How to measure brand image: a reasoned review Luca Cian‚ Ross Business School‚ University of Michigan‚ USA* The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered‚ including attitude scales‚ Q-Sort‚ Natural Grouping‚ Kelly Repertory Grid‚ Laddering‚ Benefit Chain‚ Projective Techniques‚ Brand Personality‚ and Brand Narration. Considering the number of tools presented‚
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STRATEGIC BRAND MANAGEMENT INDIVIDUAL PROJECT : CONTENTS INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10 INTRODUCTION Throughout this paper‚ we will try to introduce you more closely to the brand of NIVEA‚ its core brand values‚ way of operating
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Daystar University Topic: Brand Building Name: Joyce Njoki Admission Number: 10-1718 Submitted to: Mrs. Julie Muraya School of Communication Valley road Campus THESIS Topic Brand building Thesis statement Brand building is a public relation function that involves understanding the type of brand the company requires and the types of brand assets involved in brand building that lead to development of a strong brand. BRAND BUILDING Introduction Branding is the use of words‚ designs and symbols to
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is a key element of a firm’s marketing strategy. Strong brands help establish the firm’s identity in the market place‚ and develop a solid customer franchise (Aaker‚ 1996; Kapferer‚ 1997; Keller‚ 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson‚ 1992). A strong brand name Theycan also provide the basis for brand extensions‚ which further strengthen the firm’s position
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brand design + strategy BRAND ASSESSMENT WHAT IS A BRAND? Though a brand is oftentimes mistaken as a variety of different things‚ it’s important to understand its ambiguous nature. A brand is not simply the logo‚ nor the visual identity. A brand is not the product‚ the service‚ the slogan or the advertising campaign. A brand is not even controlled by the company behind it. Rather‚ a brand is a collection of perceptions that reside in the mind of the consumer/customer. It is the gut feeling
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Junk January 16‚ 2015 Nike’s Brand Extensions Stephen Grothe‚ Instructor Consumer Behavior Upper Iowa University Introduction Brand extension is defined as “the practice of using a well-known brand name to promote new products or services in unrelated fields” (Collins English Dictionary‚ 2015). Nike was once a startup company that only manufactured and distributed shoes after Phil Knight founded the company in 1964. Since Nike was founded in 1964‚ their brand has extended from just manufacturing
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premium car manufacturers in the world. Brand associated with quality‚ class‚ exceptional design‚ outstanding performance and innovation. BMW has a well-structured brand hierarchy where at the corporate brand level BMW pioneered the luxury sports car category by combining distinct style and performance consideration. BMW has a smart positioning with corporate brands and offers a large fleet of models that vary in price‚ quality and performance. Below is a brief brand- product matrix: Product Models Entry
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FAVOURATE BRANDS: 1. SONY ERICCSON-K800i 2. MERCURY WOOFERS 3. BMW 4. PANDA BEAR 5. WRIST WATCH-SAMSUNG DESCRIPTION ABOUT THE FAVOURATE BRANDS: ➢ SONY ERICCSON-K800i: What do you like about the product or brand name? I like Sony Ericsson-K800i because its sound quality‚ graphics and other features are too much better than all other hand sets. What do you dislike? I don’t like its joy stick because it is very sensitive and become an interrupt for me. What
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S1 In my presentation I’m going to analyse the “Brand Failure”‚ giving some examples… S2 …Like: INTRODUCTION: Some rules why brands fail Brand myths CLASSIC FAILURES: New Coke VS Pepsi IDEA AND CULTURAL FAILURES: Kellogs cereal mates Kellogs in India Schweppes tonic water in Italy S3 Introduction In the past‚ branding was created to protect products from failure‚ and products were responsible for the fate of a company: when the sales decreased‚ the product failed. Now the
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Corporation: Managing a High Growth Brand 1 One of the main keys for success for Starbucks in building the brand is their focus on quality‚ starting by the quality of the whole bean‚ the freshly roasted gourmet beans‚ its packaging‚ transportation‚ until its brewing. This has served as a main differentiator between Starbucks and other brands. Starbucks has succeeded to position itself as a unique quality coffee provider. Starbucks also managed to build its brand with the perception of a “complete
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