MGMC11H3 Chapter 2: Chapter 2 Notes for Keller's Strategic Brand Management

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blackporpoise490

11 Apr 2011

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Motivation for customer-based brand equity model: marketers know strong brands are important but aren"t always sure how to build one, cbbe model was designed to be: comprehensive cohesive. Rationale of customer-based brand equity model: basic premise: Power of a brand resides in the minds of customers. Challenge is to create the right brand knowledge structures to ensure customers have the right types of experiences with products and services through their marketing programs: thoughts, feelings, images, perceptions, attitudes. Building customer-based brand equity: the cbbe model provides: Branding ladder - building a strong brand involves a series of steps. Building blocks - strong brand is characterized by a logically constructed building blocks. Reinforces a number of branding tenets: customer"s own brands, don"t take short cuts with brands, brands should have a duality (rational and emotional, brands should have richness - resonance, brand resonance provides important focus www. notesolution. com. Cbbc model is useful: cbbc model is useful as:

Related Questions

12) Perfectly competitive markets exist when a) b) there is no particular advantage to being a large supplier capital investment allows one supplier to satisfy much of the market customers demand national brands the government eliminates incentives for private profits d)

The competitive threat that outsiders will enter a market is weaker when

A)financially strong industry members send strong signals that they will launch strategic initiatives to combat the entry of newcomers.

B)the industry is characterized by the lack of sizable scale economies and learning/experience curve effects.

C)the industry’s market growth is rapid.

D)there are more than 2 entry barriers.

E)buyers have little loyalty to the brands and product offerings of existing industry members.

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10. Sally applied for a position to sell phones at Cell Phone Inc. and had to complete multiple selection tools. Most likely, Sally would report high face validity when given: a) an exercise that requires her to work with real customers buying phones in a store setting. b) a knowledge test that asks questions about each brand of cell phone available on the market. c) an interview question that asks which algebra and calculus courses Sally took in high school. d) both (a) and (b). e) all of the above.

MGMC11H3 Chapter 2: Chapter 2 Notes for Keller's Strategic Brand Management

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