strategic brand mgt wk9b chp10-1

strategic brand mgt wk9b chp10-1 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management
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v 12/08/2000 Overview v Comparative methods v Holistic methods
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v 12/08/2000 Introduction Measuring Outcomes of Brand Equity v The customer-based brand equity model states that as a consequence of creating knowledge structures, consumers respond more favorably to the marketing activity for a brand than if the brand had not been identified to consumers
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v 12/08/2000 Introduction Measuring Outcomes of Brand Equity v Ideal “brand equity index” v However: The pilot of the plane has to consider a number of indicators and gauges as the plane is flown. There is the fuel gauge, the altimeter, and a number of other importance status indicators. All of these dials and meters tell the pilot different things about the health of the plane. There is no one gauge that summarizes everything about the place. The plane needs the altimeter, compass, radar, and the fuel gauge. As the pilot looks at the instrument cluster, he has to take all of these critical indicators into account as he flies.
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v 12/08/2000 Introduction Measuring Outcomes of Brand Equity v Greater loyalty v Less vulnerability to competitive marketing actions v Larger margins v More inelastic response to price increases v More elastic response to price decreases v Greater trade cooperation and support v Increased marketing communication effectiveness v Additional brand extension opportunities
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12/08/2000 Introduction Measuring Outcomes of Brand Equity . 608** * PDO associatio ns . 212** * . 236** * . 152* * . 135*** . 440** * Quality Warrant y Premiu m price Attitude towards Protected Regional Product . 134** * Consu mp. share Respo nse elastic ity Attitud e to Region Perceiv ed Quality Econo mic Suppor t . 294**
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

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strategic brand mgt wk9b chp10-1 - v Strategic Brand M...

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