Download or read book BRAND EQUITY AN INDIAN PERSPECTIVE written by SANGEETA TROTT and published by PHI Learning Pvt. Ltd.. This book was released on 2016-01-01 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product ‘a brand’. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success. The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product. This book is designed for the postgraduate degree and PG Diploma students of management specializing in Marketing and brand management. The book will be equally useful for practising Product/Brand Managers.
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Download or read book Perspectives on Modern Economy written by Aizhan Khoich and published by IJOPEC PUBLICATION. This book was released on 2020-09-10 with total page 575 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book aims to provide researchers from basic disciplines of the economics fields such as consumer behavior and public economy with a variety of distinctive perspectives in today’s world where the behavior and preferences of economic actors have changed completely, and the economic policies of countries have been redrafted.
Download or read book Multidisciplinary Perspectives Towards Building a Digitally Competent Society written by Bansal, Sanjeev and published by IGI Global. This book was released on 2022-06-17 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world is undergoing a transformation as technology enters every ecosystem. Subsequently, there is a need to develop higher-order digital skills to ensure one's employability as professionals need to build digital competencies to remain competitive in the current work environment. Additionally, businesses must also continue to update their digital practices in order to remain relevant. Multidisciplinary Perspectives Towards Building a Digitally Competent Society explores multidisciplinary perspectives towards building a more digitally competent society, considers new business models and the need for organizations and individuals to develop the right mindset to embrace digitalization, and discusses how social capital can become a key driver in crafting a whole new digitally competent social fabric. Covering topics such as technological transformation, social media, and corporate social responsibility, this reference work is ideal for corporate practitioners, business owners, policymakers, scholars, researchers, practitioners, instructors, and students.
Download or read book Driving Green Consumerism Through Strategic Sustainability Marketing written by Quoquab, Farzana and published by IGI Global. This book was released on 2017-11-30 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: The use of environmentally safe products is an emerging and popular trend throughout various industries. Product manufacturing and sales has changed in order to incorporate green initiatives that will appeal to this fast-growing market. Driving Green Consumerism Through Strategic Sustainability Marketing is an essential reference source for the latest scholarly research on the latest trends of consumerism and its effect and implications on the environment. Featuring coverage on topics and perspectives such as nutricosmetic products, green marketing, and animal products, this publication is ideal for those interested in aspects of green consumerism.
Download or read book Global Branding Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-07-05 with total page 998 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Download or read book Perspectives on Business management economics written by Vijaya kittumanda, dr.Naveenanr.v., dr. Rajesh rengaswamy, dr. Harmeet matharu and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Promotional Practices and Perspectives from Emerging Markets written by Sudhir Rana and published by Taylor & Francis. This book was released on 2022-09-05 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the challenges for businesses in meeting the needs of a diverse set of consumers. With the objective to ensure sustainable growth, there is a need for multinationals belonging to and working in emerging economies to learn best practices and continuously evolve. To conduct business in both urban and rural areas, marketing and promotions are potent tools when applied correctly to portray the right brand image. The book studies recent trends and developments in promotional practices as business strategy, sustainability, and innovation across businesses, including retail, textile, and digital technology. It highlights the path that managers should take in order to better understand the potential of distinct market segments and take marketing managerial decisions accordingly. This book will be useful to scholars and researchers of marketing, management studies, business management, financial management, business economics, international business, finance, digital technologies, development studies, and economics. It will also interest policymakers and practitioners in the field.
Download or read book Intellectual Capital as a Precursor to Sustainable Corporate Social Responsibility written by Marco-Lajara, Bartolomé and published by IGI Global. This book was released on 2022-12-19 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an increasingly changing and complex environment, sustainable development, corporate social responsibility, effective knowledge management, and intellectual assets represent the basis of today’s innovations and therefore the new ways for organizations to compete in the marketplace. In this regard, organizations need to incorporate a sustainable approach to their operations because there is a growing awareness of environmental issues among customers. They are faced with increasingly stringent environmental regulations, and the development of sustainable practices can lead to sustainable competitive advantages over time. Intellectual Capital as a Precursor to Sustainable Corporate Social Responsibility provides a body of research that explores the theoretical and practical aspects of linking corporate profitability, intangible assets, corporate social responsibility, and sustainability with respect to business management practices. Covering topics such as green intellectual capital, ecology of organizations, and green knowledge, this premier reference work is an essential resource for business practitioners, small business owners, entrepreneurs, students and educators of higher education, librarians, researchers, and academicians.
Download or read book Building Customer based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book EBOOK Managing Brands written by LAFORET, SYLVIE and published by McGraw Hill. This book was released on 2009-12-16 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Managing Brands
Download or read book Tourism in India written by Saurabh Kumar Dixit and published by Routledge. This book was released on 2021-06-07 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tourism is one of the fastest growing industries in India, contributing enormously to the Indian economy. Indian civilization and culture have followed the tradition of Atithi Devo Bhava (treating Guest as God) from time immemorial. Tourism in India is fairly rich and diverse in terms of its attractions and resources nevertheless the body of knowledge of tourism as a discipline is relatively unexplored in terms of scholarly research. The tourism industry in India has not been able to perform to its most impeccable potential due to several obstructions. Lack of efficient marketing and positioning of its tourism resources in the global market is one of the prominent causes of this. The Indian tourism industry cannot achieve the desired growth and impetus unless it is backed by intense promotional and marketing strategies abreast of the global business arena. In this volume, an effort has been made to uncover a deeper understanding of marketing perspectives of tourism in India using an interdisciplinary approach. The chapters in this book reflect the prevailing scenario in the hospitality and tourism business in India as posited by renowned global experts on this subject. The book is an essential resource to students, researchers, and scholars interested in examining the existing marketing strategies as well as exploring the suggested strategies that can be adopted to promote tourism in India. The chapters in this book were originally published as a special issue of Anatolia.
Download or read book Building Brands in the Indian Market written by Tapan Kumar Panda and published by Excel Books India. This book was released on 2004 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.
Download or read book Developing a Sustainability Mindset in Management Education written by Kerul Kassel and published by Routledge. This book was released on 2018-04-17 with total page 407 pages. Available in PDF, EPUB and Kindle. Book excerpt: With an expanding awareness of the challenges of sustainability, featured more in the daily news than in higher education textbooks, scholars and faculty have been called to connect their syllabi to the ‘real world’. This book doesn’t just offer the ‘why’; it offers the ‘how’ through presenting the definition and model of the ‘sustainability mindset’ to help educators frame curricula to facilitate broad and deep systemic learning among current and future leaders. A sustainability mindset is intended to help individuals analyze complex management challenges and generate truly innovative solutions. The sustainability mindset breaks away from traditional management disciplinary silos by integrating management ethics, entrepreneurship, environmental studies, systems thinking, self-awareness and spirituality within the dimensional contexts of thinking (knowledge), being (values) and doing (competency). This book is aimed at professors, faculty members, instructors, teaching assistants, researchers and doctoral students in higher learning management education programs. Chapter contributors are all teaching professionals from programs around the world, who have been doing research and creating curricula, assessments, tools, and more for the students in their classes, and the book will be globally applicable.
Download or read book Cross Cultural Perspectives on Luxury Marketing written by Tarnanidis, Theodore K. and published by IGI Global. This book was released on 2024-10-04 with total page 394 pages. Available in PDF, EPUB and Kindle. Book excerpt: As luxury brands become commonplace, businesses must incorporate more sustainable practices to handle the brands continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of "masstige" (mass prestige) brands. Sustainable luxury marketing through a cross-cultural perspective requires tailored marketing strategies for luxury brands that emphasize the exclusivity and high quality of their products while integrating eco-friendly practices. Such marketing plans may also resonate with diverse cultural values across business sectors. Cross-Cultural Perspectives on Luxury Marketing explores ongoing trends in sustainable luxury marketing using cross-cultural viewpoints. It examines the usage of immersive technologies by luxury brands and their impact on consumer relationships. This book covers topics such as consumer behavior, luxury fashion, and data analysis, and is a useful resource for consultants, policymakers, economists, business owners, sociologists, academicians, scientists, and researchers.
Download or read book Proceedings of the International Conference of Economics Business and Entrepreneur ICEBE 2022 written by Nairobi and published by Springer Nature. This book was released on 2023-05-30 with total page 620 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book.The Faculty of Economics and Business of Universitas Lampung in Indonesia is hosting the International Conference of Economics, Business & Entrepreneurship (ICEBE) 2022, its fifth annual international conference. The goal of this conference is to provide a clear direction and substantial advancements in the quickly recovering global economy. The 5th ICEBE welcomes and cordially encourages all authors to submit outstanding works on a range of topics relevant to the conference's theme. Theme: “Global Economy and Business Recovery Growth to Create a Sustainable Business-Friendly Environment”
