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The 4 Steps of Building Brand Equity
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The 4 Steps of Building Brand Equity
1.
© Prof. Sameer
Mathur The 4 Steps of Building Brand Equity
2.
Overview © Sameer Mathur
2 The 4 Questions Consumers Ask of Brands The 4 Steps of Brand Building Brand Building Blocks
3.
Sameer Mathur Marketing Professor
2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 3
4.
4 Questions 4. RELATIONSHIPS
= What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? 4 Questions Consumers Ask About Brands © Sameer Mathur 4
5.
4 Questions Customers
Ask 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? What is your brand identity? © Sameer Mathur 5
6.
4 Questions Customers
Ask 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? What does your brand mean? What is your brand identity? © Sameer Mathur 6
7.
4 Questions Customers
Ask 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? What do I think or feel about you? What does your brand mean? What is your brand identity? © Sameer Mathur 7
8.
4 Questions Customers
Ask 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? What do I think or feel about you? What kind of association would I like to have with you? What does your brand mean? What is your brand identity? © Sameer Mathur 8
9.
The 4 Steps
of Brand Building 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Ensure identification of the brand with customers and an association of the brand in customers’ minds © Sameer Mathur
10.
The 4 Steps
of Brand Building 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers © Sameer Mathur
11.
The 4 Steps
of Brand Building 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning © Sameer Mathur
12.
The 4 Steps
of Brand Building 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Convert brand response to create an intense, active loyalty relationship between customers and the brand Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning © Sameer Mathur
13.
SALIENCE 4. RELATIONSHIPS = What
about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Brand Building Blocks Salience ImageryPerformance FeelingsJudgments Resonance © Sameer Mathur
14.
SALIENCE 4. RELATIONSHIPS = What
about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Brand Building Blocks Salience ImageryPerformance FeelingsJudgments Resonance © Sameer Mathur Significant Brand Equity can only result if a brand reaches the top of the pyramid
15.
SALIENCE 4. RELATIONSHIPS = What
about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Summary: 4 Steps of Brand Building Salience ImageryPerformance FeelingsJudgments Resonance © Sameer Mathur “Emotional ” Route “Rational” Route