M A R K E T I N G S C I E N C E I N S T I T U T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W O R K I N PAPER G • REPORT P A NO. P E 01-107 R • 2001 S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E
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Snapple Brand Equity Analysis The brand Snapple originated in New York in 1972‚ starting as an ‘underground favourite’‚ it grew to become a nationally recognised brand‚ obtaining strong consumer mind share .Snapple created and is part of the ‘new age’ category of non- carbonated natural ready to drink beverages‚ comprised of various juice flavours and iced teas. (Snapple Group‚ 2012). Snapple remains a dominant player in the ‘new age’ beverage category despite challenges of violent competition
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brand to the product” (Srinivasan‚ Park‚ & Chang‚ 2005‚ p. 1433). However‚ there are a limited number of conceptual and empirical researches focusing on services‚ not products. Additionally‚ the research information of customerbased brand equity (CBBE) of service brands in hospitality industry is pretty basic (Hsu‚ Hung‚ & Tang‚ 2012‚ p. 356). Brand equity knowledge in hospitality firms are mostly based on “theoretical or anecdotal evidence” only (Kayaman & Arasli‚ 2007‚ p. 93). Similar to any
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Summary Company Background * BMW * History of Mini – Timeline * Marketing Mix – Past & Now Corporate/Brand and Buyer Behavior Analyses * Brand Elements (Brand Name‚ URL‚ Logo‚ Tagline) * CBBE (Consumer-based Brand Equity Pyramid) * Brand knowledge (Awareness Pyramid‚ TOM [Top of Mind]& Recognition< awareness & Reference Matrix) * Factors Influencing Consumer Behaviour * Types of Buying Decision Behaviour * Buyer Decision Process IMC Planning Process
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and better than the rest. This also is a way for Nike to obtain credibility and quality. With the Air Jordan line‚ Nike sold over $100 million shoes in the first year (129). Nike’s sources of brand equity hit all the way to the top of the CBBE pyramid for American consumers. Within the first two years alone Nike had 50% of the market share for athletic shoes. Salience is huge with the Nike logo. About 97% of Americans were able to recognize the Nike logo in 2000 (139). Imagery and performance
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Management Dockers Case Study 1. Describe the broader product-market and competitive offerings for pants at the time of the Dockers launch (What choices did men have regarding pants?). Utilize the CBBE Pyramid to describe the association for the “Levi’s” brand. How did men perceive dress pants (the category) in general? At the time in which Dockers launched‚ men had two choices regarding pants‚ one of which was jeans‚ another one was dress slacks
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needs of these consumers. According to the concept of Kevil Lane Keller‚ Customer Based brand Equity pyramid which includes Resonance‚ Jugdements‚ Feelings‚ Performance‚ Imagery‚ and Salience. it serves as a very useful map roadmap of sequential actions that need to be taken to build a brand. The power of brand is based on what customers have experienced‚ heard‚ and learnt about a brand over time. CBBE is the effect that knowledge about a specific brand has on a person’s decisions to use that brand
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Moods of Norway case indicated many interesting issues relating to brand management study. In this paper‚ first‚ we outline two key challenges that Moods are facing‚ then analyze the brand based on CBBE pyramid‚ and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U.S. This is always a profitable but risky opportunity for every firm‚ including Moods of Norway. The company with
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benefits. Section 2. This Act shall be known and cited as the "Magna Carta for Countryside and Barangay Business Enterprises (Kalakalan 20)." As used in this Act‚ the term "countryside and barangay business enterprises‚" hereinafter referred to as the CBBE (Kalakalan 20)‚ shall mean any business entity‚ association or cooperative registered under the provisions of this Act whose: (a) Number of employees does not exceed twenty (20) at any time for the purpose of undertaking a productive business enterprise
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Group Brand Audit Project Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a "first come‚ first serve" basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way‚ the other gps will know which brands are already taken on a first come first serve basis. Once your
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