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Brand Equity and Marketing Strategies

   

Added on  2020-03-07

9 Pages1530 Words112 Views
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Running head: BRAND EQUITY IN AN FMCG COMPANY Importance of brand equity in gaining competitive advantage to an FMCG companyName of the StudentStudent ID:Name of UniversityAuthor Note
Brand Equity and Marketing Strategies_1

1BRAND EQUITY IN AN FMCG COMPANYTable of Contents2.0. Literature review:......................................................................................................................22.1. Conceptual Framework:............................................................................................................22.2 Brand equity model:..............................................................................................................32.3. Brand awareness and market penetration:............................................................................42.4 Competitive advantage:.........................................................................................................42.4.1. Cost leadership strategy:................................................................................................52.4.2. Differential Strategy:.........................................................................................................52.4.3. Focus strategy:...............................................................................................................52.5. Literature gap:...........................................................................................................................6References:......................................................................................................................................7
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2BRAND EQUITY IN AN FMCG COMPANY2.0. Literature review:The literature review takes into account the important concepts and theories pertaining tothe subject of study, brand equity. It delves into various aspects relation to brand equity likebrand equity model, brand awareness and market penetration. The paper clearly discusses therole brand equity plays in ensuring the FMCG companies enjoy high profits and competitiveadvantages in the market.2.1. Conceptual Framework:High global position andinternational brandsDeep Marketpenetration, brandawarenessHigh revenueTop position inthe marketPrevents competitorsand new companiesfrom threateningpositionStrategic competitiveadvantages
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