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Dissertations / Theses on the topic 'Brand equity'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.

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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.

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Almeida, Igor Pereira de. "Social brand equity." Master's thesis, FEUC, 2011. http://hdl.handle.net/10316/18058.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.<br>Anteriormente as pessoas só podiam ligar à Internet através do computador, mas com a vinda de dos smartphones, agora podemos comunicar em todo o mundo através da Internet. Isto implica que podemos ler, ver e partilhar mensagens, vídeos e fotos onde e quando quisermos. E graças á mídia social como o Facebook, Twitter, LinkedIn é mais fácil do que nunca de comunicar com pessoas e marcas. A vantagem destas novas tecnologias implica que os consumidores p

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3

Zheng, Xiaoshu, and Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.

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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper sel

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4

Hinestroza, Evelin. "“Brand Equity – A Study on the relationship between brand equity and stock performance”." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-141449.

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In today’s competitive market companies aim at increasing revenue to acquire a higher market share. Previous research indicates that this can be achieved with intangible assets. These assets are described as a firm’s dynamic capabilities, which can be attained through knowledge resources, organizational structure, employee skills, customer size, Research and Development (R&D), innovative capability, market share or a recognizable brand. Previous studies have associated intangible assets to be very significant for a company’s success and even associated them with creating GDP growth, specif

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Higgins, Julie A. "Brand equity & college athletics investigating the effects of brand uncertainty situations on consumer-based brand equity /." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1150144059.

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Rios, Rosa Elvira, and rosariosq@hotmail com. "Sources and antecedents of brand equity for online companies." RMIT University. Management, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080721.120726.

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The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is called Brand Equity and translates into monetary value. Until now, there is scant research on brand equity for online retailers to test whether theoretical frameworks developed for offline companies apply to online businesses. The study is an attempt to bridge this gap by developing and testing a comprehensive brand equity model with selected dr

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Motter, Junior Mario Divo. "A prospective study on the dimensions of global brands, brand equity and brand value." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/16578.

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Submitted by Mario Divo Motter Junior (mariodivo@mariodivo.com.br) on 2016-05-25T14:12:53Z No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5)<br>Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2016-05-25T15:34:42Z (GMT) No. of bitstreams: 1 Mario Divo Motter Junior (FGV EBAPE) - TESE.pdf: 1644142 bytes, checksum: 0948bbf7cbf27676f7bcd1e48d52826e (MD5)<br>Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-06-07T14:11:31Z (GMT) No

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Storozheva, Yulia, and Stephen Young. "Building brand equity at Huskvarna Motorcycles." Thesis, Jönköping University, JIBS, Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9533.

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<p><strong>Purpose</strong></p><p>The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand.</p><p><strong>Background</strong></p><p>In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' impro

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9

Zhu, JianJun. "Three essays on brand equity." Diss., University of Iowa, 2009. https://ir.uiowa.edu/etd/770.

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This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of brand equity and decompose it into price and volume premiums. Then, I explore the effects of different brand equity drivers on these premiums. The study on the universe of grocery industry in the U.S. sho

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Alkhalil, Cindy, and Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.

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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they face

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Friberg, Max, and Victor Jakobsson. "Brand equity har betydelse i byggbranschen : En studie om köpbeslutsprocessen, brand equity och beslutspåverkande roller." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73457.

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I denna studie studeras brand equity och dess påverkan på köpbeslutsprocessen. Hur påverkar brand equity köpare? Vilka steg i köpbeslutsprocessen påverkas? Genom att studera detta kan säljande företag få en ökad förståelse för hur köpare resonerar vid inköp, vilket kan användas när de ska utforma effektivare säljstrategier. Dessutom kommer beslutspåverkande roller att studeras för att resultatet ska bli mer praktiskt applicerbart då det ofta är flera individer som är inblandande när företag ska genomföra inköp.Studien har en kvalitativ ansats med semistrukturerade intervjuer som grund för att

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Schafer, Nina. "Brand equity : an approcah to value based brand management." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50290.

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Thesis (MBA)--Stellenbosch University, 2005.<br>ENGLISH ABSTRACT: Brands are getting more and more valuable. In this age of cross-border mergers and acquisitions. the value of brands is a key detenninant of a company value and stock market capitalization. For the consumer a brand also plays a significant role. It is seen as a sign of quality, helping them make their purchasing decisions. Yet brand loyalty and established customer relationships can no longer be taken for granted or assumed to last forever in an environment of increased competition. Brand loyalty is vitally dependent on ho

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Miesenberger, de Morais Daniel, and Annemarie Snellman. "Varumärken - Varför har företag problem med dem? : En studie i vilka problem varumärkesbyråer identifierar som vanliga hos kundföretag och varför." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-173228.

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Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem. För att kunna göra detta har vi genomfört fyr

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Hein, Katja, and Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies." Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.

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The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, verti

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Chaves, Eduardo de Paula e. Silva. "Brand Equity na perspectiva dos clientes: uma investigação empírica de suas dimensões e do mix de marketing entre usuários de marca de sapato esportivo." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-17122010-150404/.

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Neste trabalho analisam-se os modelos conceituais e operacionais de brand equity baseado no cliente apresentados na literatura acadêmica. Sendo essa a alternativa para explorar o tema: documentar os modelos de brand equity, bem como as diferenças conceituais e empíricas entre os modelos de brand equity, pela ótica do cliente. Neste contexto, surge o seguinte problema de pesquisa: Os modelos existentes na literatura (teórico-práticos) de brand equity, baseado no cliente, podem compor um modelo de mensuração aplicável à realidade brasileira? Para isso faz-se uma pesquisa descritiva com o intuito

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to mea

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Makarius, Heather M. "The Cooperative accounting for Brand Equity /." Connect to this title online, 2005. http://hdl.handle.net/1811/384.

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Thesis (Honors)--Ohio State University, 2005.<br>Title from first page of PDF file. Document formattted into pages: contains, 27 p. Includes bibliographical references (p. 27). Available online via Ohio State University's Knowledge Bank.

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Carlson, Andreas, and Carl Johansson. "Category Extensions : Factors enhancing brand equity." Thesis, Linköping University, Department of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-5766.

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<p>In today’s world, where the consumer is constantly exposed to more and more brands in almost any kind of environment, the importance of exploiting those brands which have managed to reach the consumer’s mind and gained a strong position has increased. A majority of new product launches are extensions of existing brands. Brand extensions can be seen as a less expensive as well as less risky way to satisfy the consumer’s demands and needs within several segments by providing several products under the same brand rather than creating a new name for every new product. Even though the extension

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Oliveira, Marta Olívia Rovedder de. "Modelo de estimação de Brand Equity." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2013. http://hdl.handle.net/10183/78034.

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Embora haja um consenso sobre a importância do valor da marca, um modelo de estimação único e uniformemente aceito ainda não surgiu, nem na perspectiva baseada no cliente ou consumidor nem na perspectiva da firma ou financeira. Assim, os profissionais de marketing ainda são desafiados a estimar o valor da marca. Além disso, é importante para a construção de um modelo de estimativa de valor da marca detectar as percepções dos consumidores e também apresentar uma estimativa monetária do valor da marca, satisfazendo às exigências de financistas, contabilistas e acionistas empresariais. A maioria

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Ferreira, Maria Célia da Costa Alves. "Brand equity: o valor da marca." reponame:Repositório Institucional do FGV, 1995. http://hdl.handle.net/10438/5626.

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Made available in DSpace on 2010-04-20T20:20:13Z (GMT). No. of bitstreams: 0 Previous issue date: 1995-09-05T00:00:00Z<br>O trabalho desenvolvido objetiva identificar e descrever comportamentos e reações de consumidores face às percepções de marcas. A partir de suas percepções sobre as marcas estudadas, são identificados os principais traços que compõem suas personalidades e, diante disso, são estudadas as reações mercadológicas derivadas da relações emocionais existentes entre marca e consumidor. A conjunção de teorias propostas, sobretudo pela psicologia e pelas terias de administração de

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Verster, Alet. "Building brand equity through brand identity in the architectural industry." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59798.

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The lack of differentiation between firms in the South African architectural industry has led to the virtual commodification of architectural services. This commodification has resulted in increased competition and decreased profitability in the industry (Allix, 2012). The objective of this research is to explore the manner in which B2B architectural firms in South Africa and the Netherlands use brand identity to build the foundation of brand equity, in order to secure competitive advantage, by differentiating themselves. In contrast to South African firms, Dutch architectural firms rece

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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management." Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.

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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cul

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Hasanspahic, Maida, Linn Sandström, and Linnéa Eriksson. "Hur värdefullt är ett varumärke? : En studie om hur konsumentbaserad brand equity mäts." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35556.

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Abstrakt Syfte:Studiens syfte är att beskriva hur ett mätinstrument för att mätakonsumentbaserad brand equity ska utformas. Forskningsfråga:Vilka mätpunkter ska inkluderas vid mätning av konsumentbaserad brand equity? Metod:Då studien ämnar testa mätinstrumentet som skapats ur den befintliga litteraturen föllvalet på att genomföra en kvantitativ undersökning eftersom författarna avsågundersöka hur en stor mängd konsumenter uppfattar varumärken. För att samla in databad författarna 130 stycken respondenter delta i en enkätunderökning. Datananalyserades sedan i en faktoranalys. Slutsats:Efter ge

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Rosa, Mariana Eugénia Parracho Lopes. "Brand equity da marca-lugar : o caso da Vila de Óbidos." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11407.

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Mestrado em Marketing<br>A medição do valor dos lugares enquanto marcas através da place brand equity tem vindo a ser desenvolvida tanto por investigadores como por empresários. Neste estudo é avaliada a brand equity da vila de Óbidos, numa perspetiva turística, e investiga-se a relação que as dimensões de brand equity (imagem, notoriedade, qualidade e lealdade) estabelecem com a intenção de visitar a vila de Óbidos e de a recomendar a amigos e familiares. Para além disso, estuda-se a influência que a visita aos eventos promovidos pela vila de Óbidos exerce sobre as diferentes dimensões de bra

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Raggio, Randle David. "Three essays exploring consumers' relationships with brands and the implications for brand equity." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1146066729.

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Sasivongpakdi, Kanin, and Yaolan Wang. "MEASURING AND EVALUATING BRAND EQUITY : A research on beverage brand AloeVera Drycken on Swedish market." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-25631.

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Date: May 27th 2014 Level: EFO 704--Master thesis in marketing, 15 ECTS Institution: School of Sustainable development of society and technology, Mälardalen University Authors: Kanin, Sasivongpakdi, Yaolan Wang Title: Measuring and Evaluating Brand Equity Tutor: Gary Jordan Keywords: Brand equity, brand awareness, perceived quality, customer value, perceived marketing mix Research question: How does customer perceived marketing mix elements affect customer value of Aloe Vera Drycken through brand awareness and perceived quality for target group age from 15 to 30 on Swedish market? Purpose: The

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Klouman, Henrik, and Djavid Beljulji. "Branding in the lower level sport club setting : The case of Swedish division 1 ice hockey teams." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18704.

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Background Keller (2009) states that brand equity and the crucial intangiblevalue a brand brings to organizations is perhaps one of the most important marketing topics discussed in recent years. As the competitive market and branding environment for companies are fierce, the sport industry has gradually become more competitive and professional in many aspects of their operations as well. Researchers have gone to the extent of claiming that a brand is the most important asset of a sports team and that the brand provides direction and meaning for sports associations as well as for their follower

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Henriksson, Linnea, and Eijk Sabina van. "Managing brand associations : The key to strong and successful brand equity." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16944.

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Denna uppsats behandlar varumärkesassociationer samt dess påverkan på varumärkeskapital. Uppsatsen är genomförd som en fallstudie och undersöker hur det svenska telekommunikationsföretaget Tre tolkar konsumenters associationer till varumärket Tre. Detta jämförs sedan med de varumärkesassociationer som föreligger kring Tres varumärke på marknaden. Varumärkesassociationer formas primärt hos konsumenter och är således inte enbart en process som företag styr. Detta innebär dock inte att associationerna är opåverkbara från företagets sida. En central faktor som påverkar skapandet av varumärkesassoc

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Karlsson, Jonathan, and Anders Andersson. "Brand Brazil : En studie om brand equity på en emerging market." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23175.

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Title: Brand Brazil – A study on brand equity in an emerging market Authors: Anders Andersson & Jonathan Karlsson Subject: Bachelor thesis in marketing, 15 credits Keywords: Brand equity, Emerging markets, Brand awareness, Brand associations, Perceived quality, Brand loyalty Purpose: The purpose of this thesis is to gain deeper understanding of how a company operating on an emerging market can work with brand equity, and what benefits it provides to the brand owner. Theoretical framework: The chapter begins with a description of brand equity to be further decomposed to its four

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Bredberg, David, and Johan Holmquist. "Instigating involvement through consumer-based brand equity : an attitudinal study of consumer-based brand equity and consumer involvement." Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6616.

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<p>Recent research on links between dimensions of consumer-based brand equity, as well as links to consumer involvement, has shown that it is a significant predictor of purchase behavior.</p><p>The purpose of this dissertation is to explore the affect brands have on consumer involvement. We attempt to investigate how consumer-based brand equity affects the level of consumer involvement.</p><p>Based on consumer behavior theory and previous research of these areas, gathered primary data (an empirical investigation of students’ attitudes) is analyzed to gain an understanding of how the aforementi

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LAI, KUAN-CHU, and 賴冠竹. "Advertising、Brand Equity and Financial Performance:The Mediator Effect of Brand Equity." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/2v4v89.

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碩士<br>國立中山大學<br>財務管理學系研究所<br>96<br>Abstract In prior research has addressed relationship between advertising and financial performance, it is not consistent enough to draw a clear conclusion how advertising influences financial performance of the firm. This research develops a conceptual framework and tests whether brand equity mediates the relationship between advertising and financial performance (i.e., sales and market value). If advertising can play a key role in developing and maintaining brand equity and financial performance, it should be considered an investment rather than an expe

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Biela, Joanna, and Mustafa Siddiquian. "Internal Brand Equity : A study on the relationship between internal brand equity and external brand equity in B2B firms." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45472.

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In the business-to-business sector, the brand owner´s employees are increasingly playing a key role in terms of representing the brand to existing and potential customer. The role of a well-established internal brand equity can give a business-to Business Company the edge it needs in the market today. Internal branding has recently emerged as an important issue in industrial market. This study aims to find out how internal brand equity and its determinants affect the external brand equity of business-to-business companies. This study is based on previous research of internal brand equity in bu

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Liu, Hsiu-ling, and 劉秀玲. "Brand Equity of Luxury Brand -- Louis Vuitton." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/525yy7.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>97<br>When the global financial tsunami because of the economic downturn a recession, the technology industry into the economic doldrums, the global chemicals industry psychiatric segment due is still not affected, the luxury goods pertaining to the operation of the Group, its brand value far exceeds the practical value of the product itself , was not only both classic and brand pandemic. Products to how to design and creativity to engage in global strategic management, use of mechanization on the the way of a unified image of everything the world''s taste and styl

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Rodrigues, Clarinda Adélia Martins Castro Sousa. "Brand sensuality and consumer-based brand equity." Doctoral thesis, 2014. https://repositorio-aberto.up.pt/handle/10216/76153.

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YUAN, WU SHUN, and 吳順元. "Delivery flexibility, brand commitment, and brand equity." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12341784449297766798.

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碩士<br>東海大學<br>管理碩士在職專班<br>100<br>This paper is to analyze the suppliers relativity among delivery flexibility (divided into time, quantity and location flexibility), brand commitment and bran equity. The study takes one FMCG company, 3rd party logistics company, and its most customers as research objective and adapts questionnaire method. There are 159 effective questionnaires collected and the study uses Linear Analysis Model to configure the relationship among 3 variances. The study finds: 1. The bigger the delivery time flexibility, the higher the Customer satisfaction. 2. The bigger delive

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Rodrigues, Clarinda Adélia Martins Castro Sousa. "Brand sensuality and consumer-based brand equity." Tese, 2014. https://repositorio-aberto.up.pt/handle/10216/76153.

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Huang, Ching-Po, and 黃清波. "The Effects of Brand Elements on Brand Equity." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/65576927495437158889.

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碩士<br>國立雲林科技大學<br>企業管理系碩士班<br>89<br>Brand elements are one of the important methods to build brand equity. However each brand element has certain strengths and weaknesses. Thus, marketers must combine brand elements by choosing different brand elements to achieve different objectives and make sure they can match brand each other. The purpose of this study firstly attempts to explore the impact of brand elements, including brand names, logos & symbols, characters, slogans, and packages, on brand equity. Second is to compare if there is any different impact on brand equity under the different co

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Huang, YuChun, and 黃郁君. "The Impact of Brand Associations on Brand Equity." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/24429287107047963660.

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碩士<br>淡江大學<br>國際貿易學系<br>90<br>Due to the changes of the consumptive pattern and demand today, establish and manage brand equity are gradually concerned by the authorities. The establishment and management of brand equity depend on the results of valuing and measuring on brand associations more to give the directions to the enterprises on sales marketing. Until now, there are few researches on brand equity and the research of measuring variation which bases on brand associations are also sare. Therefore, this research mainly discusses the relations and influences between brand equity and brand

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Martins, Marta Cristiana Costa. "Brand Equity: A Probabilistic Approach on Brand Preference." Master's thesis, 2016. https://repositorio-aberto.up.pt/handle/10216/86945.

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Fang-Jou, Leu, and 呂芳洲. "The Effect of Brand Alliance on Brand Equity." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/81632566473789886743.

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碩士<br>國立雲林科技大學<br>企業管理研究所<br>86<br>Brand equity is getting more and more firms* concerns. Before firms usually use marketing mix 4p,(product price place and promotion) to improve brand equity. But these methods will come to increase in cost and marketing expense and it*s difficult to make difference from competitors. Therefore some firms use brand alliance strategy to make brand equity elevate. The purpose of this study is to give consumers different information in order to understand brand alliance type and difference of primary brand*s equity how to affect primary brand equity. If brand alli

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Martins, Marta Cristiana Costa. "Brand Equity: A Probabilistic Approach on Brand Preference." Dissertação, 2016. https://repositorio-aberto.up.pt/handle/10216/86945.

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Baeva, Daniela Yasenova. "Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator." Master's thesis, 2011. http://hdl.handle.net/10316/15384.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Matos Coelho.<br>In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyal

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Navrátilová, Iveta. "Brand equity profesionálního sportovního klubu." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-353288.

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Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the inter

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Hsieh, Tsung-Ying, and 謝宗穎. "Brand equity and business value." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/13696489444678159562.

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碩士<br>嶺東科技大學<br>財務金融研究所<br>101<br>We study the role of brand value for business performances, firm valuation and stock prices in the publicly traded firms of Interbrand’s Top Taiwanese Brand during 2003-2011. We find that: 1. firms with high business performances have positive effect on brand value except the rate of sale growth and the turnover of working capital; 2. the effect of brand value in firm value and stock price is not immediately visible; 3. the sample firms need enhance their customer satisfactory and loyalty.

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Huang, Kuan-Chi, and 黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39056462778443132944.

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碩士<br>國立體育學院<br>休閒產業經營學系碩士班<br>95<br>In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extensi

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黃冠錡. "The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/35505810994198301087.

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碩士<br>國立體育大學<br>休閒產業經營學系碩士班<br>95<br>In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extensi

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Liao, Wan-ting, and 廖婉婷. "The study of the brand equity of cellular phone’s brands." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/69672886352042245372.

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碩士<br>逢甲大學<br>企業管理所<br>95<br>The main purpose of this study was to understand the management way of the cellular phone’s brand to influence the brand equity, synthesis of the former correlation research about brand equity, focusing on the cellular phone industry , and also discussed the correlation of the management way of the cellular phone’s brand and brand equity .Hoping this study may bring useful value for the following researcher. Results of this research were as follows: the aspect of the cellular phone’s manufacturer brand influencing on the brand equity, the Sony Ericsson’s total bran

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Rademeyer, Claire. "Social brands and social brand equity: definition, role and measurement." Thesis, 2015. http://hdl.handle.net/10539/17011.

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Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.<br>Social marketing has a different objective to commercial marketing. Social marketing seeks to change behaviour for social good, whereas commercial marketing endeavours to maximise profit on the sale of goods and services. Within social marketing, the tool of a brand is often deployed but there is little understanding of the similarities and differences between brands in social marketing campaigns and brands in commercial market

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Le, Thu-Ha, and 黎秋河. "Customer-based Brand Equity of Washing-Powder Brands Case Study." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/50810155721267102764.

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碩士<br>國立高雄應用科技大學<br>製造與管理外國學生碩士專班<br>104<br>This case study aims to explore the components of brand equity, build and test our measurement scales as well as build a theoretical model represented the relationship between the components brand equity. Based on the theory of brand and measure have already in the world and a qualitative exploring research in Vietnam, a theoretical model was given with the scale measuring the concept study in the model. A preliminary qualitative research with the sample size is 70 consumers to assess preliminary scale and a formal study with sample size 477 consume

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Paulo, Ana Catarina Alves de Almeida. "Medição do brand equity, no sector automóvel : estratégias para aumentar o brand equity da Cardan." Master's thesis, 2015. http://hdl.handle.net/10400.14/19311.

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O mercado do sector automóvel é bastante concorrencial e, por isso, a Cardan sentiu necessidade de sobressair da concorrência e aumentar a sua notoriedade junto do seu público-alvo, de forma a gerar novas oportunidades de negócio. Assim, o presente relatório de estágio surgiu com o objectivo de medir o brand equity actual da Cardan e, consequentemente desenvolver estratégias que permitam aumentar o seu brand equity. Neste sentido, foram definidas as seguintes questões de investigação:  Qual o brand equity actual da Cardan?  Quais as estratégias que a Cardan deve adoptar para aumentar o se

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