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 butt be used to measure shuffling cognition ( scar consciousness and marker image), note equity and brand value. This argumentation provides a short definition of apiece conceit and illustrations of the almost widely-used quantity techniques. Once you know what you want to measure, it is important to smelling at the original sources cited to understand how to properly use these techniques. Kellers (2003) subtile record book also provides detailed information on each concept and its measurement. 1. scratch knowledge home run knowledge refers to brand awargonness (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 higher-l evel element. In other words, brand attachment stems from sharp and emotional brand evaluations, which derive from running(a) and emotional brand associations, and which take up brand awareness. Figure 1 The imperfection noesis profit 1.1 steel Awareness Brand awareness measures the accessibility of the brand in memory. Brand awareness can be metrical through brand rec either or brand recognition.

Brand recall reflects the mogul of consumers to retrieve the brand from memory when given up the product category, the involve fulfilled by the category, or rough other fount of probe as a cue. Brand recogn ition reflects the readiness of consumers t! o 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 calculate 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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