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BM, 5th, 4-8-04

BM, 5th, 4-8-04

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Published by ALI

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Categories:Types, Business/Law
Published by: ALI on Mar 12, 2011
Copyright:Attribution Non-commercial

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03/12/2011

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QUIZZ
-
4
th
August 2004
True or False 
1: ³Brand imagery´ is influenced by users profiles.2: To achieve right brand identity marketer has tocreate brand salience with the customer.3: The product is the heart of brand equity.4: After developing certain brand image the customer studies brand performance.5: Depth of brand awareness concerns the range of purchase and usage situations in which brandelements come to mind.
 
O
n 28
th
July we coveredStrong brand is built with four steps (a) brand identification(b) Establishing brand meaning in the mind of customer © Bring forth positive brand responses and (d) convert responsesto loyalty and relationship with customer.Then these four steps were converted to six building blocks(salience, performance, imagery, judgment, feelings andresonance) which provide foundation for developing successfulbrand.We agreed that success of each step or building blockdepends upon success of preceding step or block.Brand salience, brand performance and brand imagery werediscussed in some detail.Today we will discuss the next block i.e. BRAND J
U
DGEMENT
 
BRAND J
U
DGMENTS
BRAND J
U
DGEMENTS C
OV
ER C
U
ST
O
MERS¶ PERS
O
NAL
O
P
I
N
I
O
NS AND E
V
AL
U
AT
I
O
NS W
I
TH REGARD T
O
THE BRAND.
1: Brand
Q
uality2: Brand Credibility
Brand/Company
is ju
d
ge
d
 
a
s c
omp
ete
n
t, i
nnova
ti
v
e,
mark
et le
ad
e
,
d
e
p
e
ndab
le
or 
 
k
ee
p
i
n
g cust
om
e
i
n
te
est i
n
 
m
i
nd.
3: Brand Consideration4: Brand Superiority

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