The effect of branding on the development of a company with an example of Puma : A critical analysis

Language: English

Published by GRIN Verlag, 2011

3640987977 / 9783640987979

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Druck auf Anfrage Neuware - Printed after ordering - Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: On the one hand, brands can increase a company's value significantly or even represent the company itself. On the other hand, consumers want to take over the image of a brand and identify themselves with the characteristics carried by the brand. This goes along with the need of having branded goods as a mark of status and belonging.Therefore, companies need to focus on strengthening their brand image and brand equity in order to succeed on the market and diversify themselves from their competitors.However, the question is, are the efforts in creating a strong brand image and high brand equity justified when thinking about the impact on the consumer Why are so many companies focusing on image instead of paying attention to the quality of their products And why do so many companies spent money on sponsoring sports teams instead of investing in the improvement of their product's characteristics or developing new innovative products In order to get into the topic, this case study will have a look at Puma as a concrete example of how branding affects a company.The intention of this case study is to point out how Puma achieved the way from a shoe manufacturer to a well-known lifestyle brand by looking at the creation of a brand image on the one hand and an increase in brand equity on the other hand.- Does a positive brand image have an influence on a company's turnover - Does a high brand equity influence a company's economic development or does a positive development of a company increase its brand equity - Do brands have an effect on consumer's buying behaviour.

Seller Inventory # 9783640987979

Title
The effect of branding on the development of a company with an example of Puma : A critical analysis
Author
Andreas Schutt
Publisher
GRIN Verlag
Publication year
2011
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3640987977
ISBN 13
9783640987979
Item weight
101 grams
Dimensions
210x148x5 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

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