Lecture Marketing research (12th edition) - Chapter 24: Brand and customer metrics

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,...

Aaker, Kumar, 

Leone and Day 

Twelfth Edition

Instructor’s 

Presentation Slides

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Brand And Customer Metrics

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Source: http://www.brs-inc.com/porter.asp

Michael Porter’s Five Forces Model

Marketing Research 12th Edition

Market­based Process­based

Market share Marketing skills audit

Recall share Comparison of relative costs

Advertising share Comparison of winning versus losing competitors

R&D share Identifying high­leverage phenomena

Market­Based Assessment

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Process­Based Assessment

brand, that add to or subtract from the value of a product 

or service to a company and/or its customers

1 Brand Loyalty

2 Name Awareness

3 Perceived Quality

4 Brand Associations in addition to perceived quality

5 Other Proprietary Brand Assets: patents, trademarks, channel 

relationships, etc.

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Brand equity.

SOURCE: David A. Aaker, Managing Brand Equity. New York: The Free Press, 1994.

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intervals so as to track satisfaction over time

▫ 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

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Intelligence

What Is Buyer­Centricity?

on buying better and cheaper products more easily

marketable value of personal assets as money, time, 

information, attention and emotional commitment

characteristics and that recognize what customers currently 

seek to achieve

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In contrast to popular perceptions, buyer­centricity aids not only 

consumers but also sellers.

The advantages stem from a range of sources mentioned 

below:

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CLV maximization cycle is comprised of the following 

steps:

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1 Customer Selection

Profitability Simultaneously

3 Optimal Allocation of 

Resources

4 Pitching the Right Product to 

the Right Customer at the 

Right Time

5 Preventing Customer Attrition

Shoppers

7 Linking Investment in Branding 

to Customer Profitability.

8 Acquiring Profitable Customers

9 Referral Marketing Strategy.

10 The Future of Customer  Management

End of Chapter Twenty­four

Marketing Research 12th Edition