品牌战略的研究方法ppt课件.ppt

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1、BrandManagementWeek3MeasuringBrandEquitypart11AgendaAbriefreviewMeasuringbrandequityBrandValueChainIndirectApproachesDirectApproaches2Review:BrandEquityandCBBEBrandequity:Brandequityconsistsofthemarketingeffectuniquelyattributabletoabrand.Itexplainswhydifferentoutcomesresultfro

2、mthemarketingofabrandedproductorservicethanifitwerenotbranded.CBBE:thedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.3Review:BrandKnowledgeSource:Keller19944Deep,broadbrandawarenessdifferencesPositivereactionsActiveloyaltyReview:Brandbuildingp

3、yramid:thefourstepsofbrandbuilding5Review:ThefourstepsofbrandbuildingEstablishingBrandSalienceBuilddeepandbroadbrandawareness.Depthofbrandawareness:Howlikelyitisforabrandelementtocometomind,andtheeasewithwhichitdoesso.Breadthofbrandawareness:therangeofpurchaseandusagesituationsi

4、nwhichthebrandelementcomestomind.6Review:ThefourstepsofbrandbuildingBrandperformanceDescribeshowwelltheproductorservicemeetscustomers’morefunctionalneedsandwants.CharacteristicsandfeaturesReliability,durabilityandserviceabilityServiceeffectiveness,efficiencyandempathyStyleanddes

5、ignPrice……7Review:ThefourstepsofbrandbuildingBrandimageryDependsontheextrinsicpropertiesoftheproductandservice,includingthewaysinwhichthebrandmeetcustomers’psychologicalandsocialneeds.Moreintangibleaspectsofabrand.UserprofilesPurchaseandusagesituationsPersonalityandvaluesHistory

6、,heritageandexperiences8Review:ThefourstepsofbrandbuildingBrandjudgmentCustomer’spersonalopinionsaboutandevaluationsofthebrand,whichcustomersformbyputtingtogetherallthedifferentbrandperformanceandimageryassociations.QualityCredibilityConsiderationSuperiority9Review:Thefourstepso

7、fbrandbuildingBrandfeelingsCustomer'semotionalresponsesandreactionstothebrandWarmthFunExcitementCoolSecuritySelf-respectSocialapproval……10Review:ThefourstepsofbrandbuildingBrandresonanceFocusesonrelationship.Behaviorloyalty(e.g.,RFM:Recency-Fequency-Monetary;Customershare)Attitu

8、dinalattachmentSenseofcommunityActiveengagement