| brand equity management system: Managing Brand Equity David A. Aaker, 2009-12-01 The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn |
| brand equity management system: Strategic Brand Management Kevin Lane Keller, 2003 Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers. |
| brand equity management system: BRAND MANAGEMENT MATHUR, VIBHA, ARORA, SALONI, 2024-08-01 Every firm faces stiff competition from its rival business partners. To remain competitive in today's fast paced world, it is important to manage the art and science of brand management efficiently. The objective of this book is to offer a detailed, effective and comprehensive knowledge regarding the intricacies of brand management. A successful brand needs to stand out and create a strong image to remain competitive and successful in the market. KEY FEATURES • Syllabus based on UGCF 2022 NEP 2020 • Interesting facts to inspire students' curiosity • Real-life case studies for easy grasping of the subject • Captivating ads and easy to remember flow charts • Written in simple language • Chapter-end summary for quick recapitulation • Review questions for practice • Teaching aids available on https://www.phindia.com/brand_management_by_mathur_and_arora TARGET AUDIENCE The book on Brand Management covers the syllabus under UGCF 2022 based on NEP 2020. • B.Com (Hons.) • B.A. Prog. with Commerce • BBA / MBA |
| brand equity management system: Connective Branding Claudia Fisher, Christine Vallaster, 2010-04-01 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? |
| brand equity management system: Strategic Brand Management Brice Martin & Elisha Stephens, 2019-07-03 Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities. |
| brand equity management system: B2B Brand Management Philip Kotler, Waldemar Pfoertsch, 2006-09-22 This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management. |
| brand equity management system: The Handbook of Marketing Research Rajiv Grover, Marco Vriens, 2006-06-23 The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. |
| brand equity management system: Brand Admiration C. Whan Park, Deborah J. MacInnis, Andreas B. Eisingerich, 2016-09-16 Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach. |
| brand equity management system: Branding and Brand Equity Kevin Lane Keller, 2002 |
| brand equity management system: BRAND MANAGEMENT NARAYAN CHANGDER, 2024-01-10 THE BRAND MANAGEMENT MCQ (MULTIPLE CHOICE QUESTIONS) SERVES AS A VALUABLE RESOURCE FOR INDIVIDUALS AIMING TO DEEPEN THEIR UNDERSTANDING OF VARIOUS COMPETITIVE EXAMS, CLASS TESTS, QUIZ COMPETITIONS, AND SIMILAR ASSESSMENTS. WITH ITS EXTENSIVE COLLECTION OF MCQS, THIS BOOK EMPOWERS YOU TO ASSESS YOUR GRASP OF THE SUBJECT MATTER AND YOUR PROFICIENCY LEVEL. BY ENGAGING WITH THESE MULTIPLE-CHOICE QUESTIONS, YOU CAN IMPROVE YOUR KNOWLEDGE OF THE SUBJECT, IDENTIFY AREAS FOR IMPROVEMENT, AND LAY A SOLID FOUNDATION. DIVE INTO THE BRAND MANAGEMENT MCQ TO EXPAND YOUR BRAND MANAGEMENT KNOWLEDGE AND EXCEL IN QUIZ COMPETITIONS, ACADEMIC STUDIES, OR PROFESSIONAL ENDEAVORS. THE ANSWERS TO THE QUESTIONS ARE PROVIDED AT THE END OF EACH PAGE, MAKING IT EASY FOR PARTICIPANTS TO VERIFY THEIR ANSWERS AND PREPARE EFFECTIVELY. |
| brand equity management system: Brand Management Dr. Pramod Goyal, Dr. Ghanshyam Vatsa, Dr. Roshni Sawant, Dr. Vijaya Lakshmi V, 2022-08-18 Nobody can take your reputation or brand away from you once it has been established. Competitors might well be able to replicate your goods, your patents might someday expire, trade secrets would leak to competitors, your special manufacturing facility will ultimately become outdated, but your brand would live on and also continue to be distinctively yours. In fact, a powerful brand name might well be your most important asset. Relationship building is facilitated by brands. Branding aids in the convenience of making a purchase. A significant advantage is provided by branding in this manner. A powerful brand may help client’s trust company and establish expectations about the items in the commodity market when features and advantages are difficult to differentiate. Brand management accounts for the fact that consumers may have opinions about the product that vary from your own, all while making efforts to influence those opinions and adjusting the branding strategy so that consumers form opinions that are consistent with your own. Unwanted associations with your brand might form in the minds of your target audience in the absence of careful brand management. Perception is the key to successful branding. By developing a recognizable identity for your business, you may inspire confidence and loyalty among your target audience. As a result of this emotional investment, your target audience will choose to act in a way that isn't entirely rational. |
| brand equity management system: Building Customer-based Brand Equity Kevin Lane Keller, 2001 |
| brand equity management system: Strategic Retail Management and Brand Management Doris Berger-Grabner, 2021-10-25 The retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications. |
| brand equity management system: Brand Marketing Dr Kisholoy Roy, 2021-01-26 This book on Brand Management has all the facets of brand marketing explained in an extremely lucid and detailed manner. Each and every topic in contemporary brand management has been stressed with adequate exhibits and important data. The book also has a rich repository of case studies that gives a complete and practical understanding of the world of product, celebrity, destination brands and more. |
| brand equity management system: Marketing Semiotics Laura R. Oswald, 2012-02-16 Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time. |
| brand equity management system: Brand Aid Brad VanAuken, 2014-12-30 Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t! |
| brand equity management system: Brand Management Emmanuel Mogaji, 2021-04-02 Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further. |
| brand equity management system: Market Orientation Martin Hingley, Paul Custance, 2016-05-06 Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes. This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success. |
| brand equity management system: The Palgrave Encyclopedia of Strategic Management , 2018-05-04 The Palgrave Encyclopedia of Strategic Management has been written by an international team of leading academics, practitioners and rising stars and contains almost 550 individually commissioned entries. It is the first resource of its kind to pull together such a comprehensive overview of the field and covers both the theoretical and more empirically/practitioner oriented side of the discipline. |
| brand equity management system: Strategic Brand Management Jean-Noël Kapferer, 1994 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. |
| brand equity management system: Brand Equity & Advertising David A. Aaker, Alexander L. Biel, 2013-10-31 The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the real world. The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists. |
| brand equity management system: Marketing Management Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen, 2019-07-12 The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. |
| brand equity management system: Strategic Brand Management Alexander Chernev, 2017-10-15 Strategic Brand Management (2nd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionable framework for brand management. Clear, succinct, and practical, this is the definitive text on building strong brands. |
| brand equity management system: Strategic Marketing of Higher Education in Africa Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson, 2020-01-20 Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market. |
| brand equity management system: Building Brand Equity and Consumer Trust Through Radical Transparency Practices Veselinova, Elena, Samonikov, Marija Gogova, 2017-07-13 The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business. |
| brand equity management system: Brand Portfolio Strategy David A. Aaker, 2020-03-24 In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders. |
| brand equity management system: Digital Transformation and Innovative Services for Business and Learning Sandhu, Kamaljeet, 2020-06-26 In a world dependent on digital technologies, business corporations continually try to stay ahead of their competitors by adopting the most updated technology into their business processes. Many companies are adopting digital transformation models, data analytics, big data, data empowerment, and data sharing as key strategies and as service disruptors for information delivery and record management. Higher education institutions have adopted digital service innovation as a core to driving their business processes. Such services are key to ensuring efficiency and improving organizational performance. Digital Transformation and Innovative Services for Business and Learning is a collection of innovative research on the latest digital services and their role in supporting the digital transformation of businesses and education. While highlighting topics including brand equality, digital banking, and generational workforce, this book is ideally designed for managers, executives, IT consultants, industry professionals, academicians, researchers, and students. |
| brand equity management system: Managing Sports Teams Stefan Walzel, Verena Römisch, 2020-10-29 This handbook offers a comprehensive overview of the most important and fundamental elements for the management of team sports organisations. It is intended to meet the needs of full-time and voluntary individuals in management positions in professional and semi-professional sports clubs, leagues and federations, and those who aspire to such positions. In addition to management-relevant aspects, its interdisciplinary approach also includes the basics of law and media, which are vital to the successful management of team sports organisations. Bringing together experts from the respective disciplines, the book’s content is presented in a clear and straightforward manner, facilitating its implementation in practice. |
| brand equity management system: EBOOK: International Marketing, 5e Pervez Ghauri, Philip Cateora, 2021-08-16 In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level. |
| brand equity management system: Cases in Management Sanjay Srivastava, 2011 |
| brand equity management system: The Handbook of Marketing Research Rajiv Grover, Marco Vriens, 2006-06-23 CHOICE MAGAZINE Outstanding Academic Title for 2007 In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book. —Guldem Gokcek, JOURNAL OF MARKETING The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research. Key Features: Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included. |
| brand equity management system: Integrating Business Management Processes Titus De Silva, 2020-08-18 Integrating Business Management Processes: Volume 3: Harmonising Quality, Food Safety and Environmental Processes (978-0-367-48547-4) Shelving Guide: Business & Management The backbone of any organisation is its management system. It must reflect the needs of the organisation and the requirements of its customers. Compliance with legal requirements and ethical environmental practices contributes towards the sustainability of the management system. Whatever the state of maturity of the management, this book, one of three, provides useful guidance to design, implement, maintain and improve its effectiveness and is intended to provide readers with practical how to methods for integrating quality, safety and environmental management processes. This volume sets out procedures and flowcharts to show how the integration of these processes can be achieved. Separated into management procedures, core procedures, support procedures and assurance procedures and complemented by practical examples, this book is an invaluable resource for complete systems development and integration. This book, along with its two companion volumes, is a practical guide for real managers, designed to help them manage their business more effectively and gain competitive advantage. Titus De Silva is a consultant in management skills development, pharmacy practice, quality management and food safety and an advisor to the newly established National Medicines Regulatory Authority (NMRA) in Sri Lanka. |
| brand equity management system: Global Branding: Breakthroughs in Research and Practice Management Association, Information Resources, 2019-07-05 To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry. |
| brand equity management system: Handbook of Marketing Barton A Weitz, Robin Wensley, 2006-08-11 The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change. |
| brand equity management system: Branding Robert Jones, 2017 Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be. |
| brand equity management system: EBOOK: International Marketing Pervez Ghauri, Philip Cateora, 2014-01-16 Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: •The importance of international marketing to creating growth and value •The management practices of companies, large and small, seeking market opportunities outside their home country •Why international marketing management strategies should be viewed from a global perspective •The role of emerging economies in today’s business environment •The impact of increased competition, changing market structures, and differing cultures upon business Key Features: • An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. •‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. •Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study •Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. •A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008. |
| brand equity management system: Advances in Corporate Branding John M. T. Balmer, Shaun M. Powell, Joachim Kernstock, Tim Oliver Brexendorf, 2016-11-14 This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'. |
| brand equity management system: The Encyclopaedia of Brands & Branding in South Africa , 2001 |
| brand equity management system: Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications Management Association, Information Resources, 2018-10-05 The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry. |
| brand equity management system: Longitudinal Models in Marketing Vasudevan Sundararajan, 2023-07-13 Longitudinal models play a very important role in marketing model building, and there are some occasions when market research is conducted every day of the year. These longitudinal models can be useful to marketing managers to make many informed and important decisions for optimal allocation of resources to marketing mix variables. In particular, we cover three major applications of these principles adhering to Advertising tracking monitors, Brand Equity monitors, and sales promotion monitors. We introduce the reader to the basic principles and theory of econometrics in model building for analyzing sales and market share variables about marketing spending. Different functional forms are discussed in the book. And the readers are encouraged to use these functional forms to model the three monitors mentioned above. This book is targeted towards second-year MBA students and marketing/brand managers in companies to derive insights about the markets and competitors. This is followed up with different tools for forecasting companies' sales and market share. This book is useful for managers in durables and fast-moving consumer goods industries. This book addresses the need for when and where to make insights about marketing mix variables through econometric models. The author has 32 years of industry experience and is an expert in marketing models. The author has a Ph.D. in marketing from Purdue University. The book elucidates these theories without using complicated mathematical equations in simple-to-understand verbal models of complicated equations. |
Developing a Brand Equity Measurement and Management …
Outline the two steps in conducting a brand audit. Describe how to design, conduct, and interpret a tracking study. Identify the steps in implementing a brand equity management system. …
Strategic Brand Management - Pearson
The chief purpose of this book is to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and …
Product Positioning UNIT 10 BRAND EQUITY - eGyanKosh
brand equity the manager should understand the totality of relationships. The term `brand equity' was first used widely by American advertising practitioners in the early 1980s.
Strategic Brand Management Process - Springer
Brands with a strong equity are no accident they are a result of thoughtful and imaginative planning and a strategic brand management process. Firms launching a new product need to …
Brands and brand equity: definition and management
Accountants tend to define brand equity differently from marketers, with the concept being defined both in terms of the relationship between customer and brand (consumer-oriented definitions), …
CHAPTER: 8 DEVELOPING A BRAND EQUITY MEASUREMENT …
No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without …
BRAND EQUITY MEASUREMENT - aitsrajampet.ac.in
A brand equity measurement system is a set of research procedures that is designed to provide timely, accurate, and actionable information to marketers so that they can make the best …
DEVELOPING A BRAND EQUITY MEASUREMENT AND …
The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value. The brand value chain …
AN INTEGRATED FRAMEWORK TO MEASURE CUSTOMER …
Customer-based brand equity (CBBE) measurement informs marketers about the performance of their marketing and brand strategies. This study proposes a conceptual model to holistically …
Lecture: 30 Topic: Brand Value - Daimsr
•The Brand Value Chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Measuring Brand Equity - Springer
For brand equity to provide a useful strategic function and guide marketing decisions, it is important for marketers to fully understand the sources of brand equity, how they affect …
Building, Measuring, and - Pearson Deutschland
Know What Is Working (and Why) Finding the Branding Sweet Spot New Capabilities for Brand Marketers.
Strategic Brand Management - cdn.bookey.app
Defining Customer-Based Brand Equity - CBBE looks at brand equity from the consumer's perspective, emphasizing customer experiences and knowledge that shape their perceptions of …
Brands and brand equity: definition and management
This article seeks to establish the relationships between the constructs and concepts of branding, and to provide a Brand equity, like the concepts of brand and added value (discussed in the …
A brand is a system of signs and symbols that engages the …
Semiotics is thus a cornerstone of brand equity management, since symbolic communication ties consumption to the form of brand communication in advertising, packaging, and brand logo.
Modeling Brand Equity in International Nonprofit …
brand equity for international nonprofit organizations engaged in development, advocacy and relief work, using a combination of a system dynamics approach and grounded theory …
Developing A Brand Equity Measurement And Management …
The creation of a successful brand equity monitoring system is a multi-stage process. It requires careful planning, the selection of appropriate metrics, and consistent execution.
Strategic Brand Management Process - Springer
Brands with a strong equity are no accident they are a result of thoughtful and imaginative planning and a strategic brand management process. Firms launching a new product need to …
Linking brand equity and customer equity: A system dynamics
A system-based analysis to linking brand equity and customer equity using the system dynamics (SD) modeling approach not only provides a comprehensive picture to better understand the …
Brand Equity Management System - old.icapgen.org
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 …
The Saga of Brand Equity: A - SAGE Journals
The Saga of Brand Equity: A Comprehensive Bibliometric Analysis Mikul 1 and Ishwar Mittal Abstract Purpose: The purpose of this research is to undertake a rigorous bibliometric …
Lecture: 30 Topic: Brand Value - Daimsr
Establishing a brand equity management system NEED FOR BRAND EQUITY MEASUREMENT SYSTEM: It provide complete, up to date and relevant information for marketers. Helps to …
Innovative Inclusion of Brand Management of Food Enter…
Future o Food: Journal on Food Agriculture and Society 12 1 54 ISS-Internet 2197-411 OLCL 862804632 niassel DW Germany- January 2024 Figure 2: A model of Brand Capital …
Brand Management For Dummies®, Frontify Specia…
» Defining the term “brand” and how a brand is created » Identifying the elements of brand management » Looking at best practices » Focusing on the operational side of brand …
New Knowledge Management Model: Enhan…
D. Brand Equity Brand equity is an added value imposed on a particular product or service that reflects consumers' thoughts, feelings, and actions in adapting the product or service and …
PRESIDENCY UNIVERSITY BENGALURU SET B SCHOO…
12. A brand equity management system is a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm. Three major steps help …
Strategic Brand Management - Pearson Deutschland
Developing a brand equity measurement and management system Preview The new accountability The brand value chain. Table of Contents Brand audits ... The chapters guide you …
Conceptual analysis of brand architecture and relationshi…
brand system emerging in relation to the buying power of the customer. The first step in establishing a brand equity management system is to define the brand equity in a document — the …
Name of the Subject: PRODUCT AND BRAND MA…
Developing a Brand Equity Management System. Measuring Sources of Brand Equity and Brand Equity measurement approaches 30% Text Book 1. Product Strategy and Management, Michael …
PRESIDENCY UNIVERSITY BENGALURU SET B SCHOO…
12. A brand equity management system is a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm. Three major steps help …
Brands, Brand Management, and the Brand Manager Sys…
Brands, Brand Management, and the Brand Manager System 5. Although many firms adopted brand manager systems be-cause it was highly fashionable to do so during the 1950s …
The Relationship Between Gamification, Brand Engage…
2.3 Brand equity Brand equity can be regarded as one of the most core parts of intangible assets a company has [34, 46], and which can bring competitive advantages [37]. In this study, we …
BANGLADESH INSTITUTE OF MANAGEMENT - bim.portal.…
7 Leveraging Secondary Brand Knowledge to Build Brand Equity Conceptualizing the Leveraging Process, Company, Co-Branding, Licensing & Celebrity Endorsement. 8 Developing …
M.Phil(Management) COURSE STRUCTURE - mak…
Brand Equity: Designing and Implementing Branding Strategies, Launching Brand Extensions Products, Managing brands overtime and Geographic boundaries. Developing …
Brand management and the marketing mix model - Mar…
ABSTRACT Brand management is typically defined as the way in which brands are positioned in the marketplace, both in terms of tangibles such as price, packaging and the …
MBA Sem 3 Strategic Brand Management December 2023
23. Identify the steps in implementing a brand equity management system. 24. Outline the two main steps in conducting a brand audit and how to execute a digital marketing review. 25. Outline …
Strategie Brand Management Proeess - Springer
Brand equity management system Brand-product matrix ,-",,,----Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization …
Market-Sensing Capability, Innovativeness, Brand Man…
brand equity (brand assets, strength, and value). Rather, they should capitalize on activities pertaining to the creation and the maintenance of a strong brand, by estab-lishing a brand management …
Study on the Relationships among Marketing Informati…
Keywords: Marketing system quality, brand equity, Banking Sector I NTRODUCTION communication, and expanded growth opportunities from Information technology is an …
Brand Policy and Brand Equity - SSRN
improve corporate culture , corporate information systems and brand equity . Brand equity is a part of a company’s larger system of intangible corporate assets 6 that influence company …
Digital MArketing brochure - Pearson
Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity Design …
SENIOR EXAMINER’S REPORT - cimghana.org
audit as well as reasons for conducting brand audit. • Weaknesses – • Very weak answers for 4b (approaches for conducting a brand audit) and 4C (identification and explanation of …
Marketing and Strategic Brand Management (MSB)
Brand equity management system Measure and Interpret Brand Performace Brand-product matrix ... Grow and Sustain Brand Equity Source: brandloom.com. How Does a Brand …
STRATEGIC BRAND MANAGEMENT - Indus Univ…
This realization has important managerial implications. For one thing, brand equity provides marketers with a vital strategic bridge from their past to their future. Brand Planning and …
A brand is a system of signs and symbols that engages t…
Consequently, managing brand equity means managing brand semiotics. Thus rather than define brand semiotics as a supplement to the traditional marketing toolbox of product, price, promotion …
Name of the Programme: MBA Course Code: MGA-60…
Brand Equity Management System, Measuring Brand Outcomes and Market Performance. Unit III: Managing Brands Brand reinforcement, Re- vitalizing Brands, Brand Portfolio Management, …
Brand Management
Similarly, a brand like Johnson and Johnson is a symbol of expression of a mother’s love. Finally, a brand becomes an asset or property which only the owner has the right to use. The brand …
SARDAR PATEL UNIVERSITY Programme: BBA (Informati…
Concept of Brand Equity; Sources of brand equity; Brand Elements; Brand equity management system; Concept of brand identity; Importance of brand identity; sources of brand identity; …
Developing A Brand Equity Measurement And Manage…
Developing A Brand Equity Measurement And Management System SEO Summary (158 characters): Boost brand value with a robust equity measurement & management system. Learn how to …
Developing A Brand Equity Measurement And Manage…
Developing A Brand Equity Measurement And Management System SEO Summary (158 characters): Boost brand value with a robust equity measurement & management system. Learn how to …
STRATEGIC BRAND MANAGEMENT - portal.upto…
•Brand equity management system 7/1/20XX Pitch deck title 31 / / / GROWING AND SUSTAINING BRAND EQUITY •Defining Brand Architecture •Managing Brand Equity over Time …
A brand is a system of signs and symbols that engages t…
Consequently, managing brand equity means managing brand semiotics. Thus rather than define brand semiotics as a supplement to the traditional marketing toolbox of product, price, promotion …
THIRD EDITION - WordPress.com
Establishing a Brand Equity Management System 333. Brand Equity Charter 333 Brand Equity Report 336 Brand Equity Responsibilities 339 Review 348 Discussion Questions 349 Brand …
“Factors influencing brand equity: Testing Aaker’s bra…
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Marketing Course Number: 29:630:475 Course Title: Br…
• Create “YOUR” Brand equity management system for the CBO to generate Brand Equity Report and define Brand Equity Responsibilities • Project summary GRADING POLICY Course …
Methods of Brand Valuation - vernimmen.com
Reduction in ambiguity of brand management function (2) Communication Greater brand management participation in budget setting (3) Coordination Enhanced …
Role of brand strategies in e-commerce sector: Custome…
Measuring and interpreting the brand’s performance is done though brand audits, brand tracking, brand value chain and by framing a brand equity management system. Branding …
UNIVERSITY OF PUNE FACULTY OF MANAGEMENT
BRANDZ, Brand Resonance. Building Brand Equity, Brand Identity and Brand image. 5 15% 7 Brand Leveraging & Brand Performance: Establishing a brand equity management system, …
MBA Sem 3 Strategic Brand Management December 2023
23. Identify the steps in implementing a brand equity management system. 24. Outline the two main steps in conducting a brand audit and how to execute a digital marketing review. 25. Outline …
Ministry of Education (Siksha Mantralaya), Govt. of India
• Brand Audit, Brand Inventory, Brand Exploratory, Brand Personas. • Designing Brand Tracking Studies, Brand Equity Management system, Brand Charter. • Insights on Brand failures. • …
Brand Valuation - Interbrand
Brand Management • Brand performance management • Brand portfolio management • Brand roadmap development • Resource allocation Brand tracking / dashboards • Return on …
PRESIDENCY UNIVERSITY BENGALURU SET A SCHOO…
12. A brand equity management system starts with defining the firm’s view of branding and brand equity and explain why it is important. Select a brand that is known for its best practices and …
Brand Key Performance Indicators as a Force for Br…
dimensions of brand equity so targets can be set in a way that is consistent with financial goals. Then, we give a case example where the corporate marketing function was able to …
Integrated Marketing Communication (IMC) and …
IMC and brand management, this paper aims to explore IMC as an integral part of a firm's overall brand equity strategy. But what is a brand equity strategy? Hunt notes, "the fun-damental thesis …
Strategie Brand Management Proeess - Springer
Brand equity management system Brand-product matrix ,-",,,----Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization …
CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREM…
8.14 Brand Equity Charter Components Define the firm’s view of the brand equity Describe the scope of the key brandsDescribe the scope of the key brands Specify actual and desired …
