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…
Performance Management System Using Linkage Analysis: Case Study
Hansa|GCR has provided support to a client over a nine-year period in conducting a global brand management system. This system was used by multiple stakeholder groups to gain insight on what to do to enhance brand and market performance. One of the aspects of the brand management system was the development of linkage analysis to provide additional insight on what the organization could do to enhance the brand and ultimately increase financial results. The following pages provide a snapshot of sample results from this linkage analysis as well as background on the Hansa|GCR linkage approach.
Hansa|GCR views brand and customer management as fundamental to business management. A linked system of measures needs to inform the business and provide actionable direction for improvement. The best systems actively involve key stakeholders in conceptualizing their system and how it can support the business, plus integrate different functional groups’ perspectives in what can be done with results for on-going business management. Click here to read more…
Callaway Golf has an extensive line of golf clubs, balls, and accessories that are sold around the world. The company’s driver and fairway wood products currently include the ERC Fusion Drivers and Fairway Woods, Great Big Bertha II Drivers and Fairway Woods, Great Big Bertha II 415 Titanium Drivers, Big Bertha Titanium Drivers, and Big Bertha Stainless Steel Fairway Woods. In irons, Callaway Golf products include the Hawk Eye VFT Tungsten-Injected Titanium Irons, Big BerthaGolf Balls, Big Bertha Blue and Red Golf Balls, and Warbird Golf Balls. Callaway Golf also makes and sells Odyssey Putters, including the 2-Ball, White Hot, TriHot, DFX, and Dual Force putters. The case study details the brand
A Case Study about Reviews, Reputation, and Revenue: Yelp.com
Abstract: Do online consumer reviews affect restaurant demand? I investigate this question using a novel dataset combining reviews from the website Yelp.com and restaurant data from the Washington State Department of Revenue. Because Yelp prominently displays a restaurant’s rounded average rating, I can identify the causal impact of Yelp ratings on demand with a regression discontinuity framework that exploits Yelp‟s rounding thresholds.
Introduction: Technological advances over the past decade have led to the proliferation of consumer review websites such as Yelp.com, where consumers can share experiences about product quality. These reviews provide consumers with information about experience goods, which have quality that is observed only after consumption. With the click of a button, one can now acquire information from countless other consumers about products ranging from restaurants to movies to physicians. This paper provides empirical evidence on the impact of consumer reviews in the restaurant industry.
Abstract: Corporate reputation emerges from the images held by various publics of an organization. A positive reputation can result in a number of beneffcial consequences that ultimately facilitate better corporate performance. However, meaningful research can only result from measures of reputation that are psychometrically sound. A review of the empirical studies that employ a corporate reputation measure is undertaken and the role of the halo eect is considered. A case study of the beverage industry in Malta is used to describe a typical process for the development of an instrument to measure corporate reputation with the general public. Results are discussed and limitations are noted.
Introduction: Corporate and brand reputations are relevant to industrial buyers, consumer buyers as well as to stores and service firms including providers of professional services. Indeed, the latter `have long been concerned about developing and maintaining a high quality reputation. Research on corporate reputation is rooted in earlier work on corporate image, corporate identity and personality. Between the 1950s to the 1970s the focus was primarily on the image that external stakeholders held of a firm or store and the graphic design elements were central.
Case Study about Corporate Image Building Strategy
Introduction: The University of Education, Winneba (UEW) was established in 1992 as a university college. Seven specialized diploma awarding institutions were put together to form the University College of Education of Winneba. UEW was mandated to provide higher education and foster a systematic advancement of science and art of teacher education, train tutors for the Colleges of Education and other tertiary institutions, provide teachers with professional competence for teaching in pre-tertiary institutions and the non-formal sector.
The university was also to foster links between school and community in order to ensure the holistic training of teachers. UEW pursued this mandate for twelve years under the academic supervision of the University of Cape Coast. In 2004, by the Act of the Parliament of Ghana, University of Education, Winneba Law, Act 672, the Government of Ghana, through the Ministry of Education granted autonomy to the university giving it the authority to design and supervise its own academic programs in pursuance of its mission
marketing has become a more and more important tool in politics in general. In order to campaign successfully – and become the President-elect – in the U.S. Presidential Election, marketing is indispensable. This lead to enormous amounts of money spent on marketing. The aim of this research is to contribute to existing knowledge in the field of political marketing through the analysis of how marketing is done throughout a political campaign. The 2008 U.S. Presidential Primary Elections, together with a few key candidates have served as the empirical example of this investigation. Read more…
With the U.S. home ownership rate continuing at record levels, more consumers are demanding full service from real estate professionals while also turning to the Internet to access information on buying or selling real estate. To serve this need, real estate professionals are integrating Web technology into their traditional sales offering of exemplary service to consumers. Century 21 Real Estate Corporation, franchiser of the world’s largest residential real estate sales organization, is doing just that. It has one of the largest office networks and the broadest global coverage. Simply put, CENTURY 21® is the most recognized name in real estate.*… click here to read ahead
Introduction: Before looking into Brand Management, let’s construct our structure of knowledge from the basic ideology of what a Brand is. According to the American Marketing Association (AMA), brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” To better explain the same, let’s put it this way, “A Brand is A Promise”
Brand and its Role: Alike people in a community, there are numerous goods and services in any given market. And the funniest part is that, there are products in the market which have the same features but from different houses and celebrities endorsing different products of different houses. For example, ShahRukh Khan endorses the telecommunication brand Airtel and DishTv of Zee. But Airtel also has a DTH service which is being endorsed by other celebrities. But then we all have our own choices; be it a pencil or a car.
Scope of Branding: Branding is endowing products and services with the power of a brand. It’s all about creating differences between products and offering instant recognition and identification. For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category. This very much depends up on the advertising campaign of the product..
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Introduction: Siyaram Finance, its subsidiary, was into the financial services business. Siyaram manufactured and marketed textiles, cotton, woollen synthetics and synthetic blends – the main product being polyester blended worsted2 fabrics. In July 1993, Siyaram came out with a Rs 153 million rights issue to part-finance a Rs 165 million expansion-cum-modernization project. While the family held 23% of the Rs 51 million equity, foreign collaborators, FIs and the public held 26%, 22% and 8% respectively. Siyaram had a strong presence in the lower and medium segment of the domestic suitings market. Click here to read more Siyaram…