A Case Study of International Brand Management: Comparison of Lexus Brand Management in Brazil, United States and Japan.
A CASE STUDY OF INTERNATIONAL BRAND MANAGEMENT: COMPARISON OF LEXUS BRAND MANAGEMENT IN BRAZIL, UNITED STATES AND JAPAN.
Wakayama University Graduate School of Economics Supervisor: Sotaro Sasaki Author: Ana Cecilia Fernández Pedrozo Student Number: 17410030
Table of Contents
INTRODUCTION································································································ 1 I. ANALYSIS OF THEORETICAL BACKGROUND·············································· 4 I.1.
BRAND MANAGEMENT ··········································································· 4
I.1.1. Creating Brand Equity and building strong brands ················· 4 Brand loyalty ············································································ 4 Brand awareness ······································································ 5 Perceived quality ······································································ 6 Brand associations ··································································· 7 I.1.2. Brand identity system ···························································· 8 Brand as a product ··································································· 9 Brand as an organization ·························································· 9 Brand as a person (brand personality) ··································· 11 Brand as a symbol ·································································· 13 Core and Extended Identity ·························································13 The prism of identity ···································································14 I.1.3. I.1.4. Value Proposition································································· 15 Brand Positioning································································· 15 Part ··························································································16
Target audience
Wakayama University Graduate School of Economics Supervisor: Sotaro Sasaki Author: Ana Cecilia Fernández Pedrozo Student Number: 17410030
Table of Contents
INTRODUCTION································································································ 1 I. ANALYSIS OF THEORETICAL BACKGROUND·············································· 4 I.1.
BRAND MANAGEMENT ··········································································· 4
I.1.1. Creating Brand Equity and building strong brands ················· 4 Brand loyalty ············································································ 4 Brand awareness ······································································ 5 Perceived quality ······································································ 6 Brand associations ··································································· 7 I.1.2. Brand identity system ···························································· 8 Brand as a product ··································································· 9 Brand as an organization ·························································· 9 Brand as a person (brand personality) ··································· 11 Brand as a symbol ·································································· 13 Core and Extended Identity ·························································13 The prism of identity ···································································14 I.1.3. I.1.4. Value Proposition································································· 15 Brand Positioning································································· 15 Part ··························································································16
Target audience