Chapter: 4 Choosing brand elements to build brand equity

Dec 02, 2012

920 likes | 1.79k Vues

. BRAND ELEMENTSBrand NameLogoSymbolCharacterPackagingSlogan. Criteria for choosing brand elements. MemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityProtectability. Memorability.

Share Presentation

Embed Code

Link

galena

Télécharger la présentation

Chapter: 4 Choosing brand elements to build brand equity

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

CHAPTER 5: DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY

CHAPTER 5: DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY. Kevin Lane Keller Tuck School of Business Dartmouth College. Overview. How do marketing activities in general — and product, pricing, and distribution strategies in particular—build brand equity?

1.39k views • 22 slides

Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable

Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. Chapter Objectives After reading this chapter you should be able to:. Explain the concept of brand equity from both the company’s and the customer’s perspectives.

1.09k views • 29 slides

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM. Lecturer: Md Shahedur Rahman. The New Accountability. Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of “ return of marketing investment ” (ROMI). Truth !!.

784 views • 29 slides

Brand Evaluation Systems

Brand Evaluation Systems. Three Brand Measurement Strategies. Brand Equity – brand assets (or liabilities) linked to a brand’s name and symbol that add to (or subtract from) a product or services* Brand Valuation – Assigning a dollar value to the brand The Brand Report Card

1.01k views • 29 slides

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY. Customer-Based Brand Equity. “The differential effect that brand knowledge has on consumer response to the marketing of that brand.” Keller, 1993. Customer-Based Brand Equity. Customer-Based Brand Equity. Differential effect

2.09k views • 30 slides

Module 5 Brands

Module 5 Brands. Objective for Module 5. Define brand equity and understand the issues that relate to brand management. Define brand in the technical sense as well as by various abstract conceptualizations. In relation to the Brand Report Card, the Brand Pyramid, and the Brand Space, know:

713 views • 24 slides

A Strong Learning Brand: The Key to Executive Trust

A Strong Learning Brand: The Key to Executive Trust. Webinar March 12, 2009 Marcia Dresner Lynn Lehman. Learning Brand Webinar Overview. Brand Happens Elements of Learning Brand Measuring Learning Brand Consequences of Learning Brand Learning Brand Study and Cohort. BRAND.

429 views • 27 slides

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages?

686 views • 33 slides

BRAND MANAGEMENT

BRAND MANAGEMENT. What will we mention ?. What is brand Understanding brand management via coca cola Brand strategy Brand extension Brand entry Withdrawing products Brand loyalty Brand value Innovation and Brand. History of Brand Management.

536 views • 30 slides

Getting into Residency: “Know Your Brand, Be Your Brand”

Getting into Residency: “Know Your Brand, Be Your Brand”. Edward P. Junkins , Jr., M.D., M.P.H. Associate Dean Education, Student Affairs University of Utah School of Medicine. OBJECTIVES. MARKETING BASICS WHAT IS A BRAND? HOW DO I DISCOVER MY BRAND? HOW DO I APPLY MY BRAND EVERYDAY?

793 views • 31 slides

CHAPTER 15: CLOSING OBSERVATIONS

CHAPTER 15: CLOSING OBSERVATIONS. 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

794 views • 21 slides

Market Strategy

Market Strategy. Brand Equity Brand Strategy. Brand Equity. BRAND AWARENESS. BRAND IDENTITY. BRAND EQUITY. PERCEIVED QUALITY. BRAND LOYALTY. Brand Awareness. The level of familiarity consumers have with a brand name. The ability to link a brand name with a particular product.

674 views • 12 slides

Creating Brand Equity

Creating Brand Equity. LECTURE-8. Chapter Questions. What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?. Steps in Strategic Brand Management.

2.95k views • 33 slides

Building Brands

Building Brands. Brand Equity. Brand Equity is defined as: Financial “asset value” of a brand Derived from goodwill and loyalty it has built among customers Has high awareness and perceived quality Better imagery and personality associations. Brand Equity. High Brand Equity brands

515 views • 21 slides

STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY

STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY. Kevin Lane Keller Kafli 2. 21. september 2004. Motivation for Customer-Based Brand Equity Model. Marketers know strong brands are important but arenâ€™t always sure how to build one. CBBE model was designed to be â€¦

976 views • 15 slides

Corporate Brand Advertising Dean M. Krugman, Ph.D., Professor Jameson L. Hayes, Doctoral Student

Corporate Brand Advertising Dean M. Krugman, Ph.D., Professor Jameson L. Hayes, Doctoral Student. Overview. Brand Promise and Value Brand Contact Advertising as an Investment Advertising and Equity Development Brand Equity Creates Value Making Equity Tangible. Brand.

640 views • 50 slides

 2007 Thomson South-Western

Chapter Two. Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable.  2007 Thomson South-Western. Chapter Two Objectives. Explain the concept of brand equity from both the company’s and the customer’s perspectives.

620 views • 36 slides

Brand Revitalization

Brand Revitalization. Managing Brand for the Long Run : Brand Reinforcement & Revitalization Strategies -Kevin Keller.  Customer-based brand equity : Differential effect that consumer knowledge about a brand has on the customer’s response to mktg. Activity.

739 views • 28 slides

Brand-Development

Ilovetype is a brand design agency London. We specialize in Brand Identity, brand logo, brand insight, brand name, brand strategy, brand development and more contact @ info@ilovetype.co.uk<br>

315 views • 1 slides

Brand Design Services London

Ilovetype is a brand design agency London. We specialize in Brand Identity, brand logo, brand insight, brand name, brand strategy, brand development and more contact @ info@ilovetype.co.uk

235 views • 1 slides

brand positioning & strategy development services

Ad agencies in India help to define a brand and delivering a brand. In other words, brand management is an art of creating a brand for a product in the market.@http://www.sarojads.com/brand-positioning.html

391 views • 10 slides

Now Is The Time To Build Your Personal Brand

Brands used to be only for businesses. And we, the employees, were expected to uphold and support the principles of the brand. Some of us in marketing were even lucky enough to help our businesses build their brands. But as trust has eroded away from corporations and government institutions, we are seeing the ushering in of a new era: the employee-brand.

1.93k views • 15 slides

More Related