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Provided by: Serebra Learning Corporation Evaluating Brand Effectiveness |
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Training
Provided by Serebra Learning Corporation
Your company spends a lot of time and energy creating and building brand name products. From the most memorable name, to the most enticing packaging, to the perfect combination of media, you want everything to be right. Now the question is: Is it working? This course explores why you need measurement systems to examine your brand's effectiveness with consumers and to evaluate your brand equity. Where can you start? By learning everything you can about your target market's knowledge structures. Measuring knowledge structures leads to the unveiling of where your brand ranks in the consumer's mind. You will apply qualitative research methods and evaluate quantitative research methods that will test brand awareness, brand image, low and high level brand associations, brand recall, and brand recognition. All of these tests reveal motivation as to why consumers purchase and remain loyal to your brand. This course concludes by explaining the importance of a brand equity measurement system and all of its pertinent This course is for brand managers and marketing personnel who wish to implement strategies to monitor, evaluate and organize consumer and brand research.
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Evaluating Brand Effectiveness
Audience
This course is for brand managers and marketing personnel who wish to implement strategies to monitor, evaluate and organize consumer and brand research.
Topics
Objectives
- Consumer Knowledge Structures and Your Brand
- recognize the benefits of measuring brand equity using consumer knowledge structures.
- match comparative consumer research methods to the research goals each accomplishes.
- identify the marketing approaches associated with each of the holistic methods for measuring brand value.
- match qualitative research methods to the marketing activities they best represent in a focus group scenario.
- use marketing activities to effectively apply the guidelines for qualitative research in a given scenario.
- identify definitions of the research methods for effectively measuring brand awareness and brand image.
- evaluate a focus group and recommend marketing activities for improving the effectiveness of quantitative research methods in a given scenario. Implementing a Brand Equity Measurement System
- recognize the benefits of implementing a measurement system for your brand.
- identify the components that comprise a brand equity
About The Training Provider: Serebra Learning Corporation
Serebra Learning Corporation - Serebra Learning Corporation provides technology-based training solutions through a combination of Cortex, its proprietary learning management system (LMS), and a curriculum catalog with over 1, 825 current courseware titles. Founded in 1987 (as FirstClass Systems, with a name change to Serebra in 2001), Serebra has over sixteen years" experience delivering e-learning solutions to both...
