Honours Dissertation – MKT10932 Dissertation Outline Student Name : | Huen Ho Ki | Matriculation Number : | 40073098 | Title: | A study of building and measuring brand equity in hospitality industry | Comments: | | Mark( /25) | Marked by : | Date : | Background to the Study and Overall Research Aim: If growing brand equity is the key to future business success‚ it makes sense that one should have a way to quantify and measure such equity. (Keller‚ 1997‚ pp.372-379)
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Buyer Power : Unilever’s buyers are scattered all around the world and they are in billions. In true sense they are not so powerful to pull prices down. But on the other hand it is easier for the customers to switch to a competitor. So Unilever has to be very precautious in deciding about prices and keep the customers satisfied. Competitive Rivalry : In consumer products business Unilever has a large number of competitors and these competitors are in reality very strong. They range from small
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coffee‚ confectionery‚ dairy products‚ ice cream‚ pet foods and snacks. 29 of Nestlé’s brands have annual sales of over 1 billion Swiss francs (about $ 1.1 billion)‚[3][5] including Nespresso‚Nescafé‚ KitKat‚ Smarties‚ Nesquik‚ Stouffer’s‚ Vittel‚ and Maggi. Nestlé has around 450 factories‚ operates in 86 countries‚ and employs around 328‚000 people. It is one of the main shareholders of L’Oréal‚ the world’s largest cosmetics company.[6] Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk
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taking its place as part of the Malaysian psyche and part of the community. Today‚ the Company employs more than 5000 people and manufactures as well as markets more than 300 Halal products in Malaysia. Its brand name such has MILO®‚ NESCAFÉ®‚ MAGGI®‚ NESPRAY® and KIT KAT® have become trusted household names and enjoyed for generations.” Required: You are required to analyse the financial performance and financial position of Nestle Malaysia for the 2011 and 2010. (Please obtained the annual
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Customer-Based Brand Equity (CBBE) (Keller‚ 2008) Salience Zara is a well-known and ranked number one clothing brand in Spain‚ and it is the brand chain store of the Inditex Group owned which ranked number three in the world (INDITEX Group‚ 2012). Zara used fast fashion model – limited and variety. Zara resist a trend within the worldwide industrial- product manufacturing in low-cost area. That prove its product has a certain quality. Related to fast fashion‚ Zara has asserted that it only
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and determine the true personality of the newspaper. The brand audit covers the key attributes that are associated with Jang‚ the specific needs that the newspaper caters to and which particular the target market that it serves. Finally the audit has CBBE model that identifies the equity of the brand and certain recommendations for the brand. APPROACH The audit is mainly based on Internet research and consumer insights. BRAND JANG NEWSPAPER Jang newspaper is regarded as a premium brand in Pakistan
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1.0 Current Marketing Situation 1.1 Introduction to Noodle Market • Noodles are a value added item made from flour. Amongst processed cereal products in India‚ noodles have a share of output and constitute the largest segment in this sector of the processed food market. • Noodles can be classified according to type of raw materials used in their manufacture‚ the type of manufacturing method used‚ and the form of the product on the market and the size of the noodle strands. • The most
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continue to be the key trends in soup. Unilever Bestfoods Brasil Ltda‚ for instance‚ invested in Knorr Vitalie‚ a product with reduced fat and low-sodium content‚ that has sold 20% more than the traditional version‚ while Nestlé Brasil Ltda released Maggi Integralle‚ which is a dehydrated soup with high fibre ingredients‚ 25% less sodium and no saturated fat‚ in mid 2011. Ajinomoto Interamericana Indústria e Comércio Ltda promoted Vono‚ the leading company in instant soup‚ launched instant soup in larger
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aims to be the market leader and to provide at least one leading brand for each product line. In this context‚ the company’s brands and patents are critical. Nestle market their products under six strategic global brands: NESTLE‚ NESCAFÉ‚ NESTEA‚ MAGGI‚ PURINA and BUITONI. Local trademarks are also registered to accommodate the diverse cultural nuances around the world. Vision and Mission: Nestle has a long established history of carrying out extensive R&D with dedicated Product Technology
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Strategic Brand Management Strategic Brand Management Ciela Irambona IBP-‐ESDES 25 October 2012 1. What are the main sources of equity for the brand? Brand equity helps the customers to recognize the brand among other brands quickly and to simplify the buying decision process. It is the differential effect of brand knowledge on consumer responses to the marketing of a brand. The two components of Brand equity are Brand awareness
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