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Sources Of Brand Equity

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wizkidrx
wizkidrx

This document discusses various qualitative and quantitative techniques for measuring brand equity, including awareness, image, responses, and relationships. It also covers brand personality, values, extensions, and managing brands over time through consistency, change, protection, and revitalization. Key techniques include free association, projective techniques, experiential methods, and multidimensional scaling. The document emphasizes capturing consumer mindsets to understand true opinions and feelings towards brands.

BusinessTechnology
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Measuring sources of brand equity: Capturing mindset
Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Qualitative Research Techniques ,[object Object],[object Object],[object Object],[object Object]
Free Association ,[object Object],[object Object],[object Object],[object Object]
Projective Techniques ,[object Object],[object Object],[object Object],[object Object]
Brand Personality and Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quantitative Research Techniques ,[object Object],[object Object],[object Object],[object Object]
Awareness ,[object Object],[object Object],[object Object],[object Object],[object Object]
Image ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Responses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Relationships ,[object Object],[object Object]
Brand Extensions ,[object Object],[object Object]
Brand extension ,[object Object],[object Object],[object Object]
Advantages of Extensions ,[object Object],[object Object]
Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disadvantage s ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Extension - Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managing brands over time Long term effects of marketing actions on Brand Equity Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity
Managing brands over time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing brands over time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Sources Of Brand Equity

  • 1. Measuring sources of brand equity: Capturing mindset
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  • 20. Managing brands over time Long term effects of marketing actions on Brand Equity Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity
  • 21.
  • 22.