Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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Question 1 1.0 Nature of the Shell Refining Company Our group has selected Shell Refining Co. Bhd (F.O.M) as our assignment topic’s company. It’s a Malaysian based company located in Port Dickson which produces wide range of petroleum products‚ mostly consumed within Malaysia. It was incorporated in Malaysia on 19 September 1960 and was listed on KLSE on 29 October 1962. Its parent company is Royal Dutch Shell PLC. The company vision is to be the top performing and most admired refinery in Asia
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BRAND PERSONALITY - THE RELATIONSHIP BASIS MODEL Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one‚ especially if they need a banker or a lawyer. A trustworthy‚ dependable‚ conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor‚ a lawn service‚ or even a car – consider the Volvo brand personality. The concept of a relationship between a brand and a person (analogous
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on a global scale are enormous and the consequences of failure are severe. The chip industry is intensely competitive‚ particularly between the two largest chip manufacturers - Intel (who holds the industry ’s top position and sets desktop processor standards) and AMD (who is beginning to successfully challenge Intel ’s leadership position). Contracts with major computer manufacturers and other significant customers can cause an immediate swing in the chip makers ’ market shares. Growing demand
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Snigdha Tripathy (PGPM811_93) Contents 1. Background 3 2. Purpose 3 3. Scope 3 4. What is duopoly? 3 5. The microprocessor market 4 5.1 Which is better: Intel or AMD? 4 6. How it all began – A brief history 5 7. Cournot’s Model as applied to Intel and AMD. 5 8. Revenues 10 9. Price War: Intel Vs AMD 10 9.1 ’Predatory Dumping’ 10 10. Market Share 11 11. Questions 12 12. Answers: 12 13. A New Entrant to change the duopoly 15 13.1 Via Technologies – Cornered
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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 brand knowledge
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The Walt Disney Company is a diversified worldwide entertainment company. The company generates revenue through five segments‚ Media Networks‚ Parks and Resorts‚ Interactive Media‚ Consumer Products‚ and Studio Entertainment. Disney operates television networks such as ABC‚ ABC Family‚ ESPN‚ and of course its own Disney Channel. It also owns and manages the Disney Resorts as well as theme parks internationally. There are many different accounting policies that exist within the company‚ but some
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Skills Audit: Skills- Interpersonal Skills- I have been working In the food and Hospitality industry for past two years. Working with Colleagues and Customers is an important part of the job. Customer relations and interpersonal skills are the two most important skills that a person working in that industry will need to know about. Customer relations techniques include a number of skills‚ such as effective verbal and non-verbal communication‚ ability to ask relative questions‚ to be attentive‚ problem-solving
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What is a Brand ? Brands were originally developed as labels of ownership: name‚ term‚ design‚ and symbol. However‚ today it is what they do for people that matters much more‚ how they reflect and engage them‚ how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets‚ and indeed become the organization’s most valuable assets. A brand is name‚ term‚ sign‚ symbol‚ design‚ or a combination of the above to identify the 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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