Customer-Based Brand Equity
"A name, term, sign, symbol or design, or a combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition"
What is a brand?
Explains the process of viewing brand knowledge in a customer's memory as a network of nodes and connective links
What is Associative Network Memory Model?
What are the 4 issues that you need to watch out for when managing Human brands?
Hubris, mortality, social embeddedness and unpredictability
What's the lowest level of the Elements of Value Pyramid
Table of Stakes
The Australian telephone company that had a brand crisis by leaking customer data
What is Optus?
Elements that a brand requires to be considered as equally valuable as its competitors
What is Points of Parity?
This process is completed through three stages of elicitation, mapping and aggregation
What is Brand Association Mapping?
This process involves creating a strong and unique position in the target audiences' minds and it depends on having strong, unique, and favourable attributes that are valued by your target audience.
What is the Personal Brand positioning?
The elements of value Pyramid looks at objective as well as ........ & ........ values.
subjective & Inspirational values
The company that had to destroy its chocolates as the brand elements were perceived to be to similar to those of Lindt
What is a Lidl?
Brand factors that establish distinction within the frame of reference in the marketplace have this evaluated through desirability, differentiation and deliverability
What is Points of Difference?
Salience, Imagery and Judgements are three of the six parts of this model
What is Brand Resonance Pyramid?
The three factors that complicate the managing of human brands or the leveraging of secondary associations equity from people
What is hubris, mortality and social embeddedness?
B2B brand leadership can be based on value adding capabilities. What are value adding capabilities?
A B2B brand's ability to enhance a buyer reputational value
Which brand had problems because it focused on an influencer and ignored the brand associations of its target market?
What is Coors?
It is determined by strength, favourability and uniqueness of associations
What is Brand Image?
This model links the marketing program investment with shareholder value and specifies the influence of uncontrollable elements on branding success or brand value
What is Brand Value Chain?
A component of the personal brand positioning that is based on developing mastery and distinctive capability in 5 specific areas
What is capability-based personal brand positioning?
Creating brand synergy, supporting STP strategy and increase CBBE or brand resonance are key criteria for evaluating this spectrum
What is Brand Architecture?
The main author of our brand management textbook
Who is David Keller?
Name any three choice criteria that are used to of select or develop brand elements
What is (1) Memorable, (2) Familiar and Meaningful, (3) Likeable, (4) Adaptable, (5) Transferable, (6) Protectable?
When a brand use places, other brands, people and things to build its equity thi s is related to this theory
What is Leveraging Secondary Brand Associations?
Focuses on how brands and sub-brands within a targeted market are managed based on consumers’ price perceptions & quality perceptions, and competitor brands within the targeted market
What is a Brand Portfolio Strategy?
Uniqueness, salience and favourability are determinants of this branding decision
What is Extension Equity?
One of the developers of the brand spectrum model
Who is Aaker or Joachimsthaler?