Professional Documents
Culture Documents
Evaluation and
Corrective Action
Marketing
Communicators
How to
How to affect How to justify
How to enhance demonstrate
customer marcom
brand equity financial
behavior investments
accountability
Effects of Brand
Equity Increases
Source: Adapted from Kevin Lane Keller, Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity, Journal of Marketing 57 (January 1993), 7.
2010 South-Western, a part of Cengage Learning. All rights reserved. 210
Forms of Brand Knowledge
Brand Awareness
Whether a brand name comes to mind when
consumers think about a particular product category
The ease with which the name is evoked
Brand Image
The types of associations that come to the
consumers mind when contemplating a particular
brand
Top-of-Mind Awareness (TOMA)
Occurs when a brand is the first brand that
consumers recall when thinking about brands in a
particular product category.
2010 South-Western, a part of Cengage Learning. All rights reserved. 211
Figure 2.2 The Brand Awareness Pyramid
Source: David A. Aaker, Managing Brand Equity (New York: Free Press, 1991), 62.
2010 South-Western, a part of Cengage Learning. All rights reserved. 212
Brand Associations
Brand image
associations that
build brand equity
Sincerity
Excitement Competence
Sophistication Ruggedness
Enhancing Brand
Equity
Source: Kevin Lane Keller, Brand Synthesis: The Multidimensionality of Brand Knowledge,
Journal of Consumer Research 29 (March 2003), 598. By permission of the University of Chicago Press.
2010 South-Western, a part of Cengage Learning. All rights reserved. 216
Types of Branding for Leveraging
Co-Branding
A partnership between two brands
Ingredient Branding
Inclusion of one brand within the other
Evaluating
World-Class Brands
What to Measure?
Improvement
Change in Increased
in attitudes Larger sales
brand purchase
toward volume
awareness intentions
the brand