27484664
Descripción
Mapa Mental por Pablo Camacho, actualizado hace más de 1 año
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Creado por Pablo Camacho
hace alrededor de 4 años
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Measuring Outcomes of
Brand Equity: Capturing
Market Performance
- COMPARATIVE METHODS
- Studies or experiments that examine consumer
attitudes and behavior toward a brand to
directly estimate specific benefits arising from
having a high level of awareness and strong,
favorable, and unique brand associations.
- Brand-based comparative approaches
- The classic example of the brand-based
comparative approach is “blind test- ing”
research studies in which different
consumers examine or use a product
with or without brand identification.
- The classic example of the brand-based
comparative approach is “blind test- ing”
research studies in which different
consumers examine or use a product
with or without brand identification.
- Marketing-based comparative approaches
- Marketing-based comparative
approaches hold the brand fixed and
examine consumer response based on
changes in the marketing program.
- Marketing-based comparative
approaches hold the brand fixed and
examine consumer response based on
changes in the marketing program.
- Conjoint Analysis
- Survey-based multivariate technique that
enables marketers to profile the
consumer decision process with respect to
products and brands.9 Specifically, by
asking consumers to express preferences
or choose among a number of carefully
designed product profiles
- Survey-based multivariate technique that
enables marketers to profile the
consumer decision process with respect to
products and brands.9 Specifically, by
asking consumers to express preferences
or choose among a number of carefully
designed product profiles
- Brand-based comparative approaches
- Studies or experiments that examine consumer
attitudes and behavior toward a brand to
directly estimate specific benefits arising from
having a high level of awareness and strong,
favorable, and unique brand associations.
- HOLISTIC METHODS
- Holistic methods place an
overall value on the brand in
either abstract utility terms or
concrete financial terms.
- Residual Approaches
- Is what remains of con-
sumer preferences and
choices after we subtract
physical product effects.
- Scanner Panel
- Analysis of brand value based on
data sets from supermarket
scanners of consumer purchases.
- Analysis of brand value based on
data sets from supermarket
scanners of consumer purchases.
- Choice Experiments
- Measuring brand equity with choice experiments that account for
brand names, product attributes, brand image, and differences in
consumer sociodemographic characteristics and brand usage.
- Measuring brand equity with choice experiments that account for
brand names, product attributes, brand image, and differences in
consumer sociodemographic characteristics and brand usage.
- Multi-Attribute Attitude Models
- Their approach reveals the relative sizes of different
bases of brand equity by dividing brand equity into
three components: brand awareness, attribute
perception biases, and nonattribute preference.
- Their approach reveals the relative sizes of different
bases of brand equity by dividing brand equity into
three components: brand awareness, attribute
perception biases, and nonattribute preference.
- Critique
- Scanner Panel
- Is what remains of con-
sumer preferences and
choices after we subtract
physical product effects.
- Valuation Approaches
- It has been argued that adjusting the balance
sheet to reflect the true value of a company’s
brands permits us to take a more realistic view
- Accounting Background
- Tangible assets
- include property, plant, and
equipment; current assets
(inventories, marketable
securities, and cash); and
investments in stocks and bonds.
- include property, plant, and
equipment; current assets
(inventories, marketable
securities, and cash); and
investments in stocks and bonds.
- Intangible assets
- Are any factors of production or
specialized resources that permit the
company to earn cash flows in excess
of the return on tangible assets.
- Are any factors of production or
specialized resources that permit the
company to earn cash flows in excess
of the return on tangible assets.
- Tangible assets
- Historical Perspectives
- General Approaches
- The cost, market, and
income approaches.
- The cost, market, and
income approaches.
- Simon and Sullivan’s
Brand Equity Value
- Technique for estimating a firm’s
brand equity derived from
financial market estimates of
brand-related profits.
- Technique for estimating a firm’s
brand equity derived from
financial market estimates of
brand-related profits.
- Interbrand’s Brand Valuation
Methodology
- In developing its brand valuation methodology, Interbrand
approached the problem by assuming that the value of a
brand, like the value of any other economic asset, was the
pres- ent worth of the benefits of future ownership.
- In developing its brand valuation methodology, Interbrand
approached the problem by assuming that the value of a
brand, like the value of any other economic asset, was the
pres- ent worth of the benefits of future ownership.
- Accounting Background
- It has been argued that adjusting the balance
sheet to reflect the true value of a company’s
brands permits us to take a more realistic view
- Residual Approaches
- Holistic methods place an
overall value on the brand in
either abstract utility terms or
concrete financial terms.
Recursos multimedia adjuntos
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