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.
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.
