MKT 510 Chapter Notes - Chapter 10: Brand Licensing, Brand Management, Cash Flow
Document Summary
6 chapter 10 measuring outcomes of brand equity. Research studies or experiments that examine consumer attitudes and behavior toward a brand to directly estimate the benefits arising from having a high level of awareness and strong, favourable, and unique brand associations: brand-based comparative approaches. Holds all aspects of the marketing program fixed, hence isolates the value of a brand in a very real sense: marketing-based comparative approaches. We can compare virtually any set of marketing actions for the brand. By asking consumers to express preferences or choose among a number of carefully designed product profiles, researchers can determine the tradeoffs consumers are making between brand attributes, and this the importance they are attaching to them. Main advantage: allows us to study different brands and different aspects of the product or marketing program simultaneously. The science of branding understanding how brands affect consumer behaviour. There are theoretical mechanisms which explain why strong brands for which have high brand knowledge.
