Brand Community Introduction During the last fifteen years‚ there are many popular subjects: relationship marketing and brand building‚etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem‚more scholars focus on the relationship between consumer and brand‚ but Muniz and O’Guinn(2001) did more research on the relationship among consumers
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2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender‚ age‚ and socioeconomic class‚ as well as such classic personality traits as warmth‚ concern and sentimentality. Brand Personality like human personality‚ is both distinctive and enduring. For example‚ one analysis found Coke to be considered real and authentic whereas Pepsi was
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Potential Problems Associated with Surrogacy A Briefing Paper prepared for The Assisted Human Reproduction Agency Surrogacy in Canada is a legal alternative for those who have had difficulty creating a family on their own. Recent media report (Staff Reporter’s 2011‚ Toronto Star 2011) has reported a case that a 20 year-old girl poses with the twin boy and girl she delivered June 28. After agreeing to be a surrogate mother for an infertile British couple‚ She was left with the babies when they split
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IMPACT OF BRAND AWARENESS ON CONSUMER DECISION MAKING Extent to which a brand is recognized by potential customers‚ and is correctly associated with a particular product Expressed usually as a percentage of target market‚ brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.( Noel. K‚ Francoise. R. 1995)‚ Brand awareness‚ In general‚ means the extent to which a brand associated with a particular product is documented by potential and existing
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Introduction Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product’s life cycle in target markets. In fact‚ brand awareness has influence on buying behavior of a buyer. All of these calculations are‚ at best‚ approximations. A more complete understanding of the brand can occur if multiple
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Physique according to him is the basis of the brand. –E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust” •Personality is same as Aaker‚ it answers the question “what happens to this brand when it becomes a person?” •Culture symbolizes the organization‚ its country-of-origin and the values it stands for. –E.G. traditional brands like balsara‚ dabur and zandu. Relationship is the handshake between consumer and the organisation. –E.G. the
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Age‚ social class and print media readership among adolescents were related to . ‚ Awareness of Brands and Slogans Stephen K. Keiser Marketers have focused the thrust of many promotional efforts on adolescents. Frequently‚ the objective of these promotional efforts is increased awareness of the brands otTered tor sale by the sponsor oithe promotional etTort. In order to assure maximum return for the marketers ’efforts‚ it seems necessary to assess the degree to which the awareness objective
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Chapter 1 Related Theory Discussion 1.1 Brand: The American Marketing Association defines a brand as a "Name‚ term‚ design‚ symbol‚ or any other feature that identifies one seller ’s good or service as distinct from those of other sellers." A brand can take many forms‚ including a name‚ sign‚ symbol‚ color combination or slogan. For example‚ Coca Cola is the name of a brand make by a particular company. 1.2 Local brand: A local brand is a brand that is sold and marketed (distributed and
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STRATEGY 2 SPECTRUM BRANDS 3 MANAGEMENT 3 STRATEGY 3 RELATED DIVERSIFICATION 3 UNRELATED DIVERSIFICATION 4 MARKETING 5 MANUFACTURING‚ RAW MATERIALS‚ DISTRIBUTION‚ AND SUPPLIERS 10 CONSOLIDATION EFFORTS 10 RAW MATERIALS 11 DISTRIBUTION AND SUPPLIERS 12 SPECTRUM BRANDS FINANCES 12 SALES 12 INCOME 13 PROFITABILITY RATIOS 13 LIQUIDITY RATIOS 14 LEVERAGE RATIOS 15 ACTIVITY RATIO 16 SHARE PRICE 17 RECOMMENDATIONS 18 REFERENCES 19 INTRODUCTION Spectrum Brands (SPC) is a global branded
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love does your brand enjoy? Some research based thinking for Valentine’s Day from The Buzzz In 2008 a client once said to us that they wanted their brand to become ‘the most loved brand’. It seemed initially like a quaint mistranslation from someone for whom English was not a first language‚ but on reflection it led the team at The Buzzz to think more about the nature of brand relationships and whether in fact there was a way to compare the emotional context of a customer brand relationship with
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