When developing a new product, branding is an important decision. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity. What is Brand Equity?
Slotegraaf and Koen Pauwels,Related Topics: Brands and Brand Equity Managers, especially those responsible for small brands, often hope to obtain long-term benefits with temporary marketing actions such as price promotions, special features, or new displays. In contrast, recent studies in marketing strategy show that the resources available for marketing a particular brand influence its returns.
They examine the extent to which brand-specific resources explain variations in the long-term sales from displays, feature advertising, and price promotion. Overall, their results indicate that long-term marketing productivity is higher for brands with higher equity and for brands with greater potential for growth i.
Revitalizing a brand through new product introductions can generate long-term returns by communicating something new to the customer. These results offer new insights into the potential for long-run marketing effectiveness and suggest that the brand itself influences the effects of marketing in the long term.of brand extension on the drivers of parent brand's customer equity, namely value equity, brand equity, and retention paper considers the effects of brand extension on the drivers of a parent brand's customer equity, makes theoretical hypotheses, and constructs a model of the relationship.
The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude Keller (, p. 60) defines brand equity as “the differential effect that brand knowledge has on.
7. consumer response to the marketing of that brand”. In his early writings, Keller () identified.
The presentation began by noting that previous brand equity research has focused upon direct brand extensions (e.g., Special-K waffles), and primary attention has been paid to the negative effects of brand extensions upon the parent brand and its implications for managing brand equity. The objectives of the study are to investigate; first the effects of corporate social responsibilityon brand equity; second the effects of corporate social responsibility and corporate reputation on brand equityand in last the mediating effects of corporate reputation on relationship between CSR and tranceformingnlp.com demonstrates that corporate social. Brand equity refers to the value of a brand name. If customers are willing to pay more for a product from a particular company than for a generic product, that company has brand equity.
The direct effects of brand heritage on brand equity and brand trust are studied as well as the mediation effect of brand trust in the relationship.
The second objective is to explore the brand heritage effect on brand perceived innovativeness, an . Brand equity extension is a means for companies to define and enter new and attractive businesses with existing brands.
It is based on the premise that brands are valuable assets that can and should be strategically and selectively extended to. The positive differential effect that knowing the brand name has on customer response to the product or service (Kotler& Armstrong, ) Brand equity can be evaluated through, Brand loyalty, Brand awareness, Perceived.
Positive brand equity. 5 stars based on reviews examples high school newspaper articles cell phones critical thinking questions with answers what are the causes and effects of migration identifying theme pdf average gre scores by school and major how to insert table of contents in word what does a dissertation look like.