Customer Based Brand Equity

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Customer Based Brand Equity

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  • http://www.brandextension.org/definition.html
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  • http://www.brandextension.org/definition.html
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  • http://www.brandextension.org/definition.html
  • http://www.brandextension.org/definition.html
  • http://www.brandextension.org/definition.html
  • http://www.brandextension.org/definition.html
  • http://www.brandextension.org/definition.html
  • http://www.brandextension.org/definition.html
  • http://www.brandextension.org/definition.html
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  • Customer Based Brand Equity

    1. 1. Prof. Sameer Mathur, Ph.D. Customer-Based Brand Equity
    2. 2. Customer-Based Brand Equity Prof. Sameer Mathur, Ph.D.
    3. 3. Overview Definition of Customer-Based Brand Equity Meaning of Customer-Based Brand Equity Brand Knowledge • Brand Awareness • Brand Image © Sameer Mathur 3
    4. 4. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 4
    5. 5. Two Central Questions What Makes A Brand Strong? How Do You Make a Brand Strong? © Sameer Mathur 5
    6. 6. The power of a brand lies in what resides in the minds of customers Premise © Sameer Mathur 6
    7. 7. Sources of Brand Equity the consumer has a high level of awareness and familiarity with the brand & holds some strong, favorable and unique brand associations in memory © Sameer Mathur 7
    8. 8. Sources of Brand Equity awareness familiarity strong, favorable and unique brand associations MARUTI 800 (India) HONDA Civic (USA) © Sameer Mathur 8
    9. 9. Customer-Based Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand Source: Keller, 1993 © Sameer Mathur 9
    10. 10. Customer-Based Brand Equity “differential effect” • Differences in consumer response “brand knowledge” • Consumers’ knowledge about the brand Source: Keller, 1993 © Sameer Mathur 10
    11. 11. Customer-Based Brand Equity “consumer response to marketing ” • Brand Choice • Response to Sales Promotion • Evaluation of a Brand Extension Source: Keller, 1993 © Sameer Mathur 11
    12. 12. Illustration Which Coffee Tastes Better? © Sameer Mathur 12
    13. 13. Customer-Based Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand Source: Keller, 1993 © Sameer Mathur 13
    14. 14. Associative Network Memory Model Source: Keller, 1993 Memory Network of nodes and connecting links Nodes Stored Information or Concepts Links strength of associations © Sameer Mathur 14
    15. 15. Brand Knowledge brand node in memory with a variety of associations linked to it Brand Knowledge creates the differential effect that drives Brand Equity © Sameer Mathur 15
    16. 16. Two Components Brand Knowledge Brand Awareness Brand Image © Sameer Mathur 16
    17. 17. Brand Knowled ge Brand Awareness Brand Recognition Brand Recall © Sameer Mathur 17
    18. 18. Brand Knowledge Brand Awareness Brand Image Brand Recognition Brand Recall © Sameer Mathur 18
    19. 19. Awareness = Recognition + Recall 1. Brand Recognition • Consumers’ ability to confirm prior exposure to the brand, when given the brand as a cue © Sameer Mathur 19
    20. 20. Awareness = Recognition + Recall 1. Brand Recognition • Consumers’ ability to confirm prior exposure to the brand, when given the brand as a cue 2. Brand Recall • Retrieve the brand from memory when given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue © Sameer Mathur 20
    21. 21. 3 Advantages of Brand Awareness 1. Learning register the brand in consumers’ minds 3. Choice Influence choice among the consideration set © Sameer Mathur 21
    22. 22. 3 Advantages of Brand Awareness 1. Learning register the brand in consumers’ minds 2. Consideration be a member of the consideration set 3. Choice Influence choice among the consideration set © Sameer Mathur 22
    23. 23. 3 Advantages of Brand Awareness 1. Learning register the brand in consumers’ minds 2. Consideration be a member of the consideration set 3. Choice Influence choice among the consideration set © Sameer Mathur 23
    24. 24. Two Components Brand Knowledge Brand Awareness Brand Image © Sameer Mathur 24
    25. 25. Brand Image Consumers’ perceptions about a brand, as reflected by the brand associations held in consumer memory Brand Knowledge creates the differential effect that drives Brand Equity © Sameer Mathur 25
    26. 26. Strong Favorable Unique Brand Associations Brand Image © Sameer Mathur 26
    27. 27. Strong Favorable Unique Brand Associations Brand Image © Sameer Mathur 27
    28. 28. Brand Knowledge Brand Awareness Brand Image Brand Recognition Brand Recall © Sameer Mathur 28
    29. 29. Summary Definition of Customer-Based Brand Equity Meaning of Customer-Based Brand Equity Brand Knowledge • Brand Awareness • Brand Image © Sameer Mathur 29
    30. 30. Credits http://soshable.com/4-ways-to-increase-brand-awareness-using-your-facebook-page/ http://www.brand-image.com/ http://healthy-food-blog.com/?attachment_id=149 http://marketingbones.com/consumer-brand-beliefs/ http://shopping.rediff.com/product/ask-4-ks---kamasutra-premium-dotted-condom-pack- of-20/10844568 © Sameer Mathur 30
    31. 31. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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