Executive summary This paper discusses the core concepts of brand equity, its sources and its importance to an organisation. A descriptive survey was conducted through means of a questionnaire to measure the sources of brand equity of the Samsung Mobile brand. The survey demonstrated variable re...
This study will be valuable for not only Nike but also for other corporations to see how the leadership of key individuals affects the perception of the brand from both a company and consumer viewpoint. ... Internally Identity Katz often mentions in his time spent with Phil Knight, that Knight has a great sense of identity, association, and ownership with the brand itself (Katz 1994). Not only that, but also organizational members, workers, and players sponsored by Nike felt a great sense of identity with the brand. ... At Nike, members highly identify with that and desire that sense of belon...
A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. ... Each brand will have a unique set of values that are relevant to its target market, but this paper argues that it is the consistency of the perception of those values, as well as the nature of those values, that is an important characteristic of successful brands. ...
Executive Summary This thesis sets out to investigate the effect of participation in motorsports on the image of a company. The focus in this investigation lies on the effect for companies that participate in Formula 1. The research looks at three different items that can influence the image: brand fit, brand involvement and popularity of the sport. Another factor investigates the moderating effect that the influence of the image of the sport has on the three items under investigation. These issues where investigated using an online questionnaire. ...
Classic designs for signature lines and fashionable designs for seasonal wears, different more sporty, casual but elegant lines all made with excellent quality durable materials, and finally sold at higher price led to establishing brand high performance perception. ... After that comes sense of community which clients feel towards other customers who buy same product and even company representatives, Attitudinal attachment and sense of community is necessary to achieve active engagement, that means that customers would participate in behind the scene action even when they are not making a pur...
