the field of brand equity, brand identity, challenges and opportunities of the approach how an SME should implement branding strategy. This chapter is structured as a conductor; it wills details border theories in the beginning to give an understanding of branding. The decision will then narrow down to theories that lighting the challenges of branding in an SME. 2.1 Choice of Theory The theoretical framework begins by discussing about three major elements to generate brand equity: brand awareness,
INTRODUCTION In Indian scenario the importance of branding in the retail market is felt from the high degree of competition that is prevalent in the market. This study brings to light the influence of Retail store Attributes on building brand equity. For the purpose of this study well established supermarket in Chennai city were chosen. The rapid changes in the Indian and global markets have led to the importance of understanding the concept of Brand Management. A brand refers to the name or symbol which
illustrate ‘Chanel Brand Equity of Virtual Brand Community in Thailand’. The objectives were to demonstrate: (1) Chanel brand associations that create brand image and engagement of virtual brand community in Thailand (2) Factors that result in Chanel brand equity amongst Chanel virtual community members and non-members in Thailand. (3) Different levels of brand equity that occurs between members and non-members of Chanel virtual community in Thailand. (4) The impact of Chanel brand equity on sub product
CONSUMER PERCEPTION OF BRAND EQUITY WITH REFERENCE TO CERA Mr. Tripurantakam Vikas II Year MBA Student, School of Management, SASTRA University, Thanjavur, South India. Email id: v.tripurantakam@gmail.com Dr. V. Srinivasa Kumar Associate Professor, School of Management, SASTRA University, Thanjavur, South India ABSTRACT Brand Equity is the added value with which a given brand endows a product. To gain competitive advantage through successful brands, strong Brand Equity leads to opportunities
one way that create a difference with your competitors is to build and creation of strong brand and try to rise your company’s profitability and try to reduce their marketing costs. Brand equity (BE) is observed as a critical and significant concept in both business practice and research on consumer behavior. We have seen that most of the Companies can achieve competitive advantage through successful brands. In a world of increasingly homogeneous products only strong
Value proposition Formal Definition: A value proposition (VP) is a statement that clearly identifies what benefits a customer will receive by purchasing a particular product or service from a particular vendor. Alternative Definitions: A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is a belief from the customer about how value (benefit) will be delivered, experienced and acquired. A value proposition is a statement which identifies clear, measurable
“In the consumer marketing, brands are often the initiating point of the difference between competitive proposals, so that they can be significant for organizations success. Thus, it is very important that brand’s management applied by strategic method. The brand is a fundamental product of a company. Brand equity shows a price difference that a powerful brand attract it in its sale in comparison with other brands. In recent researches about brand equity, there are two main prominent theoretical
2.2.3 Brand Loyalty High product sales can be explained in two different principles; the first concerned by many people buying the brand and the second concerned by that a few buying a lot. Ford (2005) referred the second principle to brand loyalty. A brand loyalty is a core factor in brand equity and should be taken in consideration when setting a value on a brand (Aaker, 1996). He continues saying that a highly loyal customer base is expected to bring in stabile sales and profit streams. When talking
2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education • Salience: awareness of the organization and its importance to the audience. Translated into the importance of marketing activities, advertisement and public relations communication efforts focusing on increasing the brand awareness. • Performance and Imagery: characteristics and visual representations of the brand, including reliability, durability, efficiency, style and design, value, personality
In the marketplace, some brands are more influential with a better brand image than others. In fact, as consumers, we inevitably have preferences. These differences between brands can be explained by several factors, the marketing strategy being a key element to a brand notoriety, or in other world, the brand equity. H.J. Heinz company is a food processing company that has been founded in 1869 by Henry John Heinz. This is one of the brands having seized the importance of a good communication, and