How to create a cohesive brand that is seen, heard and remembered. Case study: The Importance of core brand value and brand equity.

How to create a cohesive brand that is seen, heard and remembered. Case study: The Importance of core brand value and brand equity.

1. IDENTIFY THE RESEARCH GAP FOR YOUR RESEARCH? (MESSAGE TO THE WRITER: PLEASE WRITE A CONSISTENT PARAGRAPH HERE ABOUT TWO PAGES)
(This is a definition of a research gap: If you’re going to pass your PhD you need to contribute some new knowledge about something. That means you need to be able to

establish what is usually referred to as “a gap in the literature” i.e. something that has not yet been researched. Mapping out the literature is a major job in

itself. You need to be able to articulate what previous studies have shown and use this as the means of pointing toward things that are not yet known. Try to find an

empty square and be clear about the contents of adjacent squares. Miles and miles of clear white space around your own interest might mean that you have found

something really interesting that no-one has ever thought to research. )

2. WHAT IS THE PURPOSE OF THIS LITERATURE REVIEW? IS THIS PURPOSE MET?

3. DOES THE REVIEW ASSIST IN WORKING TOWARDS PHD OBJECTIVES?

4.IS THE MATERIAL IN THE REVIEW NEW, DOES IT CONTRIBUTE NEW INSIGHTS AND IDEAS, AND MAKE A USEFUL CONTRIBUTION TO KNOWLEDGE?

5.WHAT ARE THE MAIN THINGS THAT COME OUT FROM THE REVIEW THAT ARE NEW, USEFUL AND CAN HELP INFORM THE APPICANTS OWN RESEARCH?

6. HOW WILL THESE INSIGHTS SPECIFICALLY ASSIST THE APPLICANTS OWN RESEARCH?

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