Enhancing Brand Equity and Accountability PDF

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