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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Group Brand Audit Project Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a "first come‚ first serve" basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way‚ the other gps will know which brands are already taken on a first come first serve basis. Once your
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Journal of Consumer Marketing Emerald Article: Brand communities for mainstream brands: the example of the Yamaha R1 brand community Reto Felix Article information: To cite this document: Reto Felix‚ (2012)‚"Brand communities for mainstream brands: the example of the Yamaha R1 brand community"‚ Journal of Consumer Marketing‚ Vol. 29 Iss: 3 pp. 225 - 232 Permanent link to this document: http://dx.doi.org/10.1108/07363761211221756 Downloaded on: 08-10-2012 References: This document contains references
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S1 In my presentation I’m going to analyse the “Brand Failure”‚ giving some examples… S2 …Like: INTRODUCTION: Some rules why brands fail Brand myths CLASSIC FAILURES: New Coke VS Pepsi IDEA AND CULTURAL FAILURES: Kellogs cereal mates Kellogs in India Schweppes tonic water in Italy S3 Introduction In the past‚ branding was created to protect products from failure‚ and products were responsible for the fate of a company: when the sales decreased‚ the product failed. Now the
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LETTERS PUBLISHED ONLINE: 3 JULY 2011 | DOI: 10.1038/NGEO1185 Deep-sea mud in the Pacific Ocean as a potential resource for rare-earth elements Yasuhiro Kato1 *‚ Koichiro Fujinaga1 ‚ Kentaro Nakamura2 ‚ Yutaro Takaya1 ‚ Kenichi Kitamura1 ‚ Junichiro Ohta1 ‚ Ryuichi Toda1 ‚ Takuya Nakashima1 and Hikaru Iwamori3 World demand for rare-earth elements and the metal yttrium—which are crucial for novel electronic equipment and green-energy technologies—is increasing rapidly1–3 . Several types of seafloor
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The Brand Elements of Vodafone Submitted to: Prof. Manoj Motiani Submitted by: Bharat Kumar Bajaj Vimal Jagani Vipul Gupta
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Vol. 2 (8)‚ 2012‚ 434-443 RESEARCH ARTICLE RESEARCH ARTICLE Brand Awareness and Customer Preferences for FMCG Products in Rural Market : An Empirical Study on the Rural Market of Garhwal Region 1 Anupam Jain and 2Meenakshi Sharma* ABSTRACT The purpose of this study is to examine the brand awareness in rural area and to study the interest of consumers in branded products of Fast Moving Consumer Goods (FMCG). The brand awareness is showing increasing tendency everywhere and Garhwal Region
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Australia is an isolated country but with many links that connect it to the rest of the world‚ or in closer terms‚ the Asia-pacific region. One of these bonds that has great impact with this area of the world is defence‚ we see varieties of sources that explain this link in detail and tell us that we are safe and have help at our doorsteps when we need it. To Begin with‚ recent events have made us Australians realize the dedication and courage that our defence has shown in the past. Anzac Day‚ on
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The brand profile is a summary description which should quickly enable all those involved with the brand to understand who you are targeting‚ what you are offering‚ and how you wish to position the brand. Ideally it should be something you could put on a card and put on the desk of everyone involved in your business. The components of a brand profile are usually something like the following: Description of the solution/brand Benefits that customers will perceive from it Target market that will
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CONCEPT OF BRAND COMMUNITY: BUILDING COMMITMENT IN THE CHARITY SECTOR ABSTRACT The paper introduces a model of brand community development that is extended to the nonprofit sector; a sector that has just recently begun to embrace relationship marketing. It is believed that brand communities represent a unique form of relationship marketing‚ with benefits that are particularly compelling for nonprofits. Indeed‚ the paper reveals that many of the characteristics of brand communities
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