meseasuringsourceofbrandequity(測量品牌資產(chǎn)的(參考版)
2025-03-05 07:39本頁面
【正文】 price bees dominant reason to buy. Brands with greater Relevance than Differentiation Are in Danger of Being Commodities Examples: Exxon Mott’s McDonald’s Crest Minute Maid Fruit of the Loom Peter Pan (peanut butter) 24 E K 0 10 20 30 40 50 60 70 80 90 100 Esteem Knowledge Brand is better liked than known. More Esteem than Knowledge Means, “I’d like to get to know you better” Examples: Coach leatherwear Tag Heuer Calphalon Movado Blaupunkt Pella Windows Palm Pilot Technics 25 K E 0 10 20 30 40 50 60 70 80 90 100 Esteem Knowledge Brand is better known than liked. Too Much Knowledge Can Be Dangerous: “I know you and you’re nothing special” Examples: Plymouth TV Guide Spam Woolworths Chrysler Maxwell House National Enquirer Sanka 26 BrandAsset174。 relates to sale Differentiation ? The basis for consumer choice。 acquisition of consumer experience Esteem ? Consumer respect, regard, reputation。CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET Kevin Lane Keller Tuck School of Business Dartmouth College 1 Qualitative Research Techniques ? Free association ? What do you like best about the brand? What are its positive aspects? ? What do you dislike? What are its disadvantages? ? What do you find unique about the brand? How is it different from other brands? In what ways is it the same? 2 Free Associations LEVI’S 501 High quality, long lasting, and durable Blue denim, shrinktofit cotton fabric, buttonfly, twohorse patch, and small red pocket tag Feelings of selfconfidence and selfassurance Comfortable fitting and relaxing to wear Honest, classic, Contemporary, approachable, independent, and universal Appropriate for outdoor work and casual social situations Western, American, blue collar, hardworking, traditional, strong, rugged, and masculine BENEFITS ATTRIBUTES Symbolic Usage Imagery User Imagery Brand Personality Functional ProductRelated
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