Beruflich Dokumente
Kultur Dokumente
visit: www.studyMarketing.org 1
www.studyMarketing.org
Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding
visit: www.studyMarketing.org
Brand equity is
Brand Loyalty
Brand loyalty is a measure of the attachment that a customer has to a brand.
It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features.
visit: www.studyMarketing.org
visit: www.studyMarketing.org
visit: www.studyMarketing.org
visit: www.studyMarketing.org
Brand Awareness is
the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category
visit: www.studyMarketing.org
10
visit: www.studyMarketing.org
11
Event sponsorship
visit: www.studyMarketing.org 13
Perceived Quality
The customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to
visit: www.studyMarketing.org
14
Performance Features
visit: www.studyMarketing.org
15
Appearance Reliability
Competence
Responsiveness
Empathy
visit: www.studyMarketing.org
Brand Association
A brand association is anything "linked" in memory to a brand.
Thus, McDonald's could be linked to a character such as Ronald McDonald, a consumer segment such as kids, a feeling such as having fun, a product characteristic such as service, or a symbol such as the Golden Arches.
visit: www.studyMarketing.org 18
visit: www.studyMarketing.org
visit: www.studyMarketing.org
20
Maintaining Associations
Be consistent over time
Be consistent over elements of the marketing program Manage disasters in order to minimize their damage
visit: www.studyMarketing.org 21
Source of Reference: David Aaker, Managing Brand Equity : Capitalizing on the Value of A Brand Name, Free Press
visit: www.studyMarketing.org
23