1. Brand Communication The primary objective of the retailer is to maximize their store’s profit and an attempt to maximize the profits for each product category. To fulfill this objective and the shift in the power from manufacturers to retail chains have made it necessary for retailers to communicate their brand. It is quite common to regard advertising as a major factor in leveraging brand equity (Achenbaum‚ 1989; Lindsay‚ 1990). “The brand is separate from the functional product; being
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| Brand Personality | | | | Brand Personality Just like human beings‚ a brand soon assumes a personality. It is a set of characteristics associated with a brand. Drawing analogy with human personality‚ brand personality is unique‚ distinctive and enduring and provides the brand a differentiation from competitive offerings. It is built by the overall experience of the consumer with the brand ‚ which inturn is affected by the expected value from the brand. There are many forces that
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Did you know that no two zebras have the same stripes? Or that zebras are closely related to tapirs? Zebras are the most eye-catching mammals that roam Africa’s plains. They are wonderful‚ beautiful‚ interesting creatures that millions of people have fallen in love with. The most common fact about a zebra’s appearance is their famous black and white stripes. But as I mentioned before‚ no two zebras have the same stripes. A zebra’s stripes are just like a human’s fingerprints. It’s their own personal
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S1 In my presentation I’m going to analyse the “Brand Failure”‚ giving some examples… S2 …Like: INTRODUCTION: Some rules why brands fail Brand myths CLASSIC FAILURES: New Coke VS Pepsi IDEA AND CULTURAL FAILURES: Kellogs cereal mates Kellogs in India Schweppes tonic water in Italy S3 Introduction In the past‚ branding was created to protect products from failure‚ and products were responsible for the fate of a company: when the sales decreased‚ the product failed. Now the
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Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism‚ Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique‚ (2) personality‚ (3) culture‚ (4) relationship‚ (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented
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I think that people who participate in extreme sports do it for the “ adrenaline rush”. Because “life would be boring if we don’t try new things “ that’s what people say‚ but in reality they’re just putting themselves in risk without thinking the consequences .They are a lot of new things you can try without putting yourself and life in risk‚for example you can dance‚travel ‚ or practice some other sports where you don’t need to risk your life. Try them even if you don’t know how to play them and
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Brands and Branding Samsung in India: Brand Building through Customer Service Whirlpool’s Product Innovation and Brand Building Strategies in India: Re-creating the Lost Magic? This case is written to debate and discuss on the issue – In the presence of focused and determined competitors‚ even a wellknown and established player is capable of making all the possible incorrect strategic moves. Established in 1996‚ Whirlpool of India Ltd. (WIL) set out to capture the Indian market with its customer-centric
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and add value to a brand. Building a strong brand takes time commitment and hard work. The identity of the brand‚ from the perspective of the consumers‚ is the foundation of a good brand-building program. Effective brand management that encompasses brand personality is of major importance in reaching the company goals of satisfaction‚ loyalty and profitability. Building a powerful brand requires determining the substantial characteristics of the offerings that carry the brand name and the psychological
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Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________‚ backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 273 Level of difficulty: Easy 2. The strategic branch management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge
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Education For All What does education have to do with curing increasing poverty? Education is not about how well you do at school. It is a mean to explore the fast passed world around us. An educated person can differentiate among right and wrong. It is the foremost obligation of a society to edify its residents. Educating woman can be an asset to the society as educating them can bring about a lot of difference in the society as a whole. It is the illiterate people who take away the right of education
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