........................................8 Objectives of Brand Audit:...................................................................8 Scope of Brand Audit:..........................................................................8 Approach Used for Brand Audit:..........................................................9 Brand......................................................................................................9 Brand (Self Analysis):........................................
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Page Introduction 3 What is Brand Equity? Role of Brands The Scope of Branding Theoretical Perspectives 4 Brand Equity Models Brand Asset Valuator Brand Resonance Pyramid Building Brand Equity Measuring Brand Equity Managing Brand Equity Conclusion
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Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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to increase brand equity for a product that is in the maturity phase of the PLC. The maturity phase is characterized by increase competition‚ established brand recognition and slowing sales growth. In this phase product differentiation and market dominance become more critical (Anderson & Zeithaml‚ 1984). Brand equity is a set of brand assets and liabilities linked to a brand‚ its name‚ and symbol that add or subtract from the value provided by a product (Cravens‚ 1997). When a product reaches its
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ASSIGNMENT SPECIAL PRODUCT GROUP BRAND: FOSSIL FOSSIL BRAND Founded in 1984‚ the Fossil brand was the springboard for everything the company has become for more than a quarter of a century. Fossil prides itself on its commitment to American vintage inspiration. This commitment has allowed for a strong retail presence globally‚ with more than 400 retail locations‚ 4‚000 wholesale locations and 13‚000 employees worldwide. Alongside the Fossil Brand‚ the company is constantly developing
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IMPACT OF BRAND AWARENESS ON CONSUMER DECISION MAKING Extent to which a brand is recognized by potential customers‚ and is correctly associated with a particular product Expressed usually as a percentage of target market‚ brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.( Noel. K‚ Francoise. R. 1995)‚ Brand awareness‚ In general‚ means the extent to which a brand associated with a particular product is documented by potential and existing
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other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay‚ Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands‚ the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001—which added the Gatorade brand to its portfolio. As of January 2012‚ 22 of PepsiCo’s product lines generated retail sales of more than $1 billion each‚ and the company’s products were distributed
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Journal of Product & Brand Management Emerald Article: The relationship of consumer personality trait‚ brand personality and brand loyalty: an empirical study of toys and video games buyers Long-Yi Lin Article information: To cite this document: Long-Yi Lin‚ (2010)‚"The relationship of consumer personality trait‚ brand personality and brand loyalty: an empirical study of toys and video games buyers"‚ Journal of Product & Brand Management‚ Vol. 19 Iss: 1 pp. 4 - 17 Permanent link to this document:
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and one of the world’s most successful young fashion brands is born: Esprit. Worldwide success As the Esprit headquarters developed in Europe (Düsseldorf) and Asia (Hong Kong) in the 70s‚ the founder company Esprit USA gradually became an entirely self-sufficient company. What began in Germany with young sportswear fashion for women marketed under the name of Esprit de Corp soon became one of the most successful young fashion brands on the European market. The American rights were bought
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DAVID ARKER’S MODEL FOR BRAND IDENTITY CONVERSE Core Identity Product thrust: Subsidiary of Nike deals in apparel‚ shoes and sports accessories. Retailing is done through Planet Sports which is specialty format under pantaloons India ltd. User profile: Used by kids and youths who are fashion rebels in real sense n love retro style. Attraction among students as its a pocket friendly brand. Performance: Converse has kept innovation core to its strategy‚realizing fully that the
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