Study about Relationships between Brand Awareness, Perceived Quality, Trust, Value, Loyalty, and Brand Equity: Vinamilk Brand In Ho Chi Minh, Vietnam
Abstract:~ The objective of this research is to study the relationship between brand awareness, perceived quality, trust, value, and loyalty and brand equity. It also investigates the relationship between two marketing elements (external communication in terms of word-of-mouth and publicity and advertising) and brand awareness. Additionally, the relationship between the two following factors, advertising, promotion and perceived quality, was tested. To do so a survey was conducted by distributing 400 questionnaires in eight randomly-chosen districts in Ho Chi Minh City, Vietnam. The Pearson Correlation was applied for data analysis. The results show that there is a positive and significant relationship among brand awareness, perceived quality, brand loyalty, value, trust, and brand equity.
Introduction:~ Brand Equity is a concept of particular relevance to companies (Aaker, 1991). Brand equity refers to the added value of a brand to a company (Kotler, 1997). Customers perceive a brand as a classification of value and trust (Keller, 2003). When people want to buy a product or a service, a brand’s reputation (either strong or weak) is likely to affect their purchasing decision. Farquhar (1989) defined a brand as a name, symbol, design, or mark that enhances the value of a product beyond its functional purpose. Brands now play an important role and are accepted as generating and business and sustaining growth (Prasad and Dev, 2000). Having a strong brand not only helps a company to differentiate itself from its competitors, it also creates positive communication apt to satisfy and convince customers (Aaker, 1991). Keep reading…
It’s old news that brands are jumping on the Facebook band wagon. The problem is that some brands are jumping on without having a long-term strategy in place- and sometimes aren’t even considering if Facebook is something that they can really leverage.
I know we’re all looking to the future and trying to spy what brand is doing what next, but I think in this case, we can learn by studying what strategies have been executed successfully and what the main focus was in them.
General Goals of Facebook Fan Pages & Applications:
To gain new fans
To retain old fans
Understand demographic of fans through insights
Build community for fans to engage with the brand
Include content that links to main brand site to track referrals
Offer unique content (videos/images/posts) to engage with fans
Offer deals/discounts/specials where applicable
Give the brand a voice
But most of all: the brand needs to bring uniqueness with their page. Whether that be something in the design, user interface, or message. To know more about thisFacebook Brand Strategies
A Case Study about Promoting Inclusive Education in Kenya
This case illustrates how inclusion of students with disabilities in schools has been achieved. Leonard Cheshire Disability put emphasis on participatory methods for integrating all the stakeholders including students, parents, teachers and school staff in the identification and formulation of the interventions.
Through the use of participatory strategies the project’s stakeholders have with the technical support of LCD worked to enhance learning environments. Several capacity building events have empowered the teachers and the community, enhancing skills in resource mobilization; the dilapidated buildings in schools have been turned into new permanent classrooms. Teachers have also changed to learner-centered approaches, incorporating child-to-child activities, enabling children’s voices to be heard and also to actively participate in their learning. Community Based Rehabilitation has been a complimentary component of Inclusive Education, where trained community health workers administer and train parents in basic physical therapy activities and primary health care initiatives such as epilepsy management. Schools have strived to adapt the physical environment to make it accessible and more conducive for learning. Keep reading…
Introduction:~ When the local building department turned down the request for a new structure, the buyer was shocked, disappointed, dismayed, alarmed, angry, and looking for someone to take responsibility for his decision to buy. It takes no imagination at all to be able to guess who the ‘fall guy’ was to be. It was the agent who had been so confident that the buyer could do as he pleased with his own property. However, under the property ran sewer lines, water lines, gas lines and utility lines that would be covered by the new cement slab for the garage! To move them would cause an expense so great that, to the buyer, the perfect property was now worthless.
Today’s Average Consumer:~ It has been said by some, “You’re not in real estate until you have been sued!” If you believe that, you clearly recognize that real estate is a risky business. If you have ever been sued, you’ll agree that it is a most unpleasant experience. It is timeconsuming, expensive, and emotional. It affects relationships, and can have ill effects on your reputation and career. What the above statement implies, but doesn’t say is, “At some point you will make a mistake that may cause someone harm.” In other words, at some time you will fail to meet the expectations of someone you are dealing with. Generally speaking, disagreements won’t arise unless an expectation is not met. Most litigation claims arise out of misunderstandings of relationships and property condition. Keep reading…
The case focuses on the alternate reality game (ARG) named ‘The Lost Ring’ sponsored by the US-based fast food company McDonald’s. McDonald’s, as a part of its multi-pronged marketing campaign to commemorate four decades of association with the Olympic Games, decided to be a part of the ARG, The Lost Ring. The ARG that began in March 2008 attracted gamers from all over the world. The game started with a series of clues that led to hidden artifacts across the world, and finally to solving the mystery that involved finding the sixth Olympic ring. The story was woven around amnesiac athletes from parallel worlds, lost Olympic sport, Greek mythology, labyrinths, Esperanto language etc…click here to read ahead
A Case Study about Customer Input For a Successful Product
Abstract: Both agile development and User Centered Design stress collaboration between customers and product teams, but getting these methodologies to work well together is not easy. This paper describes one company’s efforts to merge these processes by creating interconnected parallel design and development tracks. The benefits of this approach are demonstrated by showing how, when and why customer input was incorporated during the release of a successful software product.
Background: Alias is the world’s leading provider of 3D software for design, game creation, and graphical special effects for film and television. Our flagship products are highly specialized software like AutoStudio, which is used to design cars, and Maya, which is an animation package used in film and games. Alias software has been used in almost every film nominated by the Academy of Motion Picture Arts and Sciences in the categories of Best Visual Effects and Best Animated Feature Films, since their inception. keep reading…
A Case Study about Service Provider Strategies for Mobile Advertising
Analysys Mason has developed its portfolio of Custom Research services in response to customer demand for bespoke market intelligence, when more data is needed than is found in an off-the-shelf report or database, when there are complex questions about specific companies or markets that need to be answered, or when analysis needs to be tailored.
Custom Research can deliver real value when an organisation needs to answer specific questions about how it is positioned in the market, and how to optimise performance at various stages of the product or service lifecycle. Keep reading…
A Case Study about Advertising Agency: Health Care Client
The Challenge: A Need for Additional Direct Marketing Services: An advertising agency was asked by a happy client in the Health Care sector to pitch on providing comprehensive direct mail marketing services including data sourcing, predictive modeling and a suite of technology including customer database and online, real-time dashboards to monitor direct mail response from mail house, call center and web response channels. Unfortunately, the agency did not have these capabilities in-house and was concerned that allowing another agency to pitch would, beyond losing an opportunity to greatly expand the agency’s current revenue, threaten their existing relationship with The Client by allowing another agency in.
The Solution: Multi-Source Data and Analytics Solution; Extension to Agency’s Services: The agency chose AccuData to collaborate on the development of the pitch and in so doing drew upon AccuData’s comprehensive knowledge and services around data and data processing, marketing analytics and database marketing technology.As a specialist in helping agencies address direct marketing pitches, AccuData developed a multi-source data and analytics solution for the pitch, as well as a sophisticated online demonstration of AccuBaseE, AccuData’s suite of customer database and online reporting, email and e-commerce tools. Keep reading…
Case Study about Commercial vehicle Brands Rev up their Marketing
The UK is obsessed with the car. So are UK businesses. Cars and commercial vehicles keep UKplc ticking over; sales forces are kept mobile, goods are transported and tradesmen can aggressively career from blocked drain to leaking roof. Falling broadly into two camps – company cars and commercial vehicles – this is a tough market in which to compete.
The automotive sector is saturated with brands, retailers and leasing companies all desperate for a slice of the action. For both company cars and commercial vehicles, marketers categorise sales in one of two ways: low volume purchases or large fleet orders. The smaller orders are treated almost like a conventional retail sale, while the bulk buys involve a great deal of relationship marketing. However, determining the respective size of either market is somewhat fraught.
What is brand? In consumer circles it’s easy to identify: it’s your chosen washing powder, coffee, chocolate, pen, mobile phone, car. Simply put, it’s a product. It is as the Collins dictionary states, “A particular product”. I say ‘washing powder’ you think Ariel, I say ‘coffee’ you think Nescafe, I say ‘chocolate’ you think Cadburys etc. According to the dictionary definition brand may also be “a characteristic that identifies a particular producer”. That may be Coca Cola’s red labelling, Tiffany’s turquoise boxes or the infamous Mateus Rose bottle (allegedly making a comeback).