The effect of branding on the development of a company with an example of Puma

A critical analysis

Business & Finance, Marketing & Sales
Cover of the book The effect of branding on the development of a company with an example of Puma by Andreas Schutt, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Andreas Schutt ISBN: 9783640987764
Publisher: GRIN Publishing Publication: August 19, 2011
Imprint: GRIN Publishing Language: English
Author: Andreas Schutt
ISBN: 9783640987764
Publisher: GRIN Publishing
Publication: August 19, 2011
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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?

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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?

More books from GRIN Publishing

Cover of the book Der Ingelheimer Oberhof by Andreas Schutt
Cover of the book Judicial Scrutiny of Sex Discrimination in the Employment Practices of Criminal Justice Agencies by Andreas Schutt
Cover of the book Latinos and the U.S. Racial Wealth Divide by Andreas Schutt
Cover of the book Managing Change - The TQM Challenge by Andreas Schutt
Cover of the book The Media System in Russia by Andreas Schutt
Cover of the book (Post)structural notions of language and history in the novels of Julian Barnes by Andreas Schutt
Cover of the book Politeness in the Foreign Language-Classroom by Andreas Schutt
Cover of the book The Falklands Crisis: Britain's Justifications for its Resort to Military Force through the Example of a Speech by Margaret Thatcher by Andreas Schutt
Cover of the book Der Weg zur Schlacht am Weißen Berg by Andreas Schutt
Cover of the book Bali. Country Profile and Tourism by Andreas Schutt
Cover of the book Effect of plant spacing and harvesting age on growth, biomass and oil yield of rose-scented geranium (Pelargonium graveolens L. Herit) by Andreas Schutt
Cover of the book Noetic Quantic Global Management by Andreas Schutt
Cover of the book Consociational Democracy in Lebanon (1945-1975) by Andreas Schutt
Cover of the book Survey on Activities of Swiss Manufacturing Companies in China with special focus on M&A by Andreas Schutt
Cover of the book Customer Satisfaction Survey by Andreas Schutt
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy