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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Brand Presentation Hello! My name is Vladislava Stoeva or Val and my major of study is Business Administration. My career aspirations are to find a stimulating and challenging position which builds on my university skills and knowledge‚ as well as a professional experience. I am an ambitious individual who wants to learn and develop under the guidance of those who are at the top of their field and then use those skills to become an expert myself What distinguish me from other candidates is that
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Case Analysis 1) How would you characterize the large household appliance industry and market? According to the textbook‚ I would characterize the large household appliance industry and market have great potential and opportunistic revenues; especially‚ in the developing countries such as China‚ India‚ and Southeast Asia areas with great portion of population do not own any or very few of these appliances; moreover‚ the population of these countries is very large; for example China population about
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MARKETING STRATEGY‚ BRAND‚ AND BRAND POSITIONING ANALYSIS RINSO : A CASE STUDY PAPER MARKETING MANAGEMENT AS A MID TEST ASSIGNMENT MEINAWATI‚ YE 51B‚ 29114877 | STATEMENT OF ORIGINALITY I hereby certify that I am the sole author of this paper and that no part of this paper has been published or submitted for publication. I certify that‚ to the best of my knowledge‚ my paper does not infringe upon anyone’s copyright nor violate any proprietary rights and that any ideas‚ techniques
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BRAND IMAGE AND BRAND LOYALTY Muhammad Shafiq Gul[1]*‚ Dr Farzand Ali Jan** Dr Qadar Baksh Baloch Muhammad Faheem Jan*** & Muhammad Farooq Jan**** Abstract This study was conducted to determine the level of brand loyalty and image‚ to examine interactive role of those factors that determines brand image and loyalty‚ to determine level of brand loyalty and image of Toyota car users and to suggest measures for developing brand loyalty in district Peshawar. The data was collected through
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between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan M.I. Subhani and Amber Osman* ABSTRACT Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand
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Brand extension & brand stretching The two options for doing this are usually called “brand extension” and “brand stretching”. Brand extension Brand extension is a strategy in which a firm launches a new or modified product with a well-developed image by using the established brand name in a same broad market. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin
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Corporation: Managing a High Growth Brand 1 One of the main keys for success for Starbucks in building the brand is their focus on quality‚ starting by the quality of the whole bean‚ the freshly roasted gourmet beans‚ its packaging‚ transportation‚ until its brewing. This has served as a main differentiator between Starbucks and other brands. Starbucks has succeeded to position itself as a unique quality coffee provider. Starbucks also managed to build its brand with the perception of a “complete
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Case: Nike “Jordan Brand” a Blue Ocean Strategy In 1983 Nike had revenues of $920m‚ this increased by $15m after the Air Jordan 1 was released in 1984. Air Jordan 1 actually sold $130m in 1984 or 13% incremental sales. In 1989‚ powered by further increase in Jordan’s popularity and the efficacy of his “Just Do It” campaign‚ Nike sales reached $1.7 Billion‚ with the Jordan brand contributing $200m annually since then. By 2011‚ Jordan brand already sell in excess of $1 Billion annually for Nike. The
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REPORT ON “BRAND EXTENSION” IN PARTIAL FULLFILLMENT FOR “SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES” (PAPER NO. 207) IN M.B.A. PROGRAMME OF contents 1. Introduction Of Brand Extension 1.1 What is the Means of brand Extension? 1.2 Types of Brand Extension 1.3 Benefit of Brand Extension 1.4 Risk of Brand Extension 1.5 Characteristics of successful Brand Extension
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