...Nikole Phillips, Jason Wilcox Predict 450 Game Console Brand Equity An analysis of forces involved in Xbox, Playstation and Nintendo brand equity Game Console Brand Equity An analysis of forces involved in Xbox, Playstation and Nintendo brand equity Introduction The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing analytics research continues to develop theories and models for uncovering these important components of the product sales cycle, certain components differentiate themselves through importance and impact. Brand equity is one such component and can be described as “the added value endowed on products and services…reflected in the way consumers think, feel and act with respect to the brand” (Kotler & Keller, 2012, p. 243). In an effort to better understand brand equity, this paper analyzes the brand equity properties of the three primary gaming consoles in the United States. The analysis of the gaming console platforms from Microsoft (Xbox), Sony (PlayStation) and Nintendo (Wii) is specifically important and revealing because of several factors. First, the initiation of this paper coincides with the unveiling and soon to be released newest additions to the Microsoft and Sony fleet of gaming consoles, specifically the PlayStation 4 and Xbox One. In addition, the three platforms are widely used devices with significant brand loyalty, salience, feelings and resonance among their...
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...3 The Effects of Marketing Mix Elements on Brand Equity* Edo Rajh** Abstract The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed. Keywords: brand equity, brand, strategic brand management, marketing mix JEL classification: M31 * This paper was originally published in Privredna kretanja i eknomska politika (Economic Trends and Economic Policy) No. 102, 2005, pp. 30-59. ** Edo Rajh, Research Associate, The Institute of Economics, Zagreb. Croatian Economic Survey 2005 53 1 Introduction The concept of brand equity was first introduced in marketing literature in the 1980’s. During the 90’s this topic received significant attention from both scientists and marketing practice, which resulted in a large number of articles and books...
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...AND BRAND MANAGEMENT PROJECT PHASE 2 Brand Equity | DOVE Product and Brand Management Project- Phase 2 Part 2: Brand Equity Measurement EXECUTIVE SUMMARY The objective of this phase of the project is to measure the Brand Equity for the brand “Dove”. Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. In a market where products are similar, branding can have a large effect on the price that customers will pay. Brands therefore add value to a basic product or service by enabling the product or service to command a higher price, or higher market share than an unbranded equivalent. Its value may be a monetary value (which may be discounted to a net present value), an increase in a rate of return or any number of softer market research measures such as awareness or consideration. There are at least two perspectives from which to view brand equity: • Financial or pricing based approach: One way to measure brand equity is to determine the price premium that a brand commands over a generic product. Consumer based: A strong brand increases the consumer’s attitude strength toward the product associated with the brand. • In this part of the project we have used a combination of three techniques to measure the brand equity of the brand Dove: 1) Price Premium at Indifference ( Price Based Method of calculating Brand Equity) 2) Yoo...
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...article explains the concept of brand equity in a specific industrial marketing setting. Studies do point out cases where price and the hard tangible factors of the physical product do not fully explain the purchase decision. The purpose of this study: To explore the existence of brand equity in a specific business-tobusiness product setting; To investigate the sources of brand equity and its appropriate communication channels; The relative importance of brand relative to other purchase decision criteria. BRAND A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” BRAND EQUITY Brand equity is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm. Aaker (1996) Keller (1998) LOYALTY AWARENESS ASSOCIA TIONS BRAND EQUITY PERCEIVED QUALITY AWARE NESS IMAGE BRAND EQUITY The competitive advantage of firms that have brands with high equity include the following: a. A price premium can be attained b. Increased demand by customers c. Brands can be extended easily d. Communications...
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...wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or models to help them succeed and better themselves from the competition. The background summary is a brief explanation and overall introduction of Red Bull GmbH. The Theoretical analysis identifies and describes the sources of Red Bull GmbH’s brand equity. The theoretical analysis II integrates and analyses’ the Red Bull GmbH’s marketing program in terms of how it contributes to the brand’s equity. It identifies any alternatives, or issues that might arise through the contribution of various factors. The theoretical analysis III, allows for the evaluation of Red Bull GmbH’s move into herbal teas, fast-food and magazines. It also, requires the critical evaluation of whether it makes sense for the company to expand and if there are any potential benefits and dangers? Table of contents Page 4-7: Theoretical Analysis I Page 8-11: Theoretical Analysis II Page 12-14 Theoretical Analysis III Page 15-16 Bibliography Tables and figures: Table 1: Brand Equity Methodologies. Table 2: Five stages of brand experience. Table 3: Explains and gives an example of how brand equity is sourced....
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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...A cross-national validation of the consumer-based brand equity scale Isabel Buil Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Leslie de Chernatony Birmingham Business School, The University of Birmingham, Birmingham, UK, and ´ Eva Martınez Department of Economy and Business Studies, University of Zaragoza, Zaragoza, Spain Abstract Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries’ products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international...
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...MANAGING THE BRAND EQUITY OF CARBONATED DRINKS AMONG GENERATION-Z Dr. Nishakant Ojha1 ABSTRACT Companies spend large amount of their money on building brand equity. This study explores the relationship between advertising and brand equity. The purpose of this study is to how advertisements of carbonated drinks acts as stimuli in influencing purchase decision of generation-Z. It also explores the role of electronic media in advertising. Data for the study has been collected by using the survey method using convenience sampling and Judgment Sampling among Generation-Z i.e. respondents born in 1989 - till 2000s respondents in Jalandhar and Phagwara city, Punjab. The reliability of data was established using Cronbach’s coefficient Alpha. The data reduction technique of factor analysis was used for introspection of data. KEYWORDS Advertising, Brand Equity, Effective Medium, Generation Z etc. INTRODUCTION The prime goal of every business organization is to build strong brand equity (Keller and Lehmann, 2006). The biggest thrust behind the buying habits of consumers is brand equity. Brand equity is defined as the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. It provides an advantage of larger margins, greater intermediary cooperation and support, and brand extension opportunities (Delgado-Ballester and Munuera-Alemán, 2005). According to Aaker’s theory brand, equity has various dimensions as brand Loyalty brand awareness...
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...Analysis procedures The proposed hypotheses were tested using structural equation modelling (SEM). Two models were tested. Model 1 (Partial mediation model) was used to test H1, H2, H3, H5 and H6. The combined results of Model 1 and Model 2 (Direct effect model) were useful in testing H4. Measures for the key constructs included in the models are assumed to be reflective. in nature consistent with previous research. Hence, a reflective specification of the first-order dimensions is assumed. By definition, consumer-based brand equity is “reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty”. These four dimensions constitute a higher-order consumer-based brand equity construct. Hence, consistent with previous research in the area of brand equity (e.g. Yoo and Donthu, 2001) a reflective specification of consumer-based brand equity is appropriate. Similarly, consistent with previous research in the areas of brand signalling (e.g.Erdem et al., 2006), and source credibility (e.g. Ohanian, 1990), measures for brand credibility and endorser credibility are assumed to be reflective in nature. Endorser attractiveness, expertise and trustworthiness were modelled as observed independent variables, which measured endorser credibility. Brand expertise and trustworthiness were modelled as observed independent variables, which measured brand credibility. Brand awareness, brand associations, perceived quality and brand loyalty were modelled...
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...Host Brand Equity Prof. Kavita Tiwari, Dr. Rajendra Singh AICAR B-School, Navi Mumbai, India kavitat786@yahoo.com, prajsingh71@rediffmail.com Abstract The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to identify the potential factors of ingredient branding. The research methodology adopted for the analysis in our study is to some extent a replica of previous studies conducted within ingredient branding. We conducted a survey based on questionnaire method. For which a close ended structured questionnaire on 5- point Likert scale basis is being designed .The survey was conducted among 212 respondents consisting of customers in Indore city. While doing this research we have gained insights on how several aspects of our study could have been conducted differently. We recommend that a similar study should be conducted again, this time with well known host brands and ingredient brands that focus on utilitarian needs from a consumer perspective. A more representing respondent group would also increase the arguments for generalization among a wider population. By using SPSS we can conclude that the perceived impact of various factors of ingredient brands on host brand and its brand equity. ...
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...category of Convenience Good Report on “Brand Equity Measurement of LUX”. ACKNOWLEDGEMENT We express our sincere thanks to our respectable teacher Mohammad Nazmul Huq for providing us with bighearted support and opportunity for the successful completion of research on: “Brand Equity Measurement of LUX”. We are thankful to our respondents for their responses, class fellows for their support and suggestions, which have proved to be very valuable for this research, without which it would have not been possible to successfully complete the research. LETTER OF TRANSMITTAL 03rd May, 2010 Mohammad Nazmul Huq Assistant Professor, Department of Business Administration, Stamford University Bangladesh. Subject: - Submission of Report. Dear Sir, With due respect and humble submission I would like to state that, we have been required to submit a research report on ‘Brand Equity Measurement of LUX’ as a part of the completion of this course. For all intents and purposes, It was really more than an opportunity to experience how a research should be performed and should be presented after completing necessary analysis. All of our group members have given their earnest efforts to better meet the criteria and...
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...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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...Clarify Brand Equity Perspective Brand equity can be viewed from several different perspectives. The hard-line perspective is that of financial outcomes which examine price premium. That is, how much more will a consumer pay for a product or service that is branded over a product or service that is generic? A softer perspective is that of brand extension where consideration is given to the value that a brand lends to the introduction of other products, or considers the reverse dynamic of the impact of a new product or service on the existing brand. This following steps address a third perspective - customer-based. Determine Brand Equity Research Goals Brand equity market research falls into one of three camps: Tracking, exploring change, and/or extending brand power. Market research that focuses on tracking makes comparison among competitive brands or products against a benchmark. When exploring change is the research goal, customer brand attitude is tapped regarding branding decisions that might result in repositioning or renaming products or services. A deeper examination of extending brand power is carried out when substantive additions to a brand are considered. Each of these research goals requires a different tact. Understand Customer Brand Attitude A customer-based perspective in the measurement of brand equity focuses on the experiences that consumers have with a brand. The stronger the brand, the stronger the customer's attitude toward the products or services associated...
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...the reliability of service when using their devices internationally; in addition the user-friendly devices and up to date technology is really well received by their current customers. Beyond positioned to market it’s existing international reputation and strong infrastructure in Europe, to emphasize its international capabilities. Also, from a market penetration perspective, those two segments have a smaller representation from a competition given the size of the market itself. The two segments combined represents less than 25% of the overall market in the US, however have strong CAGR with segment D at the top with 20%, and segment C with 12%. A general qualitative analysis like the one above may be good enough to determine the segments Beyond should pursue, however, we recommend a more detailed analysis of segment attractiveness such as the “3C Framework”, to assesses customer, competitor and company factors. Question 2: Being profitable by servicing a particular segment is possible when a company is able to design a strategy that capitalizes on the current mix of customer (i.e. segment size, growth potential), competitive (i.e. unmet customer needs, intensity of competitors, and barriers to entry) and company (i.e. firm’s capabilities and objectives) conditions. As discussed in Question #1, the most attractive segments for Beyond to pursue are segments D and C, or a combination of both. If Beyond chooses to pursue customers in segments D and/or C, by providing either...
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...between brand equity and firms’ performance in luxury hotels and chain restaurants$ Hong-bumm Kima,1, Woo Gon Kimb,* b a College of Hospitality & Tourism, Sejong University, Kwang-jin Gu, Gun-ja Dong 98, Seoul 143-747, Republic of Korea School of Hotel and Restaurant Administration, Oklahoma State University, 210 HESW, Stillwater, OK 74078-6173, USA Received 27 February 2004; accepted 4 March 2004 Abstract There is a growing emphasis on building and managing brand equity as the primary drivers of a hospitality firm’s success. Success in brand management results from understanding brand equity correctly and managing them to produce solid financial performance. This study examines the underlying dimensions of brand equity and how they affect firms’ performance in the hospitality industry—in particular, luxury hotels and chain restaurants. The results of this empirical study indicate that brand loyalty, perceived quality, and brand image are important components of customer-based brand equity. A positive relationship was found to exist between the components of customer-based brand equity and the firms’ performance in luxury hotels and chain restaurants. A somewhat different scenario was delineated from the relationship between the components of customer-based brand equity and firms’ performance in luxury hotels and chain restaurants. r 2004 Elsevier Ltd. All rights reserved. Keywords: Customer-based brand equity; Firms’ performance; Chain restaurants; Luxury hotels; Brand awareness ...
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