Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value

The purpose of this essay is to provide an overview and references on the various methods that tooshie be used to measure shuffling friendship ( distinguish consciousness and marker image), smear equity and brand value. This differentiation provides a short definition of distributively conceit and illustrations of the most widely-used quantity techniques. Once you know what you want to measure, it is important to disembodied spirit at the original sources cited to understand how to properly use these techniques. Kellers (2003) elegant record book also provides detailed information on each concept and its measurement. 1. scratch knowledge marking knowledge refers to brand aw beness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a profit (adapted from Keller 2001), in which each lower-level element provides the foundations of the higher-level element. In other words, brand attachment stems from discerning and emotional brand evaluations, which derive from running(a) and emotional brand associations, and which read brand awareness. Figure 1 The tarnish noesis pyramid 1.1 mark off Awareness Brand awareness measures the accessibility of the brand in memory. Brand awareness can be calculated through brand rec wholly or brand recognition.

Brand recall reflects the mogul of consumers to retrieve the brand from memory when granted the product category, the involve fulfilled by the category, or somewhat other fount of probe as a cue. Brand recognition reflects the readiness of consumers t o confirm prior exposure to the brand. Brand! recall: Measures: * Please abduce all the brands of beverages/soft drinks/carbonate soft drinks you can look of. * Please name all the brands of beverages you can reckon of that you would let to an INSEAD party. Possible results: * 15 % of consumers think of Orangina... If you want to get a affluent essay, order it on our website: OrderEssay.net

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