Embed Size (px)
Citation preview
BRAND EQUITYFirst Student-led Marketing Lecture
Brought to you by
Understanding !Brand Equity
Building Brand Equity
Keller's Brand Equity Model
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
SalienceIdentify: Who are You?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
SalienceIdentify: Who are You?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
SalienceIdentify: Who are You?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
SalienceIdentify: Who are You?
Awareness Perceptions
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
Performance/ImaginaryMeaning: What are You?
Brand Image
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
Performance/ImaginaryMeaning: What are You?
Brand Image
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
Performance/ImaginaryMeaning: What are You?
Brand Image
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
Judgements/FeelingsResponse: What about You?
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
ResonanceRelationship: What about You and Me?
Resonance
Judgements Feelings
Performance Imagery
Salience
4. Relationships!What about You and Me?
3. Response!What about You?
2. Meaning!What are You?
1. Identity!Who are You?
ResonanceRelationship: What about You and Me?
TO BE CONTINUEDApplication
Calculation
Brought to you by
Brought to you by
CHASE CHINESE DREAM !as Insightful Marketers and Entrepreneurs
18.00-20.30 Tuesday, 25th March, G.09
Coming Up Next Week
