Please enable JavaScript.

Coggle requires JavaScript to display documents.

Chapter 11 - Brand Equity, Strategic brand management combines the design…

- - - - Brand associations
        
        Different
        
        Salient
        
        Meaningful
      - Outcome Measures
        
        Power
        
        Premium
        
        Potential
    - - Relationship - What about you and me?
      - ^ Response - What about you?
      - ^ Meaning - What are you?
      - ^ Identity - Who are you?
    - - Brand Strength - Future Growth Value
        
        Energized Differentiation - measures the degree to which a brand is seen as different from others as well as its pricing power
        
        Relevance - measures the appropriateness and breadth of a brand's appeal
      - Brand Stature - Past Performance and Current Operating Value
        
        Knowledge - measures how aware and familiar consumers are with the brand and the depth of their experience
        
        Esteem - measures perceptions of quality and loyalty, or how well the brand is regarded and respected
- - - - Positive Feedback Effects
      - Improved Odds of New-Product Success
    - - Lessen strength of brand name
      - Brand dilution
- - - - Likable
      - Transferable
      - Adaptable
      - Meaningful
      - Protectable
      - Memorable
    - - Descriptive
      - Persuasive
      - Easily Recalled
      - Slogans