INTRODUCTION Since the late 80s‚ brand equity (BE) has been regarded as one important marketing concept in both business practice and academic research as it gives marketers more competitive advantage through successful brands (Lassar‚ Mittal‚ & Sharma‚ 1995‚ p. 11). Although there are many researches about brand equity carried on by numbers of authors‚ most of their conclusions are consistent with Farquhar’s concept of brand equity as “the value added by the brand to the product” (Srinivasan‚ Park
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measuring brand equity of Nokia‚ Cadbury and SBI. Brand equity:- Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name Keller‚ Kevin Lane (2003). It is also the intangible‚ but real‚ value of words‚ graphics or symbols that are associated with the products or services offered by a business. In other words it is the value - both tangible and intangible‚ that a brand adds
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The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services‚ therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers‚ therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences
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DOVE Brand Equity A key part of DOVE’s success and where it differentiated itself from other personal care brands‚ increasing its brand equity‚ is the use of a different marketing approach when introducing the campaign for real beauty in 2004. This campaign gave women a feeling of identification and association with the brand and the products without even having tried them. Women could identify with the images they were seeing in the DOVE advertising campaigns which resulted in them being willing
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pertain to both brand equity and positions concepts. It will go on research the Apple brand by identify targeted market segments‚ how it developed its brand loyalty and where it chooses to position itself in the market. Introduction The Apple brand has taken on a life of its own over the last decade. The following explores one person’s opinions on Apple and why they are loyal to that brand over others. It will conclude by examining the various traits that helped to define Apple. Brand loyalty interview:
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Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present‚ technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently‚ Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product
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other small coffee chain. The same year‚ Schultz had raised $25 million in order to open more new stores across nation. By 2002‚ Starbucks had established as the dominant specialty-coffee brand in North America. Starbucks is even more impressive when the company spent almost null value in advertising the brand. Starbucks serves more than 20 million unique customers and operates in more than 5000 stores worldwide. SWOT Analysis Strengths * Innovation service * Lowest employee turnover rate
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Management Studies‚ Adipur request your valuable response to this questionnaire. This response will provide the basis for us to evaluate Brand Equity of mobile handset companies. Please note that the information provided by you will not be disclosed to anybody and is only meant for study purpose as a part of Marketing Research Project. 1. Which mobile phone brand are you using right now? (Select Only One) a. Apple b. Blackberry
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7up Brand Equity Brand Management AMAL BINMAHFOOZ 20/02/’12 Instructor: Asma Chang PepsiCo Mission and Vision At PepsiCo‚ we believe being a responsible corporate citizen is not only the right thing to do‚ but also the right thing to do for our business (2011). Our Mission Our mission is to be the world ’s premier consumer products company focused on convenient foods and beverages
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4‚ pp. 223-233‚ Apr 2012 (ISSN 2220-3796) Brand Elements Lead to Brand Equity: Differentiate or Die Mosarrat Farhana University of Dhaka‚ Bangladesh mosarrat_58@yahoo.com Abstract: The aim of this paper is to discuss brand elements and to explore its contribution to brand equity based on some relevant research reviews and some examples of prominent brands where brand elements have played a significant role to reach consumer’s head and heart. Brand is a combination of name‚ symbol or design‚ which
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