POLYTECHNIC OF NAMIBIA SCHOOL OF MANAGEMENT DEPT. OF BUSINESS MANAGEMENT RESEARCH METHODOLOGY (RMA411S) ASSESMENT 1 Student name: Rachel N. Nuukunde Student number: 201030020 Lecturer: Dr. Geoffrey Nambira Due date: 10 March 2012 at 10h00pm Table of contents Pages 1.1 Topic of the study 3
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Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal‚ providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum‚ so research into this arena becomes increasingly important. Given the potential for packaging to successfully achieve marketing goals; does research into packaging truly
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Analysis……………………………………………………………………………………….21 i. Demographics……………………………………………………………………………21 ii. Awareness………………………………………………………………………….……..23 iii. Importance of Factors influencing Purchase………………………………25 iv. Consumer Attitude……………………………………………………………….……27 • Private Label Vs National Brand: Brand Strategy………………………………….36 • Findings of Research………………………………………………………………………..….40 Section VI • Implications for Retailers……………………………………………………………………..41 • Suggestions ………………………………………………………………………………………...42 • Conclusion……………………………………………………………………………………………43
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1 0 T Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial
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struggling to look and feel the way society wants them to look. VS advertising connects with women‚ telling them that if they buy these items they can look this sexy. VS is connecting to the venerable side of women. The Functional relationships VS has with consumers is that everyone needs bras and panties. So‚ why not buy something you need and something you want for the price of one? When you walk into a VS store you have hundreds of colors‚ brands‚ styles‚ even materials to choose from‚ it makes shopping
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Brand Personality ► Brand personality is what distinguishes one brand from another or a particular brand from a product. is easier to intuitively understand brand personality rather than define it ► It Brand personality of DABUR ► Strong heritage ► Herbal or ayurvedic benefit ► Healthy ► Nurturing ► Consumers find it easy to deal with brands that have strong personality because it is easier to remember them. ► Ex : Parle G the largest selling biscuit in the low price segment
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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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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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MAERSK LINE vs. CA G.R. No. 94761‚ May 17‚ 1993 FACTS: Petitioner Maersk Line is engaged in the transportation of goods by sea‚ doing business in the Philippines through its general agent‚ Compania de Tabacos de Filipinas‚ while private respondent Efren Castillo is the proprietor of Ethegal Laboratories‚ a firm engaged in the manufacture of pharmaceutical products. On Nov. 12‚ 1976‚ Castillo ordered from Eli Lilly‚ Inc. of Puerto Rico 600‚000 empty gelatin capsules for the manufacture of his
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Brand IPL touches the sky Mumbai: After capturing the hearts and minds of millions all across the world‚ Indian Premier League has now crossed another landmark. According to a recent study by a UK-based brand valuation consultancy‚ the brand value of the IPL has more than doubled to USD 4.13 billion (over Rs 18‚000 crore) from USD 2.01 billion in 2009. Interestingly‚ brand IPL has a higher valuation than English Premier League club Manchester United‚ which is valued close to USD 3 billion.
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