Introduction‚ Brand equity P.2 Brand equity Brand image P.3 CBBE Pyramid salience‚Performance and imagery dimensions P.4-5 CBBE Pyramid - judgement and feelings dimensions P.5-6 CBBE Pyramid - resonance dimensions Brand Product Matrix P.6 7Ps P.7-9 Concusion P.9 Reference List P.10 Introduction Hong Kong Disneyland
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Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial concept
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2. The Brand………………………………………………………………………... 3-4 3. Brand Positioning………………………………………………………………… 5-8 3.1. Positioning Strategy……………………………………………………….. 6-7 3.1.1. McDonalds………………………………………………………….. 7 3.1.2. Burger King…………………………………………………………. 7 3.1.3. Greggs PLC………………………………………………………… 7 4. Brand Analysis……………………………………………………………………. 9-14 4.1. Brand Identity……………………………………………………………….. 9 4.2. Brand Logo………………………………………………………………….. 10 4.3. Brand Name………………………………………………………………… 11 4.4. Brand Image………………………………………………………………
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Red Brand Canners Case Study Red Brand Canners 2 Summary Context ............................................................................................................................................................. 3 Purpose of the document ................................................................................................................................. 3 Cooper’s solution .............................................................................................
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BRAND LAP- AN EMPIRICAL STUDY ON LOYALTY‚ AWARENESS‚ PROMOTION INTRODUCTION The term brand has become the buzzword of the twentieth century. Manufacturers‚ marketer and corporate think tank have left no stone unturned in coming up with the new and innovative brand strategies that have not only captivated customers but have led to paradigm shift in the who process of branding. Gone are the days when a ‘brand’ was meant to give recognition to a product or at the most to a company. The 21st century
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INTRODUCTION Since the late 80s‚ brand equity (BE) has been regarded as one important marketing concept in both business practice and academic research as it gives marketers more competitive advantage through successful brands (Lassar‚ Mittal‚ & Sharma‚ 1995‚ p. 11). Although there are many researches about brand equity carried on by numbers of authors‚ most of their conclusions are consistent with Farquhar’s concept of brand equity as “the value added by the brand to the product” (Srinivasan‚ Park
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REDIFING A BRAND CHAPTER 1 INTRODUCTION 1.1. Background Samsung is one of the world’s premium electronics manufactures. The estimated value of Samsung brand had risen from US$6.37 billion in 2001 to US$10.85 billion in 2003. A major factor behind this impressive growth had been Samsung’s effort to redefine itself as a vendor of cutting-edge‚ “gee-whiz” consumer technology. Samsung believed that repositioning the brand is a vital to the company’s future success. While the Samsung had become
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Dewar’s Brand Repositioning Dewar’s was faced with a declining market among traditional Scotch whisky consumers. In addition‚ long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter‚ lower alcohol beverages. Though Dewar’s had a favorable brand image and growing market share‚ repositioning Dewar’s to younger adults was very necessary for the brand to remain competitive in the long term. Dewar’s must take an appropriate repositioning strategy
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The Body Shop Brand Audit 1325641 Contents 1. Brand Overview________________________________________________ 3 1.1 Brand History_________________________________________________ 3 1.2 Product Category ______________________________________________4 2. The Brand Owning Organisation___________________________________4 3. Brand Value Proposition_________________________________________ 5 4. Brand Communications Audit ____________________________________ 6 5. Product Category Audit
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Udham Singh Best Global Brands External Factors Measurement Authenticity Over the past 60 years IKEA has grown from a one-man band to a group of companies with 76‚000 co-workers. At the same time a truly unique corporate culture has evolved with its own set of values. The success of IKEA has been built upon enthusiasm‚ on a constant desire to renew and improve‚ on cost-consciousness‚ on a willingness to lend a hand and take responsibility. It holds the capabilities to provide an advanced
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