...STRONG BRANDS How Brand Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy...
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...Explain the Impact of Promotion Elements on Brand Equity (Case study: Samsung Brand) #1 1 Hamidreza Salmani Mojaveri, #2Amin Allahbakhsh, #3Mostafa Salmani Mojaveri Ph.D. candidate, Department of Management and Economic, Science and Research Branch, Islamic Azad University, Tehran ,Iran mazisalmani@yahoo.com 2 Master of Executive Management, Payam e Noor University, Babol, Iran 3 Department of Industrial Engineering student , Department of Industrial Engineering, Islamic Azad University,Firoozkoh,,Iran Abstract— This study has been examines the relationship between elements of promotion and brand equity in the home, audio and video products (Samsung brand case study). Type of present Research Method is descriptive and correlation based on structural equation modeling. For this purpose a questionnaire with 36 questions has been designed. Results of data analysis with use structural equation modeling is supported the research hypotheses about the direct effects of variables on each other. Results indicate positive effects of the brand equity dimensions on the brand equity and strong impact of promotion dimensions on these dimensions. finally use of brand enrichment activities (such as extensive advertising, employing qualified and efficiently vendors, increase communication with goal customer use of various and appropriate sales promotion and extensively , use of marketing without intermediaries e.g. creating sites) to create brand equity for products home , audio and video products...
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...on LUX LUX is a Tangible, Non Durable Good on the basis of this classification. LUX and other soaps fall into the category of Convenience Good Report on “Brand Equity Measurement of LUX”. ACKNOWLEDGEMENT We express our sincere thanks to our respectable teacher Mohammad Nazmul Huq for providing us with bighearted support and opportunity for the successful completion of research on: “Brand Equity Measurement of LUX”. We are thankful to our respondents for their responses, class fellows for their support and suggestions, which have proved to be very valuable for this research, without which it would have not been possible to successfully complete the research. LETTER OF TRANSMITTAL 03rd May, 2010 Mohammad Nazmul Huq Assistant Professor, Department of Business Administration, Stamford University Bangladesh. Subject: - Submission of Report. Dear Sir, With due respect and humble submission I would like to state that, we have been required to submit a research report on ‘Brand Equity Measurement of LUX’ as a part of the completion of this course. For all intents and purposes, It was really more than an opportunity to experience how a research should be performed and should be presented after...
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...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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...A cross-national validation of the consumer-based brand equity scale Isabel Buil Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Leslie de Chernatony Birmingham Business School, The University of Birmingham, Birmingham, UK, and ´ Eva Martınez Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Abstract Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries’ products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international...
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...Rolex Brand Audit 1) What do you understand about brand audit? Explain in relevance tothis case study.Ans : a brand audit is a comprehensive examination of a brand to discover itssources of brand equity. A brand audit provides an analysis of an organization¶sbrand and its brand management and marketing effectiveness. It assesses abrand¶s strengths, weaknesses, opportunities, and threats. It identifies brandgrowth opportunities including those achieved by brand repositioning and brandextension. The audit should result in recommendations to improve brand equity,brand positioning, and brand management and marketing effectiveness.Relatingto this case study, Rolex is one of the most recognized luxury brands in the worldwhich is its most important source of brand equity. Other equities include itscrown logo and the functional benefits that it provides to the user for e.g. quality,craftmenship, and innovation factors like its ³10 golden Rules´. Its exclusivestatus symbol, premium pricing and limited distribution are also key sources of equity. Other key sources of rolex brand equity include Ambassadors, Sports andCulture and Philanthropy. This case study also includes the threats to the brandlike counterfeiting and few main areas of opportunity like introducing newdesigns, contacting with the female customers, understanding younger customers etc. 2) How are product related attributes helping Rolex in its brandpositioning in the market?Ans : Rolex has maintained the highest quality...
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...of the aims, learning outcomes, structure, curriculum and assessment of this module. The teaching team will of course help you with any queries you may have, but we hope this document will provide the means to enable you to participate fully in the learning process and give you the basic information you need to make the most of your studies. Details of the Teaching Team Module Leader: Rehunma Ali-Choudhury Office Location: Room MG2-12, Moorgate, City Campus Email: r.alichoudhury@londonmet.ac.uk Telephone: 0207 320 1604 Office hours As published on office door and on Weblearn or by appointment Module Tutor: Sharmila Brown Office Location: Room SH206, Stapleton House, North Campus Email sharmila.brown@londonmet.ac.uk Telephone 020 7133 3387 Office Hours As published on office door and on Weblearn or by appointment . Subject Librarians (City Campus): L Simmons, Moorgate Library, ( 1602 Subject Librarian (North Campus): Charlotte Hobson, Holloway Road Learning Centre, ( 2718 Further Sources of Support: Academic & Study Skills If you feel you need further assistance with study and academic skills you should contact the University’s Learning Development Unit (LDU) - see your Course Handbook and the LDU's website: http://www.londonmet.ac.uk/ldu. Module Aims ▪ To explore the role of branding from a corporate and consumer perspective. ▪ To introduce students to the theory of branding. ▪ To develop...
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...[pic] COURSE: MKT 4398 – Strategic Brand Management TERM: Fall 2009 | | | |Section 05: 12:30-1:45 T-Th | | | | | |Room: HSB 101 | | PROFESSOR: Dr. Chris Pullig OFFICE: HSB 223 OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment PHONE: 710-4769 (Office) and 836-0206 (Home) EMAIL: Chris_Pullig@Baylor.edu Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: ...
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...STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation................................................................................................................4 Lifestyle Segmentation in the Specialty Coffee Market ..............................................................5 Segments ................................................................................................................... 5 Identifiable ................................................................................................................ 6 Sizeable...................................................................................................................... 6 Actionability .............................................................................................................. 6 Accessibility ............................................................................................................... 7 Sustainable Competitive Advantage......................................................................................................8 The Path to Protection. ...............................
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...MANAGING THE BRAND EQUITY OF CARBONATED DRINKS AMONG GENERATION-Z Dr. Nishakant Ojha1 ABSTRACT Companies spend large amount of their money on building brand equity. This study explores the relationship between advertising and brand equity. The purpose of this study is to how advertisements of carbonated drinks acts as stimuli in influencing purchase decision of generation-Z. It also explores the role of electronic media in advertising. Data for the study has been collected by using the survey method using convenience sampling and Judgment Sampling among Generation-Z i.e. respondents born in 1989 - till 2000s respondents in Jalandhar and Phagwara city, Punjab. The reliability of data was established using Cronbach’s coefficient Alpha. The data reduction technique of factor analysis was used for introspection of data. KEYWORDS Advertising, Brand Equity, Effective Medium, Generation Z etc. INTRODUCTION The prime goal of every business organization is to build strong brand equity (Keller and Lehmann, 2006). The biggest thrust behind the buying habits of consumers is brand equity. Brand equity is defined as the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. It provides an advantage of larger margins, greater intermediary cooperation and support, and brand extension opportunities (Delgado-Ballester and Munuera-Alemán, 2005). According to Aaker’s theory brand, equity has various dimensions as brand Loyalty brand awareness...
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...com/0263-4503.htm Brand equity for online companies Rosa E. Rios Australian College of Kuwait, Safat, Kuwait, and Brand equity for online companies 719 Received 1 May 2008 Revised 1 July 2008 Accepted 1 July 2008 Hernan E. Riquelme Kuwait-Maastricht Business School, Salmiya, Kuwait Abstract Purpose – The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies. Design/methodology/approach – This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological validity of the model using structural equation modelling. Findings – This study finds partial support for the application of the offline brand equity theoretical framework based on brand awareness, brand associations and loyalty for online companies. Brand loyalty and brand value associations directly create brand equity. Research limitations/implications – The study is cross-sectional, the indicators or observable variables used in this study may not be deemed comprehensive enough, no interaction effects have been incorporated, and finally, the research study was based on a few online business retailers. Practical/implications – The results support the view that a consumer’s perceived sense of value resulting from a transaction with an online business develops loyalty. Also, brand-trust association and brand awareness indirectly contribute to creating brand equity through their influence...
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...between brand equity and firms’ performance in luxury hotels and chain restaurants$ Hong-bumm Kima,1, Woo Gon Kimb,* b a College of Hospitality & Tourism, Sejong University, Kwang-jin Gu, Gun-ja Dong 98, Seoul 143-747, Republic of Korea School of Hotel and Restaurant Administration, Oklahoma State University, 210 HESW, Stillwater, OK 74078-6173, USA Received 27 February 2004; accepted 4 March 2004 Abstract There is a growing emphasis on building and managing brand equity as the primary drivers of a hospitality firm’s success. Success in brand management results from understanding brand equity correctly and managing them to produce solid financial performance. This study examines the underlying dimensions of brand equity and how they affect firms’ performance in the hospitality industry—in particular, luxury hotels and chain restaurants. The results of this empirical study indicate that brand loyalty, perceived quality, and brand image are important components of customer-based brand equity. A positive relationship was found to exist between the components of customer-based brand equity and the firms’ performance in luxury hotels and chain restaurants. A somewhat different scenario was delineated from the relationship between the components of customer-based brand equity and firms’ performance in luxury hotels and chain restaurants. r 2004 Elsevier Ltd. All rights reserved. Keywords: Customer-based brand equity; Firms’ performance; Chain restaurants; Luxury hotels; Brand awareness ...
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...Influence of Exposure to Coke Brand Identification on Taste Perception (JC, LK, SS, ND) 1. Abstract Short abstract, which describes the core of your study and main findings. 1. Introduction Here you describe why your study is interesting/ important; your problem statement and research question. 1. Theory Theory This study aims at affirming that the taste perception of the participants will be highly influenced on whether they are exposed directly to the brand-label, are only aware of the brand or blindly tested. A previous study about the “ Influence of Beer Brand Identification on Taste Perception” proved that in a blind taste, beer drinkers “could not distinguish the taste difference among the brands on an overall basis” (Allison&Uhl, 1964, p.37), moreover did the study conducted by Allison and Uhl highlight that beer drinkers were not able to identify their favorite brand of beer in a blind beer comparison test. Another study conducted by Plassmann, O’Doherty, Shiv and Rangel about how “ Marketing actions can modulate neural representations of experienced pleasantness” also identified that when participants are not presented with any particular information about the wines they had to taste in their blind test, participants were not able to report any major “differences among the wines”. (Plassmann et. All., 2007, p. 1051) Based on these findings the first hypothesis of the study is (1) Participants tested in the blind test will taste no major...
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...Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science, 28;195 viewed 2 January 2016, http://jam.sagepub.com/cgi/content/abstract/28/2/195 Introduction This review critically examines the article ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science. The review will first summarize the article. Secondly, it analyzes the effectiveness of the article structure, investigating how the information is set out and whether the reader can access it efficiently. Thirdly, the review will critique the article, evaluating its authority,...
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...EFFECT OF COUNTRY OF ORIGIN ON BRAND EQUITY OF CARS IN INDIA: A STUDY Faculty Guide: Prof. Sandeep Puri Authors: Chandana Mandal, Mohit Jain, Ambika Paliwal, Rohit Iyer, Sahil Gupta INSTITUTE OF MANAGEMENT TECHNOLOGY, GHAZIABAD ABSTRACT Marketers and consumer behaviour researchers generally accept that a product’s or brand’s country-of-origin is an important influencing factor in consumer decision-making. Most of the previous studies suggest that country-of- origin information which is indicated by the “Made in ...” label which serves several purposes in consumer decision-making. It acts as a salient attribute in consumer product evaluation. That is, the image that consumers have about a certain country will influence their perceptions of products from that country. Since consumers’ perception of a particular country-of-origin influences their evaluation of products from that country, this will influence their preference, purchase intention and choice of a particular brand and hence has implications on the brand’s equity. In this study the effects of brand’s country-of-origin image on the formation of brand equity in two clusters i.e India and foreign market(African and French market) is studied. Here a high involvement category of Cars has been selected. Introduction In the arena of global marketing, building strong brands has become a top priority for marketers. Beyond, the marketing mix variables (advertising, distribution, price and product quality), the consumer’s...
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