Brand equity
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The document discusses how brand equity influences consumer decision making. It notes that brands help consumers cope with large numbers of choices by aiding recall and setting expectations through image associations. Powerful brands can dictate what attributes are used to screen out alternatives. Brand equity also affects the comparison phase, as consumers will compare other brands to a reference brand and perceive any differences from the reference as losses. Becoming the reference brand gives a strategic advantage, as improvements help the brand but decreases hurt competitors more. Managing brand equity primarily involves shaping consumer associations to build and maintain the brand as the reference point.
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Brand equity
The document discusses how brand equity affects consumer decision making. It notes that brands provide value through awareness, associations, and perceived quality which influence how consumers screen and compare options. Powerful brands can dictate what attributes consumers use in screening and set the agenda. Having high brand awareness and serving as the reference brand when consumers compare options provides a significant strategic advantage. Managing brand equity primarily involves influencing consumer associations to build the brand's position in the mind of the consumer.
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Brand equity
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The marketing mix
The marketing mix consists of 4 key elements used to sell a product: product, price, place, and promotion. A product includes both tangible features like packaging as well as intangible features like branding. Price is used both to make a profit and influence consumer perceptions of quality. Place refers to how the product reaches customers through distribution channels. Promotion communicates information about the product through advertising, public relations, sales promotions, and direct marketing.
How do consumers make purchasing decisions
This document outlines the consumer decision making process, which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. It discusses key aspects of each step, such as internal and external triggers for problem recognition, active information search from various sources, attributes and benefits considered during evaluation, and heuristics like conjunctive or elimination used in purchase decisions. Risks and opinions of others can also influence decisions. Post-purchase satisfaction, use, and actions determine repeat purchases and recommendations.
Consumer decision making process slide
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Brand tracking studies
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
How do consumers make purchasing decisions
The document outlines a 5-stage model of the consumer buying decision process:
1. Problem recognition - needs are triggered by internal or external stimuli
2. Information search - consumers gather information from personal, commercial, public, and experimental sources
3. Evaluation of alternatives - consumers evaluate products and form preferences among brands based on attributes and perceived value
4. Purchase decision - final decision can be influenced by attitudes of others and unanticipated situational factors
5. Post-purchase behavior - consumers may experience satisfaction, dissatisfaction or disposal after their purchase
chapter5_3
The document outlines the five stages of the consumer buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. In the first stage, internal or external stimuli trigger a need. In the second stage, consumers search for information from commercial, personal, and public sources to learn about brands. In the third stage, consumers evaluate brands based on attributes, beliefs, and an expectancy-value model to make a judgment. In the fourth stage, purchase intentions can be influenced by others or changed by non-compensatory decision models. In the final stage, consumers experience post-purchase satisfaction, take actions, and are influenced by offers.
Brand equity
Brand equity provides added value to products and services from a customer perspective. There are three key ingredients to customer-based brand equity: 1) Differences in consumer response arise from brand knowledge, thoughts, and feelings about the brand over time. 2) Consumer brand knowledge, thoughts, feelings, images and beliefs are responsible for differences in response. 3) Brand equity is reflected in perceptions, preferences, and behaviors related to marketing the brand. The document then discusses several models of measuring brand equity, including the BrandAsset Valuator, BrandZ, and Brand Resonance Model.
What is brand equity?
Brand equity is defined as the marketing effects that are uniquely attributable to a brand, such as differences in consumer responses. Consumer-based brand equity arises from the differential effect that brand knowledge has on how consumers respond to the marketing of that brand. A brand must create strong, favorable, and unique associations with customers for brand equity to exist, which is reflected in customer perceptions, preferences, and behaviors related to the brand. Models for measuring brand equity include the BrandAsset Valuator, BrandZ, and Brand Resonance Model, which all analyze components such as brand differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments, and feelings.
Consumer decesion making process
The document discusses consumer decision making. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the types of consumer decisions and factors that influence consumer decision making like marketing efforts, psychological factors, and socio-cultural environment. The goal is to understand the "how" and "why" of consumers' experiences with products and services.
5-(III) how to consumers make purchasing decisions
The document outlines the 5 stages that consumers go through in the buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how internal and external stimuli can trigger problem recognition, the different sources of information consumers use in their search, and how they evaluate alternatives based on attributes and form attitudes. The document also discusses factors that can influence the purchase decision and the importance of satisfying consumers in the post-purchase stage through reinforcement of their choice.
Consumer decision process
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3rd alex Marketin Club (Branding & strong brand) dr. Hasan Rashad
#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
*اشترك في جروب ال Marketing Club* عالفيسبوك
https://www.facebook.com/groups/837318003074869/
*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
*Marketing Lover Future Club Group*
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Intrest
*Also Can't attend*
If Working in
*Marketing Services Provider*
=not *Hotel* Marketers
=not *Restaurant* Marketers
=not *Advertising* Marketer
=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
●●●●●●●●●●●●●●●●●●●●
■ *Only Marketers* ■
*& EPS Marketing Diploma*
●●●●●●●●●●●●●●●●●●●●
Confirm coming by Pvt WhatsApp
*To know the new Location*
*#Mahmoud_Bahgat*
00966568654916
*#Marketing_Club*
http://goo.gl/forms/RfskGzDslP
*اشترك بصفحة جمعية الصيادلة المصريين* عالفيسبوك
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4th brand dynamics
This document describes a system called Brand Dynamics for measuring and understanding brand value and equity. It outlines different levels in a pyramid that brands must progress through, starting with developing brand presence, then relevance, performance, advantage, and ultimately bonding with consumers. Consumer equity, defined as consumers' thoughts, feelings and associations with a brand, actively determines a brand's meaning and worth. Consumer equity and brand associations directly impact a brand's financial value and equity in the marketplace.
A brand is forever ! A framework for Revitalizing Declining and Dead brands
This document provides guidelines for revitalizing declining brands. It defines key terms like brand equity, brand decline, and brand revival. Common causes of brand decline are discussed, such as compromising on quality, price increases without added value, neglecting the brand, and losing the target market. The document also examines the product life cycle and product evolutionary cycle models. It provides examples of brands that declined and were able to revive by reconnecting with their original target markets and brand identities. The document concludes with criteria for determining if a brand is worth reviving and guidelines for taking a long-term perspective through repositioning while resisting short-term tendencies to milk the brand.
Consumer imagery in consumer behavior
Describes the role of consumer perception and the issues related to the consumer perception about a specific product, service or a brand.
Consumer imagery
This document discusses various aspects of consumer imagery and perception. It explains that consumer imagery refers to consumers buying products that align with their self-image. It then outlines issues like product positioning, perceived price, quality, and risk. It provides examples of how products are positioned for specific benefits. Finally, it examines strategies for positioning and discusses factors that influence a consumer's perception of price, quality, and risk.
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The 5-stage consumer decision process model includes: 1) problem recognition triggered by internal or external stimuli, 2) information search using personal, commercial, public, or experimental sources to learn about brands, 3) evaluation of alternatives where consumers form preferences among brands based on perceived ability to satisfy needs, 4) purchase decision involving sub-decisions like brand, dealer, quantity, and payment method, and 5) post-purchase behavior including satisfaction, actions like word-of-mouth, and disposal.
Post purchase behavior
Post-purchase dissonance is doubt or anxiety experienced after making a difficult purchase decision. Factors like the number of alternatives considered and substitutability of options can influence dissonance. Consumers may also regret purchases if the product fails to meet expectations or they find out foregone alternatives were better. Approaches to reduce dissonance include increasing desirability of the chosen brand and decreasing desirability of rejected brands. Satisfaction depends on expectations; focusing on satisfying customers totally is important for loyalty rather than immediate repurchase. Dissatisfied customers may still repurchase due to lack of alternatives, while satisfied customers may switch seeking better options.
Brand tracking
Tracking studies collect information from consumers over time through quantitative measures to gather information on key brand dimensions like awareness, loyalty, image, customer segments, and advertising effectiveness. This information is used by marketers for short-term tactical decisions and involves collecting less detailed brand data compared to other types of studies. Key dimensions tracked include brand awareness, customer loyalty, brand image, customer segments, and advertising effectiveness.
The marketing mix
The marketing mix consists of 4 key elements used to sell a product: product, price, place, and promotion. A product includes both tangible features like packaging as well as intangible features like branding. Price is used both to make a profit and influence consumer perceptions of quality. Place refers to how the product reaches customers through distribution channels. Promotion communicates information about the product through advertising, public relations, sales promotions, and direct marketing.
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The marketing mix consists of 4 key elements used to sell a product: product, price, place, and promotion. A product includes both tangible features like packaging as well as intangible features like branding. Price is used both to make a profit and influence consumer perceptions of quality. Place refers to how the product reaches customers through distribution channels. Promotion communicates information about the product through advertising, public relations, sales promotions, and direct marketing.
How do consumers make purchasing decisions
This document outlines the consumer decision making process, which includes problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. It discusses key aspects of each step, such as internal and external triggers for problem recognition, active information search from various sources, attributes and benefits considered during evaluation, and heuristics like conjunctive or elimination used in purchase decisions. Risks and opinions of others can also influence decisions. Post-purchase satisfaction, use, and actions determine repeat purchases and recommendations.
Consumer decision making process slide
The document discusses the consumer decision-making process of evaluating alternatives. It is the third step where consumers compare different solutions to a problem by looking at attributes such as performance, design, price and value for computers. Consumers will evaluate each brand based on these attributes and form beliefs about how each brand rates. They may consult others or salespeople for information. Consumers will compare brands in their consideration set based on relevant criteria to make their choice. Common criteria include country of origin, price, and brand reputation. Consumers may use decision heuristics or rules of thumb to make choices quickly.
Brand tracking studies
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
How do consumers make purchasing decisions
The document outlines a 5-stage model of the consumer buying decision process:
1. Problem recognition - needs are triggered by internal or external stimuli
2. Information search - consumers gather information from personal, commercial, public, and experimental sources
3. Evaluation of alternatives - consumers evaluate products and form preferences among brands based on attributes and perceived value
4. Purchase decision - final decision can be influenced by attitudes of others and unanticipated situational factors
5. Post-purchase behavior - consumers may experience satisfaction, dissatisfaction or disposal after their purchase
chapter5_3
The document outlines the five stages of the consumer buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. In the first stage, internal or external stimuli trigger a need. In the second stage, consumers search for information from commercial, personal, and public sources to learn about brands. In the third stage, consumers evaluate brands based on attributes, beliefs, and an expectancy-value model to make a judgment. In the fourth stage, purchase intentions can be influenced by others or changed by non-compensatory decision models. In the final stage, consumers experience post-purchase satisfaction, take actions, and are influenced by offers.
Brand equity
Brand equity provides added value to products and services from a customer perspective. There are three key ingredients to customer-based brand equity: 1) Differences in consumer response arise from brand knowledge, thoughts, and feelings about the brand over time. 2) Consumer brand knowledge, thoughts, feelings, images and beliefs are responsible for differences in response. 3) Brand equity is reflected in perceptions, preferences, and behaviors related to marketing the brand. The document then discusses several models of measuring brand equity, including the BrandAsset Valuator, BrandZ, and Brand Resonance Model.
What is brand equity?
Brand equity is defined as the marketing effects that are uniquely attributable to a brand, such as differences in consumer responses. Consumer-based brand equity arises from the differential effect that brand knowledge has on how consumers respond to the marketing of that brand. A brand must create strong, favorable, and unique associations with customers for brand equity to exist, which is reflected in customer perceptions, preferences, and behaviors related to the brand. Models for measuring brand equity include the BrandAsset Valuator, BrandZ, and Brand Resonance Model, which all analyze components such as brand differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments, and feelings.
Consumer decesion making process
The document discusses consumer decision making. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the types of consumer decisions and factors that influence consumer decision making like marketing efforts, psychological factors, and socio-cultural environment. The goal is to understand the "how" and "why" of consumers' experiences with products and services.
5-(III) how to consumers make purchasing decisions
The document outlines the 5 stages that consumers go through in the buying process: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how internal and external stimuli can trigger problem recognition, the different sources of information consumers use in their search, and how they evaluate alternatives based on attributes and form attitudes. The document also discusses factors that can influence the purchase decision and the importance of satisfying consumers in the post-purchase stage through reinforcement of their choice.
Consumer decision process
Consumer Decision Process: Problem Recognition
Types of consumer decisions, Purchase involvement levels and the decision process, Problem/Need Recognition, Types of Consumer Problems, Marketing Strategy and Problem Recognition.
3rd alex Marketin Club (Branding & strong brand) dr. Hasan Rashad
#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
*اشترك في جروب ال Marketing Club* عالفيسبوك
https://www.facebook.com/groups/837318003074869/
*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
*Marketing Lover Future Club Group*
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Intrest
*Also Can't attend*
If Working in
*Marketing Services Provider*
=not *Hotel* Marketers
=not *Restaurant* Marketers
=not *Advertising* Marketer
=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
●●●●●●●●●●●●●●●●●●●●
■ *Only Marketers* ■
*& EPS Marketing Diploma*
●●●●●●●●●●●●●●●●●●●●
Confirm coming by Pvt WhatsApp
*To know the new Location*
*#Mahmoud_Bahgat*
00966568654916
*#Marketing_Club*
http://goo.gl/forms/RfskGzDslP
*اشترك بصفحة جمعية الصيادلة المصريين* عالفيسبوك
https://lnkd.in/fucnv_5
■ *Bahgat Facbook Page*
https://lnkd.in/fVAdubA
■ *Bahgat Linkedin*
https://lnkd.in/fvDQXuG
■ *Bahgat Twitter*
https://lnkd.in/fmNC72T
■ *Bahgat YouTube Channel*
https://www.Youtube.com /mahmoud bahgat
■ *Bahgat Instagram*
https://lnkd.in/fmWPXrY
■ *Bahgat SnapChat*
https://lnkd.in/f6GR-mR
*#Mahmoud_Bahgat*
*#Legendary_ADLAND*
www.TheLegendary.info
4th brand dynamics
This document describes a system called Brand Dynamics for measuring and understanding brand value and equity. It outlines different levels in a pyramid that brands must progress through, starting with developing brand presence, then relevance, performance, advantage, and ultimately bonding with consumers. Consumer equity, defined as consumers' thoughts, feelings and associations with a brand, actively determines a brand's meaning and worth. Consumer equity and brand associations directly impact a brand's financial value and equity in the marketplace.
A brand is forever ! A framework for Revitalizing Declining and Dead brands
This document provides guidelines for revitalizing declining brands. It defines key terms like brand equity, brand decline, and brand revival. Common causes of brand decline are discussed, such as compromising on quality, price increases without added value, neglecting the brand, and losing the target market. The document also examines the product life cycle and product evolutionary cycle models. It provides examples of brands that declined and were able to revive by reconnecting with their original target markets and brand identities. The document concludes with criteria for determining if a brand is worth reviving and guidelines for taking a long-term perspective through repositioning while resisting short-term tendencies to milk the brand.
Consumer imagery in consumer behavior
Describes the role of consumer perception and the issues related to the consumer perception about a specific product, service or a brand.
Consumer imagery
This document discusses various aspects of consumer imagery and perception. It explains that consumer imagery refers to consumers buying products that align with their self-image. It then outlines issues like product positioning, perceived price, quality, and risk. It provides examples of how products are positioned for specific benefits. Finally, it examines strategies for positioning and discusses factors that influence a consumer's perception of price, quality, and risk.
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5-(III) how to consumers make purchasing decisions
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3rd alex Marketin Club (Branding & strong brand) dr. Hasan Rashad
3rd alex Marketin Club (Branding & strong brand) dr. Hasan Rashad
A brand is forever ! A framework for Revitalizing Declining and Dead brands
A brand is forever ! A framework for Revitalizing Declining and Dead brands
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Perché costituire o aderire a una rete di imprese nel settore vitivinicolo?
Perché mediante un contratto di rete?
Come è stato fino ad oggi impiegato questo nuovo strumento?
I contratti di rete nel settore agro-alimentare
Quali esperienze di contratto di rete sono maturate nel settore vitivinicolo?
Quali prospettive si aprono e quale vincolo sarebbe utile rimuovere?
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Hedonic
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http://www.pinterest.com/pin/26458716532571120/
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对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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