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Direct measure: Market performance as outcome of brand equity (COMPARATIVE…
Direct measure:
Market performance
as outcome of brand equity
COMPARATIVE METHOD
Assesses the effects of consumer perceptions and preferences on aspects of the marketing program
Use experiments to examine:
Consumer attitude and behavior towards a brand
Benefits arising from S,F and U brand associations
Brand based comparative approaches
Experiment in which 1 group responds to element of marketing program when it is attributed to the brand
Another group responds to the same element when it is attributed to a competitive/fictitiously branded name
Marketing based comparative approaches
Experiments in which consumers respond to changes in elements of the marketing program for the brand or competition
Conjoint analysis
A survey based multivariate technique that enables marketers to profile the consumer buying decision process w/ respect to the products and brands
HOLISTIC METHOD
Attempts to come up w/ an estimate of the overall value of the brand, either in
abstract utility terms
or
concrete financial terms
"Net out" various considerations to determine unique contribution of the brand
Two approaches:
Residual approach
Examines the value of the brand by subtracting out from overall brand preferences and consumer preferences for the brand, based on physical product attributes alone
Valuation approach
Places financial value on the brand for accounting purposes, or other such reasons
In summary
Different but complimentary approaches
Methods ( direct and indirect) are equally valuable
Use multiple measures and research methods to capture brand equity
No single measure can fully capture brand equity
BRAND EQUITY DEFINITION
Multi-dimensional concept that depends on what knowledge structures are present in the mind of the customer, what actions a firm takes to capitalize on the potential that these knowledge structures offer