Brand identity‚ loyalty and equity. The extent to which a company can evoke an emotional connection between its brand and its target markets will play a big part in determining its business success. By tapping into consumers’ emotions‚ a company is able to create a long-term relationship in which both consumer and business will enjoy (Robinette 2000‚ p.1). This essay will discuss the emotional connection a brand has with their consumers‚ explaining the need to be identifiable and unique with
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build brand equity Contents I. Introduction II. What is brand equity? • Definition: Brand equity • Sources of brand equity • Positive brand equity vs. negative brand equity III. Creating brand equity • Brand position • How to create brand equity? - Selecting brand elements - Integrating with marketing activities - Creating secondary brand associations IV. Summary and Conclusion V. References Introduction In modern society‚ brands play
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Equity theory The motivation theories highlighted in the case which are Equity theory and Vroom’s expectancy theory. For the Equity theory which is developed by J.Stacey Adams‚ proposes that employees perceive and assess a ratio of jobs inputs related to the outcomes they received for their performance to seek either equity or inequity in their situation and then corrects any inequity. The term of equity in the Equity theory is related to the concept of fairness‚ justice‚ and treated equally between
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Take your corporate brand or brand of any product/ service that your organization offers. What is the promise of the above brand? Also identify the brand elements and their role in building brand equity. I work for MSD India Pvt Ltd. Merck & Co.‚ Merck Sharp & Dohme‚ MSD outside the United States and Canada‚ is one of the largest pharmaceutical companies in the world. Merck headquarters is located in Whitehouse Station‚ New Jersey. The company was established in 1891 as the United States
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EQUITY THEORY • This process theory focuses on workers’ perceptions of the fairness of their work outcomes and inputs. Specifically they strive to maintain ratios of their own rewards to contributions which are equal to others’ ratios . EQUITY EQUATIONS • Equity – Outcomes (self) Inputs (self) = Outcomes (other) Inputs (other) •Underpayment Inequity Outcomes (self) Inputs (self) • Overpayment Inequity Outcomes (self) Inputs (self) < Outcomes (other) Inputs (other) > Outcomes
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"Equity is a subjective evaluation‚ not an objective one. Based on the comparison that individuals use‚ each individual is likely to develop different perceptions of equity." (Scholl‚ 2000) When individuals look at the equity model on the job scale‚ they compare their contributions and rewards to that of those around them (associates‚ coworkers‚ management‚ etc.). If the equation is balanced‚ the "equity"--as society puts it--is accomplished. If it is unbalanced‚ the inequity may cause individual
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1. INTRODUCTION Equity is defined by a complex mathematical formula‚ but in practice it is described as relationship‘s fairness between people in one society. Equity theory is social justice theory‚ designed by Adams in 1963. It claims that individuals review the inputs and outcomes of themselves and others‚ and in situations of inequity‚ experience greater cognitive dissonance than individuals in equitable situations. This kind of equity is perceived as social justice in society (or company
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Equity Theory of Motivation The equity theory of motivation is used to describe the relationship between the employees perception of how fairly is he being treated and how hard he is motivated to work Motivation is the activation of an energized goal-oriented behavior. Everyone takes up a job as they are motivated by some factor or the other. Some are motivated by the challenge they will face in carrying out their job‚ some are motivated by the level of fame they may earn‚ others and
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accessories‚ а lot of companies go out on a limb when it comes to business decision or management strategies with Nike Corporation. Nike is а powerful company. Nike Corporation is a well managed company in а striking industry‚ the company has a strong brand image‚ and they are effectively capturing the value shaped from their savings. Modern superior ways to make products are significant in today’s Apparel companies‚ both to be efficient and to be able to make hi-tech products. Nike is dependent upon
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Brand Equity to Customer Loyalty An examination of brand equity leading to customer loyalty in the clothing industry using the Loyalty Ladder model. Abstract Purpose - The aim of this paper is to examine if there is a correlation between brand equity and brand loyalty. The author will research the sources of brand equity for three international clothing companies: Abercrombie & Fitch‚ Marks & Spencer‚ H&M and apply each company to the Loyalty Ladder. Methodology – Secondary literature
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