Relationship of Brand Trust and Brand Affect on Brand Performance: An Analysis from Brand Loyalty Perspective (A Case of Coffee Instant Product in Indonesia) Rizal Edy Halim Department of Management Faculty of Economics‚ University of Indonesia Abstract Brand that manages to bring a meaningful impression on consumers are more likely to win a special attention. Value-added brands are also more likely to win a distinctive spot in consumers’ minds. In addition‚ brand could affect consumers’ brand affection
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INTRODUCTION Since the late 80s‚ brand equity (BE) has been regarded as one important marketing concept in both business practice and academic research as it gives marketers more competitive advantage through successful brands (Lassar‚ Mittal‚ & Sharma‚ 1995‚ p. 11). Although there are many researches about brand equity carried on by numbers of authors‚ most of their conclusions are consistent with Farquhar’s concept of brand equity as “the value added by the brand to the product” (Srinivasan‚ Park
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keller (2009)‚ suggests that brand extension is the introduction of new products into a market by a company‚ under an already existing strong brand. This could be an extension of the brand or may not have anything to do with the existing brand. An existing brand that gives rise to the brand being extended is known as the parent brand. There are advantages and disadvantages involved in brand extensions. David A. Aaker though limits brand extension to “the use of a brand name established in one product
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frequently refer to ’brand values’ as if everyone knows what we mean. It is assumed that there is a general understanding that a brand stands for something and what it stands for must have a value. These values can be critically important or small inconsequential things but above all they are the things which give the brand its worth and differentiate it from all others. Through these brand values a product or service is enhanced beyond its functional purpose. In this context the brand provides the consumer
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NESTLE: Background: Nestlé is the world’s largest food and beverage company (http://www.nestle.co.za/about_us/about_us.asp). At the end of 2004 Nestle sales amounted to over R86 billion and the company today employs more than 250 000 people around the world (http://www.nestle.co.za/about_us/about_us.asp). In South Africa‚ Nestle employs nearly 4000 people and operates over 12 factories (http://www.nestle.co.za/). Nestlé’s main objective is to manufacture the best quality and most innovative products
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Nescafe is one of the leading coffee brands in the world‚ which has different flavored products in the market. As a motto for all these products‚ they have seperate techniques in order to advertise the product. For example‚ Nescafe’s everyday coffee has a motto of “Rich and full flavored”‚ while another flavor; Super premium coffee‚ has a motto of “Rich‚ bold and smouldering”. Nescafe became number two in the category of mix instant coffee because of the harsh competition of the market in Indonesia
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Dabur India Limited: Brand Architecture _�_ Branded House: DABUR INDIA LIMITED Dabur India Ltd. started off as a small pharmacy‚ but has grown and expanded into a powerful FMCG force in the Indian market. It is right up there in the mix with the FMCG moguls like HUL‚ P&G etc. in terms of sales‚ revenue and market penetration. Dabur has always been an organisation hinged on strong R&D and product development adhering to stringent quality norms. The Indian connection has helped Dabur in becoming
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: OSIM ; BUILDING A GLOBAL BRAND OSIM is a multinational company that markets‚ distributes and franchises a comprehensive range of healthy lifestyle products‚ which cover four key areas such as health‚ fitness‚ hygiene and nutrition. The objective of OSIM is to cultivate in consumer a positive outlook toward life and healthy living through the shopping experience. Brand identity is how the company wants the consumer to perceive their product or their brand. The brand identity of OSIM is a combination
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The Value of Brands White Paper White Paper: The Value of Brands: Evaluating Heineken’s Global Branding Strategy Tim Glowa July 31‚ 2002 Tim Glowa is President of North Country Research Inc.‚ (www.ncResearch.com) a Calgary based strategic marketing science company. He can be reached via email at Tim@Glowa.ca © 2002 Tim Glowa July 31‚ 2002 © 2002 Tim Glowa -1- The Value of Brands White Paper Table of Contents Abstract ............................................
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Brand overview "It all started with me wanting some shorts I couldn’t buy anywhere‚...” (HI)STORY • Fundango – A brand that started in the world of riders‚ about 10 years ago. At that time‚ full-blown young skateboarders gave life to Fundango. Since then‚ the brand has led a life of sports clothing brands with professionally designed collections but its growing is still accompanied by its parent’s lifestyle. Today‚ skiers‚ snowboarders‚ skateboarders‚ surfers‚ riders and anybody who feels close
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