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Malaysian Fast Food Brand Equity


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

For fast food brand managers, focusing on brand image and awareness are usually seen as central to the success of marketing campaigns. However, the creation of fast food brand equity required beyond brand image and brand awareness. In this research study, consumer-based brand equity has been simplified into 4 steps, and each of the preceding steps served as a prerequisite for the next successful marketing effort. Therefore, practitioners have to take into consideration that there is no “shortcut”; each of the steps have to be created and brand building process have be monitored consistently. Step 1: Establishing brand awareness, relatively relevant to a specific product class. Step 2: Creating constructive brand cognition. Step 3: Eliciting encouraging brand affect. Step 4: Forming longevity brand conation.

Product Specifications
SKU :COC15066
AuthorTeck Ming Tan,Ismail Hishamuddin and Rasiah Devinaga
Number of Pages268
Publishing Year7/17/2012
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-27 00:00:00