the study of integrated marketing communication on high and low
... Consumers in the marketplace today’s always consume the media and its information when they make a decision, it might from both their internal and external environment; perception, feeling, product idea/concept and marketing communication to make them believe in brand. Low or High involvement produc ...
... Consumers in the marketplace today’s always consume the media and its information when they make a decision, it might from both their internal and external environment; perception, feeling, product idea/concept and marketing communication to make them believe in brand. Low or High involvement produc ...
Centre for Marketing - Research
... makes it easier to continue to deal with this airline or it offers financial advantages to the consumer) (Cunningham 1961; Hammond 1997; Stern and Hammond 1998). While empirical evidence for behavioral loyalty is strong and extensive, it is somewhat equivocal for attitudinal loyalty. In large part t ...
... makes it easier to continue to deal with this airline or it offers financial advantages to the consumer) (Cunningham 1961; Hammond 1997; Stern and Hammond 1998). While empirical evidence for behavioral loyalty is strong and extensive, it is somewhat equivocal for attitudinal loyalty. In large part t ...
price promotion, quality and brand loyalty
... industry. In what follows, I will try to contribute to accepted knowledge of price promotion and its effect on customer brand loyalty. The main purpose of the thesis is to describe and analyze how customer behavior and brand loyalty are influenced by price promotions. The basic assumption is that pr ...
... industry. In what follows, I will try to contribute to accepted knowledge of price promotion and its effect on customer brand loyalty. The main purpose of the thesis is to describe and analyze how customer behavior and brand loyalty are influenced by price promotions. The basic assumption is that pr ...
Chapter 3 Literature Review of Sales Promotion
... 5. Innovation: such as share of turnover due to new products. 6. Financial measures: advertising expenditure or brand valuation. Multinationals such as Coca Cola, PepsiCo, McDonald‘s, IBM and many others have marketing metrics in place that are used globally to measure and track brand equity. ...
... 5. Innovation: such as share of turnover due to new products. 6. Financial measures: advertising expenditure or brand valuation. Multinationals such as Coca Cola, PepsiCo, McDonald‘s, IBM and many others have marketing metrics in place that are used globally to measure and track brand equity. ...
Driving customer loyalty: moving from wishes to actions
... arm are much more likely to purchase another vehicle from that brand and dealer. This data has spurred more than one manufacturer to increase efforts to educate dealer salespeople to drive purchases through their captive financing organization. The good news is that anything that can be measured can ...
... arm are much more likely to purchase another vehicle from that brand and dealer. This data has spurred more than one manufacturer to increase efforts to educate dealer salespeople to drive purchases through their captive financing organization. The good news is that anything that can be measured can ...
Full PDF - International Journal of Management Sciences
... perception on the lack of competitive advantage, together with satisfaction; Transferring experiential markets that offer close engagement with consumers in a memorable thing; All the action of an organization that contributes all the actions of the organizations that can contribute to experience on ...
... perception on the lack of competitive advantage, together with satisfaction; Transferring experiential markets that offer close engagement with consumers in a memorable thing; All the action of an organization that contributes all the actions of the organizations that can contribute to experience on ...
2.2. Brand building.
... feature of having a brand is being identified by consumers. Having identity allows customers to differentiate the company from the competition. It helps them assign past experiences, like the consequences of using the product, to specific manufacturer or distributor. What is more, by using brand bui ...
... feature of having a brand is being identified by consumers. Having identity allows customers to differentiate the company from the competition. It helps them assign past experiences, like the consequences of using the product, to specific manufacturer or distributor. What is more, by using brand bui ...
A study of factors affecting a firm`s global brand name strategy
... Finally, the sound of a brand name, the literal meaning, as well as its association are relevant elements to take in consideration while developing a global brand name across countries (Lehman, 2004). ...
... Finally, the sound of a brand name, the literal meaning, as well as its association are relevant elements to take in consideration while developing a global brand name across countries (Lehman, 2004). ...
KYMENLAAKSON AMMATTIKORKEAKOULU University of Applied Sciences Thi Minh Phu, Nguyen
... Nowadays, after 150 years of development, Möller‟s products are not only sold in 9 home markets with approximately 90 million consumers but also exported to more than 30 countries. Among these sales, there are nearly 75 per cent of Möller‟s products sold in the Nordic countries. (Axellus, 2010.) 1.2 ...
... Nowadays, after 150 years of development, Möller‟s products are not only sold in 9 home markets with approximately 90 million consumers but also exported to more than 30 countries. Among these sales, there are nearly 75 per cent of Möller‟s products sold in the Nordic countries. (Axellus, 2010.) 1.2 ...
Global Brands in a Semiglobalized World: Securing the Good and
... always come true, as the competitive environment of markets may vary. Yet real leadership brands must aspire to being leadership brands in all markets. For most global brands, the product mix will vary to meet local consumer needs and competitive requirements. For example, both Coca-Cola and Pepsi-C ...
... always come true, as the competitive environment of markets may vary. Yet real leadership brands must aspire to being leadership brands in all markets. For most global brands, the product mix will vary to meet local consumer needs and competitive requirements. For example, both Coca-Cola and Pepsi-C ...
Managing Brand Equity
... recipients of marketing activity and consequently branding is not something done to consumers, but rather something customers do things with. Brands can be seen developing through evolutionary stages. At one extreme are brands that are unknown to most buyers in the marketplace. Further, there are br ...
... recipients of marketing activity and consequently branding is not something done to consumers, but rather something customers do things with. Brands can be seen developing through evolutionary stages. At one extreme are brands that are unknown to most buyers in the marketplace. Further, there are br ...
Pharmaceutical Branding Strategies
... A correctly observed brand analysis process involves a lot of hard work and can be heavy going. However, the entire process is normally redeemed by the satisfaction experienced as each phase is completed and the functional and emotional territory truly occupied by the brand is revealed. The need to ...
... A correctly observed brand analysis process involves a lot of hard work and can be heavy going. However, the entire process is normally redeemed by the satisfaction experienced as each phase is completed and the functional and emotional territory truly occupied by the brand is revealed. The need to ...
chapter 2 literature review
... To create excellent customer experiences, it’s essential to gain deep insight into the customer’s needs and wants. In other words, brands are multifaceted and complex—certainly much more than a name or image. If a consumer is not aware of a brand, they will never consider it even though it may be ju ...
... To create excellent customer experiences, it’s essential to gain deep insight into the customer’s needs and wants. In other words, brands are multifaceted and complex—certainly much more than a name or image. If a consumer is not aware of a brand, they will never consider it even though it may be ju ...
Untitled - The Marketing Society
... require a hard-nosed analysis of the potential of the business of silo units using cross-silo data plus specialised frameworks and methods that will seldom be developed outside of a central marketing unit. Without centrally driven discipline, allocation is usually made by political forces with each ...
... require a hard-nosed analysis of the potential of the business of silo units using cross-silo data plus specialised frameworks and methods that will seldom be developed outside of a central marketing unit. Without centrally driven discipline, allocation is usually made by political forces with each ...
International Marketing Communication in Mobile Phone Industry
... phone industry which occupies the noticeable proportion of contribution to the overall market share within the whole product category. As IMC is aiming at realizing the effective and efficient brand marketing communication basing on the target consumers’ needs and wants, the Consumer Behavioral Char ...
... phone industry which occupies the noticeable proportion of contribution to the overall market share within the whole product category. As IMC is aiming at realizing the effective and efficient brand marketing communication basing on the target consumers’ needs and wants, the Consumer Behavioral Char ...
`Check the Rhyme`: A Study of Brand References in Music Videos
... Tapper and Thorson 1994). However, in other ways, consuming music videos may be different from consuming film, television or video games. Not only are music videos shorter in length than these other mediums but they also provide insight into the personal style of recording artists (Englis 1991). Als ...
... Tapper and Thorson 1994). However, in other ways, consuming music videos may be different from consuming film, television or video games. Not only are music videos shorter in length than these other mediums but they also provide insight into the personal style of recording artists (Englis 1991). Als ...
Types of Cause-Related Marketing
... current/past sponsorships are just some of the factors taken into consideration when ...
... current/past sponsorships are just some of the factors taken into consideration when ...
The Influence of Cause-Related Marketing on
... Moriarty (1997) concluded that the level of importance of a cause influences response, because consumers will sooner buy cause-related products when the cause is important to them. It is therefore important for organizations to realize what kind of causes are important to their target market and use ...
... Moriarty (1997) concluded that the level of importance of a cause influences response, because consumers will sooner buy cause-related products when the cause is important to them. It is therefore important for organizations to realize what kind of causes are important to their target market and use ...
Relationship and loyalty marketing
... Relationships must be developed and sustained because as loyalty increases, the lifetime value of a customer also increases. Frequentguest programs (sometimes mistakenly called loyalty programs) can help sustain and even increase loyalty, but only if they are designed properly and help to communicat ...
... Relationships must be developed and sustained because as loyalty increases, the lifetime value of a customer also increases. Frequentguest programs (sometimes mistakenly called loyalty programs) can help sustain and even increase loyalty, but only if they are designed properly and help to communicat ...
439220 Impact of branding indicators on a company share price Rofhiwa Razwiedani
... way for these companies to differentiate their products from their competitors’ is through brands (Aaker, 1991). Ghodeswar(2008) also stated that a brand creates an advantage over competing brands, which results in companies achieving high sales in such competitive environments. “Marketing decisions ...
... way for these companies to differentiate their products from their competitors’ is through brands (Aaker, 1991). Ghodeswar(2008) also stated that a brand creates an advantage over competing brands, which results in companies achieving high sales in such competitive environments. “Marketing decisions ...
Microsoft Photo Editor - coverFINAL.jpg
... There have been several studies which have shown that consumers in the High Street choose a brand not only for its functional benefits but also to reflect their own self-image. As an extreme example, consumers use brands as symbolic devices which in part express their personality. Gucci handbags and ...
... There have been several studies which have shown that consumers in the High Street choose a brand not only for its functional benefits but also to reflect their own self-image. As an extreme example, consumers use brands as symbolic devices which in part express their personality. Gucci handbags and ...
Private-Label Brands – A Literature Review Samrat Chakraborty
... foray into new/different product categories that have traditionally been dominated by national brand players. The private brands have moved from their original status as low-priced, value-for-money, lowquality items into premium and life style arenas. Most of the big retailers have taken a “value fo ...
... foray into new/different product categories that have traditionally been dominated by national brand players. The private brands have moved from their original status as low-priced, value-for-money, lowquality items into premium and life style arenas. Most of the big retailers have taken a “value fo ...
Free sample of Solution Manual for Advertising and
... have your own working definition for this critical term. However, an informed perspective on advertising goes beyond what is obvious and can be seen on a daily basis. Advertising is distinctive and recognizable as a form of communication by its three essential elements: its paid sponsorship, its use ...
... have your own working definition for this critical term. However, an informed perspective on advertising goes beyond what is obvious and can be seen on a daily basis. Advertising is distinctive and recognizable as a form of communication by its three essential elements: its paid sponsorship, its use ...
Master Thesis Exposé
... increasing search for variety. It is now fundamental for firms to have a clear understanding of people’s interpretation of fashion items, as well as a strong knowledge on best communication practices (Auty & Elliott, 1998). In such a context, communication and brand strategy are acquiring more and m ...
... increasing search for variety. It is now fundamental for firms to have a clear understanding of people’s interpretation of fashion items, as well as a strong knowledge on best communication practices (Auty & Elliott, 1998). In such a context, communication and brand strategy are acquiring more and m ...
Framing the Brand - StudentTheses@CBS
... criteria, the conclusion suggests that these approaches to strategic brand management can learn from framing theory. Lastly, we suggest areas for future research, inspired by the discussion and unanswered questions uncovered through the process. ...
... criteria, the conclusion suggests that these approaches to strategic brand management can learn from framing theory. Lastly, we suggest areas for future research, inspired by the discussion and unanswered questions uncovered through the process. ...
Brand
A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron.In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.The word ""brand"" is often used as a metonym referring to the company that is strongly identified with a brand.Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity.A logo often represents a specific brand, as do many trade names.