BRAND EQUITYFirst Student-led Marketing Lecture

Brought to you by

Understanding !Brand Equity

Building Brand Equity

Keller's Brand Equity Model

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

SalienceIdentify: Who are You?

Awareness Perceptions

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

SalienceIdentify: Who are You?

Awareness Perceptions

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

SalienceIdentify: Who are You?

Awareness Perceptions

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

SalienceIdentify: Who are You?

Awareness Perceptions

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

Performance/ImaginaryMeaning: What are You?

Brand Image

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

Performance/ImaginaryMeaning: What are You?

Brand Image

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

Performance/ImaginaryMeaning: What are You?

Brand Image

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

Judgements/FeelingsResponse: What about You?

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

ResonanceRelationship: What about You and Me?

Resonance

Judgements Feelings

Performance Imagery

Salience

4. Relationships!What about You and Me?

3. Response!What about You?

2. Meaning!What are You?

1. Identity!Who are You?

ResonanceRelationship: What about You and Me?

TO BE CONTINUEDApplication

Calculation

Brought to you by

Brought to you by

CHASE CHINESE DREAM !as Insightful Marketers and Entrepreneurs

18.00-20.30 Tuesday, 25th March, G.09

Coming Up Next Week