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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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customer based brand equity1
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
Making a Strong Brand
  • Brand awareness
  • Brand Image
sources of brand equity
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.
brand equity
Brand Equity
  • Brand Awareness
    • Brand Recognition
    • Brand Recall
  • Advantages
    • Learning advantages
    • Consideration advantages
    • Choice advantages
brand equity1
Brand Equity
  • Brand Image
    • Strength of brand associations
      • Brand Attributes
      • Brand Benefits
    • Favourability of brand associations
      • Desirability
      • Deliverability
    • Uniqueness of brand associations
brand building blocks
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.
brand salience
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.
slide10

Brand Performance

    • Reliability
    • Durability
    • Serviceability
      • Service Effectiveness
      • Service Efficiency
      • Service Empathy
brand imagery
Brand Imagery
  • User Profile
  • Purchase and Usage Situation
  • Personality & Value
  • History, Heritage and Experience
user profile
User Profile

“The set of human characteristics associated with a brand”

how does it fit into branding
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

brand personality framework
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

examples brand personality
Examples Brand Personality
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
examples brand personality1
Examples Brand Personality
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
examples brand personality2
Examples Brand Personality
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
examples brand personality3
Examples Brand Personality
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
brand jugdments
Brand Jugdments
  • Brand Quality
  • Brand Credibility
  • Brand Consideration
  • Brand Superiority
brand feelings
Brand Feelings
  • Transformational Advertising
    • Warmth
    • Fun
    • Excitement
    • Security
    • Social Approval
    • Self Respect
warmth
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

slide23
Fun
  • Disney is often associated with feelings of amusement, lightheartedness, playfulness and joyousness.
excitement
Excitement
  • MTV is considered to be
    • Alive
    • Cool
    • Sensational
self respect
Self-Respect
  • The brand makes the consumer feel better about themselves.
brand resonance
Brand Resonance
  • The extent to which customers feel ‘in sync’ with the brand
    • Behavioural Loyalty
    • Attachment
    • Community
    • Active Engagement
ideas
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.