Complete a two paragraph discussion post. Below is the link for the resource Keller’s Brand Equity Model: Building a Powerful Brand and below that is the full text of the source Toward a Theory of Customer Engagement Marketing.
In this discussion, you will assess ways of measuring or evaluating brand equity or customer engagement of a brand and identify key takeaways for a marketing consultant to know about managing a brand across its life cycle.
First, read the required resources, including the articles Toward a Theory of Customer Engagement Marketing and Keller’s Brand Equity Model: Building a Powerful Brand.
In your initial post, address the following:
Considering the customer-based brand equity (CBBE) model and other metrics, assess one to two ways of measuring or evaluating brand equity or customer engagement of a brand and explain why these evaluations are effective. For example, how can assessment tools be applied to demonstrate the success of a brand? Explain.
Considering the work you have done for this course and final project, think about the role of the marketing consultant in developing and maintaining the relevance of a brand. What are one to two key takeaways for a marketing consultant to know about managing a brand across its life cycle?
J. of the Acad. Mark. Sci. (2017) 45:312–335 DOI 10.1007/s11747-016-0509-2
CONCEPTUAL/THEORETICAL PAPER
Toward a theory of customer engagement marketing Colleen M. Harmeling1 & Jordan W. Moffett2 & Mark J. Arnold3 & Brad D. Carlson3
Received: 8 August 2016 / Accepted: 15 November 2016 / Published online: 15 December 2016 # Academy of Marketing Science 2016
Abstract Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link specific strategic elements to customer outcomes and thereby firm performance, theorizing that the effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transforma- tion. The authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet of engagement marketing.
Sample Solution
