Equity theory

As observed by Fill (2013), successful brands deliver consistently on their promises, by meeting or exceeding expectations, and in doing so reinforce the positioning and performance. Moreover, much attention has been devoted to the concept of brand equity (Aaker and Biel, 1992; Leuthesser 1988; Maltz 1991). In a general sense, it is defined in terms of marketing effects uniquely attributable to the brand – for example, when certain outcomes result from the marketing of a product or service…

usage is studied through frequencies of purchasing, the legitimacy and utility of needs. The behavioural perspective on this concept needs an interdisciplinary approach. The relation of brand with its customers surpasses marketing and psychological theories. It arouses emotional state of unicity, trust, loyalty, so one must love a brand in order to become a lovemark. That means it is endowed with emotion - this is the ingredient of two states of spirit (loyalty and attachment). Levi's is a…

Kotler and Keller (2012) add that brand equity is also assets such as trademarks, patents and distribution channels that are associated with the brand. Scholars also related brand awareness to brand equity as one of its dimensions. Aaker (1991) first associates brand awareness with brand equity. In Aaker’s brand equity model (1991), five components are identified: brand loyalty, brand awareness, perceived quality, brand associations and other proprietary assets. Brand awareness is consumers'…

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…

Consumers’ purchase decision can 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…

In the article “What We Are to Advertisers”, James B. Twitchell argues that “advertising is not just to brand parity objects but also to brand consumers” (182). Rosser Reeves, a skilled advertiser, tried to convince different groups of people that quarters had meaning and value. The consumer’s view of products is called positioning. The consumer must feel like the product they are buying has value and is better than competing products. I have had experience of witnessing many competing companies…

It can be done by retaining and attracting loyal customers. According to the author loyal customers are well experienced customers. The bonding between brand equity and service loyalty is the main objective of the author. It is found that there is some relationship between consumer behavior and customers willingness to pay. Habit and convenience makes the customer to return to the same service supplier. In maintaining…

Group Assignment 1- Product innovation by Dr. Reddy’s Laboratories Product Name- Metsmall Subject- Product & Brand Management by Dr. Sanjay Patro Group Details- Sl.No. Description SID ID 1 Sumiran Kumar Ghosh RB 15027 2 Tejaswini Mantha RB 15035 3 Vikas Raj RB 15053 Table of Contents: 1. Executive Summary 2. Metsmall- a smart decision - Introduction - Types of diabetes - Epidemiology in India - Treatment Guidelines 3. Market summary - Target customer segment - Target…

2.1 What is Brand Loyalty? Brand loyalty is the consumers’ decision to repurchase a product of the same brand rather than the brand of a competitor. However, when defining brand loyalty, an important distinction needs to be made between true brand loyalty and spurious brand loyalty. Bloemer and Kasper (1995, p. 313) defines true brand loyalty as “the biased (i.e. non-random) behaviorial response (i.e. purchase) expressed overtime by some decision-making unit with respect to one or more…

Brand awareness consists of brand recognition and brand recall performance. Brand recognition is how far consumers can correctly identify the specific product or service just by looking at the product or service logo, tag line, packaging or advertising campaign. Thus, we can simply conclude that brand recognition requires that consumers to be able to recognize the brand as having been seen or heard previously (Keller, 1993). Brand recall relates to consumers ability to retrieve the brand when…