THE PROCESSES OF BUILDING BRAND EQUITY This paper combines the conceptual framework of customer-based brand equity (Keller‚ 1993) and six-stage model of brand evolution (Goodyear‚ 1996) to develop the processes of building brand equity. Focuses of brand equity building are suggested for each stage. Key words: brand equity‚ brand knowledge‚ brand evolution INTRODUCTION Successfully building‚ managing‚ and tracking the brand equity of brands are main goals of brand management. The brand strategies
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investigation of perception of Slovakia as a tourist destination in UK’ is the name of research topic. Reason for choice and aims Nowadays the building of brand is a one of the most popular trends‚ included: branding of products‚ services‚ organizations and institutions‚ and the last trend – branding country. No one can deny that country of origin product matter. In 2009‚ Slovakia first time took a turnout in research work of Future Brand Index and has been described as not very well developed brand
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Problem: One of the key issues faced by McGraw is that there is a large gap between his projections for next year‚ and what the manager’s are promising him . His goal is to obtain a 15% increase in the operating income from his division (OM‚ LR and NP). The managers are projecting a decrease of 5.2% from the current year. In absolute terms there is a gap of $27 MM in the projected divisions operating income. If McGraw were to keep his A&P budget the same as last years‚ he would save $32MM
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Campus activation program: An emerging opportunity for the companies to improve their branding attributes Maira Fatima MBA Scholar FAST University‚ Islamabad Pakistan maya2111@live.com Syed Saad Hussain Shah MS Scholar IQRA University‚ Islamabad Pakistan saadihussain@live.com Abstract Maira Fatima and Syed Saad Hussain Shah This paper investigates the insights of the consumer acceptability of brand depending on the brand attributes by focusing
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style is changing rapidly in day by day. People are not only looking for stylish product beside of this; they are getting addicted to look forward on branding product too. With the changing on product the companies are aware for developing on their brand because of popularity gets relied on branding. On my assignment‚ I am going to discuss such a branding company Burberry group plc which is a heritage company of UK and get famous on worldwide. This is one of the largest and ranked Fashion Company which
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American Journal of Sociological Research 2012‚ 2(5): 90-97 DOI: 10.5923/j.sociology.20120205.01 Rebranding and Organisational Performance- Some Issues of Relevance Anil Kumar Singh‚ Vikas Tripathi‚ Priyender Yadav * Institute of Business M anagement‚ GLA University‚ M athura‚ 281406‚ India Abstract Dispensing with an established brand‚ often the culmination of many years of continuous investment‚ and perfunctorily replacing it with a new brand would seem to contradict a century of marketing
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longer happy to just search for rooms‚ they want to connect and be connected. Technology is the enabling platform which helps to create this connection and create a rich‚ dynamic brand experience for your audience. Loyalty is moving beyond simply branding a card and throwing some enticements or entitlements together. Web 2.0 is not only changing the way consumers communicate but also the way brands communicate. This article will present a web 2.0 toolkit for building better‚ deeper loyalty with
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Sport Management Review 17 (2014) 97–106 Contents lists available at SciVerse ScienceDirect Sport Management Review journal homepage: www.elsevier.com/locate/smr Branding athletes: Exploration and conceptualization of athlete brand image Akiko Arai a‚ Yong Jae Ko a‚*‚ Stephen Ross b a b University of Florida‚ United States University of Minnesota‚ United States A R T I C L E I N F O A B S T R A C T Article history: Received 21 December 2011 Received in revised form 26
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1- What is Chris considering doing and what factors will he have to align to be successful? With Mountain Man Beer Company (MMBC) experiencing recent declining sales for the first time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline‚ Chris is considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences‚ seeking to maximize market coverage while minimizing brand overlap and at same time
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research interest lies in the area of tourism marketing‚ especially destination branding. FRANK GO is Professor of Tourism at the Erasmus University at Rotterdam (the Netherlands). His research interests include information and communication technology and tourism‚ networks‚ community‚ globalisation and branding. Keywords Abstract brand identity; brand concept; Slovenia; tourism destination branding; perception This paper explores the concept of tourism destination brand identity
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