consumers narrate:
What comes to their mind when they think about the brand or the associated product category
What is Free Association
100
Recognition
Recall
Corrections for guessing
Strategic implications
What are the tools marketers use for brand awareness.
100
Comprehensive examination of a brand to discover its sources of brand equity
What is a brand audit?
100
Brand Charter
Brand Equity Report
Brand Equity Responsibilities
What is how to establish a Brand Equity Management System?
100
$104.3 billion
Who is Apple?
200
Present consumers with ambiguous stimulus and ask them to make sense of it
What is Projective Techniques
200
Associations that consumers hold for a brand
What is brand awareness?
200
Independent examination of a company’s marketing environment, objectives, strategies, and activities
What is a marketing audit?
200
Formalizes the company view of brand equity into a document
What is a brand charter?
200
$56.7 billion
Who is Microsoft?
300
Uncovers hidden thoughts and feelings which can be expressed using metaphors.
What is ZMET?
300
Descriptive thoughts that a person holds about something
What are beliefs?
300
Comprehensive profile of how all the products and services of a company are marketed and branded
What is brand inventory?
300
Dashboard
What is a type of Brand Equity Report?
300
$54.9 billion
Who is Coca-Cola?
400
Study of how the brain responds to marketing stimuli, including brands
What is neuromarketing?
400
Purchase intentions and likelihood to recommend.
What are types of brand responses.
400
What customers currently believe about the brand
What customers will value in the brand
What the firm is currently saying about the brand
Where the firm would like to take the brand
What is ideal brand positioning?
400
Overseeing brand equity
Organizational structure and design
Managing marketing partners