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Sources Of Brand Equity

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Measuring sources of brand equity: Capturing mindset
Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Qualitative Research Techniques ,[object Object],[object Object],[object Object],[object Object]
Free Association ,[object Object],[object Object],[object Object],[object Object]
Projective Techniques ,[object Object],[object Object],[object Object],[object Object]
Brand Personality and Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quantitative Research Techniques ,[object Object],[object Object],[object Object],[object Object]
Awareness ,[object Object],[object Object],[object Object],[object Object],[object Object]
Image ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Responses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Relationships ,[object Object],[object Object]
Brand Extensions ,[object Object],[object Object]
Brand extension ,[object Object],[object Object],[object Object]
Advantages of Extensions ,[object Object],[object Object]
Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disadvantage s ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Extension - Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managing brands over time Long term effects of marketing actions on Brand Equity Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity
Managing brands over time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing brands over time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Sources Of Brand Equity

  • 1. Measuring sources of brand equity: Capturing mindset
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  • 20. Managing brands over time Long term effects of marketing actions on Brand Equity Consumer response to PAST marketing activity Brand Awareness & Brand Image Consumer response to CURRENT marketing activity CHANGED Brand Awareness & Brand Image Consumer response to FUTURE marketing activity
  • 21.
  • 22.