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 Estimating Brand Equity from Aggregate Data written by Sudhir Voleti and published by . This book was released on 2009 with total page 328 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 Towards a System for Monitoring Brand Health from Store Scanner Data written by C. B. Bhattacharya and published by . This book was released on 2000 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Branding and Brand Equity written by Kevin Lane Keller and published by . This book was released on 2002 with total page 114 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 Estimating Brand Equity from Aggregate Data to 25 Pages 26 to 50 Pages 51 to 75 Pages 76 to 100 Pages 101 to 125 Pages 126 to 150 Pages 151 to 175 Pages 176 to 177 written by Sudhir Voleti and published by . This book was released on 2000 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 A Bayesian Nonparametric Approach to Residual Brand Equity Estimation written by Sudhir Voleti and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Product offerings in many consumer packaged goods (CPG) categories come in a variety of complex branding structures built around some discernable branding hierarchy. We develop a nonparametric statistical method in the context of a market response model to estimate the residual equity of each hierarchical level in a typical CPG branding structure, consistent with certain economic restrictions on the equity values. Our proposed model uses readily accessible aggregate sales and product data and exploits structure inherent in the set of brand and product relations to estimate its effects on market response. We propose that established brands in mature categories must be value-enhancing and that this translates into bounds on the domain of possible brand equity values. Our model, based on a set of independent Dirichlet process priors, avoids the drawbacks inherent in alternative approaches such as fixed effects, parametric random effects and finite mixtures of continuous densities. We examine the value contribution at different levels of the branding structure and derive insights therein. We demonstrate a brand valuation procedure using a dollar metric transformation of the residual equity estimates obtained. Finally, we validate our brand valuation results with those from independent, external sources. We test our model using AC Nielsen data on aggregate beer sales in US grocery stores. We find substantial heterogeneity in residual equity at different hierarchical levels in the branding structure, substantial differences between residual equity and more aggregate notions of brand equity and external validation of our residual equity estimates in terms of agreement with intuition, theory and previous financial data based brand equity valuations.
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 Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
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 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 Re Modeling the Brand Purchase Funnel written by Alexander Dierks and published by Springer. This book was released on 2017-04-05 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers’ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model’s value add is investigated based on two survey-based studies from the automotive and the electricity industry. Using logistic regression analysis, the author uncovers insightful differences in the determinants of consumers’ purchase decisions depending on the stage of consideration set formation. The findings support the employment of the more nuanced funnel in brand management.
Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Download or read book The Strategy of Global Branding and Brand Equity written by Alvin Lee and published by Routledge. This book was released on 2015-03-02 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
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 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conceptually, brand equity can be thought of as the incremental revenue that a product earns as a brand over the revenue it would earn if it were sold without the brand name. However, the brand can have an impact on revenue through a variety of mechanisms, e.g., reduced price sensitivity, higher advertising effectiveness, greater distribution etc. Developing a structural model of all these relationships is difficult, likely to contain specification error, and not very practical for managers. Instead, we propose a simple and easily quantifiable measure of brand equity. We base our measure on the implicit assumption that outcomes in the market involve optimal decisions by firms who select a price for their brands in order to maximize net revenue. Their decisions depend on the demand curves and costs faced by branded and unbranded goods. In essence, these revenues result from a reduced form of the complex relations among brand, marketing mix elements, and customers. Instead of trying to estimate the hypothetical revenue that a branded product would earn if it did not have the brand name, we use the revenue of the private label product as a reasonable benchmark. Hence, the difference in revenue between a branded good and the corresponding private label represents the equity of the particular brand. We calculate this measure for brands in twenty-three different packaged goods categories and validate it by examining its behavior over time and its association with other variables with which brand equity should be related in specific ways. The measure is reliable in that it correlates strongly with its lagged value. It exhibits a trend over time that is consistent with conventional wisdom on the erosion of brand equity during the past decade. As expected, it is positively associated with advertising but not with promotion. Further, it is positively associated with stockpileability and hedonic categories and negatively associated with private label quality. Finally, the "up" price elasticity, i.e., the effect on sales when price is increased, is significantly lower than the "down" price elasticity for high equity brands. Overall, the measure is simple, intuitive, and easy to calculate from public sources, and has fairly strong face and construct validity.
