Branding the City: The Democratic Legitimacy of a New Mode of
... transmit messages from the top down. Whether top-down branding is manipulative depends on such factors as the benevolence of the authorities and the openness of the intentions of branding campaigns. At the other end of the continuum, the marketing approach centres on getting to know the needs of ci ...
... transmit messages from the top down. Whether top-down branding is manipulative depends on such factors as the benevolence of the authorities and the openness of the intentions of branding campaigns. At the other end of the continuum, the marketing approach centres on getting to know the needs of ci ...
influence of celebrity endorsement of advertisement and
... an appearance will instantly produce a trickledown effect of making the product become popular and ultimately influence audience to wish to purchase the product/service. The reality however is that several products in spite of celebrity endorsement and expensive advert have failed to attract custome ...
... an appearance will instantly produce a trickledown effect of making the product become popular and ultimately influence audience to wish to purchase the product/service. The reality however is that several products in spite of celebrity endorsement and expensive advert have failed to attract custome ...
Article - Association of National Advertisers
... by INGRAM. Each chapter highlights the work and ideals of a leading marketer. The book is intended for current marketers—and future ones—as it has also become a “living” text book for marketing universities around the world—complete with current case studies and the potential for chapter participant ...
... by INGRAM. Each chapter highlights the work and ideals of a leading marketer. The book is intended for current marketers—and future ones—as it has also become a “living” text book for marketing universities around the world—complete with current case studies and the potential for chapter participant ...
A Basic Model of Voter Loyalty
... of loyalty, because repeat purchases can also have other causes than true loyalty. Repeat customers who are not truly loyal might walk away from the brand unexpectedly. Therefore, scholars with an attitudinal perspective on loyalty attempt to define the concept as consisting of the attitudinal facto ...
... of loyalty, because repeat purchases can also have other causes than true loyalty. Repeat customers who are not truly loyal might walk away from the brand unexpectedly. Therefore, scholars with an attitudinal perspective on loyalty attempt to define the concept as consisting of the attitudinal facto ...
Examining world market segmentation and brand positioning
... high quality, expensive, prestige brands. However, prestige image may not always be what consumers want. Gillette adopted this multinational strategy (cell 3) that provided a worldwide appeal based on stimulating primary market demand for shaving through providing a host of products for different se ...
... high quality, expensive, prestige brands. However, prestige image may not always be what consumers want. Gillette adopted this multinational strategy (cell 3) that provided a worldwide appeal based on stimulating primary market demand for shaving through providing a host of products for different se ...
City Marketing from the Perspective of Shanghai World Expo
... Olympic Games and the World Expo are large-scale typical events. I personally think that, in addition to the above definition, should also be a major event with international events (Event), the major activities should have a high international reputation, to attract people of different countries in ...
... Olympic Games and the World Expo are large-scale typical events. I personally think that, in addition to the above definition, should also be a major event with international events (Event), the major activities should have a high international reputation, to attract people of different countries in ...
Managing Brand Equity in an Integrated Marketing
... content (UGC) i.e. customer reviews, social media and blogs. The term channel can sometimes be used for describing distribution channels but as this paper only focuses on marketing communication channels the terminology will at times be shortened to channel or marketing channel. If any other meaning ...
... content (UGC) i.e. customer reviews, social media and blogs. The term channel can sometimes be used for describing distribution channels but as this paper only focuses on marketing communication channels the terminology will at times be shortened to channel or marketing channel. If any other meaning ...
- WIT Repository - Waterford Institute of Technology
... INTRODUCTION Life has become very tough for marketers. The times when consumers happily bought their products and services once they were offered on the market are definitely over now (If they have ever really existed, but that is a different story…). Indeed, technological advances in recent decades ...
... INTRODUCTION Life has become very tough for marketers. The times when consumers happily bought their products and services once they were offered on the market are definitely over now (If they have ever really existed, but that is a different story…). Indeed, technological advances in recent decades ...
How to Build and Measure Brand Equity in a B2B Context
... important in a practical sense as B2C branding. As we wanted to focus our studies on a research field where we could contribute, B2B was a natural choice. Building brand equity in a developing market is something we have found engaging during our studies, so when we were offered the opportunity to w ...
... important in a practical sense as B2C branding. As we wanted to focus our studies on a research field where we could contribute, B2B was a natural choice. Building brand equity in a developing market is something we have found engaging during our studies, so when we were offered the opportunity to w ...
Experiential Marketing Events
... being able to sample and/or interact with the brand and its products before purchasing (Williams 2006). Creating marketing campaigns which trigger some emotional response is therefore on the rise. As Rooney (2013) puts it “You need some sort of „whoa!‟ response. You want to tug on people‟s heartstr ...
... being able to sample and/or interact with the brand and its products before purchasing (Williams 2006). Creating marketing campaigns which trigger some emotional response is therefore on the rise. As Rooney (2013) puts it “You need some sort of „whoa!‟ response. You want to tug on people‟s heartstr ...
Subliminal advertising
... As Stephen King formulated very nicely, a brand is more than just a product name or logo. Brands are extremely important for sales. For example, just about every household will buy a television at some time, thus for business it is important that these households buy their television brand. Why does ...
... As Stephen King formulated very nicely, a brand is more than just a product name or logo. Brands are extremely important for sales. For example, just about every household will buy a television at some time, thus for business it is important that these households buy their television brand. Why does ...
BRINGING THE CORPORATION INTO CORPORATE BRANDING
... Collins & Porras (1994), defined vision as ‘what the organization aspires to be in the future’. However the research conducted by these authors demonstrated that successful companies build their visions from redefinitions and reinventions of core values rather than revolutionary shifts from one valu ...
... Collins & Porras (1994), defined vision as ‘what the organization aspires to be in the future’. However the research conducted by these authors demonstrated that successful companies build their visions from redefinitions and reinventions of core values rather than revolutionary shifts from one valu ...
Developing a social media content strategy for Golla
... perceptions about the brand. Companies can communicate their values to people and stand out from competitors. For example a bag is not just a convenient item to carry one's possession around. With a brand, the bag stands for something, and differentiates the item from other similar products. A compa ...
... perceptions about the brand. Companies can communicate their values to people and stand out from competitors. For example a bag is not just a convenient item to carry one's possession around. With a brand, the bag stands for something, and differentiates the item from other similar products. A compa ...
Rise of the UK Brand Journalist Journalists as Content
... respondent base may point to the difficulty in finding people with the right skills, especially in higher, more strategic positions where the commercial and creative dichotomy is manifest at a more dramatic level. These senior hires require all-round business skills, an inherent understanding of the ...
... respondent base may point to the difficulty in finding people with the right skills, especially in higher, more strategic positions where the commercial and creative dichotomy is manifest at a more dramatic level. These senior hires require all-round business skills, an inherent understanding of the ...
Integrated Marketing Communication and Brand Management: the
... Author considers the launch of FIAT 500, the new Italian small car, a best practice useful in terms of benchmarking, where many different tools and media are used in order to support the appeal of the car but also to reposition the corporate brand perception. A single product, a successful one, can ...
... Author considers the launch of FIAT 500, the new Italian small car, a best practice useful in terms of benchmarking, where many different tools and media are used in order to support the appeal of the car but also to reposition the corporate brand perception. A single product, a successful one, can ...
Buying Status by Choosing or Rejecting Luxury Brands and Their Counterfeits
... Buying to make “the right” impression in order to gain status may not always involve the constant attention described above, but it is hardly rare. Goods with designer labels that provide “armor” to the insecure offer one approach to status seeking, but that quest is a complex one. An authentic desi ...
... Buying to make “the right” impression in order to gain status may not always involve the constant attention described above, but it is hardly rare. Goods with designer labels that provide “armor” to the insecure offer one approach to status seeking, but that quest is a complex one. An authentic desi ...
The effects of e-mail marketing on brand loyalty.
... a one-way message relying on companies to send information to the consumers trying to get their attention. Whereas inbound marketing relies on consumers finding their way to the company and interacting (two-way message) with the company through social media. For inbound marketing it is important tha ...
... a one-way message relying on companies to send information to the consumers trying to get their attention. Whereas inbound marketing relies on consumers finding their way to the company and interacting (two-way message) with the company through social media. For inbound marketing it is important tha ...
Position Profile Vice President of Marketing www.sanuk.com
... and open environment became a breeding ground for innovation. And it was Jeff Kelley’s out of the box thinking, to put real indoor-outdoor carpet on the foot bed of a shoe, know today as their “trailer trash sandal” that put Sanuk on the map. Today Sanuk continues to make innovative products that ar ...
... and open environment became a breeding ground for innovation. And it was Jeff Kelley’s out of the box thinking, to put real indoor-outdoor carpet on the foot bed of a shoe, know today as their “trailer trash sandal” that put Sanuk on the map. Today Sanuk continues to make innovative products that ar ...
Visualizing brand personality and personal branding : case analysis
... of camera phones, taking and sharing photos has become extremely cheap, instant, and convenient. Miller and Edwards (2007) conducted a study on personal photo-sharing on Flickr.com. They concluded that the digital photography and web-based photo-sharing has created a new type of culture that is diff ...
... of camera phones, taking and sharing photos has become extremely cheap, instant, and convenient. Miller and Edwards (2007) conducted a study on personal photo-sharing on Flickr.com. They concluded that the digital photography and web-based photo-sharing has created a new type of culture that is diff ...
the relation between customers and brand equity (unilever-lux)
... deal or behave with the brands exactly in the way marketers want. In spite of availability of different brands, some consumers keep on sticking up to a particular brand whereas some are indifferent in selection of a brand (Mital et al., 2008). Similarly, also others are constantly switching from one ...
... deal or behave with the brands exactly in the way marketers want. In spite of availability of different brands, some consumers keep on sticking up to a particular brand whereas some are indifferent in selection of a brand (Mital et al., 2008). Similarly, also others are constantly switching from one ...
Building international brand through promotional Strategy
... Second, the concepts of branded goods have been extended successfully to embrace services and other less tangible types of offering. Third, and perhaps most importantly, the ways in which branded products or services are distinguished from one another have increasingly come to embrace non tangible f ...
... Second, the concepts of branded goods have been extended successfully to embrace services and other less tangible types of offering. Third, and perhaps most importantly, the ways in which branded products or services are distinguished from one another have increasingly come to embrace non tangible f ...
Brand Management
... Sub-branding It has developed several sub brands such as Trac II, Altra, Sensor, Mach3 to remain on top of its competitors. ...
... Sub-branding It has developed several sub brands such as Trac II, Altra, Sensor, Mach3 to remain on top of its competitors. ...
How To Build Your Brand With Branded Content
... create an image and tell a story that goes beyond easily mimicked features and benefits. For example, Lucky Brand’s A Lucky Life blog creates a brand lifestyle through the likes and loves of its creative director that goes beyond showing the latest style of jeans. The blog had 30,000 readers after j ...
... create an image and tell a story that goes beyond easily mimicked features and benefits. For example, Lucky Brand’s A Lucky Life blog creates a brand lifestyle through the likes and loves of its creative director that goes beyond showing the latest style of jeans. The blog had 30,000 readers after j ...
ADBM - Sanjeev Institute of Planning and Management
... interest, he also need to help them understand how what he is offering can help them in a real way. The way of doing this is by appealing to their personal needs and wants. ...
... interest, he also need to help them understand how what he is offering can help them in a real way. The way of doing this is by appealing to their personal needs and wants. ...
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.