Mar 3023 Lecture Notes - Lecture 15: Taco Bell, Brand Equity, Brand Loyalty
Document Summary
Chapter 15 class notes: wall street journal about laundry. Men are doing more laundry: a (cid:271)ra(cid:374)d ide(cid:374)tifies a(cid:374)d differe(cid:374)tiates a fir(cid:373)"s produ(cid:272)ts. Brand marks: gap learned how attached consumers can become to a brand mark when it tried to. Luxury brands have a significant investment in image replace its logo with a modified version to represent the company. Stopped making products still worth a lot of money: brand equity. Ibm has been ranked near the top of a list of firms with the highest brand equity and sees many benefits as a result, including the ability to succeed in a competitive industry like technology: measuring brand equity. Customer lifetime value: taco bell measures brand equity using free association or projective techniques, brand extension. Rebranding to rebuild trust with customers: co-branding. Doritos locos tacos at taco bell: private-label brands. Chapter 15 class notes: guinness was a success with the world record book, brand revitalization.
