Summary: Brand Management 2012-2013 (328032) Material included: * Constructs‚ findings & implications from each week’s papers * Lecture Notes & slides summary Table of Contents: page: Week 1: Brand Management 2 Articles 2 Lecture summary 4 Red Bul Case findings 6 Week 2: Brand Positioning 7 Articles 7 Lecture summary 10 Week 3: Special Branding Strategies 13 Articles 13 Lecture summary 17 Week 4:
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The Angel of Death: Dr. Josef Mengele Dr. Josef Mengele: one of the most notorious doctors in history. He is one of the many names that come to mind when discussing the Holocaust. He performed vile‚ bizarre and inhumane experiments on prisoners within Auschwitz that had no genuine impact on the science community‚ other that being a personification of the words “unethical” and “malpractice.” Josef Mengele was born March 16‚ 1911 in Gunzburg‚ Germany. His parents were Karl and Walburga Mengele. He
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YOUTH IN REALISING THE DREAMS OF DR. KALAM’ ‘FREEDOM‚ DEVELOPMENT AND INDIA STANDING UP TO THE WORLD’ 3 visions. That’s all the man had. That’s all he wanted India to be. That’s how he wanted us to live. He departed from the role of President‚ thinking‚ dreaming but above all hoping that these visions would one day succeed. He expected a lot from all Indians‚ but mostly from the youth. Don’t be surprised if you find a lot of quotes in this speech. I have mainly used Dr. Kalam’s quotes because he was
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What is Brand Loyalty? The American Marketing Association defines brand loyalty as: The situation in which a consumer generally buys the same manufacturer originated product or service repeatedly over time rather than buying from multiple suppliers within the category. Brand loyalty is more than simple repurchasing‚ however. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a
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number of brands which are next best‚ but only one brand that is the best. In a number of product categories like TVs‚ cars‚ personal computers‚ paints‚ razorblades‚ soaps and so on‚ we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called its Positioning. It entered our mind on account of communication through advertising‚ word of mouth‚ product performance and other factors. Thus‚ Positioning is the outcome of our perceptions about the brand relative to
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established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. This may involve radical changes to the brand’s logo‚ brand name‚ image‚ marketing strategy‚ and advertising themes. These changes are typically aimed at the repositioning of the brand/company‚ sometimes in an attempt to distance itself from certain negative connotations of the previous branding‚ or to move the brand upmarket. However‚ the main reason for a re-brand is to communicate
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Bargain Brand vs. Brand Name Introduction In this lab the main purpose was to research for a company that made bargain brand products to see if college students equally like bargain bands to name brands. The experiment that was preformed was based solely on the taste of the products. To be sure the only thing that affect the experiment was taste‚ the experiment was made a single blind experiment‚ which is simply the administer knows which product is which but the test subject does not. To start
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Why people buy counterfeit brands First of all it is important to say that there are two types of counterfeit product purchases by consumers. Deceptive counterfeiting takes place where the consumer does not know that they have purchased a counterfeit product. In contrast‚ non-deceptive purchases of counterfeit products take place where the consumer willingly buys the counterfeit products. We’re dealing here with the latter type of purchase. If lawmakers and the producers of genuine branded goods
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UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 ’s was the concept of brand equity. The emergence of brand equity‚ however‚ has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy --
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502 Date of Admission: 05/10/- - - - Admitting Physician: Patrick Keathley‚ MD‚ Endocrinology Chief Complaint: Left ankle pain. DETAILS OF PRESENT ILLNESS: This is a 44-year-old Hispanic male‚ when was kindly asked to admit by Dr. Max Hirsch the patient is status post arthrodesis of the left ankle and has newly diagnosed diabetes and hypertension. PAST MEDICAL HISTORY: Per-op blood glucose is noted to be greater than 200. The patient asked for a medical consult/admission
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