文档介绍：CHAPTER 2:CUSTOMER-BASED BRAND EQUITY
CHAPTER 2:
CUSTOMER-BASED BRAND EQUITY
Kevin Lane Keller
Tuck School of Business
Dartmouth College
Customer-Based Brand Equity
“The differential effect that brand knowledge has on consumer response to the marketing of that brand1>.”
Keller, 1993
Customer-Based Brand Equity
Differential effect
Differences in consumer response
Brand knowledge
A result of consumers’ knowledge about the brand
Consumer response to marketing
Choice of a brand
Recall of copy points from an ad
Response to a sales promotion
Evaluations of a proposed brand extension
Brand Equity as a “Bridge”
Reflection of past investments in the marketing of a brand
Direction for future marketing actions or programs
Making a Brand Strong:
Brand Knowledge
Brand knowledge is the key to creating brand equity.
Brand knowledge consists of a brand node in memory with a variety of associations linked to it.
Brand knowledge has ponents: brand awareness and brand image.
Sources of Brand Equity
Brand awareness
Brand recognition
Brand recall
Brand image
Strong, favorable, and unique brand associations
Brand Awareness Advantages
Learning advantages
Register the brand in the minds of consumers
Consideration advantages
Likelihood that the brand will be a member of the consideration set
Choice advantages
Affect choices among brands in the consideration set
Establishing Brand Awareness
Increasing the familiarity of the brand through repeated exposure (for brand recognition)
Forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall)
Creating a Positive Brand Image
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 munication strategie