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 . | 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 perceived quality Other Proprietary Brand Assets: patents, trademarks, channel relationships, etc. 6 Marketing Research 12th Edition Brand Equity (Contd.) 7 Marketing Research 12th Edition Brand equity. SOURCE: David A. Aaker, Managing Brand Equity. New York: The Free Press, 1994. Measuring Brand Equity Excess-Price Approach Observation Customer Research Trade-off Analysis Impact on Customer Evaluation 8 Marketing Research 12th Edition Measuring Brand Equity (Contd.) Replacement Cost Approach Stock Price Approach Future Earnings Approach Discounting the future profit stream Applying an earnings multiplier 9 Marketing Research 12th Edition Customer Satisfaction Research Customer satisfaction research should be done at planned intervals so as to track satisfaction over time Measurement Process Define goals and specify how information will be used Discover what is important to customers and employees Measure critical needs Act on the information Measure performance over time 10 Marketing .
