'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?

944 views • 76 slides

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

742 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.

708 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

2.62k views • 30 slides

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

1.95k views • 30 slides

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

735 views • 29 slides

Brand Evaluation Systems

936 views • 29 slides

Managing the Product

412 views • 26 slides

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.

472 views • 22 slides

CHAPTER 9

742 views • 22 slides

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

1.02k views • 21 slides

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

378 views • 20 slides

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.

562 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.

519 views • 18 slides

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

868 views • 17 slides

Brand Equity

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

636 views • 13 slides

Situation Analysis

724 views • 13 slides

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.

621 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?.

335 views • 12 slides

Brand Knowledge vs. Brand Equity:

751 views • 6 slides