Last edited by Kizil
Sunday, August 2, 2020 | History

2 edition of evolution of brand equity in supermarket brands found in the catalog.

evolution of brand equity in supermarket brands

B. K. Lee

evolution of brand equity in supermarket brands

by B. K. Lee

  • 198 Want to read
  • 1 Currently reading

Published .
Written in English


Edition Notes

Thesis (MBA) - University of Surrey, 1998.

StatementB. K. Lee.
ContributionsUniversity of Surrey. Surrey European Management School.
ID Numbers
Open LibraryOL17482591M

In the first case of ‘brand as a medium’ we look pretty much back to the early days of modern brand building, the soap opera – the radio or TV formats initially launched and produced by Procter & Gamble to tell stories around their products and promote their brands. In those days, the brand was message and medium at the same time. For example, those which suggest the financial uses of brand valuation (page 43), methodologies for brand positioning (page 81), conclusions which can be made about visual and verbal identity and their relationship to brands in the future (pages ), and questions to be addressed insofar as brand protection is concerned (page ) as well Reviews: 6.

Evolution Wellness sees great potential in the growth of the Fivelements brand, through developing new formats and modalities, such as Fivelements Habitat and Fivelements Residences, that leverage its heritage and expertise. The first Fivelements Habitat will open in Times Square, Hong Kong, in July   The grocery-store-turned-factory began almost years ago when John Cadbury began the brand obviously has. From Some of this evolution .

M&A and joint ventures almost always require reevaluation of guardrails due to changes in the brand portfolio (competing brands in the same portfolio, need to minimize cannibalization, brand architecture overhaul etc.). Sustainability initiatives are also emerging as key influencers of brand equity.   The following are a few behavior trends currently redefining the evolution of the industry today: 1 – Prioritizing Informative & Entertaining Brand Experiences. Millennials, representing a large growing population of luxury consumers, expect discovery and delight in their shopping experiences- whether occurring digitally or offline. They.


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Evolution of brand equity in supermarket brands by B. K. Lee Download PDF EPUB FB2

At the least effective level, brands claim unique attributes, functions or features. Taking it up a notch, brands claim unique benefits. They may claim functional benefits, or better yet, emotional, experiential or self-expressive benefits. However, more and more, brands are standing for something.

They share a set of values with their customers. Great brand equity means that a company can add to its product range within the brand, safe in the knowledge that customers will trust the brand enough to try the new products. Heinz, for example, a brand leader in the canned foods market, decided to bring out a new range of world foods based on beans and pulses.

The Evolution of Private Brands build overall brand equity, defend themselves from competitors and fill gaps that manufacturer brands are not filling.

Overall, these new strategies appear to be working, especially in these recessionary times as consumers are becoming more open to retailer brands and less attitudinally loyal to brands that. Brand equity is the set of assets and liabilities associated with a brand.

The trend in branding is moving beyond the customer's perception of a brand Author: Tanya Sammut-Bonnici. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper.

In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn.

Interestingly, against multiple incumbent national brands, the retailer’s optimal product line design includes a store brand positioned at the highest quality level in the category only if most consumers are moderately quality conscious.

We also analyze the implications of national brands’ brand equity for retailers’ store brand strategy. IBM Brand Equity Restoration and Advertising Evolution During the s and ’80s, IBM was one of the most successful companies in the world. The company had experienced strong growth in both revenue and profits and had a virtual stranglehold on the market for mainframe computers.

advantage of high brand equity, with Dacin and Smith () and Keller and Aaker () suggesting that successful brand extensions can also build brand equity. Loken and John () and Aaker () advise caution in that poor brand extensions can erode brand equity.

Figure 1 The brand equity chain [] Lisa Wood Brands and brand equity. For a more exhaustive review of the academic literature on brands and brand management, see Kevin Lane Keller (), “Branding and Brand Equity,” in Handbook of Marketing, eds., Bart Weitz and Robin Wensley, Sage Publications, London,   What is Brand Equity.

Brand equity refers to the total value of the brand as a separate asset. It is the aggregate of assets and liabilities attached to the brand name and symbol which results in the relationship customers have with the brand. Brand equity is often reflected in the way customers see, feel, and act towards the brand.

Attaining brand equity is the holy grail for an organization’s branding team. This can be tackled in various ways, including using two models developed by brand management gurus, Kevin Lane Keller and David take a look at these two brand equity models.

Keller’s Customer-Based Brand Equity (CBBE) model. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same.

Brand management builds brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. History Edit In pre-literate societies, the distinctive shape of amphorae served some of the functions of a label, communicating information about region of origin.

Brand equity is a major indicator of company strength and performance, specifically in the public markets. Often, companies in the same industry or sector compete on brand equity.

manufacturer brands they carry and the equity of those brands. Retailers use manufacturer brands to generate consumer interest, patronage, and loyalty in a store.

Manufacturer brands operate almost as “ingredient brands” that wield significant consumer pull, often more than the retailer brand does. On Forbes’ annual ranking of the most valuable brands, Amazon, Netflix and PayPal make big gains while Wells Fargo, GE and HP fall.

The Role of Brand Index (RBI) quantifies this as a percentage. RBI determinations for Best Global Brands derive, depending on the brand, from one of three methods: commissioned market research, benchmarking against Role of Brand scores from client projects with brands in the same industry, or expert panel assessment.

Brand Strength. Many of these 85 brands are sub-brands or variants of a single brand. Coke sells 14 variants of cola in the United States (e.g. Coca-Cola Black Cherry Vanilla, Coca-Cola Cherry Zero, Coca-Cola Life, Coca-Cola Zero, Coca-Cola Zero Caffeine-Free) These kind of proliferating brand portfolios are all too common in global organizations.

Brand equity could also support the extension of a brand name to new situations through the familiar "car- ryover" effects across time and usage condi- tions.-For example, successful old brands that were once abandoned are now being revived (Stern, ; Saporito, ) and brand names such as Arm & Hammer have been extended to a number of.

B R A N D. E A R L Y. H I S T O R Y. A N D. P R O G R E S S I O N. s (first label) s. F O U N D E R S. In May ofCoca Cola is created by. This technique is useful for two purposes. First, the macro approach assigns an objective value to a company's brands and relates this value to the determinants of brand equity.

Second, the micro approach isolates changes in brand equity at the individual brand level by measuring the response of brand equity to major marketing decisions.Brand Management in the s and Early s During the s and up until the early s, brand managers could depend on the following factors: A reasonable or realistic brand or product development timeframe or cycle; Traditional brand management measurement methods and techniques (e.g., syndicated tracking data) Traditional brand equity models.Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs.

innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the.