- Title
- The value of measuring brand equity: the Ceres Fruit Juices case
- Creator
- Khumalo, Wilson Mdala
- Subject
- Brand name products -- Management -- Case studies
- Subject
- Branding (Marketing)
- Subject
- Customer relations -- Management
- Date Issued
- 2009
- Date
- 2009
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- vital:8707
- Identifier
- http://hdl.handle.net/10948/995
- Identifier
- Brand name products -- Management -- Case studies
- Identifier
- Branding (Marketing)
- Identifier
- Customer relations -- Management
- Description
- Measuring brand equity is an important brand management function but, the appropriateness of brand equity measurement methods remain a concern. This study applied levels three of brand equity measurement approach to have an understanding of consumers’ brand perception. It is hoped that this understanding could give brand managers the necessary tool to develop and deploy effective and efficient brand management strategies and tactics. At Ceres Fruit Juices (CFJ), brand equity is used to improve competitive marketing actions, gain larger margins, intermediary co-operation and management support for brand extension. This study measures CFJ Brand equity to understand consumers’ perception so that this understanding can be used to develop responsive brand management strategies and tactics. Brand equity measurement methods and model found in the literature shows that measurement success depends on the suitability of the method used. However, customers’ perception is at the centre of brand equity measurement approach – level three used in this study. With merger and acquisition taking place at Ceres Fruit Juices, brand equity measurement emerged as an important brand management function to leverage real brand value. This would inevitably lead to an improvement in customer service through adequate understanding of customers brand perception. Understanding gives brand managers the necessary tool to deploy responsive and efficient brand management strategies and tactics to lessen the severity of the negative impact merger and acquisition may have on brand equity. Thus, this study found measurement model and method to be an essential element of brand equity measurement.
- Format
- x, 94 leaves : illustrations ; 31 cm
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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