Category: Marketing » Branding »

Role of corporate social responsibility towards brand equity

‘Corporate social responsibility is a commitment that a business makes towards the betterment of the society at large(Uddin, M, et al 2008 ). Corporate social responsibility has received increasing importance in the past few decades (Abdolvand, M & Charsetad, P 2013, p. 273). Read more »

Advantages of product brand image

Most theorists and practitioners stress the importance of creating a product brand image. A brand image helps the company create a distinct set of values and principles:

  1. Which help the customers’ process information to identify a brand.
  2. Differentiate it from its rivals.
  3. Influence their buying decision and provide a basis for extensions.

Read more »

Concept of online reputation management

A search for “reputation management” will yield over 77 million results on Google, fairly enough to grasp knowledge on the subject. The term refers to management of a company’s good image in the market. A favorable reputation means brand loyalty and new customers, leading to increased sales and revenues. Read more »

Luxury brand market in India

Luxury brand market in IndiaFashion is a symbol of society and has continuously been influenced by historical, social, traditional, religious, political, economic, psychological and more recently technological changes (Welters and Lillethun, 2011). Read more »

How does Timond advertise its products?

Time never lies. Like a beating heart it chronicles and the yesteryear, today and the moments to come. At Timond the watches are developed greatly, the rhythmic countdown to whatever is to be, the preserver of seasons that has withered, arrived and charmed. Read more »

Understanding celebrity endorsement

Celebrity endorsement of luxury brands is hardly a new phenomenon but has been in practice for several centuries. Celebrities are highly valuable and necessary for brands especially in the luxury brand sector (Keegan, 2011). Read more »

Best and worst practices followed by luxury brand marketers

“Companies that fail to adapt to changes elsewhere in their industry’s value chains are often blindsided by competitors who react to those changes” (Jones, 2010, pp 47). Within the last decade luxury market has changed dramatically. Read more »

Advertising luxury brands

Luxury brands provide a rich arena to investigate branding processes. An arena in which image and symbol drive brand value largely via advertising campaigns (Fich, 2009). Advertising remains the guardian of the luxury brand and is often the central messenger of the audience brand relationship. Read more »

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