1 0 T Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial
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Customer Relationship Management: IN B2C MARKETS‚ OFTEN LESS IS MORE Grahame Dowling ustomer Relationship Management (CRM) is premised on the belief that developing a relationship with customers is the best way to get them to become loyal and that loyal customers are more profitable than non-loyal customers.1 Frederick Reichheld has argued that a company can achieve significant increases in profits from only small improvements in customer retention rates. The strategy is to engineer increased
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IMC and brand building In this essay‚ the integrated marketing communication is discussed. Integrated marketing communicated plays an important part in the brand building process. Brand is the central of the IMC. And an effective IMC can help the business build the positive brand image. After introduce the relationship between IMC and brand building process‚ Bee&Flower are the example of brand building using IMC and get the great process. The advertising‚ the international marketing‚ and the sales
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relevant to brands‚ their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality
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"Suppressed Desires" by Susan Glaspell is a two-scene play about a woman‚ Henrietta‚ who is obsessed with dream interpretation and seems unable to stop over-analyzing the dreams of her husband‚ Stephen‚ and Henrietta’s unsophisticated sister‚ Mabel. Mabel knows so little about psychoanalysis that she think it is "something about war‚" though she has seen a psychiatrist‚ Dr. Russell‚ the same psychiatrist who cares for Stephen. Henrietta respects psychoanalysis until eventually‚ her mind changes about
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are some moments when it must be taken” (Amistad). Those who are repressed seek expression; those who are trapped…freedom. The human spirit rebels against dominance‚ propelling those effected into action. The short dramatic play‚ “Trifles‚” by Susan Glaspell showcases the repression of American women by a male dominated society during the late 1800’s. The protagonist‚ Minnie Wright‚ remains unseen throughout the play. Just as women of the playwright’s time were silenced in matters that affected
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Susan Glaspell’s one act play was created in 1916. The setting of the play is in a small farmhouse‚ and everything including demonstrates the women’s lives. It shows the writer being occupied with the lifestyle‚ which is bound by the sex and gender roles. Gender was the main theme in this short story. As it has been elucidated in the title‚ Trifles mean something of by zero centrality. The women in this overall population are seen as the losses of time‚ which has no significance. The women are simply
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Trifles Defense Critic Essay A critic once said‚ “Trifles is a lousy play. By the third page we know who dun it‚ so there isn’t much reason to sit through the rest of the play.” This statement is a closed minded opinion. Susan Glaspell‚ the author of “Trifles”‚ does depict the murderer in this detective story but leaves the audience sitting in question of the motive for the mariticide. The play “Trifles” is an interesting and a great play because it offers questionable motives‚ the truth of the
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Indian Institute of Management Bangalore Post Graduate Programme Sales and Distribution Management PGP (Term 4) 2014-15 Prof. Avinash Mulky 1. Introduction The quality of sales and distribution management is an important determinant of success in customer acquisition and revenue growth for companies across business sectors. Although some businesses sell directly to their customers using a client acquisition team or company sales force‚ many sales organizations utilize a channel for
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Marketing association ‚ a brand is 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 the competition.” However branding is much more; what distinguishes a brand from its unbranded commodity counterpart and gives it equity is the sum total of consumers’ perceptions and feelings about the product’s attributes and how they perform‚ about the brand name and what it stands
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