MGMC11H3 Lecture Notes - Lecture 3: Normative Social Influence, Brand Equity
Document Summary
Brand resonance model: describes how to create intense, active loyalty relationships with customers. Brand value chain model: a means by which marketers can trace the value creation process for their brands to better understand the financial impact of their marketing expenditures and investments. Fundamental questions that customers invariably ask about brands. What do i think or feel about you? (brand responses) What kind of association and how much of a connection would i like to have with you? (brand relationships) Brand salience: measures various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations or circumstances. Product category structure: how product categories are organized in memory. Brand performance: describes how well the product or service meets customers" more functional needs. Reliability: measures the consistency of performance over time and from purchase to purchase. Durability: is the expected economic life of the product. Serviceability: the ease of repairing the product if needed.
