Marketing Mix and the Brand Reputation of Nokia

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

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

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

For the future researchers and marketing managers, this is the basic discussion of how to build the concept of customer-based brand equity, how to measure it and how to manage it.

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

Over the years brand equity has gained renowned attention all over the world. Organizations all over the world have been formulating strategies in order to enhance the brand equity of their brand. Many researchers have worked on brand equity and have come up with different models of brand equity. There are many factors which have been discussed by many researchers from time to time regarding brand equity identified by researchers from time to time which

A brand is a way for customers to identify goods and/or services that a company is providing and helps differentiate them from competitors, and their experience of the company and the products will reflect their brand equity (Kotler, Bowen, & Makens, 2014; Bailey & Ball, 2006). There are two definitions of a brand; the first is the product plus definition, where a brand is seen as an identifier for the product (Ambler & Styles, 1996). The second definition, which more relevant to today’s environment is the holistic view, where the brand includes all elements of the marketing mix and is not solely based on the product (Ambler & Styles, 1996). Keller defines brand equity as “the differential effect that consumer brand knowledge has on their response to marketing activity” (1999). A brand aims for positive brand equity so that consumers will choose their products/services over the competition and therefore increase their market share (Kotler et al., 2014; Rangaswamy, Burke, & Oliva, 1992).

Brand value can also be assessed based on the monetary premium or financial value attributed to the brand, apart from other tangible assets, that is the

Since the early time, the conception of brand has marked a turning point in business whether it regards as brand identity, brand equity, or brand loyalty (Hart and Murphy, 1998). The brand now

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

This essay is written based on knowledge of brand management. Building a successful brand cannot without people’s attention; generating awareness, communicating brand values and building customer loyalty, and these demands need to take a long time to achieve. Thus, it is an extremely challenging marketing task(Fahy, J. and Jobber, D. 2012). In the other words, if a company want to be successful, it have to build a successful brand equity and created its brand identity, and expand its brand in the market.

This essay aims to firstly outline and critically assess the concept of Customer-based Brand Equity in marketing, and secondly evaluate Cadbury’s success in applying this model, as well as highlighting areas where improvements are

If growing brand equity is the key to future business success, it makes sense that one should have a way to quantify and measure such equity. (Keller, 1997, pp.372-379) For hospitality industry, brand equity is an important intangible asset to hotel that has psychological and financial value. It is the added value or goodwill endowed to products and service. Marketer can thought this study as investments in