Sustainability, Brand Equity and Brand Benefits: Three fundamental concepts in Brand Management. An Analysis for The Nestlé Brand
González Alonso, Rodrigo (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111622885
https://urn.fi/URN:NBN:fi:amk-2022111622885
Tiivistelmä
This Final Degree Project, which is presented to obtain the degree in International Trade
of the University of León, studies different components of the brand management
spectrum. Firstly, sustainability and how companies have involved this macro trend in
their operations and how they have reorganized with respect to it is analyzed. Secondly,
brand benefits and its components, brand equity and the customer based brand equity
model and the customer commitment are analyzed.
Finally, the consumer's vision both in Switzerland and in Spain is shown through a series
of data analysis that try to contrast the theoretical part of the work from a practical
perspective taking the iconic Nestlé brand as an example.
of the University of León, studies different components of the brand management
spectrum. Firstly, sustainability and how companies have involved this macro trend in
their operations and how they have reorganized with respect to it is analyzed. Secondly,
brand benefits and its components, brand equity and the customer based brand equity
model and the customer commitment are analyzed.
Finally, the consumer's vision both in Switzerland and in Spain is shown through a series
of data analysis that try to contrast the theoretical part of the work from a practical
perspective taking the iconic Nestlé brand as an example.
Kokoelmat
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