Brand Equity
•
4 likes•1,153 views
This document discusses key concepts related to branding and brand equity. It defines what a brand is and how branding works. Brand equity is defined as the differential effect of brand knowledge on consumer response. The document lists attributes of strong brands and marketing advantages of strong brands such as improved perceptions, greater loyalty, and larger margins. It also discusses how brand equity is built, measured, and managed through elements like the brand promise, drivers of brand equity, and brand names. Common branding strategies and terms are outlined.
Report
Share
Report
Share
![Chapter Questions… ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
My presentation creating brand equity
This document discusses the concepts of brands and brand equity. It defines a brand as a name, term, symbol, design or combination thereof that identifies products or services. Brand equity refers to the value added to products and services due to marketing and the resulting customer perceptions and loyalty. The document outlines how brand equity is built through initial branding decisions and ongoing marketing support programs. It also discusses how brand equity is measured through audits and tracking of customer perceptions over time. Finally, it covers strategies for managing brand equity through brand reinforcement, revitalization, and portfolio approaches.
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.
Brand equity
This document discusses branding and brand equity. It defines branding as endowing products with a brand to create differences between products. Brand equity is the added value provided to products and services by a brand. The Aaker model identifies five categories of brand assets and liabilities that contribute to brand equity: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. The brand resonance model shows how brand identity, meaning, response, and relationships build brand resonance. Methods for measuring brand equity include brand audits, brand tracking, and brand valuation. Managing brand equity involves brand reinforcement, handling brand crises, brand extensions, and developing brand portfolios.
Brand Equity
Brand equity refers to the financial value and brand assets or liabilities that accrue to a product or service due to marketing programs and brand awareness. It is measured by the differential effect of brand knowledge on consumer responses. Sources of brand equity include brand awareness, image, and associations that are strong, favorable, unique, and link the brand to attributes and benefits. Consumer-based brand equity is the differential effect of brand knowledge on consumer responses to marketing and is built through brand salience, performance, imagery, judgments, feelings, and relationships. Building brand equity involves identifying the brand, developing brand meaning and imagery, influencing consumer responses and judgments, and creating relationships.
building brand equity
This document discusses criteria for choosing effective brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of various brand elements like names, logos, symbols, slogans, URLs, jingles, and packaging that can be used to build brand equity when chosen carefully based on these criteria. The brand elements should create awareness, form positive associations, and reinforce the brand's positioning in customers' minds.
Brand Equity Presentation
This document discusses brand equity and its importance for businesses. It defines brand equity as the added value provided by a brand name due to strong brand recognition and positive consumer associations. Developing brand equity can provide several benefits for firms, including increased cash flow, customer loyalty, competitive advantages, and opportunities for brand extensions. The document outlines different perspectives and strategies for measuring and building brand equity, such as through effective advertising that reinforces brand perceptions over the long term. Maintaining brand equity also poses challenges in keeping brand promises and balancing consistency with change.
V47 Ch9 Creating Brand Equity
Brands are used to differentiate products and services. Brand equity is the added value provided to a product or service, as reflected in how customers think, feel and act about it. There are different elements used to identify and differentiate brands, and major branding strategies include developing new elements, applying existing ones, or combining both. Managing brand equity involves continuously improving products/marketing or revitalizing positioning. Brand portfolios comprise brands with different roles to increase variety, dependence and scale.
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.
Recommended
My presentation creating brand equity
This document discusses the concepts of brands and brand equity. It defines a brand as a name, term, symbol, design or combination thereof that identifies products or services. Brand equity refers to the value added to products and services due to marketing and the resulting customer perceptions and loyalty. The document outlines how brand equity is built through initial branding decisions and ongoing marketing support programs. It also discusses how brand equity is measured through audits and tracking of customer perceptions over time. Finally, it covers strategies for managing brand equity through brand reinforcement, revitalization, and portfolio approaches.
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.
Brand equity
This document discusses branding and brand equity. It defines branding as endowing products with a brand to create differences between products. Brand equity is the added value provided to products and services by a brand. The Aaker model identifies five categories of brand assets and liabilities that contribute to brand equity: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. The brand resonance model shows how brand identity, meaning, response, and relationships build brand resonance. Methods for measuring brand equity include brand audits, brand tracking, and brand valuation. Managing brand equity involves brand reinforcement, handling brand crises, brand extensions, and developing brand portfolios.
Brand Equity
Brand equity refers to the financial value and brand assets or liabilities that accrue to a product or service due to marketing programs and brand awareness. It is measured by the differential effect of brand knowledge on consumer responses. Sources of brand equity include brand awareness, image, and associations that are strong, favorable, unique, and link the brand to attributes and benefits. Consumer-based brand equity is the differential effect of brand knowledge on consumer responses to marketing and is built through brand salience, performance, imagery, judgments, feelings, and relationships. Building brand equity involves identifying the brand, developing brand meaning and imagery, influencing consumer responses and judgments, and creating relationships.
building brand equity
This document discusses criteria for choosing effective brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of various brand elements like names, logos, symbols, slogans, URLs, jingles, and packaging that can be used to build brand equity when chosen carefully based on these criteria. The brand elements should create awareness, form positive associations, and reinforce the brand's positioning in customers' minds.
Brand Equity Presentation
This document discusses brand equity and its importance for businesses. It defines brand equity as the added value provided by a brand name due to strong brand recognition and positive consumer associations. Developing brand equity can provide several benefits for firms, including increased cash flow, customer loyalty, competitive advantages, and opportunities for brand extensions. The document outlines different perspectives and strategies for measuring and building brand equity, such as through effective advertising that reinforces brand perceptions over the long term. Maintaining brand equity also poses challenges in keeping brand promises and balancing consistency with change.
V47 Ch9 Creating Brand Equity
Brands are used to differentiate products and services. Brand equity is the added value provided to a product or service, as reflected in how customers think, feel and act about it. There are different elements used to identify and differentiate brands, and major branding strategies include developing new elements, applying existing ones, or combining both. Managing brand equity involves continuously improving products/marketing or revitalizing positioning. Brand portfolios comprise brands with different roles to increase variety, dependence and scale.
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.
Brand equity
Brand equity refers to the value added to a product or service by its brand name. It is built through successful branding and brand management strategies. Brand equity results in greater customer loyalty, less vulnerability to competition, and larger profit margins. Strong brands are valuable corporate assets that provide competitive advantages like brand extensions and licensing opportunities. Managing brand equity requires identifying brand positions, implementing marketing programs, measuring brand performance, and growing the brand over time.
10
The document discusses key concepts in branding and brand equity including:
1) It defines what a brand is and how branding works to identify the goods or services of one seller and differentiate them from competitors.
2) Brand equity is the differential effect brand knowledge has on consumer response to the marketing of that brand. Strong brands have improved perceptions, greater loyalty, and larger margins.
3) Brand equity is built through strong brand elements, effective marketing activities, and meaning transference between the brand and consumer. It is measured through brand audits, tracking, and valuation models.
Brand equity
The document discusses brand equity and customer-based brand equity (CBBE). It defines brand equity as the measurable financial value and brand assets/liabilities that accrue to a product/service. CBBE is the differential effect brand knowledge has on consumer response to marketing. The key elements of CBBE are the differential effect, brand knowledge, and consumer response. The document outlines the CBBE pyramid and sources/sub-dimensions of brand equity like brand awareness, image, associations, and relationships. It also discusses tools for building brand equity over time and across market segments.
Brand Management
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.
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
Customer Based Brand Equity course content for the Sri Lanka Institute of Marketing - Diploma in Brand Management
Subject: Strategic Brand Management02 branding intro
This document defines branding and its key components. It discusses how a brand is defined as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. A brand represents an overall customer experience and perception that distinguishes a company or product. Strong brands provide benefits like increased customer loyalty and profits. The key components that make up brand equity include brand identity, image, essence, experiences, and positioning in the mind of customers.
Customer Based Brand Equity
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.
Bmgt 411 chapter_8
Branding involves endowing products and services with the power of a brand to differentiate them and build customer loyalty. Brand equity is the added value provided to products and services by a brand and is built through strong brand associations in customers' minds. Developing a strong brand requires identifying brand elements, delivering on the brand promise through products and marketing, and measuring brand equity over time. Key decisions involve whether to use individual brand names, a corporate umbrella, or sub-brands across a brand portfolio. Building brand extensions and leveraging secondary brand associations can also help increase brand equity.
Brand Equity
This document discusses strategic brand management concepts and measuring brand equity. It defines brand equity as the differential effect that brand knowledge has on consumer responses. It identifies key elements of brand equity as brand loyalty, brand awareness, perceived quality, and brand associations. The document discusses how to build and measure each element, and the benefits they provide such as loyal customers and ability to charge a price premium. It emphasizes that managing brand equity requires understanding what drives brand equity according to consumers and how the brand performs on those drivers. Methods discussed for measuring equity include calculating a Brand Equity Index to evaluate brand strength over time and against competitors.
Brand equity
Brand equity refers to the added value provided to products and services by a brand. It is an intangible asset that has psychological and financial value for a firm. Brand equity develops as customers become aware of, recognize, try, and form a preference for a brand, potentially becoming loyal to it. Strong brands with positive consumer perceptions, like Apple, have high brand equity, while brands that disappoint consumers can develop negative equity.
Strategic Brand Management Chapter 1
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Increase your brand equity
This document discusses increasing brand equity and outlines key concepts for building a strong brand, including selecting an appropriate brand name and logo, registering trademarks for legal protection, and measuring brand awareness, market share, sensitivity, loyalty, and core value. Brand awareness can be increased through traditional advertising methods like outdoor ads, press conferences, and audio/visual media, as well as digital marketing campaigns using SMS, email, social media, and web/banner ads.
CBBC Pyramid
The document discusses the Customer-Based Brand Equity Pyramid model and applies it to analyze the brand equity of Kit Kat. It examines Kit Kat across the four levels of the pyramid: 1) Identity, which establishes Kit Kat's brand awareness and category membership. 2) Meaning, including its performance and imagery as a youthful yet universal brand. 3) Response, where consumers judge Kit Kat as affordable and relevant. 4) Relationships, as Kit Kat strongly resonates with consumers due to childhood memories and repeat purchases.
Defining Brand Equity
Marketing / Brand Management - BBA/MBA Course
Your comments are welcome to improve this content..
Francois Gaucher
Aperto Libro Academy
Keller01
This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Co chapter 9 creating brand equity
The document discusses the concept of brand equity and how it adds value to products and services by influencing how consumers think, feel and act towards a brand. It covers topics like brand elements, brand contact, brand resonance model, and how brands can be leveraged through secondary information and managed through reinforcement, revitalization, and strategic decisions around extensions and portfolios. The document uses examples like ESPN to illustrate brand concepts.
Branding
A brand is a name, symbol or design that identifies products from one seller and differentiates them from competitors. Brands help identify the maker, simplify product handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages like securing price premiums. Branding endows products with the power of the brand name while brand equity reflects the added value of positive brand associations. Strong brands improve perceptions, build loyalty, and provide greater marketing and financial benefits.
Ch9 Creating Brand Equity Top 10 Learning Questions
1. Individuality is not a component of brand equity. The key components are differentiation, relevance, energy, esteem, and knowledge.
2. Brand identity represents what the brand stands for and what it promises to consumers.
3. A brand logo is an example of a brand element, which is one of the drivers of brand equity along with marketing activities and meaning transference.
Consumer Based Brand Equity
This document summarizes a research study that developed and validated a measurement instrument for consumer-based brand equity. The study proposed measuring brand equity across four dimensions: 1) functional utility associated with the product, 2) symbolic utility associated with the product, 3) functional utility associated with the brand name, and 4) symbolic utility associated with the brand name. A scale was developed and tested on sports shoes brands. The results indicated the scale had reasonable reliability and validity for measuring brand equity in the sports shoes sector.
Brand Equity & Its Measurement
The document discusses brand equity and its measurement. It defines brand equity as the incremental contribution ($) per year obtained by the brand compared to an unbranded product. Brand equity is driven by consumers' increased choice probability for the branded product. The approach measures three sources of brand equity - brand awareness, attribute perceptions, and non-attribute preferences - and how much each contributes to brand equity directly and indirectly through brand availability. Applying this method provides what-if analysis to predict strategies for enhancing brand equity.
Session 18 mg 220 bba - 18 oct 10
This document outlines the slides for a marketing management class. It discusses various competitive strategies such as market challenger, follower, and nicher strategies. It also discusses balancing customer and competitive orientations when devising strategies. Finally, it discusses developing brand strategy, including decisions around branding, extensions, and brand portfolios.
Research paper on assessmet of sales potential of cloud-based mobility soluti...
Research paper on assessmet of sales potential of cloud-based mobility solutions for financial institutes
More Related Content
What's hot
Brand equity
Brand equity refers to the value added to a product or service by its brand name. It is built through successful branding and brand management strategies. Brand equity results in greater customer loyalty, less vulnerability to competition, and larger profit margins. Strong brands are valuable corporate assets that provide competitive advantages like brand extensions and licensing opportunities. Managing brand equity requires identifying brand positions, implementing marketing programs, measuring brand performance, and growing the brand over time.
10
The document discusses key concepts in branding and brand equity including:
1) It defines what a brand is and how branding works to identify the goods or services of one seller and differentiate them from competitors.
2) Brand equity is the differential effect brand knowledge has on consumer response to the marketing of that brand. Strong brands have improved perceptions, greater loyalty, and larger margins.
3) Brand equity is built through strong brand elements, effective marketing activities, and meaning transference between the brand and consumer. It is measured through brand audits, tracking, and valuation models.
Brand equity
The document discusses brand equity and customer-based brand equity (CBBE). It defines brand equity as the measurable financial value and brand assets/liabilities that accrue to a product/service. CBBE is the differential effect brand knowledge has on consumer response to marketing. The key elements of CBBE are the differential effect, brand knowledge, and consumer response. The document outlines the CBBE pyramid and sources/sub-dimensions of brand equity like brand awareness, image, associations, and relationships. It also discusses tools for building brand equity over time and across market segments.
Brand Management
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.
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
Customer Based Brand Equity course content for the Sri Lanka Institute of Marketing - Diploma in Brand Management
Subject: Strategic Brand Management02 branding intro
This document defines branding and its key components. It discusses how a brand is defined as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. A brand represents an overall customer experience and perception that distinguishes a company or product. Strong brands provide benefits like increased customer loyalty and profits. The key components that make up brand equity include brand identity, image, essence, experiences, and positioning in the mind of customers.
Customer Based Brand Equity
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.
Bmgt 411 chapter_8
Branding involves endowing products and services with the power of a brand to differentiate them and build customer loyalty. Brand equity is the added value provided to products and services by a brand and is built through strong brand associations in customers' minds. Developing a strong brand requires identifying brand elements, delivering on the brand promise through products and marketing, and measuring brand equity over time. Key decisions involve whether to use individual brand names, a corporate umbrella, or sub-brands across a brand portfolio. Building brand extensions and leveraging secondary brand associations can also help increase brand equity.
Brand Equity
This document discusses strategic brand management concepts and measuring brand equity. It defines brand equity as the differential effect that brand knowledge has on consumer responses. It identifies key elements of brand equity as brand loyalty, brand awareness, perceived quality, and brand associations. The document discusses how to build and measure each element, and the benefits they provide such as loyal customers and ability to charge a price premium. It emphasizes that managing brand equity requires understanding what drives brand equity according to consumers and how the brand performs on those drivers. Methods discussed for measuring equity include calculating a Brand Equity Index to evaluate brand strength over time and against competitors.
Brand equity
Brand equity refers to the added value provided to products and services by a brand. It is an intangible asset that has psychological and financial value for a firm. Brand equity develops as customers become aware of, recognize, try, and form a preference for a brand, potentially becoming loyal to it. Strong brands with positive consumer perceptions, like Apple, have high brand equity, while brands that disappoint consumers can develop negative equity.
Strategic Brand Management Chapter 1
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Increase your brand equity
This document discusses increasing brand equity and outlines key concepts for building a strong brand, including selecting an appropriate brand name and logo, registering trademarks for legal protection, and measuring brand awareness, market share, sensitivity, loyalty, and core value. Brand awareness can be increased through traditional advertising methods like outdoor ads, press conferences, and audio/visual media, as well as digital marketing campaigns using SMS, email, social media, and web/banner ads.
CBBC Pyramid
The document discusses the Customer-Based Brand Equity Pyramid model and applies it to analyze the brand equity of Kit Kat. It examines Kit Kat across the four levels of the pyramid: 1) Identity, which establishes Kit Kat's brand awareness and category membership. 2) Meaning, including its performance and imagery as a youthful yet universal brand. 3) Response, where consumers judge Kit Kat as affordable and relevant. 4) Relationships, as Kit Kat strongly resonates with consumers due to childhood memories and repeat purchases.
Defining Brand Equity
Marketing / Brand Management - BBA/MBA Course
Your comments are welcome to improve this content..
Francois Gaucher
Aperto Libro Academy
Keller01
This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Co chapter 9 creating brand equity
The document discusses the concept of brand equity and how it adds value to products and services by influencing how consumers think, feel and act towards a brand. It covers topics like brand elements, brand contact, brand resonance model, and how brands can be leveraged through secondary information and managed through reinforcement, revitalization, and strategic decisions around extensions and portfolios. The document uses examples like ESPN to illustrate brand concepts.
Branding
A brand is a name, symbol or design that identifies products from one seller and differentiates them from competitors. Brands help identify the maker, simplify product handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages like securing price premiums. Branding endows products with the power of the brand name while brand equity reflects the added value of positive brand associations. Strong brands improve perceptions, build loyalty, and provide greater marketing and financial benefits.
Ch9 Creating Brand Equity Top 10 Learning Questions
1. Individuality is not a component of brand equity. The key components are differentiation, relevance, energy, esteem, and knowledge.
2. Brand identity represents what the brand stands for and what it promises to consumers.
3. A brand logo is an example of a brand element, which is one of the drivers of brand equity along with marketing activities and meaning transference.
Consumer Based Brand Equity
This document summarizes a research study that developed and validated a measurement instrument for consumer-based brand equity. The study proposed measuring brand equity across four dimensions: 1) functional utility associated with the product, 2) symbolic utility associated with the product, 3) functional utility associated with the brand name, and 4) symbolic utility associated with the brand name. A scale was developed and tested on sports shoes brands. The results indicated the scale had reasonable reliability and validity for measuring brand equity in the sports shoes sector.
Brand Equity & Its Measurement
The document discusses brand equity and its measurement. It defines brand equity as the incremental contribution ($) per year obtained by the brand compared to an unbranded product. Brand equity is driven by consumers' increased choice probability for the branded product. The approach measures three sources of brand equity - brand awareness, attribute perceptions, and non-attribute preferences - and how much each contributes to brand equity directly and indirectly through brand availability. Applying this method provides what-if analysis to predict strategies for enhancing brand equity.
What's hot (20)
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
Customer Based Brand Equity (CBBE) by Leroy J. Ebert
Ch9 Creating Brand Equity Top 10 Learning Questions
Ch9 Creating Brand Equity Top 10 Learning Questions
Viewers also liked
Session 18 mg 220 bba - 18 oct 10
This document outlines the slides for a marketing management class. It discusses various competitive strategies such as market challenger, follower, and nicher strategies. It also discusses balancing customer and competitive orientations when devising strategies. Finally, it discusses developing brand strategy, including decisions around branding, extensions, and brand portfolios.
Research paper on assessmet of sales potential of cloud-based mobility soluti...
Research paper on assessmet of sales potential of cloud-based mobility solutions for financial institutes
Brand audit samsung 2013 seeking luxury independently
Samsung is auditing its brand performance in the US smartphone market. Several models are used to understand the brand, including Keller's identity prism, Kapferer's identity and positioning model, and the customer base brand equity pyramid. Secondary data on sales, market share, and competitors is reviewed. The analysis focuses on demographics, brand associations, and financial metrics like profits and costs. While Samsung has strong sales numbers, the conclusion is the brand lacks luxury image and self-recognition compared to key rival Apple. A recommendation will provide solutions to increase brand value and sales volume.
Brand & packaging management
The document discusses brand management and creating brand equity. It defines what a brand is and outlines some of the benefits brands can provide. Brand equity is defined as the differential effect of brand knowledge on consumer response. Strong brands excel at delivering benefits to consumers, stay relevant, communicate consistent messages, and are supported by the organization. Measuring brand equity involves brand audits and brand tracking to collect information from customers. Managing brand equity requires brand reinforcement, revitalization when needed due to changes, and handling brand crises. Developing a branding strategy involves decisions on applying existing brand elements or creating new ones when introducing new products.
Developing and establishing a brand positioning
The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.
Devising brand strategy
There are three main choices for branding a product: developing a new brand, applying an existing brand, or combining the two approaches. Alternative branding strategies include using separate family brand names under a corporate umbrella or hybrid brand names. Brand portfolios can include a low entry-level product to attract customers to higher-end products. Brand extension allows firms to leverage their most valuable assets by launching new products, like Coca-Cola extending its brand with variations like Diet Coke and Coke Zero.
Sunsilk brand audit report
This document provides a brand audit of Sunsilk shampoo conducted by a group of MBA students. It includes an overview of Sunsilk's history, logo, brand portfolio, target market, marketing strategies, competitive analysis, packaging, pricing, promotion, advertising, SWOT analysis, and brand equity. The audit examines Sunsilk's current position in the market and provides recommendations. Statistical analysis from consumer surveys is also included to understand brand awareness, positioning, and consumer perceptions.
Measuring brand equity
This document discusses various methods for measuring brand equity, including qualitative, quantitative, and comparative methods. Qualitative methods involve unstructured techniques like free association and projective techniques to understand consumer perceptions. Quantitative methods use scales to measure brand awareness, image, and beliefs through tools like aided recall, multidimensional scaling, and analyzing purchase intentions. Comparative methods examine consumer response to brands and marketing programs through approaches like conjoint analysis and holistic methods that value brands.
Branding
Branding is important for distinguishing products and establishing status. A brand represents the value delivered to customers and builds loyalty. Strong brands are integrated within organizations and drive shareholder value. Key branding elements include the name, position, promise, personality, tone, story and associations. Branding strategies include product, line, range and umbrella branding. Brand management involves marketing programs to build and maintain brand equity through product, price, distribution and communications. New challenges for brands include consumer simplification needs, increased competition and complex portfolios.
Kotler Creating Brand Equity
Presentation made on Creating Brand Equity as explained in Marketing Management latest edition by Philip Kotler
Measuring Brand Equity
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Chapter 9 Creating Brand Equity
1. Brand equity is the added value provided to products and services by a brand. It is reflected in how consumers think, feel, and act towards the brand and is measured by prices, market share, and profitability.
2. Brand equity is built through strong brand elements, integrated marketing programs, and associations transferred to the brand. It is measured using brand audits, tracking, and valuation to assess financial brand value.
3. Managing brand equity involves brand reinforcement through innovation and relevance. Strong brands differentiate themselves, have high energy and relevance, and are well-regarded with familiarity among consumers.
Brand Equity Presentation
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Brand equity
The document discusses various aspects of brand management including defining brands and brand equity, developing brand positioning, and measuring brand performance. It covers common brand equity models like Aaker's model and BrandZ, and how they measure elements such as brand strength, relevance, and consumer perceptions. It also outlines strategies for managing brand equity like brand reinforcement, extensions, and handling brand crises.
Developing a Brand Strategy
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
Viewers also liked (15)
Research paper on assessmet of sales potential of cloud-based mobility soluti...
Research paper on assessmet of sales potential of cloud-based mobility soluti...
Brand audit samsung 2013 seeking luxury independently
Brand audit samsung 2013 seeking luxury independently
Similar to Brand Equity
Mkt Mgmt Chap 9
The document discusses key concepts in strategic brand management including defining what a brand is, the role and value of brands, how brand equity is built and measured, and important decisions in developing a branding strategy. It covers topics such as brand positioning, brand marketing implementation, brand performance measurement, growing and sustaining brand value, brand equity models, drivers of brand equity, designing marketing activities, internal branding, measuring brand equity, and managing brand equity.
Marketing Management Session 14
The document discusses various topics related to branding including defining what a brand is, the role and advantages of strong brands, what brand equity and brand promises are, and how to measure and manage brand equity. It also provides examples of strong brands like Apple and discusses various brand equity models and strategies for building, maintaining, and growing brand value over time.
Mm.08.10 deleted
The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.
Brand Mgt.pdf
The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
Brands & Brand Management
A brand is a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It is a product plus added dimensions that differentiate it. Brands create competitive advantage and provide value for both consumers and companies. Building customer-based brand equity involves creating brand knowledge structures through initial brand elements and marketing programs. Strong, favorable brand associations held in customer memory determine customer-based brand equity and its benefits like greater loyalty and price premiums.
strategicbrandmanagement-131222041952-phpapp01.pptx
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, brand elements, and models for measuring brand equity. The document outlines Aaker's brand equity model and the customer-based brand equity pyramid, which illustrates how brand identity, meaning, response, and relationships can build resonance between the customer and the brand.
Strategicbrandmanagement
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, and the strategic brand management process. The document also introduces Aaker's model of brand equity, which examines brand awareness, associations, perceived quality, and loyalty, and describes how these elements can be measured. Finally, it outlines Keller's customer-based brand equity pyramid, which analyzes how brand identity, meaning, response, and relationships can create resonance between customers and a brand.
Brand advertising
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
Downloads abc 2006 - presentation downloads-brand advertising
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
Brand advertising
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Brand planning
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
Brand Strategy Toolkit
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
Brand strategy toolkit
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing target audiences, developing brand positioning, crafting a brand personality, and creating an integrated marketing communications strategy to ensure consistency across touchpoints.
Brand management unit 1
This document discusses key concepts in brand management including:
- The meaning of brands, branding, and brand management and their importance to consumers and firms.
- The difference between products and brands and how brands add value.
- The strategic brand management process and customer-based brand equity (CBBE) model.
- Sources of brand equity like brand awareness, loyalty, perceived quality, and associations.
- The importance and basis of brand positioning in differentiating a brand and creating demand.
Brand management.pdf
The document discusses integrated marketing communications and customer-based brand equity. It defines the roles of marketing communications in informing, persuading, and building relationships with consumers to contribute to brand equity. It emphasizes that different communication options can accomplish different objectives depending on their strengths. The key is for marketers to evaluate all options to create the desired brand knowledge structures effectively and at optimal cost.
Branding
This document discusses brands and brand management. It defines what a brand is, including both tangible and intangible attributes that identify a seller's products. Strong brands create loyalty and allow companies to charge premium prices. The document lists some of the top global brands and discusses strategies for building brand value over the long term through quality, positioning, communications and maintaining an internal understanding of brand values. It also outlines different brand strategies companies can employ including extensions, stretching, sponsorship and managing multiple brands.
Power of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark UniversityProviders' Council (Massachusetts Council of Human Service Providers, Inc.)
Slides for Dr. Robert Ristino's keynote presentation to the Providers' Council's seminar on the Power of Branding on April 7, 2010 at the Crowne Plaza Hotel in Natick, Massachusetts. Dr. Ristino is an adjunct professor at Clark University. Ristino has a 30-year career in organizational communications and has served in public relations management positions at General Electric and UMass Memorial Healthy System.Context Branding And Some Case Studies
The document discusses maintaining brand relevance through growth strategies and defining perceptions of a brand. It provides examples of how brand perceptions can become misaligned between executives and staff, causing customer confusion. The 10 drivers of perception, including identity and uniqueness, are identified as a way to align internal understanding of the brand and manage perceptions. Case studies demonstrate issues that can occur without strategic and cultural alignment across an organization.
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
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.
Lecture 2 Brand Management
1. The document discusses strategic brand management and building customer-based brand equity. It defines brands and differentiates them from products.
2. Key aspects of strategic brand management include establishing brand positioning and values, implementing marketing programs, measuring brand performance, and growing brand equity.
3. Building customer-based brand equity involves choosing brand elements, developing marketing programs, leveraging secondary associations, and creating various types of consumer brand knowledge and associations.
Similar to Brand Equity (20)
strategicbrandmanagement-131222041952-phpapp01.pptx
strategicbrandmanagement-131222041952-phpapp01.pptx
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
Power of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark University
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Recently uploaded
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationOperational Excellence Consulting
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentationsOrganizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership at Agile Tour Geneve 2024
Top mailing list providers in the USA.pptx
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
The Genesis of BriansClub.cm Famous Dark WEb Platform
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Mastering B2B Payments Webinar from BlueSnap
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Digital Transformation Frameworks: Driving Digital Excellence
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Best Forex Brokers Comparison in INDIA 2024
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Income Tax exemption for Start up : Section 80 IAC
A presentation on the concept of Exemption of Profits of Start ups from Income Tax
Industrial Tech SW: Category Renewal and Creation
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Easily Verify Compliance and Security with Binance KYC
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
Digital Marketing with a Focus on Sustainability
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
3 Simple Steps To Buy Verified Payoneer Account In 2024
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Leaders who possess self-awareness deeply understand their emotions, strengths, and weaknesses.
一比一原版新西兰奥塔哥大学毕业证（otago毕业证）如何办理
一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
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！
How to Implement a Real Estate CRM Software
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Part 2 Deep Dive: Navigating the 2024 Slowdown
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Recently uploaded (20)
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Income Tax exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
3 Simple Steps To Buy Verified Payoneer Account In 2024
3 Simple Steps To Buy Verified Payoneer Account In 2024
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Brand Equity
- 1. Marketing Management, 12/e A South Asian Perspective 10 Creating Brand Equity… Vikas sarolia
- 3. Brand… A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
- 6. Branding… Endowing products and services with the power of a brand.
- 7. Brand Equity… The differential effect that brand knowledge has on consumer response to the marketing of that brand.
- 10. Brand Promise… The marketer’s vision of what the brand must be and do for Consumers.
- 12. Drivers of Brand Equity…
- 17. Interbrand’s Brand Equity Formula…
- 19. Devising a Branding Strategy…
- 21. Brand Naming…
- 22. Brand Roles in a Brand Portfolio…