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Brand equity mba dissertation george rossolatos 1

Brand Equity in the Bath Foams Category in Greece A descriptive approach www grossolatos com Submitted in partial fulfilment of the requirement of the degree of Master of Business Administration of the Univ ersity of Strathclyde THE UNIVERSITY OF STRATHCLYDE GRADUATE SCHOOL OF BUSINESS George Rossolatos ABSTRACT This dissertation explores the key aspects of consumer - based brand equity in the Bath Foams category in Greece By using a de scriptive approach an attempt is made to carve the equity territory of the major brands in the concerned market A combination of secondary and primary research methods are recruited in order to determine the category ? s key value drivers in brand equity terms discern key brands ? relative positioning examine the relationship between market performance and brand equity and unearth consumers ? associations with regard to key brands The research findings are an attestation of the importance of brand equit y in the Bath Foams category based on relevant literature and the effect of the lack of equity for certain brands on consumer perceptions Finally by drawing on the findings pertaining to the equity status of the category ? s leading brand Dove an att empt is made to demonstrate the effect a ??multiple brand personalities ? syndrome may have on brands in particular Palmolive in terms of unclear consumer associations and the inability to attain differential positioning This comparative outlook points to the importance of a coherent brand equity platform across all brand communications and new product development endeavours Contents Introduction Chapters Overview ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Industry Overview ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? In troduction Size growth and distribution channels of the Bath Foams category Market structure and key brand players New product development and media spending in the Bath Foams category Conclusion Literature Review ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Introduction What is a brand and why is it relevant to brand management The emergence of the concept of brand eq uity The three categories of brand - equity measures The financial approach Brand extensions Consumer based brand equity Conceptual Framework Brand Equity Pyramid in the Bath Foams category Consumer - based Brand Equity and market performance Measuring consumer - based brand equity Conclusion Methodology ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Introduction Purpose of the study Research objectives Research approach Overview of research methodology Quantitative research Qualitative research Research design Quantitative method Qualitative method In - depth interviews discussion guide Fieldwork Methods of analysis L imitations of the research methods Conclusion Analysis of Findings ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?