The role of brands

Lecture "Marketing management - Chapter 8: Creating brand equity" presentation of content: Steps in strategic brand management, the role of brands, brand knowledge, drivers of brand equity, brand element choice criteria, designing holistic marketing activities,... And other contents.

37p bautroibinhyen11 03-01-2017 63 5   Download

The primary research objective of this thesis is to examine the role of attachment in endorsements. More specifically, its objective is to understand the interaction of influence of attachment between the three entities in any endorsement, consumer, celebrity and product, on consumer perceptions and overall effectiveness of the endorsement.

174p runthenight04 02-02-2023 15 2   Download

The overall goal of the thesis is to determine the relationship between organizational culture factors, internal brands, brand commitment, role clarity & brand knowledge influencing brand values based on personality. We also measure the impact of these factors on brand equity based on the staff of Vietnamese commercial banks to propose some governance implications to enhance brand value based on members of Vietnamese commercial banks.

27p trinhthamhodang1217 14-01-2021 37 4   Download

The study concludes that factors such as quality of service, employee engagement and relationship, use of updated technology, customisation and attracting clients through advertisement and publicity are important factors that determine brand identity of the event management companies.

10p guineverehuynh 22-06-2020 51 4   Download

Discovering and measure the relationship between brand equity, value equity and relationship equity in the retail supermarket industry in Vietnam. Exploring the moderator role of customer personality traits on causal relationships between research concepts in the retail supermarket industry in Vietnam. Proposing management implications for marketing managers and business management in Vietnam's retail industry in generally and Vietnam's retail supermarket sector in particularly.

27p bibianh 25-09-2019 54 3   Download

Practice report: Marketing activities of TNG Fashion Company aim expanding the marketing activities of company to attract customers, bring revenue and profit for the company, search market, brand and brand positioning; marketing activities to sustain business development, make a difference for the brand, optimize profits, maintain and improve customer relations.

34p anhdon12 12-03-2015 107 17   Download