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Author: Shavanna Prakash
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 144
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Book Description
Author: Shavanna Prakash
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 144
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Book Description
Author: Saleh Abdulaziz AlShebil
Publisher: ProQuest
ISBN: 9780549145196
Category : Consumer behavior
Languages : en
Pages :
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Book Description
This dissertation explores the topic of rebranding, an important topic that has mostly been covered by practitioner journals and the business press. The focus of this research is on a specific type of rebranding--logo changes. The objective was to get a better understanding of consumer perceptions of logo changes by investigating what goes on in the consumer's mind when exposed to a brand logo change in terms of "coping" with this change. After an extensive qualitative investigation, a model was developed that focused on how exposure to a logo change puts the consumer into a coping process through expressions of curiosity, skepticism and resistance toward the logo change. In this model, two elements were proposed to govern the coping processes of rebranding: (1) the degree of logo change, and (2) the valence (i.e. favorability) of logo change. The model also examined how these coping mechanisms related to each other and ultimately affected the brand attitude after the logo change. The results supported 13 of 16 hypotheses related to the proposed model. In sum, the study has made a valuable contribution to the scholarly understanding of coping as an important process of consumer response to logo changes.
Author: I-Hui She
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages : 184
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Book Description
When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to be a focus for a new target customer. The purpose of this study was to investigate how the rebranding strategy of adopting a new designer or a new product design line influences consumers' perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand. A two x two factorial between-subjects design was conducted to examine consumers' perceptions of brand personality and brand familiarity. The two independent variables were a new designer and a new product design line. This research included one control group as a base for comparisons. Each participant was presented with one of four manipulated buying scenarios with an advertisement during the course of the experimental procedure. Participants were recruited from four specifically selected classes in the Department of Design and Human Environment at Oregon State University. A total of 164 college students volunteered to participate in the surveys. Frequency distributions, descriptive statistics, correlations, MANOVA and One-Way ANOVA were used in the data analyses. In the test of correlation among variables, brand familiarity was found to be related to the brand personality dimensions of competence, sincerity, excitement, and ruggedness. The findings indicated that consumers' perceptions of brand personality and brand familiarity did not vary based on the rebranding strategy of adopting a new designer associated with the Eddie Bauer brand. The results of ANOVA analysis indicated that the rebranding strategy of adopting a new product design line that appeals to a younger demographic affects consumers' perceptions of the brand personality of ruggedness. The results of MANOVA indicated that the rebranding strategy of adopting a new designer and a new product design line affected consumers' perceptions of the brand personality of sophistication. These results point to the conclusion that of the three hypothesized rebranding strategies, only the two that targeted a new demographic affected consumer perception of brand personality. The results of this study implied that a rebranded brand only exposed through new advertisements is not enough to change consumers' perceptions of brand personality and brand familiarity. These findings suggest that when apparel companies and retailers want to employ rebranding strategies, both the marketing mix and marketing communication mix (promotion mix) should be considered. Thus, consumers can experience an inclusive representation of a marketing agent's idea, and gain more understanding about the rebranded brands, increasing their perceptions of brand personality and brand familiarity.
Author: Kevin Lane Keller
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 114
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Book Description
Author: Vijay Mahajan
Publisher: Pearson Prentice Hall
ISBN: 0132716119
Category : Political Science
Languages : en
Pages : 289
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Book Description
With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and surprising buying power. Crossing thousands of miles across the continent, he shares the lessons that Africa’s businesses have learned about succeeding on the continent...shows how global companies are succeeding despite Africa’s unique political, economic, and resource challenges...introduces local entrepreneurs and foreign investors who are building a remarkable spectrum of profitable and sustainable business opportunities even in the most challenging locations...reveals how India and China are staking out huge positions throughout Africa...and shows the power of the diaspora in driving investment and development. Recognize that Africa is richer than you think Africa is richer than India on the basis of gross national income (GNI) per capita, and a dozen African countries have a higher GNI per capita than China. Aim for Africa Two Opportunities exist in all parts of the market, particularly the 400 million people in the middle of the market. Find opportunities to organize the market From retailing to cell phones to banking, companies are succeeding by building infrastructure. Develop strategies for the most youthful market in the world Companies are recognizing opportunities from diapers to music to medicine in a market growing younger every day. Understand that Africa is not a “media dark” continent From Nollywood to satellite to broadband, media is exploding on the continent. Recognize the hidden strength of the African diaspora The African diaspora brings resources and knowledge to African development and expands the African opportunity beyond the continent. Build Ubuntu markets Create profitable businesses, sustainable growth, and social organizations by meeting basic human needs.
Author: Bitange Ndemo
Publisher: Springer
ISBN: 1137578785
Category : Business & Economics
Languages : en
Pages : 518
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Book Description
This book is open access under a CC BY 4.0 license. Presenting rigorous and original research, this volume offers key insights into the historical, cultural, social, economic and political forces at play in the creation of world-class ICT innovations in Kenya. Following the arrival of fiber-optic cables in 2009, Digital Kenya examines why the initial entrepreneurial spirit and digital revolution has begun to falter despite support from motivated entrepreneurs, international investors, policy experts and others. Written by engaged scholars and professionals in the field, the book offers 15 eye-opening chapters and 14 one-on-one conversations with entrepreneurs and investors to ask why establishing ICT start-ups on a continental and global scale remains a challenge on the “Silicon Savannah”. The authors present evidence-based recommendations to help Kenya to continue producing globally impactful ICT innovations that improve the lives of those still waiting on the side-lines, and to inspire other nations to do the same.
Author: Samuel Munzele Maimbo
Publisher: World Bank Publications
ISBN: 0821387979
Category : Business & Economics
Languages : en
Pages : 325
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Book Description
Financing Africa takes stock of Africa's financial systems in light of recent changes in the global financial system --including the greater risk aversion of international investors, a shift in economic and financial powers towards emerging markets and the regulatory reform debate - and the increasing role of technology. Using a wider and more detailed array of data than previous publications, we observe a trend towards financial deepening, more stability and more inclusion leading up to the crisis; serious challenges, however, continue, including limited access to financial services, focus on short-term contracts and hidden fragility, related to weak regulatory frameworks, undue government interference and governance deficiencies. Our policy analysis therefore focuses on (i) expanding outreach, (ii) fostering long-term finance and (iii) improving regulation and supervision. We identify the positive role of innovation and competition, a stronger focus on non-traditional financial service providers, and more emphasis on demand-side constraints as priority areas for policy actions. Specifically, competition from new players outside the banking system, including telecomm companies can increase outreach with technological innovation that changes the economics of retail finance. Moving beyond national stock exchanges that are not sustainable in most African countries towards regional solutions and over-the-counter trades can help foster long-term finance, as can addressing governance challenges in contractual savings institutions, including life insurance companies and pension funds. Finally, there is a need to look beyond supply-side constraints towards users of financial services, focusing more on financial literacy of households and firms, but also consumer protection. In formulating policy messages, we carefully distinguish between different country groupings, differentiating -- among others -- between low- and middle-income and small and larger economies, with a special focus on resource-based economies and post-conflict countries. This book reaches out to both policy makers concerned about a more inclusive and effective financial system and other stakeholders, including practitioners and development partners. With this book we aim to contribute to the on-going financial sector debate on Africa, with the ultimate goal of faster economic development and poverty reduction.
Author: Oluwaseun Tella
Publisher: Routledge
ISBN: 100040224X
Category : Political Science
Languages : en
Pages : 264
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Book Description
This book investigates the ways in which soft power is used by African countries to help drive global influence. Selecting four of the countries most associated with soft power across the continent, this book delves into the currencies of soft power across the region: from South Africa’s progressive constitution and expanding multinational corporations, to Nigeria’s Nollywood film industry and Technical Aid Corps (TAC) scheme, Kenya’s sport diplomacy, fashion and tourism industries, and finally Egypt’s Pan-Arabism and its reputation as the cradle of civilisation. The book asks how soft power is wielded by these countries and what constraints and contradictions they encounter. Understandings of soft power have typically been driven by Western scholars, but throughout this book, Oluwaseun Tella aims to Africanise our understanding of soft power, drawing on prominent African philosophies, including Nigeria’s Omolúwàbí, South Africa’s Ubuntu, Kenya’s Harambee, and Egypt’s Pharaonism. This book will be of interest to researchers from across political science, international relations, cultural studies, foreign policy and African Studies. The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/ 9781003176022, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license
Author: Leslie De Chernatony
Publisher: Routledge
ISBN: 1856178498
Category : Business & Economics
Languages : en
Pages : 496
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Book Description
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Author: Prof Pierre Joubert
Publisher: Oxford University Press, USA
ISBN: 9780199044931
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Strategic Marketing second edition applies and evaluates the theory of strategic marketing through southern African case studies.
