"Brand Equity" Essays and Research Papers

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Brand Equity

Brand Equity A brand represents a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Without a recognizable brand, a product is but a mere commodity. It’s more than just a name, term, symbol, etc. – a brand is everything that one company’s particular offering stands for in comparison to other brands in a cate-gory of competitive products. As the value...

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Brand equity

the top of the global brands with an estimate value of &78 billion. IBM has closely behind with 71$ billion. Despite those two businesses have totally different of business nature, these two firms have a significant common characteristic which is the value of their brand is extremely high. However, the value of branding isn’t only reveal in those two firms but the entire market has the common factors which are the most successful firm always has a high value of their brand. Branding is one of the...

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Brand Equity

Brand equity  Brand equityis a phraseused in the marketing industry which describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names.[1][2][3][4] Another word for "brand equity" is "brand value". Some marketing researchers have...

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Brand Equity

Page Introduction 3 What is Brand Equity? Role of Brands The Scope of Branding Theoretical Perspectives 4 Brand Equity Models Brand Asset Valuator Brand Resonance Pyramid Building Brand Equity Measuring Brand Equity Managing Brand Equity Conclusion ...

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Brand Equity

Brand management, one of the most interesting marketing measures, allows you to understand how brand equity is built and well maintained by MNCs. You will understand how to add value to your product, differentiate it from others and finally, position your offerings as the best or most appealing in the market. However, it will be completely hidden what you are going to do in future. So, let’s see what is going to be your actual job? Suppose, you are Mr. Jonathan and you are appointed as a Brand manager...

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Dove Brand Equity

DOVE Brand Equity A key part of DOVE's success and where it differentiated itself from other personal care brands, increasing its brand equity, is the use of a different marketing approach when introducing the campaign for real beauty in 2004. This campaign gave women a feeling of identification and association with the brand and the products without even having tried them. Women could identify with the images they were seeing in the DOVE advertising campaigns which resulted in them being willing...

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Evaluation of Brand Equity Summary

Evaluation of Brand Equity Measures: Further Empirical Results Conceptual Background: There is no consensus about what brand equity means and how a firm can measure the value of a brand, hence not possible to evaluate marketing interventions in terms of their ability to enhance brand value. Agarwal and Rao (1996)- The ability of ten consumer based measures of brand equity to estimate individual choice and market share, and the relationship between these measures. The underlying assumption...

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Marketing and Brand Equity

The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services, therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers, therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences...

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final BRAND EQUITY ASSIGNMENT

 UNILIVER BRAND EQUITY Strategic Brand Management Assignment Student ID: Table of Contents I/ INTRODUCTION 2 II/ Definition of brand equity 2 III/ BUIDING BRAND EQUITY 2 IV/ CUSTOMER BASED BRAND EQUITY 4 V/ BENEFITS OF BRAND EQUITY 5 V / CONCLUSION 6 APPENDICES 7 REFERENCES 10 I/ INTRODUCTION Brand equity is one of the important ideas in brand management, marketing, in business practice or academic research. Improving and properly creating brand equity has been focused problem for most...

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red bull case study

Case Study Discussion-Red Bull Describe Red bull’s source of brand equity. Do these sources change depending on the market or country? (I) (a)Definition-Red bull defined as a “functional energy drinks” in western markets, the beverage meant to be consumed for energy, not for enjoyment purpose. It be named “Red bull” make customer to associate about energy and power.(red color and bull). The version of content included: Caffeine, taurine, and glucurononolactone .(b)The properties claimed...

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