Tags » Brand Equity

"Do Or Do Not. There Is No Try."

“Great. I’ll never get it out now.”

Luke Skywalker had a problem and it was a big one. In seeking his new master to complete his Jedi training, he crash-landed his ship into the Dagobah swamp. 628 more words

Daily Download

MKTG305 Unit 2 - Individual Project Brand-building

Brand-building is a crucial exercise that often takes years to accomplish. The benefit of brand equity is realized in the bottom line.

In this assignment, you will complete primary along with secondary research. 306 more words

Academic Writing

Starbucks brand image takes a hit...

And, this time it’s not about higher latte prices.


According to  Yahoo Finance, channeling a recent YouGov survey …

Starbuck’s brand image has gotten slammed. 247 more words


The Long-Term Effect of Marketing Strategy on Brand Sales

Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. 156 more words


Geographical Information Systems�Based Marketing Decisions: Effects of Alternative Visualizations on Decision Quality

Marketing planners often use geographical information systems (GISs) to help identify suitable retail locations, regionally distribute advertising campaigns, and target direct marketing activities. Geographical information systems thematic maps facilitate the visual assessment of map regions. 119 more words


Predicting the Consequences of Marketing Policy Changes: A New Data Enrichment Method with Competitive Reactions

This article introduces a new data enrichment method that combines revealed data on consumer demand and competitive reactions with stated data on competitive reactions to yet-to-be-enacted, unprecedented marketing policy changes. 153 more words


How Does Enforcement Deter Gray Market Incidence?

Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. 51 more words