reproduced without written permission from the author. Brand awareness and brand image Chuck Chakrapani Building brand equity To build brand equity‚ we need to start with the building blocks of brand equity. They include brand awareness‚ and brand image or the associations that a brand evokes. Brand awareness Brand awareness has two components: breadth and depth. Let us first consider depth . While a consumer may be aware of many brands‚ all brands are not equal in terms of awareness. The depth of
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the main two channels for People to gain their knowledge. Each play different roles for people. In my opinion‚ knowledge from experience is more important than that from books. Experience first can prove if the knowledge form books are true or false. Textbooks are very wonderful in teaching people essential principles‚ how is the world looks like? what is the basic law of change of people and things? We can learn a lot through primary school‚ secondary school until university. However‚ people can
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Sources of History Sources of information provide the evidence from which the historian obtains facts about the past. In writing history‚ the historian not only relies on past thoughts rather re-enacts it in the context of analysing the documents and other records left. This is an indispensable condition in the quest for historical facts. Primary sources are those that have witnessed the event that took place or have been part of the incident being studied. These include written records
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Editor’s 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
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the brand switching in telecom industry The issue of Customer’s switching to other service providers have been the cause of intensive research from many years now and have given rise to many theories.Due to the increased competition in the telecommunication industry it has become extremely important for the companies to pay attention towards retaining of the customers.This research study particularly investigated the causes of customer switching behavior.A prolific way to gain the knowledge about
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What Is Knowledge Management? Knowledge Management is one of the hottest topics today in both the industry world and information research world. In our daily life‚ we deal with huge amount of data and information. Data and information is not knowledge until we know how to dig the value out of of it. This is the reason we need knowledge management. Unfortunately‚ there’s no universal definition of knowledge management‚ just as there’s no agreement as to what constitutes knowledge in the first place
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* CHAPTER 1 LAW AND ITS SOURCES Introduction Man is by nature a social being. He comes into contact with other individuals in different capacities. These contacts or associations are the inevitable consequence of modern civilization. In all these associations‚ he is expected to observe a Code of Conduct or a set of rules. The object of these set of rules is to make human associations possible; and ensure that members of the society may live ; and work together in an orderly and peaceful manner
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Brand extension & brand stretching The two options for doing this are usually called “brand extension” and “brand stretching”. Brand extension Brand extension is a strategy in which a firm launches a new or modified product with a well-developed image by using the established brand name in a same broad market. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin
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Question 4 Source 2‚ ‘Fearsome Tyrannosaurus rex Sue may have died from a sore throat’‚ and Source 3 ‘Everest the hard way’ are both non-fiction texts‚ but have different purposes for different audiences. Source 2 is a text written to inform readers of a new scientific discovery‚ who are newspaper readers interested in the subject. Source 3 is a non-fiction text‚ written to inform readers of a life changing experience‚ who read and are interested in stories of adventure. Source 2 uses practical
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Brand selected: Wing On Travel Agency Content Page Introduction .................................................................................................................. 2 Company Background ................................................................................................. 2 Revitalization strategies – Expanding brand awareness .......................................... 3 Revitalization strategies –Improving the brand image .......................................
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