This website uses cookies to ensure you have the best experience. Learn more

An Impact Of Brand Elements On Brand Awareness The Case Of Oppo Smartphones In Hcm City

5654 words - 23 pages

VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS

AN IMPACT OF BRAND ELEMENTS ON
BRAND AWARENESS
THE CASE OF OPPO SMARTPHONES IN HCM CITY

In Partial Fulfillment of the Requirements of the Degree of
BACHELOR OF ARTS in BUSINESS ADMINISTRATION

Student’s name: VU NHU QUYNH (BABAIU11308)
Advisor: HO THI BICH VAN, PhD

Ho Chi Minh City, Vietnam
May, 2015

AN IMPACT OF BRAND ELEMENTS ON
BRAND AWARENESS
THE CASE OF OPPO SMARTPHONES IN HCM CITY

APPROVED BY: Advisor

APPROVED BY: Committee

___________________________

___________________________

Ms. Ho Thi Bich Van, Ph.D

Ms. Ho Thi Bich Van, PhD

...view middle of the document...

TABLE OF CONTENT

TABLE OF CONTENT............................................................................................... 1
LIST OF TABLE ......................................................................................................... 6
LIST OF FIGURE ....................................................................................................... 7
CHAPTER I - INTRODUCTION .............................................................................. 9
1.1 Background ............................................................................................................ 9
1.2 Problem statement ............................................................................................... 10
1.3 Research objectives .............................................................................................. 11
1.4 Scope and limitation ............................................................................................ 11
1.5 Research structure ............................................................................................... 11
CHAPTER II- LITERATURE REVIEW ............................................................... 13
2.1 Overview of branding .......................................................................................... 13
2.2 Brand awareness .................................................................................................. 13
2.3 Brand elements ..................................................................................................... 14
2.3.1 Brand name ........................................................................................................ 16
2.3.2 URLs ................................................................................................................... 16
2.3.3 Logos and symbols ............................................................................................. 17
2.3.4 Characters .......................................................................................................... 17
2.3.5 Slogans ............................................................................................................... 18
2.3.6. Jingles ................................................................................................................ 18
2.3.7 Packaging ........................................................................................................... 19
2.4 Conceptual model and hypothesis ...................................................................... 20
Chapter III- METHODOLOGY .............................................................................. 21
3.1 Research design .................................................................................................... 21
3.2 Research process .................................................................................................. 21
3.3 Target sample and sample size...

Other Papers Like An Impact of Brand Elements on Brand Awareness the Case of Oppo Smartphones in Hcm City

The Study of Relational Analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention

671 words - 3 pages Purchase Intention Shau-Chang Haung / National Taiwan Normal University. ABSTRACT Brand management is one of the important key factors for a top corporation. Corporation with strong brand equity will be an index for affecting the consumer behavior. The purpose of this study lay on gaining further insight on the brand image, brand personality, brand attitude, brand preference will have effect on consumer’s purchase intention. The subject of this

The Power of Brand - Midterm, Ucla Extension

1882 words - 8 pages elements. Provide an example Brand elements – i.e. the brand name, logo, symbol, character, packaging, and slogan – play an import role in advertisement and promotion. For example, oftentimes, consumer decisions are made when purchasing a certain consumable where the brand name, logo, packaging, and so on will be visible: then brand recognition and visual awareness measures will be important. An example is actually me, when going to the store to

Brand Loyalty Among the People of Pokhara

2024 words - 9 pages . They decrease importance of price. Success of an industry is the main function of successful marketing of its products. In an era of cutthroat competition, successful marketing of products demand on understanding of consumer’s taste, preferences and loyalty. Following are the importance of study: - I. The manufacturer or marketers of the Pokhara will be highly benefited by this study. They may use the finding of the study as the guideline

The Brand Foundation of Tj Maxx

855 words - 4 pages shareholders. The elements of flexibility has been at the root of their consistent successful performance. They take an evolutionary, not a revolutionary approach. They seek clear visibility into expected financial returns before investing significantly or accelerate growth. http://www.tjx.com/about.asp The brand position of The TJX Companies, Inc. is to be a global, off-price value company. With the 34 years of experience under their

Primary Value Of The Brand Siddhalepa

1548 words - 7 pages Primary value of the brand Siddhalepa Siddhalepa is one of the well recognized herbal trademarks in Sri Lanka, Which mainly concern about the human well being and sanitary problems. Ayurveda can be defined in holistic form of medicine affected from natural resources which makes an enhancing healthy way of life from the ancient time.  It is established on a perception of safety and efficacy when using Ayurveda products, which unambiguously avoid

Exploring How Brand Image Influences Consumer Behavior in Making a Brand Choice: a Case Study on Apple Iphone

3453 words - 14 pages brand value at an extremely high speed, which is 58% more in 2011 than the previous year. With their famous slogan of ‘Think different’, it is assumed that Apple has enabled the individuals to be open and creative while using user friendly gadgets introduced by the firm. However, the research focus in this study has been on iPhone, one of the most popular product introduced by Apple (Abimbola, 2010). When it comes to the consumers’ decision making

Brand Development Strategy of Kiehl’s

2096 words - 9 pages brand asset – brand awareness, brand loyalty, and brand associations. Each creates formidable competitive advantages,, and each needs to be actively managed.” (Aaker, 2010: 176) 2.1 Stage 1: Brand Identity The main purpose of this stage is to create brand awareness. Through repeated exposure the brand name, symbol, logo, character, packaging or slogan, or through combination of marketing mix, this can help enhance brand recognition in consumer’s

The Influence of Personality, Brand Personality and Values on Consumer Behavior and Service Management

3923 words - 16 pages other hand the ‘ideal self’ which pictures who the individual wishes to become. The results show that the emotional bond is stronger if a brand fits to the actual self. Thus, managers should concentrate on an authentic branding strategy, also in the case of McDonald’s, which should use authentic looking spokespersons instead of models that represent not the average consumer. However, there are still firms that concentrate on the ideal self which is

Brand Switching Behaviour of Consumers in Telecom Industry

4212 words - 17 pages product design and customer service practices. All of these factors are likely to have had a significant negative impact on individual firm brand equity. However, they are reversible. All the major players in the industry have the resources to eliminate the kind of problems consumers have identified in this report. The question is whether the industry has the will to tackle these issues. Based on past performance and the increasing concern

The Impact of Low Cost Airlines on City Tourism in Europe: Policy Implications for Portugal. |

2189 words - 9 pages 24/01/2014 | Policy Issues in Tourism, Leisure and Sport | The impact of low cost airlines on city tourism in Europe: policy implications for Portugal. | ECO3009-N-BJ1-2013 | Index 1-Justificacion of the topic 3 2-How/When the air companies appearing 3 3-Apperence of low Cost Airlines 5 4-Impacts of Low Cost Airlines In Tourist Activity: 6 5-Impact of Low Cost Airlines in Portugal 6 6-Measures taken by the Portuguese

Brand Building Case Study

1182 words - 5 pages website, was the start of my vision coming together. The owner of this site was completely lost. Living in a new generation of dating, she wanted to keep her site new, with a traditional twist. I sat with her scared out of mind (of course she had no idea) and put together a business plan, a brand building plan, and an event schedule to promote her business. I also went over strategizes that would benefit her and where she can cut costs, and

Related Essays

Brand Elements Essay

528 words - 3 pages Exercise 7.17 THE BANK CUSTOMER WAITING TIME CASE   Recall that the bank manager wants to show that the new system reduces typical customer waiting times to less than six minutes. One way to do this is to demonstrate that the mean of the population of all customer waiting times is less than 6.1. Letting this mean be µ, in this exercise we wish to investigate whether the sample of 101 waiting times provides evidence to support the claim that

Impact Of Fdi In Multi Brand Retailing

3596 words - 15 pages . The impact of this has been an FDI flow of Rs. 7799 crore into the retail sector. The issue of FDI in multi- brand retail had been put on the backburner for so long as it had a direct impact on the strong 1.3 crore small retailers in the unorganized sector. The giant multinational retail players are pushing for the opening up of India's retail trade as the growing middle class with rising disposable incomes means huge market potential. Even

Linking Customers With Brand And Creating Unforgettable Emotions Has Got The Direct Impact On Customer Buying Behavior

855 words - 4 pages Topic: „Linking customers with brand and creating unforgettable emotions has got the direct impact on customer buying behavior.” First of all I would like to briefly touch the very important subject of understanding branding in past. The main concern of brand development had a tremendous shift in the last decade. Originally role of brands, as understood, were subject to constant ongoing redefinition. A traditional description of a brand was

Assess How Branding Has Increased In The Last Few Decades. Think Of A Brand; Analyze How The Organization Developed Its Brand Equity. Assess The Influence Of Branding On An Organization’s Imc. Must...

629 words - 3 pages in a pure form. Brand Equity Evaluation System (BEES) is based on eight brand equity determinants – brand sales, net operating margin, perspectives of brand development, international orientation, advertising investment, brand strength in the sector, brand image and pre-tax earnings, noted Salinas, G. (2011). In order to compose brand quality factor, we should utilize such elements as sales, net operating margin and perspectives of brand