The purpose of this study is to introduce the concept of internal branding, define it and discuss its relevance. The objective is (1) to put together the reasons why internal branding is indispensable and explain them systematically, (2) to introduce a critical perspective regarding the implementation process that internal branding entails, and (3) to check [...]
IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND
Title: A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their [...]