rollercoaster year. The one-millionth item was sold‚ and AuctionWeb officially changed its name to eBay (short for Echo Bay Technology Group‚ Omidyar’s consulting firm). eBay went public on September 21‚ 1998‚ and Omidyar became an instant billionaire. Currently‚ eBay comprises for three main businesses‚ or as the previous CEO Whitman calls ’the power of three’ strategy:1.The eBay Marketplace: eBay describes this as "online platform for the sale of goods and services by a passionate community of
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The history of structural engineering dates back to at least 2700 BC when the step pyramid for Pharaoh Djoser was built by Imhotep‚ the first engineer in history known by name. Pyramids were the most common major structures built by ancient civilizations because it is a structural form which is inherently stable and can be almost infinitely scaled (as opposed to most other structural forms‚ which cannot be linearly increased in size in proportion to increased loads).[1] Throughout ancient and
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FINAL ESSAY 5. Platforms and pyramids played an important social and religious role in the ancient cultures of Mesopotamia‚ Egypt and pre-Columbian America. Choose ONE of these cultures and discuss how these roles were expressed in their architectural treatment‚ function and spatial context (i.e. within a city and/or a natural landscape). The cultures of Mesopotamia have been influenced by different civilisations across different phases of the Mesopotamian era. Even though the civilisations occur
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M A R K E T I N G S C I E N C E I N S T I T U T E Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands Kevin Lane Keller WORKING W O R K I N PAPER G • REPORT P A NO. P E 01-107 R • 2001 S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E
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The basic idea of a CBBE model is that the power of the brand lies in the minds of the consumers. They are the firm’s building blocks to guide its marketing strategies. (Brand & Butter Blog‚ 2010) 1. Salience The basic step of the pyramid talks about the brand awareness. Swatch was developed in early 1980 as a trendy line of watches with a full brand identity and marketing concept. (Wikipedia‚ 2014) Being a part of the Swiss Group‚ which has an iconic brand image‚ swatch is a highly
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Snapple Brand Equity Analysis The brand Snapple originated in New York in 1972‚ starting as an ‘underground favourite’‚ it grew to become a nationally recognised brand‚ obtaining strong consumer mind share .Snapple created and is part of the ‘new age’ category of non- carbonated natural ready to drink beverages‚ comprised of various juice flavours and iced teas. (Snapple Group‚ 2012). Snapple remains a dominant player in the ‘new age’ beverage category despite challenges of violent competition
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brand to the product” (Srinivasan‚ Park‚ & Chang‚ 2005‚ p. 1433). However‚ there are a limited number of conceptual and empirical researches focusing on services‚ not products. Additionally‚ the research information of customerbased brand equity (CBBE) of service brands in hospitality industry is pretty basic (Hsu‚ Hung‚ & Tang‚ 2012‚ p. 356). Brand equity knowledge in hospitality firms are mostly based on “theoretical or anecdotal evidence” only (Kayaman & Arasli‚ 2007‚ p. 93). Similar to any
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Summary Company Background * BMW * History of Mini – Timeline * Marketing Mix – Past & Now Corporate/Brand and Buyer Behavior Analyses * Brand Elements (Brand Name‚ URL‚ Logo‚ Tagline) * CBBE (Consumer-based Brand Equity Pyramid) * Brand knowledge (Awareness Pyramid‚ TOM [Top of Mind]& Recognition< awareness & Reference Matrix) * Factors Influencing Consumer Behaviour * Types of Buying Decision Behaviour * Buyer Decision Process IMC Planning Process
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and better than the rest. This also is a way for Nike to obtain credibility and quality. With the Air Jordan line‚ Nike sold over $100 million shoes in the first year (129). Nike’s sources of brand equity hit all the way to the top of the CBBE pyramid for American consumers. Within the first two years alone Nike had 50% of the market share for athletic shoes. Salience is huge with the Nike logo. About 97% of Americans were able to recognize the Nike logo in 2000 (139). Imagery and performance
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Management Dockers Case Study 1. Describe the broader product-market and competitive offerings for pants at the time of the Dockers launch (What choices did men have regarding pants?). Utilize the CBBE Pyramid to describe the association for the “Levi’s” brand. How did men perceive dress pants (the category) in general? At the time in which Dockers launched‚ men had two choices regarding pants‚ one of which was jeans‚ another one was dress slacks
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