MKT 300 Lecture 4: MKT 300 - Lecture 4
6 Feb 2017
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Lower advertising costs - viral marketing apple. Starbucks, walmart, viagra and red bull were built with virtually no advertising. According to ai and laura ries the origin of brands . Create and be rst in a new category. Amazon, cnn, dell, domino"s, nike, swatch, tide. Brand z value = branded earnings * brand multiple * brand contribution: branded earnings = corporate earnings * attribution rate. Attribution rate is the corporate earnings attributable to the speci c brand in question: financial value = branded earnings * brand multiple. Brand multiple is the future earnings prospects for the brand: brand value = financial value * brand contribution. Brand contribution: isolates brand value by removing rational factors like price, convenience, availability and distribution. Develop positive brand awareness and associations - gatorade. Establish brand"s meaning in the minds of consumers - functional and imagery-related. Elicit proper consumer responses to brand"s identity - michelin.
