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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Creating a branding strategy for Jacquards : focussing on 2010 opportunities

Greener, Andrew Edwards 06 1900 (has links)
Da Gama Textiles, based in the Eastern Cape has seen its sales of Jacquard products being affected in recent years by cheaper imported products. A study was required to enable its senior management to develop a branding strategy for its Jacquard products. In addition, senior managers required information about how to take advantage of the 2010 World Cup. Data collection was conducted in July to September 2009, using two population groups. The first one was bed and breakfast managers in KwaZulu-Natal, with the second one being top ten Jacquard customers by volume in South Africa. Results showed that awareness levels for Da Gama’s Jacquard products are low, although more than half of respondents would be willing to receive literature from Da Gama in the future relating to Jacquard products. Among the top ten customers, loyalty levels were found to be high, however customers were not satisfied with Da Gama’s price levels and felt that designs and delivery lead times could be improved. A suggested branding strategy was drafted, targeting both population groups. A strategy to build brand awareness and brand loyalty levels was suggested for bed and breakfast managers, while a strategy to improve brand loyalty levels was suggested for the top ten customers. / Business Administration / M. Tech. (Business Administration)
2

Hong Kong Marketing plan and strategies for the Claude Montana watch brand.

January 1992 (has links)
by Chan Lung Anthony, Ho Shun-Wah Montgomery. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / TABLE OF CONTENTS --- p.i / CHAPTERS / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHOD --- p.5 / Chapter III. --- MARKET PROFILE --- p.7 / Chapter IV. --- PRODUCT PROFILE --- p.12 / Chapter V. --- CUSTOMER PROFILE --- p.16 / Chapter VI. --- COMPANY PROFILE --- p.20 / Chapter VII. --- PRODUCT POSITIONING AND TARGET MARKET SELECTION --- p.22 / Chapter VIII. --- COMPANY'S MISSION AND GOALS --- p.27 / Chapter IX. --- MARKETING OBJECTIVES --- p.28 / Chapter X. --- PRODUCT OBJECTIVES AND STRATEGIES --- p.29 / Chapter XI. --- PRICE OBJECTIVES AND STRATEGIES --- p.33 / Chapter XII. --- PROMOTION OBJECTIVES AND STRATEGIES --- p.36 / Chapter XIII. --- SALES FORCE OBJECTIVES AND STRATEGIES --- p.40 / Chapter XIV. --- DISTRIBUTION OBJECTIVES AND STRATEGIES --- p.43 / Chapter XV. --- CONTROL --- p.47 / Chapter XVI. --- ADVERTISING PLAN --- p.48 / APPENDIX / Chapter 1. --- FINDINGS OF QUESTIONNAIRE ON TARGET GROUP --- p.53 / Chapter 2. --- QUESTIONNAIRE --- p.56 / Chapter 3. --- SUMMARY OF INTERVIEW WITH HENRY DUONG --- p.63 / Chapter 4. --- EFFECTIVE COMPARISON AMONG MEDIA --- p.64 / Chapter 5. --- EFFECTIVENESS COMPARISON AMONG NEWSPAPERS --- p.65 / Chapter 6. --- EFFECTIVENESS COMPARISON AMONG MEDIA PRODUCT --- p.66 / Chapter 7. --- SPECIALISED/VERTICAL PUBLICATION --- p.67 / Chapter 8. --- READERSHIP PROFILE --- p.68 / Chapter 9. --- FIELD SURVEY OF PRICES OF WATCHES IN HONG KONG --- p.71 / BIBLIOGAPHY --- p.72
3

Exploring emotional branding and online brand community by a case study of American Starbucks for Chinese

Xu, Ming January 2011 (has links)
University of Macau / Faculty of Social Sciences and Humanities / Department of Communication
4

Creating a branding strategy for Jacquards : focussing on 2010 opportunities

Greener, Andrew Edwards 06 1900 (has links)
Da Gama Textiles, based in the Eastern Cape has seen its sales of Jacquard products being affected in recent years by cheaper imported products. A study was required to enable its senior management to develop a branding strategy for its Jacquard products. In addition, senior managers required information about how to take advantage of the 2010 World Cup. Data collection was conducted in July to September 2009, using two population groups. The first one was bed and breakfast managers in KwaZulu-Natal, with the second one being top ten Jacquard customers by volume in South Africa. Results showed that awareness levels for Da Gama’s Jacquard products are low, although more than half of respondents would be willing to receive literature from Da Gama in the future relating to Jacquard products. Among the top ten customers, loyalty levels were found to be high, however customers were not satisfied with Da Gama’s price levels and felt that designs and delivery lead times could be improved. A suggested branding strategy was drafted, targeting both population groups. A strategy to build brand awareness and brand loyalty levels was suggested for bed and breakfast managers, while a strategy to improve brand loyalty levels was suggested for the top ten customers. / Business Administration / M. Tech. (Business Administration)
5

Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company

Waddington, Andrew John January 2012 (has links)
The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.

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