Page 1 of 8 ANZMAC 2009 Vertical Brand Extensibility: A Conceptual Framework Nicolas Pontes‚ Monash University‚ nicolas.pontes@buseco.monash.edu.au Colin Jevons‚ Monash University‚ colin.jevons@buseco.monash.edu.au Abstract Brand extension have been discussed to a great extent during the past two decades‚ however‚ most of the work has focused horizontal extensions and little attention has been payed to vertical brand extension. To fulfil this imbalance of existing knowledge‚ in this article
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like to talk about statistics. The word “statistics” is using in at least four different sense. First of all‚ it can indicate a whole subject or discipline. Secondly ‚ the term may use the methods to collect quantitative data. Thirdly ‚ the collection of data‚ gathered by those methods‚ can apply the term. And the last one ‚ it is an average. Statistics is when we observe people‚ things and events in the world around us. We notice their similarities and differences ‚ their pluses and minuses‚ their
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Answer all the questions and submit this assignment on or before 31st October 2011‚ to the coordinator of your study center. 1 a) Describe the role of marketing communication in effective marketing of a firm’s product/service offering. Unit 1.2 b) What is promotion mix? Explain the various components for planning promotion strategy for any service brand of your choice. Unit 1.6 2 a) Why is media planning important in advertising? Bring out the merits and demerits of the various
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In cultural anthropology and sociology‚ reciprocity refers to non-market exchange of goods and labour; that is‚ "gift economic systems". It is the basis of most non-market economies. The concept was key to the debate between early anthropologists Bronislaw Malinowski and Marcel Mauss on the meaning of "Kula exchange" in the Trobriand Islands off Papua New Guinea during the First World War.[1] Malinowski used Kula exchange to demonstrate the apparently random gift-giving was in fact a key political
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Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism‚ Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique‚ (2) personality‚ (3) culture‚ (4) relationship‚ (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented
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group - fits the organisation with the aim of creating a preference. Positioning Approaches 1. Is relative to competition. 2. Exists in the mind of the consumer. Attributes Competitors Use or application Price/quality Product user Product class Cultural symbol Positioning Quiz RyanAir Price KLM Attribute: emotional (reliable) Singapore Airlines Attribute: service Marlboro Cultural symbol (cowboy) Zwitsal / Johnson’s Product user: for babies Avis Competition:
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place their brands and products in movies or in TV series to subtly get consumers to notice their brands‚ this is called brand placement. Two products which I have noticed in movies are Apple iMacs in the Twilight movie Breaking Dawn Part 1 (2011) and Manolo Blahnik shoes in the Sex and the City Movie (2008). These were both big blockbuster hits which many people viewed and obsessed over. They both star very famous celebrities who play desirable characters. In the movies both the brands are clearly
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Foreign trade financing is an integral part of banking business. Documentary Credit (also called letters of credit or “L/Cs”) is the key player in the foreign exchange business. With the globalization of economies international trade has become quite competitive. Timely payment for exports and quicker delivery of goods is‚ therefore‚ a pre-requisite for successful international trade operations. Growing complexity of international trade‚ separation of commercial parties across the globe and operating
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Chapter 1 Introduction to Services Marketing In general‚ goods can be defined as objects‚ devices‚ or things‚ whereas products refer to both goods and services. A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. The distinction between goods and services is not perfectly clear. Service is the sum of all encounters between a customer and
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MARKETING STRATEGY‚ BRAND‚ AND BRAND POSITIONING ANALYSIS RINSO : A CASE STUDY PAPER MARKETING MANAGEMENT AS A MID TEST ASSIGNMENT MEINAWATI‚ YE 51B‚ 29114877 | STATEMENT OF ORIGINALITY I hereby certify that I am the sole author of this paper and that no part of this paper has been published or submitted for publication. I certify that‚ to the best of my knowledge‚ my paper does not infringe upon anyone’s copyright nor violate any proprietary rights and that any ideas‚ techniques‚ quotations
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