research interest lies in the area of tourism marketing‚ especially destination branding. FRANK GO is Professor of Tourism at the Erasmus University at Rotterdam (the Netherlands). His research interests include information and communication technology and tourism‚ networks‚ community‚ globalisation and branding. Keywords Abstract brand identity; brand concept; Slovenia; tourism destination branding; perception This paper explores the concept of tourism destination brand identity
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Accesed: 3/5/03 • Fill‚ Chris (2002) Marketing Communications: Contexts‚ Strategies and Applications 3ed. Prentice Hall‚ Harlow • Frozen Food Age (1997) Low-Fat Superpremium Ice Cream From Haagen-Dazs to Go National‚ Vol http://www.landor.com/branding/?action=showArticle&storyid=137 Accessed: 2/5/03 • Impulse Ice Cream (2002) [online] Available from: http:www.reports.mintel.com Accesed: 3/5/03 • Jobber‚ David (2001) Principles & Practice Of Marketing 3ed. Mc Graw Hill‚ London • Kotler‚ Philip
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Evaluate the effectiveness of the use of techniques in marketing by Kellogg’s (D1) Using the data from each of the above sections you must evaluate how effective Kellogg’s marketing is. Evaluation requires more than stating an opinion and should demonstrate higher-level skills such as researching and interpreting data and using logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. You should use sales data and news articles
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acquiring the well-established IBM PCD brands‚ what branding strategy would best g gy enable Lenovo to efficiently maximize its total brand portfolio equity‚ which had been driven p q y mainly by Asia market perceptions of innovation and quality‚ and minimize p q y potential brand dilution from relatively low Lenovo brand understanding throughout the rest of g g the world? Key Brands in the Portfolio Alternative Branding Strategies 1. 2. 3. 4. 4 5. Lenovo as the ‘master
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base‚ Aktel slipped to a third position among other competitors from its second at the end of 2007. Michael Kuehner‚ managing director and chief executive officer of Axiata (Bangladesh) Ltd‚ the owning company of Aktel‚ explains his company’s new branding move. He said Aktel was attractive in a way. "But whenever we talked to people about what was really missing‚ we found that customers in general could not identify what it stands for as a company or an operator." "I think the challenge is to change
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pg. 56 1111 MANAGING THE MoST IMPORTANT AssET: BRAND EQUITY by David A. Aaker hat is going on in branding? • Gatorade‚ like many strong brands throughout the world‚ is facing the specter of major competitors entering their market and price erosion. They wonder how to respond without damaging their equity. • 3M decided that their branding was getting out of control‚ so they developed a committee of the top executive vice presidents in the company to approve all new brand names
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SUNYANI CAMPUS [pic] TOPIC: THE EFFECT OF BRANDING ON CUSTOMER GROWTH IN THE TELECOMMUNICATIONS INDUSTRY (A CASE STUDY OF VODAFONE GHANA) BY PINAMANG FRANCIS WILLIAMS A RESEARCH PROPOSAL SUBMITTED TO THE SCHOOL OF BUSINESS STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF COMMONWEALTH MASTERS OF BUSINESS ADMINISTRATION JUNE 2013 CHAPTER ONE 1. INTRODUCTION Branding has emerged as a top management priority in the last
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of Business Administration Project Assignment‚ Semester 2‚ 2012/2013 Module Title: Branding-Ocean Park Module Code: BAM 3504 Date of submission: 14 May 2013 The Contents 1. Background of the brand 2. Strengths and weaknesses of the brand 3. How to make the brand strong 4. Brand elements 5. Brand positing 6. Marketing programs 7. Brand extension 8. Future branding strategy 9. Bibliography 10. List of references Background of the brand Ocean
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Individual Live Case: Branding - Nespresso The Nespresso story began with a simple but revolutionary idea: ‘The perfect cup of coffee‚ time after time and cup after cup’. To do so Nespresso pioneered the concept of premium portioned coffee‚ designed for maximum convenience. The process redefined the way coffee lovers around the world could enjoy their coffee. Key to the vision was a determination for quality‚ innovation and perfection. Nespresso uses many different brand elements to enhance brand
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entertainment rather than just motorcycles alone. One key to branding is to maintain customer retention. As mentioned in the case‚ since 55 percent of Ducati’s customers tend to purchase more than one motorcycles‚ it is essential for Minoli to establish a high customer loyalty in order to have repurchase intentions. With that aim in mind‚ Minoli launched levels of investments in customer retention activities to accompany his branding strategy. Implementations include things such as advertising to
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