Page 32 - Fisherman's Friend Teaching Note
P. 32
For any business it is difficult to gain new customers and
relatively easy to lose the existing ones. For this reason,
brand loyalty is seen as the core of a brand’s equity.
Brand awareness is ‘the ability of a potential buyer to
recognize or recall that a brand is a member of certain
product category’
Relation between LOF effect and brand equity within
Internationalization-performance concept.
LOF
BRAND
CLUSTER
EQUITY REPUTATION
CONSUMER’S PERCEPTION
INTERNATIONALIZATION-PERFORMANCE
