Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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BRAND WARS: WHEN BIG BRANDS PLAY DIRTY “In business as in life‚ you don’t get what you deserve‚ you get what you negotiate.” Chester L Karrass. Today companies do not sell on the basis of their products. The features or benefits provided by the product is a small cog in the whole machine of the customer interaction process adopted by the company. The product sells on the basis of its power to convince customers‚ to appeal to customers and to attach a certain sentiment with the customers. This
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Case 2: Pacific Brands: Rebuilding the brand Industry: Australian Textile(Apparel) Industry Australia listed company from 2004. Product segment of Pacific Brands: Underwear & hosiery: 1/3 of sales‚ contributes more than half of the earnings Workwear: account for just over 22% of sale Homewear: account for just over 22% of sale Footwear‚ outerwear and sport business: $175 million write-down on the division at February 2011 Market segment of Pacific Brands: Australian‚ New Zealand‚ UK
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was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay‚ Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands‚ the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001—which added the Gatorade brand to its portfolio. As of January 2012‚ 22 of PepsiCo’s product lines generated retail sales of more than $1 billion each‚ and the company’s products were distributed across more than
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What is a Brand ? Brands were originally developed as labels of ownership: name‚ term‚ design‚ and symbol. However‚ today it is what they do for people that matters much more‚ how they reflect and engage them‚ how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets‚ and indeed become the organization’s most valuable assets. A brand is name‚ term‚ sign‚ symbol‚ design‚ or a combination of the above to identify the goods
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Susan Glaspell’s 1916 play titled “Trifles” uses many elements of drama such as‚ diction and spectacle through the actions of the two women as they rummage through a unusually messy kitchen to develop complexity and hold the attention of the audience until the very end. Glaspell uses irony and common misconceptions to convey her powerful message “Trifles” is also a play that reflects a clear notion of gender and sex roles. Glaspell‚ a feminist writer‚ writes plays that are known for their development
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IKEA has created a global brand focused on low prices and contemporary designs. In 2009‚ Interbrand ranked IKEA 28th on its list of the top 100 global brands (# 35 in 2008 indicating 10% increase in brand value over just year). IKEA’s success is attributed to its vast experience in the furniture retail market‚ its product differentiation and cost leadership. The brand Ikea has become iconic in consumers’ minds. CEO‚ Anders Dahlvig‚ states “the awareness of our brand is much bigger than the size of
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Founded in 1907 by French chemist Eugene Schueller‚ who developed an improved and innovative hair dye called Aureole‚ L’Oreal has become a multi-brand‚ multi-billion dollar company in the last century. Today‚ L’Oreal boasts twenty-five global brands and claims €17 billion of consolidated sales in 2007 (L’Oreal). In addition to the L’Oreal brand‚ other popular brands include Garnier‚ Maybelline‚ Lancome‚ Georgio Armani‚ Ralph Lauren‚ Redken and Diesel (Adage). L’Oreal was ranked sixteenth in the U.S
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TVS Group and its subsidiaries. About mission‚ vision statements of the company. This report also includes BCG matrix of various TVS industries‚ Porter’s five force analysis on TVS motors‚ Ansoff matrix and SWOT analysis of various TVS motors brands. AMRITA GOPIKRISHNAN ANOOP KUMAR S BALRAM RAIKAR KARTHIK G VIGNESHKUMAR B [TVS GROUP] November 2‚ 2012 INTRODUCTION The TVS Group was established in 1911 by T.V. Sundaram Iyengar .It is one of India’s largest industrial entities and
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Consumer Perceptions of Store Brands Presented By: Chris Frimel Jeffrey Fox L. Renee Graves Dustin Huffman Introduction Consumer perception heavily influences consumption and spending behavior. As consumers search for ways to stretch their tight budgets‚ many factors motivate these behaviors. Such factors include loyalty‚ convenience‚ quality‚ quantity‚ usages‚ product placement‚ and many others. Of these factors‚ price‚ quality‚ and convenience are most sought after when consumers
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