7-Up : The uncola. ABN AMRO Bank : Making More Possible Accenture : High Performance. Delivered Ace Hardware : Ace is the place with the helpful hardware man. Acura : The road will never be the same. Adobe : Better by Adobe. Adobe : Simplicity at work. Better by adobe. Aflac : Ask about it at work. AIG : We know money. AIG or American International Group Insurance Company : We know Money Air Canada : A breath of Fresh Air Ajax : Stronger than dirt. Alka-Seltzer
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II. Table of Contents Table of contents ……………………………………………………………………………….p.2 List of tables …………………………………………………………………………………….p.3 List of graphs …………………………………………………………………………………...p.4 List of appendices ………………………………………………………………………………p.5 Executive summary a. Major findings ………………………………………………………………………………..p.6 b. Conclusions…………………………………………………………………………………...p.6 c. Recommendations…………………………………………………………………………….p.6 Problem definition a. Background to the problem………………………………………………………………...…p
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people say brand‚ the brands that come to mind straight away would be Coca-Cola‚ Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However‚ in marketing terms it is defined as ‘a name‚ term‚ sign‚ symbol or design‚ or a combination of these‚ intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler‚ Brown‚ Adam‚ Burton‚ Armstrong‚ 2007). A brand can be defined
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Find the paradox • Brand value pyramid Another tool: Find the paradox • Overcome negatively correlated attributes and benefits (paradox) Examples of neg. correlated attributes and benefits • Price and quality • Taste and low calories • Power and safety • Comprehensiveness (variety) and simplicity • Strength and refinement Strategies to Overcome Attribute and Benefit Trade-offs • Establish separate marketing programs • Leverage secondary association (e.g.‚ co-brand‚ use celebrities)
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CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Brand elements‚ sometimes called brand identities‚ are those trademarkable devices that serve to identify and differentiate the brand. The main brand elements are brand names‚ URLs‚ logos‚ symbols‚ characters‚ spokespeople‚ slogans‚ jingles‚ packages‚ and signage. Independent o f the decisions made about the product and how it is marketed‚ brand elements can be chosen in a manner to build as much brand equity as possible. That is‚ according to the customer-based
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AI & Soc (2014) 29:11–21 DOI 10.1007/s00146-012-0435-x ORIGINAL ARTICLE Authentic virtual others? The promise of post-modern technologies Taylor Dotson Received: 17 May 2012 / Accepted: 18 September 2012 / Published online: 30 September 2012 Ó Springer-Verlag London 2012 Abstract While modern technological development has promised the liberation of humanity from the constraints of the natural world: disease‚ toil‚ hunger and so on‚ postmodern technological developments promise a
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The Impact of Brand Personality on Brand-Aroused Feelings Dr Karen Miller School of Management and Marketing‚ University of Southern Queensland‚ Toowoomba‚ QLD‚ Email: Miller@usq.edu.au Brand managers are increasingly using brand personality to differentiate and uniquely position their brand without really knowing its effects. This study begins to addresses this gap by examining the effects of brand personality on brand-aroused feelings across the product categories of sport shoes‚ mobile phones
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summary Sunsilk is one of the world ’s most popular hair care brands and is currently marketed in more than 50 countries. It was launched in India in 1964 .Over the decades it has been revamped‚ constantly keeping it contemporary with the changing times and consumer preferences. Objective: To enable brand image measurement of Sunsilk. Methodology: The two models developed are: 1 Model used Instrument of data collection Sample size Brand asset valuator model Questionnaire 25 respondents 2 Model
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Brand identity specifies the facets of brands’ uniqueness and value. The common element sending a single message amid the variety of products‚ actions and communications. Brand positioning is the main difference creating preference in a specific market at a specific time for its products. For existing brands‚ identity is the source of positioning‚ or the angle used by the products of that brand to attack a market in order to grow their market share at the expense of competition. What is the organisation’s
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"Purse" or "Handbag" or "Pouch" [edit] The term "purse" originally referred to a small bag for holding coins. In British English‚ it is still used to refer to a small coin bag. A "handbag" is a larger needed accessory‚ that holds items beyond currency‚ such as a woman’s personal items and emergency items to survive on. American English typically uses the terms "purse" and "handbag" interchangeably. The term "handbag" began appearing in the early 1900s. Initially‚ it was most often used to refer
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