Interest………………………………………………………………………………… 4.1 Global Branding. 5. Recommendations…………………………………………………………………………....... Bibliography……………………………………………………………………………………. Appendix………………………………………………………………………………………… 1. The Brand 1.1 What is brand? A brand is the idea or image of a specific product or service that consumers connect with‚ by identifying the name‚ logo‚ slogan‚ or design of the company who owns the idea or image. Branding is when that idea or image is marketed
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The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration‚ Laval University‚ Quebec‚ Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing‚ College of Business and Economics
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ABSTRACT We live in the midst of a global communications’ boom where the use of social media between individuals for personal and professional use is widespread. It has been predicted that 2010 is the year when the use of social media for branding purposes will really take off in the corporate sector. The purpose of this thesis has been to look at how social media can create brand awareness. The specific area of fast moving consumer goods was chosen. This study is of an exploratory‚ descriptive
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American Journal of Sociological Research 2012‚ 2(5): 90-97 DOI: 10.5923/j.sociology.20120205.01 Rebranding and Organisational Performance- Some Issues of Relevance Anil Kumar Singh‚ Vikas Tripathi‚ Priyender Yadav * Institute of Business M anagement‚ GLA University‚ M athura‚ 281406‚ India Abstract Dispensing with an established brand‚ often the culmination of many years of continuous investment‚ and perfunctorily replacing it with a new brand would seem to contradict a century of marketing
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form): 26th February‚ 2001 JAMES R. GREGORY is founder and CEO of Corporate Branding‚ a global strategy and communications firm that specialises in helping companies measure‚ understand‚ craft‚ express and leverage their corporate brands. He has authored two books on the subject of corporate branding‚ ‘Marketing Corporate Image’ and ‘Leveraging the Corporate Brand’‚ and is currently working on a third‚ ‘Branding Across Borders’. Abstract Corporations and other organisations have come to
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research interest lies in the area of tourism marketing‚ especially destination branding. FRANK GO is Professor of Tourism at the Erasmus University at Rotterdam (the Netherlands). His research interests include information and communication technology and tourism‚ networks‚ community‚ globalisation and branding. Keywords Abstract brand identity; brand concept; Slovenia; tourism destination branding; perception This paper explores the concept of tourism destination brand identity
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Accesed: 3/5/03 • Fill‚ Chris (2002) Marketing Communications: Contexts‚ Strategies and Applications 3ed. Prentice Hall‚ Harlow • Frozen Food Age (1997) Low-Fat Superpremium Ice Cream From Haagen-Dazs to Go National‚ Vol http://www.landor.com/branding/?action=showArticle&storyid=137 Accessed: 2/5/03 • Impulse Ice Cream (2002) [online] Available from: http:www.reports.mintel.com Accesed: 3/5/03 • Jobber‚ David (2001) Principles & Practice Of Marketing 3ed. Mc Graw Hill‚ London • Kotler‚ Philip
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Evaluate the effectiveness of the use of techniques in marketing by Kellogg’s (D1) Using the data from each of the above sections you must evaluate how effective Kellogg’s marketing is. Evaluation requires more than stating an opinion and should demonstrate higher-level skills such as researching and interpreting data and using logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. You should use sales data and news articles
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acquiring the well-established IBM PCD brands‚ what branding strategy would best g gy enable Lenovo to efficiently maximize its total brand portfolio equity‚ which had been driven p q y mainly by Asia market perceptions of innovation and quality‚ and minimize p q y potential brand dilution from relatively low Lenovo brand understanding throughout the rest of g g the world? Key Brands in the Portfolio Alternative Branding Strategies 1. 2. 3. 4. 4 5. Lenovo as the ‘master
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base‚ Aktel slipped to a third position among other competitors from its second at the end of 2007. Michael Kuehner‚ managing director and chief executive officer of Axiata (Bangladesh) Ltd‚ the owning company of Aktel‚ explains his company’s new branding move. He said Aktel was attractive in a way. "But whenever we talked to people about what was really missing‚ we found that customers in general could not identify what it stands for as a company or an operator." "I think the challenge is to change
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