2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender‚ age‚ and socioeconomic class‚ as well as such classic personality traits as warmth‚ concern and sentimentality. Brand Personality like human personality‚ is both distinctive and enduring. For example‚ one analysis found Coke to be considered real and authentic whereas Pepsi was
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Brand Architecture • Brand architecture is the structure of brands within an organizational entity. • It is the way in which the brands within a company’s portfolio are related to‚ and differentiated from‚ one another. Brand Architecture • There are three key levels of branding: • Corporate brand‚ umbrella brand‚ and family brand - Examples include Godrej‚ Samsung‚ LG‚ Sony • Endorsed brands‚ Dual ‚ and sub-brands - For example‚ Nestle KitKat‚ Cadbury Dairy Milk • Individual product
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Brand Personality Definition Have you recently come across statements like “Brand X is rugged and macho with a spirit of adventure and freedom” or “Brand Y is stylish‚ trendy‚ younger and competitively priced”? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traits
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Physique according to him is the basis of the brand. –E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust” •Personality is same as Aaker‚ it answers the question “what happens to this brand when it becomes a person?” •Culture symbolizes the organization‚ its country-of-origin and the values it stands for. –E.G. traditional brands like balsara‚ dabur and zandu. Relationship is the handshake between consumer and the organisation. –E.G. the
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Internal and External Equity Comparison Vaughn V. Van Over HRM/324 June 29‚ 2015 Professor Rebekah Benson Times change and as a result businesses have to change. Today ’s businesses face a very competitive globalized economy. For any organization to be successful in that market they have to take a substantial stand toward equity. Equity can affect an organization ’s ability to attract new employees‚ motivate current employees‚ and retain the best employees. All companies regardless of
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Understanding Hofstede’s 5 Cultural Dimensions Geert Hofstede devoted over a decade to researching cultural differences and developed an internationally recognized model of cultural dimensions. There are five main dimensions of culture that serve as a guide to understanding intercultural communications‚ business‚ and effective social exchange. The five dimensions are Power Distance‚ Individualism‚ Masculinity‚ Uncertainty Avoidance‚ and Long-Term Orientation and were developed to provide a method
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Brand Community Introduction During the last fifteen years‚ there are many popular subjects: relationship marketing and brand building‚etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem‚more scholars focus on the relationship between consumer and brand‚ but Muniz and O’Guinn(2001) did more research on the relationship among consumers
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43% Rate of Return on Assets = Net Income / Average Assets = 130‚000 / 1‚200‚000 = 10.83% Return on Common stockholder’s equity = Net Income / Average common stockholder’s equity = 130‚000 / 500‚000 = 26% The firm’s total assets equal $1‚200‚000‚ but the common stockholder’s equity is only $500‚000. It indicates that balance $700‚000 are liabilities or debt. The company has an interest expense of $120‚000 and it shows that there
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Orientation – Past‚ Present‚ Future Basic Human Nature – Evil‚ Neutral/Mixed‚ Good Activity Orientation – Being‚ Contain/Control‚ Doing Relationships among People – Ind. Group‚ Hierarchical Space Orientation – Private‚ Mixed‚ Public Hofstede’s Dimensions of Cultural Values (1980‚ 2001) – work-related values Individualism / collectivism Low / High Power Distance Weak / Strong Uncertainty Avoidance Masculinity / Femininity (Mas – tough‚ value of success‚ money; Fem – tender‚ personal relationship
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operating in India have business models that are tailor-made to local markets and customs. After the economic liberalization of 1991‚ many MNCs have entered India. Today‚ global companies having subsidiaries in India include Unilever‚ Nestle‚ BATA‚ Colgate Palmolive‚ Procter & Gamble‚ General Electric‚ General Motors‚ Ford‚ Pepsi and Coca-Cola. Historically‚ the main reason for the entry of MNCs into India was to jump the tariff wall. High import duties ruled out the option of exporting
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