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Dissertations / Theses on the topic 'Brand name products – valuation – management'

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Published: 25 July 2024

Last updated: 31 July 2025

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1

Wells, David Michael. "Impact of brand equity on the purchasing of consumer durables." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3139.

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2

李國華 and Kwok-wah Gilbert Lee. "Marketing management in PRC: an overview of beer market in china : a case study of understanding consumerbehaviour and managing brand equity in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267385.

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3

Samkange, Tichaona. "An evaluation of the brand campus concept implemented at Mercedes-Benz South Africa : a case study /." Thesis, Rhodes University, 2009. http://eprints.ru.ac.za/1576/.

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Thesis (M.B.A. (Rhodes Investec Business School)) - Rhodes University, 2009.<br>A dissertation submitted in partial fulfilment of the requirements for the degree of Master of Business Administration (MBA)

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4

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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5

Bristol, Terrence Alan. "Relying on brand equity: insights from consumer evaluation processes." Diss., Virginia Tech, 1992. http://hdl.handle.net/10919/37886.

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This dissertation questioned whether the brand's equity can influence consumer evaluations, explored the formation of beliefs about brand extensions and accessed the relative extension effects of brand information. A series of three experiments explored: consumers’ schema activation process; the effects of brand equity on consumers’ beliefs and judgments; and consumers’ extension inference processes. The results indicate that consumers use brand knowledge as a frame of reference to understand the brand extension. If consumers are not familiar with the brand, they use other knowledge about the

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6

Huang, Rong 1973. "Exploration of brand equity measures : linking customer mind-set measure to product-market performance measure." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=115606.

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Motivation: Various brand equity measures have been proposed in extant literature. Few researches have explored the theoretical similarities, differences and relationship between different brand equity measures. In the thesis, I will explore two types of brand equity measures, namely customer mind-set measures and product-market performance measures. In particular, I will look at: 1) the correlation between the two types of measures; 2) which measure reflects the underlying brand equity construct better; 3) the impacts of marketing mix elements on the two types measures respectively; and 4) th

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Bucker, Silke. "Assessing brand fit using conjoint analysis." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4143.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Many studies have been conducted on the occurrence of brand image transfer, but very few of them have focused on one of the most important determinants of such transfer namely, brand fit. Brand image transfer is the transfer of brand associations, attributed to another entity, to the brand, while brand fit has been defined as a consumer learning process that seeks to match those brand associations held of the relevant brands involved. This study proposes to assess brand fit. Since a variety of

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8

Costa, Camilla Olga. "Leveraging knowledge for innovative brand development." Thesis, Stellenbosch : Stellenbosch University, 2006. http://hdl.handle.net/10019.1/17444.

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Assignment (MComm)--University of Stellenbosch, 2006.<br>ENGLISH ABSTRACT: It has become evident that the knowledge-driven, innovation economy supercedes the industrial era at the beginning of the 21st century. Within this environment characterized by innovation and the emphasis on brand owning companies, successful organizations will be those that transform information into valuecreating knowledge and dynamically leverage the knowledge to innovate and capture additional customer value. In contrast to an emphasis on traditional tangible assets to explain organizational success, recent st

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9

Staisch, Ingrid. "A brand audit on the L'Oreal brand." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/815.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2007.<br>ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon their current brand image and subsequent brand positioning amongst Stellenbosch students as their target audience’. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the L’Oréal brand. A brand audit was therefore performed on the corporate L’Oréal brand. Brand audits are qualitative snapshots of the current position of the brand in ter

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Pienaar, Hannelie. "An investigation into the impact of the Internet on brand building strategies in the physical and virtual world." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49690.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a part

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Ormeño, Marcos O. "Managing corporate brands a new approach to corporate communication /." Wiesbaden Dt. Univ.-Verl, 2007. http://dx.doi.org/10.1007/978-3-8350-9599-1.

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Arendse, Garron Mark. "Private-label versus corporate brands : a qualitative study." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/18155.

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Thesis (MBA)--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Competition in food retailing has become a noticeable cosmopolitan phenomenon. Competitiveness filters down from retailers and their private-label brands to the suppliers and their manufacturer brands. Furthermore, the proliferation of food retailing has evolved into a double-edged sword for suppliers and manufacturers of both private-label and manufacturer/supplier-branded goods. Therefore, these suppliers, in comparison to those that solely manufacture national-brand goods, has to continuously maintain a favourable stat

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Morris, Andrea Leigh. "Assessing brand image transfer in sponsorship." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5347.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-sati

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Ndisengei, Charity. "An exploratory analysis of the global brand perceptions of SABMiller's global beer brands in Africa." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97353.

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Thesis (MBA)--Stellenbosch University, 2015.<br>ENGLISH ABSTRACT: David Ogilvy stated that ‘I have seen one advertisement actually sell not twice as much, not three times as much, but 19 ½ times as much as another. Both advertisements occupied the same space. Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal’, Ogilvy (1983, 9) He then goes on to say that, the wrong advertising can actually reduce the sales of products. It is with this quote in mind t

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Peters, Wilhelm. "A study of the brand characteristics of Oakley." Thesis, Link to the online version, 2005. http://hdl.handle.net/10019/1762.

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Khumalo, Wilson Mdala. "The value of measuring brand equity: the Ceres Fruit Juices case." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/995.

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Measuring brand equity is an important brand management function but, the appropriateness of brand equity measurement methods remain a concern. This study applied levels three of brand equity measurement approach to have an understanding of consumers’ brand perception. It is hoped that this understanding could give brand managers the necessary tool to develop and deploy effective and efficient brand management strategies and tactics. At Ceres Fruit Juices (CFJ), brand equity is used to improve competitive marketing actions, gain larger margins, intermediary co-operation and management support

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El-Amir, Ayman M. Ragaa. "Retail brand management : towards modelling the grocery retailer brand from an ethnographic perspective." Thesis, University of Stirling, 2004. http://hdl.handle.net/1893/9243.

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As producers of national and international brands, manufacturers and service providers were the focus of brand management literature. However, as retailers have become major players nationally and internationally, managing retailers as brands have become a major challenge. The retailer unique business nature, and managerial needs as well as its ever-changing business environment render managing the retail brand a unique and complex task. For the retail brand to embrace and adapt to its managerial challenges, a multitude of brand management approaches should be employed. However, when addressin

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Le, Péru Alexandre. "Branding and territories : the conflict of applying domestic laws to universal trademarks." Thesis, McGill University, 2004. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=82663.

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The thesis focuses on the branding phenomenon in its relationship with territory. Owners of global brands seek to defend a set of positive associations that goes beyond the concept of trademark per se. In that undertaking, the territorial limitation of trademark rights is perceived as an impediment to a worldwide protection of the branded myth.<br>The thesis analyses the branding phenomenon and the territoriality principle of trademark law. It also depicts the methods currently employed by trademark owners to circumvent national legislations. The thesis supports alternative approaches,

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19

Woodward, Tracy. "Identifying and measuring customer-based brand equity and its elements for a service industry." Thesis, Queensland University of Technology, 1996.

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20

Van, Gensen Garth Allister. "A model for branding practices in a new South African Higher Education landscape." Thesis, Bloemfontein : Central University of Technology, Free State, 2005. http://hdl.handle.net/11462/58.

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Thesis (D. Tech.) - Central University of Technology, Free State, 2005<br>Distinctive challenges are currently facing South African higher education institutions. Among others they are funding; quality assurance; globalisation; the emergence of private higher education; the idea of an entrepreneurial university as an alternative; enrolment capping; as well as merged and incorporated institutions. It is critical that these challenges be addressed urgently. However, the lack of proper marketing and branding strategies at institutions of higher learning in view of the new unfolding national an

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Kruger, Hannelie. "Trademark and brand dilution : an empirical investigation." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/86565.

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Thesis (PhD)--Stellenbosch University, 2014.<br>ENGLISH ABSTRACT: The Constitutional Court in the Republic of South African indicated in 2006 (Laugh It Off Promotions CC v SAB International (Finance) BV t/a Sabmark International (Freedom of Expression Institute as amicus curiae), 2006 (1) SA 144 (CC)) that a senior trademark cannot be provided with anti-dilution protection if the senior trademark cannot demonstrate a probability of substantial economic harm. In the United States of America, legislation (Trademark Dilution Revision Act of 2006) corrected an earlier Supreme Court decision (Mosel

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Lee, Kwok-wah Gilbert. "Marketing management in PRC : an overview of beer market in china : a case study of understanding consumer behaviour and managing brand equity in China /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17963539.

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23

Van, Jaarsveld Karien. "The effect of the senses on the perception of a brand." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4130.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: Against the background of the challenge marketers face in influencing consumer perceptions of brands, this study attempts to assess the effect of the senses on the perception of a brand. Perception is the way in which consumers interpret the world around them, with the senses as the receptors of information from the environment. One way of influencing consumer perceptions is by stimulating or involving multiple senses in brand building. To test this statement, the following research question was

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Allan, Meredith Leigh. "Price versus brand : assessing the role of price and brand in low-income consumer decision-making." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/86272.

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Thesis (MComm)--Stellenbosch University, 2014.<br>ENGLISH ABSTRACT: Growing competition, fuelled by globalisation, has increased the number of alternatives across almost all product categories, leaving consumers overloaded with information and overwhelmed for choice. Brand and price represent two cues that have been found to influence consumer decision-making and which can be used in marketing strategies to create value, and differentiate from competitors in this increasingly competitive climate. Responding to the misconceptions surrounding the decision-making of individuals classified in the

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Saal, Alvin. "Investigating the determinants of brand equity: a verification approach in the detergents industry in South Africa." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/80641.

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Thesis (MBA)--Stellenbosch University, 2018.<br>ENGLISH ABSTRACT: Creating brand equity, that is, building a strong brand is a successful strategy for differentiating a product from competing brands (Aaker, 1991: 256). Brand equity provides sustainable competitive advantages, because it creates meaningful competitive barriers. Brand equity is developed through perceived quality, brand loyalty, brand awareness and brand associations, which cannot be either built or destroyed in the short run; but can be created only in the long run through carefully designed marketing investment. This study ai

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Napoli, Julie 1969. "Developing and validating a multidimensional measure of nonprofit brand orientation and assessing its impact on organizational performance." Monash University, Dept. of Marketing, 2003. http://arrow.monash.edu.au/hdl/1959.1/5655.

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Romaney, Rafik. "An investigation into perceptions of South Africa's brand personality : a qualitative study." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/80739.

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Thesis (MBA)--Stellenbosch University, 2011.<br>Since the first democratic election in South Africa in 1994, considerable investment has gone into South Africa’s brand. However, this researcher could find no literature on the description of South Africa’s brand personality as perceived by visitors. The purpose of this study is to provide insight into South Africa’s brand personality and encourage researchers to undertake a more in depth study of South Africa’s brand personality. It ultimately aims to assist marketers in differentiating South Africa’s brand and making it more competitive on the

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Onojaefe, Darlington Peter. "Business use of branding strategies for e-commerce benefits." Thesis, [S.l. : s.n.], 2008. http://dk.cput.ac.za/cgi/viewcontent.cgi?article=1034&context=td_cput.

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Coetzee, Nerisa. "The exploitation of niche markets : an evaluation of Huisgenoot's standalone titles in an already competitive consumer magazine market." Thesis, Stellenbosch : Stellenbosch University, 2013. http://hdl.handle.net/10019.1/95637.

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Thesis (MBA)--Stellenbosch University, 2013.<br>The high costs of new product launches have forced consumer magazines globally to launch brand extensions as part of new product strategies. Costs can be reduced radically by using renowned brands and utilising their marketing and distribution competencies. The economic recession and a rapid leaning towards non-print media have caused a sharp drop in advertising as well as consumer spending in the print magazine industry. Nevertheless, tablet devices and ground-breaking technology offers opportunities for traditional media to grow. The product l

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Schwartz, Johan. "A critical analysis of the appropriate co-branding factors in the South African retail industry : a management perspective." Thesis, Stellenbosch : Stellenbosch University, 2007. http://hdl.handle.net/10019.1/49205.

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Thesis (MBA)--Stellenbosch University, 2007.<br>ENGLISH ABSTRACT: In the past decade, through the study of business acquisitions and through empirical research it has become evident that brands are amongst the most important assets of a company. Brands are the core of the consumer-driven economy and companies' sustainable business future is dependent on the success of their brands. Brands enable companies to establish and differentiate their company and its products. Additionally, brands provide the base or launching pad for new products and new business ventures. Brand leverage strategi

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Laubser, Leonore. "The motivations behind brand choice in the older segment in the Western Cape, South Africa." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96194.

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Thesis (MBA)--Stellenbosch University, 2014.<br>ENGLISH ABSTRACT: The mature market is increasing, and has been identified as the fastest growing demographic segment globally. Throughout the world, and even more so in the developing countries, the decline in fertility rates and in the increasing life expectancy rates, means that the proportion of people aged 60 years or older will reach two billion by 2050. In South Africa, one in ten people will be over 65 years old by 2025.The result of the growing ageing population has both social and economic implications and effects businesses, communitie

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Roswinanto, Widyarso. "Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc801896/.

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Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are actually transferred in co-branding and brand extension applications, particularly in terms of perce

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Waddington, Andrew John. "Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company." Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1002796.

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The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help manager

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Sarantidis, Paraskevi. "Factors affecting store brand purchase in the Greek grocery market." Thesis, University of Stirling, 2012. http://hdl.handle.net/1893/12854.

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This study is an in-depth investigation of the factors that affect store brand purchases. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the effects of three latent variables: customer satisfaction and loyalty with the store; which is expressed through word-of-mouth; and trust in store brands. An additional aim is to explore variations in the level of store brand adoption and the inter-relationships between the selected constructs. Data was collected through a telephone survey of those responsible for household grocery shoppi

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Eamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.

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The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.

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Mugobo, Virimai. "Re-branding Zimbabwe : a transformative and challenging process." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/2091.

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Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013.<br>During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for natio

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周斌. "論公共企業的品牌戰略與政府關係 : 以上海航空股份有限公司為個案分析". Thesis, University of Macau, 2004. http://umaclib3.umac.mo/record=b1636935.

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Jeong, Jaeseok. "Exploring the impact of advertising on brand equity and shareholder value." Thesis, 2004. http://hdl.handle.net/2152/1220.

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Sinclair, Roger. "Recognising and evaluating brand equity in South African business to gain financial and operational benefits." Thesis, 2015. http://hdl.handle.net/10539/17972.

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Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, 2002.<br>This thesis presents a new approach to the measurement of consumer brand equity outcomes. The approach links financial performance with consumer behaviour to acknowledge the true source of a brand's strength. The methodology developed can be used to value brands for a variety of purposes ranging from corporate accounting, to taxation, to trademark protection and to capital market analysis. Its most significant application might well become the re-positioning of marketing as the leader of a company-wide activi

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Botes, Shaughn. "Brand management and technology." Thesis, 2012. http://hdl.handle.net/10210/4261.

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Langa, Makhosazana P. "Effect of branding management on technology performance : a case study." Thesis, 2012. http://hdl.handle.net/10210/4860.

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M.Ing.<br>This dissertation aims to identify the effects contributed by branding on organisational performance, as branding may contribute positively or negatively to the company sales performance. Many customers align quality products with certain brands only. Some organisations over price their products because they have guaranteed space in the market and had built solid relationships with their customers. Due to many different good products which do not do well in the market because of poor branding, the author identifies the problems aligned with branding and the author also looks at the p

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Dimitrov, Silvana. "Brand origin and product haracteristics effects on corporate versus product brand equity in B2B markets." Diss., 2008. http://hdl.handle.net/2263/23124.

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Prior research on branding has emphasised the choices companies have between product and corporate branding and what drives these choices. B2B markets are expected to differ from individual consumers in the value they place on the corporate brand versus the product brand due to the complicated nature of organisational buying. Brand origin and product characteristics are said to have an effect on customers’ evaluations of brand equity. The study design was causal/experimental in nature and data from 189 B2B customers located in SA and Europe was collected via a survey. The unit of analysis was

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Makan, Reena. "An investigation into the introduction of branded goods in order to reposition store image." Thesis, 2002. http://hdl.handle.net/10413/4578.

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Bomela, Chubekile Cola. "Living the Brand : a case study of how management at Standard Bank can create brand ambassadors of their employees." Thesis, 2006. http://hdl.handle.net/10413/1476.

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In April 2006 the new brand positioning for Standard Bank was revealed to staff and the general public. The new brand positioning focused mainly on employees and customers and to a lesser extent operational efficiency. The study attempts to find what meanings the employees of Standard Bank made of this new brand positioning through a qualitative case study methodology. As part of the study, theoretical models and concepts covering the brand, brand positioning, living the brand, employee segmentation and the 3-phased approach to implement the programme were reviewed. A qualitative research stud

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Cebisa, Zwelakhe Erick. ""The role of brands in the advertising of beauty products."." Thesis, 2007. http://hdl.handle.net/10413/1477.

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This research investigates the role of brands in the advertising of beauty products. This study was conducted at tertiary institutions in the Durban Metropolitan Area. Since, students are believed to constitute a large market for consumer goods, especially beauty products, the study also seeks to determine consumption patterns and preferences of brands of beauty products by students at tertiary institutions. Using a survey-based study, the results of the survey highlights the importance of the branding of beauty products in promoting sales, loyalty and preference for various brands. The findin

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Pillay, Pragasen. "The importance of branding fast moving consumer goods in retail chain stores : consumers and marketers perceptions in South Africa." Thesis, 2007. http://hdl.handle.net/10413/1044.

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This investigation probes the perceptions of consumers as well as marketers with regard to the branding of fast moving consumer goods in South African retail chain stores. While much research has been conducted on branding, this investigation will focus on the extent to which marketers’ perceptions and consumers’ perceptions converge with a view to maximizing the mutual benefits to be derived from marketing strategies within a contemporary South African environment. The extent to which South African marketers’ perceptions and consumers’ perceptions converge to promote brand equity is postulate

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Gerber-Nel, C. (Charlene). "Determination of the brand equity of the provincial, regional and national rugby teams of South Africa." Thesis, 2004. http://hdl.handle.net/10500/1831.

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In essence, aspects of sports marketing can be viewed as a special case of marketing a brand. The brand-related marketing activities of rugby teams should therefore first focus on building awareness of the rugby team's brand. Branding is a new phenomenon in rugby, a sport that has recently become professional and commercialised in South Africa. Despite the importance of brands and consumer perceptions of brands, rugby unions in South Africa have not used a consistent definition or measurement technique to assess spectators' perceptions of rugby brands. If some understanding of spectators'

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Hasert, Rudolf Karl. "The branding role that product labelling plays within integrated marketing communication." Thesis, 2012. http://hdl.handle.net/10210/4325.

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M.A.<br>This study focuses on empirically determining the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. This research topic was selected for a number of reasons. Firstly, there is a general misconception of the definition of the term Integrated Marketing Communication. Secondly, there is also an emergence of the perception that labelling plays an important role as a strategic element in Integrated Marketing Communication functioning. Thirdly, there is also speculation regarding what thi

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Dapi, Belinda Chiedza. "Integrated marketing communication as the key component to building customer based brand equity." Thesis, 2012. http://hdl.handle.net/10413/9853.

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This study investigates the role of integrated marketing communications in building customer based brand equity. The study was conducted in Pietermaritzburg and Durban in South Africa using the consumers of the Coca Cola brand as the study subjects. The aim of the study was to determine the differential effect that knowledge of the Coca Cola brand has on consumers’ responses to the marketing of the brand. The study commenced with a survey of literature related to the fields of integrated marketing communications and customer based brand equity. The theoretical framework was determined to be th

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Mabusela, Xolile. "Measuring and building the South African weather service (SAWS) brand equity." Thesis, 2005. http://hdl.handle.net/10413/1795.

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Abstract:

The SAWS is interested in demonstrating the economic and social benefits of the products or services it provides to the public, industries and other organisations. It is also important for the organisation to carry out ongoing performance assessment of public and commercial weather services to ensure that these services are efficient and effectively meeting the public's and customer's needs and contribute to longer term commercial and societal objectives. Some other National Weather Services has developed "Service Charters" which detail their pledge of performance to the user communities, spec

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