Research On SRB Company Brand Equity In Mongolia

Brand equity has drivers such as brand structure and positioning,brand strategy,and customer characteristics.I use revenue premium as the retail level measure of brand equity and decompose it into price and volume premiums.Then,I explore the effects of different brand equity drivers on these premiums.Brand structure and positioning,brand strategy and customer characteristics contribute significantly to the changes of the brand market performance measured with price,volume and revenue premiums.Then I examine the association between consumer-based brand equity and brand market performance,and the moderators of this association.I explore a comprehensive set of market performance measures(penetration,loyalty,market share,price,and revenue).The results show that customer-based brand equity provides incremental explanatory power for brand market performance beyond the explanation by a wide array of performance determinants identified in this thesis.Furthermore,the equity-performance association is moderated by a set of product and category features,as well as the firm brand strategy.I surveyed to see whether Companies benefit from having multiple brands across different areas.Moreover,Brand positioning;it is considered to be the most sensitive element to take the brand to the sky or to its downfall,marketers try hard to come up to the mark of the consumers because every consumer is different and have a different mindset and contains different perceptions and different value.This research is conducted to see an impact of brand positioning strategies on consumer's perception.This study identifies the best way of positioning a Brand so that the Leather product Companies will be successful under the current competitive Market.The thesis discusses various challenges concerning Leather product companies and how to overcome them.Mongolia received Aid from the then Soviet Country Czechoslovakia and National engineers went to study in Germany and Poland so that they could develop the leather industry in Mongolia.The study also talks about the importance of Brand name which helps fashion designers to gain recognition in the industry and differentiate themselves from others who are in the same fashion industry.The objective of this study is to introduce Mongolian leather products into Chinese Market and Study 'SRB'company plant's industrial process planning in relation to socio-economic factors.This Study shows how the Tanning industries cause problems to the environment and how to solve them.It goes further talking about Brand loyalty and how people are committed to a certain Brand.Measuring the effectiveness of the brand strategy is a difficult task.I discussed an approach to measure strategy through the application of brand score and brand equity as a tool.The study was done,and brand score was calculated by the responses of 100 people.Also,I did the study by calculating brand equity using the same respondents for the same brands.Top three brands in leather handbags,leather shoes,and leather Jackets segments were selected for the study.SRB Company brand score had higher brand equity index when compared to Darkhan nekhii and Best shoes Company.This shoes that strategy is working well in its Company.