실체로서의 브랜드를 사는 것이다. 소비자는 이러한 지각적 실체에 의해 제품을 평가하고 구매 결정을 하며 만족감을 가지게 된다. 그러므로 당연히 브랜드 자산의 정의에는 소비자나 고객의 지각 측면에서 고려되어야 하며 이러한 입장을 고객기반브랜드자산(Customer-Based Brand Equity)이라고 한다.
▶ Experiential Marketing
- 체험 마케팅은 제품의 특성이나 이점을 전달할 뿐만 아니라 제품을 독특하고 흥미로운
체험과 연결함으로써 제품 판매를 촉진 함.
- 5가지 체험 유형 : 감각, 감성, 인지, 행동, 관계
- 기업의 바람직한 고객체험을 전달하고 정보기술, 브랜드, 이를 위한 통합 마케팅 커뮤니
Imsil Cheese Pizza is the original because of some
pizza stores have similar name for example Ji Jung Hwan Imsil Cheese Pizza or Misarang Imsil
Cheese Pizza. Market survey shows that name recognition of Imsil Cheese Pizza is low and they
are not attracting new customers comparing their product’s quality. That’s why an advertisement
and to get consumer awareness is important.
D. Promotion
The company uses the pull marketing to attract the consumers. For example, the company gives the customers gifts such as transportation cards or movie tickets if they buy the product. Also, if a consumer buys one box, you would get one box more during promos. Even though some consumers do not intend to buy the drinks made by Coca-Cola, these customers would be more likely to make a
customer response to the
product or service.
Brand Equity
- 중국 전통 치파오의 기본 디자인과 특징(문양, 화려한 색상, 라인)을 차용하여 타 럭셔리 브랜드와는 확연하게 구분되는 상품 제공
- 포화상태인 명품 시장 속에서 차별화된 고급화를 꿈꾸는 소비자들을 만족
- 중국 문화에 대한 깊은 이해와 관심을
customer satisfaction in Europe, including the UK, Spain, and Denmark
-#1 manufacturer of track & field related products
Statement Reformulation
Beginning book value of common equity
+ Net effect of transactions with common shareholders
+ Capital contributions (share issues)
- Share repurchases
- Dividends
= Net cash contribution (negative net dividends)
+ Effect of operatio
What is product?
Bundle of physical, service, and symbolic attributes designed to enhance buyer's want satisfaction.
What is product strategy?
Producing goods and service.
focuses on benefits.
Decisions about package design, brand name, trademarks, warranties, product image, new product development and customer service.
Classifying Consumer Goods
Classifying Business goods
3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfort
customer satisfaction. Finally, Starbucks has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'
Starbucks SWOT Analysis
The SWOT analysis will help emphasize exactly what Starbucks is doing right or wrong. It will provide us an insight on what the company is good at, and in what area
customers to read them while waiting for their menu.
Relevance: Consumers must feel that the choice they make at The Coffee Bean & Tea Leaf is relevant to making good and beneficial decisions in their lives.
• Many choose to drink coffee and related products because the coffee culture today, especially in Korea, is now highly developed with many demanding convenience.
• Can prom