1 – BRAND POSITIONING Tuan Duong TRUNG HIEU BRAND POSITIONING DEFINITION • • • A way to create a distinct impression in consumer’s mind Consumer’s reason to buy your brand A single and constant meaning behind “brand” in consumer’s mind It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on PROTECTION QUALITY SEXUALLY ATTRACTION HEALTHY HAIR BRAND POSITIONING SETTING UP A WINNING BRAND POSITIONING Step 1 WHO
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Philips versus Matsushita Case summary of Philips: The company has built its success on worldwide portfolio of responsive national organizations (NO). The company was established by Gerard Philips and his father opened a small light bulb factory in Eindhoven‚ Holland in 1892.The company faced a tough fall. Gerald then recruited his brother Anton‚ a salesman and manager. In 1900 it became the 3rd largest producer of light-bulb in Europe and in 1912 Philips
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Case 10-2: Philip Morris International Background Philip Morris International is the leading international tobacco company. PMI owns a total of 56 manufacturing sites‚ over 78‚000 employees around the world‚ and product availability over 180 countries. PMI holds an estimated of 28.1% international market shares‚ where US and China accounts for 12.1% of their total market shares. They are the largest company in 13 markets. They are the current owner of top international tobacco brands around
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Week 5: Branding and Positioning Reading: * Articles - Please be sure to read all articles and view all videos listed. They are short but insightful. 1. Interbrand Names 100 Best Global Brands http://www.marketingpilgrim.com/2010/09/interbrand-names-100-best-global-brands.html 2. What P&G Taught Me About Brands http://maxbrandequity.com/Documents/What%20PG%20taught%20me%20about%20Brands.pdf 3. The Power of Brand Equity http://www.thinkingleaders.com/archives/964 Questions:
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strive to be valuable people in society and contribute to society’s need. Some people take it farther and devote their life to only taking care of others or even to God. St. Philip Neri was one of these people as the life of a normal business person did not fit his way of living‚ and he devoted himself into God. St. Philip Neri was born in the poor section of Florence on July 21‚ 1515. As a young boy‚ he befriended and was taught by the Dominicans at St. Mark’s. In 1532 at the age of 17‚ Philip’s
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INTEGRATED BRAND MANAGEMENT SEMINAR PAPER EXAMINING NOKIA’S BRAND IDENTITY AND POSITIONING TONY TRUONG / 16757686 Introduction This report will discuss the differences in branding strategies between Apple and Nokia with specifically with regard to the range of mobile products which both brands offer to their respective target markets. It will begin with a brief overview of the identities of both brands and how they have changed and evolved since being introduced‚ before
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smaller scale‚ The Lucifer Effect is a psychological account of how ordinary people sometimes turn evil and commit unspeakable acts. Written in light of the Stanford Prison Experiment‚ the concept was created by the leader of this experiment himself‚ Philip Zimbardo‚ and raises the fundamental question of when in time a normal person first crosses the boundary between good and evil to engage in an evil action. It represents a transformation of human character
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Philips versus Matsushita: A New Century‚ a New Round Overview of the Case: N.V. Philips (Netherlands) and Matsushita Electronic (Japan) had followed very different strategies and emerged with very new and different organizational capabilities. Philips built its success on a worldwide portfolio of responsive national organizations while Matsushita based its global competitiveness on its centralized‚ highly efficient operations in Japan. During 1990s‚ both company faced major challenge to their
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Philip Roth - Master of the "Double Identity" because he suffers from one What influences one ’s identity? Is it their homes‚ their parents‚ their religion‚ or maybe where they live? When do they get one? Do they get it when they understand right from wrong‚ or when they can read‚ or are they born with it? Everyone has one and each identity is unique‚ or is it? In literature‚ (or life) religion plays a large role in a character ’s identity. However‚ sometimes the writer ’s own religion and
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This Be the Verse by Philip Larkin They fuck you up‚ your mum and dad. They may not mean to‚ but they do. They fill you with the faults they had And add some extra‚ just for you. But they were fucked up in their turn By fools in old-style hats and coats‚ Who half the time were sloppy-stern And half at one another’s throats. Man hands on misery to man. It deepens like a coastal shelf. Get out as early as you can‚ And
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