Unformatted text preview: • More efficiently allocate capital • Develop and optimize physical distribution channel • Capitalize on digital distribution and emerging technologies • Contain digital piracy 4. 4 Steps of Brand Equity Step 1: Brand Salience Marketer Action: Establish Identity (associate product with product class and needs) Result with Customer: Create Broad awareness Step 2: Brand Performance Marketer Action: Establish Meaning (on functional, performance-based level and a imagery-based level) Result with Customers: Create strong/favorable associations Step 3: Consumer Judgments/Feelings Marketer Action: Elicit response (perceived quality, credibility and an emotional resonance) Result with Customers: Create positive accessible reactions Step 4: Consumer-Brand Resonance Marketer Action: Forge Relationships (with personal identification and psychological bond) Result with Customers: Create an intense, active loyalty...
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- Spring '09
- Marketing, Marketer Action, Brand Salience Marketer, Brand Performance Marketer, Resonance Marketer Action