MKT 510 Lecture Notes - Lecture 8: Social Currency, Corporate Social Responsibility, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Ida Berger

Document Summary

Chapter 8- developing a brand equity measurement and management system. Young & rubicam"s brand asset valuator (bav) quantitative method: there are four key components of brand health in bav(cid:830)the four pillars, each pillar is derived from various measures that relate to different aspects of consumers. " relative brand perceptions and together they trace the progression of a brand"s development. Differentiation / energy [pod: uniqueness of brand relative to competition. Relevance [how appropriate brand is to you: evaluation of brand"s attributes relative to consumer needs, reliable, intelligent, trustworthy. Esteem [how well regarded the brand is: overall evaluation of the brand, best, leader, worth more. = set of research procedures designed to provide marketers with timely, accurate & actionable info. About brands to help make the right decisions at the right time. Mental maps- portrays all salient brand associations & responses for particular target market.