reproduced without written permission from the author. Brand awareness and brand image Chuck Chakrapani Building brand equity To build brand equity‚ we need to start with the building blocks of brand equity. They include brand awareness‚ and brand image or the associations that a brand evokes. Brand awareness Brand awareness has two components: breadth and depth. Let us first consider depth . While a consumer may be aware of many brands‚ all brands are not equal in terms of awareness. The depth of
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oyeeVem Linus Jonathan et al THE IMPACT OF EMPLOYEE EMPOWERMENT ON CUSTOMER SATISFACTION IN THE NIGERIAN SERVICE ORGANIZATIONS (A STUDY OF SOME SELECTED HOTELS IN JOS‚ PLATEAU STATE) THE IMPACT OF EMPLOYEE EMPOWERMENT ON CUSTOMER SATISFACTION IN THE NIGERIAN SERVICE ORGANIZATIONS (A STUDY OF SOME SELECTED HOTELS IN JOS‚ PLATEAU STATE) IJCRR Vol 04 issue 19 Section: General Science Category: Research Received on:27/07/12 Revised on:05/08/12 Accepted on:17/08/12 Vem Linus Jonathan‚ Dakung
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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This is a dissertation abstract on Employee Motivation: Why study motivation? To state it simple you need to know motivation to be a better leader to accomplish your business goals. Employees are like sheep you need to lead them to accomplish the mission. It is much easier to lead a group of individuals when they have a vested interest to accomplish it. You create that interest through motivation. The key to a successful organization in many ways is motivation. It is one of the most difficult tasks
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1.1 Introduction- Employee Engagement Employee engagement is the level of commitment and involvement an employee has towards their organization and its values. An engaged employee is a person who is fully involved in‚ and is enthusiastic about‚ his or her work. Such employees are attracted to‚ and inspired‚ committed and fascinated by their work. The age old business dictum goes that ‘satisfied employees create satisfied customers’ by constantly striving for the best‚ contributing to the bottom
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Brand Ambassadors serve as the face of their client company at promotional events. They offer the company a chance to make a good impression on prospects. An effective brand ambassador is one who is interested in the product they are promoting‚ who can easily connect with the product. "During the live brand experience they become the identity of the brand‚ because they are the only human interface between the brand personality and the consumer. They are the people who have the potential to appeal
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Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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original formula. While licensing agreements also aimed to specify how the Heineken brand should be marketed‚ Heineken could not influence how a licensee marketed its own brands. At the end of 1993‚ Heineken‚ being the market leader in Netherlands‚ was viewed as a mainstream brand. Outside the Netherlands‚ however‚ Heineken had consistently been marketed as a premium brand. Sales volume was declining and the brand image needed some revitalization. In January 1994‚ senior managers at Heineken headquarters
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relationship between external equity in discussing pay versus benefits‚ and also to investigate the best compensation package (with special focus on external market competitiveness and internal equity) that will be of benefit to recruit and retain productive and motivated staff members. Key words: external equity‚ compensation‚ internal equity‚ motivation CHAPTER ONE 1.0 LITERATURE REVIEW 1.1 Equity Theory Basically‚ employees
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extent that an employee believes in the mission‚ purpose and values of an organization and demonstrates that commitment through their actions and their attitude towards the employer (both internal & external) will determine the employee satisfaction towards his/her work. Employee engagement is high when the statements and conversations held reflect a natural enthusiasm for the company‚ its employees and the products or services provided. Employee engagement is the level of commitment and involvement
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