Grönroos, Christian. From marketing mix to relationship marketing
... In order to answer the first research question, which was, what defines successful retention of customers in relation to brand relationships according to Aaker, it is important to get an overview of his key work. In 1991 Aaker developed his model on brand equity which was determined as a set of asse ...
... In order to answer the first research question, which was, what defines successful retention of customers in relation to brand relationships according to Aaker, it is important to get an overview of his key work. In 1991 Aaker developed his model on brand equity which was determined as a set of asse ...
The Comparison of Product and Corporate Branding Strategy: a
... corporate and service brands. Firms must therefore decide whether to build the product brands or the corporate identity. A successful brand can be defined an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values which ma ...
... corporate and service brands. Firms must therefore decide whether to build the product brands or the corporate identity. A successful brand can be defined an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant, unique added values which ma ...
sales promotion: an overview
... by marketers to reach potential and existing customers. A variety of companies collect e-mail addresses and profiles that allow marketers to direct e-mail to a specific group. People who wish to discuss specific topics through the internet often join electronic mailing list. A message send to the li ...
... by marketers to reach potential and existing customers. A variety of companies collect e-mail addresses and profiles that allow marketers to direct e-mail to a specific group. People who wish to discuss specific topics through the internet often join electronic mailing list. A message send to the li ...
CONSUMER MOTIVATIONS TO PARTICPATE IN MARKETING
... communications are solely based on a push strategy where brand messages are forced on consumers through a variety of media, consumers respond to the increasing information overflow with low media involvement and actively engage in a variety of avoidance strategies (Rumbo 2002; Tse and Lee 2001). Thu ...
... communications are solely based on a push strategy where brand messages are forced on consumers through a variety of media, consumers respond to the increasing information overflow with low media involvement and actively engage in a variety of avoidance strategies (Rumbo 2002; Tse and Lee 2001). Thu ...
Cities and their brands: Lessons from corporate branding
... corporation, and the values and emotions symbolised by the organisation become key elements of differentiation strategies (Hatch and Schultz, 2003). Hulberg (2006) summarises the reasons for increased interest in corporate branding, which can be broadly explained by three main factors: differentiati ...
... corporation, and the values and emotions symbolised by the organisation become key elements of differentiation strategies (Hatch and Schultz, 2003). Hulberg (2006) summarises the reasons for increased interest in corporate branding, which can be broadly explained by three main factors: differentiati ...
marketing communications and distribution of the beverage
... by considering the brand as a person, as an organization, as a symbol and, finally, considering it as a product. Brand awareness is a part of the marketing tool and indicates whether consumers can recall or recognize a certain brand, or if they are familiar with it (Keller, 2008). In order to build ...
... by considering the brand as a person, as an organization, as a symbol and, finally, considering it as a product. Brand awareness is a part of the marketing tool and indicates whether consumers can recall or recognize a certain brand, or if they are familiar with it (Keller, 2008). In order to build ...
ASIAN JOURNAL OF MANAGEMENT RESEARCH The role of
... advert as featuring them as the user of their product. ‘Apple’ laptop is used by celebrities in many movies which ranked Apple as a premium brand in the consumer’s group. Tourist places are also promoted in movies as highlighting the scenic beauty or culture of those places. Companies conduct stealt ...
... advert as featuring them as the user of their product. ‘Apple’ laptop is used by celebrities in many movies which ranked Apple as a premium brand in the consumer’s group. Tourist places are also promoted in movies as highlighting the scenic beauty or culture of those places. Companies conduct stealt ...
THE FALL OF ADVERTISING AND THE RISE OF PR
... all the awards and get to boast about their achievements. The only problem is consumers don‟t like creativity in their ads any more than the regulators like creativity in financial accounting practices. Consumers want credibility and reliable information, not entertainment from ads. 3. Good advertis ...
... all the awards and get to boast about their achievements. The only problem is consumers don‟t like creativity in their ads any more than the regulators like creativity in financial accounting practices. Consumers want credibility and reliable information, not entertainment from ads. 3. Good advertis ...
Integrated Advertisement Message Strategy
... An evolving change has been noticed in the methodological convention of examining advertisement effectiveness, particularly in determining the connection of advertisement massage strategy on audience attitude towards advertised brand and their brand purchase decision (Bahram et al. 2011). Most of th ...
... An evolving change has been noticed in the methodological convention of examining advertisement effectiveness, particularly in determining the connection of advertisement massage strategy on audience attitude towards advertised brand and their brand purchase decision (Bahram et al. 2011). Most of th ...
The Impact of Advertising on Building Brand Equity
... Despite the previous researches on advertising`s influence in building brand equity in profit making organizations, limited research has been done in non-profit making organizations to establish the impact of this marketing communications mix variable on building brand equity. In Zimbabwe, the post- ...
... Despite the previous researches on advertising`s influence in building brand equity in profit making organizations, limited research has been done in non-profit making organizations to establish the impact of this marketing communications mix variable on building brand equity. In Zimbabwe, the post- ...
Management Perceptions of the Importance of Brand Awareness as
... The subjects involved were marketing managers in South Australia. The majority of these were accessed through the database of the Australian Marketing Graduate Association which has a large alumni base and also through more general sources (eg. Yellow pages). The managers represented a variety of or ...
... The subjects involved were marketing managers in South Australia. The majority of these were accessed through the database of the Australian Marketing Graduate Association which has a large alumni base and also through more general sources (eg. Yellow pages). The managers represented a variety of or ...
How to Brand and Market a Fashion Label
... company by the people behind the brand and the way they deliver the promise (Pringe & Gordon 2001, 3). People use brands and fashion to make statements about themselves and how they want to be viewed by others. When finding a label that speaks the same language and dresses in style preferred by the ...
... company by the people behind the brand and the way they deliver the promise (Pringe & Gordon 2001, 3). People use brands and fashion to make statements about themselves and how they want to be viewed by others. When finding a label that speaks the same language and dresses in style preferred by the ...
Building strong brands in a modern marketing
... Stuart 2006; Klaassen 2006; Story 2007b). One is the fragmentation of US audiences and, with the advent of digital technology and the Internet, the media used to reach them. There is a proliferation of media and entertainment options, from hundreds of cable and satellite TV and radio stations and th ...
... Stuart 2006; Klaassen 2006; Story 2007b). One is the fragmentation of US audiences and, with the advent of digital technology and the Internet, the media used to reach them. There is a proliferation of media and entertainment options, from hundreds of cable and satellite TV and radio stations and th ...
Achieve marketing balance by reconciling marketing trade-offs.
... vs. contemporary image; an independent vs. universal image; and so on. Some of the product-related performance trade-offs in brand positioning are between attributes and benefits—such as price and quality, convenience and quality, variety and simplicity, strength and sophistication, performance and ...
... vs. contemporary image; an independent vs. universal image; and so on. Some of the product-related performance trade-offs in brand positioning are between attributes and benefits—such as price and quality, convenience and quality, variety and simplicity, strength and sophistication, performance and ...
LITERATURE REVIEW: BRAND EQUITY
... “The productivity of brand assets comes from both the demand and supply sides.” Goldfarb et al. (2009). Demand side effects - Brand equity A brand, through indicating quality, decreases the time for consumer decision, particularly when a consumer has no knowledge of the product category (Pashigian a ...
... “The productivity of brand assets comes from both the demand and supply sides.” Goldfarb et al. (2009). Demand side effects - Brand equity A brand, through indicating quality, decreases the time for consumer decision, particularly when a consumer has no knowledge of the product category (Pashigian a ...
A CONCEPTUAL ANALYSIS OF BRAND LOYALTY AS CORE
... Concluding, brand loyalty is both an input and an output of brand equity and it is both influenced by and influences the other descriptive dimensions of brand equity. Nevertheless, brand loyalty is qualitatively different from other major dimensions of brand equity, being stronger related to the us ...
... Concluding, brand loyalty is both an input and an output of brand equity and it is both influenced by and influences the other descriptive dimensions of brand equity. Nevertheless, brand loyalty is qualitatively different from other major dimensions of brand equity, being stronger related to the us ...
Effectiveness of Marketing Strategies and Corporate Image
... promotional events, personal selling, Website-based communication activities, and so on. In consumer marketing, the positive effects of advertising on the dimensions of brand equity have been fully substantiated (Kim & Hyun, 2011, p.430). Promotional events with long-term goals could build brand equ ...
... promotional events, personal selling, Website-based communication activities, and so on. In consumer marketing, the positive effects of advertising on the dimensions of brand equity have been fully substantiated (Kim & Hyun, 2011, p.430). Promotional events with long-term goals could build brand equ ...
Equity in corporate co-branding: the case of Adidas and the all
... what co-branding offers a corporate brand. A case study approach is adopted in order to examine the sponsorship relationship between adidas, a product-related corporate brand, and the All Blacks, the eÂlite team of the New Zealand Rugby Union (NZRU). For the NZRU, as for many sports organizations, t ...
... what co-branding offers a corporate brand. A case study approach is adopted in order to examine the sponsorship relationship between adidas, a product-related corporate brand, and the All Blacks, the eÂlite team of the New Zealand Rugby Union (NZRU). For the NZRU, as for many sports organizations, t ...
Tilburg University Decline and variability in brand loyalty Dekimpe
... rope (Marketing, 1993). Pfouts (1994) calls the diminishing brand loyalty on the part of the consumer, especially in food items, one of the most striking revolutions in recent years, and a recent article in Industry Week (1993) even claims that brand loyalty is 'a thing of the past'. Still, the empi ...
... rope (Marketing, 1993). Pfouts (1994) calls the diminishing brand loyalty on the part of the consumer, especially in food items, one of the most striking revolutions in recent years, and a recent article in Industry Week (1993) even claims that brand loyalty is 'a thing of the past'. Still, the empi ...
Duracell Canada - Recharging The Brand
... strategic platform that allowed comparison between the new Duracell's performance and the existing product. In effect we could say, 'the longest lasting Duracell ever made'. There were several strengths in this positioning. First, it offered an improvement on Duracell as the 'gold standard' for long ...
... strategic platform that allowed comparison between the new Duracell's performance and the existing product. In effect we could say, 'the longest lasting Duracell ever made'. There were several strengths in this positioning. First, it offered an improvement on Duracell as the 'gold standard' for long ...
IOSR Journal of Business and Management (IOSRJBM)
... Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. A traditional definition of a brand was: “the name, associated with one or more items in the product line, which is used to identify the source of character of the item(s)” [19]. The Ameri ...
... Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. A traditional definition of a brand was: “the name, associated with one or more items in the product line, which is used to identify the source of character of the item(s)” [19]. The Ameri ...
branding and extroversion handbook: a guide for smes
... A brand is a more than a logo, a trade name, or a trademark, although such elements are all a part of it. Most importantly, brands refer to reputation, visibility and the ability to attract loyal clients who will further recommend the business. The elements which make up a brand should be simple, cl ...
... A brand is a more than a logo, a trade name, or a trademark, although such elements are all a part of it. Most importantly, brands refer to reputation, visibility and the ability to attract loyal clients who will further recommend the business. The elements which make up a brand should be simple, cl ...
Buzz Marketing
... becomes a powerful carrier, spreading the word to yet more carriers, much as a virus rampages through a given population. "We're arming consumers with the tools or knowledge they can take back to their peer groups so they'll be perceived as being in the know," says Scott Stern, senior vice-president ...
... becomes a powerful carrier, spreading the word to yet more carriers, much as a virus rampages through a given population. "We're arming consumers with the tools or knowledge they can take back to their peer groups so they'll be perceived as being in the know," says Scott Stern, senior vice-president ...
i. appeals and execution styles
... ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives. The ad then focuses on showing how the advertiser's product or service can resolve the problem. Slice-of-life executions are also becoming very common in business-to-busin ...
... ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives. The ad then focuses on showing how the advertiser's product or service can resolve the problem. Slice-of-life executions are also becoming very common in business-to-busin ...
Integrated Marketing Communication in Building
... name or symbol that add to (subtract from) the value provided by a product or service”. He presented in his model the five dimensions of brand equity: ...
... name or symbol that add to (subtract from) the value provided by a product or service”. He presented in his model the five dimensions of brand equity: ...
Celebrity branding
Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand ambassador and uses his or her status in society to promote or endorse a product, service or charity.