Awareness RecallRecognition Top of Mind Awareness TOMA Unaided Aided

Awareness recallrecognition top of mind awareness

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§ Awareness § Recall/Recognition § Top of Mind Awareness (TOMA) § Unaided § Aided § Association (Image) § Strength § Favourability § Uniqueness
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Resonance Pyramid (Keller 2013) Relationship Associations Awareness
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MILLWARD BROWN’S BRAND DYNAMICS PYRAMID Presence Relevance Performance Advantage Bonding Do I know about it? Does it cater for me? Does it deliver? Is it better than the others? Can anything else beat it?
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IT’S LIKE DATING… Presence Relevance Performance Advantage Bonding Do I know about it? Does it cater to me? Does it deliver? Is it better than the others? Can anything else beat it?
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BRAND LEGACY
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§ The elements of a brand’s current equity that is tied to its founding and historical narratives. § Elements of Brand Legacy § Founder § Product § Place of Origin § Luck "I didn’t invent the hamburger. I just took it more seriously than anyone else...We take the hamburger business more seriously than anyone else.” –Ray Kroc
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Gabrielle ’Coco’ Chanel
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§ Soap Operas § Ivory Flakes: a soap in flake form for washing clothes and dishes § Chipso: the first soap designed for washing machines § Dreft: the first synthetic house-hold detergent § Crisco: the first all-vegetable shortening that changed the way consumers cooked. § Gillette: First safety razor
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“I believe that it is probably true that fortune is the arbiter of half the things we do, leaving the other half to be controlled by ourselves.” - Nicolo Machiavelli
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BUILDING BRAND EQUITY: BRAND POSITINIONG READ CHAPTER 3 (KELLER 2013)
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  • One '14
  • Brand, English-language films, Procter & Gamble, Hamburger, Brand Legacy

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