Brand management- 品牌战略的研究方法课程设计.pptVIP

Brand ManagementWeek 3Measuring Brand Equity  part 1;Review: Brand Equity and CBBE;Review: Brand Knowledge;Deep, broad brand awareness;Review: The four steps of brand building;Review: The four steps of brand building;Review: The four steps of brand building;Review: The four steps of brand building;Review: The four steps of brand building;Review: The four steps of brand building;8.*;The Brand Value Chain;8.*;8.*;8.*;Indirect and direct approach to measure brand equity;Indirect approach: Qualitative Research Techniques;9.*;Indirect approach: Qualitative Research Techniques;9.*;9.*;Projective techniques example Completion and interpretation tasks Bubble exercises Comparison tasks Ask consumers to convey their impression by comparing brands to people, countries, animals…, or even other brands. If Iphone were a people, what gender would it be? If Iphone were a animal, which one would it be? Ask a follow-up question about why consumers made the comparison they did. Case: p. 364, Nescafe experiment ;9.*;9.*;9.*;9.*;9.*;9.*;Direct approach: Comparative Methods;Direct approach: Comparative Methods;Direct approach: Comparative Methods;Direct approach: Holistic Methods;After this class, you should: