MKT 510 Chapter Notes - Chapter 10: Brand Management, Mergers And Acquisitions, Cash Flow
Document Summary
Chapter 10 measuring outcomes of brand equity ideally, to measure brand equity we would create: brand equity index: one easily calculated number that would summarize the health of the brand & capture its brand equity. Comparative methods: research studies or experiments that examine consumer attitudes & behaviour toward a brand to directly estimate the benefits arising from having a high level of awareness & strong, favourable, & unique brand associations. We use comparative methods to approximate specific benefits of brand equity two types: brand based comparative approach, marketing based comparative approach then there is a technique that combines the two conjoint analysis. Holds the marketing program fixed & examines the consumer response based on changes in brand identification. Application example: blind testing research studies in which consumers examine or use a product with or without brand identification. Isolates the value of the brand: we could study almost an infinite amount of marketing activities.
