Brand Equity to Customer Loyalty An examination of brand equity leading to customer loyalty in the clothing industry using the Loyalty Ladder model. Abstract Purpose - The aim of this paper is to examine if there is a correlation between brand equity and brand loyalty. The author will research the sources of brand equity for three international clothing companies: Abercrombie & Fitch‚ Marks & Spencer‚ H&M and apply each company to the Loyalty Ladder. Methodology – Secondary literature
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Building Brand Airtel The telecommunications industry in India has seen phenomenal growth over the past decade with the number of mobile subscribers currently in excess of 951 million.1 Airtel dominates this market with a 30.2% market share by revenue but the competition isn’t far behind. Vodafone is a close second with 22.7% market share by revenue and is showing a strong growth trajectory.2 However‚ with mobile penetration upwards of 75% there is little room for such exponential growth to continue
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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 in
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Brand equity DirecTV Company has a great promotion which includes its offers for a limited time. The company strategy is to promote their limited time deals to gain and attract more clients by focusing on high quality and value offers to its customers. Furthermore‚ one of the main important elements to introduce the DirecTV’s brand‚ is their ability to satisfy all the clients by offering a reasonable price which is 29.99$ with premium services. In this case‚ DirecTV is offering more than 150 channels
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Salience Dimension: Brand Recall Saliency happens when you are memorable. This implies that a brand needs to be registered in the minds of the consumers. In a commodity market‚ like that of the Plywood‚ which does not seem that exciting to the customers‚ CPIL has worked towards establishing brand recall quite successfully. Its association with Bollywood since 2009‚ has help it to establish its brand and set standards for its products. In 2009‚ CPIL promoted its brand through Shah Rukh Khan‚ with
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RED BULL: BUILDING BRAND EQUITY IN NEW WAYS 02-05-2011 Question 1: Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country? Answer: Red Bull has a strong marketing strategy for communicating product value to customers. The strategy for building the brand has been created around a simple goal. Whenever a consumer is in need of energy‚ the company wants then to automatically think of Red Bull. The brand uses traditional media channels
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11 100 Night airtel local mins (11pm-6am) 9.79 1.21 7 days discounted tariff recharge 12 120 Local+National SMS 10.53 1.47 10 Days SMS recharge 13 120 Min of 2G Internet 11.57 1.43 2 Days 2G internet recharge 14 30 All Local Minutes for 2 days 12.46 1.54 2 days discounted tariff recharge 15 15 talktime and 5 night A2A mins 13.35 1.65 1 day top up recharge 17 local Airtel calls @35p/min. First 120 Local Airtel seconds charged
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1) Define Real Madrid’s brand platform by describing the following: a) Brand Identity Real Madrid has a very powerful brand identity. It is always on top of everyone’s list when speaking about football clubs. In essence‚ Real Madrid’s core brand identity is that it as a well renowned football club that has been prevalent for over a hundred years. It is known for greatness‚ competition‚ class‚ top notch talent and being champions. The extended identity also stands for: Product offering: High quality
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1 BRAND EQUITY OF PROCTOR & GAMBLE Introduction This paper will answer question regarding the marketing strategy and case study of Proctor & Gamble. Proctor & Gamble Success Factor P&G has a global leader position in the consumer goods industry with many well known premium products in its portfolio like: - Fabric and Home Care: Tide‚ Cascade - Baby‚ Feminine and Family Care: Bounty - Beauty Care: Max factor‚ Cover Girl‚ Head & Shoulders - Health Care: Crest - Food and Beverage: Folgers Coffee
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IMPACT OF INFORMATION TECHNOLOGY ON MARKETING: A CASE STUDY OF AIRTEL COMPANY (Abstract) Information technology affects marketing in many ways. Some of these save labor and provide service. Others create entirely new products and new organizational forms. Still others enhance marketing operations in ways that can change their character. An example of the latter is now taking place behind the scenes in the consumer packaged goods industry‚ where a new generation of data is producing a discontinuity
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