文档介绍：CHAPTER 7:LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
CHAPTER 7:
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
Kevin Lane Keller
Tuck School of Business
Dartmouth College
Figure 2-9 Building Customer-Based Brand Equity
BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS
Choosing Brand Elements
Brand name Memorability
Logo Meaningfulness
Symbol Appeal
Character Transferability
Packaging Adaptability
Slogan Protectability
Developing Marketing Programs
Product Tangible and intangible benefits
Price Value perceptions
Distribution channels Integrate”push” and “pull”
Communications Mix and match options
Leverage of Secondary Associations
Company
Country of origin
Channel of distribution
Other brands
Endorsor
Event
Awareness
Meaningfulness
Transferability
Possible es
Greater loyalty
Less vulnerability petitive marketing actions and crises
Larger margins
More elastic response to price decreases
More inelastic response to price increases
Greater trade cooperation and support
Increased munication efficiency and effectiveness
Possible licensing opportunities
More favorable brand extension evaluations
Brand Awareness
Depth
Breadth
Recall
Recognition
Purchase
Consumption
Brand Associations
Strong
Favorable
Unique
Relevance
Consistency
Desirable
Deliverable
Point-of-pari