Brand Equity: The value put by Brand’s consumers and channel members which permit the brand to earn larger volumes and margins than it would without the brand name and which adds as differentiating factor for the brand over its competitors is defined as the brand equity. The values, consumers associate with the brand are reflected in their brand loyalty. A positive perception of the brand results in brand awareness and less marketing effort. Consumer’s perception of organization and loyalty depend
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Customer-Based Brand Equity Customer-Based Brand Equity - Building a Strong Brand - Creating Customer Value - CHAPTER 3 Brand Positioning Identifying and Establishing Brand Positioning - Positioning Guidelines Defining and Establishing Brand Mantras - Brand Audits CHAPTER 4 Choosing Brand Elements to Build Brand Equity Criteria for Choosing Brand Elements - Options and Tactics for Brand Elements - CHAPTER 5 Designing Marketing Programs to Build Brand Equity New Perspectives
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Clarify Brand Equity Perspective Brand equity can be viewed from several different perspectives. The hard-line perspective is that of financial outcomes which examine price premium. That is, how much more will a consumer pay for a product or service that is branded over a product or service that is generic? A softer perspective is that of brand extension where consideration is given to the value that a brand lends to the introduction of other products, or considers the reverse dynamic of the impact
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(Citibank-Visa), mobile phone (Sony-Ericson), food (Diet-Coke-NutraSweet) (Maiksteniene, 2009). Therefore, lots of previous research have been focus on evaluate the leverage of brand alliance between involved brands (host and partner brand), the brand equity change because of the success or failure from the collaboration (Simonin and Ruth, 1998; Wshburn et al, 2000), the value of brand alliance compared with other brand tactics (Leuthesser et al, 2003), managerial the relationship of brand alliance (Bucklin
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Importance of brand equity demands need for more practical experience and comparative research to judge and validate the usefulness of brand evaluation methods (Farquhar 1990). The recent merger and acquisition trend has also increased the importance of measuring brand equity (Tauber 1988). The role of brands is now far beyond product differentiation or competing for market share. They are accumulated annuities which the firm can acquire from its balance sheet (Tauber 1998). Firms could have a strong
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industry body for private equity and venture capital worldwide. We have been delivering industry-leading training to prestigious corporate clients for over 28 years and have garnered a reputation as the pre-eminent provider of training solutions for the private equity and venture capital industry. Our renowned training programmes focus on providing solutions aligned with your needs and corporate objectives. Our position as the leading global association for the private equity and venture capital industry
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DO SPORT TOURISM EVENTS HAVE A BRAND IMAGE? Kyriaki Kaplanidou Ph.D. Candidate Michigan State University Department of Community, Agriculture, Recreation and Resources Studies 131 Natural Resources Building East Lansing, MI 48824 kaplanid@msu.edu Christine Vogt Michigan State University Abstract.—Sport tourism events are used by destinations to enhance their image. The components of an event’s brand image, however, have not been well studied. Keller (1993) suggested that brand image consists of
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Introduction lululemon is a very successful company that specializes in yoga clothing and a healthy lifestyle. They have creative strategies and innovative ways to run their business. They are well known by the market that they target to. lululemon needs to broaden the market that they are targeting by repositioning their clothing to more than just yoga activities. By doing this they will make more people aware of the great quality of their clothing and gain even more success in the future.
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balance between tangible and intangible value, which can make the market run regularly. In the following part, I will explain it from brand. From the theoretical aspect, brand equity is one of the most significant measures of success. Intangible value seems to play a very important role in the market, especially brand. Brand equity is the added value endowed on products and services. It my be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market
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Does Good Branding Result in Good Sales? Introduction It is all about the Brand, a typical consumer mind speaks when talking about a product. Interestingly, it is not always consistent that a consumer will buy “Branded” products as labelled by the company but in fact buys the products which he/she labels as a “Brand” according to his/her perception and leaves all the companies in search of a magic wand that can propel the sales of their products labelled as a good brand. Hence the million dollar
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