Brand management. Measuring the brand equity of Decathlon in Portugal


Term Paper (Advanced seminar), 2016

37 Pages, Grade: 1.5


Excerpt


Table of Contents

Introduction

Market Environment
Decathlon
Main Competitors
Nike
Adidas
Sport Zone

Brand exploratory
Methodology
Brand Salience
Brand Performance
Brand Imagery
Brand judgements
Brand feelings
Brand relationship: Resonance
Points of parity (POP) and Points of difference (POD)
Findings
Conclusions and Recommendations
Limitations

REFERENCES

Table of pictures and figures

Appendix
APPENDIX 1 - Demographics
APPENDIX 2 - Perceived Brand Knowledge and Occasions for Buying
APPENDIX 3
APPENDIX 4 - In-depth interview questions
APPENDIX 5 - Survey - Sportswear & Sports equipment brands

Excerpt out of 37 pages

Details

Title
Brand management. Measuring the brand equity of Decathlon in Portugal
College
Católica Lisbon School of Business & Economics
Grade
1.5
Authors
Year
2016
Pages
37
Catalog Number
V354882
ISBN (eBook)
9783668420472
ISBN (Book)
9783668420489
File size
1154 KB
Language
English
Keywords
Brand management, Decathlon, Brand, Marketing, Brand equity, Brand salience, Branding, Measuring brand equity
Quote paper
Benyi Heider (Author)Daniela Martins (Author)Ivana Cizmar (Author)Miguel Loures (Author)Rita Barakat (Author), 2016, Brand management. Measuring the brand equity of Decathlon in Portugal, Munich, GRIN Verlag, https://www.grin.com/document/354882

Comments

  • No comments yet.
Look inside the ebook
Title: Brand management. Measuring the brand equity of Decathlon in Portugal



Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free