Building Brand Equity

Analysis and discovery Among his CBBE frameworks, Keller has six essential elements needed to build brand equity, brand recognition, brand image, brand performance, consumer perception and judgment, and brand identity I confirmed my empathy. Throughout the work done, this report will determine the extent to which HTC will meet various levels of Keller model. Brand awareness According to Keller, the first step to "build a strong brand" is to create a "brand image" (Keller, 2001). "To achieve the right brand image, you need to create brand highlights.

Kim, Sharma, and Setzekorn (2002) proposed a strategy to build brand equity online, using the Keller (1993) framework. The first step in building brand equity online is to increase brand awareness by considering the following combination strategies such as search engines, online advertisements, online reviews, cross promotions, etc. . Nonetheless, both studies are based on the literature and are not subject to the empirical testing of online brand equity. With similar efforts, Page and Lepkowska-White (2002) developed a framework called "network fairness" using the CBBE framework of Keller (1993). Network assets can be created in the same way as offline product brand assets. Four types of factors promote "fairness of network" through recognition and image. Communication between marketers and non-marketers, web site design, supplier characteristics, and identified product / service characteristics

Brand equity is consumer awareness and advertising is a powerful force to increase brand equity (Aaker & Biel, 1993). Brand awareness is created by a strategically designed market structure and an effective information dissemination strategy. The driving force of brand assets is customer's attitude toward brand expansion, brand partners, and product exhibits. The last factor that influences the fairness of the brand is the internal policies and procedures that determine the relevance of the brand to the business of the company. Brand equity measurement is generally divided into three categories based on consumer indicators, product market indicators, and financial market levels (Keller and Lehman 2005). Consumer-based metrics are derived from the market based on consumer perceptions, and measurements are based on brand knowledge. Common models for measuring brand equity are Brand Asset Valuator and Brand Z model.