Pick a brand. Employ projective techniques to attempt to identify sources of its equity. Which measures work best? Why? Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker's brand personality inventory? Pick a brand. How would you best profile consumers' brand knowledge structures? How would you use quantitative measures? Think of your brand relationships. Can you find examples of brands that fit into Fournier's different categories?
Personal Brand and Simplicity
What would say your own ideal personal brand should be? Can you deliver on that promise? Why or why not? Try to identify a brand with an identity (or image or personality) that is primarily experiential. Then identify another brand with an identity that is not experiential but basically functional and rational. What are the differences? Brand simplicity goes well with what is called "minimalist" product design. Try to find brand examples where the simplicity and minimalist principle does not seem appropriate. What kind of product categories are those--cosmetics, automobiles, leisure wear, and so on? (Remember hedonic vs. utilitarian categories, high vs. low involvement, emotional vs. rational equity drivers, and so on).
Customer based brand equity occurs when the consumer has high level of awareness and familiarity with the brand and holds some strong, favorable and unique brand associations in memory.
Brand awareness: Brand awareness consists of brand recognition which relates to consumers ability to confirm prior exposure to the brand when given the brand as a cue and brand recall relates to consumers ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.
Strength of brand association: Two factors facilitating the strengt...