T U T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W O R K I N PAPER G • REPORT P A NO. P E 01-107 R • 2001 S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING
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| | Running Head: BRAND EQUITY AND POSITIONING Quaker Oats – Brand Equity and Positioning Abstract Brand equity and positioning are integral parts of any marketing campaign. Any product or service needs to provide value to its customers in order to be successful. A personal interview and research reveal information about the Quaker Oats brand‚ how it created equity and its position in the market. Having a solid foundation and keeping up with changes in trends and society are the keys to a
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|Building the Johnnie Walker Brand | |Amitava CHATTOPADHYAY‚ Nina Paalova | |INSEAD Case Study: Building the Johnnie Walker Brand | |Copyright: 2006 INSEAD
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Customer-Based Brand Equity for Global Brands: A Multinational Approach Eda Atilgan Serkan Akinci Safak Aksoy Erdener Kaynak ABSTRACT. Focusing on the dimensions and measurement‚ this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries—USA‚ Turkey‚ and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality‚ brand loyalty‚ brand associations‚ and brand trust
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Brand equity is considered a key indicator of the state of health of a brand‚ and its monitoring is believed to be an essential step in effective brand management (Aaker‚ 1991‚ 1992). Both researchers (e.g. Shocker et al.‚ 1994) and practitioners (e.g. Biel‚ 1992) have argued for the importance of understanding the concept of brand equity. Country of origin is another important variable influencing consumer perceptions of brands (Hulland‚ 1999) and brand images (Ahmed et al.‚ 2002). In the present
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Coursework Assessment One Individual Case Study “Loreal” Dubai Campus 2013/14 Name: Chelsea Tina Potgieter Student Number: M00369950 Module Number & Title: MKT3130 International Marketing Module Leader: Dr. Alun Epps Seminar day: Wednesday; 17:00 pm Assessment ONE: Individual Case Study Report (40%) Thurs 20th February 2014 4:00pm Each student will be provided with a case study and will be required to write a report on the case study based on three questions
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Introduction This following paper outline an Integrated Marketing Communication (IMC) plan for Subway restaurants. The plan will discuss the promotion of Subways’ 50th anniversary of operation. Advertising and internet marketing strategies will be used to raise awareness towards the target market of health conscience adults from the age 18 - 32. Subway is the second largest franchise quick-service restaurant globally‚ aside by Mcdonalds. It offers a while selection of submarine sandwiches‚ soups
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Midterm Paper: What role do brands (or ingredient brands) play in business markets? 12/03/12 Branding has always been more acknowledged in consumer markets than in business markets. The latter has not received much attention in terms of the influence of brands on decision-making process because of the complexity of its environment. In B2C‚ products are more standardized‚ mass marketing is used and the relationship between buyer and seller is impersonal
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Case Study 9 Lenovo’s brand building strategies: Taking the competition to competitors with “transactional model” Suggested case discussion questions Q1 Explain Lenovo’s early strategizing efforts and its future plans Lenovo has production and distribution facilities in the US‚ UK‚ Mexico‚ Malaysia‚ Hungary‚ China and Brazil. This growth has been achieved through innovation‚ operational efficiency and customer satisfaction. The acquisition of IBM’s PC division helped it become the
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Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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