nice to go meet people. For future research I suggest studying more deeply why people go to nightclubs for and concentrate also on the international students in Jyväskylä. Keywords Brand‚ brand associations‚ brand image‚ brand identity‚ Keller’s CBBE- model‚ focus group interview. Miscellaneous Attached artwork and lettering‚ 15 pages
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Strategic Brand Management Strategic Brand Management Ciela Irambona IBP-‐ESDES 25 October 2012 1. What are the main sources of equity for the brand? Brand equity helps the customers to recognize the brand among other brands quickly and to simplify the buying decision process. It is the differential effect of brand knowledge on consumer responses to the marketing of a brand. The two components of Brand equity are Brand awareness
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Background of Cadbury John Cadbury established Cadbury in 1824 in Birmingham. From the start of Cadbury was involved in trading of coffee and tea. In 1866‚ the introduction of a new processing technique was the turning point for the Cadbury business‚ resulting launch of ‘Cadbury Cocoa Essence’‚ is the first pure cocoa in the UK. From making that Cocoa Essence‚ they had quite a lot of cocoa butter left over‚ and that’s why Cadbury start to used it to make bars of chocolate. In 19’s century‚ Cadbury
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knowledge has on customer response to the marketing of that brand”. When customers respond more positively to a product/service and the way it is marketed when its brand is recognized than when it is not then this brand is said to have a positive CBBE. On the contrary‚ if consumers react less favourably to marketing activity for
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PART-FOUR BRAND MANAGEMENT: AN OVER VIEW 24/10/2013 Prepared by Temesgen B. (PhD) Outline… • Evolution of Brands • What is a Brand? • Choosing the Brand Elements • Creating Brand Equity • Crafting the Brand Positioning • Strategic Brand Management 24/10/2013 Prepared by Temesgen B. (PhD) Evolution of Brands… • The term brand comes from the word ‘ Brandr’ (to burn)‚ practiced by ancient farmers to put marks on their animal by burning their body to identify them • The nucleus of branding seems
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Page |1 BRAND AUDIT SUBMITTED BY: ADITI NAGPAL 100113 Page |2 Introduction………. History……… Brand Inventory……… Brand Exploratory……… Gap Analysis……… Recommendations……… Conclusion……… Bibliography……… Page |3 INTRODUCTION... Shakespeare said – „What‟s in a name?‟ Everything..!! BlackBerry – an exotic looking fruit with wine like taste. How did that fruit become associated with terms like business‚ emails‚ internet on go? How did BlackBerry – which has become a sort
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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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.................................................... 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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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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