Brand equity

1: Introduction: Corporate social responsibility is an ambiguous topic to say the least. There has been a vast array of research conducted aimed at understanding why businesses use it, and its effects on consumers and brand equity. In the following section, I will highlight some of the main literature, and critically discuss some of the findings. There is however, a gap in research in terms of critically analysing the extent to which firms position themselves with CSR initiatives through the use

Rebranding is a risky and heavy financial investment for a brand to activate in order to reenergize a mature brand and position it in the market as a leader while being relevant to its target consumers. Rebranding can be a minor adjustment or a major change. In order for a brand to be successful in rebranding the market manager must follow multiple steps prior including researching of current sources of brand equity and decide how to move forward with the positing considering its target consumer

an attempt to unify a common brand definition, many theoretical frameworks have been provided in order to conceptualize the definition and understand the brand value (Maurya and Mishra, 2012; De Chernatony et al., 1998; Ambler and Style, 1996). These structures help both scholars and practitioner to comprehend the different angles the brand has been seen from deeply (Brodie and De Chernatony, 2009). As a result, different philosophies are presented to provide brand new concepts (Brodie and De Chernatony

event characteristics, and brand equity. Event study results show that sponsorship for World Cup and PGA is positively related to abnormal stock returns for sponsors but not every sponsor enjoys significantly positive cumulative abnormal

STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation............................................................

chocolate bar filled with rum cream, a unique product created for the local, Romanian market, first created in 1964. The brand, from the begining, was succesful, because of the lack of choices and, of course, the restrictions which were applied by the communist government. At that time, ROM was a delight for everyone, and all the Romanians, from children to old people, knew the brand and identified with it, because they had to. Therefore, the product now reminds Romanians of their childhood, actually

and integrity and aim to provide the highest possible standard of legal service in each location and with every client. Norton Rose Fulbright are currently ranked 3rd in the Acritas Sharplegal 2014 Global Elite Brand Index, a rise of four places from 2013. Acritas’ Global Elite Law Firm Brand Index 2014 reveals the firms which are adapting most successfully to the changing market and winning client loyalty and favourability as a result. Identify and explain the role of marketing metrics in the context

given by the founding franchisors (Hill, et al 2015, p. 182). This creates a business relationship between the two. According to Ribeiro, D., & Akehurst, G. P. (2014) franchising has become a major driver of business development and franchisor brand equity is a critical factor with a clear impact on the perception and behavior of the franchise. Franchises brings together independent companies and establish agreements between two parties. Requirement to become a franchise Hill, et al, (2015), states

the founding franchisor (Hill, et al 2015, p. 182). In return this creates a business relationship between the two. According to Ribeiro, D., & Akehurst, G. P. (2014) franchising has become a major driver of business development and franchisor brand equity is a critical factor with a clear impact on the perception and behavior of the franchise. Franchises brings together independent companies and establish agreements between two parties. Requirements Hill, et al, (2015), states that typically, franchisees

are service benefits or attributes that customers associate positively with a brand, which they believe would not be found, at least to the same extent in other competitive brands. Point of Parity, on the other hand, are associations that are not necessarily unique to the brand and may be shared with other competing brands. These are attributes that represent necessary, but not necessarily sufficient conditions for brand choice. For an attribute to be a point of difference, three necessary conditions