Everyone is welcome to attend. There is no fee for these seminars, but space is limited so pre-registration is essential. Modeling Modeling brand loyalty as a means of strategically building brand equity One of the greatest imperatives of companies today is developing and growing strong brands - this activity is often referred to as strategic brand management. Some would argue that brand equity is embodied in the consumer awareness and attitudes towards the brand - the esteem of the brand, if you will. Others point to the purchase behavior of consumers as the ultimate measure of the brand's equity.
Brand loyalty is the intersection of the two.
A consumer who is loyal to a brand is one who holds the brand in high esteem, and who consistently buys the products or services represented by that brand. There are other important aspects of brand equity which will not be covered in this presentation, such as the valuation of the brand, how to determine its economic worth to the company, and how much it money it would return if sold to another company. These aspects are of less strategic importance to the brand manager, but are the successful outcomes of strategic brand management. I A look at NPD's BrandBuilder model, one way of modeling brand loyalty as a means of strategically building brand equity. Break Part II A look at the underlying theory of measuring and modeling brand loyalty.