The importance of pursuing a strong branding strategy in today's business world : a case study
| dc.contributor.advisor | Lieb, Manfred G | |
| dc.contributor.advisor | Schroeder, Süheyla | |
| dc.contributor.department | Faculty of Business Administration | |
| dc.contributor.other | Berlin International University of Applied Sciences | |
| dc.date.accessioned | 2019-11-13 | |
| dc.date.accessioned | 2025-11-28T13:26:19Z | |
| dc.date.available | 2025-11-28T13:26:19Z | |
| dc.date.issued | 2019 | |
| dc.description.abstract | "This study analyzes branding strategy in today's era by exploring specifically a popular topic among marketers, the luxury branding - where a case study is presented by taking as an example a German label 'Jil Sander'. Moreover, as a critical component to positioning brands and lead to competitive advantage the changing world of Integrated Marketing Communications are presented along the study to show the impact that these have on brand equity. And as a third point, the strategical role of brand experience is presented and how this affects the consumer behavior towards brands. Keywords: branding, brand equity, brand identity, brand personality, integrated marketing communications, IMC, positioning, differentiation, luxury, fashion industry, customer relationships, customer-based brand equity, brand awareness, advertising, promotion, brand experience." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | Acknowledgments -- Abstract -- INTRODUCTION : Purpose -- Research questions -- Problem statement -- Justification -- Research objectives -- LITERATURE REVIEW : What is branding? -- Branding equity -- Brand knowledge -- Brand name dominance -- Perceived quality -- Brand loyalty and value -- The brand identity system (Aaker) : What is brand identity? ; Brand as a product; Brand as an organization ; Brand as a person; Brand as a symbol -- What is brand personality? -- Luxury brands -- The changing world of marketing communications : Strategic role of IMC in brand equity -- Influence of branding in customer behavior -- RESEARCH METHODOLOGY -- DATA COLLECTION AND ANALYSIS : Data collection procedure -- Dataset and sample consideration -- BRAND ANALYSIS : Company description -- Brand identity system of Jil Sander -- Marketing mix -- Consumer segmentation -- SWOT analysis -- Competitive analysis -- DATA ANALYSIS -- REVISITING THE RESEARCH QUESTIONS AND OBJECTIVES : DISCUSSION AND CONCLUSION : Discussion of results -- Conclusions and recommendations -- Limitations of your study and future suggestions -- Bibliography | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/533 | |
| dc.language.iso | eng | |
| dc.subject | Branding | |
| dc.title | The importance of pursuing a strong branding strategy in today's business world : a case study | |
| dc.type | Thesis |
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