BRAND EQUITY FROM VIEW OF NÖROMARKETING
Marketing 4.0 Marketing of the concept of conversion to the brand and the brand today has emerged new ideas about the value of brand. Brand value, brand name, or symbol that is associated with the product or service by customers of other firms or created for the value, and the debt is defined as all...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/4730698aadd542a0b59e309c562b03a2 |
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| Sumario: | Marketing 4.0 Marketing of the concept of conversion to the brand and the brand today has emerged new ideas about the value of brand. Brand value, brand name, or symbol that is associated with the product or service by customers of other firms or created for the value, and the debt is defined as all. Brand value is applied to the elements that make up the better understood and the brand is a very powerful brand out. In order to determine the value of the brand in the 2000s by Keller consumer based brand equity in other words, the model has been developed Marking Pyramid. Keller (2003) in the Consumer-Focused Branding Pyramid; told in the form of a hierarchical structure to the value of the brand. In study of this model developed from a consumer viewpoint as well as the brand value, in terms of the manufacturer brand equity and model elements added to duplex developed a new model . This new model is expressed as a range of brands and in this study were explained . Brand Range model , the left side of the spectrum in terms of brand value creation stages of the consumer and the manufacturer to the right side of the spectrum in terms of brand value was expressed as forming step . The left side of the model; the data collection, the brand experience, the feeling of the brand evaluation and brand trademark signification, elements. On the right side; brand introduction, brand service, brand-image perception, brand sense of status and brand concepts. When combined right and left side of the spectrum slice slice , becoming one of the emotional bond ( brand loyalty ) has created . Based on this information, the brand value creation stages are evaluated by considering consumer demand . In accordance with the request of the manufacturers that build strategies and planning in the context of the formation of brand value in the eyes of consumers has been demonstrated in a detailed manner. |
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