The influence of corporate rebranding on consumers' attitudes to the brand
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The document discusses rebranding at different levels - individual product, business unit, and corporate. It outlines the main drivers for rebranding such as changes in ownership, corporate strategy, competitive position, or external environment. Rebranding involves renaming, repositioning, and redesigning a brand. Consumers' attitudes towards rebranding are influenced by their commitment to the original brand and resistance to change, so research should be conducted to understand consumers before undertaking a rebranding effort.
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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.
2.[4 10]importance of brand personality to customer loyalty
This document discusses the importance of brand personality in building customer loyalty. It reviews past research that found loyal customers are more profitable than acquiring new customers, as retaining customers costs less. The paper presents a conceptual model examining how brand personality influences customer loyalty. It explores the concept of brand personality and analyzes factors that lead to customer loyalty. The goal is to understand how brand personality affects a positive attitude toward a brand and makes customers loyal.
Chapter 8 - Creating Branding Equity
This document discusses key concepts related to branding and brand equity. It defines branding as endowing products and services with the power of a brand to create meaningful differences. Brand equity is the added value provided by a brand and is reflected in consumer responses and the value of the brand. The document outlines several models for measuring and managing brand equity, including building brand awareness and associations over time. It also discusses strategies for brand portfolios, extensions, and architecture to leverage existing brand equity.
Building a Powerful & Enduring Brand
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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.
Kotler and London Business School's views on Brand equity, brand loyalty !
Kotler and London Business School's views on Brand equity, brand loyalty !sanjeeev bahadur, m.tech,mba
This document discusses brand equity and brand loyalty. It covers several topics related to measuring and building brand equity and loyalty, including:
- Defining brand equity as the financial value a well-known brand name generates over an unknown name.
- Methods for measuring brand equity, including examining factors like market share, profit margins, and consumer perceptions.
- The importance of brand loyalty for manufacturers and how it is defined.
- Key factors that influence brand loyalty, such as perceived value, satisfaction, trust, and commitment.
- Challenges in valuing brands and calculating true brand equity. The document provides an overview of various approaches and considerations for valuing brands.Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
I42 strong brands, profitable brands
Estimation of a brand’s value and its contribution to business has always been considered the main challenge in measuring intangible assets. But what are those brands that make the highest contribution to business value? What brands achieve greater financial result? The stronger the brand, the higher the company’s stock price.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Adolfo Fernández, Director for Customer Services at Millward Brown, Madrid; Javier Mancebo, Intelligence Director at Havas Sport & Entertainment; and José Carlos Villalvilla, General Director for Eco-Efficiency and Power Services at Iberdrola during a discussion titled New Measurement Frontiers: from Reputation to Customer Value organized by Anuncios magazine jointly with Conento and Millward Brown in Madrid, on October 18, 2012.
Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis
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Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.11BrandEngagementandBrandLoyalty.pdf
This document provides an overview of brand engagement and brand loyalty from theoretical, managerial, and methodological perspectives. It discusses how brand engagement is a more recent concept than brand loyalty that focuses on the emotional attachment consumers can feel toward a brand, viewing the brand as an important reflection of their self-identity. Different types and levels of brand engagement are described, as well as their antecedents and consequences. The relationship between brand engagement and brand loyalty is also explored, with brand engagement seen as a way for marketers to encourage emotional, attitudinal loyalty among customers.
11 brandengagementandbrandloyalty
This document discusses brand engagement and brand loyalty from a theoretical perspective. It defines different types and levels of engagement, from general marketplace engagement to engagement with specific product categories and brands. Market mavenism refers to general engagement with the marketplace. Enduring product involvement describes emotional engagement with a particular product category. Brand engagement focuses on emotional attachment and relationships with individual brands, seeing them as reflections of self-identity. The document explores the antecedents and consequences of these various levels and types of consumer engagement.
Nivea
This document provides an executive summary and introduction for a brand audit of the Nivea skin care brand. The purpose is to identify any challenges in achieving alignment between what customers believe about the brand, what they value, what the company communicates, and where they want to take the brand. The brand audit will examine Nivea's current brand health and positioning. It will gather information from customers to help determine if repositioning is needed and inform a sustainable brand strategy. The introduction provides background on Nivea as a global skin care brand known for trust, reliability and gentle care. It compares marketing and branding, defines brands, and discusses the importance of the brand experience over products.
Jeyasheela
Brand management is the art of creating and maintaining a brand over time. It involves developing a brand promise to consumers, delivering on that promise consistently, and building brand identity, awareness, quality, associations and loyalty. The brand management process includes identifying brand positioning, planning marketing programs, measuring brand performance, and growing brand equity over the long run. Effective brand management takes a strategic, holistic approach and manages the brand as a long-term asset.
Customer based brand equity model
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
BM - CH 2.ppt
This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer responses to marketing for that brand. It identifies key components of creating strong brand equity as brand awareness, brand image, strong brand associations, and building relationships between customers and the brand. The document presents a customer-based brand equity model and pyramid that shows how performance, imagery, judgments, feelings, and resonance contribute to brand salience and ultimately customer-brand resonance.
Effect of Product Redesign on Consumer Brand Loyalty in Developing Countries:...
Effect of Product Redesign on Consumer Brand Loyalty in Developing Countries:...International Journal of Business Marketing and Management (IJBMM)
This study investigated the effect of product redesign on consumer brand loyalty in developing
countries drawing evidence from selected manufacturing firms in South East Nigeria. Further, it sought to
assess the components of product redesign applied by firms and examine the extent to which they affect
customers brand loyalty. The study adopted the survey research design using questionnaires for data collection.
A proportional stratified random sample of 553 staff of manufacturing firms was drawn from a population of
7112. Spearman rank order correlation coefficient was used to test the reliability of the instrument given a
coefficient of 0.83.kellersbm302-130514104748-phpapp02.ppt
This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer responses to marketing for that brand. It identifies brand awareness, brand image, and the associations consumers have with the brand as key components of brand equity. The document presents a model for customer-based brand equity that shows how performance, imagery, feelings, judgments, and resonance contribute to brand salience and ultimately consumer-brand resonance.
CUSTOMER-BASED BRAND EQUITY.ppt
This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer responses to marketing for that brand. It identifies brand awareness, brand image, and the associations consumers have with the brand as key components of brand equity. The document presents a model for customer-based brand equity that shows how performance, imagery, feelings, judgments and resonance contribute to building brand salience and a strong consumer-brand relationship.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Similar to The influence of corporate rebranding on consumers' attitudes to the brand (20)
Brand Recall in of Color Coated Roofing Sheet Market of Bangalore
Brand Recall in of Color Coated Roofing Sheet Market of Bangalore
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
2.[4 10]importance of brand personality to customer loyalty
2.[4 10]importance of brand personality to customer loyalty
The Significant Dimensions of Customer-Based Brand Equity
The Significant Dimensions of Customer-Based Brand Equity
Kotler and London Business School's views on Brand equity, brand loyalty !
Kotler and London Business School's views on Brand equity, brand loyalty !
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis
Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis
Effect of Product Redesign on Consumer Brand Loyalty in Developing Countries:...
Effect of Product Redesign on Consumer Brand Loyalty in Developing Countries:...
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...
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