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CH8: A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM - Coggle Diagram
CH8: A BRAND EQUITY MEASUREMENT AND
MANAGEMENT SYSTEM
Brand Value Chain
Broader perspective than just the CBBE model
The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Value Stages
• Marketing program investment
• Customer mindset
• Market performance
• Shareholder value
Multipliers
Program quality multiplier
Customer multiplier
Market multiplier
Customer Mindset
Brand awareness
Brand associations
Brand attitudes
Brand attachment
Brand activity
Marketplace Conditions Multiplier
Competitive superiority: How effective are the quantity and quality of the marketing investment of other competing brands.
Channel and other intermediary support: How much brand reinforcement and selling effort is being put forth by various marketing partners.
Customer size and profile: How many and what types of customers (e.g., profitable or not) are attracted to the brand.
Brand Equity Measurement System
A set of research procedures that is designed to provide timely, accurate, and actionable information for marketers so that they can make the best possible tactical decisions in the short run and strategic decisions in the long run
Conducting brand audits
Developing tracking procedures
Designing a brand equity management system
Internal Branding
Internal brand management makes sure that employees and partners appreciate and understand basic branding notions and how these can affect the equity of the brands that they are working with.
he ultimate goal is to make everyone in the organization, from the CEO to the trainees, to become passionate brand advocates.
This can be achieved, according to Davis, by following a three step course: “Hear It, Believe It, Live It”. To get employees to “live the brand”,