This chapter examines three key issues in developing and establishing strong brand relationships with its customers … implications for the enhancement of brand equity. The second key issue addresses how a brand may be able to create a meaningful … personal connection with its customers in order to create and establish brand attachment. Here, three different brand …

, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image … exemplars. I place visual issues within a broader theoretical perspective of brand culture - the cultural dimensions or codes of … brands - history, images, myths, art, theatre - that influence brand meaning in the marketplace. Visual consumer research …

, in spite of its ever diminishing effectiveness, is still seen as the dominant mechanism for building a brand. Third, the …

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual … letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute …

A brand is firm’s promise to their customers and it tells them what they can expect from their services or products and …. Since e-learners have no direct contact with the education providers, brand trust can contributes to a reduction of … attributes of brand trust in e-tertiary education is related to risk aversion, contingent on institutional and courseware design …

This paper takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign … of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens … the concept of brand to three dimensions: that of the identity sign itself, the object the sign refers to and the response …

Today, the use of celebrity endorsement has increased drastically. It has become an integral part of almost every brand …

a significant influence on the perception of the general public towards the company owning the brand. Brand loyalty not … only represents the brand of the company but also the company itself. This study has been conducted to know the brand … awareness and brand loyalty of consumers towards hair shampoos. The study highlights that the major sources of awareness for …

One brand does not fit in all markets. Brands need to be nurtured by the companies according to market attributes which … markets located in suburban habitats and industrial and rural markets within the proximity of urban market ambiance. Brand … brands by determining suitability of brand-market nexus, building strategies to increase brand sales and planning towards …

Many countries in the world can be recognized as brand like: Germany for Automobiles, Japan for Technologies, South …? Over the years, we have also witnessed Brand India becoming increasingly distorted in the absence of efforts to manage and … Brand with a widely varying Diaspora of population, which makes it a challenge and often a nightmare for the brands. It is a …