Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model. Customer- Based Brand Equity (CBBE) Model Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms.
Corporate image is defined as the perception of an organization that customers’ hold in their memories. Because it works as a filter through which a company’s whole operation is perceived, a corporate image reflects a company’s overall reputation and prestige. Brown andDacin (1997) claim corporate image derives from customers’ perceptions of capability and social responsibility. Corporate capability refers to the company’s expertise in delivering product and service offerings, such as effective innovation and high service quality, while corporate social responsibility refers to the company’s management of social issues. Corporate image thus impacts a customer’s evaluation of service quality, satisfaction and loyalty (Andreassen and Lindestad, 1998; Zins, 2001
Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model. Customer- Based Brand Equity (CBBE) Model Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms.
These are related to Corporate Social Responsibility. The CSR plan can increase shareholder value as well as boost employee engagement and brand recognition. The Human Resource departments play a huge role in ensuring that the company adopts the Corporate Social Responsibility programs. Human Resources can manage the CSR plan ... ... middle of paper ... ...te causes and opportunities, consistently communicating a simple strategic message will add value. This means integrating the CSR message with the core branding strategy externally to consumers as well as a clear consistent message internally to the employees and externally to potential employees, suppliers, retailers, governments and communities.
(1991), brand equity is the positive value that a brand name can add to its products, such as Coke, Kodak, Levi’s and Nike. It is critical for firms to develop marketing strategies to create brand equity. Advertising expenditures, the sales force, public relations, slogans or jingles, symbols and packages, warranties, and event marketing are the important factors for companies to establish brand equity (Aaker, 1991; Simon & Sullivan, 1993; Keller, 2003). To measure customer-based brand equity, most marketing researchers employ Keller’s (1993) and Aaker’s (1996) brand equity dimensions. Keller (1993) defined customer-based brand equity as “the differential effect of brand knowledge on consumer response to the marketing of the brand”.
Therefore, in this research, the focus is on trust and satisfaction from the customer's perspective and the relationship quality. Creating customer loyalty is the most important goal of conducting relationship marketing activities. Oliver (1997, p. 3) defines customer loyalty as "a profound commitment to a product or service that leads to repeat purchase of brand or the set of the brand in the future, surely with situational factors and marketing efforts that
A company with a strong brand culture is dedicated to the production of intangible products such as customer satisfaction, sensitivity to reduced prices and customer loyalty. A brand is actually a promise to its customers that they can expect long-term safety, a competitive frame of reference and the consistent delivery of functional as well as emotional benefits. When a customer is familiar with a brand or incomparably favors its competitors, it is when a company has achieved a high level of brand
In terms of management approach, the company has established management culture that envisions effective leadership where management is nurtured. The company’s culture promotes the aspect of competitive advantage since the firm’s values of leadership highpoints its ability to speedily implement changes and use resources effectively. This is attained through effective management strategies that have seen the company ranked best company with good customer relationship globally (Pahl et al, 2007). Because leadership values seeks to promote customer experience through high quality service and products, Amazon through its management strategies empower its employees to act speedily, ... ... middle of paper ... ...performance in the retail industry. This has enabled the company to engender customer experience service that has improved the company’s productivity over years.
Attitude strength can be built by experience with a product or service. The consumer’s awareness and associations lead to perceived quality and brand loyalty (Keller, 1993). The purpose of brand management is to establish a strong brand in the relative industry. To further understand the role that the brand management plays in the whole management system, it is vital to know the relationship between brand management and the firm’s success. Hence this paper has four objectives involves in the relationship between brand management and the firm’s success through two large-sized enterprises, LVMH and L’Oreal.
Total Quality Management (TQM) is an important aspect in the modern business environment because it is a management approach that seeks to promote the long-term success of an organization through customer satisfaction. Generally, this concept entails the attitude, culture, and organization of a business or firm that seeks to satisfy customers’ needs by providing high-quality products and/or services. In essence, total quality management requires that the organizational culture to focus on quality in every aspect of the firm’s operations. This process includes focusing on doing things in the right way the first time in order to lessen waste and defects across all operations. Microsoft UK is an example of a company that applies total quality management to meet the demands of its global customers.