quora
Nobody downloaded yet

Brand Management - Dissertation Example

Comments (0) Cite this document
Summary
Innovation as a tool of brand sustainability: A study on Mobile phone industry Table of Contents Table of Contents 2 1. Literature Review 4 1.1 Branding life cycle 5 1.2 Process of Rejuvenation 6 1.3 Innovation from firm’s perspective 7 1.4 Innovation and customers satisfaction 8 2…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.7% of users find it useful
Brand Management
Read TextPreview

Extract of sample
"Brand Management"

Download file to see previous pages Although there is an accounting and legal meaning of branding but in terms of marketing it refers to the products that have clear identity, that uniquely associates and establishes a meaning between the brand and the customers. From the perspective of customer, a brand is a promise that the product will perform perfectly as per their expectation and provide them with consistent performance across “all the touch points or moment of truth with the company (distribution channels, customer service, pricing, warranties and so forth)” (Bidgoli, 2010, p. 430). It is originated as a sign of ownership via the recognition as a mental depiction of customer benefits. But now brand has arrived to such a point that it represents the strategic position and vision of the company in relation to its environment. The brands has moved from merely being an addition to the offering to its reception as a symbol of knowledge, vision and culture that would strategically guide the offering (Abbing and Gessel, 2008). The process of innovation helps not only to reduce cost but also improves the quality of the product. Thus it improves the relative value of the product. Innovation not only affects the value of the product but also helps in creating reputation. ...
to liberation of brand and plan, value and meaning as associates as well as essential resources in the development of leading services and products in the market. 1.1 Branding life cycle Kotler (2000) has defined brand as an expression, name, sign, design or a combination of all these which signifies a particular seller or a group of sellers and aims towards differentiating them from the other competitors available in the market. This definition can be limiting. Dibb et al. (1997) suggested that branding is one of the tangible features of a product. It provides the customer with the verbal and physical clues that helps them to choose one particular product over the others that are available in the market. However it is not only limited to products; services also communicates physical and verbal clues. For instance the hotel that provides its wide range of varieties of services also provides and transmits a range of physical and verbal communication to its potential customers. The term “life cycle” is often linked with the development of a service or product. The same metaphor is used to link human behaviour with the concept of branding. This suggests that there are possibilities that the brands that one finds in the offices and homes may be seen to face a decline and finally seen to die. These brands also have long history of struggle and have left various legacies. Brands are affected by various combinations of macro and micro environmental factors (Chitale and Gupta, 2011; Majumdar, 2004; Kurtz and Boone, 2008; Gelder, 2005). By understanding the influence of these factors on the position of the brand in the market place, the management of the organization will be able to forecast the health of their brand in future and will be able to plan their strategies. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Brand Management Dissertation Example | Topics and Well Written Essays - 3000 words”, n.d.)
Retrieved from https://studentshare.org/biology/1403793-brand-management
(Brand Management Dissertation Example | Topics and Well Written Essays - 3000 Words)
https://studentshare.org/biology/1403793-brand-management.
“Brand Management Dissertation Example | Topics and Well Written Essays - 3000 Words”, n.d. https://studentshare.org/biology/1403793-brand-management.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Lancome Brand Management in China & USA
In order to test whether or not the theories of brand management apply to different countries, given that the same brand of products is reviewed in different markets, this dissertation chose Lancome, the luxury brand of cosmetics, and how products with that brand have been marketed in China and the USA.
47 Pages(11750 words)Dissertation
Brand management
The present console conflict is between Nintendo's Wii, Sony's Playstation 3 and Microsoft's XBox 360. As it is now nearing the end of that This project will not look at the handheld market, but it is important for readers to bear in mind the handheld market.
12 Pages(3000 words)Essay
The impact of Brand Extension on Brand Personality. Caterpillar and Burger King
This research investigates the impact of brand extension on the personality of a brand and for this purpose; two companies are selected to conduct this report. One of the companies is of Caterpillar and other is of Burger King. This Impact of brand extension can be either negative or positive and this research test out the positive impact and negative impact on the brand personality.
46 Pages(11500 words)Dissertation
Reason of brand image transfer between industries
The transfer is one that is based on specific strategies and understandings of the corporation and creates a different level of responses with consumer perception. It is noted that there are mixed responses with brand image transfer (Aaker, 1996), specifically because of the responses with the external environment.
50 Pages(12500 words)Dissertation
Tourism city brand of integrated marketing communications
It includes the incorporation of another person’s work from published or unpublished sources, without indicating that the material is derived from those sources. It includes the use of material obtained from the internet. (Senate Regulations 6.46) I confirm that I adhere to the School’s Policy on plagiarism.  Brunel Business School MSc in Marketing Academic Year: 2011 – 2012 City branding using Integrated Marketing Communication – A case of London Student ID: A dissertation submitted in partial fulfilment of the requirement for the degree of Master of Science.
60 Pages(15000 words)Dissertation
Research on brand strategy, Chinese brand issue and countermeasures
With the pressure exerted by globalization, Chinese brands have to seek newer markets as domestic markets achieve saturation. Chinese brands have not been able to make deep penetration in the international markets due to the negative perception they carry in the minds of the consumers.
40 Pages(10000 words)Dissertation
Brand management
In this case, BIG is an example of an organisation that serves s a case study for analyzing the extent to which business strategy can help in the realisation of performance target. Some of the aspects likeable about the experience are the perfect reward systems that Air Asia had introduced for customers.
4 Pages(1000 words)Assignment
The Brand Positioning and The Brand Perception of The Grand Hyatt New York City Hotel
The research findings reveal that there is a positive correlation among customers of The Grand Hyatt New York Hotel, but at the same time there is a mild correlation among prospects due to the fact that the respondents most probably do not belong to the target market of The Grand Hyatt New York Hotel.
88 Pages(22000 words)Dissertation
Brand Management: Main factors, New Trends and Research Gaps
The study reveals that six categories are most investigated and relevant for managers: Brand Management, Brand Equity, Brand Knowledge, Brand Awareness, Brand Recall, and Brand Image. In addition, corporate sustainability and international brand management have been identified as one of the major trends for brand managers and academia.
42 Pages(10500 words)Dissertation
Impact of Corporate Social Responsibility on Brand Value
Improving economic returns is not the sole responsibility of modern corporate firms. The firms in the contemporary era are expected to be socially responsible. The importance of business stakeholders has significantly increased over time and corporate firms are actively seeking ways whereby they can improve their loyalty towards stakeholders.
12 Pages(3000 words)Dissertation
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Dissertation on topic Brand Management for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us