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Chapter 3, Market performance, Shareholder value - Coggle Diagram
Chapter 3
Brand building
4 steps
Ensure identification of the brand with customers and an association of the brand in customers’ minds with a specific product class, product benefit, or customer need
Firmly establish the totality of brand meaning in the minds of customers by strategically
linking a host of tangible and intangible brand associations.
Convert brand responses to create brand resonance and an intense, active loyalty relationship
between customers and the brand
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Brand salience ( thuật ngữ chỉ mức độ thương hiệu được nghĩ đến hoặc chú ý trong tình huống tiêu dùng khác nhau)
4 questions
Who are you
brand identity
Resonance
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Intense, active loyalty
Positive, accessible reactions
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What about you and me? What kind of association and how much of a connection would
I like to have with you?
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Brand performance
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Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy.
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Market performance
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Price premiums, price elasticities, market share, expansion success, cost structure, profitability
Shareholder value
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Stock price, P/E ratio, market capitalization