Editor’s Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early‚ seminal research on brands includes the studies by Gardner and Levy (1955)‚ Levy (1959)‚ Martineau (1959) and Allison and Uhl (1964). Since then‚ the number of brand related journal articles and of brand management books have increased exponentially‚ particularly in the last 20
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Absolutism vs English Monarchy To begin‚ there are many similarities in absolutism and monarchy. First‚ “absolutism” is a political theory that states that all and absolute power should be vested in one ruler or other authority. Dictators are a form of absolutism. Absolutism has been present in almost every time period in the world‚ including in modern day society. In Europe‚ absolutism was at its peak among rulers during the late 1500’s to the early 1700’s. England practiced absolutism
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Marketing Communication: Research and Planning Spring exam 2012 Red Bull – The Anti-brand brand Question 1: Red Bull was launched in Austria in 1987‚ and in the 25 years that has passed since then‚ many things have happened that could and should affect the way Red Bull markets and brands its product as opposed to how it was done in the years after the launch. All though Red Bull was launched in 1987‚ it was not until 1992 that the company began expanding its distribution – first to other
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Brand and category design consistency in brand extensions Yi Sheng Goh Institute of Creative Industries Design‚ National Cheng Kung University‚ Tainan‚ Taiwan‚ and Veena Chattaraman and Sandra Forsythe Department of Consumer Affairs‚ Auburn University‚ Auburn‚ Alabama‚ USA Abstract Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers’ product attitudes
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The free land is not free The author of “In the Land of Free”‚ Edith Maud Eaton‚ with pen name Sui Sin Far‚ was not a direct immigrant from Asia to the United States‚ but she portrayed the harsh treatment Asian immigrants faced upon entering in the U.S. in the late 1800s. Sui Sin Far‚ working as a journalist for Fly Lea‚ had exposed the extreme injustice done to Asian Americans in U.S. while she was living on the west coast of the United States. In addition‚ Sui Sin Far’s narration throughout “The
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“Dusting” by Rita Dove depicts a senior woman trying to remember the name of a boy that she recalls spending time with as she dusts. Through image pattern‚ allusion‚ and rhythm‚ the speaker describes the monotonous life that Beulah leads‚ and contrasting her present life with her past life in her struggle to remember the boy’s name‚ displayed by personifications. Beulah remembers an exciting event in the past with a boy through rhetorical question‚ rhythm‚ and the speaker’s attitude towards the memory
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Brand Community Introduction During the last fifteen years‚ there are many popular subjects: relationship marketing and brand building‚etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem‚more scholars focus on the relationship between consumer and brand‚ but Muniz and O’Guinn(2001) did more research on the relationship among consumers
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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‚ timing
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actions and achieve success‚ service marketers and managers should aware of these problems. The most obvious feature of services is intangibility and making room for intangibility in marketing is significantly important in marketing according to the article. Because of the high in credence qualities‚ services and pure services make customers hard to evaluate them even after purchasing and experiencing. Services are not “intangible products”. Services require experience‚ time and process. That
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How to measure brand image: a reasoned review Luca Cian‚ Ross Business School‚ University of Michigan‚ USA* The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered‚ including attitude scales‚ Q-Sort‚ Natural Grouping‚ Kelly Repertory Grid‚ Laddering‚ Benefit Chain‚ Projective Techniques‚ Brand Personality‚ and Brand Narration. Considering the number of tools presented‚
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