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C/M/1554. Dissertation. Family branding versus individual branding

WORDS:
15500
DATE:
2010
PRICE:
159.99 GBP

The core aim of this dissertation is to analyse the benefits of a family branding approach in comparison to the individual branding approach in the light of a firm’s stakeholders’ perception. The researcher has developed a range of specific objectives, which include: to analyse the pros and cons of both family and individual branding techniques in the context of stakeholder’s perception, to understand the strategies adopted by firms in effective and efficient brand building with respect to family and individual branding, and to recommend brand building framework in the light of key findings of the current research. This dissertation adopts a qualitative research approach. Primary data collection was through the use of a survey questionnaire with 65 respondents and secondary data collection was procured from existing literature. The dissertation compares two Caribbean based companies, St. Lucia Distilleries and Angustora Ltd with a view to analysing family versus individual branding strategies.

 

KEYWORDS: Dissertation, branding, stakeholders, marketing, individual branding, family branding, brand building, customer relationship management, CRM, St. Lucia distilleries, angustora Ltd,

 
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