Research on the Influence of Advertisement Positioning on Brand
... Advertisement Positioning And Its Theoretical Research The Theoretical Definition Of Ad Positioning.The founders of positioning theory Al Ries and Jack Trout ever pointed out that positioning is a concept,it has changed the nature of advertising. Positioning starts from products, for example a kind ...
... Advertisement Positioning And Its Theoretical Research The Theoretical Definition Of Ad Positioning.The founders of positioning theory Al Ries and Jack Trout ever pointed out that positioning is a concept,it has changed the nature of advertising. Positioning starts from products, for example a kind ...
Valuing Brands and Brand Equity: Methods and Processes
... These include the fact that it decreases the firm's gearing ratio as a result of the larger asset base. It is also an internally generated asset and thus increases shareholder equity. In addition, a large premium for mergers and acquisitions can be justified. However, Robbin (1991) also highlights r ...
... These include the fact that it decreases the firm's gearing ratio as a result of the larger asset base. It is also an internally generated asset and thus increases shareholder equity. In addition, a large premium for mergers and acquisitions can be justified. However, Robbin (1991) also highlights r ...
Importance of Brand Personality To Customer Loyalty
... ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 1, 2011 ...
... ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 1, 2011 ...
this PDF file - Open Journal Systems
... associations implying a promise to customers and includes a core and extended identity”. Core identity is the central, everlasting essence of the brand that remains constant as the brand moves to new markets and new products or services. Extended identity is woven around brand identity elements, org ...
... associations implying a promise to customers and includes a core and extended identity”. Core identity is the central, everlasting essence of the brand that remains constant as the brand moves to new markets and new products or services. Extended identity is woven around brand identity elements, org ...
The concept of brand equity - Munich Personal RePEc Archive
... The motivations for studying brand equity were primarily financially based in order to estimate the value of a brand more precisely for accounting purposes or for merger, acquisition, or divestiture purposes. The dynamic environment made it later obvious that brand equity was important especially f ...
... The motivations for studying brand equity were primarily financially based in order to estimate the value of a brand more precisely for accounting purposes or for merger, acquisition, or divestiture purposes. The dynamic environment made it later obvious that brand equity was important especially f ...
Brand Love, Brand Image and Loyalty in Australian Elite
... general theme that brand image is based on is a perception of reality rather than reality itself. Stated more succinctly, Keller (1993, p. 3) defines brand image as the ‘perception about a brand as reflected by the brand associations held in the consumer memory.’ Thus, brand image is largely a subje ...
... general theme that brand image is based on is a perception of reality rather than reality itself. Stated more succinctly, Keller (1993, p. 3) defines brand image as the ‘perception about a brand as reflected by the brand associations held in the consumer memory.’ Thus, brand image is largely a subje ...
LITERATURE REVIEW: BRAND EQUITY
... 4 The most important methodological approaches Consumer-based brand equity research predominantly uses structural equations for estimation (Erdem and Swait 1998, Yoo and Donthu 2000, Netemeyer et al. 2004, Erdem et al. 2006). Some studies do not operationalize brand equity but only its dimensions ( ...
... 4 The most important methodological approaches Consumer-based brand equity research predominantly uses structural equations for estimation (Erdem and Swait 1998, Yoo and Donthu 2000, Netemeyer et al. 2004, Erdem et al. 2006). Some studies do not operationalize brand equity but only its dimensions ( ...
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... Marketing is a universal process that can be applied to developing and promoting many entities, including products, services, experiences, places, persons, properties, ideas, causes, and information. In the case of marketing places, such as nations, regions, cities, and towns, much informal marketi ...
... Marketing is a universal process that can be applied to developing and promoting many entities, including products, services, experiences, places, persons, properties, ideas, causes, and information. In the case of marketing places, such as nations, regions, cities, and towns, much informal marketi ...
A CONCEPTUAL ANALYSIS OF BRAND LOYALTY AS CORE
... Nowadays, brands are companies’ most valuable assets, adding both economic and strategic value to its proprietors. During the last years, brand valuation has been an intensively analyzed subject among marketing specialists. The value of this asset is often referred to as brand equity which is the ma ...
... Nowadays, brands are companies’ most valuable assets, adding both economic and strategic value to its proprietors. During the last years, brand valuation has been an intensively analyzed subject among marketing specialists. The value of this asset is often referred to as brand equity which is the ma ...
Relationship between Brand Awareness, Perceived Quality, Trust
... promotion and perceived quality, was tested. To do so a survey was conducted by distributing 400 questionnaires in eight randomly-chosen districts in Ho Chi Minh City, Vietnam. The Pearson Correlation was applied for data analysis. The results show that there is a positive and significant relationsh ...
... promotion and perceived quality, was tested. To do so a survey was conducted by distributing 400 questionnaires in eight randomly-chosen districts in Ho Chi Minh City, Vietnam. The Pearson Correlation was applied for data analysis. The results show that there is a positive and significant relationsh ...
`successful` university brands - Bournemouth University Research
... defining characteristics between successful and failed brands is that successful brands show a greater degree of congruence between the values firms develop for their brands and the rational and emotional needs of their consumers. Other writers go as far as actually suggesting a definition for a suc ...
... defining characteristics between successful and failed brands is that successful brands show a greater degree of congruence between the values firms develop for their brands and the rational and emotional needs of their consumers. Other writers go as far as actually suggesting a definition for a suc ...
Analysing Wine Behavioural Loyalty
... of repeat purchase behaviour. This repeat purchase behaviour is therefore linked to various degrees of behavioural brand loyalty, which may vary from category to category. At the one end, extant literature on behavioural brand loyalty has mostly considered loyalty as a notion of consumers being excl ...
... of repeat purchase behaviour. This repeat purchase behaviour is therefore linked to various degrees of behavioural brand loyalty, which may vary from category to category. At the one end, extant literature on behavioural brand loyalty has mostly considered loyalty as a notion of consumers being excl ...
Fashion Brand Image Marketing: Brand Image and Brand Personality
... adding value and as an evolving” (ibid. 1997 P.90). From this point of view, a brand is more than a visual label for differentiation and it involved imagery matter. For example, Levi’s, a well-known jeanswear brand which is more than just an eye-catching red label; it has developed a core urban-hip ...
... adding value and as an evolving” (ibid. 1997 P.90). From this point of view, a brand is more than a visual label for differentiation and it involved imagery matter. For example, Levi’s, a well-known jeanswear brand which is more than just an eye-catching red label; it has developed a core urban-hip ...
The Impact of Brand Image on Consumer Behavior
... should be built and understood before the consumers could respond positively to the branding campaign. If consumers have knowledge of a brand, the company could spend less on brand extension while achieve higher sales [17]. Following Keller (1993), Lassar et al. (1995) held the opinion that brand eq ...
... should be built and understood before the consumers could respond positively to the branding campaign. If consumers have knowledge of a brand, the company could spend less on brand extension while achieve higher sales [17]. Following Keller (1993), Lassar et al. (1995) held the opinion that brand eq ...
1723 Employee-Based Brand Equity: Antecedents
... CBBE and Signaling Theory Signaling theory (see e.g. Akerlof 1970; Rothschild and Stiglitz 1976; Spence 1973; Tirole 1988) in CBBE context is the assumption that the companies know more about their product than the customers (Erdem and Swait 1998). Because the product information is important for a ...
... CBBE and Signaling Theory Signaling theory (see e.g. Akerlof 1970; Rothschild and Stiglitz 1976; Spence 1973; Tirole 1988) in CBBE context is the assumption that the companies know more about their product than the customers (Erdem and Swait 1998). Because the product information is important for a ...
Missouri Association of CVBs
... Destination branding is about combining all things associated with the 'place' (i.e., its products and services from various industries - agriculture; tourism; sports; arts; investment; technology; education, etc.) that collaborate under one brand. Its aim is to capture the essence of the destinatio ...
... Destination branding is about combining all things associated with the 'place' (i.e., its products and services from various industries - agriculture; tourism; sports; arts; investment; technology; education, etc.) that collaborate under one brand. Its aim is to capture the essence of the destinatio ...
Impact of Brand Recall on Customer Purchase Intention
... The area of research for this paper focuses on empirically studying the relationship of brand Recall, Brand awareness on consumer purchase intention, that is constitutes the success of a brand. This relationship between brand awareness and consumer/brand loyalty has been studied in Pakistan focusing ...
... The area of research for this paper focuses on empirically studying the relationship of brand Recall, Brand awareness on consumer purchase intention, that is constitutes the success of a brand. This relationship between brand awareness and consumer/brand loyalty has been studied in Pakistan focusing ...
Brand and Marketing Communication
... • Samsung moved into high profile marketing campaign by sponsoring the 2000 olympic in Sydney • Increasing marketing communication budget by 35% • Featured some mobile phones in two box office movies: The Matrix: Reloaded and The Matrix: Revolution • Samsung Electronic had redirected its focus away ...
... • Samsung moved into high profile marketing campaign by sponsoring the 2000 olympic in Sydney • Increasing marketing communication budget by 35% • Featured some mobile phones in two box office movies: The Matrix: Reloaded and The Matrix: Revolution • Samsung Electronic had redirected its focus away ...
The Importance of Brand Identity in Consumer
... competitors. The brand concept is just so much more comprehensive than its graphical representation (Morgan and Rego, 2009; Keller and Lehmann, 2006, Aaker, 1996; Aaker and Joachimsthaler, 2000; Keller, 1993; Chernatony and McDonald, 2003; Kapferer, 1997), comprising a range of intangible variables. ...
... competitors. The brand concept is just so much more comprehensive than its graphical representation (Morgan and Rego, 2009; Keller and Lehmann, 2006, Aaker, 1996; Aaker and Joachimsthaler, 2000; Keller, 1993; Chernatony and McDonald, 2003; Kapferer, 1997), comprising a range of intangible variables. ...
When Brand Marketers Must Deal With Unfavorable
... Many brands are marketed by companies that typically are identified with the identities and images of the countries in which they originate (e.g., Volkswagen/Germany). However, consider the case of China, which is well-known and much admired for making low-cost and good-quality products that are out ...
... Many brands are marketed by companies that typically are identified with the identities and images of the countries in which they originate (e.g., Volkswagen/Germany). However, consider the case of China, which is well-known and much admired for making low-cost and good-quality products that are out ...
Strategic Responses to Brand Appropriation
... decade. Pabst’s sales have actually been rising due in large part to the growth of its PBR brand. This growth has come from untargeted “hipster” customers. What has been traditionally known as an old man’s, couch potato, cheap beer, had been “stolen” by these young hipster consumers. So what did PBR ...
... decade. Pabst’s sales have actually been rising due in large part to the growth of its PBR brand. This growth has come from untargeted “hipster” customers. What has been traditionally known as an old man’s, couch potato, cheap beer, had been “stolen” by these young hipster consumers. So what did PBR ...
advertising-promotion-and-other-aspects-of-integrated
... soy protein and products that include it. This company, along with General Mills, created 8th Continent Soymilk, and the Solae soy protein ingredient is prominently featured in the product’s advertising. The man- ...
... soy protein and products that include it. This company, along with General Mills, created 8th Continent Soymilk, and the Solae soy protein ingredient is prominently featured in the product’s advertising. The man- ...
Branding and Marketing Communications
... 1. Secondary research regarding the history of the brand/company, its current standing (SWOT analysis), and present positioning provides the foundational knowledge essential for conducting further research about the brand, its customers, and its overall performance will provide the foundation of the ...
... 1. Secondary research regarding the history of the brand/company, its current standing (SWOT analysis), and present positioning provides the foundational knowledge essential for conducting further research about the brand, its customers, and its overall performance will provide the foundation of the ...
AAKER ON BRANDING
... chapters and identify those that relate to current pain points. Or look for chapters that intrigue or seem provocative and may be a possible source of new perspectives. Here is how I divided the book thematically: Part 1: Recognize that brands are assets with strategic value. The breakthrough idea t ...
... chapters and identify those that relate to current pain points. Or look for chapters that intrigue or seem provocative and may be a possible source of new perspectives. Here is how I divided the book thematically: Part 1: Recognize that brands are assets with strategic value. The breakthrough idea t ...