... CHAPTER FIGURE 2.2 A BRAND VERSUS A PRODUCT .9 FIGURE 2.3 ORIGINAL MODEL OF CUSTOMERBASEDBRANDEQUITY 14 FIGURE 2.4 RESEARCH MODEL OF CUSTOMER- BASEDBRANDEQUITY 26 FIGURE 3.1 ... that “service brands should be the firm’s name and should not be individualized” 10 2.3 Brandequity Building a strong brand involves creating brandequity In a common sense, brandequity is defined ... proposed a model of brandequity (customer- based) for financial services According to this model, brandequity is derived from the customer s perception of the quality and thereby the brand value Other...
... of brandequity are interpreted in following meanings Figure The conceptual model of customer- basedbrandequityBrand Awareness Perceived Quality Brand Image BrandEquityBrand Loyalty 2.4.1 Brand ... measurement of Customer- BasedBrandEquity Most studies on brandequity focus on customer mindset Particularly, the four dimensions of brandequity including brand loyalty, perceived quality, brand awareness, ... Introduction 2.2 Branding 2.3 Brandequity 2.4 The measurement of customer- basedbrandequity 2.5 Relationships among four dimensions of CBBE 2.6 Summary 20 2.2 Branding Nowadays brand plays a necessarily...
... WHAT? Customer- basedbrandequity (CBBE) gì? HOW Làm để xây dựng CBBE? MEASURING MANAGING Cách thức để đo lường CBBE? Quản lý CBBE nào? i Customer- basedbrandequity gì? CUSTOMER- BASEDBRANDEQUITY ... www.visualcomplexity.com * KIẾN THỨC THƯƠNG HIỆU Viết bi iI Làm để xây dựng Customer- basedbrand equity? LÀM SAO ĐỂ XÂY DỰNG CBBE? Lựa chọn đặc trưng thương hiệu (brand identities) ● ● ● Sự đơn giản Đặc biệt Quen thuộc ... CBBE? Quản lý CBBE nào? i Customer- basedbrandequity gì? CUSTOMER- BASEDBRANDEQUITY gì? Customer- Basedbrandequity (CBBE) - Giá trị thương hiệu dựa người tiêu dùng hiệu ứng khác biệt mà kiến thức...
... Giá trị thương hiệu theo định hướng khách hàng ( CBBE ) Định nghĩa: “ Giá trị thương hiệu ( BrandEquity ) tập hợp tài sản có tài sản nợ gắn liền với thương hiệu, tên biểu tượng nó, làm tăng ... www.themegallery.com thuận lợi độc đáo thương hiệu ký ức => liên tưởng thương hiệu ( Brand Association ) Sự liên tưởng đến thương hiệu ( Brand Association ) - Là thuộc tính mà người nghĩ đến họ nghe nhìn thấy ... thị tạo ra, trì phát triển mối quan hệ với khách hàng => “Through the years, customers may come and go, but strong brands will endure” LOGO ...
... Dimensions of Customer Based- BrandEquity (Brand Image, Brand Loyalty and Perceived Quality) Appears To Have the Least BrandEquity Rating? 62 5.1.2 Does Customer Based- BrandEquity Differ ... three dimensions of customer based- brandequity (brand image, brand loyalty and perceived quality) appears to have the least brandequity rating? • Does customer based- brandequity differ between ... (1993), consumer basedbrandequity consist of two dimensions, brand knowledge and brand awareness Cob-walgren et al (1995) based their study on customerbased perceptual measure of brandequity Their...
... as brandequitybased on customer or customer- basedbrandequity (Study of the BrandEquityBased on Customer Loyalty, Ph D Andy, 2012) 1.2 Elements of brandequity According to Managing Brand ... Sources of brandequity .8 The concept of Customer- BasedBrandEquity 2.1 Definition .9 2.2 How to create strong brandbased on Customer- basedbrandequity ... create strong brandbased on Customer- basedbrandequity .9 The Benefits of BrandEquity 10 Protecting and Managing BrandEquity 11 4.1 Managing BrandEquity ...
... the 19 stakeholders in both the project developer and customer organizations to facilitate decision making Based on our definition of customer- based project management, the project organization ... 143 Chapter Eight Creating Customer- Based Project Organizations 161 33 xvi Chapter Nine Putting the Model to Work: The ARO Story 175 Chapter Ten Building the Customer- Based Project Organization ... Organization Index 211 193 xvii Building Customer- Based Project Organizations xviii This page intentionally left blank 1 CHAPTER ONE WHY A CUSTOMER- BASED APPROACH MATTERS During the decade of...
... lẻ ảnh hưởng trực tiếp đến brandequity • Yêu cầu xúc tiến thương mại hấp dẫn thường xuyên • Bồi thường chứng khoán thương hiệu • • • • (Compensation to stock a new brand) Thanh toán tiền cho ... vào -> Thương hiệu mạnh Các khía cạnh chiến lược giá Cảm nhận giá Định giá để xây dựng brandequity Cảm nhận giá người tiêu dùng Người tiêu dùng phân hạng thương hiệu dựa vào giá ... hiệu tích hợp hữu hiệu với chương trình marketing, để tối đa hoá việc tạo dựng vốn thương hiệu (brand equity) Nền kinh tế số hóa internet Loại bỏ trung gian tái lập trung gian Tùy biến theo...
... the brand strength multiplier BrandEquity Ten Aaker's "Brand Equity Ten" utilizes five categories of measures to assess brandequity (Aaker, 1996a): • • • • • Loyalty Measures Price premium Customer ... that two brands are seldom alike BrandEquitybased on Equity Evaluation Simon and Sullivan (1993) presented a paper on using the financial market value to estimate the value of brandequity This ... valuation of brands has been led by Interbrand, a UK -based firm specializing in valuing brands, Financial World, a magazine which has provided annual estimates of brandequity since 1992, and Brand...
... thương hiệu C OMP AN Y L OGO I SECONDARY SOURCES OF BRAND KNOWLEDGE INGREDINTS COMPANY ALLIANCES ECTENSIONS OTHER BRANDS EMPLOYERS PEOPLE BRAND COUNTRY OF ORIGIN PLACES CHANNELS ENDORSERS THINGS ... EVENTS CAUSES THIRD-PARTY ENDORSEMENTS II UNDERSTANDING TRANSFER OF BRAND KNOWLEDGE AWARENESS AWARENESS ATTRIBUTES BENEFITS IMAGES BRAND THOUGHTS FEELINGS ATTRIBUTES T R A N S F E R BENEFITS MAGES ... TÁC THƯƠNG HIỆU (TT) SP hợp tác Philips Nivea Một nhà điều hành Nabisco nói : “Giving away your brand is a lot like giving away your child-you wat to make sure everything is perfect” HỢP TÁC THƯƠNG...
... tối đa hoá mục tiêu marketing gắn thương hiệu, đăng kí quyền Tiến trình đặt tên thương hiệu (Interbrand) Hướng dẫn dự án Báo cáo chiến lược đặt tên Tổ chức nhóm làm việc Đầu vào khách hàng: phê...
... of BrandEquity and Brand Value…….…… 22 2.6.1 BrandEquity vs Brand Value………………………………… 22 2.6.2 Brand Value…………………………………………………… 27 2.6.3 BrandEquity ………………………………………………… 40 2.6.3.1 BrandEquity ... that subsumes BrandEquityBrandEquity is what the brand means to the consumer; Brand Value is what the brand means to the company BrandEquity exists regardless of the owner of the brand and we ... Keller’s (1993) definition of consumer -based brandequity implies that knowledge of the brand is a good thing Positive image/associations/feelings may be good for a brand and increase brand equity, but...
... LITERATURE REVIEW Brand building theory 1 Brand concept Brandequitydefinition Importance of brandequity Approaches to measuring brandequity 11 ... Brandequitydefinition Numerous definitions of brandequity have been proposed by different authors According to Aaker (1991), brandequity is the set of assets and liabilities linked to a brand ... adjust its brand strategy so that the brand performance can improve year by year Keywords: Paper industry, Brand, Brand equity, Brand awareness, Brand association, Perceived value, Brand loyalty,...
... of customer Limited sample of customer proportion of customer base base base Sample Homogenous segments Typically a group of Heterogeneous customer homogeneity can be identified homogeneous customer ... importance of a customer account typically differs significantly between B2C and projectbased B2B organizations Project -based organizations often have a very limited amount of customers and are ... for measuring customer satisfaction, the customer satisfaction survey, two incident -based techniques (critical incident technique and sequential incident technique), and measuring customer satisfaction...