MGMC11H3 Lecture Notes - Lecture 3: Normative Social Influence, Brand Equity

59 views5 pages
School
Department
Course

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.

Get access

Grade+
$40 USD/m
Billed monthly
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
10 Verified Answers
Class+
$30 USD/m
Billed monthly
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
7 Verified Answers

Related Documents