Browsing by Author "TOBBAKH, Nor El Houda"

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    The strategic choice of branding and brand equity Case study: LU Algeria
    (Ecole des Hautes Etudes commerciales, 2017-06) TOBBAKH, Nor El Houda; BOUKHATEM, Mustapha (Directeur de thése)
    In a competitive market, branding became a top management priority companies are developing strategies to create value and strengthen their brand equity in order to be one step ahead of their rivals; they realize that strong equity is directly linked to accelerated revenue growth and improved returns to shareholders. Branding creates an unbreakable long term relationship with the brand that forms in the minds of the customers through their accumulated experience with that brand. These experiences contribute to increased consumer trust and loyalty and result in building strong equity. In this dissertation we attempt to study the strategic choice of branding and brand equity.