Abstract This research basically pertains to find out the relationship between the brand equity and the sales of the product. The questionnaire was constructed and the pilot study using 15 respondents from ICBS was carried out to ensure that there were no confusions or ambiguities in the questionnaire. All ambiguities or confusions found were removed before administering the final questionnaire. The questionnaires were divided into two parts. On first of June the questionnaires were administered
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Brand Management : Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market‚ which target public the brand is targeted at‚ and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look‚ price‚ the packaging‚ etc. The intangible elements are the experience that the consumer takes away
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Brand 1: Coca-Cola Coca-Cola overview “In 1886‚ John Pemberton‚ an Atlanta pharmacist‚ was inspired by simple curiosity when he discovered ‘Coca-Cola’. One afternoon‚ he stirred up a fragrant‚ caramel-colored liquid and‚ when it was done‚ he carried it a few doors down to Jacob’s pharmacy. The mixture was combined with carbonated water and sampled by customers who all agreed that the drink was something special. So Jacob’s Pharmacy put it on sale for five cents a glass. Pemberton’s bookkeeper
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Favorite Brand Antoinette Mitchell MKT/421 November 5‚ 2014 Eric Mc Math Favorite Brand The world is filled with brilliant products and services developed by diverse companies. These developments have extended consumer choices heightening the level of competition between companies. The implication of this is companies have to develop strong brands that will gain most of the market share compared with their competition. The Apple Company is a well-known company mobile and software industry. Three
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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
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A report on Sources of Brand Equity in Nation Branding: The Case of Bangladesh Sundarbans Sources of Brand Equity in Nation Branding Course Name: Product & Brand Management Course number: 411 Submitted to: Rafiuddin Ahmed Assistant Professor Department of Marketing University of Dhaka Submitted by: Brainstormers BBA‚ 16th batch‚ Section-B Department of Marketing University of Dhaka
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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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self-confidence. People also purchase the Nike brand because they relate it with so many of the athletes who Nike endorses. People like LeBron James‚ Tiger Woods‚ Maria Sharapova‚ and Michael Jordan. These athletes wearing the Nike sign‚ was what really got the consumers to buy brand name items. But‚ most people don’t know where the brand Nike originated from. You might be surprised to know that one of the world’s dominant shoe‚ sports equipment and clothing brands was named after the Greek goddess of
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BRAND CANNIBALIZATION: EAT OR BE EATEN With increasing commoditization of brands‚ differentiation is hard to come in every industry. Consumers are now flooded with options‚ single company having several brands in same product category. Positioning‚ targeting‚ segmenting can serve as strategies no more. Rather it is the basic hygiene which any company needs to follow if it needs to sustain in the race for market share. So‚ what should a marketer adopt as a strategy? There are unconventional
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AN ANALYSIS OF BRAND SWITCHING BEHAVIOUR SUBMITTED BY ABSTRACT: A proposed integrative approach measured consumer response to various incentives to switch brands. The response measure consisted of both actual behavior (i.e.‚ switching behavior) and an evaluative measure‚ which underlies the behavior. Self-perception theory was utilized to assess consumer switching behavior in response to intrinsic versus extrinsic motives. The integrative approach
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