Creating Shared Value In the article creating shared value the authors‚ M. Kramer and M. Porter discuss the current state of business value creation; and the efforts that need to be taken to create shared values. Currently businesses primarily concern themselves with profits and view value creation in such a way that they do not fully take advantage of their full potential. Additionally‚ the government has implemented policies that have only exasperated the drive from shared value creation. “Shared
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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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INTRODUCTION………………………………………………………………... IMPORTANCE AND NEED OF BRAND EXTENSION……………………... ANSOFF’S GROWTH SHARE MATRIX……………………………………... TYPES OF BRAND EXTENSION……………………………………………… ADVANTAGES & DISADVATAGES OF BRAND EXTENSION…………… EXAMPLES FROM CORPORATE……………………………………………. CONCLUSION…………………………………………….................................. REFRENCES……………………………………………………………………… 3 4 5 7 9 14 16 17 INTRODUCTION Definition: Brand extension is a marketing strategy in which a firm marketing
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Integrated Marketing Communications: Brand Analysis Henry Garcia‚ Kris Burningham Cassandra Carone Agata Kosinski F C Flying Colours Advertising Table of Contents INTRODUCTION 3 ANALYSIS OF THE 4 P’S OF MARKETING 4 PRODUCT ACTIVIA DANONE YOGURT PROMOTION PRICE PLACE PRODUCT ANALYSIS SUMMARY 4 4 5 7 8 9 MARKET ANALYSIS 10 ECONOMIC TRENDS SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS YOGURT CONSUMPTION IN CANADA
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Brand equity has become a very strong part for every product. Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name and‚ at the root of these marketing effects is consumers ’ knowledge. In other words‚ consumers ’ knowledge about a brand makes manufacturers/advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. Brand
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Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan M.I. Subhani and Amber Osman* ABSTRACT Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into
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Creating a PR Plan The public relations plan is the basis for your public relations program. Public relations plans can either be company-wide (improving the identity of a company) or they may focus on a specific product line‚ product or service. Below is a template of what a typical public relation plan would look like. I. Executive Summary Here you put a brief synopsis of what the plan is trying to address‚ and the timeframe involved in carrying out the plan. II. Situation Analysis Here
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7up Brand Equity Brand Management AMAL BINMAHFOOZ 20/02/’12 Instructor: Asma Chang PepsiCo Mission and Vision At PepsiCo‚ we believe being a responsible corporate citizen is not only the right thing to do‚ but also the right thing to do for our business (2011). Our Mission Our mission is to be the world ’s premier consumer products company focused on convenient foods and beverages
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Brand Community Introduction During the last fifteen years‚ there are many popular subjects: relationship marketing and brand building‚etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem‚more scholars focus on the relationship between consumer and brand‚ but Muniz and O’Guinn(2001) did more research on the relationship among consumers
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Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present‚ technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently‚ Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product
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