Assess potential sources of customer-based brand equity by identifying and tracking consumers' brand knowledge-all thoughts, feelings, images, perceptions, and beliefs linked to the brand.

Assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program.

Brand Equity Measurement System

A set of research procedures designed to provide marketers with timely, accurate, and actionable information about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run.

A "comprehensive, systematic, independent, and periodic examination of a company's-or business unit's-marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of actio

To provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded.

Research directed to understanding what consumers think and feel about the brand and act toward it in order to better understand sources of brand equity as well as any possible barriers.

Core Brand Associations

Abstract associations (attributes and benefits) that characterize the 5-10 most important aspects or dimensions of a brand.

Brand Tracking Studies

Collect information from consumers on a routine basis over time, usually through quantitative measures of brand performance on a number of key dimensions that marketers can identify in the brand audit or other means.

Brand Equity Management System

A set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.

A formalized document that provides relevant guidelines to marketing managers within the company as well as to key marketing partners outside the company such as marketing research suppliers or ad agency staff.

Provide comprehensive but actionable summaries of brand-related information.

Help

Options

focusNode

Didn't know it?
click below

Knew it?
click below

Don't Know

Remaining cards (0)

Know

retry

shuffle

restart

0:00

Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.

Normal Size Small Size show me how

Brand Management

Chapter 8

Question	Answer
Indirect Approach	Assess potential sources of customer-based brand equity by identifying and tracking consumers' brand knowledge-all thoughts, feelings, images, perceptions, and beliefs linked to the brand.
Direct Approach	Assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program.
Brand Equity Measurement System	A set of research procedures designed to provide marketers with timely, accurate, and actionable information about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run.
Return of Marketing Investment
Marketing Audit	A "comprehensive, systematic, independent, and periodic examination of a company's-or business unit's-marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of actio
Brand Inventory	To provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded.
Brand Exploratory	Research directed to understanding what consumers think and feel about the brand and act toward it in order to better understand sources of brand equity as well as any possible barriers.
Core Brand Associations	Abstract associations (attributes and benefits) that characterize the 5-10 most important aspects or dimensions of a brand.
Brand Tracking Studies	Collect information from consumers on a routine basis over time, usually through quantitative measures of brand performance on a number of key dimensions that marketers can identify in the brand audit or other means.
Brand Equity Management System	A set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.
Brand Charter	A formalized document that provides relevant guidelines to marketing managers within the company as well as to key marketing partners outside the company such as marketing research suppliers or ad agency staff.
Marketing Dashboards	Provide comprehensive but actionable summaries of brand-related information.

Created by: 1828371341

"Know" box contains:
Time elapsed:
Retries: