PDF-[READ] - Managing Brand Equity

In a fascinating and insightful examination of the phenomenon of brand equity Aaker provides a clear and welldefined structure of the relationship between a brand and its symbol and slogan as well as each of the five underlying assets which will clarify for managers exactly how brand equity does contribute valueThe most important assets of any business are intangible its company name brands symbols and slogans and their underlying associations perceived quality name awareness customer base and proprietary resources such as patents trademarks and channel relationships These assets which comprise brand equity are a primary source of competitive advantage and future earnings contends David Aaker a national authority on branding Yet research shows that managers cannot identify with confidence their brand associations levels of consumer awareness or degree of customer loyalty Moreover in the last decade managers desperate for shortterm financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions causing irreversible deterioration of the value of the brand name Although several companies such as Canada Dry and ColgatePalmolive have recently created an equity management position to be guardian of the value of brand names far too few managers Aaker concludes really understand the concept of brand equity and how it must be implemented The author opens each chapter with a historical analysis of either the success or failure of a particular companys attempt at building brand equity the fascinating Ivory soap story the transformation of Datsun to Nissan the decline of Schlitz beer the making of the Ford Taurus and others Finally citing examples from many other companies Aaker shows how to avoid the temptation to place shortterm performance before the health of the brand and instead to manage brands strategically by creating developing and exploiting each of the five assets in turn. Brand contribution measures the in64258uence of brand alone on earnings on a scale of 1 to 5 5 highest China Construction Bank Starbucks The Top 100 Chart 26 BrandZ Top 100 Most Valuable Global Brands 2014 27 Section 02 The Global Top 100 brPage 2br -. Learn at Your Own Pace.. The . Presentation contains Animation. To View the Course please run the “. Slide Show. ”.. You . Can Run the Slide Show by Using any one of the following options:. Click on the “. Corporate Services Managing Concentrated Equity Risk through Strategic Diversication William Blair Corporate and Executive Services: Managing Concentrated Equity Risk through Strategic Diversicat A product has….. Core customer value. Benefits. Associated Services (. augmented. product). Financing. Warranty. Support. What is a Product?. Tangible good. Idea. Service. Person. Types of Consumer Products. 3. Chapter Objectives. After reading this chapter you should be able to:. Appreciate . marcom’s. role in facilitating the introduction of new brands.. Explain the innovation-related characteristics that influence adoption of new brands.. Dr. Bonnie Canziani. UNC Greensboro. AAWE . PADOVA 2017. PURPOSE OF THE STUDY. EXPLORE:. c. onsumer-perceived regional brand equity in the context of an emerging wine region. r. espondent intentions towards NC wine and winery visits. An Examination of Mere Exposure Effects in College-Sport Sponsorship Contexts. Sanghak Lee. Indiana University. April 18, 2009. Advisor: Paul M. Pedersen, Ph.D.. Sponsorship Growth. Sponsorship growth worldwide. Marketing Principle #3. All . Competitors . React .  Managing Sustainable Competitive Advantage. Agenda. Introduction. Approaches for Managing Sustainable Competitive Advantage. Evolution of Sustainable Competitive Advantage in Marketing. Brand . Brand Name . Vocalized part of . the brand... . Brand: derived from the old Norse word . . “brander” which means “to burn.” . Brand mark Trademark . Symbol, design, Part of the brand . TRANSFORMING BRANDS THROUGH NEW APPROACHES TO TRACKING. Uncovering, Monitoring and Recommending Sources of Growth. Designing Better Measurement Systems . “. My tracking of attitudes tells me one thing, but my trends in sales tell me another thing. I have all this data but what is really going on? Is my measurement system broken?. The National Conference of College Women Student Leaders, 2012. Copyright Gail Johnson, All Rights Reserved. AGENDA . Introduction. A New Brand You Overview. Understanding the Brands . Understanding Brand Usage. Course outline. Instructor & Department Information . Instructor Name:. Zarjina. . Tarana. Khalil (ZTK) . Office Location. NAC 715 . Office Hours:.  . STMW 11:30 am. to 1:00 pm, 2:30 pm to 3 pm. equity and . customer relationships in . an insurance company in . Iran. Abstract. This study identified five factors that influence the creation of brand equity through successful customer . relationships: trust, customer satisfaction, relationship commitment, brand loyalty, and brand awareness. . . Equity-Minded Goalsetting. Board of Higher Education Meeting – May 5, 2020. DHE has been solicited to apply for . multiple Lumina Foundation grants, . totaling to $1.25m, . to support the . Equity Agenda.