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 Business Administration‚ Information Technology Centre‚ North Bengal University. The project report is exclusively prepared by me and has not been submitted to any other Institution or published anywhere before. DATE:- SIGNATURE:- I.T. CENTRE‚ N.B.U ACKNOWLEDGEMENT At
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Brand Antecedents of true BrAnd LoyALty Jooyoung Kim‚ Jon d. Morris‚ and Joffre swait ABSTRACT: We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility‚ affective brand conviction‚ cognitive brand conviction‚ attitude strength‚ and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model‚ demonstrating
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economists said that jute industry is experiencing a decline. In this project the selected products are Jute made Fashion Accessories like Jute bags‚ shoes‚ dresses and ornaments. Jute Accessories are now popular throughout the world. Jute & jute-based products are put to a wide range of uses. Bangladesh export jute products in many foreign countries. Uses of jute products are spacious & eco-friendly. Jute is very important to the economy of Bangladesh. It is a leading cash crop and still a major
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services brand: Lessons from Mayo Clinic Leonard L. Berry a‚⁎‚ Kent D. Seltman b a b Mays Business School‚ Texas A & M University‚ 4112 TAMU‚ College Station‚ TX 77843–4112‚ USA Mayo Clinic‚ 200 First Street SW‚ Rochester‚ MN 55905‚ USA KEYWORDS Services branding; Services marketing; Word-of-mouth marketing; Brand protection; Mayo Clinic Abstract A strong services brand is built and sustained primarily by customers’ interactions with the provider. A services branding model depicts
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Brand extension & brand stretching The two options for doing this are usually called “brand extension” and “brand stretching”. Brand extension Brand extension is a strategy in which a firm launches a new or modified product with a well-developed image by using the established brand name in a same broad market. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin
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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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Methods of Brand Valuation The various methods of brand valuation can be placed into four categories: (1) cost-based approaches; (2) market-based approaches; (3) income-based approaches; and (4) formulary approaches incorporating future benefits or comparative advantages. Cost-based Approaches This method considers the costs involved in creating the brand through the stages of research and development of the product concept‚ market testing‚ continued promotion during commercialization
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Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism‚ Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique‚ (2) personality‚ (3) culture‚ (4) relationship‚ (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented
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IBM’s Think strategy is a successful example in the innovation of the brands in the twenty-first century. As a result‚ the new consolidate organization can go to the market with one identity. There are three main reasons for IBM to come up with “Think”: the first one is that the ThinkPad’s success has created high awareness in the customers’ mind‚ and then without absolutely giving up the old popular brand‚ IBM’s managers abstract a similar but new brand—“Think”‚ which contains the managers’ expectation
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What is a Brand ? Brands were originally developed as labels of ownership: name‚ term‚ design‚ and symbol. However‚ today it is what they do for people that matters much more‚ how they reflect and engage them‚ how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets‚ and indeed become the organization’s most valuable assets. A brand is name‚ term‚ sign‚ symbol‚ design‚ or a combination of the above to identify the goods
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