CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Brand elements‚ sometimes called brand identities‚ are those trademarkable devices that serve to identify and differentiate the brand. The main brand elements are brand names‚ URLs‚ logos‚ symbols‚ characters‚ spokespeople‚ slogans‚ jingles‚ packages‚ and signage. Independent o f the decisions made about the product and how it is marketed‚ brand elements can be chosen in a manner to build as much brand equity as possible. That is‚ according to the customer-based
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Brand identity‚ loyalty and equity. The extent to which a company can evoke an emotional connection between its brand and its target markets will play a big part in determining its business success. By tapping into consumers’ emotions‚ a company is able to create a long-term relationship in which both consumer and business will enjoy (Robinette 2000‚ p.1). This essay will discuss the emotional connection a brand has with their consumers‚ explaining the need to be identifiable and unique with
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Brand Equity to Customer Loyalty An examination of brand equity leading to customer loyalty in the clothing industry using the Loyalty Ladder model. Abstract Purpose - The aim of this paper is to examine if there is a correlation between brand equity and brand loyalty. The author will research the sources of brand equity for three international clothing companies: Abercrombie & Fitch‚ Marks & Spencer‚ H&M and apply each company to the Loyalty Ladder. Methodology – Secondary literature
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Brand equity DirecTV Company has a great promotion which includes its offers for a limited time. The company strategy is to promote their limited time deals to gain and attract more clients by focusing on high quality and value offers to its customers. Furthermore‚ one of the main important elements to introduce the DirecTV’s brand‚ is their ability to satisfy all the clients by offering a reasonable price which is 29.99$ with premium services. In this case‚ DirecTV is offering more than 150 channels
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RED BULL: BUILDING BRAND EQUITY IN NEW WAYS 02-05-2011 Question 1: Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country? Answer: Red Bull has a strong marketing strategy for communicating product value to customers. The strategy for building the brand has been created around a simple goal. Whenever a consumer is in need of energy‚ the company wants then to automatically think of Red Bull. The brand uses traditional media channels
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BRANDZ ™ Top 1 Most Powerful Brands 00 Contents About the BRANDZ™ Top 100 Ranking 3 How We Calculate Brand Value 4 Key Insights 5 Sector Highlights 6 BRANDZ™ Top 100 Brand Ranking Charts 10 Frequently Asked Questions 24 About Millward Brown Optimor 28 2 About the BRANDZ Top 100 Ranking As economies become global and information more critical‚ intangible assets have replaced tangibles as a major source of shareholder value. Of these intangibles‚ brands are often the most valuable
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I T U T E A Product-Market-Based Measure of Brand Equity Kusum L. Ailawadi‚ Donald R. Lehmann‚ and Scott A. Neslin WORKING PAPER • REPORT NO. 02-102 • 2002 W O R K I N G P A P E R S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E A Product-Market-Based Measure of Brand Equity Kusum L. Ailawadi‚ Donald R. Lehmann‚ and Scott A. Neslin WORKING
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Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between China and the UK’s Consumers By Kwok Keung Tam 2007 A Dissertation presented in part consideration for the degree of “MSc International Business” Table of Content Page numbers Abstract i Acknowledgements ii Chapter 1: Introduction 1.1 The importance of brand image on fashion clothing 1.2 Background information of China and the UK clothing markets 1.2.1 China clothing market 1.2.1.1 Chinese
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player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. The company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree‚ its flagship brand. In this case study we will answer the following questions: 1. How would you describe the appropriate target
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RIGOR‚ J. & TAYAG‚ J. Brand is a name‚ sign‚ symbol‚ or design‚ or combination of these that identifies the maker or seller of a product or service . Although certain brands offers various product line and brand extensions‚ it does not mean that a brand is strong already. Note that years of existence do not also define a strong brand‚ rather to consider a brand a strong one the brand should have high brand equity; a clear brand positioning; and it must be competitive in the
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