The power of a brand lies in what resides in the minds of customers (Keller, ch.2, p. 59) The Brand Equity concept Forskellige definitioner og opfattelser stikord. Brand equity er lig med/ medfrer/ indebrer: Strre volumen eller margin Added value Brand aktiver og passiver tilknyttet mrket som pvirker vrdien Tidligere rs marketingeffekt p salg og indtjening Brand styrke (konkurrencemssig fordel) og Brand vrdi (finansielt udkomme) Den mlelige finansielle vrdi af transaktionen. Villighed til fortsat at kbe . (loyalitet) Et trovrdigt, relevant, distinkt lfte, som kan ejes. 2 Customer-Based Brand Equity (CBBE) (definition, Keller p. 60) CBBE is formally defined as: The differentiaI effect that brand knowIedge has on consumer response to the marketing of that brand. Marketing advantages of Strong Brands (Keller, figure 2-1) mproved perception of product performance. Greater loyalty Less vulnerability to competitive marketing actions Less volnerability to marketing crises Larger margins More elastic response to price decreases Mare inelastic respons to price increases Greater trade cooperation and support ncreased marketing communication efficiency and effectiveness Possible licensing opportunities Additional brand extension evaluations 3 Making a Brand strong: Brand Knowledge Brand knowledge creates the differential effect is the source of Brand Equity Brand knowledge: Brand awareness (strength of node in memory) high IeveI of awareness and famiIiarity, i.e. Brand recognition (strong exposure) and Brand recall (strong associations with product catergory or the other cues Learning advantage consideration advantage choise advantage Brand image (perception reflected in associations) strong, favorabIe and unique associations strong: personal relevans and consistency; favorabIe desirabIe: relevant, destinctive and believable and deIiverabIe: ability to performe, to communication hereof, sustainablitliy unique: points of difference (points of parity) Customer-Based Brand Equity Pyramid (Keller figure 2-5) 4. ReIationsships What about you and me? 3. Respons What about you? 2. Meaning What are you? 1. Identity Who are you? Resonance Judgements FeeIings Performance Imagery SaIience (Awareness ) (Association ) 4 Subdimensions of Brand Building Blocks (Keller figure 2-6) LoyaIty Attachment Community Engagement QuaIity CredibiIity Consideration Superiority Warmth Fun Excitement Security SociaI approvaI SeIf-Respect Primary Characteristics and Secondary Features Product ReIiabiIity, DurabIiIty and ServiceabiIity Service Effectiveness, Efficiency and Empaty StyIe and Design Price User ProfiIes Purchase and Usage Situations PersonaIity and VaIues History, Heritage and Experience Category Identifications Needs Satisfied Brand building implications Customers own Brands Don't take shortcuts with Brands (fig. 2-12) Brands should have duality (fig. 2-12) Brands should have richness Brand resonance provides importante focus (to what extent are marketing activities affecting the key dimensions of resonnance: loyalty, attachment, community, engagement? But: Keep focus and take care for delution of the Brand 5 Customer-Based Brand Equity Pyramid (Keller figure 2-12) Intense, active IoyaIty Positive,accessibIe reactions Points-of-parity and points-of- difference Deep, broad Brand Awareness Consumer Brand Resonance Consumer Consumer Judgements FeeIings Brand Brand Performance Imagery Brand SaIience