logging in or signing up BRAND EQUITY amitabhajay Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 68 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: January 23, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript PowerPoint Presentation: Managing Brand EquityPowerPoint Presentation: Brand equity is a set of brand assets and liabilities linked to a brandPowerPoint Presentation: Elements of Brand Equity: Brand Loyalty Brand Awareness Perceived Quality Brand AssociationsPowerPoint Presentation: Brand Loyalty 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 features.PowerPoint Presentation: Brand Loyalty Pyramid Committed Buyer Likes the Brand - Considers it a Friend Satisfied Buyer With Switching Costs Habitual Buyer - No Reason to Change Indifferent – No Brand Loyalty Switchers / Price SensitivePowerPoint Presentation: Measuring Brand Loyalty Purchase Behavior Patterns Switching Cost Analysis Satisfaction MeasurementPowerPoint Presentation: Strategic Value of Brand Loyalty Reduce marketing cost Trade (channel distribution) leverage Attracting new customersPowerPoint Presentation: Enhancing Brand Loyalty Treat the customer right Stay close to the customer Measure/manage customer satisfaction Create switching cost Provide extrasPowerPoint Presentation: Brand Awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product categoryPowerPoint Presentation: Brand Awareness Hierarchy Top of Mind Brand Recall Brand Recognition Unaware of BrandPowerPoint Presentation: Value of Brand Awareness Anchor to which other associations can be attached Familiarity and liking Signal of substance/commitment Brand to be consideredPowerPoint Presentation: How to Achieve Brand Awareness Be different, memorable Involve a slogan or jingle Symbol exposure Publicity Event sponsorshipPowerPoint Presentation: The customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is a perception by customers. Perceived QualityPowerPoint Presentation: What Influences Perceived Quality of Product ? Performance Features Conformance with specifications Reliability Durability Serviceability Fit and finishPowerPoint Presentation: What Influences Perceived Quality of Service ? Appearance Reliability Competence Responsiveness EmpathyPowerPoint Presentation: The Value of Perceived Quality Reason-to-Buy Differentiate/Position A Price Premium Channel Member Interest Brand ExtensionsPowerPoint Presentation: Brand Association A brand association is anything "linked" in memory to a brand. Thus, McDonald's could be linked to a character such as Ronald McDonald, a consumer segment such as kids, a feeling such as having fun, a product characteristic such as service, or a symbol such as the Golden Arches.PowerPoint Presentation: Some Types of Associations Product Attributes Customer Benefits Relative Price Lifestyle/Personality Celebrity/Person Use/ApplicationPowerPoint Presentation: The Value of Brand Associations Help Process/Retrieve Information Differentiate/Position Reason-to-Buy Create Positive Attitudes/Feelings Basis for ExtensionsPowerPoint Presentation: Maintaining Associations Be consistent over time Be consistent over elements of the marketing program Manage disasters in order to minimize their damagePowerPoint Presentation: Criteria for Brand Name Selection Be easy to learn and remember Suggest the product class Support a symbol or slogan Suggest desired association without being boring or trivial Not suggest undesired associations Be distinctive Be available and protectable legallyPowerPoint Presentation: Source of Reference: David Aaker, Managing Brand Equity : Capitalizing on the Value of A Brand Name , Free Press You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
BRAND EQUITY amitabhajay Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 68 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: January 23, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript PowerPoint Presentation: Managing Brand EquityPowerPoint Presentation: Brand equity is a set of brand assets and liabilities linked to a brandPowerPoint Presentation: Elements of Brand Equity: Brand Loyalty Brand Awareness Perceived Quality Brand AssociationsPowerPoint Presentation: Brand Loyalty 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 features.PowerPoint Presentation: Brand Loyalty Pyramid Committed Buyer Likes the Brand - Considers it a Friend Satisfied Buyer With Switching Costs Habitual Buyer - No Reason to Change Indifferent – No Brand Loyalty Switchers / Price SensitivePowerPoint Presentation: Measuring Brand Loyalty Purchase Behavior Patterns Switching Cost Analysis Satisfaction MeasurementPowerPoint Presentation: Strategic Value of Brand Loyalty Reduce marketing cost Trade (channel distribution) leverage Attracting new customersPowerPoint Presentation: Enhancing Brand Loyalty Treat the customer right Stay close to the customer Measure/manage customer satisfaction Create switching cost Provide extrasPowerPoint Presentation: Brand Awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product categoryPowerPoint Presentation: Brand Awareness Hierarchy Top of Mind Brand Recall Brand Recognition Unaware of BrandPowerPoint Presentation: Value of Brand Awareness Anchor to which other associations can be attached Familiarity and liking Signal of substance/commitment Brand to be consideredPowerPoint Presentation: How to Achieve Brand Awareness Be different, memorable Involve a slogan or jingle Symbol exposure Publicity Event sponsorshipPowerPoint Presentation: The customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is a perception by customers. Perceived QualityPowerPoint Presentation: What Influences Perceived Quality of Product ? Performance Features Conformance with specifications Reliability Durability Serviceability Fit and finishPowerPoint Presentation: What Influences Perceived Quality of Service ? Appearance Reliability Competence Responsiveness EmpathyPowerPoint Presentation: The Value of Perceived Quality Reason-to-Buy Differentiate/Position A Price Premium Channel Member Interest Brand ExtensionsPowerPoint Presentation: Brand Association A brand association is anything "linked" in memory to a brand. Thus, McDonald's could be linked to a character such as Ronald McDonald, a consumer segment such as kids, a feeling such as having fun, a product characteristic such as service, or a symbol such as the Golden Arches.PowerPoint Presentation: Some Types of Associations Product Attributes Customer Benefits Relative Price Lifestyle/Personality Celebrity/Person Use/ApplicationPowerPoint Presentation: The Value of Brand Associations Help Process/Retrieve Information Differentiate/Position Reason-to-Buy Create Positive Attitudes/Feelings Basis for ExtensionsPowerPoint Presentation: Maintaining Associations Be consistent over time Be consistent over elements of the marketing program Manage disasters in order to minimize their damagePowerPoint Presentation: Criteria for Brand Name Selection Be easy to learn and remember Suggest the product class Support a symbol or slogan Suggest desired association without being boring or trivial Not suggest undesired associations Be distinctive Be available and protectable legallyPowerPoint Presentation: Source of Reference: David Aaker, Managing Brand Equity : Capitalizing on the Value of A Brand Name , Free Press