Chapter 9: 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
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Customer-Based Brand Equity Model (CBBE) CBBE act as a bridge to add value on a product endowed to a product as a result of past investments in the marketing of a brand. It is also provide provides direction and focus to future marketing activities. CBBE model designed to assist management in brand building efforts. According to the model‚ building a strong brand involves four steps: establish brand identity‚ create brand meaning‚ positive‚ eliciting accessible brand responses‚ and building brand
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&78 billion. IBM has closely behind with 71$ billion. Despite those two businesses have totally different of business nature‚ these two firms have a significant common characteristic which is the value of their brand is extremely high. However‚ the value of branding isn’t only reveal in those two firms but the entire market has the common factors which are the most successful firm always has a high value of their brand. Branding is one of the critical enduring assets to a company which can be the
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UVA-F-1415-SSRN v 1.2 JETBLUE AIRWAYS IPO VALUATION My neighbor called me the other day and she said‚ ’You have an interesting little boy. ’ Turns out‚ the other day‚ she asked my son Daniel what he wanted for Christmas. And he said‚ ’I want some stock. ’ ’Stock? ’ she said. ’Don ’t you want video games or anything? ’ ’Nope‚ ’ he said‚ ’I just want stock. JetBlue stock. ’ --David Neeleman‚ CEO and Founder‚ JetBlue Airways It was the first week of April 2002‚ barely two years since the first
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did the Model T change the lives of common Americans? Although the Model T was not the first automobile to be invented‚ it was‚ however‚ the automobile that change the world of automobiles forever. Henry ford‚ the creator of the Model T automobile‚ came up with a brilliant idea to combine car making with the assembly line process. This concept made the process of assembling an automobile a much swifter process. Because of incredible productivity of the newly found concept‚ the Model T was
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Cost of equity refers to a shareholder’s required rate of return on an equity investment. It is the rate of return that could have been earned by putting the same money into a different investment with equal risk. How It Works/Example: The cost of equity is the rate of return required to persuade an investor to make a given equity investment. In general‚ there are two ways to determine cost of equity. First is the dividend growth model: Cost of Equity = (Next Year’s Annual Dividend /
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VALUATION AND MANAGEMENT OF GOODWILL IN A BUSINESS. INTRODUCTION Goodwill is an intangible element connected with the going concern which include personality‚ reputation‚ the company name‚ convenient and favourable location of the business‚ quality of merchandise‚ efficient management‚ supply and demand for a choice product‚ affordable prices‚ efficient labour relations with employees‚ true and fair view and finally courteous methods of treating customers. Goodwill is often shown on the accounting
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Common Law and Equity Prior to the Judicature Act 1873-75 on Fusion Fallacy The early development of equity categorized it as a separate system from the then existing common law. However‚ Lord Chancellor’s intervention gradually developed a distinct body of law called ‘equity’ which was well established by the fifteenth century. From then on‚ the Chancellor’s jurisdiction was exercised via what later becomes ‘court of Chancery.’ The existence of these two systems at times conflicted because of the
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THIS IS A LIST OF EXCEL PROGRAMS THAT YOU MIGHT FIND USEFUL. THEY ARE NOT COPY PROTECTED. FEEL FREE TO MODIFY THEM TO YOUR OWN NEEDS. Corporate Finance Spreadsheets 1. capbudg.xls: This program allows you to do a basic capital budgeting analysis for a project‚ and compute NPV‚ IRR and ROI. (For Macintosh version) 2. risk.xls: This program allows you to use past returns on a stock and a market index to analyse its price performance (Jensen’s Alpha)‚ its sensitivity to market movements
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The Entrepreneurial Manager VALUATION OF VENTURE CAPITAL DEALS Bernardo Bertoldi bbertoldi@escp eap.it bbertoldi@escp-eap.it Candid Capital Partners We are a private equity firm that does not add value to its portfolio companies‚ but W i t it fi th t d t dd l t it tf li i b t rather seeks to boost returns through the egregious application of leverage and irresponsible gutting of corporate resources in search of cost savings. Our firm has always been a generalist‚ and our partners have no industry specialties
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