Customer_BasedBrandEquity(基于客户的品牌资产)凯

2.1CHAPTER2:CUSTOMER-BASEDBRANDEQUITYKevinLaneKellerTuckSchoolofBusinessDartmouthCollege2.2Customer-BasedBrandEquity“Thedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.”Keller,19932.3Customer-BasedBrandEquityDifferentialeffectDifferencesinconsumerresponseBrandknowledgeAresultofconsumers’knowledgeaboutthebrandConsumerresponsetomarketingChoiceofabrandRecallofcopypointsfromanadResponsetoasalespromotionEvaluationsofaproposedbrandextension2.4BrandEquityasa“Bridge”ReflectionofpastinvestmentsinthemarketingofabrandDirectionforfuturemarketingactionsorprograms2.5MakingaBrandStrong:BrandKnowledgeBrandknowledgeisthekeytocreatingbrandequity.Brandknowledgeconsistsofabrandnodeinmemorywithavarietyofassociationslinkedtoit.Brandknowledgehastwocomponents:brandawarenessandbrandimage.2.6SourcesofBrandEquityBrandawarenessBrandrecognitionBrandrecallBrandimageStrong,favorable,anduniquebrandassociations2.7BrandAwarenessAdvantagesLearningadvantagesRegisterthebrandinthemindsofconsumersConsiderationadvantagesLikelihoodthatthebrandwillbeamemberoftheconsiderationsetChoiceadvantagesAffectchoicesamongbrandsintheconsiderationset2.8EstablishingBrandAwarenessIncreasingthefamiliarityofthebrandthroughrepeatedexposure(forbrandrecognition)Forgingstrongassociationswiththeappropriateproductcategoryorotherrelevantpurchaseorconsumptioncues(forbrandrecall)2.9CreatingaPositiveBrandImageBrandAssociationsDoesnotmatterwhichsourceofbrandassociationNeedtobefavorable,strong,anduniqueMarketersshouldrecognizetheinfluenceoftheseothersourcesofinformationbybothmanagingthemaswellaspossibleandbyadequatelyaccountingforthemindesigningcommunicationstrategies.2.10TheFourStepsofBrandBuilding1.Ensureidentificationofthebrandwithcustomersandanassociationofthebrandincustomers’minds2.Establishthetotalityofbrandmeaninginthemindsofconsumers3.Elicitthepropercustomerresponsestothebrandidentificationandbrandmeaning4.Convertbrandresponsetocreateanintense,activeloyaltyrelationshipbetweencustomersandthebrand2.11FourQuestionsCustomersaskofBrands1.Whoareyou?(brandidentity)2.Whatareyou?(brandmeaning)3.Whataboutyou?WhatdoIthinkorfeelaboutyou?(brandresponses)4.Whataboutyouandme?WhatkindofassociationandhowmuchofaconnectionwouldIliketohavewithyou?(brandrelationships)2.12Customer-BasedBrandEquityPyramidRESONANCESALIENCEJUDGMENTSFEELINGSPERFORMANCEIMAGERY4.RELATIONSHIPS=Whataboutyouandme?3.RESPONSE=Whataboutyou?2.MEANING=Whatareyou?1.IDENTITY=Whoareyou?Sub-DimensionsofCBBEPyramidLOYALTYATTACHMENTCOMMUNITYENGAGEMENTQUALITYCREDIBILITYCONSIDERATIONSUPERIORITYWARMTHFUNEXCITEMENTSECURITYSOCIALAPPROVALSELF-RESPECTCATEGORYIDENTIFICATIONNEEDSSATISFIEDPRIMARYCHARACTERISTICS&SECONDARYFEATURESPRODUCTRELIABILITY,DURABILITY&SERVICEABILITYSERVICEEFFECTIVENESS,EFFICIENCY&EMPATHYSTYLEANDDESIGNPRICEUSERPROFILESPURCHASE&USAGESITUATIONSPERSONALITY&VALUESHISTORY,HERITAGE&EXPERIENCES2.14SalienceDimensionsDepthofbrandawarenessEaseofrecognitionandrecallStrengthandclarityofcategorymembershipBreadthofbrandawarenessPurchaseconsiderationConsumptionconsideration2.15DepthandBreadthImportanceTheproductcategoryhierarchyshowsusnotonlythedepthofawarenessmattersbutalsothebreadth.Thebrandmustnotonlybetop-of-mindandhavesufficient“mindshare,”butitmustalsodosoattherighttimesandplaces.2.16ProductCategoryStructureTofullyunderstandbrandrecall,weneedtoappreciateproductcategorystructure,orhowproductcategoriesareorganizedinmemory.2.17PerformanceDimensionsPrimarycharacteristicsandsupplementaryfeaturesProductreliability,durability,andserviceabilityServiceeffectiveness,efficiency,andempathyStyleanddesignPrice2.18ImageryDimensionsUserprofilesDemographicandpsychographiccharacteristicsActualoraspirationalGroupperceptions—popularityPurchaseandusagesituationsTypeofchannel,specificstores,easeofpurchaseTime(day,week,month,year,etc.),location,andcontextofusagePersonalityandvaluesSincerity,excitement,competence,sophistication,andruggednessHistory,heritage,andexperiencesNostalgiaMemories2.19JudgmentDimensionsBrandqualityValueSatisfactionBrandcredibilityExpertiseTrustworthinessLikeabilityBrandconsiderationRelevanceBrandsuperiorityDifferentiation2.20FeelingsDimensionsWarmthFunExcitementSecuritySocialApprovalSelf-respect2.21ResonanceDimensionsBehavioralloyaltyFrequencyandamountofrepeatpurchasesAttitudinalattachmentLovebrand(favoritepossessions;“alittlepleasure”)ProudofbrandSenseofcommunityKinshipAffiliationActiveengagementSeekinformationJoinclubVisitwebsite,chatroomsCustomer-BasedBrandEquityModelConsumer-BrandResonanceBrandSalienceConsumerJudgmentsConsumerFeelingsBrandPerformanceBrandImageryINTENSE,ACTIVELOYALTYRATIONAL&EMOTIONALREACTIONSPOINTS-OF-PARITY&POINTS-OF-DIFFERENCEDEEP,BROADBRANDAWARENESSApplication:IdentifytheKeyDriversofBrandEquity0.170.660.240.65PerformanceImageryFeelingsJudgmentResonance0.580.492.24BrandBuildingImplicationsCustomersownbrands.Don’ttakeshortcutswithbrands.Brandsshouldhaveaduality.Brandsshouldhaver