This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer responses to marketing for that brand. It identifies brand awareness, brand image, and the associations consumers have with the brand as key components of brand equity. The document presents a model for customer-based brand equity that shows how performance, imagery, feelings, judgments and resonance contribute to building brand salience and a strong consumer-brand relationship.
The document discusses customer-based brand equity and the key drivers that build brand equity. It explains that brand equity is measured by the total value of a brand and is determined by the differential effect brand knowledge has on consumer response. There are four levels in the customer-based brand equity pyramid - identity, meaning, response, and resonance. Building brand equity requires establishing brand identification, developing brand positioning and meaning, eliciting proper customer responses, and converting responses into customer loyalty.
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 document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key components of brand equity as brand awareness, brand image, perceptions and feelings, and relationships. The document outlines Keller's customer-based brand equity pyramid model which shows how brand identity and meaning lead to customer responses, judgments, and feelings, ultimately resulting in brand resonance. It provides implications for brand building such as focusing on customer value and relationships.
This document discusses customer-based brand equity and how to build strong brands. It defines customer-based brand equity as the differential effect brand knowledge has on consumer responses to marketing. Strong brands have high brand awareness, favorable brand associations in consumer memory. Building brand equity requires establishing brand identity, meaning, responses, and relationships with consumers. The key is developing strong brand knowledge through awareness and positive brand image and associations.
1. The document discusses customer-based brand equity and how building strong brand knowledge through awareness, image, associations and loyalty can create brand equity.
2. It presents a customer-based brand equity pyramid model with brand identity, meaning, response and resonance as the levels to create strong customer-brand relationships.
3. The model identifies key drivers of brand equity such as performance, imagery, feelings, judgments and resonance that companies can focus on to build their brands.
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.
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
The document discusses customer-based brand equity (CBBE) and its key components. The CBBE model incorporates consumer behavior theory and practices to understand how consumers perceive brands. It has three main ingredients: differential effect between brands, brand knowledge consisting of awareness and image that consumers have stored in memory, and consumer responses to marketing. Strong brands create value by having favorable brand associations in the minds of consumers that are desirable, deliverable, and distinctive from competitors. Building brand equity requires strategies to increase brand awareness, develop positive brand image and identity, elicit strong consumer responses, and create loyal relationships.
The document discusses customer-based brand equity and the key drivers that build brand equity. It explains that brand equity is measured by the total value of a brand and is determined by the differential effect brand knowledge has on consumer response. There are four levels in the customer-based brand equity pyramid - identity, meaning, response, and resonance. Building brand equity requires establishing brand identification, developing brand positioning and meaning, eliciting proper customer responses, and converting responses into customer loyalty.
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 document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key components of brand equity as brand awareness, brand image, perceptions and feelings, and relationships. The document outlines Keller's customer-based brand equity pyramid model which shows how brand identity and meaning lead to customer responses, judgments, and feelings, ultimately resulting in brand resonance. It provides implications for brand building such as focusing on customer value and relationships.
This document discusses customer-based brand equity and how to build strong brands. It defines customer-based brand equity as the differential effect brand knowledge has on consumer responses to marketing. Strong brands have high brand awareness, favorable brand associations in consumer memory. Building brand equity requires establishing brand identity, meaning, responses, and relationships with consumers. The key is developing strong brand knowledge through awareness and positive brand image and associations.
1. The document discusses customer-based brand equity and how building strong brand knowledge through awareness, image, associations and loyalty can create brand equity.
2. It presents a customer-based brand equity pyramid model with brand identity, meaning, response and resonance as the levels to create strong customer-brand relationships.
3. The model identifies key drivers of brand equity such as performance, imagery, feelings, judgments and resonance that companies can focus on to build their brands.
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.
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
The document discusses customer-based brand equity (CBBE) and its key components. The CBBE model incorporates consumer behavior theory and practices to understand how consumers perceive brands. It has three main ingredients: differential effect between brands, brand knowledge consisting of awareness and image that consumers have stored in memory, and consumer responses to marketing. Strong brands create value by having favorable brand associations in the minds of consumers that are desirable, deliverable, and distinctive from competitors. Building brand equity requires strategies to increase brand awareness, develop positive brand image and identity, elicit strong consumer responses, and create loyal relationships.
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.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
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.
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.
This document discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It describes the components of brand knowledge as brand awareness and brand image. The document outlines Keller's customer-based brand equity pyramid model, which shows how brand identity, meaning, response, and relationships drive resonance. It discusses how building brand awareness, image, judgments, feelings, performance, and imagery can increase customer-based brand equity.
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.
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.
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.
This document discusses customer-based brand equity (CBBE) and how to establish strong brand positioning. It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand equity can be positive if consumers react more favorably to a branded product, or negative if they react less favorably. The document outlines how to measure brand awareness and image as components of brand knowledge that drive brand equity. It also provides guidelines for identifying the target market and competitors to determine appropriate points of parity and points of difference for brand positioning. Overall the document provides a framework for understanding how to analyze brands from the consumer perspective and strategically position a brand.
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.
The document discusses several challenges and opportunities related to branding. It outlines 6 key challenges: 1) a shift from long-term strategy to short-term tactics, 2) a shift from advertising to promotions, 3) the growth of online shopping, 4) opportunities from new technologies, 5) more sophisticated buyers, and 6) the growth of corporate branding. It also discusses the importance of branding and maintaining key branding concepts like a clear brand promise, defining brand attributes, and establishing a brand personality. Strong brands build loyalty by consistently meeting customer expectations.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
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.
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
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.
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.
The document discusses tools and objectives for building customer-based brand equity including choosing brand elements, developing marketing programs, and leveraging secondary brand associations. It also discusses how marketing investments can create brand equity that leads to greater customer loyalty, pricing power, and shareholder value through increased awareness, stronger associations, and better market performance. Regular brand tracking and an equity management system are recommended to measure and improve brand equity over time.
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
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.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
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.
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.
This document discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It describes the components of brand knowledge as brand awareness and brand image. The document outlines Keller's customer-based brand equity pyramid model, which shows how brand identity, meaning, response, and relationships drive resonance. It discusses how building brand awareness, image, judgments, feelings, performance, and imagery can increase customer-based brand equity.
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.
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.
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.
This document discusses customer-based brand equity (CBBE) and how to establish strong brand positioning. It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand equity can be positive if consumers react more favorably to a branded product, or negative if they react less favorably. The document outlines how to measure brand awareness and image as components of brand knowledge that drive brand equity. It also provides guidelines for identifying the target market and competitors to determine appropriate points of parity and points of difference for brand positioning. Overall the document provides a framework for understanding how to analyze brands from the consumer perspective and strategically position a brand.
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.
The document discusses several challenges and opportunities related to branding. It outlines 6 key challenges: 1) a shift from long-term strategy to short-term tactics, 2) a shift from advertising to promotions, 3) the growth of online shopping, 4) opportunities from new technologies, 5) more sophisticated buyers, and 6) the growth of corporate branding. It also discusses the importance of branding and maintaining key branding concepts like a clear brand promise, defining brand attributes, and establishing a brand personality. Strong brands build loyalty by consistently meeting customer expectations.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
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.
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
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.
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.
The document discusses tools and objectives for building customer-based brand equity including choosing brand elements, developing marketing programs, and leveraging secondary brand associations. It also discusses how marketing investments can create brand equity that leads to greater customer loyalty, pricing power, and shareholder value through increased awareness, stronger associations, and better market performance. Regular brand tracking and an equity management system are recommended to measure and improve brand equity over time.
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Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
2. 2.2
Customer-Based Brand Equity
“The differential effect that brand knowledge has
on consumer response to the marketing of that
brand.”
Keller, 1993
3. 2.3
Customer-Based Brand Equity
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)
12. 2.12
Customer-Based Brand Equity Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
13. Sub-Dimensions of CBBE Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
CATEGORY IDENTIFICATION
NEEDS SATISFIED
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY,
DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS,
EFFICIENCY & EMPATHY
STYLE AND DESIGN
PRICE
USER PROFILES
PURCHASE & USAGE
SITUATIONS
PERSONALITY &
VALUES
HISTORY, HERITAGE
& EXPERIENCES
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 roughness
History, heritage, and experiences
Nostalgia
Memories
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
23. Application:
Identify the Key Drivers of Brand Equity
0.17 0.66
0.24
0.65
Performance
Imagery Feelings
Judgment
Resonance
0.58
0.49
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 retain ability 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.