Brand

Brand equity is one of the greatest widespread concepts in marketing currently. It is the additional esteem that a brand conveys to a product or service past the useful advantages provided. Advertising is an effective and powerful marketing tool adopted by marketers to create and promote awareness for their products or brands. Among the many […]

The acceptance of products of foreign origin by Chinese consumers is with a genuine enthusiasm and due to various seasons: better quality, good reputation, greater diversity of choice, more attractive appearance, a feeling of liberty, new arrivals and so on. During the recent period everything that has a foreign name had to be of good […]

A brand is an intangible attributes of a product, arisen out of gut feeling and perception of the customers. With globalization brands have travelled across geographies and explored new markets building returns for it. Global products have sometimes tended to retain their characteristics in new market and country leading to failure of the brands. Standardized […]

The following paper provides detail insight into the different concepts regarding branding. It starts off by defining the brand and the importance of brands I the market. It then continues on to elaborate on the brand building process, the conceptual framework and the customer relationship building process for a brand. The paper also highlights the […]

Fan, Ying : Branding the nation: What is being branded? Journal of Vacation Marketing Volume 12 Number 1. 2005 p. 4-13 Abstract: The paper by Fan explains what nation branding is. So first the difference between Nation branding and Nation brand is explained. Every Nation has a certain image with or without Nation branding. It […]

The brand before revitalization (Part A) Brand: Hui Lau Shan (Local Dessert Chain) History of Hui Lau Shan Hui Lau Shan (??? ) is a famous chain of dessert shops based in Hong Kong. It specializes in dessert soups, snacks and desserts. Hui Lau Shan is well known for its use of mango in its […]

Coca-Cola brand The meaning of symbolic consumption can be explained by assuming consumption as part of problem-solving. If we consider a brand to be having significant meaning, it can be utilized as a symbol. It is, however, difficult to grasp the meaning of a specific brand because of the idea of presumed knowledge concerning the […]