Brand awareness has a great influence on selections and can be a prior consideration base in a product category (Hoyer & Brown, 1990). ... A product with a high level of brand awareness will receive higher consumer preferences because it has higher market share and quality evaluation (Dodds et al., 1991; Grewal et al., 1998). Perceived Quality Perceived quality is a result of consumers' subjective judgment on a product (Zeithaml, 1988; Dodds et al., 1991; Aaker, 1991). ... Perceived quality is a consumer judgment on the accumulative product benefits and a subjective feeling on product qu...

• Word Count: 2522
• Approx Pages: 10
• Has Bibliography
• Grade Level: Undergraduate

As the world is technologically more powerful, the need of marketing, advertising and competition are also increasing (Vahabzadeh et al, 2013). ... (Naini et al, 2012) As a result, it has managed to differentiate itself from its competitors and distinctively positioned its brand in consumers' minds. ... Based on Brand Pyramid model, which was originally created in in the mid-1990s by Millward Brown, a global marketing research and consulting firm, Dove currently ranks towards the top of the pyramid, with increased loyalty and high levels of revenue potential. ...

• Word Count: 1467
• Approx Pages: 6
• Has Bibliography
• Grade Level: Undergraduate

A CRITICAL ANALYSIS OF THE BRAND MANAGEMENT OF THE TAJ GROUP OF HOTELS Brands never die. They are meant to live forever. However, their luster fades by the imprudent decisions of brand managers who fail to see the future unraveling. The concept of branding is not new; many famous brands have been with us for some time. Many developed as the result of the energy and enthusiasm of the entrepreneurs behind them. ...

• Word Count: 5228
• Approx Pages: 21
• Grade Level: Undergraduate