The impact of corporate brand equity on product brand equity
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The impact of corporate brand equity on product brand equity
SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)ỈCTHE IMPACT OF CORPORATE BRAND EQUITY ON PRODUCT BRAND EQUITYTHE CASE OF SYM MOTORBIKE COMPANY The impact of corporate brand equity on product brand equity IN VIET NAMSTUDENT’S FULL NAMESTUDENT IDINTAKEADVISOR’S NAME & TITLE: NGUYEN TH1 THANH TAM:2451972: SEPTEMBER 2012: PHAN THI GIAC TAM, PH.DHUĨECH LIBRARY41609Advisor’s assessment.......-íb.. .tíbỹte htCẨ.... -0/C.. .phi fJLj,.... AờiẨíX. .............................?IlkA,...^/i The impact of corporate brand equity on product brand equity xx.n-^x.vy,...i4iThe impact of corporate brand equity on product brand equity
like to thank to Ph.D Phan Thi Giac Tam for advising, supporting, and encouraging me to finish the research.I honestly thank to members of my team anSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)ỈCTHE IMPACT OF CORPORATE BRAND EQUITY ON PRODUCT BRAND EQUITYTHE CASE OF SYM MOTORBIKE COMPANY The impact of corporate brand equity on product brand equity fort and help me to get over all obstacles.Yours sincerely!Nguyen Thi Thanh l am1NGUYEN THI THANH TAM - MBAOUM09I2 3D- 2451972Executive SummaryIn today's competitive market, brand building is crucial. Strong brand can create options of growth, command market share, barrier of entry for competitors a The impact of corporate brand equity on product brand equity nd consumer loyalty. Moreover, strong brand enhances positive evaluations of a product's quality, maintains a high level of product awareness, and proThe impact of corporate brand equity on product brand equity
vides a consistent image or brand personality. In order to keep up with fierce competition, companies may seek to transform their business due to chanSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)ỈCTHE IMPACT OF CORPORATE BRAND EQUITY ON PRODUCT BRAND EQUITYTHE CASE OF SYM MOTORBIKE COMPANY The impact of corporate brand equity on product brand equity motorbikes highest in the world. Therefore, this is not only a big and attractive market but also a high competition one with motorbike manufactures. However, what is strategy to positioning and surviving our brand name among such market. Honda has the biggest segment as the first pioneer in motorb The impact of corporate brand equity on product brand equity ikes market. This brand always is a •lop of mind" of customer in this market. After Honda is Yamaha. SYM. Suzuki,...has high competition W'ith Honda tThe impact of corporate brand equity on product brand equity
o catch up this attractive segment. Korean manufactures is market-followers. They follow strategy of their competitors such as marketing, price, produSOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)ỈCTHE IMPACT OF CORPORATE BRAND EQUITY ON PRODUCT BRAND EQUITYTHE CASE OF SYM MOTORBIKE COMPANY The impact of corporate brand equity on product brand equity tures separate their own segment and their positioning but still remaining high competition inside them. It requires manufactures must self-review to give out right strategy to survive in this competitive market. Assessing and measure the relationship between corporate branding and product branding The impact of corporate brand equity on product brand equity to utilize their strength for building motorbike's branding.This proposal research will study about "The Impact of Corporate Brand Equity on Product BThe impact of corporate brand equity on product brand equity
rand Equity: the case of SYM motorbike company in Vietnam."2SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)ỈCTHE IMPACT OF CORPORATE BRAND EQUITY ON PRODUCT BRAND EQUITYTHE CASE OF SYM MOTORBIKE COMPANY SOUMOPEN UNIVERSITY MALAYSIARESEARCH PROJECT(BMBR5103)ỈCTHE IMPACT OF CORPORATE BRAND EQUITY ON PRODUCT BRAND EQUITYTHE CASE OF SYM MOTORBIKE COMPANYGọi ngay
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