Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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Vaseline Petroleum Jelly Consumer Behavior Case Study August 4‚ 1999 Presented by: Kurt Beloff Donald Chase Brendan O’Hare Matej Okorn Yejin Shim Company Overview Chesebrough-Ponds incorporated (CPI) was formed in 1955 through the merger of Chesebrough manufacturing company and Ponds Extract Company. In 1976‚ the company had six divisions with after-tax profits of $54 million on net sales of $747 million. Product Overview Robert Chesebrough first discovered Vaseline Petroleum Jelly
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The true immediate costs for Shell Oil Company are untabulated. The company lost 60% of its production in the Gulf in the following weeks after hurricane Katrina. The Shell Company suffered intangible losses of employee moral and high turnover. Its tangible losses are not limited to losses in refining capacity‚ downed transporting pipelines‚ and downstream revenue from retail stores sales. However despite these immediate losses Shell occurred‚ it remains the Worlds second most profitable oil and
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The story Shells is a realistic fiction story about a teenage boy trying to make the best of his new life. In the beginning‚ Michael is angry and depressed that his parents died‚ and that he is living with his aunt‚ Esther. Soon michal finds a hermit crab named Sluggo and takes it back to Esther’s house. When he comes home he is excited and surprised that she let him keep it. In the end Esther thinks Sluggo needs a companion. When they are at the pet store aunt Esther is a whole new and nice person
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Physique according to him is the basis of the brand. –E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust” •Personality is same as Aaker‚ it answers the question “what happens to this brand when it becomes a person?” •Culture symbolizes the organization‚ its country-of-origin and the values it stands for. –E.G. traditional brands like balsara‚ dabur and zandu. Relationship is the handshake between consumer and the organisation. –E.G. the
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International Brand Architecture Brands play a critical role in establishing afirm ’svisibility andABSTRACT position in international markets. Building a coherent international brand architecture is a key component of thefirm ’soverall international marketing strategy‚ because it provides a structure to leverage strong brands into other markets‚ assimilate acquired brands‚ and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and
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Brand Personality Definition Have you recently come across statements like “Brand X is rugged and macho with a spirit of adventure and freedom” or “Brand Y is stylish‚ trendy‚ younger and competitively priced”? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traits
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Owner’s Equity Paper ACC/423 Katie Bradbury October 26‚ 2014 Raymond Ho Introduction Paid in capital is the source of raised by the company from equity‚ and not from ongoing operations in the stock markets in the form of shares. Earned capitals are the resources that a company will acquire in the form of income due to the sale of good and services the company offers. These capitals are both very important to the development and growth of the company’s daily operations. Investors believe
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Debt versus Equity Financing Debt financing versus equity financing‚ which financing has more advantages over the other financing. Debt vs. equity financing is the most vital decision a manager will face when determining the needed capital to fund his or her business operations. Both types of financing are the main sources of capital that is available to a business. Both types of financing have advantages and disadvantages when a manager or owner is trying to raise capital. Debt Financing Debt
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Definition of debt and equity 4 a) Definition of Debt 4 b) Definition of equity 5 2. Example of mix structure capital 5 IV. TECHNICAL SECTION 11 1. Debt Financing – Pros & Cons 11 a) Definition and Classifications of Debt Financing 11 b) Advantages of Debt Financing 14 c) Disadvantages of Debt Financing 15 2. Equity Financing – Pros & Cons 16 a) Definition & Classifications of Equity Financing 16 b) Advantages of Equity Financing 18 c) Disadvantages of Equity Financing 19
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