Category: Brand Management

The markets in which companies operate are highly dynamic innature. There is constant evolution in products, introduction of newtechnology, government rules, regulatory framework, consumer taste andpreference. Between all these companies have to devise marketing communicationand branding programs, which look forward to maintaining consumer based brandequity. For example, consumer promotion activity like providing 20% extra forthe said product will not create the same response but may raise expectationsof 20% during the normal purchase also. Companies have to balance brandmanagement that they are able to understand the future preference of consumer.This calls for companies to be pro-active and thinking standing on their […]

Laddering Assignment Name: Student ID: Name: Instructor: Course: Date: Laddering Assignment The features, benefits and valued end state greatly affect a consumer’s decision in purchasing a product (Hoyer, 21). In order to understand these determinants in the decision making process, the laddering strategy of interviewing will be used to establish the relationships between features, benefits/consequences and the valued end states arising from the consumer’s decision regarding a particular product. Interviewer: What influenced you into purchasing this particular beverage? Consumer: Well, much of the motivation or influence in purchasing Pepsi was due to the thirst that I felt at that particular […]

Main Page: Our Awesome Trainers Rohit UttamchandaniRohit Uttamchandani is Senior Manager – Digital Marketing at Social Beat, one of South India’s leading digital marketing agencies. A new technologies evangelist, he is immensely passionate about everything tech and digital and loves sharing his knowledge with anyone who is eager to learn. Pranav KalePranav works as the Digital Delivery Manager at InnoServ Solutions, where he handles the entire Digital Operations of the organization. He has a special passion for teaching social media where he makes use of simple examples and light humor to make complex concepts easy to comprehend. Karan MehtaKaran is […]

Branding requires extensive efforts of the marketing department, and it has become one of the essential functions of marketing departments (Viardot, 2017). The concept of branding originates from a business-to-consumer (B2C) setting, but it has received more attention in business-to-business (B2B) environments during the last decades (Leek & Christodoulides, 2011). Branding has been explained as the functional and emotional values connected to a brand, including thoughts and perceptions of that specific brand (Leek & Christodoulides, 2011; Veloutsou & Taylor, 2012). It is not about advertising or selling, it is about making something valuable and meaningful (Kotler & Pfoertsch, 2007) and […]

methods and techniques, such as in-depth interviews. Moreover, using thecase study NBRO (Nike related running community) as a methodology, focuses theparticipants’ sensations – inner thoughts, experiences, and opinions (Ahmed, 2008). The Epistemologicalstance used in the Kornum et al (2017) study on brand identity, is constructionism.Constructionism defined as “the view that all knowledge and therefore allmeaningful reality as such is contingent upon human practices, being constructedin and out of interaction between human beings and their world and developed and transmitted within an essentially social context”(Crotty 1998 , as cited in Klapper, pp 356 (2011). While, the ontology in the first theoreticalperspective […]

feel the current educational system is obsolete. It lays farmore emphasis on imparting knowledge than wisdom. The current system workedvery well in the olden days because of the informational asymmetry, where onlyfew people had access to the knowledge base humanity had amassed. At thecurrent times with the proliferation of internet, most of the populationhas access to internet and can seek information. This doesn’t mean that schoolslose its relevance in today’s setting, but they have to evolve to remainrelevant. One very interesting paradigm relevant to today’s scenario is flipped classroommodel. In flip teaching, the student first studies the topic by himself,typically […]

NAME:AGBADAOLA OLABODE                                 MATRICNO: 17100230594CHAPTER TWOLITERATURE REVIEW 2.0INTRODUCTIONThissection will review existing literature on the insurance industry in Nigeria,social media, branding and theories governing the study. Finally, it will look atpast studies on social media and its link to corporate performance. 2. 1 THE NIGERIAN INSURANCE INDUSTRYTheinsurance industry in Nigeria is regulated by the National InsuranceCommission, guided by constituted Acts likethe Insurance Commission Act 1997 and Insurance Act 2003. As an emergingindustry in Nigeria, there are said to be certain major players within thesector which are: the insurance company and reinsurance establishments whichunderwrite policies, the insurance brokers who play the role of theintermediary that […]

In the current world of marketing and promotion, an individualneed to have the skill and knowledge of brand management. The concept of brandmanagement focuses on the action necessary to conduct promotion ofproducts/services in an effective manner. For business companies and otherorganizations, the particular concept has acquired popularity and prominence.The lecture videos provided in the Kaltura Media Gallery demonstrates explanationabout the concept of brand management, discussing the various facets of the factor.With the help of the videos I have gained insight and detailed informationabout the different aspects of effective brand management. The videos areextremely helpful in delivering the actual content of […]

  Table of Content ABSTRACT. . 2 CHAPTER ONE: INTRODUCTION.. 3 Introduction. 3 Background of Study. 4 Objectives of the Study. 7 Research Questions. 8 Hypothesis of the study. 8 CHAPTER TWO: METHODOLOGY.. 9 Dependent and Independent Variables. 9 Research Design. 10 Study population. 10 Research Instrument 11 Questionnaire Design. 11 Pilot Testing. 12 CHAPTER THREE: METHODOLOGY AND ANALYSIS. 13 Introduction. 13         ABSTRACT Recent years have portrayed that many companies globallyhave experienced growth and improvement in their marketing especially in theform of celebrity product endorsement. Malaysian consumers has shown a highinterest in product used by celebrities of the country. This paper […]

At Virgin few objects were executed in order to be more productive at functioning clients. All the employees were seting their attempts to accomplish the nucleus values of the company. Branson had persuaded all the employees to be more advanced and prolong the excellence. The people focused object was executed where by employees were really motivated and encouraged.Virgin is using about 50,000 people across the Earth which is the consequence of excellent and attractive civilization. The Virgin ‘s civilization promotes the employee authorization so that the work could be performed innovatively followed by the best quality service. The civilization was […]