Managing brand equity ppt
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This document discusses managing brand equity and defines key concepts. It explains that a brand differentiates a seller's products and services from competitors. Marketers must teach consumers "who" the brand is and "why" they should care. Brand equity refers to the value added to products and services from brand assets and liabilities in consumers' minds. The document then defines brand loyalty, awareness, perceived quality, and association, which are important components of brand equity. It provides examples of how to achieve awareness and outlines factors that influence associations.
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Caféroma, an Italian coffee brand, has experienced a 30% decline in market share as customers have become more cost-conscious and competitors offer cheaper options. Supermarkets have also launched their own private label coffee brands. Caféroma's logo and branding are outdated. Possible solutions discussed include repositioning the brand, reducing prices, launching new products, and advertising campaigns. However, these options also carry risks like reduced profits or being too expensive. The document recommends introducing new exotic coffee flavors at lower prices along with vigorous marketing to attract cost-conscious customers and increase market share while boosting profits. Market research is also suggested to better understand customer needs.
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The document provides a guide for measuring brand equity, including defining its components, reasons for measuring it, and recommended research methods. Brand equity is defined as the unique marketing effect attributable to a brand from leveraging positive customer attitudes and associations. Key measures include brand awareness, imagery, loyalty, and ability to command a premium price. A survey is recommended to measure these components and assess a brand's franchise size, profile, and marketing leverage.
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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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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.
Strategic Design
In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.
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Managing brand equity ppt
- 2. “A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of Competitors”.
- 4. Consumers need to know why they should prefer your product to that Of your competitors that is why as marketers we have a duty to teach them “who” the product is and “why” they should care.
- 5. A set of brand assets and liabilities linked to a brand. It is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand.
- 7. BRAND LOYALITY BRAND AWARENESS PERCEIVED QUALITY BRAND ASSOCIATION
- 8. Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change , either in price or in product feature.
- 9. Reduce marketing cost. Trade {CHANNEL DISTRIBUTION} leverage. Attracting new customers.
- 10. Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name.
- 11. The purchase funnel showing how awareness of the brand is created within an individual. How to achieve brand awareness Be different, memorable involve a slogan or jingle symbol exposure Publicity Event sponsorship
- 12. Perceived quality The term "Perceived Quality" refers to the quality that customers acknowledge via the look, the touch, and the feel of a car.
- 14. Brand association consists of all brand related thoughts, feelings, perception, images, experiences, beliefs, attitudes, etc.
- 16. 1.Product attributes 2.Customer benefits 3.Relative price 4.Lifestyle/personality 5.Celebrity/person 6.Use/application