Salience Dimension: Brand Recall Saliency happens when you are memorable. This implies that a brand needs to be registered in the minds of the consumers. In a commodity market‚ like that of the Plywood‚ which does not seem that exciting to the customers‚ CPIL has worked towards establishing brand recall quite successfully. Its association with Bollywood since 2009‚ has help it to establish its brand and set standards for its products. In 2009‚ CPIL promoted its brand through Shah Rukh Khan‚ with
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worst things that can happen to a person? A person can be defined in many ways such as having a good life where they have good education‚ a good job and salary‚ many good friends‚ relatives and family members‚ and great success. On the contrary a person can also have an awful life such as having addictions‚ chronic diseases‚ and maybe no purpose in life as well. These are what I consider as the worst things that can happen to a person. One type of situation that can become the worst thing to a
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Chapter 11 Intangibles Intangibles Contents Contents • 1. Introduction to intangibles • 2. Identifiable intangible assets • 3. Measurement of intangible assets subsequently to initial recognition • 4. Disposal/ retirement of intangible assets 2 Contents Contents • 5. Unidentifiable intangible assets － goodwill • 6. Disclosure of intangible assets • 7. Other non-current assets 3 1. 1. Introduction Introduction to to intangibles intangibles • Intangible assets‚ which generally result form legal
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Customer-Based Brand Equity for Global Brands: A Multinational Approach Eda Atilgan Serkan Akinci Safak Aksoy Erdener Kaynak ABSTRACT. Focusing on the dimensions and measurement‚ this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries—USA‚ Turkey‚ and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality‚ brand loyalty‚ brand associations‚ and brand trust
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A marketing report: Does excessive sales promotion result in dilution of brand equity? Group 4 Amandeep Singh Gandhi Chetna Kirtan Acharya Murthy BBTGS Ravish Malik Sirish CP Vivek Singh Contents What is sales promotion? Why is it required? Decisions involved in sales promotion Types of sales promotion Sales promotion to be used at different stages of the product lifecycle Direct and interactive marketing A special case: Intrusive sales promotion Conclusion What is Sales Promotion
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Tangible resources A tangible resource is a resource is a quantifiable asset of the business such as manufacturing plants and equipment (Hanson‚ Hitt et al. 2011). In tangible resources‚ we’ll be looking at the company’s financial resources‚ the organizational resources and technological resources. Financial Resources In this part‚ we’ll be analyzing the company’s financial resources which are involved are the analysis of solvency‚ profitability‚ investor’s ratio‚ liquidity ratios and analysis
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| | Running Head: BRAND EQUITY AND POSITIONING Quaker Oats – Brand Equity and Positioning Abstract Brand equity and positioning are integral parts of any marketing campaign. Any product or service needs to provide value to its customers in order to be successful. A personal interview and research reveal information about the Quaker Oats brand‚ how it created equity and its position in the market. Having a solid foundation and keeping up with changes in trends and society are the keys to a
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Embracing Information Technology (IT) can help Idea Exchange improve its stake in the market by changing its business environment in three key ways: It will change the dynamics of competition by changing Idea Exchange’s structure. It can promote competitive advantage by giving Idea Exchange new means of outperforming rival companies by offering substitute services It will spawn Idea Exchange from within current operations of conducting businesses (Kimberly & Evanisko‚ 1981) Lack of global presence:
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1 BRAND EQUITY OF PROCTOR & GAMBLE Introduction This paper will answer question regarding the marketing strategy and case study of Proctor & Gamble. Proctor & Gamble Success Factor P&G has a global leader position in the consumer goods industry with many well known premium products in its portfolio like: - Fabric and Home Care: Tide‚ Cascade - Baby‚ Feminine and Family Care: Bounty - Beauty Care: Max factor‚ Cover Girl‚ Head & Shoulders - Health Care: Crest - Food and Beverage: Folgers Coffee
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Brand equity is considered a key indicator of the state of health of a brand‚ and its monitoring is believed to be an essential step in effective brand management (Aaker‚ 1991‚ 1992). Both researchers (e.g. Shocker et al.‚ 1994) and practitioners (e.g. Biel‚ 1992) have argued for the importance of understanding the concept of brand equity. Country of origin is another important variable influencing consumer perceptions of brands (Hulland‚ 1999) and brand images (Ahmed et al.‚ 2002). In the present
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