Excerpt
Table of Contents
Abbreviations and Symbols
Illustrations
Tables
1 Introduction
1.1 Problem
1.2 Aim of this work
1.3 Structure of this work
2 Branding
2.1 History of Branding
2.2 Brand Definition
2.3 Self-Image and Brand Image
2.4 Brand Name and Logo
2.5 Brand Strategy
2.5.1 Individual Brands
2.5.2 Extension and Stretching
2.5.3 Family Branding
2.5.4 Brand Entertainment
2.5.5 Product Placement
2.5.6 Ingredient Branding
2.6 Brand Equity
2.6.1 Monetary Valuation
2.6.2 Behavioural Valuation-Models
2.6.3 Combination of Monetary and Behavioural Models
3 Consumer Choice
3.1 Basics of Buying Behaviour
3.1.1 Categories of Buyers
3.1.2 Roles of Buyer
3.1.3 Basic Buying Process
3.1.4 Consumer’s Fashion Adoption Process Model
3.2 The Consumer
3.2.1 Involvement
3.2.2 External Influence Factors
3.2.3 Internal Influence Factors
3.2.3.1 Cultural factors
3.2.3.2 Social factors
3.2.3.3 Personal factors
3.2.3.4 Psychological factors
3.2.3.4.1 Motivation
3.2.3.4.2 Perception
3.2.3.4.3 Attitude
3.2.3.4.4 Learning
4 Puma
4.1 History of Puma
4.2 History of Puma as a Brand
4.3 Brand Strategy
4.3.1 Puma’s Four-Phase-Strategy-Plan
4.3.2 Brand Extension and Stretching
4.3.3 Brand Entertainment
4.3.4 Product Placement
4.4 Brand Image
4.5 Effect on Puma’s economical Development - brand equity
4.5.1 Annual Report
4.5.2 Puma’s Brand Equity
5 Summary and Conclusion
5.1 Critical View on Branding and Brand Equity Evaluation
5.2 Critical View on Puma as a Brand
5.3 View into the Future
6 Sources
6.1 Internet-Sources
6.2 Literature-Sources
- Quote paper
- Dipl. Wirt.-Inf. (FH), Dipl. Kfm. (FH), BBA Andreas Schutt (Author), 2009, The effect of branding on the development of a company with an example of Puma, Munich, GRIN Verlag, https://www.grin.com/document/177238
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