Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value

The purpose of this essay is to provide an overview and references on the various methods that stooge be used to measure shuffling cognition ( mark off consciousness and marker image), steel equity and brand value. This quality provides a short definition of apiece conceit and illustrations of the intimately widely-used quantity techniques. Once you know what you want to measure, it is important to attend to at the original sources cited to understand how to properly use these techniques. Kellers (2003) glorious record book also provides detailed information on each concept and its measurement. 1. scratch knowledge check knowledge refers to brand aw areness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Keller 2001). The different dimensions of brand knowledge can be classified in a profit (adapted from Keller 2001), in which each lower-level element provides the foundations of the high er-level element. In other words, brand attachment stems from rational number and emotional brand evaluations, which derive from running(a) and emotional brand associations, and which force brand awareness. Figure 1 The discolouration noesis benefit 1.1 grime Awareness Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall(a) or brand recognition.

Brand recall reflects the mogul of consumers to retrieve the brand from memory when give the product category, the involve fulfilled by the category, or round other fount of probe as a cue. Br and recognition reflects the readiness of c! onsumers to confirm prior exposure to the brand. Brand recall: Measures: * Please abduce all the brands of beverages/soft drinks/carbonate soft drinks you can look of. * Please name all the brands of beverages you can hypothesize of that you would let to an INSEAD party. Possible results: * 15 % of consumers think of Orangina... If you want to get a affluent essay, order it on our website: OrderCustomPaper.com

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