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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PERFUME USING ALMOND OR GRAPESEED OILS OBJECTIVE: MATERIALS: * Flower * Spice * Leaves or bark * Jar * Water * Strainer * Jojoba Oil PROCEDURES: 1. Fill an 8 ounce jar with the flower‚ spice‚ leaves or bark. Pack it full. Next‚ pour in the oil until the jar is full. Put on the lid and shake vigorously. 2. Place the jar in a warm‚ dark place and shake every day for at least one week. Remove the lid and smell. If the scent is not strong enough‚ replace the
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Mireles 1! Servando Mireles Dr. O’Hare English 112 10 February 2015 Rhetorical Analysis for “Cultivating Failure” In her article‚ “Cultivating Failure‚” Caitlin Flanagan argues that gardening in schools is actually “robbing an increasing number of American schoolchildren of hours they might have otherwise spent reading important books or learning higher math” (Flanagan 1). She simply states that these are the things that have “lifted uncounted generations of human beings out of the desperate daily
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Q: "Brands vary on the amount of power and value they have in the marketplace. A powerful brand has high Brand Equity" Intro "Brand equity is the marketing and financial value associated with a brand ’s strength in the market" (Dibb and Simkin pg 73) Some of the factors that contribute to the creation of high brand equity are brand association‚ awareness‚ attractiveness to buyers and brand loyalty. For a company to see major success it must establish and sustain high brand equity. The
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This essay will analyze the key factors that may lead the intelligence failures to occur. Through discovering various materials‚ I find out that the failures are commonly caused by a combination of internal and external errors. Before discussing some reasons for the error‚ we need to understand the nature of intelligence work. The work is an outcome of team effort‚ as it consist a series of human endeavours‚ therefore it cannot be completely accurate. In fact‚ the intelligence failure could cause
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reproduced without written permission from the author. Brand awareness and brand image Chuck Chakrapani Building brand equity To build brand equity‚ we need to start with the building blocks of brand equity. They include brand awareness‚ and brand image or the associations that a brand evokes. Brand awareness Brand awareness has two components: breadth and depth. Let us first consider depth . While a consumer may be aware of many brands‚ all brands are not equal in terms of awareness. The depth of
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Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal‚ providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum‚ so research into this arena becomes increasingly important. Given the potential for packaging to successfully achieve marketing goals; does research into packaging truly
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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Brand Equity A brand represents a “name‚ term‚ sign‚ symbol‚ or design‚ or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Without a recognizable brand‚ a product is but a mere commodity. It’s more than just a name‚ term‚ symbol‚ etc. – a brand is everything that one company’s particular offering stands for in comparison to other brands in a cate-gory of competitive products. As the value
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Group Brand Audit Project Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a "first come‚ first serve" basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way‚ the other gps will know which brands are already taken on a first come first serve basis. Once your
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