According to Chen (2010) green brand equity, is a collection of assets and liabilities of the environment commitment and environmental concerns related to the brand, brand names and symbols that can enhance or reduce the worth of a product or service. Kang and Hur (2012) argued that broader investment in the green brand-customer relationship (green satisfaction, green trust, green affect, and green loyalty) in the green core competence of a firm optimizes green brand equity. In the other word, investment
Brand Asset management is an era connected with increasing value to marketing experts today, particularly as organizations shift toward attempts to converse ever complicated and intangible messages as part of brand management strategies (Davis, 2000; Good child & Callow, 2001). One of the numerous exciting questions dealing with present day brand managers worry on how to develop a better understanding of the proper relationship between constructs such as customer loyalty and brand equity, particularly
the Line (BTL) in organization business and marketing communications is a marketing technique, that companies are useing to sell products. Targeting a niche market using the BTL communication means.By BTL communication (promotion), you can build brand awareness through the sale or use all of the drives, and more personal way to provide an opportunity for the audience to personalize their marketing messages interactions by BTL. BTL promotions give a return of valuable information on marketing investment
Among the competition, a brand holds a significant place in the consumers mind. it is confirmed that the old concept of branding which was there only to identify the product are being converted in to a relation brand
consumers look into when purchasing products. “Corporate social responsibility: Doing the most good for your company and your cause” (Kotler & Lee, 2008) By investing in Corporate Social Responsibility a brand can achieve improved name recognition, where consumers will start to connect your brand with a cause, and if the consumer also supports this cause, they may be more likely to purchase
Literature review This chapter will explore the literature of both crowdfunding, more specific, equity crowdfunindg and marketing communication campaign, and eventually on the cross road of both topics, which exactly is the key topic of this study. First, the literature areas related to entrepreneurial financing includes bootstrapping, angel finance, bank loans public support, VC and private equity. These aspects all can be helpful in explaining crowdfunding. The amount of literature is enormous
various activities in the value chain outsourced to specialised vendors. There is often little to distinguish between suppliers, with raw materials offering low differentiation. This reduces supplier power to some extent. Despite this, the high importance of the quality of raw materials and components to the car manufacturers (particularly when critical to safety) can enhance supplier power. Global macro factors and fluctuation takes a huge toll on the auto industry which is cyclic in nature. There
Brand Management Midterm 2 1. Write the summary of your choice of book in your own words (minimum 350 words) My book is Buyology by Martin Lindstrom. All of the people throughout the work are exposed to messages by the marketers and advertisers everyday in plenty of ways. In this book, Mr. Lindstorm wrote about his research, which was the largest neuromarketing study ever conducted, in which he was trying to see what makes us, consumers, to choose the brands we buy. Every advertiser or marketer
level price importance and sensitivity, because the competitive marketplace dictates that advertising affects both the sponsor's brand and the competitive offerings in the marketplace… Positioning can differentiate brands on the basis of attributes or image, associate them by highlighting similarities between market competitors, or focus consumers on a promotional price of an advertised brand. Identifying specific types of non price advertising positioning that increase brand equity and category
media marketing for brand recognition and customer loyalty (Source: http://www.launchandhustle.com/wp-content/uploads/2016/02/social-media-marketing-image.png) The advantage of social media marketing is that it helps the company in increasing brand recognition and customer loyalty (Rust et al 2005). There are many big companies like Skittles and Dell that have used social media with a motive to improve their sales and brand recognition. Today social media have gained so much importance that every company