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Perceived Quality Market based measures First four categories are related to the consumer of that brand while the last category evaluates the brand worth according to its market performance. Its integrated customer based and marker based brand equity evaluation approach provides a better evaluation model in this respect.
Analysis will be done through a questionnaire and data will be collected from both organizational members and from its consumers as well.
Aaker has defined brand equity as a set of assets and liabilities that relates to the brand identity brand name, logo, sign etc and shows the strength of that brand in the mind of its consumers A number of researches show the significance of brand equity.
Brand management is not only restricted to marketing fields but its sphere has also been expanded to cultural areas and can bring changes to all the areas of our daily life including economical, social, educational and even religious matters Kapferer, So brand equity is also a multidimensional area of study that not only restricted to the marketing areas but also effects to a wider range of cultural activities.
This study provides a practical implication of evaluation of brand equity for a well known and world wide coffee brand i. Evaluation of brand equity approaches has been categorized into two major groups on the basis of their usage.
One is financial based brand equity approach while other is customer based brand equity approach. Financial Based Brand Equity: As brand Equity is one of the most important intangible assets for an organization and its assessment and evaluation is needed for the accounting purpose that can be required at the time of Mergers and Acquisitions in determining the real price of that Merger or Acquisition and balance sheet purposes, so financial based evaluation of brand equity will be used in this respect Keller, Financial approach contains two evaluation methods i.
Customer Based Brand Equity: On the other hand customer based evaluation of brand equity is needed for strategic purposes when managers want to know the potential responses from their customers against their marketing strategies Keller, Our focus in this study is the customer based brand equity evaluation.
Almost all the researchers are agreed on this notion that brand equity is the knowledge in the mind of consumer for your product.
A number of researchers had defined customer based brand equity in different ways.
Customer based Brand Equity is an assortment of behaviors and relations among the consumers, channel members and organization linked to that brand and leads to produce better performance in term of margins and sales volume that confer a sustainable competitive advantage Leuthesser, It was Aaker also known as pioneer of the construct that develop a five attribute model to evaluate the customer based brand equity for a company He proposed brand awareness, brand associations, loyalty, perceived quality, and other brand assets as potential source of brand equity.
Customer Based Brand Equity is the unspoken differential valuation of a brand by consumer as compared to other brand or no brand products as brands provide an indication to the quality, image and reliability for that brand product Swait et al, He divided brand knowledge into two major categories i.
He agued to use both indirect approach that uses potential sources of brand equity for evaluation and also the direct approach that considers the outcomes of brand equity that how customer will response against their marketing strategies. He uses both qualitative and quantitative set of association in this respect.Research Paper.
Emma Klein Kelly Dunbar Senior Project 19 March These regions hold at least one of four types of farms that supply Starbucks coffee.
The most common coffee growers are called smallholder farms. A majority of the world’s coffee supply is grown here. Another type is cooperatives. View this research proposal on Starbucks Marketing Analysis Along the.
Starbucks offers a wide selection of coffee-based beverages with both caffeine and without. The experience of drinking a luxury cup of coffee was combined with a comfortable environment.
The brand experience of Starbucks is described as a “Second Home” in which a “sense of belonging” is important.
Research Proposal for Starbucks Strategic planning is the process of gathering information from stakeholders, market players. Download "Starbucks Marketing Analysis Along the Past" Research Proposal ( Words)! ☘ the global communities have suffered drastic changes that lead to numerous mutations.
For instance, the manufacturing entities are no longer centered on the sole production. How to Improve the Customer Service at Starbucks - Research Proposal Example. essay mostly focuses on the discussion of the topic of customer service and analyzing the issue on the example of Starbucks coffee company.
The author unveils such interesting topic as Starbuck’s retail strategy and makes a conclusion in the end of paper. The market research took place in Starbucks stores located Cleveland, Los Angeles, and Oregon.
The results of the market research were sufficiently positive to cause Starbucks to select coconut milk instead of almond milk as an alternative to traditional dairy products in coffee beverages.