Building measuring and managing brand equity pdf

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building measuring and managing brand equity pdf

Keller's Brand Equity Model - Strategy Tools From

When the concept of branding first began, it was a way of helping consumers to distinguish between the similar products offered by different companies. Today, branding has grown into something much more complicated. In a world where opinion is everything, the average brand equity definition has begun to change. Your value is dictated by your social presence, your reputation, and the affinity you have with your customers. The very first brand equity definition appeared in the early s , created by a man called David Aaker.
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Brand Equity Measurement

Strategic Brand Management Building, Measuring, and Managing Brand Equity I This page intentionally left blank Strategic Brand Management Building.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity

As you know, brand equity is the value of your customers' perceptions of your organization. It is the market capitalization of a company that isn't defined by assets, liabilities, revenues, or intellectual property. At a basic level, brand equity is a company's total market value minus each measurable factor. In fact, brand equity is the reason world-renowned brands like Apple can command premium price points for products. Additionally, brand equity is driven by the quality of the customer experience, including branding and marketing.

Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it? Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively, or work out how to turn a struggling brand into a successful one. In this article, we'll look at Keller's Brand Equity model. This tool highlights four steps that you can follow to build and manage a brand that customers will support. Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth College, developed the model and published it in his widely used textbook, " Strategic Brand Management.

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Your brand equity model: The crucial components of a great company

Kevin Lane Keller 50 Estimated H-index: ,



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