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Brand Equity for Strategic Advantage: Consumer Decision Making
Why the Interest in Branding? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Brand Equity? ,[object Object],[object Object],[object Object]
Benefits of Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object]
More benefits of Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Managing Brand Equity ,[object Object],[object Object],[object Object],[object Object]
Overview
What does awareness and image buy? ,[object Object],[object Object]
Overview
Consumers are overloaded . ,[object Object],[object Object],[object Object]
The average supermarket consumer: ,[object Object],[object Object],[object Object],[object Object],Source: Pete Dickson and Stan Sawyer Journal of Marketing
How Do Consumers Cope? ,[object Object],[object Object],[object Object]
Overview
Screening is important ,[object Object],[object Object],[object Object],[object Object]
How Does Brand Equity Effect Screening? ,[object Object],Imagine that your sewer is  backing up, and you are about to leave town on a business trip. Who do you call? (Services rarely purchased must  have high Top-of-Mind)
How Does Brand Equity Effect Screening? ,[object Object],More commonly, a harried or uncertain consumer will eliminate brands with which they are unaware.
How Does Brand Equity Effect Screening? ,[object Object],[object Object],[object Object],[object Object]
What are your impressions of  this watch?
What are your impressions of  this watch?
How Does Brand Equity Affect Screening? A Strategic Advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Screening: Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What Attributes are used for screening in your product class?
Overview
Screening simplifies choice, but does not do the whole job. ,[object Object],[object Object],[object Object]
How does this comparison work? ,[object Object],[object Object],[object Object]
Consumers judge  value  by… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implication ,[object Object],[object Object],[object Object]
Pricing Implication ,[object Object],[object Object],[object Object],Responses to price cuts are asymmetric, high price brands can steal from the poor.
How do you become a  reference brand? ,[object Object],[object Object],[object Object],[object Object]
Comparison: Summary ,[object Object]
Overview
To create value… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Strategic Element cannot be duplicated? ,[object Object],[object Object],[object Object],[object Object]

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Brand equity