Brand Exploratory Research (Consumer perspective) By doing this research‚ we intend to find the health of the brand‚ its sources of equity and suggest improvements if any. Name: Age: Gender: How often do you purchase dresses of the brand Calvin Klein? a. < 4 months b. 4-6 months c. 6-10 months d. Once a year e. Other How would you rate the following brand personality elements associated with Calvin Klein Products? (1-lowest and 5-highest) Brand Element | 1 | 2 | 3
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Question 1: The marketing advantages of strong brands There are many definitions of a strong brand‚ but in general it is assumed that a ‘strong brand’‚ or a brand with high ‘equity’‚ provides advantages to the brand’s owner (Wood 2000). These advantages allow the opportunity to charge consumers a premium price. Also‚ the product range of a strong brand can be extended (Spiggle‚ Nguyen and Caravella 2012). But moreover‚ a strong brand is less likely to be the victim of hostile competitive marketing
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the Human Psychology behind this Aim * The main Aim behind doing this survey was study the Human Psychology behind brands. * Literature review Teens and brands the preponderance of rather limited literature on teen brand attitudes has focused on the influence of socialization agents. In 1977early research showed that parents influence children’s clothing brand
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What makes the Samsung brand successful? Marketing has been defined by The Chartered Institute of Marketing (2001) as …“the management process responsible for identifying‚ anticipating‚ and satisfying customer requirements profitably”… This essay will focus on the technology sector and attempt to uncover what makes the Samsung brand successful. Using key marketing theories of branding concept‚ brand equity and brand positioning in a logical order it will critically evaluate these concepts in
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Levi Strauss: Creating Brand Equity 1. Analyze the Dockers communications strategy at the time of the launch. How did it fit with past Levi’s advertising efforts? How did it contribute to brand equity? Throughout the years‚ LS&Co. developed a brand reputation of being durable‚ high quality and reliable. In the 1950s‚ product placement of teen idol James Dean made Levi jeans an “essential fashion among the emerging baby boomer generation.” By 1989‚ the baby boomer demographic (25 - 49) were
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[Type text] [Type text] [Type text] Name: Ibrahimkhanli Nihad ID: 9253147 WHY DO PEOPLE BUY BRANDS? Brand are inevitable component of modern business‚ which means a class of products‚ that serves to determine a certain product and all have particular name‚ furthermore‚ all are made by a specific company. Primarily‚ mission of the brands is to connect two different basic areas of production and consumption‚ which has a great influence on economy and community. Although‚ these areas were integrated
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while choosing right brand ambassador In collaboration with Claudia de Pretto‚ e-Luxury Specialist at IC-Agency Global companies have long understood the power and impact of associating popular personalities with their brand name and products. Most will agree that a successful brand ambassador can make or break a new product launch‚ or even catapult a company into a new era of exponential revenues after a long drought of fading brand clout. But these days choosing a brand ambassador isn’t what
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This paper discusses about Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first‚ along with some real examples of how firms make use of personality traits to strengthen their brands. The shortcomings of the two existing theories will then be analyzed‚ and some measures developed by recent researchers will be introduced in order to overcome the weaknesses. I chose this topic because I am interested in psychology and personality traits. Many
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global brands and the key issues companies need to focus on in order to improve. However‚ few have concentrated on the unique requirements for fashion brands. In addition‚ while research on Asian garment industries have emphasized the need to shift from original equipment manufacturing to original brand manufacturing‚ few have elaborated further on how countries can improve their abilities to produce global fashion brands. By exploring the reasons for the lack of global Asian fashion brands‚ analyzing
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COCA COLA – A BRAND EQUITY MODEL study: Brand Asset Valuator Model : In the BAV Power Grid‚ CocaCola will be placed among the companies which are leaders with high earnings or high potential. We may look at the position of CocaCola in the market with respect to the following parameters :- Differentiation : This measures the strength of the brand’s meaning. CocaCola‚ to maintain the differentiated product that it aims to achieve invests 20% of its advertising budget on its differentiating
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