Premium Essay

Brand in China

In: Business and Management

Submitted By OrangeChen
Words 1021
Pages 5
Brand Equity

Aims
Ø Three Types of Brand Equity Ø What are they? Ø How to create and measure?

1

Brand Excels at Delivering Benefits Customers Truly Desire

Strongly Agree

Strongly Disagree

Brand Stays Relevant

Strongly Agree

Strongly Disagree

2

Brand is Properly Positioned

Strongly Agree

Strongly Disagree

Brand is Consistent

Strongly Agree

Strongly Disagree

Brand Managers Understand what the Brand Means to Consumers

Strongly Agree

Strongly Disagree

3

Brand Equity

Brand Equity: 3 Approaches
1. Customer Based Brand Equity (CBBE) 2. Financial Brand Equity 3. Employer Brand Equity

CBBE

Customer-based Brand Equity: Differential effect that brand knowledge has on consumer response to the marketing of that brand

4

Customer-Based Brand Equity (CBBE) Model
Consumer Response to Marketing Brand Knowledge Differential Effect
Brand Equity arises from differences in CONSUMER response What CONSUMERS learn, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand

The Brand is in the Mind of the Customer
• What do I know about it? • What do I feel towards it? • What was it like to use?

How does a Crow count?

5

Brand Identity
“Brand identity is a unique set of associations the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.”

Brand Image
How consumers see the brand

6

Result
United Airlines Breaks Guitars, Loses $180 Million After Canadian singer Dave Carroll takes his story to YouTube

Brand Equity = Brand Awareness
Brand Becomes Commoditised!

TOP OF MIND AWARENESS dS ali en ce

• First Mentioned

BRAND RECALL BRAND RECOGNITION

• Unaided...

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