Brandmanagement-品牌战略研究方法.ppt

* * * * * Direct approach: Comparative Methods Marketing-based comparative approaches The brand is held fixed and consumer response is examined based on changes in marketing programs. Applications: Explore price premiums’ effect on switching, consumer evaluations of marketing activities, brand extensions, etc. Advantage: Ease of implementation Disadvantage: Difficult to determine whether consumer responses are caused by brand knowledge or generic product knowledge Direct approach: Holistic Methods Attempt to place an overall value on the brand in either abstract utility terms or concrete financial terms Net out various considerations to determine the unique contribution of the brand Holistic methods: Residual approaches Valuation approaches After this class, you should: Read a journal paper related to branding from JM, JMR, JCR, MktS, or other top tier journals, then write an introduction from a managerial perspective. Submission deadline: week 8 Read textbook chapter 8-10 * * * * * * * * * * * * * * * 47 * 47 * * * * * * * * * * * * * * * * * * * * * Brand ManagementWeek 3Measuring Brand Equity  part 1 Instructor: Li Yan Chen 李雁晨 * Agenda A brief review Measuring brand equity Brand Value Chain Indirect Approaches Direct Approaches Review: Brand Equity and CBBE Brand equity: Brand equity consists of the marketing effect uniquely attributable to a brand. It explains why different outcomes result from the marketing of a branded product or service than if it were not branded. CBBE: the differential effect that brand knowledge has on consumer response to the marketing of that brand. Review: Brand Knowledge Source: Keller 1994 Deep, broad brand awareness differences Positive reactions Active loyalty Review: Brand building pyramid: the four steps of brand building Review: The four steps of brand building Establishing Brand Salience Build deep and broad brand awareness. Depth of brand awareness: How likely it is for a brand element to come to mind, and the