Brand-management--品牌战略的研究方法.ppt

BrandManagementWeek3MeasuringBrandEquitypart1Instructor:LiYanChen李雁晨24/6/9Agenda•Abriefreview•Measuringbrandequity–BrandValueChain–IndirectApproaches–DirectApproachesReview:BrandEquityandCBBE•Brandequity:Brandequityconsistsofthemarketingeffectuniquelyattributabletoabrand.Itexplainswhydifferentoutcomesresultfromthemarketingofabrandedproductorservicethanifitwerenotbranded.•CBBE:thediffe...