TAILIEUCHUNG - Lecture Marketing management: Chapter 9 - Phillip Kotler, Kevin Lane Keller

Chapter 9 - Creating brand equity. In this chapter, we will address the following questions: How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Creating Brand Equity Chapter 9 Discussion Questions How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process? Strategic Brand Management Identify Plan Measure/ Interpret Grow Successful marketers must excel in strategic brand management. The strategic brand management process has four steps: Identifying and establishing brand positioning Planning and implementing brand marketing Measuring and interpreting brand performance Growing and sustaining brand value deals with brand positioning. “A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” Brand The .

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