The Relationship Between Brand Equity And Brand Equity Towards Apple

In that huge numbers of providers are available within the market and customers are better informed due to the development of information technology, customers can therefore choose the product with the most competitive price yet good quality. Some brands can constantly attract customers because of the brand loyalty developed over the years.

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

In a market where all the products are quite similar and always being renewed because of new technology, a clear positioning is more than important for the

It is very important for every business to have a marketing strategy. It’s the important tool to attract customers to buy yours product or service. The main aim of marketing strategy is to be sure that your relationship with your customers is strong and long-term, you’ll make a profit on this relationship and, of course, that your product meet the need of customers. Marketing strategy of the company should be flexible, in order to be persistent to the changes in demand of people. [1]

This research investigates the impact of Brand Loyalty on consumer preference. Independent Variables selected for this research were Brand Image, Brand quality, Brand perception to explore the impact of these independent variables on Consumer preference (Dependent variable). For this purpose, Primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the different Universities. For this research study, a sample size of 250 respondents has been taken into consideration. University students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling

(Jobber and Fahy, 2009) Therefore, the strategic marketing becomes more and more significant since it can help organizations to find its own position of the competitive market; thus, they just can justify their strategy against whether the existing or the potential competitors. Therefore, organizations should classify the marketing environment including competitive environment (its immediate competitors and customers) and the macro-environment (the wider social, political and economic setting they operate.) In order to develop the right strategy whether for short-term or long-term, organizations not only need to know the concept of strategic marketing but also how to use it within the competitive marketing.

An executive summary for managers and executive readers can be found at the end of this article

The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose, we first analyse the concept of brand equity; second, we provide a comprehensive framework for managing brand equity; and finally, we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial concept, as a financial intangible asset, as a relationship concept or as a customer-based concept from the perspective of the individual consumer. The main asset dimensions of brand

This step defines te product, makes it distinguish from others and also provide a mechanism for linking the provider of a product to the valuable business assets of trust and goodwill. Company achieves this through a distinct trade names and one or more trademark. The selection of right trademark plays a significant role in marketing strategies of differentiating products of a company. With right trademark branding may be so much successful that product may develop a long-term, even an emotional development with customer such that they will grow a tendency not to look at the prominent weak side of the product but to look at the emotional and brand value of it resulting in increase further brand value following an iterating loop. The following path every company must want to follow:

Why do you drive the car you drive? Is it because it’s affordable? Or is it because it’s been your dream car since childhood? Is Apple really better technology than Windows? Or do you make that association because you see figures in television media (hackers, designers, etc) using Macs that it is a quality brand? This all has to do with brand equity. Brand equity is one of the most important marketing concepts. Relatively new, the term came into practice in the late 1980s, and the study of this concept has grown fast. Over the years, many definitions and standards of measuring brand equity have developed upon researched definitions. Brand equity is defined by two factors: financial and consumer-based perspectives. For the purpose of the paper, I will review the dimensions of the customer-based brand equity; specifically media’s role in customer-based brand equity. I will do this by collecting information and research from various literature, including research papers, empirical students and dissertations produced discussing customer-based brand equity and cultivation theory in regards to branding and the perceived quality of brands based off television messaging.

Over the past four decades brand loyalty has been recognized as a focal point of marketing literatures and for

The main objective of this study is to analyze the importance of using marketing strategies of branding in Apple Inc. The study will help to find out about the related benefits of branding

Most of previously research focused on how factors of brand, like brand equity, brand loyalty, brand awareness, etc., impact on consumer buying behavior, so that in this project, the research will consider these two concepts, brand and consumer buying behavior, on another side that researching the impact of consumer buying behavior on brand management, and give manager some suggestions about how to manage a good brand. The purpose of this project is to analyze the features of the impacts of brand on customer buying behavior to put forward that how to manage a brand correctly.

Brand awareness is an important and sometimes undervalued component of brand equity. Awareness can affect perceptions and attitudes. It can make peanut butter taste better and instill confidence in a retailer. In some contexts, it can be a driver of brand choice and even loyalty. Brand awareness reflects the salience of the brand in the customers mind, (CALIFORNIA MANAGEMENT REVIEW VOL 38. NO. 3 SPRING, 1996). There are levels of awareness, of course, which include:

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as