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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BETTER To make the process of brainstorming top-line experiential marketing ideas easier and more systematic‚ a brainstorming model called BETTER has been developed; see Table 3.1. 3 Table 3.1 The BETTER model Brand personality Three brand values that sum up the brand’s human-like characteristics Emotional connection Multi-sensory and/or authentic‚ positively connected and personally meaningful Target audience What they like‚ their lifestyle‚ their aspirations‚ the time they have available
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Knowledge Management Models To succed‚ a knowledge management initiative must have a robust theorical fundation‚ all models present different perspectives on the key conceptual elements that form the infrastructure of knowledge management. The von Krogh and Roos Model of Organizational Epistemology It distinguishes between individual knowledge and social knowledge‚ and they take an epistemological approach to managing organizational knowledge. Knowledge resides both in the individuals of an
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people‚ for human resource is the most valuable resource any organization has. Top management is identifying corporate core competencies and working to establish them throughout the organization. Human Resource Development builds competency based models that drive business results. Nucsoft recognises that the future of the organization depends on their competent employees than on any other resource. It is a major factor that determines success for nucsoft. Competencies are the inner tools for motivating
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The model comprises of three basic elements are as follows: Elements (1) Tourists: The tourist is the key player in this system. Tourism‚ in fact‚ is a human experience‚ enjoyed‚ anticipated and recalled by a lot as a historic and/or life time aspect. Therefore‚ defining the tourist and its classification turns out to be equally relevant. (2) Geographical Elements: Leiper describes three main geographical elements in his system’s model. These are: (i) Traveller-generating region (ii) Tourist destination
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Models of communication Main article: Models of communication The studies on information theory by Claude Elwood Shannon‚ Warren Weaver and others‚ prompted research on new models of communication from other scientific perspectives like psychology and sociology. In science‚ a model is a structure that represents a theory.[5] Scholars from disciplines different to mathematics and engineer began to take distance from the Shannon and Weaver models as a ’transmissible model’: They developed a model
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KUHNIAN MODEL According to many science is a steady progression of accrual of new ideas but to Kuhn science was as a result of occasional revolutionary explosions of new knowledge whereby each revolution was triggered by introduction of new ways of thought that were so large that he called them paradigms. These paradigms according to Kuhn were supposed to generally recognize scientific achievements‚ present model problems and solutions for group of researchers. A paradigm is supposed to describe;
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CAPM is a model which enables investors to determine the expected return from a risky security. It observes the relationship between the risk of an asset (Mobil Oil) and its return. The model uses Beta as the main measure of risk. This model works under the following situations: • In a perfectively competitive market where they are many price-takers’ investors‚ who have a small market share each. • Investors behaviour is myopic • Also investments included in the model are publicly
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Models of Organizational Behavior LO 1 meaning and importance of ob o Explain key elements of organizational behavior L0 2 Discuss models of OB o Discuss Theories of management – x‚y‚z o Compare and contrast models of OB – autocratic‚ custodial‚ supportive‚ collegial and system OB Systems All organizations achieve goals by creating‚ communicating and operating s system. (Newstrom 27) Some systems are consciously created and regularly looked at and updated. The purpose of these systems is
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Model—plan or diagram that used to make or describe something How is your firm competing in the market place? Business Model—its plan or diagram for how it competes‚ uses it resources‚ structures its relationships‚ interfaces customers‚ and creates value to sustain itself on the basis of the profits it generates A business model goes beyond your own wall. It is not just within your company. In Dell’s case‚ it needs the cooperation of its suppliers‚ customers‚ and many others to make its business
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