1 0 T Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial
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1. Introduction Virgin Group is the use of Virgin as a brand name and a number of enterprises Group; it is one of the UK’s largest private companies that founded by famous British businessman Richard Branson. The Group business start with music business‚ now it develops includes tourism‚ aviation‚ and entertainment and so on. Richard Branson holds the control power over the brand Virgin‚ but its subordinate institutions are different and complicated. Each of the virgin group company is independent
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SUBWAY BRAND ANALYSIS Analyzed by Tanay Manoj Rathod Ashvikha Lakshmi Shriraam Nan Dar Lakshmi Prathyusha Arimilli Content Page 1. Introduction 2. Company Background 3. Brand Vision 4. Brand Objectives 5. Brand Personality 6. Impact of emotional appeal on consumer behaviors and the subway brand 7. Involvement theory on consumer behavior 8. Maslow Hierarchy of Needs 9. Conclusion 10
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Introduction Frutika Juice is the juice brand of AFBL‚ recently introduced juice in the prevalent Bangladesh market. From the lunching of the product Frutika Juice has come up with novelty promotional campaign in order to grab the market share. It also tried to make available the product in the market through their effective distribution channel. The history of Akij Group stretches back to later part of the forties. In its infancy‚ the Group started in humble way with jute trading which was
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Beyond Brands Brands have run out of juice. More and more people in the world have grown to expect great performance from products‚ services and experiences. And most often‚ we get it. Cars start first time‚ fries are always crisp‚ dishes shine. A few years ago‚ Saatchi & Saatchi looked closely at the question: What makes some brands inspirational‚ while others struggle? And we came up with the answer: Lovemarks: the future beyond brands How do I know a Lovemark? Lovemarks transcend brands. They
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1. Brand Review b. Brand Name‚ Motto‚ Logo. Motto: “Spanx is here on your big day.” And/or “Changing the world one butt at a time.” 2. Positioning b. Core Brand associations and Values Attributes and benefits: Shapewear Figure Flattering Undergarments Slimming Sihouette Comfortable‚ shapely‚ confident Seamless one piece Unique Innovative Mainstream – International Body Shaping Celebrity Endorsed: Oprah‚ Miley‚ Madonna‚ Michelle Obama‚ Kristen Chenoweth Sleek Silhouette
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Raising awareness 4 of 7 (v) Positive behavior of buyer: schemes 5 of 7 (vi) Barriers 5 of 7 (vii) Conclusion 6 of 7 (viii) References 7 of 7 Sustainable Luxury -Is it Possible? Introduction What is striking is the similarity between the two. I can say that sustainability and luxury are similar to bedfellows. Sadly‚ this would be somewhat naïve. Luxury is constantly on move as said by many economists (Kapferer 2008‚ p.96). Sustainable fashion with its luxury indicates living
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(2012) IACSIT Press‚ Singapore Factors Affecting Consumer Preference of International Brands over Local Brands Zeenat Ismail1∗‚ Sarah Masood2 and Zainab Mehmood Tawab2 1 Department of Social Sciences‚ Institute of Business Administration – Karachi 2 Students of Institute of Business Administration – Karachi Abstract: This study was conducted in order to determine the consumer preferences of global brands instead of local ones. It is also designed to find out the buying behavior patterns
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company and the owner of the BVLGARI brand: it performs coordination activities in the areas of product development‚ marketing‚ finance‚ information systems and management of human resources of the Bulgari Group. This report seeks out to analyse the various branding policies of BULGARI from both a strategic and tactical perspective in terms of adaptation versus standardisation. It will discuss in detail the various theories of globalisation followed by the brand with main focus on Theodore Levitt’s
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Overestimating the Power of Brands? The Role of Brands in B2B Markets The B2B market requires a very different sales and marketing approach than B2C. Yet‚ companies in the B2B space continue to over emphasize certain sales and marketing activities at the expense of others. This paper explores the principal problems with the current sales and marketing approach in the B2B space and identifies what’s required to improve it. Most B2B companies are committed to building a strong brand. Open any quarterly
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