Customer_BasedBrandEquity(基于客户的品牌资产)凯.ppt

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1、CHAPTER2:CUSTOMER-BASEDBRANDEQUITYKevinLaneKellerTuckSchoolofBusinessDartmouthCollege1Customer-BasedBrandEquity“Thedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.”Keller,19932Customer-BasedBrandEquityDifferentialeffectDifferencesinconsumerresponseB

2、randknowledgeAresultofconsumers’knowledgeaboutthebrandConsumerresponsetomarketingChoiceofabrandRecallofcopypointsfromanadResponsetoasalespromotionEvaluationsofaproposedbrandextension3BrandEquityasa“Bridge”ReflectionofpastinvestmentsinthemarketingofabrandDirectionforfuturemarketingacti

3、onsorprograms4MakingaBrandStrong:BrandKnowledgeBrandknowledgeisthekeytocreatingbrandequity.Brandknowledgeconsistsofabrandnodeinmemorywithavarietyofassociationslinkedtoit.Brandknowledgehastwocomponents:brandawarenessandbrandimage.5SourcesofBrandEquityBrandawarenessBrandrecognitionBran

4、drecallBrandimageStrong,favorable,anduniquebrandassociations6BrandAwarenessAdvantagesLearningadvantagesRegisterthebrandinthemindsofconsumersConsiderationadvantagesLikelihoodthatthebrandwillbeamemberoftheconsiderationsetChoiceadvantagesAffectchoicesamongbrandsintheconsiderationset7Esta

5、blishingBrandAwarenessIncreasingthefamiliarityofthebrandthroughrepeatedexposure(forbrandrecognition)Forgingstrongassociationswiththeappropriateproductcategoryorotherrelevantpurchaseorconsumptioncues(forbrandrecall)8CreatingaPositiveBrandImageBrandAssociationsDoesnotmatterwhichsourceof

6、brandassociationNeedtobefavorable,strong,anduniqueMarketersshouldrecognizetheinfluenceoftheseothersourcesofinformationbybothmanagingthemaswellaspossibleandbyadequatelyaccountingforthemindesigningcommunicationstrategies.9TheFourStepsofBrandBuildingEnsureidentificationofthebrandwithcust

7、omersandanassociationofthebrandincustomers’mindsEstablishthetotalityofbrandmeaninginthemindsofconsumersElicitthepropercustomerresponsestothebrandidentificationandbrandmeaningConvertbrandresponsetocreateanintense,activeloyaltyrelationshipbetweencustomersandthebrand10FourQuestionsCustom

8、ersas