UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 ’s was the concept of brand equity. The emergence of brand equity‚ however‚ has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy --
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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Is Walmart good for America? As the largest retailer in history‚ it’s no surprise that Walmart is the target of both vicious attacks and effusive praise. According to its own website‚ Wal-Mart Stores‚ Inc. operates more than 8‚000 stores‚ employs more than 2.1 million people‚ and sells more than $400 billion worth of goods in every year. Though this bulk intimidates those who fear for the viability of “mom and pop” retailers‚ Walmart’s great strength is that it devotes its considerable power to
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Page Introduction 3 What is Brand Equity? Role of Brands The Scope of Branding Theoretical Perspectives 4 Brand Equity Models Brand Asset Valuator Brand Resonance Pyramid Building Brand Equity Measuring Brand Equity Managing Brand Equity Conclusion
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place their brands and products in movies or in TV series to subtly get consumers to notice their brands‚ this is called brand placement. Two products which I have noticed in movies are Apple iMacs in the Twilight movie Breaking Dawn Part 1 (2011) and Manolo Blahnik shoes in the Sex and the City Movie (2008). These were both big blockbuster hits which many people viewed and obsessed over. They both star very famous celebrities who play desirable characters. In the movies both the brands are clearly
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cash-n-carry stores‚ department stores‚ and general merchandise stores. The company’s Sam’s Club segment offers merchandise‚ including hard-goods‚ soft-goods‚ and selected private-label items under the MEMBER’S MARK‚ BAKERS & CHEFS‚ and SAM’S CLUB brands through warehouse membership clubs in the
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Do you think Walmart is doing enough to become sustainable? Yes‚ I think Walmart is doing what’s necessary to wind up more reasonable. Wal-Mart is a standout amongst the most compelling organizations globally. In addition‚ with all things that accompany power‚ Walmart’s business practices are inspected completely. This incorporates their associations with suppliers‚ workers‚ buyers‚ and the earth. Walmart has connected numerous better approaches for getting vitality to their different stores. They
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headquarters • In 1983 POS(point of sale)- Facts: • Walmart has more employees- 2.1 million than 7 times the population of Iceland. • If Walmart’s more than 900 million square feet of retail space were spread out over one place it would take up roughly 34 miles — about 1.5 times the size of Manhattan. • Walmart parking lots alone take up roughly the size of Tampa‚ Florida. • In 2009‚ Walmart sold more bananas than any other item. • Each week‚ Walmart serves more than 200 million customers at more
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Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________‚ backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 273 Level of difficulty: Easy 2. The strategic branch management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge
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Walmart Part Two: The Environment of Management Summary: Walmart went global and it’s the fastest growing business. Walmart’s retail hit with the Chinese consumers‚ so in 2004 Walmart operated 39 stores in China. Walmart’s in foreign countries have different food in their super Walmart because of culture differences. Walmart meets the demands of their consumers by adding local flavors. Walmart has developed an ethical standard program to create a higher product quality and lower product coast
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