TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 24: Brand and customer metrics

Chapter 24 - Brand and customer metrics. In this chapter, the following content will be discussed: Competitive advantage, assessing competitive advantage, brand equity, measuring brand equity, customer satisfaction research,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-four 2 Brand And Customer Metrics Marketing Research 12th Edition Competitive Advantage 3 Source: Michael Porter’s Five Forces Model Marketing Research 12th Edition Assessing Competitive Advantage Market-based Process-based Market share Marketing skills audit Recall share Comparison of relative costs Advertising share Comparison of winning versus losing competitors R&D share Identifying high-leverage phenomena 4 Marketing Research 12th Edition Market-Based Assessment Assessing Competitive Advantage 5 Marketing Research 12th Edition Process-Based Assessment Brand Equity Defined as a set of brand assets and liabilities linked to a brand, that add to or subtract from the value of a product or service to a company and/or its customers The Assets can be grouped as Brand Loyalty Name Awareness Perceived Quality Brand Associations in addition to .

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