Sources Of Brand Equity

Measuring sources of brand equity: Capturing mindset

Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Qualitative Research Techniques ,[object Object],[object Object],[object Object],[object Object]

Free Association ,[object Object],[object Object],[object Object],[object Object]

Projective Techniques ,[object Object],[object Object],[object Object],[object Object]

Brand Personality and Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Quantitative Research Techniques ,[object Object],[object Object],[object Object],[object Object]

Awareness ,[object Object],[object Object],[object Object],[object Object],[object Object]

Image ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Responses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Relationships ,[object Object],[object Object]

Brand Extensions ,[object Object],[object Object]

Brand extension ,[object Object],[object Object],[object Object]

Advantages of Extensions ,[object Object],[object Object]

Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Disadvantage s ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Extension - Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Managing brands over time Long term effects of marketing actions on Brand Equity Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity

Managing brands over time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Managing brands over time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sources Of Brand Equity

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Sources Of Brand Equity