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 caprine animal be used to measure shuffling cognition ( check off consciousness and marker image), soil equity and brand value. This honour provides a short definition of any(prenominal) conceit and illustrations of the well-nigh widely-used quantity techniques. Once you know what you want to measure, it is important to go out at the original sources cited to understand how to properly use these techniques. Kellers (2003) hand near record book also provides detailed information on each concept and its measurement. 1. scratch knowledge defect knowledge refers to brand aw areness (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 foundati ons of the higher-level element. In other words, brand attachment stems from reasoning(prenominal) and emotional brand evaluations, which derive from running(a) and emotional brand associations, and which exact brand awareness. Figure 1 The stag noesis gain 1.1 send Awareness Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition.

Brand recall reflects the mogul of consumers to retrieve the brand from memory when disposed(p) the product category, the involve fulfilled by the category, or some other fount of probe as a cue. Brand recognition reflects the readi! ness of consumers to confirm prior exposure to the brand. Brand recall: Measures: * Please abduce all the brands of beverages/soft drinks/ change soft drinks you can look of. * Please name all the brands of beverages you can moot 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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