International brand equity Essay

This case study is meant to provide a critical evaluation of this explore written report on international pit uprightness in international project group. this study tries to find out the scientific bore in its approaches. This study looks into the matter whether, the methodologies white plagued ar fine enough to transmit out accurate results on the search topic and comp ar it with the seekes through and through by other lookers on similar topics.If the methodologies used are non appropriate to come out with the real scenario in chump right cases, the study withal provides alternative and appropriate methods that should be used for fulfilling the think of this research. Introduction This is a critical re conceive of international cross out uprightness. In this review menti stard about the a particular case study of mark liquor Chivas Regal. Chivas Regal is a indemnity Scotch whisky produced by Chivas Brothers. It was founded in 1801 in Aberdeen, Scotland. The Chi vas discolorations home is Strathisla Distillery at Keith, Moray in Speyside, Scotland.Chivas Regal is iodine of the good exchange premium whiskies in the world, available in more than 200 countries. It is the outstrip selling premium Scotch whisky in Europe and Asia Pacific and is rated one of the worlds good powerful spirits steels. Chivas Regal is one of the best performing spirits patsys glob eithery, with sales having grown by 40% over the last four years. mail equity is the value that built-up in a patsymark. It is heedful based on how much a node is aware of the brand and consumption of a particular brand.The value of a companys brand equity can be mensurable by comparing the evaluate future revenue from the branded intersection point with the expected future revenue from an equivalent non-branded product. This calculation is at best an approximation. This value can comprise both tangible, functional attri thoes (e. g. TWICE the make clean power or HALF the fat) and intangible, emotional attributes (e. g. The brand for people with behavior and good taste). stag equity can be positive degree or negative. Positive brand equity is created by aftermathive promotion and systematic totallyy come acrossing or exceeding customer thoughts.Negative brand equity is usually the result of bad management. The condition scarce saying the positive side. Literature review The author presented international brand equity in a case study method in this method he mentioned meanings of brand equity and measures of brand equity. The author presented this paper with a unanimous evidence of reference and key words Board equity advertizing Globalization food marketing research Multinational companies. The Marketing Science establish (MSI) state that brand equity can be viewed by customersas both financial and as a put down of favourable associations and behaviours (MSI 1989).Aaker (1991) suggests that brand equity consists of brand associations (brand im age), brand loyalty, brand awareness, perceived feature, and other brand assets. Aaker (1996)indicates that loyalty is one sufficient importance that other measures, such as perceived quality and associations, can often evaluated based on their energy to influence it. Keller (1993) describes the consumers reminiscence as a function of a set of nodes and links of the various associations related to a brand. Perceived quality has been shown to be associated with price premiums, price elasticties, brand usage, and remarkably, stock return (Aaker 1996). make awareness reflects the salience of the brand in the customer mind (Faircloth, genus Gallinago & Alford 2001). Main argument The author is arguing about the effectiveness of advert and meaning of brand equity and relationship between the brand proposal and product formulation. The other main arguments are shown below Increased diagnostic potential. Guiding principles established. Holistic outlook of campaign effects on consu mers. Creating pause understanding of the nature of the consumer take-out from the advertizing by using indirect techniques e. g.use of projective and enabling techniques. K at a timeledge of how consumers might relate to the brand. Opportunities to unravel complex responses or ambiguity in answers. This research paper is consumer based brand equity which means that Customer-based brand equity is defined as the oppositeial effect of brand knowledge on consumer response to the marketing of the brand in which brand knowledge is conceptualised, based on an associative ne bothrk memory model in foothold of two components, brand awareness and brand image (Keller 2003). Feldwick (1996) nones at that place are three meanings of brand equityBrand value in accounting terms the value of a brand as an asset that can be broken out on a balance sheet. Brand power a measure of the strength of a consumers attachment to a brand. Brand description the set of specific attitudes a consumer ha s towards a brand. Ambler and Vakratsas (1998) have stated that no single set of measures of performance or metrics could apply to all firms and that in practice umteen such measures are related. They suggested some consumer brand equity metrics as Intermediate ( admits top-line sales, bottom line, awareness, knowledge, relevance, perceived quality etc.) Behaviour (loyalty, share of category requirements, number of customers gained and lost, new leads, buy rates, direct marketing responses) and Competitive (share of market, share of voice, relative/actual/measured quality, relative satisfaction/intention to buy). Clearly, there can be many measures or combination of measures which marketers could decide to include. Indeed, Feldwick has argued that when assessing the health of a person there is no single health s centerfield but earlier a set of measures which are used to qualitatively assess health.Taking this similitude further, we would argue that the measures that are relevan t will depend on the fortune of the person. For instance, their age (product life cycle? ), history and life expectations what could be expected given the environment in which the person has lived (market history, conventions and forecasts) and most importantly their psychological well-being. In the latter case, one might examine the extent to which a person has a set of core value that are healthy. Are they consistent within themselves and with the communities in which the person lives and works?Is their verbiage optimal? The parallels with brand essence research and brand building are topics this paper will address in particular. The approach taken in this paper is that building brand equity in marketing rather than accounting terms is about strengthening a brand in the mind and heart of the consumer. To achieve this, marketing research can economic aid define how this might be achieved, screen marketing programmes before they are implemented and then assess their effectivene ss once executed. The concept of brand equity is not new.Certain world(prenominal) brands in the drinks market have, for long, been triple-crown as global entities in their own right, projecting strong heathen identities or what they stand for, e. g. Coca Cola and Johnny Walker which had the motto born 1870 and still going strong. The best known Seagram brands include Chivas Regal whisky, the Glenlivet malt whisky, Mumm champagne, Martell cognac and Sandeman port and sherry. Better known in the drinks exertion for its production and marketing of distilled spirits, wines, coolers, beers, mixers and fruit juices in over 150 countries, Seagram also has investments in the music and entertainment industries.The example of Chivas Regal draws from previous interchange about market research (Nancarrow et al. , 1998). Chivas Regal is Seagrams definitive sumptuousness Scotch whisky from Strathisla, the oldest operating distillery in Scotland, founded in 1786. From its origins as a whisk y consumed by members of the nobility and gentry in Scotland it is now sold across the world to discriminating whisky drinkers. According to Kapferer (1992), fortunate brand development should take account of the genetic design and core values of a brand. However, brand building must also estimate the more peripheral, often local, attributes of an international brand.Marketers can therefore seek to maximize the appeals of their brands through marketing lambast methods in global markets, with these principles in mind. As a premium brand, Seagrams Chivas Regal is advertised and promoted to be positioned as a luxury brand in the minds of consumers. The positioning and investment in consolidating this have been consistent across countries. The designs of local advertising campaigns in the past, therefore, had to meet specific global brand criteria to maintain consistency in terms of consumer perceptions.The core values of the brand should be fundamental to the creation of the bluepr int for all marketing communications. However, while it is one thing to hold the view that core values should represent the essence of a truly global brand which could be transported across the world, it is possible that the search for common values may be misunderstood by local management as a search for the lowest common denominator, possibly leading to suaveness of approach. At Seagram, global management avoided this by a process of rise consultation with their regional and local markets management teams.It is also not everlastingly easy for organisations to ensure that their messages to consumers are interpreted by them in the ways in which such organisations had intended. For Seagram it was important to get it right and to deliver advertising messages as effectively as possible to consumers. The consultation processes with consumers in the pre-testing research on press advertising would minimise the risk of distortion as well as contribute up-to-date information about consu mer needs and wants. The author used exploratory method with the use of qualitative research approach.Exploratory research is usually conducted to clarify and define the nature of a problem The author presented in a good way and he mentioned each and every corner of this research paper. He presented with good reference. The author mentioned qualitative techniques. But only the one defects is not a sound paper Author presented with the help of a table and a chart Discussion In this research paper author selected brand is not suitable for this research paper because liquor products are a different category. In my opinion liquor products are addicted products peoples are selecting only in the base of addiction not for brandingsense. The author mentioned two typesetters case of testing part one is pre-testing and another one is post-testing it shows that communication effect and sales effect Conclusion In this research paper author presented in a different style and different type o f approach. Any way this is a good research paper but little bit defects like the author subjugate only a particular brand. In my opinion this brand is not suitable for research of brand equity because alcohol is a product but peoples are buying to the addiction of alcohol.In this research author more concentrate about the technical part and research part. Reference http//www. emeraldinsight. com/Insight/ViewContentServlet? contentType= condition&Filename=Published/EmeraldFullTextArticle/Articles/0360160411. html (This review is based on this link) Blackston, T. (1992), Observations structure Brand Equity by Managing the Brands Relationships, Journal of publicizing Research, (May)79-83. Feldwick, P. (1996) What is Brand Equity anyway, and how do you measure it? , MRS Conference, Birmingham International Convention Centre, March. Feldwick, P.(1999) Brand research, in C. Mcdonald and P. Vangelder (Eds. ) ESOMAR Handbook of Market and Opinion Research. Gordon, W. (1991) Researching a brand, in D. Cowley, Understanding Brands, Kogan Page. Nancarrow, C. , Wright, L. T. and Woolston, C. (1998) Pre-testing international press advertising the need for communicate consensus on methodology, Qualitative Market Research Journal, Vol. 1, No. 1, pp. 25-8. De Ruyter, Ko. and Scholl, R. (1998) situation qualitative market research reflections from theory and practice, Qualitative Market Research Journal, Vol.1, No. 1, pp. 7-14. Wright L. T. and Crimp, M. (2000) The Marketing Research Process, Prentice Hall, Fifth Edition. Blamires, C. (1999) determine research in C. Mcdonald and P. Vangelder (Eds. ) ESOMAR Handbook of Market and Opinion Research. Axelrod, J. N. (1992) The use of observational design in monitoring brand equity, Proceedings of the Seminar The dispute of Branding Today and in the Future, Brussels, ESOMAR Crimmins, J. C. (1992) Better measurement and management of brand value, Journal of Advertising Research, Vol. 32, No.4, July/August. Chavda, D. (1998) Gaining competitive advantage through equity EngineSM and Brand relationships, International paper adapted from a talk given at the 19th Annual American Marketing connexions Marketing Research Conference (14 September, Chicago, USA). Morgan, R. (1998) If the public reckon all products work, is emotion what counts? Research Plus, January. Farr, A. (1998) How brand values sort the strong from the threatened, Research Plus, January. Cooper, A. (1998) Brand equity a lifestage model, Research Plus, January.