Abstract
This paper gives the reader an investigation into the concept of brand equity in relation to the modern retail environment. The project considers the issue in relation to a number of other issues which have an impact on the retail sector considering, the changing nature of the retail market, the use of on-line elements of branding and how the concept of branding and brand equity interact with the modern retail consumer.
The paper gives the reader a complete set of research and includes, a comprehensive background, research aims and objectives, a specific methodology, literature review and a findings and analysis sections. The paper in conducting the research has made use of a variety of methods including both primary and secondary research methods using quantitative and qualitative data. Finally having conducted the research the paper gives an indication as to the limitations of the project and what subjects the researcher believes would be beneficial for further researchers to engage in, in future projects.

Outline:
1.0 Background
2.0 Research aims and objectives
3.0 Methodology
3.1 Research approach
3.2 Research philosophy
3.3 Primary research
3.4 Secondary research
3.5 Research Sample
3.6 Qualitative and quantitative data
3.7 Primary research analysis
3.8 Findings and analysis
3.9 Ethics health and safety
4.0 Literature review
4.1 Key Concepts
4.2 Consumer experience
4.3 The value of brand equity
4.4 Brand loyalty
4.5 On-line markets
4.6 Brand devaluation
5.0 Findings analysis
5.1 Primary research findings
5.2 Key trends
6.0 Conclusions
7.0 Personal reflections
8.0 Further research
Consumer Brands Questionnaire
Questionnaire Results (Quantitative questions)
Bibliography

From the Paper
"Over the past decades both the retail industry and the economy as a whole have seen some dramatic changes, in both trading conditions and the business models which have been adopted to react to such conditions.
"In the first case the very fabric of the retail business its self has changed, going through several business models. Two decades ago many in the retail sector operated on a small single branch basis, with locations in inner city areas and town centres. From the 1990's onwards the retail business model saw the introduction of the chain store. Stores such as Next pioneered the concept that consumers felt at ease being able to receive standardized products and services, served in more or less identical looking stores on a national basis. Further in the development of the business model, the location of such large national chain stores has also changed.
"Where stores were once previously sited in inner city areas and town centres, chain stores have become part of the out of town retail park revolution. To this day many retailers which operate with the traditional bricks and mortar outlet as the primary distribution channel operate from out of town locations. Such out of town locations in the retail sector range from the construction of single outlet retail site on the edge of town, most commonly favored by the supermarket chains. In addition the model has also seen the construction of entire retail "villages" dedicated to the retail experience and often having a singular theme such as discount outlets or luxury shopping malls."

Tags:brand, equity, retail, marketing, internet, commerce, consumer, positivist, ethics, on-line

Abstract
This paper discusses brand evolution and brand revitalization as described by Merrilees in an article that examines the issue in terms of two existing paradigms of brand evolution and uses Canadian Tire as an example. The paper notes Merrilees' point that specific principles as to how to revitalize a brand are generally lacking in the literature and considers some of the theoretical constructs he applies to the issue.

From the Paper
"Merrilees (2005) considers the importance of brand evolution in the general area of retail branding and how such evolution needs to be monitored and/or shaped as a way of revitalizing the brand. A brand loses some of its appeal over time unless this process is undertaken, though Merrilees notes that specific principles as to how to revitalize a brand are generally lacking in the literature. Merrilees refers to the process as rebranding and calls this "a major aspect of marketing" and as "critical for growing the brand" (para. 3). Merrilees examines the issue in terms of two existing paradigms of brand evolution and uses Canadian Tire as an example."

Tags:brand, revitalization, marketing

Abstract
This paper uses the brand report card (BRC) to assess the brand strengths and identities of rivals Coke and Pepsi. The paper explains the concept of the BRC.

From the Paper
"The Brand Report Card (BRC) is a concept broached by Kevin Lane Kellerin, his Harvard Business Review article by the same name, identifying ten attributes shared by the world's strongest brands. The brand excels at delivering the benefits customers truly desire, uncovering unmet consumer needs and wants. The brand stays relevant through product improvements that provide better value for customers and by keeping it in line with consumers' tastes, market conditions and new trends that are applicable to the product..."

Tags:brand report card, BRC, Coke, Pepsi, branding, brand identity

Abstract
This paper addresses a component of Fisher-Price/Mattel's brand equity--its management of the brand--arguing that the recent massive recalls of its toys for safety issues related to manufacturing in China should be addressed if brand equity is to be retained.

From the Paper
"The Fisher-Price brand claims ... percent brand awareness among adults with children in the U.S. and a ... percent awareness level in Westernized markets such as Europe, Mexico, Canada and Australia. (Manning-Schaffel) This is a stellar level of brand equity that the company has achieved and maintained through the quality, durability and child-appropriateness of its toys, as well as by virtue of the fact that children love playing with Fisher-Price toys. The management of Fisher-Price's brand equity is not so stellar, however. A vital component..."

Tags:brand equity, China, recall, safety, Mattel, brand management

Abstract
The paper provides an analysis of four critics' views on Nathaniel Hawthorne's short story, "Ethan Brand." The paper reviews the plot of the story and examines Brand's innate value system and the value system of his society. The paper concentrates on Brand's quest to commit the "unpardonable sin."

From the Paper
"Critical Analysis of Nathaniel Hawthorne's "Ethan Brand." Nathaniel Hawthorne's short story "Ethan Brand" is the tale of a man who upsets the balance between his own innate values system and that of a society whose applause he craves. He is presented by Hawthorne as having a heart of marble, impenetrable by real morality and solidified by the workings of pride. The Biblical concept of the Unpardonable Sin is used as the target of the protagonist's quest to locate himself in a world steeped in intellect and reason."

Tags:Nathaniel, Hawthorne, Ethan, Brand

Abstract
This paper reviews five different articles about brand equity. The paper examines how each article treats the consequences of an organization adopting a brand equity stance. The paper also discusses the different meanings of the term brand equity to marketers vs. accountants.

Tags:literature review, brand equity

Abstract
The paper examines Unilever's innovative management of its flagship Dove brand through a strategic initiative called "Path to Growth". The paper reveals that the "Path to Growth" initiative was based on research on customers' perceptions, preferences and motivations. The paper provides an overview of the theories and concepts of consumer motivation and identifies the five specific steps in the "Path to Growth" initiative. The paper shows how the initiative capitalized on satisfying customers in the short-term and further strengthening loyalty over the long-term. The paper contains a table.

Outline:
Introduction
Product and Brand Overview
Theory Overview
Applying the Concepts of Motivation and Perception
Conclusion

From the Paper
"Unilever made the decision to launch an additional 13 variations of products based on the Dove brand as of January, 2003 in the U.S. market (Unilever Investor Relations). Extending the brand was underwritten by a $110 million investment in marketing support (Cole, 2004) with the company publicly stating their objective of capturing 5 percent of the $1.8 billion shampoo and conditioner market (Unilever Investor Relations). Unilever claims in their investor relations material, annual reports and presentations by key executives that the company consistently delivers between 12% to 15% growth in the U.S. (Unilever Investor Relations, 2009). Unilever realized that for Dove to continue to profitably grow as a brand it would require re-positioning and an entirely new unique value proposition, which was the impetus for creating the "Campaign for Real Beauty" integrated marketing campaign that features not models, but real women from everyday life (Toane, 2007)."

Tags:customer, perceptions, preferences, motivations, Maslow, Herzberg, brand, loyalty

Abstract
This paper discusses how Kraft Nabisco can position its brand and uses the example of the Cheese Nips product as compared with Sunshine's Cheez-Its to improve its brand differentiation, formulate its media strategy, and revamp its package design.

From the Paper
"The Kraft Nabisco brand needs a revamp both at the brand level and at the product level. While both the Kraft brand and the Nabisco brand have great longevity and are well recognized, placing both brand logos on a Kraft Nabisco product is confusing and cannibalistic. On the Cheese Nipspackage, for example, the familiar Nabisco triangle appears in the upper lefthand corner of the box, while the Kraft logo appears in the upper center of the box above the product name. Adding to the..."

Tags:positioning, marketing, global, brand, Kraft Nabisco, Sunshine, Cheese Nips, Cheez-Its

Abstract
This paper discusses Susan Fournier's concept of brand relationships, applying it to both Verizon and Disney and concluding that it is valid.

From the Paper
"In Susan Fournier's article, "Consumers and their brands: Developing relationship theory in consumer research", the author posits that customers have relationships with their brands and that brands can be relationship partners for customers. This paper will examine Fournier's argument in the light of brand relationships that customers have with Verizon and Disney, asserting that Fournier is indeed correct and customers can have relationships with brands. Fournier maintains that in order..."

Tags:marketing, brand, brand relationship, Fournier, Disney, Verizon

Abstract
This paper explains that the article "Customer/Brand Loyalty in an Interactive Marketplace," by Don Schultz and Scott Bailey identifies why some customers simply stop being brand-loyal for no apparent reason. The author points out the relationship between marketing research and marketing strategies and tactics based on the article.

From the Paper
" In "Customer Brand Loyalty in an Interactive Marketplace", Don Schultz and Scott Bailey explain the goal of marketing research ... developing loyal customers...but identify a glaring disconnect between the loyalty that marketing research indicates will occur and the measure of loyalty that actually occurs. According to Schultz and Bailey customers who claim satisfaction in various research situations often drift away from the company or the brand anyway. Even customers who have exhibited brand or company loyalty through their purchases over time sometimes simply ...."

Tags:marketing research, marketing strategies, tactics, brand loyalty, customer loyalty