品牌管理ppt课件 (7).ppt

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1、CHAPTER10:MEASURINGOUTCOMESOFBRANDEQUITY:CAPURINGMARKETPERFORMANCEKevinLaneKellerTuckSchoolofBusinessDartmouthCollege10.1MeasuringBrandEquityMulti-dimensionalconceptManydifferentmeasuresrequiredTheultimatevalueofabranddependsontheunderlyingcomponentsofbrandknowledgea

2、ndsourcesofbrandequity10.2ComparativeMethodsBrand-basedcomparativeapproachesMarketing-basedcomparativeapproachesConjointanalysis10.3Brand-BasedApproachesThemarketingelementunderconsiderationisfixed.Consumerresponseisexaminedbasedonchangesinbrandidentification.Applicat

3、ionexample:BlindtestingAdvantage:IsolatesthevalueofthebrandDisadvantage:Thetotalityofwhatislearneddependsonhowmanyapplicationsareexamined.10.4Marketing-BasedApproachesThebrandisheldfixedandconsumerresponseisexaminedbasedonchangesinmarketingprograms.Applications:Explor

4、epricepremiums’effectonswitching,consumerevaluationsofmarketingactivities,brandextensions,etc.Advantage:EaseofimplementationDisadvantage:Difficulttodeterminewhetherconsumerresponsesarecausedbybrandknowledgeorgenericproductknowledge10.5ConjointAnalysisAsurvey-basedmult

5、ivariatetechniquethatenablesmarketerstoprofiletheconsumerdecisionprocesswithrespecttoproductsandbrandsHelpsresearchersdeterminethetrade-offsconsumersmakebetweenbrandattributesApplications:Assessadvertisingeffectivenessandbrandvalue;analyzebrand/pricetrade-offAdvantage

6、:AllowsfordifferentbrandsordifferentaspectsoftheproducttobeanalyzedsimultaneouslyDisadvantage:Mayviolateconsumers’expectationsbasedonwhattheyalreadyknowaboutbrands10.6HolisticMethodsAttempttoplaceanoverallvalueonthebrandineitherabstractutilitytermsorconcretefinancialt

7、ermsNetoutvariousconsiderationstodeterminetheuniquecontributionofthebrandHolisticmethods:ResidualapproachesValuationapproaches10.7ResidualApproachesExaminethevalueofthebrandbysubtractingconsumers’preferencesbasedonphysicalproductattributesalonefromtheiroverallbrandpre

8、ferencesAdvantage:Usefulbenchmarkforinterpretingbrandequity,especiallyfromafinanciallyorientedperspectiveDisadvantage:Static