战略品牌管理4E中文-凯文·莱恩-第15章.pptVIP

* Summary of customer-based brand equity framework Strategic brand management: Includes the design and implementation of marketing programs and activities to build, measure, and manage brand equity. Brand awareness: Related to the strength of the brand node or trace in memory, as reflected by consumers’ ability to recall or recognize the brand under different conditions. Brand image: Consumer perceptions of and preferences for a brand, measured by the various types of brand associations held in memory. * Sources of brand equity Strength - Function of both the amount, or quantity, of processing that information initially receives, and the nature, or quality, of the processing. Favorability - Favorable associations for a brand are those that are desirable to customers, successfully delivered by the product, and conveyed by the supporting marketing program. Uniqueness - To create the differential response that leads to customer-based brand equity, marketers need to associate unique, meaningful points-of-difference to the brand that provide a competitive advantage and a reason for consumers to buy it. * * Measuring brand equity The dominant theme in measuring brand equity is the need to employ a full complement of research techniques and processes that capture as much as possible the richness and complexity of brand equity. Multiple techniques and measures are needed to tap into all the various sources and outcomes of brand equity, to help interpret brand equity research, and to ensure that actionable information is obtained at the right time. * Fully and accurately factor the consumer into the branding equation Successful brands create mental structures and knowledge in consumers’ minds that cause them to favor the brand. Consumer insights are used to skillfully manage customers and brands and to maximize brand equity and customer equity. Customer diversity - Due to customer diversity and increasing segmentation, concepts such as permission marketing, one-to-one market