'Brand equity' diaporamas de présentation

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.

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

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

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

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.

Managing the Product. Steps in Managing Products. Criteria for Effective Objectives. Measurable Clear Unambiguous Time-framed – Consistent with long-term profitability of organization. Product Strategies.

Brand Knowledge vs. Brand Equity:. What’s the Difference?. Brand Knowledge. “is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions and of associations for the brand.” Keller 1998.

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

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM. 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).

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?

How do you take an everyday product like toilet paper and make a real connection with moms? Making 2 + 2 = 5. By: Hedy Lukas and Ellen Wheeler Kimberly-Clark & Kelley Skoloda Ketchum. SCOTT ® Toilet Paper: An Ordinary Category, A Unique Brand.

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 !!.

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.

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

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?.

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.

Situation Analysis. Who conducts a S.W.O.T. Analysis?. Companies do and just to name a few…. What is a Situation Analysis?. A situation analysis is referred to as a S.W.O.T. Analysis Definition:

CHAPTER 9. Creating Brand Equity. WHAT IS BRAND EQUITY. BRAND A name, term, sign, symbol, or design, or combination of them – To identify the goods or services of one seller or group of sellers To differentiate them from those of competitors. It is possible to brand -

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

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.