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    Vu Nguyen Thao Linh
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    This document reviews Chapter 2 which discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on customer response to marketing activities for a brand. It discusses how brand awareness and brand image can be measured to determine customer-based brand equity. Finally, it covers brand positioning and how a brand mantra captures the essence of a brand positioning in a short phrase to guide marketing strategy.

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    SMM ISB

    Original Title

    REVIEW OVERALL SMM

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    This document reviews Chapter 2 which discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on customer response to marketing activities for a brand. It discusses how brand awareness and brand image can be measured to determine customer-based brand equity. Finally, it covers brand positioning and how a brand mantra captures the essence of a brand positioning in a short phrase to guide marketing strategy.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    3 views2 pages

    Review Overall SMM

    Uploaded by

    Vu Nguyen Thao Linh
    This document reviews Chapter 2 which discusses customer-based brand equity. It defines customer-based brand equity as the differential effect that brand knowledge has on customer response to marketing activities for a brand. It discusses how brand awareness and brand image can be measured to determine customer-based brand equity. Finally, it covers brand positioning and how a brand mantra captures the essence of a brand positioning in a short phrase to guide marketing strategy.

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    © All Rights Reserved
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    of 2

    REVIEW CHAPTER 2

    I. Customer-Based Brand Equity


    1. Definition:
    - Differentiate effect
    - Brand knowledge
    - Customer response to the marketing activities
    Mention trong final: Human traits, personality; brand image, 5 five,

    2. How can we measure CBBE


    - Brand awareness: recognition (marketing exposes), recall => long term
    memories
    - Brand image:
    3. Brand Positioning:
    -

    - How:
    + POP
    + POD: stand out among others, nó là brand association
    + Brand Mantra: A brand mantra is a short, three- to five-word phrase
    that captures the irrefutable essence or spirit of the brand positioning
    + Slogan: Can change over time but brand mantra đi mãi với thương
    hiệu. Brand mantra bao gồm cả slogan. Slogan for short- term
    - Cách determines brand mantra: 3 cách

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