MET 470 Lecture Notes - Lecture 1: Brand Equity, Paraty, Htc Sense
22 May 2018
School
Department
Course
Professor
Brand
A concept. A space in the market.
Equity
The differential effect. It can only be measured in customers brains.
Logo
Visual signs, easier to recognise than names, more transferible than words
Jingle
They have to be in sync with story of the brand
Characters
Relatable human elements and features, easily remembered, easily transferible
Packaging
Recognisable, reflect brands position, very important for brand awareness.
Slogan
Short phrases that communicate info about brand. (may be irrelevant or box brand in)
Associations
Words that pop up into customers mind when they think of a brand
Attitudes
General feeling a customer has towards a brand. Combination of Benefits and Attributes
Objective of a Brand
Building value around a product
find more resources at oneclass.com
find more resources at oneclass.com
Brand Awareness
Are customers aware that your brand exists? (deepness and broadness)
Brand Image
How customers view your brand
Characterisation of Brand Image
Strength, Favorability and Uniqueness
How is Equity Created?
By creating awareness in customers brains
Zaltman Metaphor Elicitation Technique
20 fotos, porque y ordenarlas y porque
Free association technique
What words do you associate with X brand?
Comparison test
Si esta brand fuera un Zoo animal, which one would it be? Why? Interpret
Completion test
Fill in the text for these drawings using our branded product (this gives you insight on what the
customer thinks of your brand) interpret.
Recognition vs. Recall
If you see the logo or the name or the prod you recognise the brand vs. you remember the brand with
little to no visual hints
Sustainability
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
It can only be measured in customers brains. Visual signs, easier to recognise than names, more transferible than words. They have to be in sync with story of the brand. Relatable human elements and features, easily remembered, easily transferible. Recognisable, reflect brands position, very important for brand awareness. Short phrases that communicate info about brand. (may be irrelevant or box brand in) Words that pop up into customers mind when they think of a brand. General feeling a customer has towards a brand. Are customers aware that your brand exists? (deepness and broadness) Fill in the text for these drawings using our branded product (this gives you insight on what the customer thinks of your brand) interpret. If you see the logo or the name or the prod you recognise the brand vs. you remember the brand with little to no visual hints. It is more likely that customers think of the brand.
