customer_basedbrandequity(基于客户的品牌资产)凯资料教材.pptVIP

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College Customer-Based Brand Equity “The differential effect that brand knowledge has on consumer response to the marketing of that brand.” Keller, 1993 Customer-Based Brand Equity Differential effect Differences in consumer response Brand knowledge A result of consumers’ knowledge about the brand Consumer response to marketing Choice of a brand Recall of copy points from an ad Response to a sales promotion Evaluations of a proposed brand extension Brand Equity as a “Bridge” Reflection of pa