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Brand sucess vs Brand Failures

Brand sucess vs Brand Failures

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Published by: VIVEK on Aug 27, 2009
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02/07/2013

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A DRAFT REPORT ONONCOMPARISON OF BRAND FAIURES & BRANDSUCCESS(SELECTED CASES OF MNCs)SUBMITTED TODr.Neeraj AnandAssociate Professor, CMES, UPESSUBMITTED BY ANSHUL TOMAR (R020208005)UTSAV NEGI (R020208040)VIVEK ZAVERI (R020208045)MBA (Oil & Gas), II SemesterUNIVERSITY OF PETROLEUM & ENERGY STUDIESCOLLEGE OF MANAGEMENT & ECONOMICS STUDIESDEHRADUN
TABLE OF CONTENTS 
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Acknowledgement ICertificate from the candidate IICertificate from the Guide IIIPreface IVExecutive summary V
CHAPTERS PAGE NO.
1. INTRODUCTION 9 - 132. LITERATURE SURVEY: CASE STUDIES 14 - 373. RESEARCH METHODOLOGY 38- 393.1 OBJECTIVES3.2 RATIONALE OF THE STUDY3.3 RESEARCH QUESTIONS (HYPOTHESES)3.4 SCOPE3.5 LIMITATIONS 4. FACTS & FINDINGS 40-604.1 BRAND MEASUREMENT4.2 STRATEGIC BRAND ASSESSMENT4.3 BRAND REPORT CARD4.4 CONSUMER REPORT SURVEY FOR TOYOTA & FORD4.5 BRAND EXTENSION STRATEGY 5. ANALYSIS & INTERPRETATIONS 61-676. CONCLUSIONS & SUGGESTIONS/ RECOMMENDATIONS 68 BIBLIOGRAPHYANNEXURE I – Balanced Scorecard
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ACKNOWLEDGMENT
It gives us a great sense of achievement and pleasure to presentthis report on out MBA research project undertaken during thesecond semester (Ist year) as a part of our curriculum. We owespecial debt and gratitude to Dr. Neeraj Anand (Program Director,LSCM) for his consistent support and invaluable guidancethroughout this endeavor. Whenever we were puzzled andconfused about the concepts, his innovative ideas gave us a wayto proceed. His sincerity, thoroughness and perseverance hadbeen a great source of inspiration for us. It is only his cognizantguidance and motivation that our efforts saw light of the day.We also take this opportunity to acknowledge the contribution of all the faculty members of the CMES engineering department whoare guiding us during our MBA without which we wouldn’t havebeen able to understand the concepts involved.Finally, we acknowledge ourselves for our individual efforts in thecompletion of this project.
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