Brand Management Part 1 Lecturer: Francesco P. Veneziano Submitted by: Neyn 002FM005 11th June‚ 2008 Page 1 Contents Introduction Executive Summary The Company History Milestones Locations over the world Page 3 Page 6 Page 9 Page 9 Page 13 Page 17 Actual Marketing Marketing mix (4ps) SWOT‚ PEST analysis of the company Brand Strategy Doctrine Page 18 Page 18 Page 28 Page 36 Financial (3 years) Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007)
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Contents I. Introduction 2 II. Brand 1. Definition of Brand 3 2. What Makes a Brand Great 4 3. Brand as a Business Asset 6 III. Global brand 1. Globalization and Brand 7 2. Brand Building Focus on the Brand Identity 7 IV. Building Brand with Brand Advertising 1. Building Brand – The Role of Sponsorship 10 2. Building Brand – The Role of Web 13 3. Building Brand – The Role of Media Advertising 14 V. Conclusion 15
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The Brand Value Chain A value chain is the whole series of activities that create and build value at every step Definition: A value chain is the whole series of activities that create and build value at every step. The total value delivered by the company is the sum total of the value built up all throughout the company. Michael Porter developed this concept in his 1980 book ’Competitive Advantage’. Description: The significance of the value chain: The value chain concept separates useful activities
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Hart’s theory and legal system Introduction One of the principal lessons of ‘The concept of law’ is that legal systems are not only comprised of rules‚ but founded on them as well. In contrast to Austin who had insisted that the sovereign makes all of the rules‚ Hart argued instead that the rules make the sovereign. In this essay‚ I would like to explain Hart’s theory and how the social rules are related to the legal system and rules of recognition. This essay has five parts. In the first part
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------------------------------------------------- GROUP 29 ------------------------------------------------- ‘The Incredibles’ Module Code : ADM 620 Module : Principles of Marketing Tutorial : 1 Title : Famous Brands Date Due : 19 February 2013 Student Details: 1. Ayesha Mia 2206234 2. Igshaan Peters 3318617 3. Nadeem Davenhill 3316501 4. Gracia Jacobs 3319038 Statement: All the sources used and/or quoted have been indicated and acknowledged by means of
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Professional Qualification (Please specify)______ Post graduate()_ Graduate_()__ Q1. Do you have your own mobile phone? a) Yes b) No Q2. How many mobile phones do you have? a) 1 b) 2 or more Q3. What brand is it? a) Nokia b) Blackberry c) Iphone d) Samsung Q4. You often use mobile to? a) Call b) Sms c) Wap (mobile internet) d) MMS Q5. What type of phone would you like to have? a) Flap phone b) Slide phone c) Tough phone
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XYLYS BRAND PERSONALITY AND SELE-IMAGE CONGRUENCE ANALYSIS Question 1.1: According to the brand personality article and the Exhibit 2 & 5‚ the similarity/differences could be observed as follows. Both users and non-users consider the luxury watches as quite sincerity‚ which is associated with the personality traits of down-to-earth and honest. Excitement dimension is associated with exciting‚ daring‚ imaginative‚ spirited and up-to-date‚ and this dimension of brand personality is more favorable
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Consumer perceptions of store brands versus national brands Abstract Purpose – The objective of this study is threefold. First‚ the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second‚ the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third‚ they want to find out whether store patronage
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THE CONCEPT OF CARE AND THE NURSING METAPARADIGM Caring is a core element in nursing even yet it remains elusive to the entire nursing metaparadigm. All nurses as required by their profession must be caring. For it is through caring that nursing derives its uniqueness and contributes significantly to health care (Thorne‚ Canam‚ Dahinten‚ Hall‚ Henderson‚ and Kirkham‚ 2002). This is not only the patient as an individual but the family and community as well. Further as the nursing profession continues
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CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Brand elements‚ sometimes called brand identities‚ are those trademarkable devices that serve to identify and differentiate the brand. The main brand elements are brand names‚ URLs‚ logos‚ symbols‚ characters‚ spokespeople‚ slogans‚ jingles‚ packages‚ and signage. Independent o f the decisions made about the product and how it is marketed‚ brand elements can be chosen in a manner to build as much brand equity as possible. That is‚ according to the customer-based
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