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BRAND EQUITY
First Student-led Marketing Lecture
Brought to you by
Understanding !
Brand Equity
Building Brand Equity
Keller's Brand Equity Model
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Salience
Identify:Who areYou?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Salience
Identify:Who areYou?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Salience
Identify:Who areYou?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Salience
Identify:Who areYou?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Performance/Imaginary
Meaning:What areYou?
Brand Image
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Performance/Imaginary
Meaning:What areYou?
Brand Image
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Performance/Imaginary
Meaning:What areYou?
Brand Image
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Judgements/Feelings
Response:What aboutYou?
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Resonance
Relationship:What aboutYou and Me?
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!
What aboutYou and Me?
3. Response!
What aboutYou?
2. Meaning!
What areYou?
1. Identity!
Who areYou?
Resonance
Relationship:What aboutYou and Me?
TO BE CONTINUED
Application
Calculation
Brought to you by
Brought to you by
CHASE CHINESE DREAM !
as Insightful Marketers and Entrepreneurs
18.00-20.30Tuesday, 25th March, G.09
Coming Up Next Week

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S'MS Student-led Lecture - Brand equity