Attribute: distribution level Cup-a-Soup Use: 4 o’clock Cup-a-Soup Coca-Cola Product class: soft drinks‚ first Cola‚ but also FUN (intangible element) Tools for positioning • Positioning map • Positioning statement • Find the paradox • Brand value pyramid Another tool: Find the paradox • Overcome negatively correlated attributes and benefits (paradox) Examples of neg. correlated attributes and benefits • Price and quality • Taste and low calories • Power and safety • Comprehensiveness
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Potato Head brands. Whitman‚ now 49‚ joined eBay in1998 as president and CEO‚ has helped turn it into a major Internet presence‚ visited by some seven million people daily. As ruler of the world’s biggest online auction site‚ Whitman‚ has successfully beaten back stiff competition from Amazon.com and Yahoo. To do that‚ she has swiftly fixed any problems‚ has faithfully tried to weed out the fakes on her site and has posted a consistent flow of profits‚ making eBay the world’s most valuable Internet brand
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1. Most businesses should engage in e-commerce on the Internet. Do you agree or disagree with this statement? Explain your position. * 2. Why do you think there have been so many business failures among “dot-com” companies that were devoted only to retail e-commerce? * 3. If personalizing a customer’s Web site experience is a key success factor‚ then electronic profiling processes to track visitor Web site behavior are necessary. Do you agree or disagree with
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.................................................... 10 3.1. Customer Knowledge ............................................................................................................................10 3.2. Consumer Based Brand Equity (CBBE) Pyramid .................................................................................15 PY 4. BRAND EXTENSIONS STRATEGIES ADOPTED BY RED BULL ...... ..... ........................................ 19 4.1. Line Extension......................
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Make friends with customers What should a marketer know about brand personality theory and practice 1. What is brand personality? 1.1 The background of brand personality. The first time when brand personality was mentioned was in 1955 by David Ogilvy (Ogilvy‚ 1955) when he had a lecture to American Associate of advertising Agencies. This concept comes out in the specifically background. As the developing of the technology‚ the produce with the same quality become much than before. Producers
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Hyoryung Nam & P.K. Kannan The Informational Value of Social Tagging Networks Social tagging is a new way to share and categorize online content that enables users to express their thoughts‚ perceptions‚ and feelings with respect to diverse concepts. In social tagging‚ content is connected through usergenerated keywords—“tags”—and is readily searchable through these tags. The rich associative information that social tagging provides marketers new opportunities to infer brand associative networks
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internationally. Critical Success Factors Consumer-Based Brand Equity (CBBE) is fundamental to LUSH’s marketing strategy. The marketing concept‚ which consists of brand awareness and image‚ has been successfully utilized by LUSH throughout its short history. Formally introduced as a marketing concept in 1993‚ CBBE focuses on the consumer’s perception of a brand’s value‚ rather than a brand value based on tangible assets. A positive CBBE will result in a preferable consumer reaction to the organization’s
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Creating brand Awareness DMS Electronics Word Count 6510 words Project Management in Marketing CIM Member 12354592 Assignment/Project Front Sheet CIM/CAM Membership : 12354592 Unit Title : Project Management of Marketing Level/Award : Professional Diploma in Marketing Accredited Study Centre : Strategy Business School By submitting this assessment I confirm that I understand and abide by the CIM’s plagiarism and collusion regulation. I hereby give consent for my assignment/project
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is No.1 of fashion industry in the world. Louis Vuitton was created a luxury brand value and gained the top of world fashionable company in the past 150 years. (Forbes‚2014) Three authors point of first stage – Awareness Keller’s Awareness Keller CBBE model awareness point‚ he means awareness is about consumers understand the product or service what the brand did. It is questioning (who are you?). One of point is category identification‚ consumer can understand what kind of the product or service
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decides which presents the greatest opportunities – which are the target markets. Then the firm develops market offerings that it positions in the minds of the target buyers with a benefit. B. Positioning as a part Customer Based Brand Equity (CBBE) model CBBE or customer based brand equity incorporates the understanding and influencing of consumer behavior. The model talks about the power of the brand that lies in what the customer has seen‚ learned‚ heard and felt about the brand as a
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