100. Designing and Implementing Brand Architecture Strategies 13. 14. Measuring Brand Equity. 10 Measuring Outcomes of Brand Equity: Capturing Market Performance Learning Objectives After reading this chapter, you should be able to Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it. Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity. Over the past year, M.D. Qualitative research methods are ideal for measuring brand association where in consumer perceptions towards brand are captured. i: opening perspectives chapter 1 brands & brand management ii: identifying and establishing brand positioning and values chapter 2 customer-based brand equity chapter 3 brand positioning iii: planning and implementing brand marketing programs chapter 4 choosing brand elements to build brand equity chapter 5 designing marketing programs to build Weve updated our privacy policy so that we are compliant with changing global privacy regulations and to provide you with insight into the limited ways in which we use your data. Measuring outcomes of brand equity : capturing market performance --pt. Contrast different comparative methods to assess brand equity. 2. mkt765 lecture 20. brand report card. a brand equity is the positive effect of the brand on the difference between the prices that the, BRAND EQUITY BRAND IDENTITY - . Introducing and naming new products and brand extensions --Ch. recognize the, MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE - . Application example: Blind testing Advantage: Isolates the value of the brand Disadvantage: The totality of what is learned depends on how many applications are examined. Tap here to review the details. Step 3- Measuring and Interpreting Brand Performance Positive Brand Equity Results in. . Now customize the name of a clipboard to store your clips. By whitelisting SlideShare on your ad-blocker, you are supporting our community of content creators. Holistic methods are designed to analyze the total effect of brand equity. Instruction about the report will be in word document along with list of brand/company to choose. Limited diagnostic value for strategic decision making, Valuation Approaches Attempt to place a financial value on brand equity for accounting purposes Useful in cases of mergers and acquisitions, brand licensing, fund raising, and brand management decisions Valuation approaches: Accounting background Historical perspectives General approaches Interbrands brand valuation methodology. Managing Brands Over Time 15. Title: Chapter 10 Measuring outcomes of brand equity 1 Chapter 10Measuring outcomes of brand equity. Building a strong brand with significant equity provides a host of benefits for firms. Multi-dimensional concept ; Many different measures required ; The ultimate value of a brand . To Sum Up. . Understanding the sources and outcomes of brand equity provides managers with information how and where brands add value. TREND affecting modern marketers ; Need to quantify activities in financial terms ; PAKISTAN AT KENNEDY SCHOOL OF POLICY HARVARD UNIVERSITY CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity IV: Measuring and Interpreting Brand Performance. the changing landscape in mental health and rehabilitation. MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE ZeenatJabbar. Comparative methods tend to analyze effects of consumer perception towards brand in respect to marketing programs, in terms of change in brand awareness. brand equity help managers understand exactly how and where brands add value. Kevin Lane Keller Tuck School of Business Dartmouth College. Conjoint analysis (survey based, multivariete technique) (parth worth, consumer value) Brand based. Of the two holistic approaches, which places a financial value on brand equity? 1. V. Growing and sustaining brand equity -- Ch. Multi-dimensional concept ; Many different measures required ; The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity; 3 Comparative Methods. data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAKAAAAB4CAYAAAB1ovlvAAADOUlEQVR4Xu3XQUpjYRCF0V9RcOIW3I8bEHSgBtyJ28kmsh5x4iQEB6/BWQ . A) Valuation approach B) Residual approach C) Exemplar approach D) Marketing approach Click the card to flip Definition 1 / 16 A) Valuation approach Click the card to flip Measuring Outcomes of Brand Equity: Capturing Market Performance PART V: GROWING AND SUSTAINING BRAND EQUITY 12. Greater loyalty; less vulnerability to competitive marketing actions 3. QUER SABER COMO ATINGIR A EXCELNCIA ingles.pdf, chap-5-creating-long-term-loyalty-relationships.ppt, No public clipboards found for this slide. A focus on customer-based brand equity, including its definition; sources and outcomes; and tactical guidelines about how to build, measure, and manage brand equity, helps students interpret the potential effects and trade-offs of strategies and practices for managing brands. Instant access to millions of ebooks, audiobooks, magazines, podcasts and more. Activate your 30 day free trialto unlock unlimited reading. Introducing and Naming New Products and Brand Extensions 14. learning objectives. Larger margins and more inelastic responses to price increases and elastic responses to price decrease 4. Managing Brands Over Time 15. Free standard shipping on orders over $35 See details Apply Coupon Strategic Brand Management 5th edition Building, Measuring, and Managing Brand Equity ISBN: 0135641373 ISBN-13: 9780135641378 Authors: Kevin Lane Keller, Kevin Keller, Vanitha Swaminathan Out of Stock Strategic Brand Management (5th edition) Find similar editions This customer satisfaction question can help you determine if front-facing employees, like greeters, are putting effort into making customers feel welcome and engaging them right away. Measuring Outcomes of Brand Equity: Capturing Market Performance PART V: GROWING AND SUSTAINING . Introducing and . General Approaches In determining the value of a brand in an acquisition or merger, firms can choose from three main approaches: Cost approach: Brand equity is the amount of money that would be required to reproduce or replace the brand Market approach: The present value of the future economic benefits to be derived by the owner of the asset Income approach: The discounted future cash flow from the future earnings stream for the brand, Interbrands Brand Valuation Assumes that brand value is the present worth of the benefits of future ownership Follows five valuation steps: Market segmentation Financial (role of branding) analysis Demand (brand strength) analysis Competitive benchmarking Brand value calculation Brand value calculation : Calculate the brand value as the net present value (NPV) of the forecast brand earnings, discounted by the brand discount rate, 2022 SlideServe | Powered By DigitalOfficePro, MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE, - - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -. Overall, brand equity is the combined measure of brand strength and consists of three metrics: knowledge, preference and financial. Brand Personality, Brand Positioning, Brand Rep Comparative methods tend to analyze effects of consumer perception towards brand in respect to marketing programs, in terms of change in brand awareness. Marketing-Based Comparative Approaches Hold the brand fixed and examine consumer response based on changes in the marketing program Applications Critique Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall. Which of the following is part of comparative approaches? B. Consumer- based Comparative Approaches. Suppose you were comparing a discount merchandiser with a high-end merchandiser. Marketing based - vary a marketing mix variable 3. 12. Preview: Holistic Approach Brand equity is a multidimensional concept - too complex to only have one type of measure. Which of the following is not a Residual Approach? Chapter 10 Measuring Outcomes of Brand Equity Capturing Market Performance - Free download as Powerpoint Presentation (.ppt), PDF File (.pdf), Text File (.txt) or view presentation slides online. MEASURING OUTCOMES OF BRAND EQUITY:MEASURING OUTCOMES OF BRAND EQUITY: Two broad approaches to measuring brand equity. Creating and Measuring Brand Equity Intel Inside - . Chapter 10: Measuring Outcomes of Brand Equity, Capturing Market Performance. On this page Products Cost. Click here to review the details. Valuing the Business: Strategies for Structuring Your Purchase Price, LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY, DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY, CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY, Irresistible content for immovable prospects, How To Build Amazing Products Through Customer Feedback. Managing Brands Over Geographic Boundaries and Market Segments Comparative methods and holistic methods are designed to directly analyze brand equity. the concept of brand equity. jerome samson vp, business development & strategy. By accepting, you agree to the updated privacy policy. Contrast different comparative methods to assess brand equity. The Quantitative Research Methods unformatted text preview: chapter 10: measuring outcomes of brand equity: capuring market performance kevin lane keller tuck school of business dartmouth college 10.1 measuring brand equity multi-dimensional concept many different measures required the ultimate value of a brand depends on the underlying components of brand knowledge and sources Lecture. CHAPTER 10: MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE - . Looks like youve clipped this slide to already. brand, MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET - . Learning Objectives Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it Contrast different comparative methods to assess brand equity Explain the basics of how conjoint analysis works Review different holistic methods for valuing brand equity Describe the relationship between branding and finance Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall. Comparative methods and holistic methods are designed to directly analyze brand equity. lecture 17. measuring brand equity. 1. perception of better product 2. greater loyalty & less vulnerability to competitive mktg. We also . Category leaders/ brand consumers feel represent that category are. British firms used brand values primarily to boost their balance sheets. Learn faster and smarter from top experts, Download to take your learnings offline and on the go. You can choose one of two types of methods that measure one dimension of brand equity at a time: The Qualitative Research Methods. MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE. kevin lane keller kafli 1. Measuring Outcomes - . Are musical messages written around a brand. As Senior Vice President and Aetna Chief Medical Officer at CVS Health, my team and I lead the integration and delivery of clinical and population health solutions. Suppose further that both companies had identical ROEs. STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY - . The boardroom must ensure that the brand portfolio scores high in each of these parameters to optimize the financial outcome from strong brands: communication effectiveness 6. opportunity for successful licensing & brand extensions. Consumer response is examined based on changes in brand identification. for quality and accountability. The SlideShare family just got bigger. brand, Brand equity - . Marketing-Based Approaches The brand is held fixed and consumer response is examined based on changes in marketing programs. 10.13 Interbrand's Brand ValuationInterbrand's Brand Valuation Assumes that brand value is the present worth of theAssumes that brand value is the present worth of the benefits of future ownershipbenefits of future ownership Follows five valuation steps:Follows five valuation steps: Market segmentationMarket segmentation Financial (role of branding) analysisFinancial (role of branding) analysis Demand (brand strength) analysisDemand (brand strength) analysis Competitive . CHAPTER: 10 MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall. . On the basis of recent history, the estimated relationship between receivables and sales (in millions of dollars) is as follows: Receivables=$9.25+0.07(Sales). How are project classifications used in the capital budgeting process? Measuring Outcomes of Brand Equity: Capturing Market Performance PART V: GROWING AND SUSTAINING BRAND EQUITY 12. Scribd is the world's largest social reading and publishing site. Clipping is a handy way to collect important slides you want to go back to later. describe effective, Measuring Health Outcomes: Capturing Complexity - . march 26 th , 2009 webinar. mkt765 lecture 22. A new author incorporates her experiences and insights into the narrative and applications. sharing ideas, MEASURING OUTCOMES OF BRAND EQUITY: CAPTURING MARKET. 11. Designing and implementing branding strategies -- Ch. Developing a Brand Equity Measurement and Management System 10. 9 Context. What balance sheet accounts must have changed to produce the indicated changes. Measuring Brand Equity. 11. Profile and contrast some popular brand equity models. Historical Perspectives In Australia Rupert Murdochs News Corporation included a valuation of some of its magazines on its balance sheets in 1984. Dartmouth CollegeDartmouth College. Developing a brand equity measurement and management system -- Ch. Attribute Attitude Models Critique Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall. mkt765 lecture 21. brand valuation through brand passion strategy. Measuring outcomes of brand equity : capturing market performance -- pt. Applications: Explore price premiums effect on switching, consumer evaluations of marketing activities, brand extensions, etc. Measuring Brand Equity Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity Comparative Methods Brand-based comparative approaches Marketing-based comparative approaches Conjoint analysis
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Rupert Murdochs News Corporation included a valuation approach updated our privacy policy brand-based! Performance PART V: GROWING and SUSTAINING do you want to go back to later x27 ; perceptions of following One dimension of brand equity measuring sources of brand equity: CAPURING market performance - for. Enjoy access to millions of ebooks, audiobooks, magazines, and MANAGING brand equity these used! Of different holistic methods are ideal for measuring brand association by recording the consumers & # x27 ; perceptions it Strategic brand MANAGEMENT process on brand equity concept stresses the importance of the brand is held fixed and response! Licensing & amp ; support 5. increased mktg Business ; Dartmouth College ; 2 measuring brand equity: CAPURING performance. Methods < a href= '' https: //quizlet.com/104525204/ch-10-measuring-outcomes-of-brand-equity-capturing-market-performance-flash-cards/ '' > < /a > 've! 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