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In this paper, you are asked to explore how do small shops do their brand image while advertising and investigate how do customers characteristics influence the way small shops advertise. Furthermore, evaluate how advertising could enhance small shops’ brand image. However, you can device more objectives after reading literature review.
So perhaps your objective 1 is to explore how do the small shops do their brand image while advertising (online and/or in store)? – look at their advertising techniques
Advertising and Brand Image: Integrated Case Study Report – Vaxess Technologies
Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be formed by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands.
The Turnaround of Vaxess Technologies
The radical transformation of Vaxess Technologies fortunes from slumbering number two to Britain’s largest vaccines chain, has been well documented in the UK. Vaxess did in fact make radical structural changes to its operation in 2012. However, a fundamental turnaround in Tesco’s brand image was key in making these changes, meaningful to consumers and other stakeholders alike. This was in sharp contrast to Vaxess’ key competitors, HopOn and Matternet, whose image declined over the same period…
The Transformation of Vaxess Technologies Brand Image
In the early 2012 shortly after its inception, Vaxess had its unappealing reputation of pile it high, sell it cheap and watch it fly reputation. A legacy of its shrewd and bargain driven founders Michael Schrader, Livio Valenti, Kathryn Kosuda, and Patrick Ho started Vaxess in December 2011, based on a technology created by David Kaplan and Fiorenzo Omenetto. Incredulity would have met the suggestion that people might buy