Customer equity

company. In order to have customers and businesses, there must be a need of exchange of products and services. According to Southern New Hampshire University (2015), “The product offering, which is the heart of any organization’s marketing program, is always the launching point in the creation of the marketing mix” (p. 1). A product or service is what attract customers to satisfy their needs, wants and lifestyles. However, companies must research and determine customers’ preferences, tendencies…

2.11 Brand Perceived quality Perceived quality is where the quality of the brand is seen by the consumers. It is one of the main element in the brand equity concepts. There is a link between price of the brand and knowledge of the quality of brand. A well recommended brand always has a high price. The high quality of brand become the sign of high price of brand to the consumers. The quality of brand always concerned with high associate for consumer buying a special brand. However, when the…

(Keller 2013). It is believed that customers are truly in charge of the brand, any new marketing strategies should be carried out from customers’ perspective. In other words, it is whether customers will accurately response to marketing activities and refresh their brand knowledge in the expected way that matters. For the future five years MYER’s brand management, proactive recommendations are designed to maintain and enhance MYER’s customer-based brand equity over time. 5.1 Consistency between…

Brand equity is an important part of the brand’s thinking because it is how consumers view and think of the brand. Brand equity influences how the brand is positioned and what types of marketing strategies that can be effective in promoting the brand. A brand’s equity is also very hard for a company to change because it is how a consumer perceives and feels towards a certain brand and…

4.1 Research hypothesis Based on the above conceptual model various hypotheses have been developed that evaluates the impact of customers’ prior product knowledge, persuasiveness of online reviews have on their purchase intentions, consumer based brand equity and attitudes toward the perfume brands in a specific market. In an effort to give a better insight of the variables that are going to be used in the survey, a brief definition of each variable will be provided. Dependent variables are…

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…

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 contribute to the conclusion of brand equity and customers’ buying behaviour. Fur-thermore, Baker et…

will be levied and Coca Cola uses rebranding strategy to educate customers about the taxation imposed on sugar and health benefits introduced by this sugar-free product. The rebranding strategy is changing the company business circumstance and initiating a new element e.g., logo, slogan, rename etc. to the brand. However, Coca Cola’s rebranding strategy posed a negative image to its newly launched product, because of the customer loyalty in terms of the previously released product which could…

could be name word or symbol. Brand names can easily spoke. Most of the brand names are comes from their founder. Brand name should be easy because it helps customers to recognize and pronounce easily. Color and Logos. Color and logos are graphic symbol that helps to identify the product. Color and logos are non-spoken symbol but the customers can identify the product through their color and product. For example, blue color is associated with Pepsi. Shape; brands can be identify with their…

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 equity, as well as offer few suggestions on how to improve the process. At the beginning Nokia’s current problematic situation will be defined as well as closer…