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Chapter 5: Measuring Sources and Outcomes of Brand Equity - Coggle Diagram
Chapter 5: Measuring Sources and Outcomes of Brand Equity
Cutomer-Based Brand Equity
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
Brand knowledge
Brand awareness
Brand recognition - recognize the brand based by logo. (KFC, MCDONALD, STARBUCK, APPLE / MOBILE, LLAO LLAO/ ICE CREAM, TEALIVE / MILK TEA, VICTORIA SECRET/LOTION).
Brand recall - you remember the brand after discussion / advertisement online or poster
Brand Image
Strong, favorable (like), and unique brand associations/ relationship.
Advantages of brand awareness
Learning advantages
Choice advantages
Consideration advantages
Brand Associations
Does not matter which source of brand association
Need to be favorable, strong, and unique
Marketers should recognize the influence of these other sources of information by both managing them as well as possible and by adequately accounting for them in designing communication strategies.
Steps of Brand Building
Ensure identification of the brand with customers
and an association of the brand in customers’ minds
Establish the totality of brand meaning in the minds of consumers
Elicit / gauge/make sure the proper customer responses to the brand identification and brand meaning
Convert brand response to create an intense, active loyalty relationship between customers and the brand - membership cards (watson, starbuck, everise and emart, everwin, aeon, farley).