Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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Business Research Brand orientation and market orientation — From alternatives to synergy ☆ Mats Urde a‚⁎‚ Carsten Baumgarth b‚ Bill Merrilees c a b c Lund University‚ Sweden Berlin School of Economics and Law‚ Marketing Division‚ HWR Berlin‚ Germany Department of Marketing‚ Griffith Business School‚ Gold Coast Campus Queensland 4222‚ Australia a r t i c l e i n f o a b s t r a c t This paper explores the interaction between brand orientation and market orientation. Brand orientation is
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Law: a command of the sovereign‚ each with its own set of rules from different sources and aims. * Sovereign is any independent body with the authority to regulate society and backed by coercive enforcement Underlying body of rules used by actors/institutions of the legal system‚ to regulate behavior of the state/citizens in pursuit if justice‚ through social control‚ social change‚ dispute resolution Canadian law: product of evolution of influencing customs‚traditions‚ and decistions of
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psychologists throughout history. Whilst there are no 100% correct theories in Psychology to help to understand a person‚ we do need to compare and contrast the advantages and disadvantages of each theory in order to work out which is more beneficial for the subject. In this instance‚ it is possible for me to discuss Behaviourism and Psychodynamic approaches. One of the main psychologists in recent history is John B. Watson (1878 - 1958). Watson was responsible for creating Behaviourism by developing
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Patricia Brown Ellen Beckford English 1101 13 February 2013 Two Neighborhoods The convenience of living in an urban or suburban neighborhood can be appealing to many people. Choosing between areas can sometimes be overwhelming for some individual. People are not only concerned about the safety of a community‚ but they are also concerned about the environment. Although some neighborhoods might look attractive‚ people should consider the expense that comes with it‚ and how commuting will affect
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FAVOURATE BRANDS: 1. SONY ERICCSON-K800i 2. MERCURY WOOFERS 3. BMW 4. PANDA BEAR 5. WRIST WATCH-SAMSUNG DESCRIPTION ABOUT THE FAVOURATE BRANDS: ➢ SONY ERICCSON-K800i: What do you like about the product or brand name? I like Sony Ericsson-K800i because its sound quality‚ graphics and other features are too much better than all other hand sets. What do you dislike? I don’t like its joy stick because it is very sensitive and become an interrupt for me. What
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In this essay I have chosen to compare two opposing theories‚ Immanuel Kant ’s absolutist deontological ethics and Joseph Fletchers relativist situation ethics. The deontological ethics focuses on actions made according to duty and the categorical imperative - which shows how acts are intrinsically good or bad. The situation ethics state that no act is intrinsically good or bad‚ and that actions should b made according to love. From this perspective it looks as thought Kant ’s views were less personal
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Marketing Communication: Research and Planning Spring exam 2012 Red Bull – The Anti-brand brand Question 1: Red Bull was launched in Austria in 1987‚ and in the 25 years that has passed since then‚ many things have happened that could and should affect the way Red Bull markets and brands its product as opposed to how it was done in the years after the launch. All though Red Bull was launched in 1987‚ it was not until 1992 that the company began expanding its distribution – first to other
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Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early‚ seminal research on brands includes the studies by Gardner and Levy (1955)‚ Levy (1959)‚ Martineau (1959) and Allison and Uhl (1964). Since then‚ the number of brand related journal articles and of brand management books have increased exponentially‚ particularly in the last 20 years. Two academic
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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 advantages.
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