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Table Of Contents

1.2 Is there a Difference between Marketing and Branding?
1.3 What does Branding Mean?
1.4 Do we Know what a Brand is?
1.5 Brands = Products?
1.6 Brands Must Sell the Brand Experience
1.7 Why do Consumers Shop?
1.9 What are Brand Positioning and Brand Audits?
Chapter 2 Research Objectives
2.2 Primary Research Objective
2.3 Secondary Research Objectives
2.4 The Reasons for Performing a Brand Audit
Chapter 3 Brand Literature Review
3.2 Internal Perspectives of Brand Management
3.2.1 Brand Strategy
3.2.2 Brand Expression
3.2.3 Brand Essence
3.2.4 Brand Promise
3.2.5 Brand Identity
3.2.6 Brand Personality
3.2.7 Brand Positioning
3.3.1.1 Brand Awareness
3.3.1.2 Brand Image
3.4 Brand equity
3.5 Brand Architecture
3.5.1 Product and Corporate Brands
3.6 Conclusion
Chapter 4 Research Methodology
4.1 Research Strategy
4.2 Materials and Methods
4.3 Conclusion
Chapter 5 Results
5.1 Introduction
5.2 Empirical Results
5.2.1 Variables Investigated
5.2.1.1 Brand Awareness
5.2.1.2 Brand Attitude
5.2.1.3 Product Attitude
5.2.1.4 Level of Desire for the Brand
5.2.1.5 Behavioural Tendencies
5.2.1.6 Value Proposition
Chapter 6 Discussion
6.1 Introduction
6.2 Discussion and Analysis of Results
6.2.1 Brand Awareness
6.2.1.1 Relationship between Brand Awareness and Positive Brand Usage
6.2.1.2 Relationship between Brand Awareness and Brand Attitude
6.2.1.3 Strong Brand Identity
6.2.2 Brand Attitude
6.2.2.1 Total Extent of Brand Attitude
6.2.2.2 Relationship between Brand Attitude and Ethnicity
6.2.2.3 Relationship between Brand Attitude and Spend Category
6.2.3 Product Attitude
6.2.3.1 Relationship between Product Attitude and Ethnicity
6.2.3.2 Relationship between Product Attitude and Spend Category
Chapter 7 Summary, Recommendations and Conclusion
References
Appendices
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Staisch Brand 2007

Staisch Brand 2007

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Published by Sapan Gandhi
l'o real
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Published by: Sapan Gandhi on Aug 05, 2013
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03/12/2014

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