Brand equity

rise of “brand world” in the twentieth century (Landa, 2006). In fact, currently brands are everywhere (Kapferer, 2011). The American Marketing Association offered the following definition of a brand as “A name, term, sign, symbol or any other feature that identifies one seller‘s product or service as distinct from those of other sellers.” (Bennet, 1995). On the other hand, Berry (2000) associated brands with a promise of future satisfaction. It is a blend of what the company says the brand is,…

In this modern day, to identify the merchant item or a service, a brand is needed. Name, design, term, sign or design, or a combination of these makes a brand. Besides, the essentialness of branding is to add value to the product or service (Kotler, Armstrong, and Harris, 2013). The Coca Cola Company is a very huge company with a massive number of brands, for instance, Coca Cola, Sprite, Coca Cola Life and Fanta (Coca Cola, 2016). Based on research, Coca Cola market capital is 192.8 billion U.S…

2.2.5.3 Brand Awareness Keller (1993) defined brand awareness as a length to which company’s brand and products are identified by potential customers and members of society in general. Author continued, that brand awareness can be related to the elements of brand identities in customer’s mind and that it reflects knowledge and recognition of the brand under numerous varied situations. Many researchers have stated that brand awareness is carrying strategic significances, as those largely…

However, it still can be determined. Brand strategy involves brand positioning, brand name selection, brand sponsorship, and brand development. Armstrong, G., & Kotler, P, 2015, p. 224). Brand positioning. The main idea of brand positioning is associating benefits when naming the product or service. Thus, the clay therapy could be described as “healthier body”. According to Armstrong, G., & Kotler, P (2015), “ the strongest brands go beyond attribute or benefit positioning. They are…

In its core, a brand is a promise that the seller provide to buyers constantly for certain products, benefits and services. Brands guarantee the best quality of goods and services. Thus, in terms of the image, it may have the following meanings: a) Product Characteristics' brand - consumer memory recalls certain product attributes; the company can use one or more of these attributes that makes a creative product; b) Benefits - people buy advantages, which are why product's attributes are…

fading brand: Nokia Introduction Mobile phone industry went through the revolution after smartphones were introduced for the first time in 2007 and companies like Apple, HTC, Blackberry, and Samsung started the race to get the biggest piece of constantly growing highly attractive market. Nokia’s past strong brand equity was strongly touched by it, and it required instantaneous brand revitalization. In this report we will concentrate on Nokia’s efforts at reinforcing and revitalizing brand…

be influenced if a product has higher brand awareness (Dodds, Monroe, & Grewal, 1991; Grewal, Monroe & Krishnan, 1998). Macdonald and Sharp (2000) mention that even though consumers familiarize and are willing to purchase a product, brand awareness is still an important factor to influence purchase decision. When consumers want to buy a product, and a brand name can come to their minds at once, it reflects that product has higher brand awareness. Moreover, Brand awareness plays an important role…

1. Brand equity Brand leadership One of the FNB’s core value proposition of entrenching their competitive advantage and increasing their market share has been through their brand appeal together with the experience consistency for its customers as well as the prospective customers. According to Aaker & Joachimsthaler (2012), brand equity is an asset that forms a basis for competitive leadership in the long run. The unique resource base of an organization has a direct influence on its strategy…

Visual analysis of brand campaign The first video is starred by American ballet theatre ballerina soloist Misty Copeland, which is her own real experience. The video start with smoothing music and a voiceover which is reading a rejection letter from a dance academy, while Misty Copeland’s professional dance movement presents a striking contrast with the reason of rejection. In the later part of the video, the passionate background music and her elegant dancing posture take audiences’ emotions…

Brand personality is a set of traits consumers assign to a product or a brand and to which they can relate to. The bigger the brand equity, the more consistent and qualitative the set of traits that complement it. A brand’s personality can just as easily as a person’s be divided into 5 key elements, that being openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. The first stands as a brand’s orientation towards novelty and innovativeness, the second refers to…