Bookcover of Brand Equity: Consumer Based Brand Equity In Practice
Booktitle:

Brand Equity: Consumer Based Brand Equity In Practice

Application of the CBBE Model in the Serbian Textile Market

VDM Verlag Dr. Müller (2010-06-22 )

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ISBN-13:

978-3-639-26420-3

ISBN-10:
3639264207
EAN:
9783639264203
Book language:
English
Blurb/Shorttext:
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.
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Marko Simovic
Number of pages:
96
Published on:
2010-06-22
Stock:
Available
Category:
Advertisement, marketing
Price:
49.00 €
Keywords:
Serbia, Marketing, Branding, Brand Equity, textile industry, Competitive Analysis, Garman, CBBE

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