Find the paradox • Brand value pyramid Another tool: Find the paradox • Overcome negatively correlated attributes and benefits (paradox) Examples of neg. correlated attributes and benefits • Price and quality • Taste and low calories • Power and safety • Comprehensiveness (variety) and simplicity • Strength and refinement Strategies to Overcome Attribute and Benefit Trade-offs • Establish separate marketing programs • Leverage secondary association (e.g.‚ co-brand‚ use celebrities)
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Pharmacy Undergraduate Students: Career Choices & Expectations Across A Four-Year Degree Programme Keith Wilson‚ Jill Jesson‚ Chris Langley‚ Katie Hatfield and Laura Clarke. Aston University August 2006 Page 2 The research on which this report is based was commissioned by the Pharmacy Practice Research Trust funded with a grant from the Royal Pharmaceutical Society of Great Britain. The research was undertaken by a team of researchers at Aston University. The views expressed
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The Civil Rights Movement of the 1950s and 1960s was a crucial and transformative period in American history‚ challenging racial segregation and discrimination through nonviolent protest‚ legal battles‚ and grassroots activism. It was a testament to the resilience‚ courage‚ and determination of countless individuals who overcame barriers and fought for justice and equality. The Civil Rights Movement transformed the social and political landscape of the nation‚ paving the way for significant legislative
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Brand Me Chia-chun Chen Student ID: 2030309 Introduction A Chinese poem says that: The longest distance in the world is neither between life and death‚ but is that I am just behind you‚ and you are not aware of that I love you. (Amy Cheung‚” Single bed in purse”) The love poem not only can be used in the intelligence field‚ but also in the workplace where competition and pressure are emphasized. Personal brand is a significant part for marketing yourself. Definition of personal
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Sarah’s Choice This is the story of Sarah. Sarah is a girl who doesn’t get out much. Her parents are strict by giving her a curfew and she has an attitude about them being that way. She thinks that as a sophomore‚ she should have the right to spend more time out with friends. She has never really thought that she had freedom and this gives her an attitude about how her parents are and this contributes to her wanting to be free. According to Simona Rich‚ negative attitudes are wrong beliefs about
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Brand Admiration Project (ZARA) 9.19.12 So what is Zara? Many people have probably never heard of the clothing/fashion brand named Zara. Even if you have heard of Zara‚ the chances of you seeing Zara on any poster or television advertisements is very slim. In fact the Spanish clothing retailer has a very unusual marketing strategy. Zara has a “zero advertising policy.” With almost no money going into advertisement‚ how is Zara able to compete with competitors? Unlike competitors‚ Zara
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has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus‚ the impact of consumer-toconsumer communications has been greatly magnified in the marketplace. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers‚ while in a nontraditional sense it enables customers to talk directly to one another. The content
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BRAND POSITIONING OF SCORPIO Presented By KushalDey(314SM100 5) INTRODUCTION Mahindra & Mahindra is a flagship company of the Mahindra group based in Mumbai with a turnover of `55 billion. The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra along with Malik Ghulam Mohammed. The shares of the company were listed in the Bombay Stock Exchange in 1956. Initially set up to manufacture general-purpose utility vehicles‚ Mahindra
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II. Table of Contents Table of contents ……………………………………………………………………………….p.2 List of tables …………………………………………………………………………………….p.3 List of graphs …………………………………………………………………………………...p.4 List of appendices ………………………………………………………………………………p.5 Executive summary a. Major findings ………………………………………………………………………………..p.6 b. Conclusions…………………………………………………………………………………...p.6 c. Recommendations…………………………………………………………………………….p.6 Problem definition a. Background to the problem………………………………………………………………...…p
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INFLUENTAL FACTORS ON BRAND CHOICE AND CONSUMPTION BEHAVIORS: AN EXPLORATORY STUDY ON COLLEGE STUDENTS AND BEER By DAVE RITTER A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULLFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ADVERTISING UNIVERSITY OF FLORIDA 2008 1 © 2008 Dave Ritter 2 To my family‚ friends‚ educators‚ and colleagues‚ cheers! Without your love‚ support‚ and guidance none of this would be possible. 3 ACKNOWLEDGEMENTS
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