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Brand Equity (Five Dimensions
While Aaker (1991) (brand awareness (The…
Brand Equity
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Brand Relevance
Aaker, D.A. (2010)
Classic brand preference model is an increasingly a difficult path to success in todays dynamic market because customers are not inclined or motivated to change brand loyalties.
(Argument)
Brands are perceived to be similar at least with respect to the delivery of functional benefits, and often these perceptions are accurate.
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Importance
Keller (2003)
For a brand to have value it must be valued by consumers. Then, the power of a brand lies in what customers have learned, felt, seen, and heard about the brand as a result of their experiences over time
Keller, 1993; Cobb-Walgren and Ruble, 1995; Rio et al.,
2001a
If the brand has no meaning to the consumer, none of the other definitions is meaningful
Definitions
Keller (2003)
The differential effect that brand knowledge has on consumer response to the marketing of that brand
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Two approaches to measuring customer-based brand equity
emphasizing two constructs: brand awareness and brand image.
Keller (1993)
indirect approach
tries to identify potential sources of customer-based brand equityties distribution channels, the effectiveness of marketing communications, and the success of brand exte by measuring brand awareness and the characteristics and relationships among brand associations.
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Silverman et al. (1999)
Customer-based brand equity, in this respect, is the driving force for incremental financial gains to the firm (Lassar et al., 1995).
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