MKT 510 Chapter Notes - Chapter 8: Organizational Structure, Brand Equity, Brand Awareness
Document Summary
6 chapter 8: developing a brand equity measurement and management system. Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable information on brands to make short and long term decisions. The goal is to understand the sources and outcomes of brand equity and to relate the two as much as possible. Brand value chain: means by which marketers can trace the value creation process for their brands to better understand the financial impact of their marketing expenditures and impacts. To complicate matters, observers believe that up to 70% of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity. Assumes that the value of a brand ultimately lies with a customer. Stage 1: firm invests in a marketing program targeting actual or potential customers.
