Brand equity

Globalisation and advances in communications technology have greatly expanded the potential marketplace for professional teams, especially for internationally popular sports. Lewis (2001) claimed that fans are now more likely to support a team based less on a shared geographic connection than on personal reasons. As Ben-Porat (2000) claimed, for these fans a foreign-based team is like “an 'overseas sweetheart' far away but close to the heart” (p. 344).

These "satellite supporters‟ (Kerr 2008, in press), or "satellite fans‟ (Kerr & Gladden 2008) represent significant revenue, especially for those team brands that seek international expansion. In addition, an individual‟s decision to purchase the sports product is largely dependent upon their level of identification with a chosen team. Team identification, or “the extent to which a fan feels psychologically connected” (Wann, Melnick, Russell & Pease 2001, p. 3) to a particular team, is critical to the financial viability of a sports organisation. However, despite the increased attention paid to team identification, the reasons why satellite supporters identify with a foreign-based team have been largely unexplored. To address this need this study asks: What are the most important antecedents in the identification of satellite supporters with their chosen sports team? Recent research also suggests that a relationship exists between team identification and brand equity (Carlson, Quazi & Muthaly 2002; Kerr 2008; Underwood, Bond & Baer 2001). Therefore, the study also asks: Can a conceptual brand equity framework predict the determinants of team identification of satellite supporters?

The thesis adopts a case study approach using mixed methods; a strategy that can provide “a fuller understanding of the sports fan” (Jones 1997b). Online questionnaires and semi-structured interviews were administered to members of fan organisations dedicated to the English Premier League‟s Liverpool F.C. Liverpool F.C. was an appropriate subject for the case study as it has a global fan base, a rich history, and is arguably one of the world‟s premier team brands.

This thesis proposes a number of important antecedents in the satellite supporter's identification with a foreign-based team. These are: media coverage; style of play; the presence of particular player(s); team success; history of success; participation in the highest division; stadium; history of ethical behaviour; and the broadcast quality of games. Furthermore, a conceptual brand equity framework is shown to shed light on the possible determinants of their team identification. This study also confirms that social identity theory is an appropriate perspective to examine foreign fandom; satellite supporters might derive positive psychological benefits from their fandom; and the existence of a brand community dedicated to a professional sports organisation.

In this essay I will critically discuss Ubers brand identity using the Aaker and Joachimsthaler, Strategic Identity System
(Appendix Fig. 1.). I will argue in favour of Ubers mission statement, which I believe serves as a strong foundation for
a positioning statement. I will use the Vega Healthy Brand criteria to asses how well Ubers brand image matches up
with its brand identity. I will create a visual representation of Ubers brand portfolio, do a contact audit and finally present
strategic objectives that will help Uber create a stronger Brand Equity.

Global competition forces companies to invest intensively in brands in order to hold their market positions. Hence, a company's market competitiveness can be estimated based on an assessment of its brand equity. This study developed a preliminary metric that assesses a company's ...

Objective: This research aims to investigate the effect of quality costs on firm brand equity and ditto how green innovation affects the relationship. Methods: The period of study is from 2009 to 2020 and the selected sample consists of 104 companies listed in Tehran Stock Exchange. To measure the quality costs, the modified quality balance has been used, and for three dimensions of the market, financial, and accounting have been considered to calculate brand equity. Finally, to measure green innovation, of variables, green management innovation, and the modified green technology innovation has been used.

In this paper there was characterized the phenomenon of marketing communication outsourcing. There were presented the basic concepts related to this issue. There was discussed a range of possible ways to implement marketing communication with the involvement of external service providers, such as agencies, individual experts and consultants. Phenomenon of marketing communications outsourcing was presented as a way to reduce costs and improve efficiency. Attention was also paid to negative aspects of outsourcing, like loss of control over the brand.

W artykule scharakteryzowano zjawisko outsourcingu komunikacji marketingowej. Przedstawiono podstawowe pojęcia związane z tym zagadnieniem. Omówiono zakres możliwych sposobów realizowania komunikacji marketingowej przy korzystaniu z ofert zewnętrznych podmiotów, takich jak agencje czy indywidualni specjaliści i doradcy. Outsourcing komunikacji marketingowej przedstawiony został jako sposób na redukcję kosztów i poprawę skuteczności działania. Zwrócono również uwagę na jego negatywne aspekty, w tym przede wszystkim możliwą utratę kontroli nad marką.

The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer's memory. Customer's attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e., Brand Awareness and Brand Association, on creation of Brand Attachment and Brand Attitude Strength and this factor becomes more effectual while introducing and promoting new brands. Finding of this research imply that for achieving desirable outcome through creation of Brand attachment and Brand Attitude Strength n the target audience and for designing more effective and fruitful strategies, manag...

Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.

Customer equity and brand equity are two of the most important topics to academic researchers and practitioners. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions, it became clear that whereas two distinct research streams have emerged and there are distinct differences, the concepts are also highly related. It also became clear that whereas the focus of both brand equity and customer equity research has been on the end consumer, there is a need for research to understand the intermediary’s perspective (e.g., the value of the brand to the retailer and the value of a customer to a retailer) and the consumer’s perspective (e.g., the value of the brand versus the value of the retailer). This article represents general conclusions from the authors’ discussion and suggests a modeling approach that could...

A brand is a way a product, state, nation, company, or individual is perceived by those who experience it. Much more than just a name or a logo, a brand is the recognizable feeling these assets evoke. A brand is an identifying symbol, mark, logo, name, word, and/or sentence. A combination of one or more of those elements can be utilized to create a brand identity. Legal protection given to a brand name is called a trademark. A brand is defined as a distinguishing symbol, mark, logo, name, word, or sentence -or a combination of these items. The Niger State, Nigeria Logo Brand is the State’s creation of the positive perception combining such elements as logo, design and visual identifier.
Keywords:
Niger state logo, Brand manual, Brand architecture, Collateral materials, Brand visual identifier, Brand security grid, Brand elements, Colour palette, Brand essence.

Beau Constantia Wine Estate is a 22-hectare boutique wine farm situated within the Constantia Valley Wine Route. The two labels of wine sold on the farm, their entry level Pas de Nom range and their premium Beau Constantia range are gaining increased market share every year as the farm continues to establish itself as a new brand on the wine scene since the farm opened to the public four years ago. This paper explores how narrative, established through packaging, brand equity building and transmedia branding has formed a platform for consumers to connect with the brand through the story formed by seamless collaboration of these elements.

... 1 observed that young subjects showed a stronger bias towards emotionally negative material than older individuals, while emotionally positive pictures ... LIZZIE MAUGHAN is a senior consultant at Bunnyfoot, specialising in eye tracking research of offline marketing material. ...

Template for strategic brand building
The Brand Model Canvas is the second version of a template that allows a holistic view of your brand strategy. Based on Human Centered Design concepts, it starts by analyzing the problems that the brand solves, and triangulates market, user and company data, with a multidisciplinary, collaborative and optimistic

The purpose of this study is to determine the factors affecting electronic service brand equity and to investigate consumers’ perceptions of the electronic service brands they prefer. Additionally, the study, based on the Rios and Riquelme’s electronic brand equity model, determines whether demographic characteristics of consumers cause significant differences regarding perceptions of electronic service brand equity. Within the context of this study, an electronic service site in the book/magazine sector was employed. The survey sample size was 675 as a result of an electronic survey administered on selected Websites. The reliability of the scales used in the survey was tested via Cronbach’s Alfa Method and the validity of the scales were tested via Factor Analysis. Hypotheses of the survey were tested using difference methods (e.g., ANOVA, multiple regression analysis, T-test). It was determined that e-image, e-quality, e-loyalty, e-trust, e-awareness, and e-value factors are effec...

O Brand Model Canvas, permite a visão holística sobre sua estratégia de marca. Baseado em conceitos de Human Centered Design, ele começa analisando os problemas que a marca resolve de seu usuário, e faz a triangulação de dados de mercado, usuário e empresa, sempre com o olhar multidisciplinar, colaborativo , otimista e orientado a experiência nos pontos de contato e na mensuração de indicadores estratégicos.

This study aims to compare the sensory marketing tactics used by the Natura and O Boticário brands on the omnichannel. As a methodology, qualitative, descriptive research, netnographic and ethnographic research techniques were chosen. Ethnographic observation was carried out in physical stores and direct sales and netnographic observation in the ecommerce of the two brands, between May and September 2019. As a result, it is observed that the two brands have strong sensory marketing actions in their sales channels. It is important to highlight that O Boticário explores sensory marketing more widely in its physical stores, while Natura stands out in the direct sales channel. Both offer an increasingly remarkable shopping experience to consumers, making sensory marketing an important ally in sales.

The objective of our research is to know the factors that impact on brand equity. The study considered the brand awareness and loyalty of brand, to search out that how these influence the brand equity. The study was based on the primary which gathered from 200 respondents by means of a questionnaire. The application of random sampling technique are used and statistical tool like SPSS software was used for checking the reliability of questionnaire and for revealing the result of this research the correlation analysis are used. The research result indicates that the brand awareness and loyalty influence the brand equity. Main focus of every business is the customer attraction, the findings and recommendation of this research will help the managers to develop insight of research factors about the brand equity.

Automobile sector in India has grown from a couple of manufacturer to thirty five manufactures in a very short span of time. The marketing managers are finding it extremely difficult to differentiate the products and brand themselves uniquely, since all the automobile manufacturers deliver the same features, services and at an identical price. Brand personality is the best solution for the marketing managers to differentiate and to be distinct. Maruti Suzuki has been voted as the-most trusted brand' consecutively for the 13 years by JD power Asia Pacific. The first Maruti Car was launched in 1983 as a poor man's car and since then it has been in the market as iMaruti Baleno cars and to determine the brand personality by studying the relationship and impact of human personality on brand personality.In stage I the segment analys is was based on the 42 brand personality items among the owners of Maruti Baleno. Multiple Regressesion was used to identify the variables, which discriminated the sample into various segments. Also multiple regressions were conducted to identify the cause and effect relationship. In stage II multiple regressions was used to identify the impact of human personality on Brand personality dimensions. In stage III to identify the discriminating hum an personality items which influenced the brand personality items, multiple discriminate analyses were used. Monaova was applied to the data to identify the personal factors that influenced the brand personality dimensions.The segmentation of the owners of Maruti Baleno helped in identifying four major segments viz. utilitarian's, traditionalist, emotionalist and protagonist. Structural equation modeling-Amos analyses reveled the brand personality dimension of Maruti Baleno as rugged and extraversion as the human personality.

ABSTRACT. The use of biotechnology in food production gives rise to consumer concerns. The term “consumer concern” is often used as a container notion. It includes concerns about food safety, environmental and animal welfare consequences of food production systems, and ...

Permission marketing suggests an evolution of direct marketing, particularly used with e-mail. It combines databases of customers who agree to receive marketing messages with low-cost, customized e-mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior.This applied research examined implementing permission marketing, relevant literature, and permission marketing's effectiveness influencing consumer interest and behavior. A case study tested the propositions resulting from the literature review and evaluated responses to a permission marketing campaign that used traditional and new media. This study found that relevance—personalization, brand equity, and previous relationships—influenced response rates. This article adds to the growing body of research on permission marketing's role in marketing theory, as well as its applied effectiveness in the marketplace.

This study analyzes the impact of marketing communication (MC) in social media (SM) on brand equity (BE), seeking to identify the mediating role of consumer engagement behavior (CEB) between generated functional and hedonic content on brand equity (BE). The CEB is divided into three levels: consuming, contributing, and creating. A survey-based empirical study with 401 respondents was conducted in the Eastern Europe country of Lithuania. The five control variables that were implemented disclosed new mediation tracks and the good fit of the model. The main findings of the research are that CEB occurring via SM platforms mediates the relationship between marketing communication and BE. These outcomes suggest that companies seeking to make an impact on BE through CEB in level creation should develop company-created utilitarian content which may engage consumers, extending the reach of their content and helping to facilitate long-term brand loyalty.

This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a simulated shopping environment, as well as purchase-intention and brand-quality scales.