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โ€œ BRAND EQUITYโ€ ,[object Object]
What is a brand? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand equity ,[object Object],[object Object]
Brand equity: Key aspects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Value to the customer ,[object Object],[object Object],[object Object],[object Object],[object Object]
Value to the firm ,[object Object],[object Object],[object Object],[object Object],[object Object]
Major asset categories   ,[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF-PARITY & POINTS-OF-DIFFERENCE DEEP, BROAD BRAND AWARENESS
Salience Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Performance Dimensions   ,[object Object],[object Object],[object Object],[object Object],[object Object]
Imagery Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Judgment Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Feelings Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resonance Dimensions  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Brand Equity

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF-PARITY & POINTS-OF-DIFFERENCE DEEP, BROAD BRAND AWARENESS
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.

Editor's Notes

  1. 23