BRAND PORTFOLIO METAPHORS BASED ON AAKER’S BRAND PORTFOLIO STRATEGY Kent Dahl kentd@kth.se Different Relevancein Different Contexts Proffesional World Indek/IPD‚ Guest Lecturer Master Thesis‚ Endorsed by Uggla Educational World Educational Music World Professional Music World Music World Internal& ExternalPerspectives What a weak sub‐ brand! Portfolio Roles No‚ it’s a Linchpin brand! Product Defining Roles ProductDefiningRoles
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Brand IPL touches the sky Mumbai: After capturing the hearts and minds of millions all across the world‚ Indian Premier League has now crossed another landmark. According to a recent study by a UK-based brand valuation consultancy‚ the brand value of the IPL has more than doubled to USD 4.13 billion (over Rs 18‚000 crore) from USD 2.01 billion in 2009. Interestingly‚ brand IPL has a higher valuation than English Premier League club Manchester United‚ which is valued close to USD 3 billion.
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What is Brand? American Marketing Association defines Brand as "Name‚ term‚ symbol‚ sign‚ or design or a combination of them‚ intended to identify a seller or a group of sellers and to differentiate them from those of competitors". Thus a brand identifies the seller or maker. A brand is a complex symbol that can convey up to six levels of meaning viz. Attributes‚ Benefits‚ Values‚ Culture‚ personality and User. Scott Davis suggests visualizing a Brand Pyramid in constructing the image of brand
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Vodafone gets World Cup co-sponsorship Mumbai: Telecom services provider Vodafone Essar Ltd has bought the co-sponsorship rights for the upcoming ICC Cricket World Cup for nearly Rs45 crore‚ two media buyers said. The deal makes Vodafone‚ which also sponsors the annual Indian Premier League (IPL) Twenty20 cricket tournament‚ one of the biggest sponsors of India’s most popular sport this season—even as rival brands face a cap on the air time they can buy. “That would make Vodafone the single largest
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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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THE INFLUENCE OF BRAND CONSCIOUSNESS ON INDIAN CONSUMERS TO BUY THE DIAMONDS OF ARCTIC CIRCLE Abstract "This research report is to aid Article Circle Limited of Canada in the exporting of diamonds to the Indian market."A brand is an offering from a known source. Brand Consciousness is more than simply a preference for brand names. The term luxury was limited to only the rich and the elite‚ but today in India‚ disposable incomes and of middle class and upper middle class are increasing
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& Decker Corp.: Household Products Group‚ Brand Transition Case © The McGraw−Hill Companies‚ 2001 Harvard Business School 9-588-015 Rev. October 6‚ 1992 The Black & Decker Corporation Household Products Group: Brand Transition In April 1984‚ Black & Decker Corp. (B&D) acquired the Housewares Division of General Electric Co. (GE)‚ combining the GE small-appliance product line with its own household product line to form the Household Products Group. The terms of the acquisition set
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Consumer Behaviour Brand Personality: Red Bull Red bull has become one of the largest most profitable companies on the planet. One might ask how an energy drink company could become so big. The answer to that question is through an effective brand personality. Red bull began as a company in Thailand‚ and once entrepreneurs realized the potential opportunity it exploded. As of recently‚ Red Bull has gotten its name into just about every sport there is. Their niche is extreme sports and events
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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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2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender‚ age‚ and socioeconomic class‚ as well as such classic personality traits as warmth‚ concern and sentimentality. Brand Personality like human personality‚ is both distinctive and enduring. For example‚ one analysis found Coke to be considered real and authentic whereas Pepsi was
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