What is Brand Equity, Anyway?
Author : Paul Feldwick
Publisher :
Page : 148 pages
File Size : 32,16 MB
Release : 2002
Category : Advertising
ISBN : 9781841161099
Author : Paul Feldwick
Publisher :
Page : 148 pages
File Size : 32,16 MB
Release : 2002
Category : Advertising
ISBN : 9781841161099
Author : John Philip Jones
Publisher : SAGE
Page : 408 pages
File Size : 22,54 MB
Release : 1999-07-13
Category : Business & Economics
ISBN : 9780761912439
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author : C. Torelli
Publisher : Springer
Page : 189 pages
File Size : 37,40 MB
Release : 2013-11-19
Category : Business & Economics
ISBN : 113733195X
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Author : Michael Burger
Publisher : BoD – Books on Demand
Page : 14 pages
File Size : 23,5 MB
Release : 2012
Category :
ISBN : 3848228505
Author : Steve McKee
Publisher : Macmillan
Page : 258 pages
File Size : 37,85 MB
Release : 2014-01-07
Category : Business & Economics
ISBN : 1137278846
"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
Author : Veselinova, Elena
Publisher : IGI Global
Page : 400 pages
File Size : 50,96 MB
Release : 2017-07-13
Category : Business & Economics
ISBN : 1522524185
The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.
Author : Alvin Lee
Publisher : Routledge
Page : 244 pages
File Size : 49,30 MB
Release : 2015-03-02
Category : Business & Economics
ISBN : 1317525213
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Author : Charitha Harshani Perera
Publisher : Springer Nature
Page : 284 pages
File Size : 47,39 MB
Release : 2022-09-30
Category : Business & Economics
ISBN : 9811950172
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Author : Muhammad Waseem Bari
Publisher : Frontiers Media SA
Page : 281 pages
File Size : 27,23 MB
Release : 2023-04-06
Category : Science
ISBN : 2832518567
Author : William Douglas Neal
Publisher : South Western Educational Publishing
Page : 0 pages
File Size : 17,91 MB
Release : 2008
Category : Brand loyalty
ISBN : 9781587992049
Why do some companies exhibit long-term financial growth while their competitors show erratic or declining performance? Value Creation: The Power of Brand Equity is a framework for success that empowers CEOs, CFOs, CMOs, investors, and other stakeholders to better understand and manage their firma s most valuable asseta their brands. Everyone who reads this book will develop a much deeper understanding of brands and brand equity, how they create meaning and value, and how they can be leveraged to improve long term financial performance. When a firma s values are in alignment with their branda s promise, value is created in the form of brand equity, and that brand equity can be leveraged to drive sustainable competitive advantage and superior financial performance. Measurement and brand performance tracking are key. The authors demonstrate a measurement system that allows the brand owner to measure brand value and brand equity and diagnose a branda s strengths and weaknesses in the marketplace. Ron Strauss and Bill Neal each bring 35-plus years of in-the-trenches marketing and marketing research observations and experiences with some of the worlda s leading companies. Their ideas and concepts are new and powerful, and are sure to stimulate much thought and discussion on the part of practitioners, academics and students. Best of all, Neal and Strauss show the reader how to improve performance in a way that is understandable and actionable.