Page 236 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 205

• Reduced marketing costs
• Trade leverage
• Attracting new customers
Brand
loyalty Create awareness
Reassurance
• Time to respond to
competitive threats
• Provides value to customer
by enhancing customer’s:
• Anchor to which other Interpretation/processing
associations can be of information
attached Confidence in the
Brand • Familarity-liking
awareness purchase decision
• Signal of Use satisfaction
substance/commitment
• Brand to be considered

Brand • Reason to buy
equity • Differentiate/position
Perceived • Price
quality • Provides value to firm by
• Channel member interest
enhancing:
• Extension
Efficiency and
effectiveness of
marketing programs
• Help process/retrieve
information Brand loyalty
• Differentiate/position Prices/margins
Brand Brand extensions
associations • Reason-to-buy
• Create positive Trade leverage
attitude/feelings Competitive advantage
• Extensions
Other
proprietary • Competitive advantage
brand
assets
Figure 8.6 Brand Equity Model (Aaker 1991, 1996)

Perceived Quality
Perceived quality is part of the human experience and is developed entirely
from the perspective of the consumer, based on those product attributes that
are important to them. Perceived quality may be different from the actual
quality of the product. Studies have shown that the customer’s perception of
quality has one of the greatest impacts on the financial performance of a
company (Buzzell et al. 1987, p. 7; Jacobson and Aaker 1987; Anderson et al.
1994). A study of 33 publicly traded stocks over a 4-year period demon-
strated that perceived quality had an impact on stock return (Aaker 1996).