Strategic Brand Management Professor Jenny Darroch‚ Spring 2008‚ Claremont Graduate University‚ CA Brand Report Card May 5‚ 2008 Copyright 2008. Jose H. Montero. All rights reserved. Brand Report Card: Home Depot vs. Lowe’s The Brand Report Card‚ devise d by Kevin L. Keller‚ is a tool for assessing a brand’s performance by rating brands along ten key traits that Keller believes are shared by the world’s strongest brands. Strong brands possess very high brand equity and the Brand Report
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Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism‚ Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique‚ (2) personality‚ (3) culture‚ (4) relationship‚ (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented
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people say brand‚ the brands that come to mind straight away would be Coca-Cola‚ Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However‚ in marketing terms it is defined as ‘a name‚ term‚ sign‚ symbol or design‚ or a combination of these‚ intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler‚ Brown‚ Adam‚ Burton‚ Armstrong‚ 2007). A brand can be defined
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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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of the most influential thinkers in world history formed contrasting ideas on the concept of the soul. On one hand‚ Plato’s idea of the soul was created based on his theory of forms‚ as illustrated through a conceptual apparatus called “The Divided Line”. In this diagram‚ concepts of the absolute‚ such as the essence of absolute good‚ come from forms and ideas‚ which are eventually processed into the physical world as images in our minds. These images can then once again be manipulated into forms
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The movie I chose was “Walk the Line”. The biography chronicles the early lives of Johnny and June Carter Cash and the struggles they dealt with in their personal lives and careers. Johnny (or J.R. as he was originally named) was one of Ray and Carrie Cash’s seven children and grew up on a poor cotton farm in rural Arkansas. As the movie begins‚ it introduces the viewer to Johnny’s mother‚ who taught him to sing gospel songs‚ his father‚ who was a heavy drinker and verbally abusive at times to
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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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Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry This case was the overall winner of the 2007 European Case Clearing House Awards This case received the 2006 European Case Clearing House Award in the category “Marketing” 01/2008-4948 This case was written by Vadim Grigorian (INSEAD MBA 2000) and Pierre Chandon‚ Assistant Professor of Marketing at INSEAD‚ as the basis for class discussion rather than to illustrate either effective
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The Brand The Cadbury brand enjoys a high level of brand equity in Ireland. Research shows 96% of consumers recognise the brand‚ while 74% state that when it comes to chocolate‚ only Cadbury’s will do! There are three main brand name strategies: Family brand names: The parent brand is also known as an "umbrella" brand. This term is given to product ranges where the family brand name is used for all products. The advantage of this approach is that positive associations with the parent brand will
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Leased Lines Below what speed are there different leased line standards in different parts of the world? In the text “Business data networks and telecommunications” the author points out that leased lines vary worldwide from 56 kbps to several gigabits per second‚ depending on the technology used. The lowest speeds of these leased lines are 56 or 64 kbps in the United States‚ and 64 kbps in Europe. These speeds are comparable to modem speeds and are rarely installed. The typical wiring for these
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