The Importance of Brand Equity Evaluation in Order to Have a Powerful Brand in Juice Market on the Example of Bliss. Essay

4892 Words20 Pages
The importance of brand equity evaluation in order to have a powerful brand in juice market on the example of Bliss. Nowadays brand becomes a powerful weapon of competition and an instrument for creation the business reputation and customer loyalty in the market. Also, the brand contributes to the realization of the mission and strategic goals of the organization. The term brand equity refers to the value of company in the market. Keller stated (1998) that building a strong brand in the market is the goal of many companies in order to get several advantages, including less vulnerability to competitive marketing actions, greater intermediary co-operation and brand extension opportunities. Moreover, a set of brand assets and liabilities linked to a brand, its name and symbol that adds to or detracts from the value provided by a product to a firm. Brand equity is treated as an intangible asset that increases the market value of the firm. Brand equity is the process of not only creating ownership for a particular brand but the value of that ownership.Companies with high brand equity have the opportunity for successful extensions, resilience against competitors' promotional pressure and creation of barriers to competitive entry. The range of drinks in Uzbekistan is very wide and people have a variety of juice products in the stores of supermarkets. It is hard for consumers to choose a particular juice which satisfies their needs. The group of companies «AGROMIR» is a number of companies for the development, production and distribution of fresh juices, nectars and juice concentrates in Uzbekistan. The brand «Bliss» offers its customers a wide selection of different types of packages that are convenient to use. The aim of this research is to accomplish the importance of brand equity of in order to have a powerful brand and give recommendations for managing brand

More about The Importance of Brand Equity Evaluation in Order to Have a Powerful Brand in Juice Market on the Example of Bliss. Essay

Open Document