different. Building a strong brand that is able to set a company apart from other business is always an important job. Depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007). According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company
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Trimester 3, 2013/2014 The Impact of Brand Awareness on Brand Equity: A Study of Malaysian Automobile Industry Prepared by: Wiki Noviandi (G1335059) Feras Qawasmeh (G1335039) Nor Izuan Shah Minhad (G1325003) Wira Amirul (G1230579) Abdul Razak (G1333627) Prepared for: Prof. Dr. AKM Ahasanul Haque Date of submission: 13/07/2014 Abstract This research project will use quantitative measurement to examine how influence of brand awareness on brand equity to the customer purchasing
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Marketing the product The marketing mix The marketing mix is the set of controllable marketing variables that the firm blends to produce the response it wants in the target market. Also known as the 4P’s. 1. Product – goods and services combination the offers to the target market. 2. Price – the amount of money customer’s pay to obtain the product. 3. Place – activities that make the product available to target customers. Eg dealership 4. Promotion – activities that communicate the merits
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Brand A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. Brand Attributes Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.
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Chapter 8 Products, Services, and Brands: Building Customer Value What is a Product? • A product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need Physical Goods Services (activities, benefits, etc. that are intangible -- do not result in ownership of a physical good) Events Persons Places Organizations Ideas Experiences Combinations of the above Products, Services, and Experiences • • • • • Pure
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Brands and Generics As an avid shopper and a single mother of four children, I must be very careful with the amount of money that I can spend at the grocery stores. With as many children as I currently have, it is also important to purchase healthy food for my children. The difference between the brands that I chose can sometimes make all of the difference in the amount of groceries that I can purchase every two weeks. The difference between Brand names and Generic brands are so slight that the
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21 i. Demographics……………………………………………………………………………21 ii. Awareness………………………………………………………………………….……..23 iii. Importance of Factors influencing Purchase………………………………25 iv. Consumer Attitude……………………………………………………………….……27 • Private Label Vs National Brand: Brand Strategy………………………………….36 • Findings of Research………………………………………………………………………..….40 Section VI • Implications for Retailers……………………………………………………………………..41 • Suggestions ………………………………………………………………………………………...42 • Conclusion……………………………………………………………………………………………43
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relationship 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
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I. Executive Summary Axiata Bangladesh Ltd. is the third largest mobile phone operator in Bangladesh. In 28th March, 2010 they changed their brand name from Aktel to Robi. They also changed the logo and slogan of their brand. By doing this they tried to reach the customer specially who lives in village. Measuring the effectiveness of their rebranding is essential as it has already been passed one year after rebranding. Customer’s perception is essential to measure for this purpose. We have conducted
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LITERATURE REVIEW WHAT IS A BRAND? Branding is a discipline that has emerged from the consumer goods domain particularly fast moving consumer goods. Historically, brand has been inextricably linked to the product and branding is seen as the process of adding value to the product. A brand is a cluster of functional and emotional benefits that extend a unique and welcomed promise. This conceptualisation of a brand is universal and applies to various domains including FMCG, internet services and B2B
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