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Table Of Contents

1.1 Background to brand management
1.2 Research question
2.1 What is a brand?
2.2 How a brand is managed?
2.2.1 Brand strategy
2.2.2 Three instruments of a brand strategy Brand name Design of the brand The effect of advertising
2.2.3 Planned meaning of a brand Positioning choice Brand value choice
2.2.5 Brand-added value Brand extension and endorsement strategy
3.1 Qualitative and Quantitative Research Methods
3.2 The chosen research approaches
3.2.1 Case study
3.2.2 Questionnaire survey
3.2.3 Triangulation of these two methods
3.3 Questionnaire method
3.3.1 Participants
3.3.2 Questionnaire design
3.3.3 Questionnaire procedure
3.4 Ethical issues that may need to be considered
4.1 Overview of Zara
4.2 Fashionable design with medium price
4.3 Product strategy of Zara
4.4 No traditional advertising
4.5 Customers’ feedback and Zara’s image
4.6 Inditex Group
4.7 Summary of case study
5.1 The effect of design and price strategy
5.2 Intrinsic aspect of positioning
5.3 Choosing brand value
5.4 Brand images, brand-added value and brand name
5.5 Advertising
5.6 Zara’s extension strategy
5.7 Summary of the findings
6.1 The influence of three instruments
Appendix 1: Questionnaire
Appendix 2: One Sample of Questionnaire
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Disseration zara

Disseration zara

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Published by kashfi35

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Published by: kashfi35 on May 14, 2011
Copyright:Attribution Non-commercial


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