ADPR 484 Lecture Notes - Lecture 1: Regeneron, Energizer, Price Premium
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12 Oct 2017
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1/19/17
• Key concepts: brand as asset
o Intangible value + Roy Sutherland
• Brand equity, awareness, associations, loyalty
• Brand awareness:
o “tregth of rad presee i osuer’s id
o Size of mental billboard
• Brand recognition:
o heard of it
o familiarity gained from past exposure
o recognition alone can result in more positive feelings toward nearly anything
▪ peanut butter taste test
▪ microprocessors
• Brand name awareness:
o Recognition: heard of it
o Recall: associated with product class
▪ Is high recognition the mark of a strong brand?
▪ How do we increase brand awareness?
▪ Is all awareness good awareness?
1/24/17
• Brand Equity asset categories: size of mental billboard
o Recognition: heard of it
o Recall: associated with product class
▪ Is high recognition the mark of a strong brand?
▪ How do we increase brand awareness?
▪ Is all awareness good?
• Perceived quality
o Whe this iproed, so geerall do other eleets of ustoers’ pereptio of
the brand
o Can drive financial performance
o Affets rad goodess ad pereptio
o Not enough to just have a quality product; perceptions must be created as well
• Brand loyalty
o More efficient to win new or retain current customers?
o There’s o usiess like o usiess.
o Segmentation:
▪ Noncustomers
▪ Price switchers
▪ Passively loyal (habit)
▪ Fence sitters (indifferent)
▪ Committed
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