Masstige Scale & Model for Brand Equity Measurement

Dr.Justin Paul (PhD), Professor University of Puerto Rico, USA; University of Reading, UK

By understanding the Masstige Scale and Model for Brand Equity Measurement, marketers can better target their products to the right customer base and develop strategies that will help increase sales. This course can help marketers understand how to create a successful brand and increase profits.

€ 9.00 EUR

  • Language: English
  • Video time: 1.5 h
  • Level: Advanced

Masstige Marketing Course

Description

The Masstige Scale and Model are invaluable tools for marketers who are looking to increase the success of their product or service. The Masstige Scale measures the perceived prestige of a brand and its relative value to the customer, while the Model for Brand Equity Measurement provides a framework for understanding the factors that contribute to brand loyalty.

By understanding the Masstige Scale and Model for Brand Equity Measurement, marketers can better target their products to the right customer base and develop strategies that will help increase sales. This course can help marketers understand how to create a successful brand and increase profits.

Through engaging lectures and practical exercises, marketers will learn how to effectively target their products and services to the ideal customer base, enabling them to tap into previously untapped markets and drive exponential growth. From crafting compelling brand narratives to developing innovative marketing strategies, this course equips marketers with the tools and knowledge needed to build successful brands and maximize profitability.Join us in unlocking the potential of Masstige Marketing, and embark on a journey that will revolutionize your approach to brand building, customer engagement, and long-term business success.

About this course

  • To illustrate the complexities of managing global operations and the challenges and opportunities in a foreign market and to determine how to use the marketing mix four Ps effectively to attain “sustained success.”
  • To develop a Score Scale to measure the effectiveness of “masstige marketing” for different brands.

By taking this course you will...

  • What is Masstige?
  • How do you create prestige keeping prices high & constant?
  • Stage-by-stage model for Masstige Marketing
  • The Masstige Value creation approach
  • The RO, Data & Methods of Masstige
  • Case of Louis Vuitton: from France to Japan
  • Masstige Marketing Strategy: the Pyramid Model
  • Introducing MMSS as a Measure

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What is the main purpose of Masstige Theory?

To present a "masstige marketing" score scale that measures the value of a brand's mass prestige and compares it to the value of rival brands in order to gain knowledge about the brands' level of popularity.

Dr.Justin Paul

Currently, Dr. Justin Paul is the editor-in-chief of the International Publication of Consumer Studies (IJCS), a 45-year-old international academic journal that has received an A rating from the Australian Business Deans Council. A former member of the University of Washington faculty, he currently holds dual appointments as a Ph.D. & MBA program professor at the University of Puerto Rico in the United States and the University of Reading in the United Kingdom.Dr Paul has written or co-authored publications for McGraw-Hill, Oxford University Press, and Pearson including Business Environment (4th ed), International Marketing, Services Marketing, Export-Import Management, and Management of Banking & Financial Services. The International Business Review, Journal of Business Research, European Management Journal, and Asian Business Review all employ or have employed Dr.Paul as an Associate or Managing Editor.
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