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8/13/2019 strong brand David A.aaker
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BRAND
MANAGEMENT
8/13/2019 strong brand David A.aaker
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BRNDName, term, sign, design symbol,
or the combination of them
that identify a product/service
of a company
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BRAND ISIMPORTANT.
WHY ? ? ?
It makes emotion agreementconsistent and stable
It can penetrate each
culture and market
It can create the interaction
communication toward the consumerInfluential in forming customer behavior
It ease buying decision process by customer
The ability to grow as the
biggest asset of company
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Framework for Brand
Management
Market
Analysis
Consumer
Analysis
Company
Analysis
Brand
Ideas
Market
Niches
Product TruthConsumer TruthMarket Truth
Brand
Equity
Brand Platform
Brand Architecture
Communication(Marketing Mix )
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BRAND EQUITY
Definition :
A set of asset and liabilities linked to a
brand, its name, symbol, that add to orsubtract from the value provided by a
product or service to a firm and/or to that
firms customers.
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BRAND EQUITY CONCEPT
Brand equity
(Name, Symbol)
Perceivedquality
Brand
association
Other
propriety
brand asses
value to
company
value to
customer
Brand
awareness
Brand
loyalty
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V LUE TOCUSTOMER
INTERPRETATION /
PROCESSING OF
INFORMATION
CONFIDENCE IN THE
PURCHASE DECISION
USE SATISFACTION
V LUE TOCOMP NY :
EFFICIENCY AND
EFFECTIVENESS OF
MARKETING PROGRAMS
BRAND LOYALTYPRICES / MARGINS
BRAND EXTENSIONS
TRADE LEVERAGE
COMPETITIVE ADVANTAGE
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BRAND
AWARENESS
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The Awareness
Pyramid
Brand
Awareness:
The ability of potential
buyer to recognize or
recall that brand is a
member of a certainproduct category
Top
of mind
Brand Recall
Brand Recognition
Brand Unaware
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HOW BRAND
AWARENESS
WORKS TO HELPBRAND ?
Anchor to which other association
can be attached
Familiarity - Liking
Substance / Commitment
Brand to be considered
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HOW TOACHIEVE
AWARENESS
???
Be different & memorable
Involve a slogan or jingle
Symbol exposure
Publicity
Event sponsorship
Consider brand extensions
Using cues
Recall requires repetitionThe recall bonus
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ANYTHING LINKED IN MEMORY TO
A BRAND
BR NDSSOCI TION
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WHAT IS THEVALUE OF
BRANDASSOCIATION
HELP PROCESS/RETRIEVE INFORMATION
DIFFERENTIATED
REASON TO BUY
CREATE POSITIVE ATTITUDE / FEELINGS
BASIS FOR EXTENSIONS
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8/13/2019 strong brand David A.aaker
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ASPECTS OF BRAND
ASSOCIATION
CUSTOMERS CONFIDENCE
TOWARD BRAND
BRAND
ABSTRACTNESS
CUSTOMERS FAVORABLE
TOWARD BRAND
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8/13/2019 strong brand David A.aaker
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PERCEIVED QUALITY
CUSTOMER PERCEPTION OF THE
OVERALL QUALITY OR SUPERIORITY
PRODUCT OF A PRODUCT OR
SERVICE WITH RESPECT TO ITS
INTENDED PURPOSE, RELATIVE TO
ALTERNATIVES
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PERCEIVED QU LITYDIMENSIONSERVICE
TANGIBLES
RELIABILITY
COMPETENCERESPONSIVENESS
EMPATHY
PRODUCTPERFORMANCE
FEATURES
CONFORMANCERELIABILITY
DURABILITY
SERVICEABILITY
FIT & FINISH
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8/13/2019 strong brand David A.aaker
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BR ND LOY LTY
A measure that could give description
about the possibility whether
the consumer will switchto another brand, mainly when the brand
is changing (the price or
other attributes).
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VALUE OF
BRAND
LOYALTY
REDUCED
MARKETING
COSTS
TRADE
LEVERAGE
ATTRACTING
NEW
CUSTOMER
PROVIDE TIME TO RESPOND TOCOMPETITIVE THREATS
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BRAND LOYALTY PIRAMID
COMMITTED
BUYER
LIKING THE BRAND
SATISFIED BUYER
HABITUAL BUYER
SWITCHER
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CREATING & MAINTAINING
BRAND LOYALTY
TREAT THE CUSTOMERRIGHT
STAY CLOSE TO THE
CUSTOMER
MEASURE/MANAGE
CUSTOMER SATISFACTION
CREATE SWITCHING COSTS
PROVIDE EXTRAS
BRAND
LOYALTY