Brand equity

penetrating the market and making profits, more so bearing on mind that the Energy sector is a multi billion industry. Finding a place in the market has invited the functions of corporate social responsibility in a bid to create popular brands. Creating good brand equity is now incorporating much more engagements rather than the pursuit of profits only (Keller 2003,

individuals in organisations is now encouraged to think of themselves as a brand, in which have seen the obvious success of the brand concept in past years (Geoffrey R., 1997). Why the brand is significant? And what make the brands so attractive and successful? This article will explore the role of the brand and critically analyse the advantages and disadvantages of branding. 2. Brands and Branding Some analysts see brand as the promise of something. That something is intangible, but it could be

Literature Review 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

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. In the past

Sld9: In 2015 we measured different brands from 2016, so we cannot make a comparison because the inclusion of new brands for AE makes the distribution of this to affect the percentages of the remaining brands, making them not comparable. Sld11: Luminous White and Oral B have similar levels of consideration; given that both brands are communicating the benefit of Whitening, Luminous must be very striking in its communication. On the other hand, although Fluocardent is new in the category, it is not

to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for Red Bull? A brand element is trademarkable device intended to identify unique goods or services and differentiate themselves from their competition. Brand elements are designed to enhance brand awareness by cultivating brand associations that

Quiz 2. Student Name: Eunice Enriquez 1) In your own words, describe what are brands, and what are their functions in global marketing? What is a brand image, and how is it different from brand equity? How is a brand equity formed? Please illustrate using an example of a global brand. Brand in marketing is not just about the famous designers and their line ups, it is also a way the customer sees the company. Brand is also a way to give originality to each corporation. It tells who they are and

global organization and turned into one of the most well known football clubs in the world by leveraging its brand equity and implementing successful marketing programmes throughout the world. Real Madrid was ranked the richest football club in the world in 2009-10, according to Delloitte Football Club Annual Report with €438.6m in revenue. (Goal.com, 2011) 1) Brand values and positioning Brand awareness For the first 100 years of its story, Real Madrid created a reputation around Europe by winning

Boost juice brand audit: The current marketing profile of Boost juice is to manage the brand so effectively created. The image of boost juice in the market is very high. The impact it has created in the minds of consumers and competitors is so clearly marked that it has been able to rise itself above the marketplace and position itself in the minds of the customers. The brand communications have also been promising and have fulfilled all those

Case Study: Aquascutum Introduction Marketing has evolved through a change in production and consumption due to the advent of new technology (Ranchhod, 2004). The development of technology has also driven the globalisation of communication. During this period, consumers are facing a variety of choices (Jackson and Shaw, 2009). Thus, companies need to actively embrace these changing factors to grow their business and succeed in the marketplace. The marketplace has been dynamic and competition