Salience: Cadbury enjoys a very high brand salience on the whole. It enjoys a high recall while dealing with the areas of brand name recognition and brand name recall with consumers instantly linking it with its trademark purple colour. Yet its “Glass and Half Full” symbol attains moderate brand recognition. (The marketing research was done through an informal poll among 70 students asking them: 1) Name a chocolate brand‚ 2) What chocolate brand do they think of when the colour purple was
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better marketing communication‚ and the opportunity to license your brand. To achieve this marketing miracle you will need to follow the four steps in the CBBE model. The four steps in the CBBE model are brand identity‚ brand meaning‚ brand response‚ and brand relationships. You must follow these steps to establish brand equity but the CBBE model also depends on six brand building blocks and they are salience‚ performance‚ imagery‚ judgment‚ feelings‚ and resonance. These are what are in the brand
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CBBE Pyramid Powerful brands create meaningful images in the minds of customers (Keller‚ 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al.‚ 1993; McEnally and de Chernatony‚ 1999). A brand is a bundle of functional‚ economic and psychological benefits for the end-user (Ambler‚ 1995). Brand equity‚ as defined by Keller (1993)‚ occurs when a brand is known and has some strong‚ favourable and unique associations in a
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THE PROCESSES OF BUILDING BRAND EQUITY This paper combines the conceptual framework of customer-based brand equity (Keller‚ 1993) and six-stage model of brand evolution (Goodyear‚ 1996) to develop the processes of building brand equity. Focuses of brand equity building are suggested for each stage. Key words: brand equity‚ brand knowledge‚ brand evolution INTRODUCTION Successfully building‚ managing‚ and tracking the brand equity of brands are main goals of brand management. The brand strategies
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Code of the Street INTRODUCTION The introduction chapter first explains the different types of neighborhoods that the city of Philadelphia has and each of the risks that go along with each neighborhood. Some of the neighborhoods are predominantly white‚ some are racially mixed‚ and some are predominately black. In the white-middle class neighborhoods‚ the neighborhood farthest away from the core downtown area‚ there is little crime and upscale restaurants and stores. In the racially mixed neighborhood
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Code of the Streets By Elijah Anderson In the article “The Code of the Street” by Elijah Anderson‚ he allows a glimpse of everyday life through the eyes of two completely different worlds wrapped up within one universe. He compares street families to what he refers to as “decent families”. Although the meaning can take on different perceptions to the eye of the beholder‚ the author described it as a code of civility at one end of conduct regulated by the threat of violence. Within these most
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First of all‚ we can relate because we’re the same age as Dylan. For example‚ Dylan is 16 when he is kicked out of his house (36) and that is the age that students are in ENG3C. Dylan being the same age as the readers makes the book more interesting to us because we can picture ourselves being the same age as Dylan and trying to survive on the streets. Second of all‚ Dylan has a lot of trouble with his mother. For example‚ Dylan has a long history with his mother not being a good mother and
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our life more secure and convenient. For instance‚ thanks to the technology‚ there are cameras everywhere‚ making the city‚ for example‚ more secure and always ready to act if there is any act of theft. In addition‚ there are cell phones and GPS‚ which help you to find a place without any problem‚ or to be always in touch with someone. As a result‚ mothers‚ for example‚ do not have problems in connecting with their children. Throughout surveys‚ experts point out and deduce that since the development
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Whether its the superstions of “luck” or just another penny to add into their collection. Only traditions explain our stubborn attachment to our pennies. However‚ pennies should not be abolished‚ they are beneficial to us in every days life. For example‚ people who have thousands of pennies saved up from over the years of rescuing them from the streets and from the deep‚ dark crevices of sofa cushions will not have the opportunity to convert these pennies into thousands of dollars. I can say this
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have to do some things such as educating people more about traffic law‚ widening the streets‚ and enforcing the law. First‚ educating people more about traffic law is an effective strategy to make the streets safer and reduce traffic problem. For example‚ when people know clearly about traffic law they will try to obey it‚ for if they break it directly‚ there will be an awkward situation. Furthermore‚ traffic law will simultaneously provide education and morality to people which lead to understanding
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