Impact of brand awareness, brand equity and brand slogan towards product advertisement: A case study in advertising industry / Rohani Jangga ...[et al.]
Brand awareness is a company’s competitive advantage and is a part of a marketing strategy which helps to spread information about a selected company and their products and services. It is crucial that customers remember and recognize a favorite brand every time they want to buy a product. In today’...
Saved in:
Main Authors: | , , , , |
---|---|
Other Authors: | |
Format: | Book Section |
Language: | English |
Published: |
UiTM Cawangan Johor
2019
|
Subjects: | |
Online Access: | http://ir.uitm.edu.my/id/eprint/38662/1/38662.pdf http://ir.uitm.edu.my/id/eprint/38662/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.uitm.ir.38662 |
---|---|
record_format |
eprints |
spelling |
my.uitm.ir.386622020-12-24T05:03:35Z http://ir.uitm.edu.my/id/eprint/38662/ Impact of brand awareness, brand equity and brand slogan towards product advertisement: A case study in advertising industry / Rohani Jangga ...[et al.] Jangga, Rohani M Ali, Norlina Shahwir, Siti Farrah Kamarolzaman, Noraishah Mohd Hatta, Hazieqa Syabilla Branding (Marketing) Market surveys. Including brand choice. Brand loyalty Advertising Brand awareness is a company’s competitive advantage and is a part of a marketing strategy which helps to spread information about a selected company and their products and services. It is crucial that customers remember and recognize a favorite brand every time they want to buy a product. In today’s fast evolving marketing scenario, technology has been used to capture a wider target market as almost all product information is at the fingertips of consumers. Through good marketing campaigns such as using social media apps, strong brand awareness can be created, and customer loyalty maintained. Technically, brand slogan talks about your idea and themes of the company. Sometimes, the name of the company does not represent the products of the company. Thus, the slogan will help users understand more about the products of the company. In addition, brand slogan helps each company to highlight the unique value propositions which means every tagline has their own meaning. Hence, the slogan will help the company to reflect its mission statement, is short and catchy to attract customer’s attention and can be understood clearly. Brand equity is the value of the brand itself which means it can be described as having a well-known brand name, able to generate revenue which can lead to brand recognition. Brand equity is crucial in increasing profit margins, create customer loyalty, expand business opportunities and competitive advantage. UiTM Cawangan Johor Md Kassim, Fazdilah Ratan Singh, Deepak Singh M Ramakrishnan, Kamalanathan Sumery, Zuraidah Sarijari, Haniza Mohd Yusof, Fairuz Husna Amat, Dia Widyawati Kamaludin, Puteri Nur Hidayah Daud, Derwina 2019 Book Section PeerReviewed text en http://ir.uitm.edu.my/id/eprint/38662/1/38662.pdf Jangga, Rohani and M Ali, Norlina and Shahwir, Siti Farrah and Kamarolzaman, Noraishah and Mohd Hatta, Hazieqa Syabilla (2019) Impact of brand awareness, brand equity and brand slogan towards product advertisement: A case study in advertising industry / Rohani Jangga ...[et al.]. In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 6th . UiTM Cawangan Johor, Segamat Johor, p. 84. IABC2019-070 |
institution |
Universiti Teknologi Mara |
building |
Tun Abdul Razak Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Mara |
content_source |
UiTM Institutional Repository |
url_provider |
http://ir.uitm.edu.my/ |
language |
English |
topic |
Branding (Marketing) Market surveys. Including brand choice. Brand loyalty Advertising |
spellingShingle |
Branding (Marketing) Market surveys. Including brand choice. Brand loyalty Advertising Jangga, Rohani M Ali, Norlina Shahwir, Siti Farrah Kamarolzaman, Noraishah Mohd Hatta, Hazieqa Syabilla Impact of brand awareness, brand equity and brand slogan towards product advertisement: A case study in advertising industry / Rohani Jangga ...[et al.] |
description |
Brand awareness is a company’s competitive advantage and is a part of a marketing strategy which helps to spread information about a selected company and their products and services. It is crucial that customers remember and recognize a favorite brand every time they want to buy a product. In today’s fast evolving marketing scenario, technology has been used to capture a wider target market as almost all product information is at the fingertips of
consumers. Through good marketing campaigns such as using social media apps, strong brand awareness can be created, and customer loyalty maintained. Technically, brand slogan talks about your idea and themes of the company. Sometimes, the name of the company does not represent the products of the company. Thus, the slogan will help users understand more about the products
of the company. In addition, brand slogan helps each company to highlight the unique value propositions which means every tagline has their own meaning. Hence, the slogan will help the company to reflect its mission statement, is short and catchy to attract customer’s attention and can be understood clearly. Brand equity is the value of the brand itself which means it can be described as having a well-known brand name, able to generate revenue which can lead to brand recognition. Brand equity is crucial in increasing profit margins, create
customer loyalty, expand business opportunities and competitive advantage. |
author2 |
Md Kassim, Fazdilah |
author_facet |
Md Kassim, Fazdilah Jangga, Rohani M Ali, Norlina Shahwir, Siti Farrah Kamarolzaman, Noraishah Mohd Hatta, Hazieqa Syabilla |
format |
Book Section |
author |
Jangga, Rohani M Ali, Norlina Shahwir, Siti Farrah Kamarolzaman, Noraishah Mohd Hatta, Hazieqa Syabilla |
author_sort |
Jangga, Rohani |
title |
Impact of brand awareness, brand equity and brand slogan
towards product advertisement: A case study in advertising
industry / Rohani Jangga ...[et al.] |
title_short |
Impact of brand awareness, brand equity and brand slogan
towards product advertisement: A case study in advertising
industry / Rohani Jangga ...[et al.] |
title_full |
Impact of brand awareness, brand equity and brand slogan
towards product advertisement: A case study in advertising
industry / Rohani Jangga ...[et al.] |
title_fullStr |
Impact of brand awareness, brand equity and brand slogan
towards product advertisement: A case study in advertising
industry / Rohani Jangga ...[et al.] |
title_full_unstemmed |
Impact of brand awareness, brand equity and brand slogan
towards product advertisement: A case study in advertising
industry / Rohani Jangga ...[et al.] |
title_sort |
impact of brand awareness, brand equity and brand slogan
towards product advertisement: a case study in advertising
industry / rohani jangga ...[et al.] |
publisher |
UiTM Cawangan Johor |
publishDate |
2019 |
url |
http://ir.uitm.edu.my/id/eprint/38662/1/38662.pdf http://ir.uitm.edu.my/id/eprint/38662/ |
_version_ |
1687396713547956224 |
score |
13.149126 |