Customer_BasedBrandEquity(基于客户的品牌资产)凯

1234567891011RESONANCESALIENCEJUDGMENTSFEELINGSPERFORMANCEIMAGERY4.RELATIONSHIPS =What about you and me?3.RESPONSE =What about you?2.MEANING =What are you?1.IDENTITY =Who are you?12LOYALTYATTACHMENTCOMMUNITYENGAGEMENTQUALITY CREDIBILITYCONSIDERATIONSUPERIORITYWARMTHFUNEXCITEMENTSECURITYSOCIAL APPROVALSELF-RESPECTCATEGORY IDENTIFICATIONNEEDS SATISFIEDPRIMARY CHARACTERISTICS&SECONDARY FEATURESPRODUCT RELIABILITY,DURABILITY&SERVICEABILITYSERVICE EFFECTIVENESS,EFFICIENCY&EMPATHY STYLE AND DESIGN PRICEUSER PROFILESPURCHASE&USAGE SITUATIONSPERSONALITY&VALUESHISTORY,HERITAGE&EXPERIENCES131415161718192021Consumer-BrandResonanceBrand SalienceConsumer JudgmentsConsumer FeelingsBrandPerformanceBrandImageryINTENSE,ACTIVE LOYALTYRATIONAL&EMOTIONAL REACTIONSPOINTS-OF-PARITY&POINTS-OF-DIFFERENCEDEEP,BROAD BRAND AWARENESS220.170.660.240.65P-2PerformanceP-1P-10P-7P-8P-9P-3P-4P-6P-5P-11P-12I-2I-9ImageryI-1I-3I-6I-5I-10I-7I-8I-11I-12I-4F-2FeelingsF-1F-3F-4F-6F-5F-7F-8F-9F-11F-12F-10J-2JudgmentJ-1J-3J-4J-6J-5J-10J-7J-8J-9J-11J-12R-2ResonanceR-1R-3R-4R-6R-5R-10R-7R-8R-9R-11R-120.580.49232425Sources:Larry Selden and Geoffrey Colvin,2004.2627282930演讲完毕，谢谢观看！