pg. 56 1111 MANAGING THE MoST IMPORTANT AssET: BRAND EQUITY by David A. Aaker hat is going on in branding? • Gatorade‚ like many strong brands throughout the world‚ is facing the specter of major competitors entering their market and price erosion. They wonder how to respond without damaging their equity. • 3M decided that their branding was getting out of control‚ so they developed a committee of the top executive vice presidents in the company to approve all new brand names
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SUNYANI CAMPUS [pic] TOPIC: THE EFFECT OF BRANDING ON CUSTOMER GROWTH IN THE TELECOMMUNICATIONS INDUSTRY (A CASE STUDY OF VODAFONE GHANA) BY PINAMANG FRANCIS WILLIAMS A RESEARCH PROPOSAL SUBMITTED TO THE SCHOOL OF BUSINESS STUDIES IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF COMMONWEALTH MASTERS OF BUSINESS ADMINISTRATION JUNE 2013 CHAPTER ONE 1. INTRODUCTION Branding has emerged as a top management priority in the last
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of Business Administration Project Assignment‚ Semester 2‚ 2012/2013 Module Title: Branding-Ocean Park Module Code: BAM 3504 Date of submission: 14 May 2013 The Contents 1. Background of the brand 2. Strengths and weaknesses of the brand 3. How to make the brand strong 4. Brand elements 5. Brand positing 6. Marketing programs 7. Brand extension 8. Future branding strategy 9. Bibliography 10. List of references Background of the brand Ocean
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Individual Live Case: Branding - Nespresso The Nespresso story began with a simple but revolutionary idea: ‘The perfect cup of coffee‚ time after time and cup after cup’. To do so Nespresso pioneered the concept of premium portioned coffee‚ designed for maximum convenience. The process redefined the way coffee lovers around the world could enjoy their coffee. Key to the vision was a determination for quality‚ innovation and perfection. Nespresso uses many different brand elements to enhance brand
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entertainment rather than just motorcycles alone. One key to branding is to maintain customer retention. As mentioned in the case‚ since 55 percent of Ducati’s customers tend to purchase more than one motorcycles‚ it is essential for Minoli to establish a high customer loyalty in order to have repurchase intentions. With that aim in mind‚ Minoli launched levels of investments in customer retention activities to accompany his branding strategy. Implementations include things such as advertising to
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• Assignment 1: Case Study – Rosewood Hotels Due Week 2 and worth 90 points Preparation: o Review the Rosewood Hotels & Resorts case study. o Visit the online Customer Lifetime Value Calculator and go through each tab in the tool and spend time studying how some of the variables and assumptions affect the results in the Sample Problem. Write a 2-3 page paper in which you: o Discuss the pros and cons of the Rosewood Hotels moving from individual brands
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success story from inside your company about turning‚ building‚ re-launching a brand what are the steps that were used towards this brand‚ or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market‚ and what was the problem‚ and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully
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Product Differentiation Definition: Development or incorporation of attributes (such as benefits‚ price‚ quality‚ styling‚ service‚ etc.) that a product’s intended customers perceive to be different and desirable. Advertising and promotion of a product is based on its differentiating characteristics. Source: http://www.businessdictionary.com/definition/product-differentiation.html Today‚ the market is crowded with similar brands‚ clamoring for the attention of customers. In order for their
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identity” (“What is Corporate”). In order to establish these two elements‚ corporations have to develop a branding strategy. “A company’s value can be significantly influenced by the success of its corporate branding strategy” (Argenti P. 2013). An organization’s branding strategy works together with its image to help create a stronger identity. According to General Electric Company‚ there are 5 key branding strategy tips. To ensure that information is relative to the topic‚ only 4 will be discussed. The
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Why do organisations like UNICEF need branding? i. UNICEF and its national committees were facing increased competition‚ particularly from child sponsor organizations such as Save the Children and World Vision. These organizations raised more money than UNICEF and UNICEF also failed in forging corporate ties. This may be also because since it was thought to be related UN people considered it to be rich. ii. UNICEF got the major chunk of its income from voluntary contribution; however the
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