customer based brand equity pyramid

... CHAPTER FIGURE 2.2 A BRAND VERSUS A PRODUCT .9 FIGURE 2.3 ORIGINAL MODEL OF CUSTOMER BASED BRAND EQUITY 14 FIGURE 2.4 RESEARCH MODEL OF CUSTOMER- BASED BRAND EQUITY 26 FIGURE 3.1 ... that “service brands should be the firm’s name and should not be individualized” 10 2.3 Brand equity Building a strong brand involves creating brand equity In a common sense, brand equity is defined ... proposed a model of brand equity (customer- based) for financial services According to this model, brand equity is derived from the customer s perception of the quality and thereby the brand value Other...

Ngày tải lên: 06/11/2012, 15:52

... of brand equity are interpreted in following meanings Figure The conceptual model of customer- based brand equity Brand Awareness Perceived Quality Brand Image Brand Equity Brand Loyalty 2.4.1 Brand ... measurement of Customer- Based Brand Equity Most studies on brand equity focus on customer mindset Particularly, the four dimensions of brand equity including brand loyalty, perceived quality, brand awareness, ... Introduction 2.2 Branding 2.3 Brand equity 2.4 The measurement of customer- based brand equity 2.5 Relationships among four dimensions of CBBE 2.6 Summary 20 2.2 Branding Nowadays brand plays a necessarily...

Ngày tải lên: 22/08/2013, 22:27

... WHAT? Customer- based brand equity (CBBE) gì? HOW Làm để xây dựng CBBE? MEASURING MANAGING Cách thức để đo lường CBBE? Quản lý CBBE nào? i Customer- based brand equity gì? CUSTOMER- BASED BRAND EQUITY ... www.visualcomplexity.com * KIẾN THỨC THƯƠNG HIỆU Viết bi iI Làm để xây dựng Customer- based brand equity? LÀM SAO ĐỂ XÂY DỰNG CBBE? Lựa chọn đặc trưng thương hiệu (brand identities) ● ● ● Sự đơn giản Đặc biệt Quen thuộc ... CBBE? Quản lý CBBE nào? i Customer- based brand equity gì? CUSTOMER- BASED BRAND EQUITY gì? Customer- Based brand equity (CBBE) - Giá trị thương hiệu dựa người tiêu dùng hiệu ứng khác biệt mà kiến thức...

Ngày tải lên: 12/12/2013, 20:54

... Giá trị thương hiệu theo định hướng khách hàng ( CBBE ) Định nghĩa: “ Giá trị thương hiệu ( Brand Equity ) tập hợp tài sản có tài sản nợ gắn liền với thương hiệu, tên biểu tượng nó, làm tăng ... www.themegallery.com thuận lợi độc đáo thương hiệu ký ức => liên tưởng thương hiệu ( Brand Association ) Sự liên tưởng đến thương hiệu ( Brand Association ) - Là thuộc tính mà người nghĩ đến họ nghe nhìn thấy ... thị tạo ra, trì phát triển mối quan hệ với khách hàng => “Through the years, customers may come and go, but strong brands will endure” LOGO ...

Ngày tải lên: 01/08/2015, 10:58

... Dimensions of Customer Based- Brand Equity (Brand Image, Brand Loyalty and Perceived Quality) Appears To Have the Least Brand Equity Rating? 62 5.1.2 Does Customer Based- Brand Equity Differ ... three dimensions of customer based- brand equity (brand image, brand loyalty and perceived quality) appears to have the least brand equity rating? • Does customer based- brand equity differ between ... (1993), consumer based brand equity consist of two dimensions, brand knowledge and brand awareness Cob-walgren et al (1995) based their study on customer based perceptual measure of brand equity Their...

Ngày tải lên: 24/09/2012, 17:19

Ngày tải lên: 25/10/2012, 10:16

... as brand equity based on customer or customer- based brand equity (Study of the Brand Equity Based on Customer Loyalty, Ph D Andy, 2012) 1.2 Elements of brand equity According to Managing Brand ... Sources of brand equity .8 The concept of Customer- Based Brand Equity 2.1 Definition .9 2.2 How to create strong brand based on Customer- based brand equity ... create strong brand based on Customer- based brand equity .9 The Benefits of Brand Equity 10 Protecting and Managing Brand Equity 11 4.1 Managing Brand Equity ...

Ngày tải lên: 24/07/2013, 15:00

... Sưu tầm Lanta Brand ...

Ngày tải lên: 23/01/2014, 23:20

... Page i Building Customer- Based Project Organizations Page ii This page intentionally left blank Page iii Building Customer- Based Project Organizations Jeffrey K Pinto ... 143 Chapter Eight Creating Customer- Based Project Organizations 161 33 xvi Chapter Nine Putting the Model to Work: The ARO Story 175 Chapter Ten Building the Customer- Based Project Organization ... Organization Index 211 193 xvii Building Customer- Based Project Organizations xviii This page intentionally left blank 1 CHAPTER ONE WHY A CUSTOMER- BASED APPROACH MATTERS During the decade of...

Ngày tải lên: 08/05/2014, 09:46

... lẻ ảnh hưởng trực tiếp đến brand equity • Yêu cầu xúc tiến thương mại hấp dẫn thường xuyên • Bồi thường chứng khoán thương hiệu • • • • (Compensation to stock a new brand) Thanh toán tiền cho ... vào -> Thương hiệu mạnh  Các khía cạnh chiến lược giá  Cảm nhận giá  Định giá để xây dựng brand equity  Cảm nhận giá người tiêu dùng  Người tiêu dùng phân hạng thương hiệu dựa vào giá  ... hiệu tích hợp hữu hiệu với chương trình marketing, để tối đa hoá việc tạo dựng vốn thương hiệu (brand equity)     Nền kinh tế số hóa internet Loại bỏ trung gian tái lập trung gian Tùy biến theo...

Ngày tải lên: 23/06/2014, 08:32

... the brand strength multiplier Brand Equity Ten Aaker's "Brand Equity Ten" utilizes five categories of measures to assess brand equity (Aaker, 1996a): • • • • • Loyalty Measures Price premium Customer ... that two brands are seldom alike Brand Equity based on Equity Evaluation Simon and Sullivan (1993) presented a paper on using the financial market value to estimate the value of brand equity This ... valuation of brands has been led by Interbrand, a UK -based firm specializing in valuing brands, Financial World, a magazine which has provided annual estimates of brand equity since 1992, and Brand...

Ngày tải lên: 26/06/2014, 10:01

... thương hiệu C OMP AN Y L OGO I SECONDARY SOURCES OF BRAND KNOWLEDGE INGREDINTS COMPANY ALLIANCES ECTENSIONS OTHER BRANDS EMPLOYERS PEOPLE BRAND COUNTRY OF ORIGIN PLACES CHANNELS ENDORSERS THINGS ... EVENTS CAUSES THIRD-PARTY ENDORSEMENTS II UNDERSTANDING TRANSFER OF BRAND KNOWLEDGE AWARENESS AWARENESS ATTRIBUTES BENEFITS IMAGES BRAND THOUGHTS FEELINGS ATTRIBUTES T R A N S F E R BENEFITS MAGES ... TÁC THƯƠNG HIỆU (TT) SP hợp tác Philips Nivea Một nhà điều hành Nabisco nói : “Giving away your brand is a lot like giving away your child-you wat to make sure everything is perfect” HỢP TÁC THƯƠNG...

Ngày tải lên: 01/07/2014, 15:49

... tối đa hoá mục tiêu marketing gắn thương hiệu, đăng kí quyền Tiến trình đặt tên thương hiệu (Interbrand) Hướng dẫn dự án Báo cáo chiến lược đặt tên Tổ chức nhóm làm việc Đầu vào khách hàng: phê...

Ngày tải lên: 03/07/2014, 12:35

... Managing Brand Equity • Brand reinforcement • Brand revitalization • Brand crises Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Interbrand’s Steps in Calculating Brand Equity ... What is Branding? Branding is endowing products and services with the power of the brand Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall What is Brand Equity? Brand equity ... Measuring Brand Equity • Brand audits • Brand tracking • Brand valuation Copyright © 2009 Pearson Education, Inc Publishing as Prentice Hall Table 9.2 The 10 Most Valuable Brands Brand 2006 Brand Value...

Ngày tải lên: 11/07/2014, 09:20

... of Brand Equity and Brand Value…….…… 22 2.6.1 Brand Equity vs Brand Value………………………………… 22 2.6.2 Brand Value…………………………………………………… 27 2.6.3 Brand Equity ………………………………………………… 40 2.6.3.1 Brand Equity ... that subsumes Brand Equity Brand Equity is what the brand means to the consumer; Brand Value is what the brand means to the company Brand Equity exists regardless of the owner of the brand and we ... Developing a New Theory of Brand Equity and Brand Value 2.6.1 Brand Equity vs Brand Value Given the problems that were demonstrated to exist in prior approaches to studying brand equity, I suggest that...

Ngày tải lên: 02/11/2014, 00:49

... LITERATURE REVIEW Brand building theory 1 Brand concept Brand equity definition Importance of brand equity Approaches to measuring brand equity 11 ... A’s brand equity get a higher mean score than Paper One in most of brand attributes, except brand association However, in comparing with the brand equity score in year 2010, Double A’s brand equity ... adjust its brand strategy so that the brand performance can improve year by year Keywords: Paper industry, Brand, Brand equity, Brand awareness, Brand association, Perceived value, Brand loyalty,...

Ngày tải lên: 23/10/2015, 15:38

... of customer Limited sample of customer proportion of customer base base base Sample Homogenous segments Typically a group of Heterogeneous customer homogeneity can be identified homogeneous customer ... importance of a customer account typically differs significantly between B2C and projectbased B2B organizations Project -based organizations often have a very limited amount of customers and are ... for measuring customer satisfaction, the customer satisfaction survey, two incident -based techniques (critical incident technique and sequential incident technique), and measuring customer satisfaction...

Ngày tải lên: 15/01/2014, 15:59