Brand Equity Measurement and Management System
A./ Brand Audit
A brand audit is used to assess consumers brand knowledge to support
coherent positioning decisions.
=ask.are current equity sources satisfactory?
A three step process is required.
Levels of Market Competition, and Lehmann and Winer: Chapter
4 Category Attractiveness Analysis
Levels of Market Competition
= consider the proximity of other products to the physical attributes of the
product in question
Return and Risk:
Analyzing the Historical Record
3 steps to go through in order to identify optimal asset
Step 1: Forecast necessary inputs.
Step 2: Figure out all available investment alternatives.
Step 3: Choose the one that
MARK 472: Brand Resonance and the Brand Value Chain
A./ Key steps in the CBBE Model
Building a brand requires use of the following steps:
1./ establish proper brand identity
2./ create appropriate brand meaning
3./ elicit correct brand responses
Review course outline and logistics
Warm-up questions on basic investment decision problems
Brief preview of course materials
Form assignment groups
Chapter 4. Return and Risk: Analyzing the Historical Record
The Capital Asset Pricing Model
Individual investors decision problems consist of
Step 1. Forecast necessary inputs.
Step 2. Find all available investment alternatives.
Step 3. Choose the one that maximizes utility.
Optimal Risky Portfolios
Top down approach to portfolio construction
Capital allocation decision
Choice between risky and riskless (e.g., safe but low return money
market securities) assets.
Asset allocation decision
Distribution of risky investment
MARK 472 Competitor Analysis/Competitive Intelligence
= important point re: value of competitive analysis
= it can be difficult to separate decisions re: target market from decisions re:
A./ What is C.I.?
CI involves developing a system of ex
Capital Allocation to Risky Assets
Investor attitude towards risk
Each investor assigns welfare or utility scores to competing
investment assets based on their expected returns and risks.
Investor attitude towards risk can be classified into