Factors Affecting International Brand Equity And Brand Image
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Factors Affecting International Brand Equity And Brand Image
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Author : Annie H. Liu
language : en
Publisher:
Release Date : 1995
Factors Affecting International Brand Equity And Brand Image written by Annie H. Liu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with categories.
Factors Affecting International Brand Equity And Brand Image
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Author : Akihiro Yoshikawa
language : en
Publisher:
Release Date : 1995
Factors Affecting International Brand Equity And Brand Image written by Akihiro Yoshikawa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business categories.
Factors Affecting International Brand Equity And Brand Image
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Author : Akihiro Yoshikawa
language : en
Publisher:
Release Date : 1997
Factors Affecting International Brand Equity And Brand Image written by Akihiro Yoshikawa and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business categories.
The Strategy Of Global Branding And Brand Equity
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Author : Alvin Lee
language : en
Publisher: Routledge
Release Date : 2015-03-02
The Strategy Of Global Branding And Brand Equity written by Alvin Lee and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-02 with Business & Economics categories.
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Brand Gender
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Author : Theo Lieven
language : en
Publisher: Springer
Release Date : 2017-10-06
Brand Gender written by Theo Lieven and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-06 with Business & Economics categories.
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Simon and Schuster
Release Date : 1994
Strategic Brand Management written by Jean-Noël Kapferer and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Contemporary Issues In Branding
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Author : Pantea Foroudi
language : en
Publisher: Routledge
Release Date : 2019-12-06
Contemporary Issues In Branding written by Pantea Foroudi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-06 with Business & Economics categories.
This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Connective Branding
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Author : Claudia Fisher
language : en
Publisher: John Wiley & Sons
Release Date : 2010-04-01
Connective Branding written by Claudia Fisher and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-01 with Business & Economics categories.
This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?
Brands And Brand Management
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Author : Barbara Loken
language : en
Publisher: Psychology Press
Release Date : 2023-04-28
Brands And Brand Management written by Barbara Loken and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-28 with Business & Economics categories.
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Brand Management In Emerging Markets Theories And Practices
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Author : Wang, Cheng Lu
language : en
Publisher: IGI Global
Release Date : 2014-06-30
Brand Management In Emerging Markets Theories And Practices written by Wang, Cheng Lu and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-30 with Business & Economics categories.
"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.