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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Branding and Marketing W1

Cynthia Wang

on 26 September 2012

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Transcript of Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Presenter: Cynthia W. Conclusion To develop brand strategies Manager: Researcher: To study brand equity Brand Knowledge Background The Concept of Customer-Based Brand Equity Brand Awareness Brand Image Product category Association/ memory Indirect: Measuring Customer-Based Brand Equity Differential effect Brand Knowledge Consumer response
to marketing Figure 1
Dimensions of Brand Knowledge relationship Building Customer-Based Brand Equity 1. Initial choices for the brand elements

2. Supporting marketing program

3. Secondary associations 1. Enhance the brand effect to customer Managing Customer-Based Brand Equity Direct: measures brand knowledge measures effects of the brand knowledge on consumer response to elements of the marketing mix 2. Satisfy customers' core needs 3. Consider a wide range of (non)traditional marketing
options 4. Coordinate the marketing options that are chosen Discussion 1. Will it be possible that the brands within the same product category shares the same brand association? Will that lead to confusion and make brand choice difficult for the consumers? 2.Is there an ideal time for tracking studies to measure consumer knowledge structures? (Dan)
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