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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Brand Advertising as Creative Pubiicity ANDREW EHRENBERG South Bank University ehrenba@sbu.ac.uk NEIL BARNARD South Bank University RACHEL KENNEDY University of South Australia HELEN BLOOM Consultant HelenBloom@ compuserve.com Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand’s broad salience—being a brand the consumer buys or considers buying. This turns
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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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enessBRAND AWARNESS OF MAHINDRA XYLO IN AN AROUND SILIGURI FROM KHOKAN MOTORS SUBMITTED ON PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION PREPARED BY NAME: PRAMIT CHHETRI ROLL NO: 75/BBA/067149 DATE: EXTERNAL GUIDE (ARCHANA DIAZ) SUBMITED TO 05-06-2010 INTERNAL GUIDE (SUVAMAY BHOWMICK) INFORMATION TECHNOLOGY CENTRE UNIVERSITY OF NORTH BENGAL DARJEELING: 734013 DECLARATION I do hereby declare that this project is submitted by me for partial fulfilment of the Bachelor of
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Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness‚ Brand Image‚ Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image)‚ brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques
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BRAND WARS: WHEN BIG BRANDS PLAY DIRTY “In business as in life‚ you don’t get what you deserve‚ you get what you negotiate.” Chester L Karrass. Today companies do not sell on the basis of their products. The features or benefits provided by the product is a small cog in the whole machine of the customer interaction process adopted by the company. The product sells on the basis of its power to convince customers‚ to appeal to customers and to attach a certain sentiment with the customers. This
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7-Up : The uncola. ABN AMRO Bank : Making More Possible Accenture : High Performance. Delivered Ace Hardware : Ace is the place with the helpful hardware man. Acura : The road will never be the same. Adobe : Better by Adobe. Adobe : Simplicity at work. Better by adobe. Aflac : Ask about it at work. AIG : We know money. AIG or American International Group Insurance Company : We know Money Air Canada : A breath of Fresh Air Ajax : Stronger than dirt. Alka-Seltzer
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the major goals of marketing is reaching the brand loyalty phase to a customer. Brand loyalty would be the commitment of a consumer to continue purchasing and supporting the company/brand. Companies benefit from this because they have a constant customer who would spread the word about the company and will be willing to pay higher prices for a certain product or service. Brand Loyalty Most people if not everyone is loyal to a certain brand or service. When a company offers good customer
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IKEA has created a global brand focused on low prices and contemporary designs. In 2009‚ Interbrand ranked IKEA 28th on its list of the top 100 global brands (# 35 in 2008 indicating 10% increase in brand value over just year). IKEA’s success is attributed to its vast experience in the furniture retail market‚ its product differentiation and cost leadership. The brand Ikea has become iconic in consumers’ minds. CEO‚ Anders Dahlvig‚ states “the awareness of our brand is much bigger than the size of
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specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet‚ large format store‚ Multi brand outlet. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets‚ according to US consulting group AT Kearney’s
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