Download or read book Assessment of Brand Equity Measures written by Emine Sarigollu and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Although several brand equity measures were proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap. Combining survey data with real market data, this paper assesses two types of brand equity measures; customer mind-set measures (brand knowledge) and product-market performance measures (revenue premium). The results confirm that the customer mind-set measure captures cumulative brand-building effects better and offers diagnostic information. However, the revenue premium is found as a better choice for continuous tracking of brand equity because a) it reveals the true changes in brand equity; b) it is a practical and convenient measure since its data requirements are readily available; and, c) it flags any change in brand equity before the customer mind-set measure. Furthermore, product-market performance measure is found to precede the customer mind-set. This study also conducts the first empirical test of the well-known brand value chain model on real market data. Finally, operationalizing customer mind-set measure on real market data for the first time, this study confirms that advertising and distribution are positively associated with brand equity, while price promotion is negatively associated. By considering multiple measures, this study improves robustness of the findings as well as addressing marketing accountability issues.
Download or read book Building Customer based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Loyalty Rules written by Frederick F. Reichheld and published by Harvard Business Press. This book was released on 2001 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reichheld draws upon case studies of a variety of businesses including Harley-Davidson, Dell Computer, and Enterprise Rent-A-Car to show how employee and customer loyalty promote financial success. His approach to developing loyalty is based upon six principles of leadership including never profiting at the expense of partners, rewarding the right results, and honest communication. Reichheld is a Bain Fellow and author of The Loyalty Effect. c. Book News Inc.
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Download or read book Exploration of Brand Equity Measures written by Rong Huang and published by . This book was released on 2008 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Customer Assessment of Brand Valuation and Social Media written by Wioleta Kucharska and published by . This book was released on 2016 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted the theoretical assumption, that social media creates brand value. Next examines the correlation between brand values and social media metrics with relation to the used brand equity methodology. Results point out to the existence of correlation between brand value and number of Facebook fans only in the case of valuation methodology which included experts in the brand equity assessment process. Thus, self-awareness of customers may be a key factor of the quality of their brand equity assessment. With reference to the author's thesis of this article the existing conditions of oversupply of brands, products and communications, differences between brands become insignificant, and as the result a consumer is not able to accurately assess their equity. Thus, the specific of today market environment conditions may be a satisfactory explanation why customer assessment of brand valuation fails. On the other hand, keeping in mind the fact that there is a big discrepancy between the brand capital declared by customers and their final purchasing decisions regarding a product of a particular brand, it could be helpful to better measure brand competitiveness level understood as a probability of choosing one brand of a given category over other brands of the same category. Developing and including such a factor into brand equity measurement could significantly improve brand value approximation based on customer assessment.
Download or read book Brand Equity Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Download or read book Brand Metrics written by Jacek Kall and published by Routledge. This book was released on 2021-09-08 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.
Download or read book Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling written by Benjamin Kartono and published by . This book was released on 2006 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book What is Brand Equity Anyway written by Paul Feldwick and published by . This book was released on 2002 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Measuring Brand Equity from Aggregate Sales Data written by Sudhir Voleti and published by . This book was released on 2015-06-04 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book A product market based measure of brand equity written by Kusum L. Ailawadi and published by . This book was released on 2002 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Brand Strength written by Martin Walser and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.
Download or read book Producing a Measure of Brand Equity by Decomposing Brand Benefit Beliefs into Brand and Attribute Sources written by Randle D. Raggio and published by . This book was released on 2009 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 2003, Pamp;G rolled out a new proprietary brand tracking system based on Keller's (2003) consumer-based brand equity framework. This system produces a brand equity score for all brands in the categories in which Pamp;G competes. In this short period of time, Pamp;G has fully embraced this new system, with managers and executives using this brand equity measure as an indicator of brand health, as well as for reward and compensation. Since its inception, Pamp;G has already studied hundreds of brands, including all of its billion dollar brands, in more than 30 countries, and has its brands slated for continuous tracking. The survey consists of hundreds of questions that are primarily collected in check-box format, which give a general idea of how favorable consumers' beliefs are about brands. What these questions do not provide is any insight concerning how consumers arrive at those beliefs, important information that brand managers were lacking. This article incorporates two previously-published JMR articles to help Pamp;G utilize its existing check-box survey data (Edwards and Allenby 2003) to identify which sources consumers use to develop their beliefs about brands, i.e., high-level brand or detailed attribute sources (Dillon, et al. 2001), and the implications for brand management. The authors then develop a measure of brand equity based on consumers' use of the high-level brand source and show that a significantly smaller number of questions can produce a measure of brand equity that correlates highly with that produced by Pamp;G's current system. The major benefits to Pamp;G are an understanding of where consumers' brand beliefs come from, and a reliable measure of brand equity at much less cost and with fewer questions. The benefit to marketing management is the implication that by using the approach described in this paper, other companies also can better understand where their consumers' brand beliefs come from, and now can develop a measure of brand equity that does not require a large complex instrument.
Download or read book Conceptualizations and a New Measure of Brand Equity written by Saravudh Anantachart and published by . This book was released on 1995 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt:
