Introduction BUSINESS INDUSTRY OVERVIEW The size of the retail industry in Malaysia is big in size as it covers most shops and markets. Malaysia is quite a big country with a sizeable population that forms the perfect customer base that supports business industry. The industry is categorised according to the size‚ location and the types of products offered. According to size‚ there are convenient stores‚ shops‚ supermarkets and hypermarkets. Location wise‚ there are retail outlets and departmental
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build brand equity Contents I. Introduction II. What is brand equity? • Definition: Brand equity • Sources of brand equity • Positive brand equity vs. negative brand equity III. Creating brand equity • Brand position • How to create brand equity? - Selecting brand elements - Integrating with marketing activities - Creating secondary brand associations IV. Summary and Conclusion V. References Introduction In modern society‚ brands play
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LITERATURE REVIEW Definition of ’Brand Awareness ’ The likelihood that consumers recognize the existence and availability of a company ’s product or service. Creating brand awareness is one of the key steps in promoting a product Brand Awareness is the 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
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“Global Brands vs. Local Brands” A big issue facing the international marketing world today is whether global branding is better then local branding. Consumers all over the world have many different opinions on whether they like purchasing products from big corporate‚ multicultural companies or the local mom and pop shops that they have grown to know‚ and became comfortable with. The pros and cons of both global and local branding vary from good and bad. In my opinion local branding are still
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PROJECT REPORT COMPARTIVE ANALYSIS OF DIFFERENT BRANDS OF FMCG INDUSTRY MASTER OF BUSINESS ADMINISTRATION (MBA) OF PUNJAB TECHNICAL UNIVERSITY (PTU) Submitted to Submitted by Mrs. Gitanjali Bhatnagar Vipan Kumar DR. IT Group of Institutes BANUR (PUNJAB) PREFACE Practical exposure imbibes an integral part of management studies. One cannot rely merely upon the theoretical knowledge
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PRINCESS A Celebrity Brand Strategic Fashion Management A report by Psyche Kuo 2010-11-15 Contents 1. Introduction 3 2. Shoes fit for a Princess 3 3. Tamara Mellon Part co-owner‚ Part celebrity 4 4. Power of Media 6 5. Potential crises 8 * Fast fashion use the celebrities power * Celebrity brands * Celebrities’ scandals
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Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Robert DeYoung August 04‚ 2014 Abstract The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation‚ building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements‚ which promote products that make
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Evaluation of Brand Equity Measures: Further Empirical Results Conceptual Background: There is no consensus about what brand equity means and how a firm can measure the value of a brand‚ hence not possible to evaluate marketing interventions in terms of their ability to enhance brand value. Agarwal and Rao (1996)- The ability of ten consumer based measures of brand equity to estimate individual choice and market share‚ and the relationship between these measures. The underlying assumption in
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Brand Expansion plan for Lululemon Current Brand Introduction For a long time‚ Lululemon has been a successful brand in apparel industry. Even though Lululemon has a complete male’s line with good quality apparels‚ females make up the company’s main customer groups. The brand images of Lululemon are yoga‚ comfortable clothing and good quality. Lululemon’s production line is largely based on yoga-inspired athletic apparels. For branding strategy‚ the company developed brand communities to make
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OVERVIEW OF A LUXURY FASHION BRAND AND WHY IT HAS BEEN AND CONTINUES TO BE SUCESSFUL Name: Tutor: Course: Date: Introduction The fashion industry is very competitive. Company that venture in fashion should therefore have a proper marketing strategies that will make it have competitive advantage over the other companies. Most companies engaging in fashion have therefore turned to luxury brands being that there is global interest in fashion. Based on the environment that the businesses
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