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| Đo lường giá trị thương hiệu× | Lập bản đồ hành trình khách hàng× | |
|---|---|---|
| Lĩnh vực | Tiếp thị | Tiếp thị |
| Họ | Process / pipeline | Process / pipeline |
| Năm ra đời≠ | 1991 | 2000s |
| Người khởi xướng≠ | David A. Aaker | Adaptive Path and Service Design community |
| Loại≠ | Measurement framework | Experience mapping methodology |
| Công trình gốc≠ | Aaker, D. A. (1991). Managing Brand Equity. Free Press. ISBN: 978-0029001110 | Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Tensions in Service Quality and Service Marketing: An Introduction. Journal of Services Marketing, 19(7), 422-428. link ↗ |
| Tên gọi khác≠ | Brand Valuation, Brand Strength Assessment | Journey Mapping, CJM, Experience Mapping |
| Liên quan | 5 | 5 |
| Tóm tắt≠ | Brand Equity Measurement is a comprehensive framework developed by David Aaker in 1991 for quantifying and assessing the value that a brand name adds to a product or service. It provides organizations with methods to understand how consumers perceive their brand across multiple dimensions, enabling better strategic decision-making and resource allocation. | Customer Journey Mapping is a service design methodology that visualizes the complete customer experience across all touchpoints and phases of a customer relationship, from awareness through advocacy. Developed through work in design and service management, journey mapping integrates behavioral data, customer emotions, pain points, and moments of truth to reveal opportunities for experience improvement and organizational alignment. |
| ScholarGateBộ dữ liệu ↗ |
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