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    Brand Equity

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    “A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It

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    Margaret Howell and MHL by Margaret Howell Comparison Analysis Brand Designer and Brand Equity Introduction At the high-end of fashion, the entrepreneurial spark, which is initially responsible for launching a business, is often linked to individual’s personality, values and set of skills.(Jackson and Shaw, 2009) Ms Margaret Howell is one of them, who is known as one of the Britain’s most respected designer and has been designing comfortable and classic pieces tailored in traditional British fabrics

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    Brand Equity Essay

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    2 Literature review 2.1 Brand equity Brand equity is not only means of monetary value of the brand, but it also includes the value of the company technologies, trademarks, patents, and other intangible assets such as the manufacturing process. A company’s stock price is represents the brand equity but when a company’s brand has a negative impact, the impact of the brand equity can affect the stock price significantly. (Aaker, 1996; Keegan, Moriarty, Duncan, 1995; Kerin, Sethuraman, 1998). According

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    Impact of Brand Extensions on Brand Equity

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    Part One: Impact of Brand Extensions on Brand Equity In today’s competitive marketplace it is vital to have a strong brand name. When a company develops a strong brand name of a certain product category they start thinking about the brand extensions, which will help the firm to capture new and unexplored market segments. According to Kotler (2003) a brand extension occurs when a company uses its well-established core brand name to introduce new products in either similar or different product category

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    Brand Equity Assessment According to Rosenbloom, 2004, a brand’s performance can be evaluated by seven dimensions- leadership, stability, market stability, internationality, trend, support and protection. ANI is definitely not the only school that is in the market but it is categorized as one of the good IB boards in Auckland, so it can be incurred that it has no market leadership but more importantly a stable and sustainable market. ANI also caters to international and worldwide students with its

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    Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers

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    The value of a brand is inextricably linked to consumers’ values, attitudes and lifestyles, underscoring the complexity of developing global brand identity and equity. While technology-enabled globalization has produced synergies in the marketing and logistics of branded goods, it has also challenged brand managers to accommodate the heterogeneity within and across markets and cultures (Chu & Sung, 2011). Market entry and expansion in emerging markets are particularly timely as the demand for branded

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    Building Brand Equity

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    elements needed to build brand equity; Brand Salience, Brand Imagery, Brand Performance, Consumer Feelings & Judgements and Brand Resonance (appendix 7). From the conducted research this report will ascertain the degree to which HTC satisfies each level of Keller’s model. Brand Identity According to Keller the first step in ‘building a strong brand’ involves creating ‘brand identity’ (Keller, 2001). “Achieving the right brand identity involves creating brand salience. Brand salience relates to

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    Brand Equity Essay

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    VIII. Brand Equity for Institutions of Higher Learning Marketers and practitioners have begun to realize the economic value in brands and consumer relationships. Brands are assets that have real value and are the most important aspect of any company (Aaker, 2014). The concept of brand equity is particularly relevant to consumer choice in physical products, but recently scholars have applied the concept to the service sector (Ennew, Kortam and Mourand, 2011; (Garcia-Salmones, Herrero-Crespo & San

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    3.1.4 Development of Brand Equity The measure of clout controlled by various brands will shift. Some are profoundly installed in worldwide culture and are in this way, exceedingly unmistakable, whilst other is for all intents and purposes obscure to consumers. At the point when endeavoring to put a quality on a brand, one alludes to "brand value". Chay (1991) characterizes brand value as an "arrangement of organisations and practices with respect to a brand's clients, channel individuals, and Guardian

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