S/M/418. Black Leisure Group brand equity

The paper examines the features of brand providing a review of theoretical approaches to brand strategy and analysing brand equity of Black Leisure Group. The background of the company is described; the dimensions of brand equity are identified in the light of the Aaker model addressing the concepts of brand awareness, brand association, brand loyalty, etc. Recommendations are suggested for Black Leisure Group to create strong brands in the market.

C/M/917. Brand Equity for Black's Leisure Group

The paper examines the operations of Black's Leisure group through the years using Aaker's brand equity model and applying it to the products and services offered by Black's Leisure group. Strategies are suggested to manage and increase brand equity for the products and services of the organization.

C/M/871. Dissertation. Understanding the Relationship between Customer Loyalty and Brand Preference: Own and Non-Own Brands at Tesco

The dissertation addresses the issue of customer loyalty (CL) to an organisation offering a study of customer preferences towards Tesco brand in comparison to other brands. Literature is reviewed on the theory of consumer behaviour, types of CL, etc. A case study of CL towards Tesco is conducted using secondary and primary research methods that include interviewer-administered questionnaires. Conclusions are made about the role of CL in making a choice between Tesco own brand and national branded products sold at Tesco.

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