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Customer Based Brand Equity . Chapter 2. Customer Based Brand Equity. The differential knowledge that brand knowledge has on the marketing of that brand. Differential Knowledge Response to marketing . Making a Strong Brand . Brand awareness Brand Image. Sources of Brand Equity.

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Customer Based Brand Equity


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    Presentation Transcript
    1. Customer Based Brand Equity Chapter 2

    2. Customer Based Brand Equity • The differential knowledge that brand knowledge has on the marketing of that brand. • Differential • Knowledge • Response to marketing

    3. Making a Strong Brand • Brand awareness • Brand Image

    4. Sources of Brand Equity • Customer based brand equity occurs when the customer has a high level of awareness and familiarity with the brand and holds some strong, favourable and unique associations in memory.

    5. Brand Equity • Brand Awareness • Brand Recognition • Brand Recall • Advantages • Learning advantages • Consideration advantages • Choice advantages

    6. Brand Equity • Brand Image • Strength of brand associations • Brand Attributes • Brand Benefits • Favourability of brand associations • Desirability • Deliverability • Uniqueness of brand associations

    7. Building a Strong Brand

    8. Brand Building Blocks • Brand Salience • Breadth & Depth of awareness • Product Category Structure • Historically, brand salience has been consideredsynonymous with the brand being ‘topof mind’ (mentioned first) when the product category isused to cue retrieval from memory. Brandsalience reflects the quantity and qualityof the network of memory structures buyers’ hold aboutthe brands.

    9. Brand Salience • The tendency of a brand to be thought of in a buying situation is known as “brand salience”. Brand salience is “the propensity for a brand to be noticed and/or thought of in buying situations” and the higher the brand salience the higher it’s market penetration and therefore its market share. Salience refers not to what customers think about brands but to which ones they think about.

    10. Brand Performance • Reliability • Durability • Serviceability • Service Effectiveness • Service Efficiency • Service Empathy

    11. Brand Imagery • User Profile • Purchase and Usage Situation • Personality & Value • History, Heritage and Experience

    12. User Profile “The set of human characteristics associated with a brand”

    13. How Does It Fit Into Branding? Price Brand Recall Non-Product Related Packaging Brand Awareness Brand Recognition Attributes Product Related User Imagery Brand Knowledge Functional Usage Imagery Types of Brand Association Benefits Experiential Favourability of Brand Association Attitudes Brand Image Symbolic Strength of Brand Association Uniqueness of Brand Association Keller, 1993

    14. Brand Personality Framework Brand Personality Sincerity Excitement Competence Sophistication Ruggedness • Down to earth • Honest • Wholesome • Cheerful • Daring • Spirited • Imaginative • Up-to-date • Reliable • Intelligent • Successful • Upper Class • Charming • Outdoorsy • Tough Aaker, 1997

    15. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

    16. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

    17. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

    18. Examples Brand Personality • Sincerity • Excitement • Competence • Sophistication • Ruggedness

    19. Brand Jugdments • Brand Quality • Brand Credibility • Brand Consideration • Brand Superiority

    20. Brand Feelings • Transformational Advertising • Warmth • Fun • Excitement • Security • Social Approval • Self Respect

    21. Warmth • Campbells Soup: Mrs Campbell is a rosy-cheeked and plump grandmother who lives in a warm, cosy house and wears an apron as she cooks wonderful things for her grandchildren. Keller, 2003

    22. Fun • Disney is often associated with feelings of amusement, lightheartedness, playfulness and joyousness.

    23. Excitement • MTV is considered to be • Alive • Cool • Sensational

    24. Security

    25. Social Approval

    26. Self-Respect • The brand makes the consumer feel better about themselves.

    27. Brand Resonance • The extent to which customers feel ‘in sync’ with the brand • Behavioural Loyalty • Attachment • Community • Active Engagement

    28. Ideas • The only business to be in is the ‘ideas business’, which simply is not just communication, but also engagement, seizing the audience’s imagination.

    29. Brand Communities