This document discusses customer-based brand equity (CBBE) and brand building. It defines CBBE as the differential effect brand knowledge has on consumer response to marketing. Brand knowledge consists of brand awareness and brand image. Sources of brand equity include awareness, image, and strong, favorable, unique associations. The document presents CBBE models and frameworks to understand how performance, imagery, judgments, feelings, and resonance drive brand equity and customer relationships. It emphasizes the importance of understanding customers to build strong, valuable brands.
This is the Chapter 2 lecture presentation for the Branding Course based on the book: Strategic Brand Management, 4th edition (Global Edition), Pearson by Kevin Lane Keller. Created by Phong Nguyen. Shared for students at Eastern International University.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
This is the Chapter 2 lecture presentation for the Branding Course based on the book: Strategic Brand Management, 4th edition (Global Edition), Pearson by Kevin Lane Keller. Created by Phong Nguyen. Shared for students at Eastern International University.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
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Biological screening of herbal drugs: Introduction and Need for
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Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
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2. 2.2
CBBE DEFINITION
• “The differential effect that brand knowledge
has on consumer response to the marketing of
that brand.” (Keller, 1993)
3. 2.3
CBBE MEANINGS
• Differential effect
• Differences in consumer response
• Brand knowledge
• A result of consumers’knowledge about the brand
• Consumer response to marketing
• Choice of a brand
• Recall of copy points from an ad
• Response to a sales promotion
• Evaluations of a proposed brand extension
4. 2.4
Brand Equity as a “Bridge”
• Reflection of past investments in the marketing
of a brand
• Direction for future marketing actions or
programs
5. 2.5
Making a Brand Strong:
Brand Knowledge
• Brand knowledge is the key to creating brand
equity.
• Brand knowledge consists of a brand node in
memory with a variety of associations linked
to it.
• Brand knowledge has two components: brand
awareness and brand image.
7. 2.7
Brand Awareness Advantages
• Learning advantages
– Register the brand in the minds of consumers
• Consideration advantages
– Likelihood that the brand will be a member of the
consideration set
• Choice advantages
– Affect choices among brands in the consideration
set
8. 2.8
Establishing Brand Awareness
• Increasing the familiarity of the brand through
repeated exposure (for brand recognition)
• Forging strong associations with the
appropriate product category or other relevant
purchase or consumption cues (for brand
recall)
9. 2.9
Creating a Positive Brand Image
• Brand Associations
– Does not matter which source of brand association
– Need to be favorable, strong, and unique
– Marketers should recognize the influence of these
other sources of information by both managing
them as well as possible and by adequately
accounting for them in designing communication
strategies.
10. 2.10
The Four Steps of Brand Building
1. Ensure identification of the brand with customers
and an association of the brand in customers’ minds
2. Establish the totality of brand meaning in the minds
of consumers
3. Elicit the proper customer responses to the brand
identification and brand meaning
4. Convert brand response to create an intense, active
loyalty relationship between customers and the brand
11. 2.11
Four Questions Customers ask of Brands
1. Who are you? (brand identity)
2. What are you? (brand meaning)
3. What about you? What do I think or feel
about you? (brand responses)
4. What about you and me? What kind of
association and how much of a connection
would I like to have with you? (brand
relationships)
14. 2.14
Salience Dimensions
Depth of brand awareness
Ease of recognition and recall
Strength and clarity of category membership
Breadth of brand awareness
Purchase consideration
Consumption consideration
15. 2.15
Depth and Breadth Importance
• The product category hierarchy shows us not
only the depth of awareness matters but also
the breadth.
• The brand must not only be top-of-mind and
have sufficient “mind share,” but it must also
do so at the right times and places.
16. 2.16
Product Category Structure
• To fully understand brand recall, we need to
appreciate product category structure, or how
product categories are organized in memory.
17. 2.17
Performance Dimensions
Primary characteristics and supplementary
features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
18. 2.18
Imagery Dimensions
User profiles
Demographic and psychographic characteristics
Actual or aspirational
Group perceptions - popularity
Purchase and usage situations
Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of
usage
Personality and values
Sincerity, excitement, competence, sophistication, and
ruggedness
History, heritage, and experiences
Nostalgia
21. 2.21
Resonance Dimensions
• Behavioral loyalty
– Frequency and amount of repeat purchases
• Attitudinal attachment
– Love brand (favorite possessions; “a little pleasure”)
– Proud of brand
• Sense of community
– Kinship
– Affiliation
• Active engagement
– Seek information
– Join club
– Visit website, chat rooms
24. 2.24
Brand Building Implications
• Customers own brands.
• Don’t take shortcuts with brands.
• Brands should have a duality.
• Brands should have richness.
• Brand resonance provides important focus.
25. 2.25
Creating Customer Value
• Customer-brand relationships are the
foundation of brand resonance and building a
strong brand. The customer-based brand
equity model certainly puts that notion front
and center.
26. 2.26
Is a company consumer-centric?
1. Is the company looking for ways to take care of
you?
2. Does the company know its customers well
enough to differentiate between them?
3. Is someone accountable for customers?
4. Is the company managed for shareholder value?
5. Is the company testing new customer offers and
learning from the results?
Sources: Larry Selden and Geoffrey Colvin, 2004.
28. 2.28
Customer Equity
• Blattberg and Deighton (1996) offer eight guidelines as a
means of maximizing customer equity:
– Invest in highest-value customers first
– Transform product management into customer management
– Consider how add-on sales and cross-selling can increase
customer equity
– Look for ways to reduce acquisition costs
– Track customer equity gains and losses against marketing
programs
– Relate branding to customer equity
– Monitor the intrinsic retainability of your customer
– Consider writing separate marketing plans—or even building two
marketing organizations—for acquisition and retention efforts
29. 2.29
Customer Equity
• The sum of lifetime values of all customers
• Customer lifetime value (CLV) is affected by
revenue and by the cost of customer acquisition,
retention, and cross-selling
• Consists of three components:
– Value equity
– Brand equity
– Relationship equity
Rust, Zeithamal & Lemon, 2004
30. 2.30
Relationship of Customer Equity to
Brand Equity
• Customers drive the success of brands but
brands are the necessary touchpoint that firms
have to connect with their customers.
• Customer-based brand equity maintains that
brands create value by eliciting differential
customer response to marketing activities.
• The higher price premiums and increased
levels of loyalty engendered by brands
generate incremental cash flows.