This website uses cookies to ensure you have the best experience. Learn more

Brand Equity Essay

1170 words - 5 pages

Since independence Pakistan has saw a number of universities growing from just two public chartered universities to 58 pubic, 40 private universities and 13 public and 17 degree awarding institutions till now. Because of this phenomenal growth, not only the supply-demand imbalance has occurred but also the highly similar program offerings by these universities and institutions, therefore has resulted in the type of market structure which is purely competitive in the provision of tertiary education programs and services. In light of this dilemma, many prospective students (consumers) of university services are now falling in absolute confusion as in which university they should pursue their ...view middle of the document...

And the other is a marketing manager’s perspective on advertising as a strategic option. The behavioral perspective of advertising effectiveness research usually considers how people recognize, process, respond to, and use advertising in making purchasing decisions for a product or service, while the managerial perspective on advertising effectiveness research on the other hand investigates how managers can strategically use advertising to communicate the value of products or services to potential buyers.
In contrast to the profit oriented goods and services sector, the nonprofit organizations; hospitals, universities, NGO’s and others have concentrated on the trend of band wagon. Typically the advertisement is directed to the course of providing information, persuasion and reminder to the target audience about its product offerings, services and ideas. But it can be planned and executed fully for the promotion of the organization.

2.2.1. Print Advertising
Patricia and Adam (2007) has given a list of print media forms which include: “mass-market magazines, newspapers, the yellow pages, inserted media, outdoor posters and transit advertising, signage and point of sales materials, direct mail, custom magazines, , sales collateral, and catalogues”. Newspapers and magazines have weighted advantage as credible source of information, over online media where anything can be published (Brookins, 2012)

2.2.2. Outdoor Advertising
Outdoor advertising consists of not only media such as billboards, posters, kiosks but also in the form of messages on automobiles. Outdoor advertising has an added advantage of reaching a large number of people. As a consequence, it has an effective reach and very high frequency. Its message is durable and can be seen repeatedly (Patrick 2010). Because of their vast reach and high frequency, universities can take advantage of these attributes of outdoor advertisement to enhance highly respected and esteemed brands for their institutions. Event sponsorship offers an excellent platform for sponsoring organizations to promote products, services and ideas (Fill 2006). Thus it provides an opportunity for universities in that; they can showcase their programs at business expositions, trade fairs and any other events. It will provide assistance for them to create awareness, develop perceived brand equity, loyalty and brand associations for their institutions to prospective consumers and different stakeholders.

2.2.3. Trade Shows
Mostly exhibitions are based on industry sector lines such as the Agricultural shows, Furniture Shows, the Office Equipment Exhibitions and the Hardware Trade Fairs (Geoff and Lester, 2011). And mostly, these shows are organized for specific categories of goods and services. Public limited companies, government institutions and other formal sector businesses of Pakistan have also taken advantage of trade show...

Other Essays Like Brand Equity

Glossary of Branding Essay

731 words - 3 pages spontaneous; aided or prompted awareness is when the name is recognised among others that are listed or identified. Brand Equity The value - both tangible and intangible that a brand adds to a product/service. Brand Essence The core characteristic that defines a brand. Brand Expansion The exposure of a brand to a broader target customer market, geographic market, or distribution channel. Brand Extension The application of a brand

Halo Effect Essay

1020 words - 5 pages more compelling. Leveraging the brand equity of a successful brand promises to make introduction of a new entry less costly by trading on an established name. Successful example such as Giorgio Armani, it has everything from perfumes, clothes, shoes, watches, jewelry and bags to hotels, five star resorts, cages, furniture, minimalist sofas, sunglasses and cell phones. The underlying basis of brand equity is consumer memory. Most of the widely

THE STRATEGIC ROLE OF BRANDING IN BUSINESS SUCCESS How Brand Identity Can Be Developed

4303 words - 18 pages AbstractThis coursework seeks to demonstrate how branding fits into a company overall business activities, and how its strategic importance has not only remoulded the very concept of brand but also creating brand identity and brand equity. Within the confine of the Urde's Brand Orientation model, the author uses the car brand- Jaguar to elucidate how brand identity is developed.BRANDINGWhether we are willing to admit it or not, brands help us

Overview of the Cbbe Model

1259 words - 6 pages Overview of the CBBe Model American scholar Kevin Lane Keller (Kevin Lane Keller) in 1993 proposed CBBE model (Customer-Based Brand Equity), which is based on consumer brand value model for their own brand building the key way. In this model. Various elements designed to be comprehensive, interrelated and feasible, but, CBBE model implies the premise that the brand is present in consumer brand knowledge, feeling and experience, that force is

Haha Madrid

1445 words - 6 pages Creating Brand Equity in European Football What is brand and brand equity: A brand name is any word, device (design, sound, shape or color) or combination of these used to distinguish a sellers goods or services. Brand equity is the added value a brand name gives to a product beyond the financial benefits provided. What are the advantages of brand equity? There are two main advantages of brand equity: (1) Brand equity provides

Brand Building

1331 words - 6 pages protected form competitors Brand Earnings The share of a brand-owning business's cash-flow that can be attributed to the brand alone. Brand Equity The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable. Brand Essence The brand's promise expressed in the simplest

Synopsis: The Effect of IMC on Brand Image of Laptops/Notebooks

485 words - 2 pages Definition and Purpose:The goal of the research was to determine and study how IMC (integrated marketing communication), with its attributes of "one-voice, two-way communication, umbrella of all marketing mix", would effect brand image of laptops/notebooks. "Brand equity and brand image is from the concept of brand coordinates within brand equity is the axis, focusing on vertical marketing for sustainable operation and competitive advantage, and

Brand Management

3811 words - 16 pages managers often pursue short-term results, whereas managing brands as assets calls for longer-term strategy. Thus, some companies are now setting up brand asset management teams to manage their major brands. Canada Dry and Colgate-Palmolive have appointed brand equity manager to maintain and protect their brands’ images, associations and quality and to prevent short-term actions by over-eager brand managers from hurting the brand. Similarly, Hewlett

Brand Manahement and Loyalty

2520 words - 11 pages image the company would like to have, that is the desired brand image Brand equity is the brand value in comparison to the brands rivals (Neal and Strauss, 2008), and brand associations are ‘the other informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers’ (Keller, 1993, p. 3)It has been argued that brand image can be seen and measured as a ‘personality’ with consideration to the consumer as the

Starbucks Marketing Analysis

1466 words - 6 pages the brand equity. Brand Personality Starbucks is a company started in 1971 in Seattle, Washington by Jerry Baldwin, Zev Siegel and Gordon Bowker. They named it “Starbucks Coffee, Tea and Spice”. Their main product was to offer exceptional coffee drinks, coffee beans and coffee related equipment. As of today Starbucks is represented in over 60 countries with more than 20,000 stores. Starbucks runs with their mission statement: “To inspire

Brand Strategy

1913 words - 8 pages distribution channels. An effective brand strategy gives businesses competitive edge in the consumer markets. But what exactly does "branding" mean to marketing managers and business leaders? How does it affect a small business like yours? This paper will attempt to explain the concept “Brand Strategy”. How strategic branding leads to a strong brand equity, and continuous market share advantage. It will also explain the value added to a company as

Related Papers

Brand Equity Essay

3468 words - 14 pages International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity

Brand Equity Essay

3123 words - 13 pages consumer base represents a barrier to entry, a basis for a price premium, time to respond to competitors, and a bulwark against deleterious price completion, and brand loyalty is a core dimension of brand equity. In addition, brand loyalty is the final destination of brand management, and if a company wants to test the weakness or strength of its customers’ loyalty, it can easily check whether consumers still favor its product in contrast to 136

How Nike Is Building Brand Equity

3650 words - 15 pages How NIKE is building Brand Equity 1. Brand Equity: introduction Brand equity is defined as “the differential effect of brand knowledge on customer response.” Three elements of this definition need to be emphasized. The most critical element is differential effect or “differentiation.” Without this, a brand is not different from the next one, and therefore, can never seek a premium. In some instances, differentiation is easy to create (e.g

Customer Loyalty Essay

811 words - 4 pages preference? Brand name is a symbol to re-call the customer awareness. On the other hand, brand equity has been thought of as a first consideration for brand preference, which in turn affects consumers’ intention to purchase. Keller defined that, ‘’Customer-Based Brand Equity (CBBE) as the different effect of brand knowledge on consumer response to the marketing of the brand’’ (Keller,1993, P.2). In order to more understand the marketing