Branding and Creating Brand Image for The Academy of Poetry in the gulf region and Arab World

By

ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

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DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTSii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

1.1 Background1

1.2 Problem statement2

1.3 Theoretical framework2

1.4 Culture and poetry in UAE3

1.5 Abu Dhabi Authority for Culture and Heritage and Poetry Academy4

1.6 Brand and culture5

1.7 Aim & Objectives of Research6

1.8 Research questions6

1.9 Structure of the Research7

1.9.1 Chapter 2: Literature Review7

1.9.2 Chapter 3: Methodology7

1.9.3 Chapter 4: Finding and Analysis7

1.9.4 Chapter 5: Conclusion and Implications8

CHAPTER 2: LITERATURE REVIEW9

2.1 Introduction9

2.2 Brand and branding defined10

2.3 What influences brand value?11

2.4 Measuring the value of a brand11

2.5 The Emergence of Cultural Branding12

2.6 Cultural Branding and the Affect-Emotion Gap13

2.7 Cost-oriented brand valuation14

2.8 Income Value-oriented brand valuation15

2.9 Price premium-oriented brand valuation15

2.10 Behaviour Scientifically-oriented models16

2.11 Brand value according to Keller16

2.12 The brand equity model of Aaker17

2.12.1 Brand loyalty18

2.12.2 Awareness of the brand name and trademark symbol18

2.12.3 Perceived Quality18

2.12.4 Group of associations19

2.12.5 Other advantages of brand19

2.13 Brand strength19

2.14 Effect of Co-Branding and Brand Perceptions20

2.15 Brand credibility21

2.16 Importance of Branding23

2.17 Creating Brand Awareness24

2.18 Marketing and Communication Mix26

2.19 Conclusion29

CHAPTER 3: METHODOLOGY30

3.1 Qualitative and Quantitative Design30

3.2 Data Collection Methods30

3.3 Sample size31

3.4 Treatment of the Data31

3.5 Research ethics31

3.6 Questionnaire32

3.7 Research Philosophy32

3.8 Confidentiality33

3.9 Validity34

3.10 Informed Consent34

3.11 Reliability (If using Questionnaire)35

REFERENCES36

CHAPTER 1: INTRODUCTION

The introduction chapter will provide the information about the background of branding, the purpose of this report and the research questions. Along with that it will also provide the aims and objective of the report.

1.1 Background

When a brand is frequently used by a consumer and has that consumer's trust, the consumer is more likely to respond favourably to its advertising. These same consumers will be the audience that notices the ads more frequently than those consumers who either do not use the brand or have a less than favourable opinion of it (Dahlen & Lange 2005, p.473-488). Brands that receive favourable responses are considered strong brands and those with less favourable responses are weak brands.

According to Keller's 1998 study, both strong and weak brands achieve "high market penetration and familiarity," but have different degrees of favourability and position within the market (as cited by Dahlen & Lange 2005 p.473-488). A brand's advertising can be effective without direct recall by the consumer. While the consumer may not be ...