Rcsc 320 Exam 3

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Brand Audit

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is a comprehensive examination of a brand to discover it's sources of brand equity.

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Brand Tracking Studies

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collect info from consumers on a routine basis over time, usually through quantitative measures of brand performance on a number of key dimensions that marketers can identify in the brand audit or other means.

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Brand Equity Management System

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is a set of organizational processes designed to improve the understanding and use of the brand equity concept within firm.

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three major steps help to implement a brand equity mmgt system..

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1.reating brand charters

2.assebling brand equity reports

3.defining brand equity responsibilties

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Brand Charter

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or brand bible, provides relevant guidelines to marketing managers within the company as well as to key marketing partners outside the company such as marketing research suppliers or ad agency staff.

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Brand Equity Report

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Assemble the results of the tracking surgery and other relevant performance measure for the brand into a report. Report should describe what is happening with the brand as well as why it is happening.

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Brand Equity Responsibilities

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To develop a system what will maximize long-term brand equity, Mmgt. must be assigned to oversee how brand equity is treated within the organization. Responsibilities and processes must be clearly defined.

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Qualitative research techniques

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often identify possible brand associations and sources of brand equity. These r relatively unstructured measurement approaches that permit a rand of both Q's and answers and can be a useful first step in exploring consumer brand and product perceptions.

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Free Association

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the simplest and often the most powerful way to profile brand associations. In which subjects are asked hat comes to mind when they think of the brand, w/o any more specific probe or cute than perhaps the associated product category.

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Projective Techniques

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are diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters.

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Brand Personality and Values

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Five personality types for brands are:

Sincerity, Competence, Ruggedness, ExcitementSophistication.

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Ethnographic and Experiential Methods

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The goal of ethnographic research is to extract and interpret the deep cultural meaning of events and actives through various research techniques such as site visits, shop-alongs, embedded research and consumer immersion.

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Quantitive Research Techniques

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typically employs various types of scale questions from which researchers can draw numerical representations and summaries. Assesses BREADTH and DEPTH of brand awareness. The STRENGTH, FAVORABILITY, UNIQUENESS of BRAND ASSOCIATIONS, BRAND JUDGEMENTS, and FEELING

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Comparative Methods

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Are research studies or experiments that examine consumer attitudes and behavior toward a brand to directly estimate specific benefits arising form having a high level of awareness and strong, favorable, and unique brand associations.

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2 types of comparative methods

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Brand-Based & Marketing-Based

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Brand-Based Comparative Approaches

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uses experiments in which one group of consumers responds to an element of the marketing program or some marketing activity when it is attributed to the target brand, and another group responds to that same element or active when it is attributed to a competitive or fictiously named brand.

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Marketing-Based Comparative approaches

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uses experiments in which consumers reposing to changes in elements of the marketing program or marketing activity for the target brand or competitive brands.

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Conjoint analysis

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is a survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands.

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Holistic Methods

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place an overall value on the brand in either abstract utility term or concrete financial terms. This method attempt to "net out" various considerate to determine the unique contribution of the brand.

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Residual Approach

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examines the value of the brand by subtracting consumers preferences for the brand-based on physical product attributes alone-from their overall brand preferences.

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Valuation approach

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places a financial value on brand equity for accounting purposes, mergers, and acquisitions, or other such reasons.

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Who started Yahoo?

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David Filo and Jerry Wang (stand ford university)

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When did Yahoo Start?

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It was created in 1994

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What does Yahoo Stand for?

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"Yet Another Hierarchical Officious Oracle"

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Yahoo first moved to Europe in

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summer 1996, partnered with Ziff-Davis

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Who opened Starbucks?

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Jerry Baldwin, Gordon Bowker & Zev Siegl

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Where and When did Starbucks first open?

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In Seattle's Pike Place Market in 1971.

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Starbucks Reinvented..

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Howard Schultzs, came to co. in 1982, and wanted it expand the company.

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When did apple create the apple drink?

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1978

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Who started Snapple?

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Leondard Marsh, Hyman Golden &Arnold Greenberg.

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Snapple bought it's rights to it's name

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from a man in texas for $500.

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The roots of snapple corporation date back to..

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1972 in Brooklyn, New York.

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Snapples new products

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whippersnapple, sweet tea, snapple farms and snappy hydro

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Snapple lauched snapple.com in..

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May 1999

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Accenture company started in

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1913

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Who created Accenture?

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Arthur Anderson, founded the accounting firm Arthur anderson & Co.

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The New Accenture Launch

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on midnight, December 31, 2000

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Accenture awards

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Business Weeks "Best Global Brands".

Ranked 50th strongest worldwide brand in 2004. London times ranked it # 3 for "top 100 Grduate employers". Working mothers magazine named co. "100 best co. for working mothers". Black Collegian mag named it "top 50 diversity employers".