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| Year | 2011 50 Downloads |
| Volume/Issue/Review Month | Vol. - IV | Spl. Issue 3 | April |
| Title | The Sense of Brand |
| Authors | Biswamohan Dash , Dr. S.M. Das |
| Broad area | The Sense of Brand |
| Abstract | Always brand leads to company’s enterprise value. Price Waterhouse Coopers (PWC) research indicates that for many organizations the majority of the value is related to the brand or the brands that the company own. Brand value can broadly be expressed as the present value of future expected earnings or cash flow as a result of brand ownership. How brand loyalty can be increased. The psychology behind human behaviour as it pertains to brand selection can be both rudimentary and complicated at the same time. For any brand preference, our five senses will be there to evaluate, develop and drive for any particular brand. Strong brands can help their owners consistently to out perform the stock market on share price. |
| DOI | From consumers perspective strong brands produce much more than mere awareness or fame. They actively influence the customer’s purchase decision making process, reducing the risk to the consumer by making product or service selection easier. Strong bran |
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| Referenceses | barwise, t.p and Ehrenberg, asc 1987,’consumer beliefs and brand usage Holland, j and baker, S.M. 2001,autumn.customer participation in creating site brand loyalty. Journal of interactive marketing. swaminathan v, fox R J, reddy S K -2001, the impact of brand extension; introduction on choice’’. journal of marketing, kotler,p and Armstrong, G saunder,j,and Wong, v 1999, principles of marketing,2nd edition; England;prentice hall. keller,l.k ,2003, building ,measuring and managing brand equity.2nd edition, new jersey;prentice hall. best global brands , business week john Philip jones, what’s in a brand, tata mcgraw hill publishers -1998 |
