Brand Equity: Case Study - Essay Example

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Brand Equity: Case Study

The current sources of brand equity are brand awareness (based on brand recall) and unique brand image. The main weakness of Crush is that: “it spent less on advertising. It was promoted most frequently on sport television, in newspapers, and on outdoor signage” (Case Study p. 324). Still, the consumer's interest lies in this unique self-image of the product - the image the Crush has and would like to promote. There are four perceptions related to the concept of self -- the person as he actually is, as he thinks he is, as others think he is, and as he thinks others think he is. In understanding buyer behaviour, the most important perception is the image of what is -- the image of reality -- rather than what actually is. A direct link exists between corporate concern with company and brand images and consumer concern with the self. Whereas corporations react to enhance the former, consumers act in an effort to embellish the self. Therefore, the greater the consistency and parallelism are among product image, store image, and desired consumer self-image, the more likely it is that favorable purchase reaction will occur. Maintenance of the self is a basic preoccupation of consumers (Esch et al 2006). In spite of all weaknesses and limitations of the Crush positioning, the brand is recognized by consumers. The brand is strong because it is based on the unique brand associations and images. For the Crush, the unique image concept refers to what each individual sees in himself -- his perceptions. ...
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Summary

In the paper “Brand Equity: Case Study” the author analyzes the case of the Crush brand which suggests that the sources of brand equity are positive perception of the product as healthy, long selling history of the product and new image of the product.

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