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Customer Based Brand Equity

Customer Based Brand Equity

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Customer Based Brand Equity Customer Based Brand Equity Presentation Transcript

  • Customer-Based Brand Equity Prof. Sameer Mathur, Ph.D.
  • Customer-Based Brand Equity Prof. Sameer Mathur, Ph.D.
  • Overview Definition of Customer-Based Brand Equity Meaning of Customer-Based Brand Equity Brand Knowledge • Brand Awareness • Brand Image © Sameer Mathur 3
  • 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
  • Two Central Questions What Makes A Brand Strong? How Do You Make a Brand Strong? © Sameer Mathur 5
  • Premise The power of a brand lies in what resides in the minds of customers © Sameer Mathur 6
  • 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
  • Sources of Brand Equity awareness strong, favorable and unique familiarity MARUTI 800 (India) © Sameer Mathur brand associations HONDA Civic (USA) 8
  • 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
  • Customer-Based Brand Equity “differential effect” • Differences in consumer response “brand knowledge” • Consumers’ knowledge about the brand Source: Keller, 1993 © Sameer Mathur 10
  • 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
  • Illustration Which Coffee Tastes Better? © Sameer Mathur 12
  • 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
  • Associative Network Memory Model Memory Network of nodes and connecting links Nodes Stored Information or Concepts Links strength of associations Source: Keller, 1993 © Sameer Mathur 14
  • 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
  • Two Components Brand Knowledge Brand Awareness © Sameer Mathur Brand Image 16
  • Brand Awareness Brand Knowled ge Brand Recognition © Sameer Mathur Brand Recall 17
  • Brand Knowledge Brand Awareness Brand Recognition © Sameer Mathur Brand Image Brand Recall 18
  • 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
  • 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
  • 3 Advantages of Brand Awareness 1. Learning register the brand in consumers’ minds 3. Choice Influence choice among the consideration set © Sameer Mathur 21
  • 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
  • 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
  • Two Components Brand Knowledge Brand Awareness © Sameer Mathur Brand Image 24
  • 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
  • Brand Image Strong Favorable Unique Brand Associations © Sameer Mathur 26
  • Brand Image Strong Favorable Unique Brand Associations © Sameer Mathur 27
  • Brand Knowledge Brand Awareness Brand Recognition © Sameer Mathur Brand Image Brand Recall 28
  • Summary Definition of Customer-Based Brand Equity Meaning of Customer-Based Brand Equity Brand Knowledge • Brand Awareness • Brand Image © Sameer Mathur 29
  • 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-condompack-of-20/10844568 © Sameer Mathur 30
  • Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009