brand equity andthe value of marketing assets

... isolates the value of brand equity from that of others This technique divides the value of corporate shares into tangible and intangible equity and subsequently, separates brand equity from the ... for its low value (Binh Thuan Department of Agriculture and Rural Development, 2010) THEORETICAL BASES ON BRAND EQUITY AND PROPOSED RESEARCH MODEL 2.1 Brand Equity The concept of brand equity dates ... believe that brand equity refers to consumers' different assessments of branded and unbranded products of identical attiibutes Overall, most of the previous studies imply that brand equity reveals...

Ngày tải lên: 18/08/2016, 15:48

... Meta-Analysis of Electronic Word -of- Mouth Elasticity,” Journal of Marketing, 79 (March), 19–39 190 / Journal of Marketing: AMA/MSI Special Issue, November 2016 Copyright of Journal of Marketing is ... contribution of marketing spending to a brand s value as well as when the firm realizes this value Conversely, more research is needed on the impact of cessation or reduction of marketing, especially ... times The Scope of Marketing Within the Organization The scope of marketing is one of the key determinants of its objectives and of the effectiveness/efficiency decisions that the marketing department...

Ngày tải lên: 27/04/2017, 11:10

... of the study The results of this study can help the managers of Vietnam‟s coffee brand especially of Trung Nguyen coffee measure the current brand equity level of their brand under the view of ... dimensions of brand equity have positive effect on perception of Vietnamese coffee brand with representative is Trung Nguyen coffee?  How much they affect the brand equity of Trung Nguyen coffee? ... about customers of Trung Nguyen Coffee The second part consists of questions for measuring brand equity and the dimensions of brand equity including brand awareness, brand association, brand loyalty...

Ngày tải lên: 07/08/2017, 20:42

... defined brand equity as various outcomes of consumer’s responses to the brand marketing along with the brand knowledge Furthermore, Keller also suggested factors of brand equity include brand knowledge ... on the aspect of brand equity However, the study also shows there are more considerations in the brand equity dimensions rather than the influences of event marketing on brand equity overall ... were mostly affected by the brand Change in brand equity is the major effect of event marketing; it is usually presented as a tool to promote brand equity in the brand management literature (Keller...

Ngày tải lên: 22/03/2017, 04:12

... factors of brand equity Hence, it helps marketing managers to design marketing strategies more effectively 2.2 Brand equity Brand equity is defined as a set of assets and liabilities linked to the brand, ... dimensions of brand equity 1.2 Research objectives The purpose of this research is to explore impacts of factors of marketing communication on brand equity s elements This has been one of hottest ... that brand equity is one of the sources to increase efficiency of marketing communication programs Brand equity also increases willingness of consumers to pay premium price for a specific brand Brand...

Ngày tải lên: 12/08/2017, 21:10

... such a way to include consumer behavior, brand, brand equity, Conceptualization of brand equity, brand equity in service industry and the dimensions of brand equity Chapter three presents the method ... customer about the brand over time Aaker (1991,p.15) provided the most precise definition of brand equity, he defined brand equity “as a set of brand assets and liabilities linked to a brand, its name ... to brand equity Yoo and Donthun (2001) employed four of Aaker’s component of brand equity i.e brand awareness, brand loyalty, perceived quality and brand association excluding proprietary assets...

Ngày tải lên: 24/09/2012, 17:19

... model, brand equity is derived from the customer’s perception of the quality and thereby the brand value Other components of their brand equity construct are hedonic brand attitude, utilitarian brand ... empirical studyinto the impact of trust on brand equity pointed out that brand equity is best explained when brand trust is taken into account reinforces the idea that brand equity is a relational market-based ... particular product or service, and thus it is called brand equity In marketing literature, brand equity is defined and measured differently Brand equity is either conceptualized or measured, or both...

Ngày tải lên: 06/11/2012, 15:52

... the value of intangible assets, which is one of the components of the market value of the firm along with tangible assets, brand equity was estimated based on the financial market value of the ... on the concept of brand equity All these definitions imply that brand equity is the incremental value of a product due to the brand name (Kim et al 2003) Brand equity research in marketing has ... conceptualization of brand equity 26 2.3.2 Keller’s conceptualization of brand equity 28 2.4 The measurement of Customer-Based Brand Equity 30 2.4.1 Brand awareness 31 2.4.2 Brand...

Ngày tải lên: 22/08/2013, 22:27

... functions of internal customer reference marketing The role of customer references as marketing assets The function of reference -marketing activity (internal) The supplier's reference -marketing ... and Morgan, 2009) The market value of firms lies increasingly in their intangible assets (Lusch and Harvey, 1994) and intangible marketing assets, such as brand equity (e.g Aaker, 1991; Walley ... books" 5.3 The roles of customer references as marketing assets The findings of our study show that customer reference marketing is not merely a tool for, or the responsibility of, marketing and sales...

Ngày tải lên: 23/03/2014, 03:20

... representative of fair value Financial assets and liabilities with offsetting positions in market risk(s) or credit risk IFRS 13 permits an exception to measure the fair value of a group of financial assets ... representative of fair value? Step Is NAV per unit otherwise representative of a fair value (Level or Level 3)? To assess whether NAV is otherwise representative of the fair value of the investment ... discussion of valuation techniques Irrespective of the level in the fair value hierarchy used to measure the fair value of a financial instrument, the method chosen must maximise the use of relevant...

Ngày tải lên: 23/03/2014, 11:20

... losses on inancial assets at fair value through proit or loss in the statement of comprehensive income? The entire fair value change on debt and equity instruments at fair value through proit ... currency of 461,708 The fair value in the functional currency of 799,000 is calculated by applying the period end spot exchange rate of 1.7 to the fair value in the foreign currency of 470,000 ... effective interest of 19,708 for the irst six months is calculated as: Amortised cost at the beginning of the period of 450,000 EIR of 4.3796% The amortised cost at the end of the period is calculated as:...

Ngày tải lên: 30/03/2014, 03:20

... desire for personalization) Marketing kinh nghiệm (experiential marketing) Marketing khách hàng cá nhân (one-to-one marketing) Marketing phép (permission marketing)  Marketing kinh nghiệm Kết ... động Marketing nói chung, chiến lược sản phẩm, giá phân phối nói riêng  Cách thức thương hiệu tích hợp hữu hiệu với chương trình marketing, để tối đa hố việc tạo dựng vốn thương hiệu (brand equity) ... Các nỗ lực xây dựng thương hiệu Các hoạt động Marketing Sản phẩm Các nỗ lực xây dựng thương hiệu Các hoạt động Marketing Biểu cá nhân (expression of individual) Mong muốn người tiêu dùng dành...

Ngày tải lên: 23/06/2014, 08:32

... portfolio of brands for strategic reasons The value of the brands individually not equal the value of the brands as a whole A method of valuing a portfolio of brands would be to value the brand in ... capitalization plus the market value of debt and other securities) of the firm The value of the intangible assets are broken down into three components, namely brand equity, value of non brand factors that ... exercise price; the value of the underlying asset; and the time to expiration of the option The value of the brand is the value of the underlying asset, and the cost of developing the brand is the exercise...

Ngày tải lên: 26/06/2014, 10:01

Ngày tải lên: 26/03/2015, 10:59

... research model was used model brand equity of Aaker (1999) that brand equity consists of four attributes: brand awareness, brand loyalty, brand association, and appreciation of quality However, the ... Models of brand equity According to Aaker (1991& 1996) and Keller (1993), brand equity consists of four attributes: brand awareness, brand loyalty, brand association, and appreciation of quality ... appreciation of quality that contribute to a strong brand equity or weak brand equity Figure 4- Research model (Adapted from Aaker, 1999) Brand Awareness Brand Association Brand Equity Brand Loyalty...

Ngày tải lên: 23/10/2015, 15:38

... sweet white coffee with comfortable aroma and full-flavour taste, is one of best-selling coffee products of Nescafe Nescafe 3in1 has come to Viet Nam since 1997 It has types of coffee: regular ... slogan: Number one brand in the world, VietNam’s taste Showing their try to compare with G7- a VietNam’s coffee brand The third advantage of Nestcafe 3in1 is the recognition of nutition quality ... also stresses in “100% made from coffee beans of Viet Nam” 1.2.Product categories These are types of Nescafe 3in1 in Vietnam: regular and rich Chapter 7: Creating value for target customers Page...

Ngày tải lên: 19/04/2016, 11:52

... and brand images Brand images The image of the brand is the image of the company itself If a good brand image is developed, the value of the brand increases If there is a poor brand image, the value ... use of technology in creating brand value in a new age of luxury brands Utilizing different methods in order to increase the brand equity is vital because of the importance of the brand equity ... advertisements of young women and has been losing market cap ever since (Daum, 2014) 8|Page 1.2 Brand Equity Brand equity is how much the brand itself is worth quantitatively The value of the brand equity...

Ngày tải lên: 01/11/2016, 22:46

... prices 9-15 Measuring Brand Equity    Brand audits Brand tracking Brand valuation 9-16 Interbrand’s Brand Equity Formula        Brand earnings Brand sales Costs of sales Marketing costs Overhead ... 9-5 Branding Endowing products and services with the power of a brand 9-6 Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand 9-7 Brand ...  Brand line Brand mix Brand extension Sub -brand Parent brand Family brand       Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio 9-20 Brand...

Ngày tải lên: 17/11/2016, 11:12

... that brand knowledge has on consumer response to the marketing of that brand A) Mission-driven brand equity B) Customer-based brand equity C) Product-driven brand equity D) Service-driven brand equity ... and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called A) the brand value chain B) the brand portfolio C) the brand life ... provides comparative measures of the brand equity of thousands of brands across hundreds of different categories There are four key components—or pillars of brand equity These pillars are: (1)...

Ngày tải lên: 26/08/2017, 22:24