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Effectiveness of place branding strategy in Imus, Cavite / by Rose Ann F. Legaspi.

By:

Legaspi, Rose Ann F [author]

Contributor(s):

Estrada, Daisy H [adviser]

Material type: Text

TextLanguage: English Publication details: Imus, Cavite : 2009. Cavite State University- Main Campus,Description: xv, 64 pages : 28 cm. illustrationsContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

658.8 L52 2009

Online resources:

Click here to view thesis abstract and table of contents Includes bibliographical references.

Production credits:

College of Economics, Management, and Development Studies (CEMDS)

Abstract: LEGASPI, ROSE ANN F. Effectiveness of Place Branding Strategy in Imus, Cavite Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Imus, Cavite. March 2009. Adviser. Daisy H. Estrada. The study attempted to evaluate the effectiveness of place branding strategy in Imus, Cavite. The municipality of Imus with the assistance of EON has devised a brand platform development to shape the municipality's brand personality. Imus has the brand visual identity of being the Flag Capital of the Philippines. The place branding strategy of Imus Municipality is to have brand ambassadors who will passionately and effectively promote the Imus brand. This study aimed to identify the demographic profiles of the respondents, to identify the material and immaterial strategies employed by the municipality of Imus in order to achieve its place branding strategy, and to analyze the effectiveness of place branding strategy as perceived by Imus residents in terms of level of recognition, level of awareness, level of acceptance, and level of promotion. This study will primarily benefit Marketing students, Imus Municipality, and Imus Residents. The study covered the place branding of Imus from November 2008 to March 2009 only. Stratified sampling was used where the municipality was divided into nine clusters. Slovin's formula was employed to get the sample size of 399. Descriptive statistics was used in the study. Liken scale was used in determining the level of influence, awareness, and effectiveness. Descriptive analysis and historical analysis was employed in the study. Results of the study represent that more than half of the respondents were informed of Imus Flag Capital and accepts the Imus brand. Sixty five percent of the informed respondents were willing to become brand ambassadors for Imus. Continuous intensive campaign of the Imus brand is recommended in order to attain more positive results and to strongly create an established identity.

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Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	658.8 L52 2009 (Browse shelf(Opens below))		Link to resource	Room use only	T-3999		00007845

Thesis (BSBM--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

LEGASPI, ROSE ANN F. Effectiveness of Place Branding Strategy in Imus, Cavite Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Imus, Cavite. March 2009. Adviser. Daisy H. Estrada.
The study attempted to evaluate the effectiveness of place branding strategy in Imus, Cavite. The municipality of Imus with the assistance of EON has devised a brand platform development to shape the municipality's brand personality. Imus has the brand visual identity of being the Flag Capital of the Philippines. The place branding strategy of Imus Municipality is to have brand ambassadors who will passionately and effectively promote the Imus brand. This study aimed to identify the demographic profiles of the respondents, to identify the material and immaterial strategies employed by the municipality of Imus in order to achieve its place branding strategy, and to analyze the effectiveness of place branding strategy as perceived by Imus residents in terms of level of recognition, level of awareness, level of acceptance, and level of promotion. This study will primarily benefit Marketing students, Imus Municipality, and Imus Residents.
The study covered the place branding of Imus from November 2008 to March 2009 only. Stratified sampling was used where the municipality was divided into nine clusters. Slovin's formula was employed to get the sample size of 399. Descriptive statistics was used in the study. Liken scale was used in determining the level of influence, awareness, and effectiveness. Descriptive analysis and historical analysis was employed in the study. Results of the study represent that more than half of the respondents were informed of Imus Flag Capital and accepts the Imus brand. Sixty five percent of the informed respondents were willing to become brand ambassadors for Imus. Continuous intensive campaign of the Imus brand is recommended in order to attain more positive results and to strongly create an established identity.

Submitted to the University Library 05/25/2009 T-3999