Fichas
Brand Equity
Fichas del conjunto (14)
- 1what is a brand?a shared desirable and exclusive idea (value) embodied in products+services
a brand IDENTIFIES, DIFFERENTIATES and COMMANDS A PRICE PREMIUM
it must capture the HEAD and HEART of the consumer - rational and emotional attachment - 2what is brand equity?a set of assets (and liabilities) linked to a brand's name and symbol that adds (or subtracts from) the value perceived by a product or service to a firm and/or that firm's customers (Aaker 1996)
distinguishes a brand from competitors (Shamma 2011) - 3what is a brand's role for the customer?RISK REDUCER, identification, awareness, 'promise', quality, image, reputation/guarantee
- 4what is a brand's role for the manufacturer?Identification; legal requirements; quality;
Information; value; create an association (perceived differences), greater profit (price premium) - 5what are the 4 steps of brand building? (the stronger these factors are, the stronger the identification, differentiation and ability to capture head and heart) (Keller 2001)1. establish brand identity
2. create a brand meaning
3. elicit customer response
4. forge brand relationships - 6how can you evaluate brand identity?look at brand salience: depth and breadth of brand awareness, recall and recognition
- 7how do you evaluate brand meaning?look at
-brand performance: meeting customers financial needs, reliability, durability, serviceability
-brand imagery: how people think about brand, does it meet psychologucal/social needs) - 8how do you evaluate brand response?look at
-brand judgements: customers' opinions of the brand, brand attitutde, credibility and superiority
-brand feelings: customers' emotional responses/reactions to brand; characteristics warmth, fun, security, social approval, self-respect - 9what is keller's customer-based brand equity model?
- 10what do brands and brand equity develop/what 2 issues are at the heart of building a brand?consumer knowledge
trust
(campbell 2008) - 11how do you create strong brands (campbell 2002 model)
- 12what do points of parity and points of difference mean?POP: you want product to be considered equal (on par) with the other offerings in the category in terms of key attributes
POD: product needs to have number of unique attributes - 13how to companies build brand equity? (keller 2001)1. start with good product: identifiable, distinguishable and able to charge premium
2. create awareness, associations, attitidec and atachment to brand (using IMC)
3. charge premium, gain market share
(keller 2001) - 14how is the role of brands chaning?-conventional thinging: brand about identity, image, labels that enhanve perceived value, about building awareness
-changing role: brands about engagement+ experiences, they are platformswhich people can participate with a co.
Información
- Descripción
- Masters Degree (Brand Management) Marketing Fichas sobre Brand Equity, creado por Madeline Briscoe el 03/01/2016.
- Creado por
- Madeline Briscoe · ene 2016
- Actualizado
- 25 jul 2016
- Visitas
- 5
- Valoración