This document discusses the concept of brand loyalty. It provides definitions of brand loyalty from various sources that describe it as the consistent repurchase of the same brand over time due to positive attitudes and commitment toward the brand. The document also discusses factors that influence loyalty like perceived value, satisfaction, trust and usage patterns. It notes that loyalty provides benefits for companies like lower sensitivity to price increases. The summary concludes that brand loyalty is a multidimensional concept involving emotional, cognitive and behavioral dimensions.
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
This document discusses brand extensions, including definitions of brand, line extensions, and category extensions. It outlines the advantages of brand extensions such as leveraging brand equity, reducing costs, and providing feedback benefits to the parent brand. Potential disadvantages include confusing consumers, retailer resistance if the extension fails, and diluting the parent brand image. The document provides guidelines for when extensions are appropriate and how consumers evaluate extensions, including having awareness and positive associations about the parent brand that transfer to the extension. It also lists factors that can lead to product failures such as an insufficient market or inaccurate research.
Brand loyalty is a pattern of consumer behavior where consumers become committed to brands and make repeat purchases from the same brands over time. Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.
This document discusses brand positioning and identity. It defines brand positioning as how a consumer mentally ranks a brand in their mind based on attributes. Brand positioning involves differentiating a brand from competitors by offering better, newer, cheaper or faster products/services. It also outlines the brand positioning process and methods to differentiate, including product, service and image differentiation. The document also defines brand identity as how a company wants consumers to perceive its brands based on elements like symbols, logos and slogans. It provides examples of dimensions and elements that make up a brand's identity.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
This document discusses the concept of brand loyalty. It provides definitions of brand loyalty from various sources that describe it as the consistent repurchase of the same brand over time due to positive attitudes and commitment toward the brand. The document also discusses factors that influence loyalty like perceived value, satisfaction, trust and usage patterns. It notes that loyalty provides benefits for companies like lower sensitivity to price increases. The summary concludes that brand loyalty is a multidimensional concept involving emotional, cognitive and behavioral dimensions.
Brand image is defined as the unique set of associations in customers' minds about what a brand stands for and the promises it implies. It is shaped by interactions between the firm, customers, and brand identity as framed by marketers. A brand is created through continuously developing relationships where customers form differentiated impressions of products and services based on brand exposures. Company image refers to perceptions of the organization itself among various stakeholders, while brand image is specific to products and services. Managing brand image requires understanding how customers experience and perceive the brand.
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
This document discusses brand extensions, including definitions of brand, line extensions, and category extensions. It outlines the advantages of brand extensions such as leveraging brand equity, reducing costs, and providing feedback benefits to the parent brand. Potential disadvantages include confusing consumers, retailer resistance if the extension fails, and diluting the parent brand image. The document provides guidelines for when extensions are appropriate and how consumers evaluate extensions, including having awareness and positive associations about the parent brand that transfer to the extension. It also lists factors that can lead to product failures such as an insufficient market or inaccurate research.
Brand loyalty is a pattern of consumer behavior where consumers become committed to brands and make repeat purchases from the same brands over time. Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.
This document discusses brand positioning and identity. It defines brand positioning as how a consumer mentally ranks a brand in their mind based on attributes. Brand positioning involves differentiating a brand from competitors by offering better, newer, cheaper or faster products/services. It also outlines the brand positioning process and methods to differentiate, including product, service and image differentiation. The document also defines brand identity as how a company wants consumers to perceive its brands based on elements like symbols, logos and slogans. It provides examples of dimensions and elements that make up a brand's identity.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
A brand is a name, symbol or design that distinguishes a product or organization and builds customer loyalty. A brand provides value to both customers and companies. For customers, a brand functions as a promise of quality, reduces risk and search costs. For companies, a brand simplifies operations, provides legal protection and competitive advantage. Brands can be classified by ownership, market area or number of products. A brand hierarchy shows how brand elements are ordered from corporate to individual brands. Branding is the process of creating a unique identity for a product through advertising to attract and retain customers. Common branding strategies include integrated, independent, line, range, umbrella and endorsement branding.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
Here is a possible presentation on the topic you provided:
Title: The influence of reference groups and opinion leaders on social media platforms
Introduction:
- Social media platforms have become an integral part of people's lives, especially among younger generations
- These platforms enable people to connect with friends, family and like-minded individuals online
- Communities form around shared interests, locations, activities etc on different social media
Body:
- Instagram is heavily influenced by fashion/lifestyle reference groups and opinion leaders
- "Influencers" with thousands of followers shape trends and buying decisions in their niche
- People aspire to the lifestyles portrayed and seek recommendations from influencers they follow
- Brands partner with
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
Brand personality refers to the set of human characteristics associated with a brand. It is how the brand behaves and is perceived, based on factors like gender, age, and emotional traits. Brand personality can help differentiate brands and guide marketing communications by communicating the brand's identity. It is developed over time based on consumer experiences and impressions of the brand. This builds brand equity by creating a unique identity and relationship with customers.
This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
The document discusses brand architecture, which refers to the strategic structure of a company's portfolio of brands. It outlines the benefits of having a clear brand architecture, such as reducing costs and clarifying brand positioning. There are two main types of brand architecture: branded house structures, where products share a single brand name, and house of brands structures, where products each have distinct brand names. The document provides examples of different branded house and house of brands structures, including masterbrands, endorser brands, product/service brands, and source brands. It emphasizes the importance of optimizing a brand architecture strategy based on each industry and context.
The document discusses various brand leveraging strategies such as line extensions, brand extensions, stretching brands vertically, and co-branding. It provides examples of each strategy and discusses their advantages and disadvantages. Specifically, it explains that brand leveraging uses an existing brand to expand into new product categories or classes. This provides familiarity and positive brand perceptions for consumers. Line extensions add variants to an existing brand, while brand extensions use a brand name in a different product category. Co-branding combines two brands for a joint product.
A brand is primarily an idea or image that customers instantly identify with a product or service. Branding elements like logos, slogans, and color schemes allow companies to build a unique reputation beyond just their products and services to generate more revenue. However, focusing too much on short-term financial gains can neglect building the brand as an asset. Effective branding requires excellent brand concepts and execution, as well as sensible budgeting for both branding and marketing efforts. Building opportunities for branding include defining customer personas, having a strong online and social media presence, blogging to share valuable information, and prioritizing great customer service which can boost word-of-mouth recognition of the brand.
The document discusses key concepts in brand management including defining a brand, the importance of branding, the brand management process, challenges in brand management, and Keller's Customer-Based Brand Equity model which identifies the steps of establishing brand identity, brand meaning, brand response, and brand relationships to build strong brand equity. It provides examples of different strategies for positioning a brand including using product attributes, technology, benefits, user categories, in relation to competitors, or as an integrator.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
This document discusses brand equity and brand loyalty. It covers several topics related to measuring and building brand equity and loyalty, including:
- Defining brand equity as the financial value a well-known brand name generates over an unknown name.
- Methods for measuring brand equity, including examining factors like market share, profit margins, and consumer perceptions.
- The importance of brand loyalty for manufacturers and how it is defined.
- Key factors that influence brand loyalty, such as perceived value, satisfaction, trust, and commitment.
- Challenges in valuing brands and calculating true brand equity. The document provides an overview of various approaches and considerations for valuing brands.
Brand loyalty occurs when consumers feel an emotional attachment to a brand and are willing to consistently purchase from that brand. They may pay higher prices or go out of their way for that brand. Marketers try to build brand loyalty by creating brand experiences that appeal to consumers' senses and emotions. Effective branding engages consumers psychologically and can result in repeat purchases and deeper loyalty over time. True brand loyalty involves behavioral and psychological commitment to the brand.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
A brand is a name, symbol or design that distinguishes a product or organization and builds customer loyalty. A brand provides value to both customers and companies. For customers, a brand functions as a promise of quality, reduces risk and search costs. For companies, a brand simplifies operations, provides legal protection and competitive advantage. Brands can be classified by ownership, market area or number of products. A brand hierarchy shows how brand elements are ordered from corporate to individual brands. Branding is the process of creating a unique identity for a product through advertising to attract and retain customers. Common branding strategies include integrated, independent, line, range, umbrella and endorsement branding.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
Here is a possible presentation on the topic you provided:
Title: The influence of reference groups and opinion leaders on social media platforms
Introduction:
- Social media platforms have become an integral part of people's lives, especially among younger generations
- These platforms enable people to connect with friends, family and like-minded individuals online
- Communities form around shared interests, locations, activities etc on different social media
Body:
- Instagram is heavily influenced by fashion/lifestyle reference groups and opinion leaders
- "Influencers" with thousands of followers shape trends and buying decisions in their niche
- People aspire to the lifestyles portrayed and seek recommendations from influencers they follow
- Brands partner with
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
Brand personality refers to the set of human characteristics associated with a brand. It is how the brand behaves and is perceived, based on factors like gender, age, and emotional traits. Brand personality can help differentiate brands and guide marketing communications by communicating the brand's identity. It is developed over time based on consumer experiences and impressions of the brand. This builds brand equity by creating a unique identity and relationship with customers.
This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
The document discusses brand architecture, which refers to the strategic structure of a company's portfolio of brands. It outlines the benefits of having a clear brand architecture, such as reducing costs and clarifying brand positioning. There are two main types of brand architecture: branded house structures, where products share a single brand name, and house of brands structures, where products each have distinct brand names. The document provides examples of different branded house and house of brands structures, including masterbrands, endorser brands, product/service brands, and source brands. It emphasizes the importance of optimizing a brand architecture strategy based on each industry and context.
The document discusses various brand leveraging strategies such as line extensions, brand extensions, stretching brands vertically, and co-branding. It provides examples of each strategy and discusses their advantages and disadvantages. Specifically, it explains that brand leveraging uses an existing brand to expand into new product categories or classes. This provides familiarity and positive brand perceptions for consumers. Line extensions add variants to an existing brand, while brand extensions use a brand name in a different product category. Co-branding combines two brands for a joint product.
A brand is primarily an idea or image that customers instantly identify with a product or service. Branding elements like logos, slogans, and color schemes allow companies to build a unique reputation beyond just their products and services to generate more revenue. However, focusing too much on short-term financial gains can neglect building the brand as an asset. Effective branding requires excellent brand concepts and execution, as well as sensible budgeting for both branding and marketing efforts. Building opportunities for branding include defining customer personas, having a strong online and social media presence, blogging to share valuable information, and prioritizing great customer service which can boost word-of-mouth recognition of the brand.
The document discusses key concepts in brand management including defining a brand, the importance of branding, the brand management process, challenges in brand management, and Keller's Customer-Based Brand Equity model which identifies the steps of establishing brand identity, brand meaning, brand response, and brand relationships to build strong brand equity. It provides examples of different strategies for positioning a brand including using product attributes, technology, benefits, user categories, in relation to competitors, or as an integrator.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
This document discusses brand equity and brand loyalty. It covers several topics related to measuring and building brand equity and loyalty, including:
- Defining brand equity as the financial value a well-known brand name generates over an unknown name.
- Methods for measuring brand equity, including examining factors like market share, profit margins, and consumer perceptions.
- The importance of brand loyalty for manufacturers and how it is defined.
- Key factors that influence brand loyalty, such as perceived value, satisfaction, trust, and commitment.
- Challenges in valuing brands and calculating true brand equity. The document provides an overview of various approaches and considerations for valuing brands.
Brand loyalty occurs when consumers feel an emotional attachment to a brand and are willing to consistently purchase from that brand. They may pay higher prices or go out of their way for that brand. Marketers try to build brand loyalty by creating brand experiences that appeal to consumers' senses and emotions. Effective branding engages consumers psychologically and can result in repeat purchases and deeper loyalty over time. True brand loyalty involves behavioral and psychological commitment to the brand.
Brand loyalty is a certain way of feeling about a brand, and the relational commitment those feelings produce. Read this guide to help you understand and increase your brand loyalty.
Brand equity refers to the value of a well-known brand name and the ability of its owner to generate more revenue than lesser known brands. It is derived from goodwill and name recognition built over time, leading to higher sales and profits. Positive brand equity provides benefits like commanding premium prices, facilitating brand extensions, and reducing marketing costs. Building strong brand equity positions a company for long-term success as loyal customers are more forgiving of mistakes. Brand equity results from various stages of customer experience, from awareness to loyalty, and must be sustained over time.
The document discusses several challenges and opportunities related to branding. It outlines 6 key challenges: 1) a shift from long-term strategy to short-term tactics, 2) a shift from advertising to promotions, 3) the growth of online shopping, 4) opportunities from new technologies, 5) more sophisticated buyers, and 6) the growth of corporate branding. It also discusses the importance of branding and maintaining key branding concepts like a clear brand promise, defining brand attributes, and establishing a brand personality. Strong brands build loyalty by consistently meeting customer expectations.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
A brand is a set of associations linked to a product, company or division that reside in customers' memories. These associations help customers understand what the brand stands for, why it is relevant, how it differs from other products and competitors. Branding involves differentiating a company's products through a unique identity and creating emotional connections with consumers. Strong brands can command higher prices than generic products and be leveraged to launch related brand extensions. Brand equity is measured through financial value, brand extensions and consumer attitudes toward the brand. Building brand equity involves introducing a quality product, making the brand memorable through repeated usage, and reinforcing a consistent image over time.
Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a particular product. It is a primary goal of advertising, especially in early stages. Brand awareness includes brand recognition, where consumers can identify a brand they've seen, and brand recall, where consumers can generate the brand from memory. Companies use various marketing channels like television, radio, newspapers, and social media to increase brand awareness and recognition among consumers in order to influence their purchasing decisions. Maintaining brand awareness through repeated exposure is important for companies to build customer loyalty and increase sales over time.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
The document discusses various aspects of brand equity including definitions, components, measurement, and strategies for building and maintaining brand equity. It defines brand equity as the added value provided to a product or service due to its brand, compared to if it was unbranded. This value comes from strong, favorable, and unique brand associations in consumers' minds related to the brand's identity and reputation. The document also discusses frameworks and methodologies for measuring and assessing brand equity from both marketing and financial perspectives.
The document discusses brand loyalty of curry powder brands in Angadippuram, Kerala, India. It analyzes brand loyalty among customers of four major brands - Eastern, Nirapara, Malayil, and Supernova. The study aims to understand factors influencing customers' buying decisions such as quality, price, and taste. It finds that 50% of respondents select brands based on quality, while 30% choose based on taste and 8% based on variety of products. Customers become aware of brands mainly through television (40%) and friends/relatives (30%).
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
This document discusses brand equity and how it is created and measured. It defines brand equity as the total value provided by a brand and discusses how brands can build equity through strong brand awareness, positive customer perceptions and associations, loyalty, and experience. It provides examples of brands with high equity like Apple, Coca-Cola, and Porsche. Brand equity is measured using tools that assess brand strength, differentiation, relevance, esteem and knowledge. Developing strong, favorable and unique brand associations over time is key to building brand equity.
This document discusses customer-based brand equity (CBBE) and how to establish strong brand positioning. It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand equity can be positive if consumers react more favorably to a branded product, or negative if they react less favorably. The document outlines how to measure brand awareness and image as components of brand knowledge that drive brand equity. It also provides guidelines for identifying the target market and competitors to determine appropriate points of parity and points of difference for brand positioning. Overall the document provides a framework for understanding how to analyze brands from the consumer perspective and strategically position a brand.
This document discusses brand loyalty and strategies to develop it. There are five key drivers of brand loyalty identified: product quality, dependability, social media engagement, light emotional connections, and heavy emotional connections. Developing brand loyalty provides benefits like reduced marketing costs and increased sales volume. Strategies recommended to instill brand loyalty include understanding the target market, differentiating the brand, allowing customer interactions, keeping customers informed, and promoting core company values. The conclusion advocates starting with students to test ideas and gain trust, focusing on digital/email marketing, and building an exciting knowledge platform to gain support.
The document discusses key concepts related to brand management including:
1) The definition of a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) Why brands matter for both consumers and marketers by simplifying decisions, building loyalty and establishing barriers.
3) Elements that contribute to strong brands like brand awareness, associations, perceived quality and loyalty.
Brand management is the art of creating and maintaining a brand over time. It involves developing a brand promise to consumers, delivering on that promise consistently, and building brand identity, awareness, quality, associations and loyalty. The brand management process includes identifying brand positioning, planning marketing programs, measuring brand performance, and growing brand equity over the long run. Effective brand management takes a strategic, holistic approach and manages the brand as a long-term asset.
Brand equity refers to the added value endowed to products and services through branding. It is reflected in how consumers think, feel and act towards a brand, and impacts the brand's prices, market share and profitability. Brand equity is an important intangible asset for firms. There are several models for measuring brand equity, including brand asset valuator, Aaker's five categories of brand assets and liabilities, and the Millward Brown brand dynamics model. Building brand equity involves choosing strong brand elements, developing positive marketing programs, and forging associations to other entities. Strong brand equity simplifies consumer decision making and reduces risk.
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Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
This presentation was provided by Racquel Jemison, Ph.D., Christina MacLaughlin, Ph.D., and Paulomi Majumder. Ph.D., all of the American Chemical Society, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.pptHenry Hollis
The History of NZ 1870-1900.
Making of a Nation.
From the NZ Wars to Liberals,
Richard Seddon, George Grey,
Social Laboratory, New Zealand,
Confiscations, Kotahitanga, Kingitanga, Parliament, Suffrage, Repudiation, Economic Change, Agriculture, Gold Mining, Timber, Flax, Sheep, Dairying,
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
2. Brand loyalty
• When consumers become committed to a brand and make repeat purchases
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over time.
• Brand loyalty is a result of consumer behaviour and is affected by a person's
preferences.
• Loyal customers will consistently purchase products from their preferred
brands, regardless of convenience or price.
• Companies will often use different marketing strategies to cultivate loyal
customers, be it is through loyalty programs i.e. rewards programs
3. Factors affecting brand loyalty
Different measurements of brand attitude and purchase habits are expressed by
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brand loyalty.
The distribution decision of the company is also valuable element
It is very important to provide the product to the consumer at convince place.
Brand loyalty has been defined as an attitudinal and behavioural concept
Relationship between brand loyalty & uniqueness that was not statistically
significant indicating that the business people should not focus their efforts on
the uniqueness of the brand name because this factor does not affect brand
loyalty at all.
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Brand loyalty is determined by several distinct psychological processes of
the consumers and entails multivariate measurements.
Product features (Fragrance / Skin care / Germ fight features / Colour) is
one of the most important factors that affect brand loyalty.
5. Benefits from brand loyalty
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Dramatic effects on profitability
Longer tenure as a customer
Lower sensitivity to price increases
6. Multidimensional theory of brand loyalty
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Multidimensional theory is determined by several distinct psychological
processes and it entails multivariate measurements.
Simple measurement in terms of frequency and pattern of repeated brand
purchase behaviour is not sufficient to fully represent the brand loyalty
construct.
In fact it drastically limits the realm of products and services in which brand
loyalty exists but cannot be measured by repeated observations.
For example, in the case of once-in-a-lifetime consumer decisions for housing
and mobility behaviours.
7. Brand relationship
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A consumer brand relationship also known as a brand relationship, is the
relationship that consumers, think, feel, and have with a brand.
Brand relationship is the interactions between a brand and a customer
It reflect similar characteristics of relationships between people, such as love,
connection, interdependence, intimacy, and commitment.
8. Different concepts of brand relationship
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Brand attachment : it is define as “the emotional connection between
humans and brands.”
Thus, just as people can be attached to a person, they can also by and for a
host of reasons become attached to a brand.
Three elements into the forming of a brand attachment are:
Affection: (They got me with their names.)
Connection: (with their sustainable practices)
Passion: (for my favourite flavours)
9. Brand community : A brand community is a community formed on the basis of
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attachment to a product.
Recent developments in marketing and in research in consumer behaviour result
in stressing the connection between brand, individual identity and culture
10. Brand hate : Brand hate, a new marketing construct that assesses consumers’
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negative attachment to a brand, can be considered as the ‘‘dark side’’ of
consumer preferences
Brand hate can be a serious risk for companies, since it can damage the brand
image and reputation of the company.
Brand engagement : it is the process of forming an emotional or rational
attachment between a person and a brand.
Engagement with the brand means real emotional engagement with the brand
should be the ultimate objective
consumers “see” the brand as better meeting the expectations they hold for the
Ideal in the category where the brand competes.
11. Brand equity
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Brand equity is a phrase used in the marketing industry which
describes the value of having a well-known brand name
It is based on the idea that the owner of a well-known brand name
can generate more money from products with that brand name than
from products with a less well known name
A brand's power derived from the goodwill and name recognition
that it has earned over time, which translates into higher sales
volume and higher profit margins against competing brands
12. Advantages
Allow you to charge a price premium compared to competitors with less brand
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equity.
Strong brand names simplify the decision process for low cost and non-essential
products.
Brand name can give comfort to buyers unsure of their decision by reducing
their perceived risk.
Maintain higher awareness of your products.
Use as leverage when introducing new products.
Often interpreted as an indicator of quality.
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High Brand Equity makes sure your products are included in most
consumers’ consideration set.
Your brand can be linked to a quality image that buyers want to be
associated with.
It can lead to greater loyalty from customers. Offer a strong defence against
new products and new competitors.
It can lead to higher rates of product trial and repeat purchasing due to
buyers’ awareness of your brand, approval of its image/reputation and trust
in its quality.
14. How to Measure Brand Equity
To measure the value (utility) of a product’s features and price level and also
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measure the overall utility of a product when including brand name.
The difference between total utility and the utility of the product features is the
value of the brand.
In other situations, the utility of the brand is measured directly and added to the
feature utilities to produce an overall utility for the product.
Besides utilities, contributing factors such as current awareness levels of each
Brand, overall perceptions of each Brand, and Brands currently used should be
measured