Importance of Branding and Key Components of Successful Brand Strategy
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This report discusses the importance of branding as a marketing tool and explores the key components of a successful brand strategy. It also analyzes different strategies of portfolio management, brand hierarchy, and brand equity management. Additionally, it evaluates techniques for measuring and managing brand value.
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Brand Management
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TABLE OF CONTENTS LO1.................................................................................................................................................................................3 P1 Importance of branding.......................................................................................................................................3 P2 Key components of successful Brand Strategy....................................................................................................6 LO2.................................................................................................................................................................................8 P3 Different strategies of portfolio management, brand hierarchy and brand equity management..........................8 LO3...............................................................................................................................................................................10 P4. Brand managed collaboratively and in partnership at domestic and global level.............................................10 LO4...............................................................................................................................................................................12 P5. Evaluate different types of techniques for measuring and managing brand value using specific organisational examples..................................................................................................................................................................12 CONCLUSION.............................................................................................................................................................15 REFERENCES..............................................................................................................................................................16
INTRODUCTION Brand management refer to all such activities that increase sales of the product or it is marketing techniques that induces customer to purchase over other competitor product. In this report Apple Company has been taken that have strong brand image of iPhone in the market. Apple Inc. is American Technology Company operating its business worldwideand it sells, design and develop consumer electronic and computer software. This report explains the importance of branding as a marketing tool andvarious model, theories and frameworks are used indevelopmentandmaintenanceofsuccessfulbrandimage.Italsodiscussesthekey componentsofsuccessfulbrandstrategyforbuildingandmanagingbrandequityinan organization. The report analysis different strategies of portfolio management, brand hierarchy and brand equity using theories, models and frameworks. This report also evaluates the way brand is managed collaboratively and in partnership both at domestic and international level. At last, this report evaluates different types of techniques for measuring and managing brand value to build strong and enduring brand of the company. MAIN BODY LO1 P1 Importance of branding Brand image change the way customer perceives the company thus impact the company market position, its sales and profit margin of the company. Strong brand image help the company in successful expansion of its business and in generation of new prospects or customer (Pitt Napoli and Van Der Merwe, 2017). Thus, strong brand image plays an important role in increasing its sales, profit margin and in gaining customer loyalty. Increase value of Business:Strong brand image open many future opportunities for the company to expand its business. Company can easily market its new product in the existing as well as in new market with the use of company brand image. Thus, Brand helps in expansion and growth of company by promotion of product in existing as well as in new market. New customer:Strong brand image not only cater the needs of present customer but generate future prospective or add new customer for the business (Åsberg, 2018). Apple is able to effectively promote its product through strong brand image and customer satisfaction. Thus,
strong brand image is one of the effectively tool of marketing to increase sales of the company.It helps in adding new customers to the company by satisfying the needs of present customers. Increase employee satisfaction:Brand image play an important role in satisfying the needs of employee as they are happy in working withsuch company that have strong brand image in the market. It also increases the efficiency and loyalty of employee thus motivating and influencing them to provide qualitative services to its customers. Thus, it also helps in promoting company product by offering quality service and mouth-to-mouth publicity by satisfied employees of the company. Build trust:Strong brand of Apple plays an important role in marketing tool as it build trust among the existing customers and future prospective. Strong brand image of the company promote and maintain loyalty of customer's and also help in adding new prospective to the business due to strong image of the company. It helps in adding new customers and retention of existing customers of the company. Help in advertisement:A well establish brand image effectively promote its productto its customer and marketer can easily and effectively influence the customer to perceive company product over other competitor product.Thus, strong brand image reduces the effort and cost of marketing of product for achievement of organisational goals. AppleisabletobuildstrongimageofiPhonebyadaptingtovariouschanges, maintaining the quality of its product and quality service to its customer service, innovative, unique and update product to its customer (Sevel Abratt and Kleyn, 2018). There are many reasons that have lead iPhone as a leading brand in domestic as well as in international market. User experience is one of the reason. By using experience of customer is able to design product, its feature and advertisement strategies and identify the needs of the customers thus satisfy in the best possible manner. Customer loyalty is another reason as Apple company focus is to provide qualitative product and service to its customers. Company by thinking differently and innovating its product consistently is able to build strong brand image. Model, concept and theories used by the company in management of brand successfully over time are Keller's and Aaker Customer- Based Brand Equity Model. Keller's Customer-Based Brand Equity Model:It is pyramid that has various stages of brand equity which help in identify the stage of brand and what the company is need to do for more enhance of its brand image (Keller, 2017).
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Brand identity:It means the ways, customer perceive company and its product so it is the basic and the most important stage on which all other stages depend. Apple is able to effectively identify its apple brand to its customers or make aware of it brand. Brand Meaning:When the customers are aware of the brand they need further details such as its performance, quality of product. Customers are fully aware of the quality product and services offered by Apple Company through its brand.Customers are aware of the product quality and services offered by Apple. Brand Response:It explains the experience that the customer gets after using company product and services and thus customer is brand advocate of Apple. Apple has strong brand that helps in attracting existing and potential customers in the market.Response to brand image of apple is good and many people prefer it as compared to other brands. Brand resonance:It the stage where the customer gets strongly connected with the company and does not precise other's product. Apple is the one of theexample of brand resonance as it has built strong relationship with its customers. Aaker Customer-Based Brand Equity Model:This model focus on recognition thus it is mix of Brand association, Brand awareness and Brand equity (Laforet, 2017). Thus, this model helps in creation of brand strategies to increase the value of the company, its products and to gain competitive advantages. It consists of five components of controlling brand equity: Brand awareness:Customer's in the market are fully aware about the product and services offered by Apple Company. Brand loyalty:Apple Company has maintained loyalty of customer by providing quality product and services and thus increasing its market share. Perceived Quality:Apple has a brand image of providing quality product with unique features that differentiate it from another. Brand association:Customers of Apple Company feel happy and satisfied when they make purchase or see advertisement and feel contacted. Patent, IP and trading partners: Apple Company have copyright its technology, products in order to get competitive advantages (Mohan Voss Jiménez and Gammoh, 2018). AppleisabletobuildstrongimageofiPhonebyadaptingtovariouschanges, maintaining the quality of its product and quality service to its customer service, innovative, unique and update product to its customer (Sevel Abratt and Kleyn, 2018). There are many
reasons that have lead iPhone as a leading brand in domestic as well as in international market. User experience is one of the reason as by using experience of customer is able to design product, its feature and advertisement strategies and identify the needs of the customers thus satisfy in the best possible manner. Customer loyalty is another reason as Apple company focus is to provide qualitative product and service to its customers. Company by thinking differently and innovating its product consistently is able to build strong brand image. Model, concept and theories used by the company in management of brand successfully over time are Keller's and Aaker Customer-Based Brand Equity Model. P2 Key components of successful Brand Strategy Brand strategy it is long termed planning to build strong brand image of the company for achievement of desired goals. The key components of successful brand strategies for building and managing brand equity are as follows: Awareness:Company is able to effectively build equity brand image by creating awareness of its product and services among its target customers. It includes the customer should be aware of existence of brand and the categories in which the company deals (Patel, 2018). On the basis of product categories, the customer first recall brand is said to have the highest awareness among customers. Company has use various means to increase its brand image through events, advertisement,mouth-to-mouthpromotionandpublicity.So,itcanbestatedthatApple Company has strongly established its brand image in the market as the customer are well aware of the brand and its products. Brand association:The way company connect itself with the customers or stay in customer's mind it is mainly done by building strong relationship with customers. Customers associated themselveswiththecompanyonthebasisofqualityofproductandservices,brand advertisement, price of product, product categories and interaction with employees (Borda, and et.al., 2017). Apple company customers are associated with its brand effectively as it has use effective means for interacting its brand with customers. Strong and positive Association with customer has helped the Apple in induce brand purchase and thus help in generating good mouth publicity. This has also helps the company in creating barrier for other competitors to enter the market, provide trade leverage and thus leveraging the brand of the company. Perceived Quality:It describes the expectancy or customer's preference about the quality of product and service offered by the company. Customers assess and make rational judgement of
quality by considering various factor such as offering of competitors, performance of brand. Company by providing quality services and products can charge competitive price for its customer's and it is only the main reason the customer prefers a particular brand over other. Apple Company differentiates its brand from other competitor in the market by providing innovative and unique feature in its Phone. Thus, the company is also to charge high price from customer and able to get competitive advantages in the market. Brand Loyalty:Brand loyalty is made when the customer makes continuous and repeated purchase of its products of particular brand. It is the one of the most important indicator of building and managing brand equity because it indicates consistent purchase as the product have been purchase before (Niculescu, and et.al., 2019). It will help the company in launching of new product easily and effectively with minimum cost and efforts. Bargaining power of company is also high when it has strong customer's loyalty as customers will purchase only their products. Apple Company by providing quality product and services to its customers is able to expand its market share and customer loyalty. Due to quality of its product the customers are ready to pay high price then the competitor price. Thus, create barrier in new entry of competitor and protect the company from various threats of competition. Proprietary Brand Asset: Company should copyright its various technologies, process of manufacturing product in order to get competitive advantages in the market. It includes Patent, trademarksandchannelrelationshipitisdoneinordertoprotectcompanyfromother competitors, prevent erosion of customer’s loyalty and competitive advantages. Asset is the valuable thing that needs to be protected to get competitive position through various patent and trademarks. Apple has patent and copyright its technology and products in order to get competitive advantages in the market and to increase loyalty of customer's. Brand Extension:It is the techniques used by the company to provide benefit to new launch product by using prevailing popular and reputation brand name of the company. This is done in order to increase the sales and market share of the new launch product with the help of existing brand image. Brand reinforcement:Each product has its life cycle so in order to maintain customer's loyalty and continuous purchase this strategy is followed by the company. Brand reinforcement helps in maintaining and increasing loyalty of customers, adding new prospects in the business.Brand
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reinforcement take place by making aware consumer about the prevailing brand and its benefit to customer's through advertisement, publicity and by offering promotional discounts. Brand revitalisation:This strategies is used by the company when the product has completed its life cycle or have reached its maturity stage, the profit of the company has also gone down. Thus, it is techniques to bring back the same demand of the product in the market and increase profit margin of the company. LO2 P3 Different strategies of portfolio management, brand hierarchy and brand equity management Brand strategies are formed to enhance the market share, to increase sales and to gain competitive advantages in the market. There are different Brand strategies followed by Apple to increases its market share and gain competitive advantages are as follows: Portfolio Management strategy: It refers to the strategy of the company to get maximum benefit or highest return at lower risk and cost (Beck-Krala and Klimkiewicz, 2016). This approach is applied mainly for efficient portfolio management and brand portfolio strategies adopted by Apple to get maximum brand equity are as follows: Branded House:The Company use corporate brand name for all of its product and services offered by the company for increasing Brand awareness and knowledge. It helps company in reducing various cost of advertisement and marketing due to amortization of brand portfolio. It includes various risk such as reputation that means problem in one product can spoil image of all products and dilution risk. This model is used by the company to increases it sells and to focus on brand in order to get maximum share in the market. House of Brands:It is the most common strategy used by Apple to build strong Brand image it has different brand for different product. Packaging of product of Apple provides information related to name of individual brand with their parent company name by using logo of Apple. Apple has use this strategy to diversify its product range and to reduce the risk of dilution and reputation. Thus, it is one of the strategies that are helpful in increasing brand image of the company. Sub-branding:In it many product use mixer brand name or have more than one brand name and it mostly occurs at times form pair with other brand or parent brand (Keller and Brexendorf, 2017). Company use this model in order to be get benefit of established brand image and to be
more specialized in that particular brand.. Thus, it helps in catering the existing and prospect customer in the market and thereby increasing its market share. Hierarchy of brands:Apple Company in it brand strategies has follow house of branded strategy it means the firm has use its parent name to sells its products. The company is able to build strong brand image and increase its sales of product by not detract it from parental brand (Zheng, 2017). Thus, it provides ease to company in recognition and keeping inminds of customer's due to well-established brand image of the company. Company Apple offers various products to its customer's such as iPhone, iPad and MacBook without differentiate it from main brand. The company is able to use its main brand in all sub-product by using logo at its back side of the product. Corporate brand:The product and service are promoted on the basis of corporate brand name and help the company in gaining competitive advantages. Umbrella branding:In it the companies can use single brand name to promote sale of similar product and service of the company. Family branding:In it the companies uses same brand name to all of its product and service in its product line so that they can be easily identified. Individual Brand:In it the companies for every new product provide separate brand name and that have no connection with existing brand thus each product is assign a unique brand name. Apple Company follow corporate brand hierarchy as it promote its product and services by the name of corporate name that help the company in increasing sales of various products. Products of the apple company have logo on the back side that help it in creating awareness of the brand and increasing customer's loyalty. Brand equity management:It refers to effective management of brand to deliver the same quality of services and products to the customer's. Thus, allowing company to attract existing and potential customers for achieving organizational goals. Brand equity helps in creation of differencein termsof customer'spreference of company product over other competitive products. CBBE Model of brand equity management is adopted by Apple Company that is as follows: Brand Identity:It explains the way customer perceives the company and help in distinguish the company from other competitors. It is the basis and most important level that help in building strong brand image of the company. Company has to use various attractive means to gain
attention of the customer's such ad campaigns. Apple company has effectively aware the customers about the company and its brand image. Brand meaning:When the customer became aware about the company brand they want further detail such as the product quality, feature, durability and its value for money. In this stage customers identify the reputation of the company by its brand performance and brand imagery. Apple Company has successfully explained the meaning of its brand and the quality offered by the company in its product and services. Brand response:After the customers have experienced the company products they provide judgement and feeling of customer's on the basis of product used. It differs from individual to individual as some may have good experience while other might not have such experience. Apple has get good response from customers as it have provided and maintained quality of products. Brand resonance: At last this model explains that the company should try to maintain loyalty of customer's by being on its words and maintaining same quality. Apple Company is successful in maintaining customer's loyalty as it provide quality product as well as continuous innovate its products as per requirements of the market. LO3 P4. Brand managed collaboratively and in partnership at domestic and global level In international level it is somewhat difficult for company to collaborate and partnership with other company as it does not have effectively brand image. Level of competition in international market is also high so the company has to effectively build its brand image in minds of customers. Whereas in domestic market many companies are interested to collaborate and partnership with other apple company as it has well-established brand image in the domestic market. Thus by forming partnership at domestic level it can expand it shares and profit margin more effectively Apple and Nike Apple collaborates with Nike 10 years ago for introducing iPod to get running to beat and it is used to measure pace and distance while running. Companies have again form partnership for launch of special edition Apple watch that has additional and advance features such as 38 mm and 44 mm size. This advance feature is especially for runner and athletes as by using smart watch they would able to tract distance covered by them. Thus, collaboration has helped both
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Apple and Nike in increasing its sales and profitability of the company. Apple collaboration with Hermes: By collaborating with Hermes helps in taking competitive advantage in the market because of their parallel thinking and shared value. Company is able to launch wide range of new and current bands that have special combination of black.So, by collaboration Apple watch Hermes ultimate tool for modern life and effectively helps in achievement of company goals. Samsung and iPhone Samsung also possess high brand power in global market but less from iPhone. Samsung gains loyalty of customer by offering honest product with various features in mobile. IPhone and Samsung collaborate to each other and come in partnership so that both get advantage. Due to partnership iPhone offers iTunes film and TV shows on Samsung LED. That means Samsung television user doesn't have to buy Apple TV setup box. On other hand iPhone gets access to for airplay where iPhone user can be able to stream video content from iPhone to Samsung TV. Thus, iPhone gets profitability to influence brand popularity in domestic and global level. Company build brand image for launching new product in its categories or to serve more customers in same category or other category.Apple has use iPhone brand name in order to take advantages of main brand name to introduction of Airpod and iPod in its business with minimum expenditure and effort in marketing of product. Brand Extension:Apple Company is able to effectively launch Ipod product with the help of well-known brand image of the Iphone.Brand extension helps the apple in many ways thus influence current and future prospective by using existing brand image of iPhone.Apple company first started by making personal computers Mac then Iphone and recently it extends its brand for launch of Ipad for customers that loves technical pinches. Company is also planning to launch online store for sales of Mac apps. Thus, brand extension helps in enhacning sales of new product and profitability of Apple. Line Extension:Company can easily add new variants within same product category such as change in its flavour, packaging, model or colours with the use of established brand image of the company. It also helps in catering the needs of the customers that have different perception, belief and value thus help in adding new customers (Foglieni and Holmlid, 2017). Thus, by little modification and changes in product can increase the sales and customers of the company.For example forproduct line extension of Apple is Airpods company by adding new features and
modifying look of iphone launch various models such as iPhone 4, iPhone 5, iPhone 6 and iPhone 7. Thus, company is able to satisfy needs of customers by customization of its products so that it suit every individual. Company by providing same colour of Airpods as per the latest iphone so to induce customers to purchase Airpods that matches with iPhones. Thus, it can be stated that line extension helps in enhancing sales of both products. Brand stretching or vertical extension:The brand can be extended by targeting new customer segment this is done by the company as the existing market has less opportunities, or more opportunities are there in other market segment or chance of threats in existing market. Apple has extended its brand with the help of mother brand the company introduced its sub-brand and its sub-brand it uses logo of Apple. Thus, it helps the company in increasing sale of both mother brand and sub-brand and achievement of organizational objectives. Thus, by using various techniques to leveraging and extension of brand the company is able to increase its market share, customers and profitability of the company. The company by using various techniques is able to effectively operate is business in domestic as well as in international. Thus, strong brand image is crucial for every organization to attract present and future prospective of the company. LO4 P5. Evaluate different types of techniques for measuring and managing brand value using specific organisational examples. Brands have significant level of implication over managing the different function along with navigation and engagements. This helps company to have proper level of establishment in communication.Thishelpsinpayingmajorlevelofemphasisoverdifferentbusiness engagements in more way to identify customer over significant level. Branding has basic level of business assumptions in order to have carrying significant valuations. This is important to be evaluated proper level of values of company in specific order. Branding all has the important reconsideration in gaining the major impacts in business aspects which helps in gaining competitive edge in market development. Brand valuation is the process which is all about having proper level of calculation regarding the value development along the specific amount of money which is having significant level of more values at financial level rather than the willingness to pay. The brand valuation of
Apple is considered to have significant level of growth as on average of 16% and been claim to be had 2ndplace having the estimation of brand values of more than $280 billion (Jones,2018). The brand of apple is mostly being recognized with its logo on its different productivity. As the product of apple, iPhone is to be considered as having about $200 billion value(Wittensteing, 2019). The company is having major level of driving the sales as per revenue which is more about have the development in customer loyalty in significant way in more appropriate manner (Dai Chan Lim and Zeng, 2019). Brand awarenessis considered to be the important aspects in order to have proper level of evaluation with regard to important parts for brand equity. This turns out be major level of leading indication with regard to consumer awareness in more way to have conservation of share. There is implication is of various level of methodologies such as the implication of survey, web traffic search volumes with regard to Apple brand and products. The firm can also use social mention and reviews in significant way (Wegerer and Munro, 2018).The only disadvantage of brand awareness for Apple Inc. is that with brand awareness there is increase in expectations from the customer any default in the brand or a product could ruin its image on large. Preferences matrices are all about consumers which are more to be powerful in way of purchasing of regular level of decision. This helps in taking out significant level of consideration which can be measured as brand relevance along with appropriates accessibility of products. The company belief that customer has the existence if uniqueness in values regarding stability in specific target market. Emotional connections with customers are key factor of loyalty and brand values which is prevailing in product and services developments of apple. Financial matrixis about evaluating the surrounding of brand equity which is directly having the relationship about ales performances. The brand equity is having realization towards financial aspects through price premium its respective composition with its average translational value. The lifetime value of apple along with having growth at sustained rate is helping company to have effective calculation of brand equity. The company apple has introduced iPads in the new market of computers hardware which is not previously having its existence in such market. This new launch tunes out to be huge opportunity contributing in company’s growth opportunities in more effective and efficient manner. The company tends to have use of financial data as well as the existence of market dynamics to have proper assessment of the brand towards incomer
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generation and forecasting the risk and strength of firm at competitive level (Bonanno Russo and Menapace, 2018). Output matricesare all about having proper level of evaluation of material used in marketing. This has significant measurement of brand images and product which is been actually offered in market. Tracing of local activity gives a clear level of impacts over brand equity which has determinationover brand equityprevailingin marketin significantmanner. Goodwill is considered to be taken as the mean values of loyalty with regard to firm customer development. There is existence of strong linkage between branding and goodwill as there is involvement of interesting concepts of loyalty is having significant component of branding for which customer is paying premium for quality. Finance Based In finance based method brand is evaluated by way of adding brand value with the capital which is required in brand production. It will also include the cost of intangible assets which are being used by company while working in company. One of the challenge related to this method is that any mismatch of figures could produce negative report for evaluating the brand. Market Based In market based method it will include amount of brand in market which is sold by company. It is related to the highest value of willing buyer and seller which will buy these products as an asset. The disadvantage related to this method is that decline sale of product in single market but increase sale in other product may produce a contradictory results. Cost Based In cost based valuation is done by the company which will include worth and amount of money which has taken by company for increasing the brand image. This method will include the brand of cost which has been incurred by company in preparing these brand. Some the valuation of the cost of company may not be produced with actual results like company brand image would have increase over than that of been invested in the increasing the brand image of the company. Applehadmarketshareof48.5%whichwillincludestrategyanalyticsaswell. Consumers are attracted towards company by way of the brand image and it had increased brand image of company.
These techniques will have impact on the brand value of company. Effective brand value can create strong brand in market. These all strategies will have impact on the brand value of company. These techniques will help organization to develop brand value and increase sales of company along with productivity as well. Output matrix will be focusing on evaluation of material and financial matrix is concentrating on brand equity of company. Brand awareness is must for any type of organization for increasing productivity (Dolan and Goodman, 2017). There are various techniques which will include brad rejection, brand recognition, brand loyalty and brand preference as well. CONCLUSION From the above report it will be concluded that the branding is playing vital in performance of product in market. Branding can be used as marketing tool for improving business performance. Some key components of successful brand strategy are used by apple for managing brand and equity. There are some different strategies which will be improving performance of product in market. Strategies like portfolio management and brand hierarchy will be used by company for branding of product in market. Brands are building image of company at global level and national level. So, company has used different techniques to leverage brand and extent brand. Report has included the different types of techniques for measuring brand value. These strategies will include brand awareness, financial matrix and output matrix. Brand awareness will also include awareness for the products and company. Output matrix will also include proper level of evaluation of material for marketing of products. Financial matrix will be including evaluation of brand equity which will have direct impact on performance. The report will be providing knowledge regarding brand management and strategies which will increase brand image of company in market.
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So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer engagement in building consumer loyalty to tourism brands.Journal of Travel Research.55(1). pp.64- 78. Wegerer, P. and Munro, I., 2018. Ethics of ambivalence in corporate branding.Organization. 25(6). pp.695-709. Zheng, Y., 2017. Evaluating China’s Oil Security and Overseas Oil Investment.American Journal of Industrial and Business Management.7(08). p.959. Online Brown,N.,2016.,BrandedHouseorHouseofBrands.[Online].Available: Through:<https://www.ideasbig.com/blog/branded-house-house-brands/>. Jones, B., 2018.Apple reports 16% revenue growth in Q2 2018, eyeing retail stores in India. [Online]. Available: Through: < https://themusicnetwork.com/apple-reports-16- revenue-growth-in-q2-2018-eying-retail-stores-in-india/>. Wittensteing, J., 2019.Apple’s$200 BillionComeback: Services, Tariff Hope and Value.[Online]. Available: Through: <https://www.bloomberg.com/news/articles/2019-04-10/apple-s- 200-billion-comeback-services-tariff-hope-and-value>.
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