URN-NBN-fi-jyu-20
... Being able to create powerful brands can be presented as one of the most significant objects of product and brand management (Esch, Langner, Schmitt & Geus, 2006). The benefits of achieving long lasting and strong bonds with consumers have fairly been recognized in the marketing literature. However, ...
... Being able to create powerful brands can be presented as one of the most significant objects of product and brand management (Esch, Langner, Schmitt & Geus, 2006). The benefits of achieving long lasting and strong bonds with consumers have fairly been recognized in the marketing literature. However, ...
Place branding: Origins, definitions and critique
... Recently there has been a focus in academia on how some branding initiatives are becoming more community-focused. Ind and Dokk Holm (2012:46) explain that ‘it is the process of brand building which is changing and becoming more open and participative’. This is beginning to show signs of evolution si ...
... Recently there has been a focus in academia on how some branding initiatives are becoming more community-focused. Ind and Dokk Holm (2012:46) explain that ‘it is the process of brand building which is changing and becoming more open and participative’. This is beginning to show signs of evolution si ...
the effects of digital marketing on customer relationships
... believed that digital channels can be used to create unique and positive experiences to customers, and build trust and relationships in the long term by mixing all aspects of products, service, brand, and communication – not just transactions (Wind et.al. 2002, 247). For example, Kwak and others (20 ...
... believed that digital channels can be used to create unique and positive experiences to customers, and build trust and relationships in the long term by mixing all aspects of products, service, brand, and communication – not just transactions (Wind et.al. 2002, 247). For example, Kwak and others (20 ...
Chapter 9
... One of the most valuable intangible assets of a firm is its brands, and it is incumbent on marketing to properly manage their value. Building a strong brand is both an art and a science. It requires careful planning, a deep long-term commitment, and creatively designed and executed marketing. A stro ...
... One of the most valuable intangible assets of a firm is its brands, and it is incumbent on marketing to properly manage their value. Building a strong brand is both an art and a science. It requires careful planning, a deep long-term commitment, and creatively designed and executed marketing. A stro ...
The impact of event marketing on brand equity
... exploratory study conducted with samples of UK and US companies, managers fully recognize these effects of trade shows (Shipley, Egan & Kwai 1993). If the literature provides evidence about the positive impact of sponsored events and trade shows, little has been said about street events or pop-up sh ...
... exploratory study conducted with samples of UK and US companies, managers fully recognize these effects of trade shows (Shipley, Egan & Kwai 1993). If the literature provides evidence about the positive impact of sponsored events and trade shows, little has been said about street events or pop-up sh ...
From cattle and Coke to Charlie - Middlesex University Research
... ‘Five principles of…’, or ‘Ten things you should…’). The gurus are often marketing practitioners who aspire to package their ideas and/or experience into a saleable product. Much of what they write is laced with the language of marketing, but it is frequently casebased, anecdotal and often highly ge ...
... ‘Five principles of…’, or ‘Ten things you should…’). The gurus are often marketing practitioners who aspire to package their ideas and/or experience into a saleable product. Much of what they write is laced with the language of marketing, but it is frequently casebased, anecdotal and often highly ge ...
n/3 ground rules - McGraw
... Many consumer product marketers have reduced the amount they put in a package but charge the same price. Or, they reduce the content within a package but maintain the same package size, dimensions, and prices. The issue raised is whether the practice of reducing the contents of packages without chan ...
... Many consumer product marketers have reduced the amount they put in a package but charge the same price. Or, they reduce the content within a package but maintain the same package size, dimensions, and prices. The issue raised is whether the practice of reducing the contents of packages without chan ...
Answer: False Page: 273 Level of difficulty: Medium
... 53. According to Interbrand’s Brand Strength formula, the most important factor in the equation is ________ with a 25 percent weight. a. stability b. market c. geographic spread d. trend e. leadership Answer: e Page: 292 Level of difficulty: Hard 54. According to Scott Bedbury’s book, A New Brand Wo ...
... 53. According to Interbrand’s Brand Strength formula, the most important factor in the equation is ________ with a 25 percent weight. a. stability b. market c. geographic spread d. trend e. leadership Answer: e Page: 292 Level of difficulty: Hard 54. According to Scott Bedbury’s book, A New Brand Wo ...
File - Eboni Calhoun`s E
... Promotion played a major role in enhancing the brand value of Lacoste in the US. The company emphasized product placement in popular movies and television shows, as they influenced the fashion choices of young people to a great extent. XIII. ...
... Promotion played a major role in enhancing the brand value of Lacoste in the US. The company emphasized product placement in popular movies and television shows, as they influenced the fashion choices of young people to a great extent. XIII. ...
The Effects of Relationship Marketing on Brand Equity
... Branding and Brand Equity A brand has been identified as “a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competitors” (Kotler, 1991, p. 442). This definition ...
... Branding and Brand Equity A brand has been identified as “a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competitors” (Kotler, 1991, p. 442). This definition ...
Towards a Unified Theory of Brand Equity - BRU-IUL
... etc., whilst conversely having negative connotations, ...
... etc., whilst conversely having negative connotations, ...
An Analytical Study On Covert Advertising : Product
... credible and true to real life experiences. Movie audiences can be viewed as ready-made target groups, especially if a movie clearly represents a certain genre (e.g. science-fiction, action, comedy, drama etc.), thus providing an opportunity to include some indirect commercial messages into the movi ...
... credible and true to real life experiences. Movie audiences can be viewed as ready-made target groups, especially if a movie clearly represents a certain genre (e.g. science-fiction, action, comedy, drama etc.), thus providing an opportunity to include some indirect commercial messages into the movi ...
Can a cause-related brand be perceived different from other brands
... charity) should be beneficial to both parties (File & Prince, 1998). CRM campaigns differ from other corporate social initiatives as the total amount of contribution to a cause is directly linked to a consumer’s purchase (Kotler & Lee, 2005). The primary benefit for non-profit organizations is finan ...
... charity) should be beneficial to both parties (File & Prince, 1998). CRM campaigns differ from other corporate social initiatives as the total amount of contribution to a cause is directly linked to a consumer’s purchase (Kotler & Lee, 2005). The primary benefit for non-profit organizations is finan ...
improving sme`s brand awareness by digital marketing
... The concepts of brand awareness and digital marketing are familiar to most people by name, but they are often mistook as something vague or hard to understand. This thesis aims to provide applicable and practical information as well as practical research results. Both of the subjects are wide and am ...
... The concepts of brand awareness and digital marketing are familiar to most people by name, but they are often mistook as something vague or hard to understand. This thesis aims to provide applicable and practical information as well as practical research results. Both of the subjects are wide and am ...
4.5: Relationship between promotional activities and brand loyalty.
... Table 6: Income of the respondents per month. ............................................................................ 40 Table 7: Use of coupons. .............................................................................................................. 41 Table 8: Use of Rebates. .......... ...
... Table 6: Income of the respondents per month. ............................................................................ 40 Table 7: Use of coupons. .............................................................................................................. 41 Table 8: Use of Rebates. .......... ...
Branding a lifestyle Suvi Anttonen Case: Nike
... particular lifestyle and to a specific brand. Lifestyle branding has become more and more popular during recent years. Ultimately it is referring to branding a way of life and delivering strong social benefits for the desired customers. However not every brand can be a lifestyle brand regardless if ...
... particular lifestyle and to a specific brand. Lifestyle branding has become more and more popular during recent years. Ultimately it is referring to branding a way of life and delivering strong social benefits for the desired customers. However not every brand can be a lifestyle brand regardless if ...
2. The Power of Celebrity Endorsements Today
... The perks of implementing celebrity endorsements today While celebrity endorsements have not lost the original pulling power that Wedgwood was exploiting all those years ago, developments in both celebrity culture and marketing have created new opportunities. Marketing to millennials Currently in t ...
... The perks of implementing celebrity endorsements today While celebrity endorsements have not lost the original pulling power that Wedgwood was exploiting all those years ago, developments in both celebrity culture and marketing have created new opportunities. Marketing to millennials Currently in t ...
Marketing Principles of Louis Vuitton The Strongest Brand Strategy -
... In this book, we examine the unknown marketing strategies of the Louis Vuitron company, analyzing the heretofore unmentioned interplay between Louis Vuitton and Japan in an attempt to shed light on how Japan views Louis Vuitton and how Louis Vuitton viewsJapan. With the current worldwide brand boom, ...
... In this book, we examine the unknown marketing strategies of the Louis Vuitron company, analyzing the heretofore unmentioned interplay between Louis Vuitton and Japan in an attempt to shed light on how Japan views Louis Vuitton and how Louis Vuitton viewsJapan. With the current worldwide brand boom, ...
Marketing Management in Practice
... What makes a Strong Brand? It must work as a product or service – no fancy advertising or clever logo will compensate ...
... What makes a Strong Brand? It must work as a product or service – no fancy advertising or clever logo will compensate ...
Customer Relationship Marketing
... Targeted marketing took over when mass marketers realized that all customers are not created equal. Focused marketing led not only to specialized products and specialized distribution but also to specialized media, audiences and messages. Global marketing, which many marketers use to this day, i ...
... Targeted marketing took over when mass marketers realized that all customers are not created equal. Focused marketing led not only to specialized products and specialized distribution but also to specialized media, audiences and messages. Global marketing, which many marketers use to this day, i ...
Academic paper : The evolving brand logic: A service
... The concept of brand was introduced into the marketing literature in the early 1900s (Room 1998; Stern 2006). The central notion was that brands constituted a way for customers to identify and recognize goods (and their manufacturer). According to Low and Fullerton (1994, p. 176), “manufacturer-bran ...
... The concept of brand was introduced into the marketing literature in the early 1900s (Room 1998; Stern 2006). The central notion was that brands constituted a way for customers to identify and recognize goods (and their manufacturer). According to Low and Fullerton (1994, p. 176), “manufacturer-bran ...
CPG - GomezLee Marketing
... Kellogg: In 2000, Kellogg experimented with Eet ‘n Ern, a loyalty initiative for their cereal brands built around a pair of cartoon characters. Launch efforts included TV spots on national broadcast, kid-oriented cable shows and print ads in youth magazines. Each package held a unique code, which th ...
... Kellogg: In 2000, Kellogg experimented with Eet ‘n Ern, a loyalty initiative for their cereal brands built around a pair of cartoon characters. Launch efforts included TV spots on national broadcast, kid-oriented cable shows and print ads in youth magazines. Each package held a unique code, which th ...
Linking Brand Equity to Customer Equity
... customer behavior. The marketing advantages that result from the differential effects include improved perceptions of product performance; greater loyalty; less vulnerability to competitive marketing actions and crises; larger margins; more elastic (inelastic) customer responses to price decreases ( ...
... customer behavior. The marketing advantages that result from the differential effects include improved perceptions of product performance; greater loyalty; less vulnerability to competitive marketing actions and crises; larger margins; more elastic (inelastic) customer responses to price decreases ( ...
Chapter 9: Creating Brand Equity LEARNING OBJECTIVES After
... A brand is a name, term, sign, symbol, or design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. The different components of a brand—brand names, logos, symbols, package designs ...
... A brand is a name, term, sign, symbol, or design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. The different components of a brand—brand names, logos, symbols, package designs ...
Conceptualizing, Measuring, and Managing
... A brandcan be defined as "a name, term, sign, symbol, or design, or combinationof them which is intendedto identify the goods and services of one seller or groupof sellers and to differentiatethem from those of competitors"(Kotler 1991; p. 442). These individual brand components are here called "bra ...
... A brandcan be defined as "a name, term, sign, symbol, or design, or combinationof them which is intendedto identify the goods and services of one seller or groupof sellers and to differentiatethem from those of competitors"(Kotler 1991; p. 442). These individual brand components are here called "bra ...
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.