Management Theory and Studies for Rural Business and Infrastructure Development, Volume 36, Number 2

A new brand strong association buyers of creation, positioning new food product equity

Arvydas Bakanauskas, Vitalija Vanagienė

Abstract

The food market notable new brands, new food growing number range. Becomes relevant to the question of how to successfully position the new brand, raising strong associations, which were formed by other elements of the brand equity: identity, awareness, image, reputation, loyalty, distribution. There is new emphasis on the relevance of the food equity of importance. The aim of the article – to provide a new brand new food products equity on the market positioning, the creation of a strong association model. This model lacks not only the construction of a new brand equity concept, but also the process of identification . To achieve the objective, the paper presented a new brand equity concept of the equity of food in the context of the criteria. Theoretical methods to analyze the context of the still little systematic re-branding of a new food product on the market equity of the positioning, the creation of a strong association aspects, which, according to the principle of the algorithm to structure the process model. This model is recommended to use in order to successfully integrate the new brand equity new food product equity on the market. This model is recommended to refer to the area of marketing science and practice of professionals in order to better integrate the new brand new food product on the market. The model is recommended to determine the eligibility simulation study and expert opinion.

JEL codes: M31, M39.

Keyword(s): new brand, brand equity, a new food product brand equity criteria, development, positioning, strong association


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DOI: http://dx.doi.org/10.15544/mts.2014.017

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