Telling consumers your brand values and communicating them through everything from the name and logo to colors and packaging or online branding all contribute to creating a brand position that consumers gravitate to, and customers stick with.” Cultivate an Emotional ConnectionDevelop deeper connections...
: Yes or No Brand: Select the Brand Name. Description: Indicates the name of the Competitive product and any other descriptive details. Justification: Enter the reason why this Brand or product is chosen as the benchmark. (Must also be completed if there is no benchmark; enter the reason ...
A widely used definition of brand equity characterizes it as the added value (“incremental”) by the brand name to a product or service (Ailawadi et al., 2003, Farquhar, 1989, Hernández-Mireles and Fok, 2011, Sriram et al., 2007). For (customer-based) brand value measurement, the ...
Participants were briefed with a coding scheme for the message, with a letter for each brand, a letter for each touchpoint, and a Likert-scale number for positivity; so, for example, “BA5” might represent a brand named “Quench” (name amended for confidentiality); a TV advertisement; ...
• With promotions targeting the American middle and upper classes, Moroccan brands have an opportunity to become regarded as a respectable brand name. • MORE Trade missions from Morocco to the US and from the US to Morocco. – Promoted by the Government of Morocco in cooperation with the...
A brand goes beyond just a coined name, beyond the literal sense, and more than a surface meaning or nomenclature assumed, but can attract a premium from brand equity as a strong point and potentiality. A brand is not just a name or symbol (Kotler & Armstrong,2004), but it also has ...
3. Decision and justification not to measure: None (Rev.01) Audix Technology Corporation Report No.: EM-E161004 Page 9 of 89 2.2. Description of Performance Criteria Performance criterion A During the test, when seen from the normal viewing distance, the EUT shall operate with no change...
At this stage key respondents were also requested to add the domain name of the survey software provider (Qualtrics) to their safe senders list. Therefore, this step reduced the possibility of the survey being automatically filtered into their junk mail folder. A suitable survey protocol was ...
Accordingly, tourist shoppers, as compared to regular buyers, tend to consider extrinsic cues, such as brand name, warranty and endorsers, to be more important when evaluating a brand (LeHew & Wesley, 2007). This indicates that marketing communication using an extrinsic cue may reduce tourist ...
The inclusion criteria for participants in the sample consisted only of being Por- tuguese, 18 years of age or older, and having purchased blue jeans in the past two years. All participants were previously informed of the research objectives and were assured of the anonymity and confidentiality ...