The document discusses various methods for assessing brand equity from a marketing perspective. It analyzes approaches such as Aaker's brand equity model involving differentiation, loyalty, perceived quality, and other attributes. Another approach discussed is Young & Rubicam's Brand Asset Valuator technique which measures differentiation, relevance, esteem, and knowledge. The document also examines Moran's model using effective market share, relative price, and durability, as well as Interbrand's brand valuation model. The conclusion is that each method has strengths and weaknesses, so it is best to use multiple approaches to ensure accurate brand assessment.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
This study aims to examine the influences of brand orientation and brand distinctiveness on brand
performance. Proportionate stratified random sampling was used to collect data of 550 furniture
manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have
positive and significant relationships with brand distinctiveness and brand performance. This indicates
the more oriented their brand are, the more distinctive and better performance are their brands. Brand
distinctiveness was revealed as a mediator between brand orientation and brand performance. Hence,
this study provides important findings through the integration of these variables towards brand
performance within the furniture firms in Malaysia.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
This study aims to examine the influences of brand orientation and brand distinctiveness on brand
performance. Proportionate stratified random sampling was used to collect data of 550 furniture
manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have
positive and significant relationships with brand distinctiveness and brand performance. This indicates
the more oriented their brand are, the more distinctive and better performance are their brands. Brand
distinctiveness was revealed as a mediator between brand orientation and brand performance. Hence,
this study provides important findings through the integration of these variables towards brand
performance within the furniture firms in Malaysia.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
BRAND ORIENTATION OF SMALL ENTERPRISES: A STUDY BASED ON APPARELS INDUSTRY IN...ijmvsc
This paper studies the brand orientation-business performance association in the context of micro enterprises. Given the apparent need for investigation on branding in small enterprises, the goal of this study is to inspect how brand orientation rears to the performance of small enterprises carrying out in diverse situations. The paper builds on the contingency theory, according to which a business strategy is likely to produce different consequences in different contexts. It also scan how brand orientation relates to other branding and marketing theories, including brand identity and alternative approaches such as market orientation. A qualitative research approach is adopted. Besides contributing to the assumption of small enterprises branding by empirical studying the argument that branding is vital also for small enterprises and not just for big firms, this paper provides practitioners with much required information about whether and when brand orientation gives value to their business performance.
Developing Relationships; consumers as a source for sustainable competitive a...Kevin Rommen
The world is changing thus business units should also be changing. The influences of social media and internet can no longer be neglected, case in point “Nestlé’s epic social media #fail”1. These changes are giving consumers more and more power in their relationship with business units. Furthermore the enormous amount of products available give consumers more and more possibilities to choose from. For example, at supermarkets in the USA you’ll find in the average week about 110 cereal brands in stock (Shum, 2004). The availability of that amount of different products/product-ranges within an industry raises the question to how business units can create competitive advantage within this enormous amount of competition, especially when the consumer is gaining power?
Comparison of the 2016 data on brand value published by Brand Finance, Interbrand and Millward Brown. Also includes analysis of brand value as a percentage of market cap by industry sector
Branding is one of the most important aspects of any business, large or small, retail or B2B. Branding is the main element because of its success of any business depends on the way which the service /product tend to be marketed to the consumers. The successful branding is single that comes up having a coherent and also consistent technique of building the visible regarding itself as well as finally succeeds throughout laying the solid foundation that progress for years without virtually any shortcomings .One of an great positives associated with establishing a title is actually that It\’ll support the business for getting easily identified and established.
Comparison of the results of the 2013 brand value league tables published by Interbrand, Brand Finance, Millward Brown and the European Brand Institute.
The presentation provides a summary of the methodologies used, and the valuations of the top 30 brands from each league table.
It compares the values attributed to the 28 brands that appear on all 4 lists, and the assessment of whether they are increasing or decreasing in value.
Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
Review of the 2014 league tables for the top 100 brands published by Interbrand, Brand Finance, Eurobrand, and Millward Brown.
Compares the results in terms of the top 30 brands on each list (11 of which are common to all four lists) and the 29 common brands across the four top 100 lists
The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
BRAND ORIENTATION OF SMALL ENTERPRISES: A STUDY BASED ON APPARELS INDUSTRY IN...ijmvsc
This paper studies the brand orientation-business performance association in the context of micro enterprises. Given the apparent need for investigation on branding in small enterprises, the goal of this study is to inspect how brand orientation rears to the performance of small enterprises carrying out in diverse situations. The paper builds on the contingency theory, according to which a business strategy is likely to produce different consequences in different contexts. It also scan how brand orientation relates to other branding and marketing theories, including brand identity and alternative approaches such as market orientation. A qualitative research approach is adopted. Besides contributing to the assumption of small enterprises branding by empirical studying the argument that branding is vital also for small enterprises and not just for big firms, this paper provides practitioners with much required information about whether and when brand orientation gives value to their business performance.
Developing Relationships; consumers as a source for sustainable competitive a...Kevin Rommen
The world is changing thus business units should also be changing. The influences of social media and internet can no longer be neglected, case in point “Nestlé’s epic social media #fail”1. These changes are giving consumers more and more power in their relationship with business units. Furthermore the enormous amount of products available give consumers more and more possibilities to choose from. For example, at supermarkets in the USA you’ll find in the average week about 110 cereal brands in stock (Shum, 2004). The availability of that amount of different products/product-ranges within an industry raises the question to how business units can create competitive advantage within this enormous amount of competition, especially when the consumer is gaining power?
Comparison of the 2016 data on brand value published by Brand Finance, Interbrand and Millward Brown. Also includes analysis of brand value as a percentage of market cap by industry sector
Branding is one of the most important aspects of any business, large or small, retail or B2B. Branding is the main element because of its success of any business depends on the way which the service /product tend to be marketed to the consumers. The successful branding is single that comes up having a coherent and also consistent technique of building the visible regarding itself as well as finally succeeds throughout laying the solid foundation that progress for years without virtually any shortcomings .One of an great positives associated with establishing a title is actually that It\’ll support the business for getting easily identified and established.
Comparison of the results of the 2013 brand value league tables published by Interbrand, Brand Finance, Millward Brown and the European Brand Institute.
The presentation provides a summary of the methodologies used, and the valuations of the top 30 brands from each league table.
It compares the values attributed to the 28 brands that appear on all 4 lists, and the assessment of whether they are increasing or decreasing in value.
Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
Review of the 2014 league tables for the top 100 brands published by Interbrand, Brand Finance, Eurobrand, and Millward Brown.
Compares the results in terms of the top 30 brands on each list (11 of which are common to all four lists) and the 29 common brands across the four top 100 lists
The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed.
This study aims to examine the influences of brand orientation and brand distinctiveness on brand
performance. Proportionate stratified random sampling was used to collect data of 550 furniture
manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have
positive and significant relationships with brand distinctiveness and brand performance. This indicates
the more oriented their brand are, the more distinctive and better performance are their brands. Brand
distinctiveness was revealed as a mediator between brand orientation and brand performance. Hence,
this study provides important findings through the integration of these variables towards brand
performance within the furniture firms in Malaysia
DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIAIAEME Publication
Stakeholders in C2C e-marketplace in order to optimize the category of groceries.
One way to do this is through customer equity management. Therefore, it is very
important to conduct research on the analysis of customer equity, customer loyalty in
the context of c2c e-marketplace in Indonesia (study in the product groceries
category) which aims to partially determine the effect of brand equity, value equity
and relationship equity on trust and customer loyalty and the influence of trust on
customer loyalty. The design of this study uses an explanatory approach. The data
analysis technique uses structural equation model (SEM) and sampling is limited to
certain criteria (purposive sampling). This study used 200 respondents. The results of
this study show that there is a partial influence of brand equity and value equity on
constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct
effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies
must focus on rewarding systems through cash back reward programs, virtual loyalty
cards, incentive programs, and virtual communities that have been proven to be able
to increase customer loyalty.
DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIA IAEME Publication
Stakeholders in C2C e-marketplace in order to optimize the category of groceries. One way to do this is through customer equity management. Therefore, it is very important to conduct research on the analysis of customer equity, customer loyalty in the context of c2c e-marketplace in Indonesia (study in the product groceries category) which aims to partially determine the effect of brand equity, value equity and relationship equity on trust and customer loyalty and the influence of trust on customer loyalty. The design of this study uses an explanatory approach. The data analysis technique uses structural equation model (SEM) and sampling is limited to certain criteria (purposive sampling). This study used 200 respondents. The results of this study show that there is a partial influence of brand equity and value equity on constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies must focus on rewarding systems through cash back reward programs, virtual loyalty cards, incentive programs, and virtual communities that have been proven to be able to increase customer loyalty.
B-To-B Brand Relevance in Purchase Decision-Making Process in Business To Bus...inventionjournals
Today, brands are indisputable levers of marketing actions. The research delay of the specific case of business to business (B-to-B) branding is topical and originally brings into question the brand relevance in purchase decision-making in a sub-Saharan African context. A study with a sample of 69 Cameroonian enterprises in B-to-B has identified a number of findings. Firstly, Cameroonian companies in B-to-B use more and more corporate brand strategy, although there are also product brand strategy (one brand for all products or a brand by product if the company's product portfolio is multiple). Secondly, the industrial brands play several roles for customers and suppliers, ranging from the identification of the industrial product (suppliers) to the facilitation of their choice (customers). This result corroborates many works that have been published. Finally, although the brand plays an undeniable role in the B-to-B companies, its relevance in the purchase decision-making is still low in sub-Saharan Africa, for the benefit of the company‘s reputation, guarantees, presales/after-sales services and price. This second finding also corroborates works that have been done in a South-African context. However, the relevant of B-to-B brand is more important than the geographical origin of the product.
Determinants of Customer Based Brand Equity A Study of Public and Private Banksijtsrd
Now a days many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 162 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample t test by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and Determinants of CBBE, and The multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers. Bodige Mamatha "Determinants of Customer Based Brand Equity: A Study of Public and Private Banks" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33560.pdf Paper Url: https://www.ijtsrd.com/management/marketing-management/33560/determinants-of-customer-based-brand-equity-a-study-of-public-and-private-banks/bodige-mamatha
Torg.uz from the 4Ps perspectives and suggesting some enhancements and improvements that should be made by the management of the website to success in the future.
What are the methods used and challenges that are faced during the project ma...Miraziz Bazarov
What are the methods used and challenges that are faced during the project management in (Uzbek) offshore ICT outsourcing on the example of Blue Fountain Media?
Nowadays, sport industry has become one of the main leisure activities for a large number of people all around the world in different but interrelated ways.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Memorandum Of Association Constitution of Company.ppt
Brand Value and Equity. Analysis of the most popular and appropriate methods of assessing Brand Equity from marketing view.
1. MirazizBazarov - 2011
Title: Brand Value and Equity. Analysis of the most popular and appropriate methods of
assessing Brand Equity from marketing view.
The importance of the brand in the performance of the company is hard to under-evaluate
nowadays. Kotler (2003) notes that brand is the most important assets for many companies and
quotes the words of Coca-Cola's CEO who suggested that the company's value would not be
seriously affected by the demolition of all the factories and facilities, since their main assets if
their goodwill and the collective knowledge they posses.
Wood (2000), Brassington and Pettit (2003), and later Business Dictionary (2011) define brand
as the combination of the symbols, words, and signs used in order to create the image that helps
differentiate the products from competitors via exact identifications and association with a
certain level of quality and benefits provided, in addition to the association with the sum of the
previous experience and satisfaction as the result of using these products.
Wood (2000) and Krishnan et. al. (2001), note that the measurement of the relationship
between the customers and brands resulted in the arousal of the term “brand equity”. However,
Grannell (2010) warns about the possible confusion between brand equity and brand value,
since they are inter-related concepts and often have same causes for variation. He notes that, for
example, the growth of the sales in some of the cases increases the value but decreasing the
brand equity. But, he notes the works of Keller (2008) and Raggio and Leone (2007) who
suggest that the analysis of both brand equity and brand, and how they are measured and
managed, helps comprehend the role of brand as one of the most important asses. The term
“brand equity” as itself, is considered to be rather broad, and definition of this term varies
greatly, from author, to author, but for marketing area, apart from pure accounting, it is mainly
considered as the measurement of the difference between possible sales and company strengths
with the brand and without, with other variables, such as facilities and technological
development remaining the same (Leuthesser et. al. 1995, Wood 2000, Keller 2003, Grannell
2010).
After the comprehensive analysis of the range of articles published in the Journal of Marketing
Research during the period of 1980s and 1990s, Malhotra et. al. (1999) suggests that the
analysis and evaluation of brand equity becomes an integral part of any analysis related to the
company. The reason here is that the capital is not considered as a serious constraint for
business now, since the costs of physical assets is permanently decreasing since the middle of
2. MirazizBazarov - 2011
20th century, and now the point of differentiation generally comes from intangible assets and
marketing efforts (Domingo 2001). This lead to the requirement of proper evaluation of
productivity of the spending on marketing, and therefore concise brand equity evaluation can
be used for this purpose, as Sheth and Sisoda (2000) suggest.
Abratt and Bick (2002) make a comprehensive analysis of the wide range of the approaches to
measuring brand value and brand equity and suggest that properly channeled information
resulted from correct evaluation can influence the level of spending on marketing, evaluate the
performance of marketing managers, and can be a starting point for success building or
rebuilding the existing brand.
They also suggest that all the methods of brand valuation can be separated into 5 groups:
1. Cost-based approaches - determining the costs related to creation of the brand or replacing
(Keller 2008);
2. Market-based approaches - evaluation of the costs of replacing the assets in case their
demolition (Keller 2008);
3. Economic use or income-based approaches - forecasting the future net earnings related to
brand;
4. Formulary approaches - revising multiple mainly qualitative criteria to evaluate brand;
5. Special situation approaches.
Abratt and Bick (2002) suggest that there are numerous of the methods which can be attributed
to one of these groups, so they suggest implementation of the most reliable and popular. Taking
this into account, it is important to find out and give insights into the most prominent
approaches to brand valuation.
One of the easiest way to determine the Brand Equity is determining company's Goodwill value
(price above tangible assets), as Seetharaman et.al. (2004) and Tollington (1999) suggest.
However Tollington (1998) notes that in many cases the brand assessment according to
goodwill can be misleading, therefore suggesting the implementation of other approaches to
assess brand equity, apart from accounting ways for assessing.
Taking into account the previous statement, Aaker (1996) makes a very comprehensive
research on the possible ways of measuring the brand equity across the products and markets
and suggests an easy yet comprehensive approach to assessing the strength of the brand equity.
The reasons here is that he analyzed the implementation of every possible criteria from four
3. MirazizBazarov - 2011
prospects of the brand value: reflecting the brand value advantage that cannot be easily
duplicated by competitors, being truly associated with the sales and profit, reflecting the
changes in market and uncovering current problems, and being easily applicable across brands,
product categories, and markets (Aaker 1996, Bick 2003).
So he suggested analyzing the strength of differentiation, loyalty, perceived quality, leadership
or popularity, perceived value, brand personality, organizational associations, brand awareness,
market share and market price, in addition to distribution coverage in order to evaluate the
overall strength of the brand. However, Aaker suggests that it is not appropriate and reasonable
to use a mathematical model and weight all the attributes or combine all the aspects into the
overall score, because the weighting varies from brand to brand and within different markets
and categories, and therefore using quantitative measures can be misleading for the
management. Instead, University of Virginia (2002) suggest that while implementing Aaker's
approach, each of the attributes should be considered separately, and then the final conclusion
on overall brand equity can be suggested. But University of Virginia notes that the results of
4. MirazizBazarov - 2011
the assessment according to Aaker's approach are often vague and often cannot be used as the
basis of suggesting and proving the changes in the field of brand management.
One of the prospective approaches to evaluate the brand equity is the Brand Asset Valuator
technique developed by Young & Rubicam, as Mett (2011) suggest. This technique is consisted
of surveying consumers and therefore measuring the four following dimensions: differentiation,
as an ability of the brand to distinct from competitors, relevance – the level of appropriateness
and closeness of ties to the targeted market, esteem – consumers’ perceived quality and respect
of the brand, and knowledge – consumers' awareness of the brand and its main features (de
Mortanges and van Riel 2003, Mett 2011).
Value Basement Management (2010) also notes that differentiation and relevance are aiding in
measuring the growth potential, or, in other words, Brand Vitality, while esteem and
knowledge are considered to be the part of Brand Stature, which determines the current power
of a brand.
Brand Asset Valuator is proved to be a good tool for managing the brand in a long-term period,
since it give insights to consumer behavior, and future prospects of the products and potential
for brand enhancement (Watson C, 2010). On the other hand, the results of the evaluations
using BAV are usually very abstract and cannot be measured in solid quantitative terms, in
addition to the fact that this is the proprietary tool of Young & Rubicam and can be fully
implemented only by this organization (Scribd, 2011).
On the contrary, Moran (1994) suggests an alternative and freely accessed quantitative
measurement in assessing brand equity, which consists of measuring the products using three
5. MirazizBazarov - 2011
factors: effective market share, showing the weighted average of the brand’s market share in all
the segments at which it aims, relative price, representing the difference between the branded
product's prices and average price of the comparable goods in the same market, and durability,
which is showing the index of expected repeat customers to total customers of the branded
products.
So, Economy Watch (2010) proposes the simple representation of the formula suggested by
Moran (1994):
Brand Equity (I) = Effective Market Share (%) * Relative Price * Durability (Loyalty Index)
(I).
But, despite of the simplicity, Moran’s approach can be sometimes misleading, since it does not
take into account the profits related to the brand equity. In the view of this fact, it is important
to suggest another quantitative approach of brand equity assessment, which is Interbrand's
Brand Valuation Model, which is well-known because of the annual study on the Most
Valuable Brands, which is now known as Best Global Brands and considered to be as rather
precise by many specialists (Interbrand, 2011a). According to the methodology of the
assessment, the separation of tangible product value from intangible brand value is done and
then evaluated (Interbrand, 2011b):
So, after all these procedures are done, the growth and discount rates are calculating the final
brand value.
Another considerably simple quantitative analysis of brand value is marketing conjoint
analysis, as Green and Srinivasan (1990) notes. Quaticts (2010) suggests that it can include
brand and price as the several one or several attributes in this field in addition to the brand
value for consideration, and after enough scenarios are taken into considerations it is possible
6. MirazizBazarov - 2011
to determine the price the consumers are ready to pay for a particular brand, it also notes that
this method is useful in conjoint with other methods of brand valuation.
In conclusion, it was found out that nowadays the performance of the company is directly
related to the strength of the brand. Thus, the proper management and consequently proper
brand equity assessment is required for modern marketing managers. Taking into account that
there is a range of the techniques of assessing the brand equity using accounting methods, this
literature review was aimed on other, mainly marketing-related methods. However, it was
found out that there is plenty of marketing-related techniques too. Therefore, the most popular
and well-known approaches were studied, including Aaker's, Young & Rubicam's, Moran's,
and Interbrand's methods of assessing the brand equity. It was also proved that every of the
methods has their pros and cons, so they should carefully chosen for the implementation and
also used together to ensure the correct brand evaluation.
7. MirazizBazarov - 2011
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