.......生命的時間價值: Introduction customer based brand equity

2010年3月14日星期日

Introduction customer based brand equity

Value=Benefit-Cost

Functional and Emotional

3F=FUN, FEELING,

華航...VIP的飛機...Vietnam, Idian, Philippine...

完全只重視績效的話~你創造的是遺產，如果你注重的是客戶服務的話~你創造的是資產。

聯想網絡記憶模型->Source of Brand Equity :
狹義:

A) Brand Awareness:品牌知名度(知曉)
Brand reconition
Brand recall 品牌迴響
B) Brand Image/Associations:品牌形象/聯想
Strong, Favorable, and unique brand associations

廣義:
C) Perceived Quality
Product Quality
Design/Style/Aesthetics
Service Quality

D) Customer Relationship Marketing
Service relationship marketing and retention
Database marketing/CRM

4 Questions customers ask of Brands
1. Who are you?
(Brand identity)
2. What are you?
(Brand meaning)
3. What about you?What do I think or feel about you?
(Brand responses)
4. What about you and me? What kind of association and how much of a connection would I like to have with you?
(Brand relationshios)

PA正向情緒: Warm, Fun, Safe, Social approval, Self respect
NA負向情緒:

滿意度= Consumer expectation – Management perception

行銷管理裡面說，消費者消費的決策行為....
a.
b. look for information
c. process information
d.
e. Purchase
d. After purchase

For C: information Process in Consumer Decision Making Process
a. Exposure
b. Attention: 代言人
c. Comprehension:
c-1. Stimulus Elaboration: 推敲(把新知訊與舊知訊做整合)。Degree of intergration。
c-2. Stimulus Organization: 組織起來-簡單化。圖形。音樂。好奇心。
c-3. Motivation:
激勵消費者，讓他們有這個需求。(請看後面)
c-4. Stimulus Determinants: 刺激的重要性: 語言學。少用負面的字眼。Order effect (重點該甚麼時候出現)
d. Acceptance
d-1. Cognitive Responses:
d-2. Affective Responses:情感性的反應。一般建議行銷者，不要使用負面情感的東西，會降低他的廣告。公益性的廣告，很多會用負向，來恐嚇。
e. Retention
e-1. Multiple-Store Theory of Memory: 表層記憶。自身連結。利用語音學(押韻)-slogan。內在演說(朗朗上口的廣告歌)。Say over and over again(但須注意消費者疲乏)。

e-2. Methods for Enhancing Retention:

Dynamics of the Motivation Process.
A.Felt Needs
a-1) Utilitarian needs
a-2) Hedonic needs
B. Influence of Affect
Positive Affect 可以產生正面聯想，傾向同意。a. 幽默; b. 溫馨或感動