BuildingManagingBrandEquity幻灯片.pptVIP

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Nine Building Managing Brand Equity ? Copyright 2010 John Wiley Sons Ltd “You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do” Jerry Garcia, The Grateful Dead. “You cannot make a business case that you should be who you’re not.” Jeff Bezos, Amazon. “Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.” Seth Godin Chapter 9 - Building and Managing Brand Equity PPT 9-* Brand Associations Brand Loyalty Brand Awareness Brand Equity Brand equity—Assets and liabilities connected to the brand Figure 9.1 Chapter 9 - Building and Managing Brand Equity PPT 9-* Brand Awareness Provides sense of familiarity Signal of commitment and substance Salience will help it get considered Chapter 9 - Building and Managing Brand Equity PPT 9-* Brand Loyalty Reduces marketing costs Creates entry barrier Generates a positive image Provides time to respond to competitor moves Chapter 9 - Building and Managing Brand Equity PPT 9-* Brand Associations Attribute/benefit associations provide a reason-to-buy but are easily copied. Going beyond to other value propositions Product category—relevance Breadth of product line Organizational intangibles Emotional or self-expressive benefits The experience Being global Being contemporary Brand personality Chapter 9 - Building and Managing Brand Equity PPT 9-* Brand Identity? Aspirational external brand image for internal communication Brand Indentity ? Copyright 2010 John Wiley Sons Ltd *