Managing Brand Equity

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

9 comments

Comments 1 - 9 of 9 previous next Post a comment

  • + moizkhan moizkhan 5 months ago
    Beautiful. Send me a copy
  • + darbe340 darbe340 5 months ago
    thanks
    welcome http://blogmekani.com/
  • + guest14534b guest14534b 5 months ago
    awesum man!........hey plzzzz send me a copy asap.....m in urgent need....abyyy_gosai@yahoo.co.in...thnk u
  • + guest735399 guest735399 7 months ago
    Simple & attractive slides.

    Raymond
    www.leaderswheel.com/raymondtay
  • + amjadpsm amjadpsm 7 months ago
    Dear send me a copy of presentation i shall be thankful to u
    amjadpsm@hotmail.com
  • + guest7f9211 guest7f9211 7 months ago
    Just Copy and Paste from here

    Managing Brand Equity (studymarketing.org)
    Brand Equity is set of brand assets and liabilities linked to a brand

    Brand Loyalty, is a measure of the attachment that a customer has to a brand
    Loyalitas Brands pada customer, biasanya mereka akan pindah ke brand lain apabila brand tersebut melakukan sebuah perubahan baik harga atau produk.
    Piramida Brand Loyalty: Committed Buyer, Likes the brand (consider it a friend), Satisfied Buyer (with switching cost), Habitual Buyer (No reasons to change), Switcher (price sensitive), Indifferent (No brand loyalty)
    Measuring Brand Loyalty, by Purchase behavior patterns, switching cost analysis, satisfaction measurement
    Startegic Value of Brand Loyalty, reduce marketing cost, trade (channel distribution) leverage, attracting new customers
    Enhancing Brand Loyalty, treat the customer right, stay close to the customer, measure (manage) customer satisfaction, create switching cost, provide extra

    Brand Awareness, the ability of a potential buyer to recognize or recall that a brand is a member of certain product category
    Hirarki Brand Awareness: top of mind, brand recall, brand recognition, unaware of brand
    Value of Brand Awareness, anchor to which other associations can be attached, familiarity and liking, signal of substance/commitment, brand to be considered
    How to Achieve BrandAwareness, be different (memorable), involve a slogan (jingle), symbol exposure, publicity, event sponshorship

    Perceived Quality, (perception by customer) is the customer’s perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives.
    What influences Perceived Quality (of Product), performance, features, conformance with specifications, reliability, durability, serviceability, fit and finish
    What influences Perceived Quality (of Service), appearance, reliability, competence, responsiveness, empathy
    Value of Perceived Quality, reason-to-buy, differentiate (position), a price premium, channel member interest, brand extensions

    Brand Association, is anything “linked” in memory to a brand
    Brand Association Type, product attributes, customer benefits, relative price, lifestyle/personality, celebrity/person, use/application
    Value of Brand Associations, help process/retrieve information, differentiate/position, reason-to-buy, create positive attitudes/feelings, basis for extensions
    Maintaining Associations, be consistent over time, consistent over elements of the marketing program, manage disasters in order to minimize their damage
    Criteria for Brand Name Selection, be easy to learn and remember, suggest the product class, support a symbol or slogan, suggest desired association without being boring or trivial, not suggest undersired associations, be distinctive, be available and protectable legally.

    Source:David Aaker, ManagingBrand Equity: Capitalizing on the value of a brand name, Free Press
  • + ziauddinraju ziauddin Chowhdury 2 years ago
    send me a copy

    ziauddinraju@yahoo.com
  • + guest8020c2 guest8020c2 3 years ago
    excellent presntation.

    Very crispt and to the point.

    Send me a copy



    jahangir1971@gmail.com

    Thanks

    Jahangir from bangladesh
  • + guest8020c2 guest8020c2 3 years ago
    excellent presntation.

    Very crispt and to the point.

    Send me a copy



    jahangir1971@gmail.com

    Thanks

    Jahangir from bangladesh
Post a comment
Embed Video
Edit your comment Cancel

78 Favorites & 1 Group

Managing Brand Equity - Presentation Transcript

  1. Managing Brand Equity
  2. You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding
  3. Brand equity is a set of brand assets and liabilities linked to a brand
  4. Elements of Brand Equity: Brand Loyalty Brand Awareness Perceived Quality Brand Associations
  5. Brand Loyalty Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features.
  6. Brand Loyalty Pyramid Committed Buyer Likes the Brand - Considers it a Friend Satisfied Buyer With Switching Costs Habitual Buyer - No Reason to Change Indifferent – No Brand Loyalty Switchers / Price Sensitive
  7. Measuring Brand Loyalty
    • Purchase Behavior Patterns
    • Switching Cost Analysis
    • Satisfaction Measurement
  8. Strategic Value of Brand Loyalty
    • Reduce marketing cost
    • Trade (channel distribution) leverage
    • Attracting new customers
  9. Enhancing Brand Loyalty
    • Treat the customer right
    • Stay close to the customer
    • Measure/manage customer satisfaction
    • Create switching cost
    • Provide extras
  10. Brand Awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category
  11. Brand Awareness Hierarchy Top of Mind Brand Recall Brand Recognition Unaware of Brand
  12. Value of Brand Awareness
    • Anchor to which other associations can be attached
    • Familiarity and liking
    • Signal of substance/commitment
    • Brand to be considered
  13. How to Achieve Brand Awareness Be different, memorable Involve a slogan or jingle Symbol exposure Publicity Event sponsorship
  14. The customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is a perception by customers. Perceived Quality
  15. What Influences Perceived Quality of Product ?
    • Performance
    • Features
    • Conformance with specifications
    • Reliability
    • Durability
    • Serviceability
    • Fit and finish
  16. What Influences Perceived Quality of Service ? Appearance Reliability Competence Responsiveness Empathy
  17. The Value of Perceived Quality
    • Reason-to-Buy
    • Differentiate/Position
    • A Price Premium
    • Channel Member Interest
    • Brand Extensions
  18. Brand Association A brand association is anything "linked" in memory to a brand. Thus, McDonald's could be linked to a character such as Ronald McDonald, a consumer segment such as kids, a feeling such as having fun, a product characteristic such as service, or a symbol such as the Golden Arches.
  19. Some Types of Associations
    • Product Attributes
    • Customer Benefits
    • Relative Price
    • Lifestyle/Personality
    • Celebrity/Person
    • Use/Application
  20. The Value of Brand Associations
    • Help Process/Retrieve Information
    • Differentiate/Position
    • Reason-to-Buy
    • Create Positive Attitudes/Feelings
    • Basis for Extensions
  21. Maintaining Associations
    • Be consistent over time
    • Be consistent over elements of the marketing program
    • Manage disasters in order to minimize their damage
  22. Criteria for Brand Name Selection
    • Be easy to learn and remember
    • Suggest the product class
    • Support a symbol or slogan
    • Suggest desired association without being boring or trivial
    • Not suggest undesired associations
    • Be distinctive
    • Be available and protectable legally
  23. Source of Reference: David Aaker, Managing Brand Equity : Capitalizing on the Value of A Brand Name , Free Press

+ Yodhia AntariksaYodhia Antariksa, 3 years ago

custom

18886 views, 78 favs, 8 embeds more stats

Brilliant presentation slides on how to manage bran more

More info about this document

© All Rights Reserved

Go to text version

  • Total Views 18886
    • 18102 on SlideShare
    • 784 from embeds
  • Comments 9
  • Favorites 78
  • Downloads 0
Most viewed embeds
  • 719 views on http://www.studymarketing.org
  • 33 views on http://www.cyvee.com
  • 17 views on http://brandfaqs.blogspot.com
  • 8 views on http://www.brandfaqs.in
  • 2 views on http://www.tagged.com

more

All embeds
  • 719 views on http://www.studymarketing.org
  • 33 views on http://www.cyvee.com
  • 17 views on http://brandfaqs.blogspot.com
  • 8 views on http://www.brandfaqs.in
  • 2 views on http://www.tagged.com
  • 2 views on http://static.slideshare.net
  • 2 views on http://tabulateur.blogspot.com
  • 1 views on http://brandingwebinar.com

less

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel
File a copyright complaint
Having problems? Go to our helpdesk?

Categories

Groups / Events