1. After having read the formal definition of customer-based-brand-equity (p. 41) and the ensuing chapter discussion, think of a product category offering that you are familiar with. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? Do you agree with the three “ingredients” that are the basis for the definition of C.B.B.E? What are the implications for brand equity management for the brands in the category?
For me, the most familiar brand is Nike. I think the consumers will consider the price of the products and they will consider the product is fit for them or not when they buy the products. Mostly, the consumers will choose the brand which they used before because they used this brand before, they know this brand and they will have more trust for this brand. Sometime, the consumers could choose the brand which they knew or heard before when they buy some new products because the famous brand product can bring more trust for the consumers. I agree with these three ingredients. In fact, I believe most customers, include me, follow these three key ingredients when we choose the brand. I think better brand equity management can improve the brand value and image. It can also better promote the brand and let more customers know your brand. This can help your brand stay in the top area of the congeneric products.
2.Take the coffee product category basically dominated by the two main brands Starbucks and Dunkin’ Donuts. Evaluate the positioning of each brand in terms of the four components of brand positioning. Who are their target markets? What are their main points-of-parity and points-of-difference? Have they defined their positioning correctly and effectively? How might their positioning be improved?
I think the major target markets of Starbucks are the collage students, the white collar employees. For Dunkin’ Donuts, the target markets consumers are the customers who just want to drink coffee and these customers want to take away their coffee immediately and do not want to cost much money on coffee.
The main points of parity for Starbucks and Dunkin’ Donuts are that the product of them is coffee and both of them also sell some fast food. The main points of difference for them are the price and store layout.
I think they define their positioning correctly and effectively. For Starbucks, they define their brand as a high-end coffee brand. Now, this brand is famous around the world. For Dunkin’ Donuts, they define thier brand as a quickly service coffee. Now, they are also success. I think the positioning of Starbucks and Dunkin’ Donuts are correctly. Both of them choose to focus and develop on one area. This can help they have enough competitiveness and help them improve their brand value.
3. Upon reading the chapter discussion of points-of-parity vs. and points-of-difference an you think of any negatively correlated attributes and benefits other than those listed in Figure 2-6 at the bottom of p. 56.? Can you think of any other strategies to deal with negatively correlated attributes and benefits?
For example, in the product of shampoo field, anti-dandruff shampoo vs. Hair care shampoo.
I think we can create some sub-brand to avoid these negatively. For example, the shampoo product, we can produce two kinds of shampoo, anti-dandruff shampoo and hair care shampoo to reduce the negatively correlated attributes and benefits. This strategy will give the option to the customers. They will choose any product of our brand and we will avoid the negatively correlated attributes and benefits.
4.After finishing the chapter take a few minutes and review the following youtube.com video titled “No Logo: Brands, Globalization & Resistance.” http://www.youtube.com/watch?v=uI0itS3gQFU
What do you think of Naomi Klein’s positions as espoused in (her book) No Logos? How would you respond to her propositions? Do you agree or disagree about her beliefs on the growth of corporate power and why?
I think no logo is amazing. Brand help the customer choose the products quickly. Especially now, most people do not too much time to choose the products one by one. They like choose products from the brand which they know. If no logo and no brand, I think most customer will be in confusion when they buy somethings. In addition, I think globalization is the trend. I don’t think no logo can prevent the existence of the exploitation. However, I agree with her beliefs on the growth of corporate power. Because most global corporate are worthy. Sometime they can impact the policies of the government, especially in those underdeveloped nations.
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