Cultivation Theory And Brand Equity

After an exhaustive review of the then existing conceptualizations of brand equity and measurement procedures, an executive decision was made to create a proprietary model applicable to all major PepsiCo brands, both domestically and globally, that could be used to track brands over time. Model development focused on PepsiCo?s three primary businesses in the early1990s, namely, soft drinks(Pepsi-Cola), snack foods (Frito-Lay), and quick service restaurants (KFC, Pizza Hut and Taco Bell),

One thing that can make or break a company is its brand equity. Brand equity is the value that comes with the familiarity with a company’s branding and the feelings consumers have towards that brand (Brand Equity, n.d.). A company with strong brand equity usually gives consumers a sense of reliability and value; causing a higher inclination to purchase its products. It usually takes

The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing analytics research continues to develop theories and models for uncovering these important components of the product sales cycle, certain components differentiate themselves through importance and impact. Brand equity is one

However, two questions often arise; What makes a brand strong and how do you build a strong brand. Keller developed the Customer-Based Brand Equity (CBBE) model on how to build a strong brand by following four steps (2001). It provides a unique perspective on what brand equity is and how a brand should be built, measured and managed. The four dimensions represent fundamental questions that customers invariably ask about brands and relate to brand identity, brand meaning, brand responses and brand

Brand Equity is the added value endowed by the brand to the Product. Although the idea of using a name or a symbol to enhance a product’s value has been known to marketers for a long time, brand equity has gained renewed interest in recent years. Brand managers realize that after years of look-alike advertising and over copying with me-too brands, they now live in a world of product parity. The ensuing price competition through short term price promotions reduces the profitability of brands leading manufactures to examine ways to enhance loyalty toward their brands. In addition, facing with the increasing power of retailers, manufacturers of consumer products realize that having the

The brand equity can classified into four, which are brand awareness, brand association, brand loyalty and also perceived quality. In the marketing, brand awareness is a one of the levels of customer’s consciousness of the organization. Therefore, brand awareness is not only for customers to recognize the company’s brand, it also to partner it with a specific company’s product and services. It is because people will think of the brand for some product and also recognize the brand when they are considering the product. So that, brand awareness will be great assets for a company when their competition in the industry is high. For instance, Nike Company. It has done a good job in brand awareness by making their “swoosh”, the one of the recognizable logos on the planet. (David Aaker,

Design/methodology/approach – A total of 225 consumers were involved in a repeated measures design involving two within-subject factors: a

The strength of a brand differs from one industry to another. In the past, branding was used to determine what goods belong to the different producers, but today, as well as determining the difference, it is used to influence the buying decision of consumers and this is why it has become a very important tool. The introduction of branding has become an influential part in the way we as consumers live our lives, this is because for every purchase made, it is decided based on the brand we are most influenced by. In this modern society, brands not only represent the product, but also have a strong connection with perceived quality, consumers ' lifestyle, social class and taste. Although, a newly established brand may have material makers (Name, logo and unique packaging), the perception of the brand strength cannot

We test hypotheses in a field survey of existing brands in three product categories. In the next section, we present a conceptual framework of brand equity. We then review literature relevant to the relationships among the constructs and propose the research hypotheses. After describing the research method and reporting the results, we discuss implications of the findings and directions for future research. CONCEPTUAL FRAMEWORK Figure 1 exhibits our conceptual framework of

With the growth of world economy markets became flooded with competition, organisations started to understand the importance of building strong brands (Norjaya, 2007). Aaker (1996) said that well-known brands brought loads of advantages and allowed companies to establish their identity in the market. Brand equity is built on brand identity and brand image therefore it is important to study those 2 topics (which in my eyes are inseparable) fully. Brand Identi-ty is something what company is promoting and wanted to be seen, whereas Brand Image how the company wants to be seen, where the second one is the actual portrait of the compa-ny on consumers’ minds (Yastrow 2013; Keller, 2003; Kotler et al, 2009). Keller (2003) said that organisations are spending huge amount of money in order to bridge the gap between brand identity and brand image, essentially smaller gap would mean that consumers are be-lieving in brands core

Brand equity is important to create and maintain as it is an intangible asset of added value as well as goodwill that will then result from the favourable image, impressions of differentiation and the strength of consumer attachment to brand name, company name or trademark. The stronger the equity the better it positions the company as well as its brand which is only often reinforced through advertising or even sponsoring. For example, Breville appliances command good quality kitchen appliances and represents higher price than the other brands as it is being used by the contestants of My Kitchen Rules. In other words, it is the

A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that many companies include a “statement of value” addendum to their balance sheets to include intangibles such as the value of their brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca-cola, Toyota and Microsoft is indisputable. One estimate of the value of Coca-cola, one of the world’s most valuable brand places it at

The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment, and loyalty are now less valued by the consumer than they were years ago. We talk about how to gain this loyalty and sentiment later in the report. Technology and e-commerce have changed the values of the consumer and now we value speed, ease, and low prices. The idea of a brand changes with time due many social and economic trends but the effect it has on consumer buying behavior will be researched and noted like it always has been. Our purpose of this exploratory project will be to determine the effect of brand awareness/brand image on consumer buying behavior and loyalty. We will be researching at how effective or ineffective brand

According to Mohmmad Doostar and Maryam Kazemi (2012) researched the impact of brand equity and purchase decision of final consumer. The researchers have used the model of brand equity according to which brand equity has four dimensions perceived quality, brand loyalty, brand image and brand awareness. The methods to gather information in this study used were library (specialized texts) and field methods (questionnaires collected); the target population in this study was the buyers of the

Christodoulides, George, and Leslie De Chernatony. "Consumer-based brand equity conceptualization and measurement." International Journal of Market Research 52.1 (2010): 43-66. EBSCO Business Source Complete. Web. 13 Apr. 2011.