What is Brand? American Marketing Association defines Brand as "Name‚ term‚ symbol‚ sign‚ or design or a combination of them‚ intended to identify a seller or a group of sellers and to differentiate them from those of competitors". Thus a brand identifies the seller or maker. A brand is a complex symbol that can convey up to six levels of meaning viz. Attributes‚ Benefits‚ Values‚ Culture‚ personality and User. Scott Davis suggests visualizing a Brand Pyramid in constructing the image of brand
Free Mobile phone
UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 ’s was the concept of brand equity. The emergence of brand equity‚ however‚ has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy --
Premium Brand
RJR Nabisco Valuation When assessing the valuation of RJR Nabisco bids‚ the Special committee should utilize the Capital Cash Flow method. The Capital Cash Flow method‚ when applied appropriately‚ should yield the same valuation when discounting a company’s Free Cash Flow. To get Capital Cash Flows (CCF)‚ Net Income is adjusted by adding back non-cash expenses and other reconciliations to form cash flow‚ decreasing Capital Expenditures‚ decreasing changes in Net Working Capital and finally‚ adding
Premium Finance Investment Cash flow
REPORT ON “BRAND EXTENSION” IN PARTIAL FULLFILLMENT FOR “SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES” (PAPER NO. 207) IN M.B.A. PROGRAMME OF contents 1. Introduction Of Brand Extension 1.1 What is the Means of brand Extension? 1.2 Types of Brand Extension 1.3 Benefit of Brand Extension 1.4 Risk of Brand Extension 1.5 Characteristics of successful Brand Extension
Premium Branding Brand Brand equity
Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan M.I. Subhani and Amber Osman* ABSTRACT Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into
Premium Brand
Brand Personality Definition Have you recently come across statements like “Brand X is rugged and macho with a spirit of adventure and freedom” or “Brand Y is stylish‚ trendy‚ younger and competitively priced”? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traits
Premium Brand
R e s e a r c h July 30‚ 2002 Asset Valuation & Allocation Models Dr. Edward Yardeni (212) 778-2646 ed_yardeni@prusec.com Amalia F. Quintana (212) 778-3201 mali_quintana@prusec.com - Introduction I. Fed’s Stock Valuation Model How can we judge whether stock prices are too high‚ too low‚ or just right? The purpose of this weekly report is to track a stock valuation model that attempts to answer this question. While the model is very simple‚ it has been quite accurate and can also be used
Premium P/E ratio 1918 1920
Ameritrade: Cost of Capital What factors should Ameritrade Management consider when evaluating the proposed advertising program and technology upgrades? Why? When considering the proposed advertising program and technology upgrades‚ we have to ensure that the project will likely add value to the company‚ so we need to consider the return on investment versus the cost of capital. If the return on investment‚ measured by the net present value and internal rate of return‚ exceeds the cost of capital
Premium Rate of return Net present value Investment
Menu Part I 1 Calculation of overall Macaulay Duration for 1 Calculation of Duration Gap for the bank 1 Scenario Analysis 2 Estimation of magnitude of interest rate increase 3 Part II 4 Market price (in US$) of the three T-notes/bonds 4 Macaulay Duration values of the three T-notes/Bonds 4 Convexity values of the three T-bonds 5 Part III 7 Maximum Amount of Investment 7 Investment Selection 7
Premium Asset
ijokl Interest Rates and Required Returns As noted in Chapter 2‚ financial institutions and markets create the mechanism through which funds flow between savers (funds suppliers) and borrowers (funds demanders). All else being equal‚ savers would like to earn as much interest as possible‚ and borrowers would like to pay as little as possible. The interest rate prevailing in the market at any given time reflects the equilibrium between savers and borrowers. INTEREST RATE FUNDAMENTALS The
Premium Interest Interest rate Bond