Brand management- 品牌战略地地研究方法.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