Brand Equity: Consumer Based Brand Equity in Practice: Application of the Cbbe Model in the Serbian Textile Market - Marko Simovic - Books - VDM Verlag Dr. Müller - 9783639264203 - June 22, 2010
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Brand Equity: Consumer Based Brand Equity in Practice: Application of the Cbbe Model in the Serbian Textile Market

Marko Simovic

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Brand Equity: Consumer Based Brand Equity in Practice: Application of the Cbbe Model in the Serbian Textile Market

This book conducts a competitive analysis between three leading Serbian fashion brands in the Serbian textile industry. The research study was carried out using the Customer Based Brand Equity Model as the main source of analysis. It addresses different categories of brand building elements and how each of these adds value to the consumer and the brands. Furthermore key brand attributes are portrayed and stressed to what extent they are important for succeeding in a rapidly changing business environment. The competitive analysis shows what company is the current market leader and in which key brand elements it succeeds in gaining a competitive advantage over the other competing brands. Furthermore it shows how Gloster, the main brand of analysis is performing in relation to its main competitors in terms of brand awareness, performance, imagery, feelings, judgments and resonance. The research results are portrayed through strategic models showing which company excels the most in the respective brand element.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released June 22, 2010
ISBN13 9783639264203
Publishers VDM Verlag Dr. Müller
Pages 96
Dimensions 150 × 6 × 226 mm   ·   149 g
Language English