Brand equity

Brand Equity for Strategic Advantage: Consumer Decision Making

Why the Interest in Branding? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is Brand Equity? ,[object Object],[object Object],[object Object]

Benefits of Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object]

More benefits of Brand Equity ,[object Object],[object Object],[object Object],[object Object]

Managing Brand Equity ,[object Object],[object Object],[object Object],[object Object]

What does awareness and image buy? ,[object Object],[object Object]

Consumers are overloaded . ,[object Object],[object Object],[object Object]

The average supermarket consumer: ,[object Object],[object Object],[object Object],[object Object],Source: Pete Dickson and Stan Sawyer Journal of Marketing

How Do Consumers Cope? ,[object Object],[object Object],[object Object]

Screening is important ,[object Object],[object Object],[object Object],[object Object]

How Does Brand Equity Effect Screening? ,[object Object],Imagine that your sewer is backing up, and you are about to leave town on a business trip. Who do you call? (Services rarely purchased must have high Top-of-Mind)

How Does Brand Equity Effect Screening? ,[object Object],More commonly, a harried or uncertain consumer will eliminate brands with which they are unaware.

How Does Brand Equity Effect Screening? ,[object Object],[object Object],[object Object],[object Object]

What are your impressions of this watch?

How Does Brand Equity Affect Screening? A Strategic Advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Screening: Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What Attributes are used for screening in your product class?

Screening simplifies choice, but does not do the whole job. ,[object Object],[object Object],[object Object]

How does this comparison work? ,[object Object],[object Object],[object Object]

Consumers judge value by… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Implication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Implication ,[object Object],[object Object],[object Object]

Pricing Implication ,[object Object],[object Object],[object Object],Responses to price cuts are asymmetric, high price brands can steal from the poor.

How do you become a reference brand? ,[object Object],[object Object],[object Object],[object Object]

Comparison: Summary ,[object Object]

To create value… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What Strategic Element cannot be duplicated? ,[object Object],[object Object],[object Object],[object Object]

Brand equity

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Brand equity