The influence of brand recognition on retail store image Stephen S. Porter and Cindy Claycomb A well-recognized and accepted brand image is one of the most valuable assets a firm possesses. Brand managers and manufacturers are concerned with managing brand equity and capitalizing on the value of a brand image (Aaker‚ 1991). A product or retail establishment has many associations which combine to form its total impression. Few would argue that consumers form impressions of brands‚ and that these
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Business Research Brand orientation and market orientation — From alternatives to synergy ☆ Mats Urde a‚⁎‚ Carsten Baumgarth b‚ Bill Merrilees c a b c Lund University‚ Sweden Berlin School of Economics and Law‚ Marketing Division‚ HWR Berlin‚ Germany Department of Marketing‚ Griffith Business School‚ Gold Coast Campus Queensland 4222‚ Australia a r t i c l e i n f o a b s t r a c t This paper explores the interaction between brand orientation and market orientation. Brand orientation is
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Country of origin‚ consumer ’s Perception and Brand Image Introduction The impact of country of origin (COO) on the consumer ’s perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today ’s business has resulted in unprecedented problems for manufacturers‚ marketers‚ and consumers (L. Y. Lin & Chen‚ 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the firm
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considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences‚ seeking to maximize market coverage while minimizing brand overlap and at same time avoiding any brand equity damage‚ as its core consumer segment is quite different from the new targeted consumer segment. With this plan Chris expects that MMBC regains the beer market leadership in the U.S. East Central Region. Also it is important to keep brands identity well defined but complemented avoiding
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Building a ‘Beauty Brand’ Veet India - Beyond Hair Removal Executive Summary The solution attempts to address the transition of Veet from a hair removal brand to a true beauty brand. Starting with a study of the depilatories market in India and Veet’s growth over the years to create a platform‚ the results of the primary research have been presented. The primary research was a combination of questionnaire based research and PAPIs (paper aided personal interviews). The brand awareness of Veet was
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Tom Fashho Shanghai Tang: The First Global Chinese Luxury Brand Table of Content Pg3: What is a luxury brand? How is it different from a regular‚ mass-market brand? How does one build a luxury brand? Pg4 & 5: How would you characterize Shanghai Tang’s brand image and sources of brand equity? Pg5 & 6: What are the strengths and weaknesses of the brand’s existing Personality and image? Pg7: What
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faced‚ a decision or action taken by an individual manager or by an organization at the strategic‚ functional or operational level Mortein Vaporizer: What lies beneath Brand Positioning? Debasis Pradhan and Divya Agrawal H ari Panda‚ the brand manager of Mortein Vaporizer‚ could not keep his mind off the challenges faced by his brand even during an official gathering of colleagues at the Golf ground in Bhubaneswar. He detached himself from the group and went for a quiet stroll as others were busy
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Brand Category and Industry Background Traditional Chinese herbal drinks (“CHD”) have various well known functions such as improving digestive system and smoothing throat. CHD can be obtained from traditional kiosk and recently more and more drink manufacturers has explored the market of bottle packaged CHD such as Hoi Tin Tong and HealthWorks. However‚ none of the brands can succeed in build up a trend for Hong Kong people to develop a habit of drinking bottle packaged CHD when compare with soft
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International Brands: Strategic Implications for International Marketers The article “Real differences between local and International Brands: Strategic Implications for international marketers” by Isabelle Schuiling and Jean- Noël Kapferer focuses on the differences between local and international brands in a globalization context. Specifically‚ the article explains the trend of companies that are concentrating their efforts on developing international brands and are eliminating local brands and whether
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Brand equity has become a very strong part for every product. Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name and‚ at the root of these marketing effects is consumers ’ knowledge. In other words‚ consumers ’ knowledge about a brand makes manufacturers/advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. Brand
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