文档介绍：STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY
STRATEGIC BRAND MANAGEMENT
BUILDING, MEASURING, AND MANAGING
BRAND EQUITY
Kevin Lane Keller
Amos Tuck School of Business
Dartmouth College
What is a Brand?
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those petitors1>.
New Branding Challenges
Brands are important as ever
Consumer need for simplification
Consumer need for risk reduction
Brand management is as difficult as ever
Savvy consumers
petition
Decreased effectiveness of traditional marketing tools and emergence of new marketing tools
Complex brand and product portfolios
The Customer/Brand Challenge
In this difficult environment, marketers must have a keen understanding of:
customers
brands
the relationship between the two
The Concept of Brand Equity
The brand equity concept stresses the importance of the brand in marketing strategies.
Brand equity is defined in terms of the marketing effects uniquely attributable to the brand.
Brand equity relates to the fact that different es result in the marketing of a product or service because of its brand name, pared to if the same product or service did not have that name.
The Concept of
Customer-Based Brand Equity
Customer-based brand equity
Differential