Description
This presentation explaining conceptualizing how measure brand identity of customer based brand.
Motivations for studying Brand Equity
? Financially based motivation – to estimate the value of
a brand for accounting purposes (in terms of asset valuation for the balance sheet) or for merger, acquisition or divestiture. ? Strategy based motivation to improve marketing productivity
? A firm’s most valuable asset for improving the marketing productivity is the
knowledge that has been created about the brand in the consumer’s minds from the firm’s investment in previous marketing programs
Customer based Brand Equity
? Customer-based brand equity is defined as the
differential effect of brand knowledge on consumer response to the marketing of the brand i.e.; it involves consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named or unnamed version of the product or service
Dimensions of Brand Knowledge
Brand Awareness
? It plays an important role in the consumer decision
making process –
? Consumers must think of the brand when they think of
the product category ? It can affect decisions about brands in the consideration set – even if there are essentially no other brand associations ? It affects consumer decision making by influencing the formation and strength of brand associations in the brand image
Customer based brand equity
? High levels of brand awareness and a positive brand
image should
? increase the probability of brand choice ? Command a price premium ? produce greater consumer loyalty ? Decrease vulnerability to competitive marketing actions
Building customer-based brand equity
? Choosing Brand identity ? Name ? Logo ? Symbol ? Developing supporting marketing programs
? Leveraging secondary associations ( who makes it,
where it is made, where it is purchased, for a particular person or event)
Measuring customer based brand equity
? Indirect approach – assesses potential sources by
measuring brand knowledge – helps in identifying what aspects of brand knowledge cause a differential response ? Direct approach – assesses the impact of brand knowledge on consumer response to different elements of the firm’s marketing program – determines the nature of the differential response
? Both are complementary
doc_672500692.pptx
This presentation explaining conceptualizing how measure brand identity of customer based brand.
Motivations for studying Brand Equity
? Financially based motivation – to estimate the value of
a brand for accounting purposes (in terms of asset valuation for the balance sheet) or for merger, acquisition or divestiture. ? Strategy based motivation to improve marketing productivity
? A firm’s most valuable asset for improving the marketing productivity is the
knowledge that has been created about the brand in the consumer’s minds from the firm’s investment in previous marketing programs
Customer based Brand Equity
? Customer-based brand equity is defined as the
differential effect of brand knowledge on consumer response to the marketing of the brand i.e.; it involves consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named or unnamed version of the product or service
Dimensions of Brand Knowledge
Brand Awareness
? It plays an important role in the consumer decision
making process –
? Consumers must think of the brand when they think of
the product category ? It can affect decisions about brands in the consideration set – even if there are essentially no other brand associations ? It affects consumer decision making by influencing the formation and strength of brand associations in the brand image
Customer based brand equity
? High levels of brand awareness and a positive brand
image should
? increase the probability of brand choice ? Command a price premium ? produce greater consumer loyalty ? Decrease vulnerability to competitive marketing actions
Building customer-based brand equity
? Choosing Brand identity ? Name ? Logo ? Symbol ? Developing supporting marketing programs
? Leveraging secondary associations ( who makes it,
where it is made, where it is purchased, for a particular person or event)
Measuring customer based brand equity
? Indirect approach – assesses potential sources by
measuring brand knowledge – helps in identifying what aspects of brand knowledge cause a differential response ? Direct approach – assesses the impact of brand knowledge on consumer response to different elements of the firm’s marketing program – determines the nature of the differential response
? Both are complementary
doc_672500692.pptx