CustomerBasedBrandEquity基于客户的品牌资产凯.ppt

2.1 CHAPTER 2: CUSTOMER-BASED BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College 2.2 Customer-Based Brand Equity ? “The differential effect that brand knowledge has on consumer response to the marketing of that brand.” Keller, 1993 2.3 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 2.4 Brand Equity as a “Bridge” ? Reflection of past investments in the marketing of a brand ? Direction for future marketing actions or programs 2.5 Making a Brand Strong: Brand Knowledge ? Brand knowledge is the key to creating brand equity. ? Brand knowledge consists of a brand node in memory with a variety of associations linked to it. ? Brand knowledge has two components: brand awareness and brand image. 2.6 Sources of Brand Equity ? Brand awareness ? Brand recognition ? Brand recall ? Brand image ? Strong, favorable, and unique brand associations 2.7 Brand Awareness Advantages ? Learning advantages ? Register the brand in the minds of consumers ? Consideration advantages ? Likelihood that the brand will be a member of the consideration set ? Choice advantages ? Affect choices among brands in the consideration set 2.8 Establishing Brand Awareness ? Increasing the familiarity of the brand through repeated exposure (for brand recognition) ? Forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall) 2.9 Creating a Positive Brand Image ? Brand Associations ? Does not matter which source of brand association ? Need to be favorable, strong, and unique ? Marketers should recognize the influence of these other sources of information by both managing them as well as possible and by a