brand can be a name‚ sign‚ logo‚ symbol or a combination of these‚ that identifies an organisation’s product or service‚ differentiating them from other competitors. According to Keller (1993)‚ brand equity is conceptualized from the perspective of the individual consumer. He also asserts that customer-based brand equity (CBBE) occurs when the consumer is familiar with the brand and whilst holding favourable‚ strong
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Analysis‚” Review of Financial Studies‚ 23 (10)‚ 3773– 3811. Ho-Dac‚ Nga N.‚ Stephen J. Carson‚ and William L. Moore (2013)‚ “The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Hoeffler‚ Steve and Kevin L. Keller (2003)‚ “The Marketing Advantages of Strong Brands‚” Journal of Brand Management‚ Interbrand (2009)‚ “Best Global Brands 2009‚” (accessed April 3‚ 2014)‚ [available at http://www.interbrand.com/en/best-globalbrands/best-global-brands-2009.aspx]
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Department of Marketing‚ Tourism and Hospitality Faculty of Business‚ Economics and Law BRANDING AND BRAND MANAGEMENT MKT2BBM Subject Learning Guide Semester Two 2013 Melbourne Subject Coordinator: Tanvir Ahmed ENQUIRIES Tanvir Ahmed Lecturer La Trobe University Victoria 3083 T 03 94792566 F 03 9479 3669 E a.tanvir@latrobe.edu.au www.latrobe.edu.au Table of Contents SUBJECT DETAILS GENERAL DETAILS ENROLMENT REQUIREMENTS STAFF CONTACTS SUBJECT DESCRIPTION SUBJECT INTENDED LEARNING
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7205MKT BRANDING Dr Dale Miller Course Convenor Seminar 3 Customer based brand equity ‘Brand news’ Customer based brand equity/ FBBE Uncles ed (2010) Noor‚ Styles & Cowley Ch.2 Read Ch 14 Fournier Be prepared to discuss Fournier’s work; Advanced students will also discuss subsequent authors who cite Fournier’s seminal 1998 work Consumer relationships with brands Brand positioning Introduction to the Brand Audit Building new brands Individual project: literature
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to cater to the 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
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Strategic Brand Management - Kevin Lane Keller. Other books recommended: 1) Managing Brand equity – David A. Aaker 2) Strategic Brand Management – Jean Noel Kapferer. SESSION DETAILS SESSION TOPIC 1 & 2 STRATEGIC BRAND MANAGEMENT AND MARKETING PLAN Essential Reading Chapter 1 of Building Strong Brands by David Aaker. Chapter 1 of Strategic Brand Management by Kevin Lane Keller Chapter 2 of Strategic Brand Management by Kevin Lane Keller Recommended Articles: 1. What
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Keller- Best practice cases in branding Kevin Lane Keller (born 23 June 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall‚ 1998‚ 2002 & 2008)‚ a widely-used text on brand management. The book is focused on the "how to" and "why" of brand management‚ this strategy guide provides specific tactical guidelines for planning‚ building‚ measuring‚ and managing brand equity
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Branding Focus: Relative Merits of Product or Brand? * Kindle Fire vs. iPad * iPad has a seamless integration of all of their products (brand) * Kindle users have a more utilitarian focus (product) * Ask “where is the power?” – it always depends Brand or Product? * Branding challenges * Savvy customers – we can get information in an instant * Brand proliferation: more brands‚ and brands carry more product * Media fragmentation * Increasing
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References: AAKER‚ D.‚ 1991. Managing Brand Equity. New York: Free Press. AAKER‚ D.‚ 1996. Building strong brands. New York: Free Press. AAKER‚ D. A. and KELLER‚ K. L.‚ 1990. Consumer Evaluations of Brand Extensions. Journal of Marketing‚ 54(January)‚ pp. 27-41. ADLER‚ C.‚ 2011. The man who makes Patek Philippe tick. Raconteur‚ 09 July‚ pp. 4-5. BATRA‚ R.‚ RAMASWAMY‚ V.‚ ALDEN‚ D.L.‚ STEENKAMP‚ J.E.M. and
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1. Company Background Cathy Pacific Airways was founded in 1946‚ it is an international airline based in Hong Kong‚ offering scheduled cargo and passenger services to over 170 destinations around the world. The company is the industry ’s one of the few 5-Star Airline and be awarded the World’s Best Airline over years. It vision is to make the airline the most admired in the world‚ ensuring safety comes first; deliver service straight from the heart; provide outstanding product and service; produce
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