'Brand equity' diaporamas de présentation

Aesthetics and the Brand

Aesthetics and the Brand. Jonathan E. Schroeder Professor of Marketing University of Exeter. General Research Program. How do images strategically communicate? How do images circulate in consumer culture? How do people understand advertising images?

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Brand Power

Brand Power. An exploration. A Working Example to Explain Brand Power: Big Box Electronics. The Big Box Electronics category is characterized by: Huge Dollar volume Small margins Domination by 2 National Chains. Big Box Electronics. Both have Big stores (U.S.) Semi-self service

756 views • 38 slides

ADVERTISING: The History

ADVERTISING: The History. PREHISTORY. 1704 - First Newspaper Ad 1742 - First Magazine Ad 1842? - (US) - First advertising agency 1882 - Procter & Gamble Co. begins advertising Ivory soap ($11,000) 1889 - (Canada) - First Canadian agency McKim -- sold newspaper space to advertisers.

716 views • 35 slides

Chapter 3 The Advertising Spiral and Brand Planning

Chapter 3 The Advertising Spiral and Brand Planning. Objectives_1. Understand The importance of understanding the product life cycle The relationship of the advertising spiral The birth and basics of branding. Objectives_2. Understand Brands and integrated marketing Brand equity

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CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

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CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

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Brand Evaluation Systems

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Managing the Product

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Lecture on Managing Products and Brands AssignmentPoint

Lecture on Managing Products and Brands www.AssignmentPoint.com. THE PRODUCT LIFE CYCLE. THE PRODUCT LIFE CYCLE. Introduction Stage Growth Stage Maturity Stage Decline Stage Deletion Harvesting. Honda Ad Introductory stage product.

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CHAPTER 9

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CUSTOMER-BASED BRAND EQUITY

CUSTOMER-BASED BRAND EQUITY. Zeenat Jabbar. Brand Knowledge Structure. Brand awareness, depth, and breadth Brand associations. Summary of Customer-Based Brand Equity Framework. Sources of brand equity Strength Favorability Uniqueness Outcomes of brand equity Greater loyalty

1.03k views • 21 slides

How do you take an everyday product like toilet paper and make a real connection with moms? Making 2 + 2 = 5

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Research and consumer behaviour

Research and consumer behaviour. Managers should have a concept of the market in their mind, but must treat the market pragmatically A prime example of being pragmatic is using research information Research information is a real marketing asset, it is rare, tacit and proprietary.

578 views • 18 slides

THE PRODUCT LIFE CYCLE

THE PRODUCT LIFE CYCLE. Product Life Cycle. Introduction Stage. Primary Demand. Selective Demand. Skimming Pricing. Penetration Pricing. Slide 11-11. THE PRODUCT LIFE CYCLE. Growth Stage. Repeat Purchasers. Maturity Stage. Decline Stage. Deletion. Harvesting.

553 views • 18 slides

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

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Brand Equity

The Brand Equity Chain. Brand Meaning. Brand Equity. Brand Value.

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Situation Analysis

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CHAPTER 10: MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE

CHAPTER 10: MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE. Measuring Brand Equity. Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity.

646 views • 13 slides

Physical Objects Services Events Persons

Physical Objects Services Events Persons. Places Organizations Ideas Combinations of the above. What is a Product? A PRODUCT is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes:. What is a Service?.

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Brand Knowledge vs. Brand Equity:

756 views • 6 slides