Summary | Articles Branding
WEEK 1
Article 1: Reflections on customer-based brand equity: perspectives, progress and priorities
(Keller, 2016)
à Abstract
CBBE = Customer-Based Brand Equity
Article is based on the earlier article: ‘Conceptualizing, measuring and managing customer-
based brand equity’.
This article:
- Looks back at the article
- Main contributions of the article
- Subsequent related branding research
- Future research priorities in branding
- Online and digital developments
à How it happened
There was much uncertainty and confusion about many branding concepts and guidelines, so
writing exactly what it means would become a good review paper
Contributions of the paper:
- Conceptual structure and clarity to branding
- Managerial guidelines
- Organize and interpret the body of research on branding
- Highlight areas of future research
à Most important contributions
Consumers and customers are at the heart of marketing.
Marketing = Satisfying consumer needs and wants better than competitors
The name customer-based brand equity (CBBE) because is distinguished the more micro,
consumer-focused view of brand equity, from a more macro, financial-oriented view of brand
equity.
Customer-based brand equity management provides strategic insight and guidelines,
centered in consumer behavior theory, which create the value which these financial models
eventually assess.
Customer-based brand equity = The differential effect that brand knowledge has on customer
response to brand marketing activity
3 dimensions critical in this definition:
- Differential effects created by a brand
- Brand knowledge – defined very broadly as any type of mental brand association – as
the source of the differential effects
- Response to a wide variety of different marketing and other variables for the brand as
the basis or outcomes of those differential effects.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller zzeevalk. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $15.53. You're not tied to anything after your purchase.