Brand Equity and Accountability PDF
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This document discusses brand equity and its models, consumer behavior, and marketing communication accountability. It explores how various factors affect consumer behavior, like advertising and promotions. The document highlights the importance of marketing communication accountability in delivering measurable results and maximizing return on investment (ROI).
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GROUP 2 CONTENTS Brand Equity and models Relationships among Brand Concepts, Brand Equity, and Brand Loyalty Affecting Behavior and Achieving Marcom Accountability INTRODUCTION WHAT IS A BRAND CONCEPT? INTRODUCTION Brand Concept Identity and purpose It helps a company s...
GROUP 2 CONTENTS Brand Equity and models Relationships among Brand Concepts, Brand Equity, and Brand Loyalty Affecting Behavior and Achieving Marcom Accountability INTRODUCTION WHAT IS A BRAND CONCEPT? INTRODUCTION Brand Concept Identity and purpose It helps a company stand out, show what it values, and highlight what makes it special. Shapes the perception of the brand and how it influence its decisions. BRAND EQUITY It is the perceived value and reputation that consumers associate with a specific brand Perceived Brand Quality Awareness ELEMENTS OF BRAND EQUITY Brand Brand Loyalty Association GROUP 2 The collection of assets AAKER MODEL and liabilities associated David Aaker with brand influence of value and customer Brand Equity effectiveness in the market Brand Brand Brand Perceived Proprietary Association Loyalty Awareness Quality Assets KELLER’S MODEL Professor Kevin Lane Keller In order to establish a powerful brand, you must shape how buyers perceive and react to your goods. BAV BAV? BAV? BAV BAV? BAV ? BA V? BAV BAV? BAV? V ? BAV BA V? B A V ? B A BAV V ? BAV BA BAV? V? BA BRAND ASSET VALUATOR Young & Rubicam (Differentiation and Research) Brand Vitality Brand Structure (Esteem and Knowledge) ey rn ou rJ me sto Cu BRAND Z MODEL GROUP 2 Marketing communications (Marcom) is an important role in influencing consumer behavior and maintains that marketing strategies will deliver measurable results. Consumer Behavior Refers to the decision-making processes individuals go through when selecting, purchasing, and using products or services. KEY FACTORS THAT AFFECTS CUSTOMER BEHAVIOR Advertising and Brand Messaging Promotions and Positioning Customer Social Influence Experience and and Digital Satisfaction Engagement Marketing communication accountability maintains that every marketing effort aligns ACHIEVING MARCOM with business objectives, ACCOUNTABILITY delivers measurable success, and maximizes return on investment (ROI). It involves setting clear goals, tracking performance, and continuously optimizing marketing strategies. ACHIEVING MARCOM ACCOUNTABILITY GROUP 2 THANK YOU
