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 awareness may vary and this may have profound
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Page Introduction 3 What is Brand Equity? Role of Brands The Scope of Branding Theoretical Perspectives 4 Brand Equity Models Brand Asset Valuator Brand Resonance Pyramid Building Brand Equity Measuring Brand Equity Managing Brand Equity Conclusion
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What My Dogs Have Taught Me I’ve taught my dogs many things. How to sit‚ how to stop jumping all over guests‚ and how to stop wiggling their butts all over people as a greeting (okay‚ I’m still working on that one). But what have my dogs taught me over the years? My German Shepherd‚ Trooper‚ was neglected by a police officer for the first year of his life‚ but we rescued him and he had nine happy years with our family‚ where he was loved unconditionally. He taught me that where I have been in the
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Introduction Indomie is one famous brand of instant noodle in Indonesia is produced by PT. Indofood Sukses Makmur Tbk.‚ The first time Indomie hits the market was on 1970‚ people doubted that selling instant noodle as one of the staple food in Indonesia‚ but the company proved the people’s judgements were wrong (www.indomie.com). Indomie accounted for approximately 37% of net sales and 39% of income from operations in 1999. The Company produces a wide range of instant noodle products with prices
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Every morning students are faced with the decision of what to wear. However‚ many students automatically have to rule things out because of the dress code policy at their school. Dress codes constantly restrict students from being themselves and having control
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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they dress. If they have a school uniform then they can’t while they go to school.
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them after themselves instead of selecting a name that represents what the business does or sells. We often see names such as “chitra waffers” or “Restoran Ayu”‚ which are fine‚ but really‚ does that do anything for your business? A business name is the most important part of the business’s brand. It should appeal to the target market and leave no doubt about the business’s purpose. 3. the slogan of the business Business Slogan All SMEs need a slogan that capsulate your business’s unique selling
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Video Games Do Have Positive Purposes Video games are frowned upon by parents (such as mine) as time-wasters‚ and worse‚ some education experts think that these games corrupt the brain. Violent video games are easily blamed by the media and some experts as the reason why some young people become violent or commit extreme anti-social behavior. But in my research I found that video games can actually have many benefits – the main one is making kids smart. Video games do have positive purposes
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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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