Employee Contribution to Brand Equity
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~ 75% work that Brands do is more squarely focused on how they get greater performance out of their employees, and how they lessen the gap b/w Executives and front line employees. Ref: Andrea Sullivan, CMO Interbrand; How treating Employees Well Boosts Brand Value
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Mk0011 consumer behaviour
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What major psychological processes influence consumer responses to the market...
What major psychological processes influence consumer responses to the market...Vaishnavi Ketharnathan
There are 4 key psychological processes that influence consumer responses to marketing:
1. Motivation, which is driven by needs and motives according to theories by Freud, Maslow, and Herzberg.
2. Perception, which includes selective attention, distortion, and retention of marketing stimuli.
3. Learning, through which consumers generalize responses to brands based on past experiences.
4. Memory, as marketers aim to create strong brand associations that consumers can recall.Introduction to Consumer Behavior (Updated)
This document provides an overview of key concepts in consumer behavior taught in an introductory consumer behavior course. It discusses definitions of consumer behavior and different consumer orientations throughout history. The marketing concept is explained as well as how marketers segment, target, and position products. The document also covers customer value, satisfaction, trust and retention. It provides examples of how companies like Starbucks create value propositions and how McDonald's communicates value to consumers. The impact of digital technologies and social media on marketing is examined. A simple model of the consumer decision making process is also presented.
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This document provides an overview of low-effort judgment and decision-making processes used by consumers for products they are not highly involved with or interested in. It discusses how consumers use shortcuts and heuristics to make quick judgments. These include the representativeness heuristic where consumers compare options to what is representative of a category, and the availability heuristic where judgments are based on what is easily recalled. The document also outlines various low-effort decision-making processes and choice tactics consumers may use, such as satisficing to find an option good enough, not best. It discusses how feelings and habits can influence low-involvement choices as well as the marketing implications of targeting such consumers.
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The document discusses the use of emotional appeals in advertising. It identifies two types of emotional appeals: positive appeals which use emotions like love, pride, humor and bravery to encourage purchasing; and negative appeals which use fear-based emotions like fear of death to induce customers. Specific positive appeals mentioned include humor, love, prestige and bravery, while fear appeals are discussed as a common negative emotional appeal technique.
What major psychological processes influence consumer responses to the market...
The document discusses major psychological processes that influence consumer responses to marketing: motivation, learning, memory, and perception. It describes theories of motivation like Maslow's hierarchy of needs and Herzberg's two-factor theory. It also explains key aspects of perception like selective attention, retention, and distortion. Memory is discussed in terms of short-term and long-term memory. Learning changes behavior through experiences. Marketers can associate products with strong drives and provide positive reinforcement to build demand.
Consumer behaviour
The document provides an overview of key concepts related to consumer behaviour. It defines consumer behaviour according to different authors as the actions and decisions of individuals when purchasing goods for personal use. It also discusses customer needs processes, customer satisfaction, reasons why customers leave, differences between good, bad and excellent service, tracking customer satisfaction, and the relationship between consumer emotions/moods and motives. Customer loyalty is defined as customers believing a company's offering is their best option. A customer loyalty model and strategies for building loyalty are presented.
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Consumer behaviour involves how individuals select, purchase, use, and dispose of goods and services. It includes stages like need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. As an example, a student recognizes hunger on their first day of college, searches for information from colleagues on where to eat, evaluates options like the campus canteen and cafeteria, decides to purchase lunch, and then evaluates if their needs were met after the purchase. Consumer behavior is influenced by commercial, personal, and public sources and aims to understand satisfaction versus dissatisfaction with a purchase.
Recommended
Mk0011 consumer behaviour
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
“ help.mbaassignments@gmail.com ”
or
Call us at : 08263069601
(Prefer mailing. Call in emergency )
What major psychological processes influence consumer responses to the market...
What major psychological processes influence consumer responses to the market...Vaishnavi Ketharnathan
There are 4 key psychological processes that influence consumer responses to marketing:
1. Motivation, which is driven by needs and motives according to theories by Freud, Maslow, and Herzberg.
2. Perception, which includes selective attention, distortion, and retention of marketing stimuli.
3. Learning, through which consumers generalize responses to brands based on past experiences.
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The document discusses major psychological processes that influence consumer responses to marketing: motivation, learning, memory, and perception. It describes theories of motivation like Maslow's hierarchy of needs and Herzberg's two-factor theory. It also explains key aspects of perception like selective attention, retention, and distortion. Memory is discussed in terms of short-term and long-term memory. Learning changes behavior through experiences. Marketers can associate products with strong drives and provide positive reinforcement to build demand.
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The document provides an overview of key concepts related to consumer behaviour. It defines consumer behaviour according to different authors as the actions and decisions of individuals when purchasing goods for personal use. It also discusses customer needs processes, customer satisfaction, reasons why customers leave, differences between good, bad and excellent service, tracking customer satisfaction, and the relationship between consumer emotions/moods and motives. Customer loyalty is defined as customers believing a company's offering is their best option. A customer loyalty model and strategies for building loyalty are presented.
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Consumer behaviour involves how individuals select, purchase, use, and dispose of goods and services. It includes stages like need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. As an example, a student recognizes hunger on their first day of college, searches for information from colleagues on where to eat, evaluates options like the campus canteen and cafeteria, decides to purchase lunch, and then evaluates if their needs were met after the purchase. Consumer behavior is influenced by commercial, personal, and public sources and aims to understand satisfaction versus dissatisfaction with a purchase.
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This document outlines key concepts about consumer behavior that will be covered in a marketing textbook chapter, including:
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This document discusses several key psychological processes that influence consumer responses to marketing:
1. Motivation, including needs becoming motives when aroused to a sufficient intensity level, and theories about human needs hierarchies.
2. Selective attention, where consumers are more likely to notice stimuli related to current needs, anticipated stimuli, or large deviations.
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L15 marcas que destacan más y obtienen mejores resultados eng
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The document discusses the key elements needed to create a "premium brand". It argues that brands should have a clear purpose to differentiate themselves, meet customer expectations through consistent experiences, build emotional resonance with stakeholders, and strongly differentiate their brand from competitors. The four factors together help amplify each other and are needed to achieve brand success and sustainability over time. Premium brands that demonstrate these qualities are shown to capture more market share, increase in market value, and command higher prices compared to competitors.Brand Equity
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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.
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This document discusses key concepts related to branding and brand equity. It defines branding as endowing products and services with the power of a brand to create meaningful differences. Brand equity is the added value provided by a brand and is reflected in consumer responses and the value of the brand. The document outlines several models for measuring and managing brand equity, including building brand awareness and associations over time. It also discusses strategies for brand portfolios, extensions, and architecture to leverage existing brand equity.
8 psychological fields 2015
The document discusses key factors that influence consumer behavior from a psychological perspective:
1. Motivation and needs drive consumer purchasing behavior as people seek to fulfill basic needs and wants. Marketers can position products as meeting these underlying needs.
2. Perception, attention, memory, and beliefs shape how consumers view products and brands. Marketers employ tactics like humor and repetition to gain attention and influence perceptions.
3. Learning and conditioning affect preferences as consumers learn about product experiences over time which can change their beliefs. Marketers provide information to change prior perceptions.
4. Attitudes and beliefs also guide choices as consumers are drawn to brands that align with their values. Marketers position products to associate with positive traits.
8 psychological fields 2015
The document discusses key factors that influence consumer behavior from a psychological perspective:
1. Motivation and needs drive consumer purchasing behavior as people seek to fulfill basic needs and wants. Marketers can position products as meeting these underlying needs.
2. Perception, attention, memory, and beliefs shape how consumers view products and brands. Marketers employ tactics like humor and repetition to gain attention and influence perceptions.
3. Learning and conditioning affect preferences as consumers learn about product experiences over time which can change their beliefs. Marketers provide information to change prior perceptions.
4. Attitudes and beliefs also guide choices as consumers are drawn to brands that align with their values. Marketers position products to associate with positive traits.
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Global Marketing: The text might discuss the challenges and opportunities of global marketing, including cultural differences, market entry strategies, and global branding and advertising.
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The document discusses strategies for designing effective messages, including cognitive, affective, and conative strategies. Cognitive strategies present rational arguments or information about product attributes. Major cognitive strategies include generic messages, preemptive messages, unique selling propositions, hyperbole, and comparative advertisements. Affective strategies aim to elicit emotions to associate with a product. Conative strategies directly encourage consumer responses. The document also covers executional frameworks like animation, slice-of-life, dramatization, testimonials, and demonstration. Selecting the right spokesperson like a celebrity, CEO, or expert is important to matching their characteristics to the product. Creating effective advertising requires consistency, simplicity, identifiable selling points, and repetition to break through clutter.Market probe barcelona presentation
This document presents a summary of a talk given by Michael Lowenstein on revisiting the focus of customer research and linking customer behavior and brand perception to business outcomes. It discusses how customer advocacy research can provide insights to improve business metrics like revenue, market share, and customer retention. The document outlines Market Probe's advocacy framework which segments customers into advocates, allegiant, ambivalent and alienated groups based on their brand support and influence. It also shows how improving customer experiences can help shift more customers into the advocate category and positively impact key metrics.
Mk0011 consumer behaviour
This document provides information about obtaining fully solved assignments from an assignment help service. It lists the contact email and phone number and provides examples of assignment questions and answers on topics like consumer behavior, advertising appeals, consumer decision making, motivational conflict, and involvement and types of consumer behavior. The questions and answers range from 1-6 sentences and provide overviews on the key concepts and models discussed in each response.
Brand equity and brand revitalization
Brand equity refers to the added value provided to products and services due to the brand, as reflected in consumer thoughts, feelings and actions towards the brand. Brand equity provides key benefits like greater loyalty, less vulnerability to competition and marketing crises, and opportunities for brand extension. Drivers of brand equity include brand elements, marketing activities, and meaning transference. Brand revitalization is a strategy to regain lost sources of brand equity and identify new sources through measures like increasing usage, entering new markets, changing the brand image, enhancing the brand, and extending the brand.
Brand equity presentation
The document provides an overview of brand equity including:
1. It defines brand equity as the value customers attach to a brand based on perceptions and associations with that brand.
2. Brand equity can be measured both qualitatively through customer perceptions and associations, and quantitatively through financial valuation methods.
3. Increasing brand equity can be done by strengthening brand loyalty through frequent buyer programs or affinity programs, or by raising price if customers perceive value at the higher price point.
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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.
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Employee Contribution to Brand Equity
- 1. Brand Management Employee Contributions to Brand Equity (BE) Group IV: • Abhishek – 1 • Anil – 4 • Kamal – 17 • Rakesh – 27 • Saurabh – 30 ~ 75% work that Brands do is more squarely focused on how they get greater performance out of their employees, and how they lessen the gap b/w Executives and front line employees. Ref: Andrea Sullivan, CMO Interbrand; How treating Employees Well Boosts Brand Value
- 2. Brand Equity Brand Equity is about increase in awareness, preference, momentum of products and/or services. Rise is these factors lead to rise in Brand Equity. Ref. Philip Kotler Brand Equity is the differential effect that the brand knowledge has on consumer response to the marketing of a brand. +ve response leads to rise in brand equity when consumers react more favorably to a product/service Differential Effect: If no difference in Consumer response >>Brand is a commodity Consumer Knowledge: marketing activity may strongly influence, brand Equity depends upon what resides in the mind and heart of the consumer. Differential Response: Greater Loyalty, Less vulnerability to market crises, Inelastic response to price rise etc.
- 4. • e.g. Patanjali vs Unilever, having trusted brand name helps companies distinguish itself in a saturated/crowded marketplace • e.g. Maggi, Satyam
- 7. • Represent the brand to customers, potential customers, the public at large, and even to potential new employees • bring feedback from the outside can help organizations to evolve their brands over time • Defend the Brand in difficult times • Employees First Customers Second
- 13. Thank You!