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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Executive Summary This Consultancy Report on brand management of Shandy Cola is prepared to address the branding problems of Shandy Cola. The report starts off with the project introduction leading to the over view of organization’s current Branding strategies and their practices. Our sequential process of brand audit is divided into two phases. (1) It starts off with an internal perspective of the organization about the brand through brand inventory (2) Brand exploratory using the technique of in depth
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Sources of brand equity The sources of brand equity come from TV commercials‚ sponsorship‚ events‚ promotion‚ logo‚ package and the slogan. Details of each are as follow: TV Commercials: The Main characters in the commercials are always male. This emphasizes the masculine nature of the beer and infers that the beer is for man. Another special point is that quite a number of them are about relationship encounters (e.g. in bars‚ supermarkets etc)‚ this communicates the joy of life. Furthermore
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Brand Audit and Planning Telenor Group Members: Syed M. Humair & Fahad Habib EMBA-2009-F-13 EMBA-2009-F-54 NUST BUSINESS SCHOOL Brand Management Submitted to: Zeenat Jabbar Table of Contents 1. Introduction 3 2. Brand Architecture 4 3. Brand Elements 5 3.1. Telenor Logo 5 3.2. Telenor Tagline 5 3.3. Telenor and its association with sub-brands 5 3.4. Djuice 5 3.5. Talkshawk 6 3.6. Persona 6 3.7. Easypaisa 6 4. Brand Resonance 7 4.1. Defining Brand
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26‚ Nos. 11–12‚ October 2010‚ 1037–1056 Do brand names in a foreign language lead to different brand perceptions? Laura Salciuviene‚ Lancaster University‚ UK Pervez N. Ghauri‚ Kings College London‚ UK Ruth Salomea Streder‚ Lewis-Global Public Relations‚ UK Claudio De Mattos‚ Manchester Business School‚ UK Abstract This study examines the effects of brand names in a foreign language‚ country of origin‚ and the incongruence between the two on brand perceptions of services. Employing congruity and
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BRAND LAP- AN EMPIRICAL STUDY ON LOYALTY‚ AWARENESS‚ PROMOTION INTRODUCTION The term brand has become the buzzword of the twentieth century. Manufacturers‚ marketer and corporate think tank have left no stone unturned in coming up with the new and innovative brand strategies that have not only captivated customers but have led to paradigm shift in the who process of branding. Gone are the days when a ‘brand’ was meant to give recognition to a product or at the most to a company. The 21st century
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Comme des Garçons Brands: A Cultural Perspective Lecturer: Jacob Östberg School of Business Stockholm University Individual take-home exam Anh Helge 3 June 2009 Introduction The current paper discusses how and why a particular brand functions as a cultural resource and how companies benefit from this brand functioning as a cultural resource. The brand selected for the discussion is the Japanese fashion line Comme des Garçons. The paper is divided into two parts. The first part defines
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Business School MSc in Corporate Brand Management Academic Year 2010-2011 Resource-Based View of Brands 0839648 A Dissertation submitted in partial fulfilment of the requirement for the degree of Master of Science Brunel University Brunel Business School Uxbridge‚ Middlesex UB8 3PH United Kingdom Tel: +44 (0) 1895 267007 Fax: +44 (0) 1895 269865 ABSTRACT
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become the eyes catching brand in the most famous giant shopping mall. This brand also the most successful brand that I meet that can compete with the foreign same line brands like Giordano‚ Esprit‚ Elle and etc. From the minor focus group I did between my friends and relatives‚ surprisingly more than 90% of them thought that Padini is the foreign branded name like Esprit. Until I told them that actually Padini is the Malaysia local brand they also feel proud of this brand--- Padini. Thus‚ Padini
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NESCAFE- Brand lifecycle Shreya Ghosh Fashion Marketing and Retailing Nescafé is a brand of instant coffee made by Nestlé. It comes in many different product forms. The name is a portmanteau of the words "Nestlé" and "café". Nestlé’s flagship powdered coffee product was introduced in Switzerland on April 1‚ 1938. a brand introduced by the Nestlé company‚ can be traced back to the 1930s. FIRST STAGE – LAUNCH OF THE BRAND. Nescafe launched under the umbrella brand of Nestle. It offers its
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