more detailed analysis of online branding strategies, including communicating brand identity and presence, and building … brand relationships. Findings – Most top “non-value” fashion retailers offer transactions through their web site, offering … extended opportunities for brand engagement and experience. While all fashion retailers achieve consistency of visual identity …

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN … covered the marketing environment of the major service providers. An extensive study of literature on branding, brand … management and brand equity measurement was undertaken.An empirical study was conducted. Telephone interviews were used for …

. The secondarea is whether the inclusion of brand equity measures as part of the financialcompany reports, will give them … the focus that they deserve. Thirdly it exploreswhether there is a link between brand building initiatives and financial … measures.A qualitative research method was used as it gave the researcher an in depthunderstanding of the role of brand …

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 …

In luxury brand management, experiences are essential. However, most of what we know about designing customer … specific approach to brand management. Using a grounded theory approach, we present a framework consisting of seven principles … traditional frameworks of brand management. By compiling best practices and the commonalities amongst the interviewed companies …

decision as to which petroleum products to buy: the established petroleum retailers have to pay attention to their brand …

currently hasvibrant and active NPO sectors across the various continents.The study reviewed the application of brand management … brand and the objectives of branding within thissector. The research paradigm was qualitative and the study was exploratory … qualitative data analysis was appliedand the themes that arose included the terminology in use in the NPO sector,how the brand …

implement acorporate brand strategy, and there was not enough understanding of theparadoxes of their brands …

Brand managers are more than ever facing challenges to build strong brands. Strong brands do not differentiate from … other brands, just because of a functional value proposition. It's more about the emotional connections between the brand …