Professional Documents
Culture Documents
Consumer-based Brand
Equity: Creating
Associations
! |
r eview
³The differential effect that brand knowledge
has on consumer response to the marketing
of that brand´
r The unique ³brain-space´ that your brand
occupies in the minds of your customers
|
elationship
elationship
esponse
Judgments Feelings
Gmagery Meaning
Performance
Gdentity Gdentity
|
£
| |
r Stage 1: Awareness
± What brands of product or service category can
you think of?
± Have you ever heard of these brands?
± What brands might you likely use under the
following situations?
± How frequently do you think of this brand?
£
| |
r Stage 2: Meaning
± Compared with other brands in this category, how well does
this brand provide the basic function of the product or
service category?
± How much do you like the look, feel, and other design
aspects of this brand?
± To what extent do people you admire and respect use this
brand?
± How well do Aakers attributes describe this brand?
± To what extent do you feel like you have ³grown up´ with
this brand? Does it bring back pleasant memories?
£
| |
r Brand Elements
± Summarize associations
± Aid retrieval of brand information
± Simplify new learning
r Memorable
± Easily recognized and recalled
r Meaningful
± Descriptive and persuasive
r Likable
± Fun, Gnteresting, ich Gmagery
r Transferable
± Within and across product and national boundaries
r Adaptable
± Updatable, flexible
r Protectable
| !
r Actual words
± Energizer
r Coined (Descriptive)
± Microsoft
r Coined (Abstract)
± Maytag
r Acronym Names
± GE
|
|"|
: ³b´ suggests relaxation, and ³berry´ suggests
smallness. Alliteration is lighthearted.
: The repetition of ³n´ at the end of each syllable produces a
³whirring´ sound suggesting a spinning motion.
#: ³pro´ is pedestrian, but ³ac´ suggests ³action´
$ : ³zo´ = ³life´ in Greek, and ³loft´ equals elevation. Z is very
daring.
!
: ³t´ and ³k´ associated with ³active´
% : Suggests ³Niagara´ â