Professional Documents
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Đề thi tự luận
Đề thi tự luận
Dove
Apple trong sách
Head and shoulder
Chiến lược mở rộng ra thị trường quốc tế của Dove
Những thách thức của Apple gặp phải khi triển khai tại thị trường Việt Nam
List out brand equity elements, and explain them
Explain 6 steps of CBBE model
The brand resonance pyramid is a model that represents the steps involved in building a
strong brand. It consists of six components:
Brand Salience: This refers to the depth and breadth of brand awareness, or how easily
and often the brand is evoked under various situations or circumstances.
Brand Performance: This describes how well the product or service meets customers'
functional needs. It includes factors such as primary ingredients, supplementary features, product
reliability, durability, serviceability, service effectiveness, efficiency, empathy, style, design, and
price.
Brand Imagery: This refers to the intangible aspects of the brand, how people think
about a brand abstractly, rather than what they think the brand actually does. It includes user
profiles, purchase and usage situations, personality and values, history, heritage, and
experiences.
Brand Judgments: These are customers' personal opinions and evaluations of the
brand, which they form by putting together all the different performance and imagery
associations. Key types of brand judgments include quality, credibility, consideration, and
superiority.
Brand Feelings: These are customers' emotional responses and reactions to the brand.
Examples include warmth, fun, excitement, security, social approval, and self-respect.
Brand Resonance: This describes the nature of the relationship and the extent to which
customers feel they are "in sync" with the brand. It is characterized by intensity (the depth of the
psychological bond customers have with the brand) and activity (repeat purchase rates and the
extent to which customers seek out brand information, events, and other loyal customers).
Brand element
The key to creating a brand, according to the AMA definition, is to be able to choose a
name, logo, symbol, package design, or other characteristic that identifies a product and
distinguishes it from others. These different components of a brand that identify and differentiate
it are brand elements.
Brand versus product
Product Brand
A product is a tangible item or service However, a brand goes beyond the physical
that is produced to meet a specific properties of a product. It includes intangible
customer need or demand. It is mainly aspects such as customer perceptions, feelings
defined by its features, benefits and and experiences associated with the product. The
physical attributes. For example, Coca- Coca-Cola brand stands for joy, togetherness and
Cola is a sweet, carbonated drink. refreshment, much more than just a drink.
Brand equity
Brand equity is a marketing term that describes the value and strength of a brand in the
marketplace. It is built over time through various marketing efforts and is reflected in the way
consumers think, feel, and act toward the brand. Brand equity is a multi-dimensional concept,
encompassing brand awareness, brand loyalty, perceived quality, brand associations, and other
proprietary brand assets. It is the added value a product accrues as a result of past investments in
the marketing of the brand.
CBBE
Customer-based brand equity (CBBE) is a concept that emphasizes the significance of the
customer's perception in building brand equity. It is defined as the differential effect that brand
knowledge has on consumer response to the marketing of that brand. In simpler terms, it means
that consumers react more favorably to a product and its marketing when the brand is recognized
than when it is not.
There are three key elements in this definition:
Differential effect: This means that brand equity arises from differences in consumer
response. If there are no differences, the product is essentially a commodity, and competition
would likely be based solely on price.
Brand knowledge: These differences in response are a result of what consumers have
learned, felt, seen, and heard about the brand over time. This knowledge is influenced by
marketing activities but ultimately resides in the minds and hearts of consumers.
Consumer response to marketing: This refers to how consumers' perceptions,
preferences, and behaviors related to all aspects of the brand's marketing are affected. This could
include their choice of the brand, their recall of advertising messages, their response to sales
promotions, and their evaluation of brand extensions.
The concept of CBBE is a strategic bridge for marketers, connecting past marketing
investments to future brand performance. It emphasizes that the power of a brand lies in what
customers have learned, felt, seen, and heard about the brand over time.
Identifying brand
According to the American Marketing Association (AMA), a brand is a “name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of competition.”
POP & POD
Points-of-difference (PODs) are attributes or benefits that consumers strongly associate
with a brand, positively evaluate, and believe that they could not find to the same extent with a
competitive brand.
Points-of-parity (POPs) are associations that are not necessarily unique to the brand but
may in fact be shared with other brands.
Category POPs are associations consumers view as essential to a legitimate and
credible offering within a certain product or service category.
Competitive POPs are associations designed to negate competitors' points-of-
difference.
Correlational POPs are potentially negative associations that arise from the existence
of other, more positive associations for the brand.
A good brand positioning requires a balance of PODs and POPs. PODs give consumers a
reason to choose the brand, while POPs make the brand a viable competitor in the category.