Keller的策略品牌管理课件.ppt

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College Customer-Based Brand Equity “The differential effect that brand knowledge has on consumer response to the marketing of that brand.” Keller, 1993 Customer-Based Brand Equity Differential effect Differences in consumer response Brand knowledge A result of consumers’ knowledge about the brand Consumer response to marketing Choice of a brand Recall of copy points from an ad Response to a sales promotion Evaluations of a proposed brand extension Brand Equity as a “Bridge” Reflection of past investments in the marketing of a brand Direction for future marketing actions or programs Making a Brand Strong: Brand Knowledge Brand knowledge is the key to creating brand equity. Brand knowledge consists of a brand node in memory with a variety of associations linked to it. Brand knowledge has two components: brand awareness and brand image. Sources of Brand Equity Brand awareness Brand recognition Brand recall Brand image Strong, favorable, and unique brand associations Brand Awareness Advantages Learning advantages Register the brand in the minds of consumers Consideration advantages Likelihood that the brand will be a member of the consideration set Choice advantages Affect choices among brands in the consideration set Establishing Brand Awareness Increasing the familiarity of the brand through repeated exposure (for brand recognition) Forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall) Creating a Positive Brand Image Brand Associations Does not matter which source of brand association Need to be favorable, strong, and unique Marketers should recognize the influence of these other sources of information by both managing them as well as possible and by adequately accounting for them in designing communication strategies. The Four Steps of Brand Building Ensure identification of