2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender‚ age‚ and socioeconomic class‚ as well as such classic personality traits as warmth‚ concern and sentimentality. Brand Personality like human personality‚ is both distinctive and enduring. For example‚ one analysis found Coke to be considered real and authentic whereas Pepsi was
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ABSTRACT Organizations endeavour to prepare themselves to manage any twist that would unexpectedly crop up in their daily routines. However‚ organizations can never truly predict the magnitude of something unexpected or the impact such an event will have on them and the various stakeholders in the organizations. This paper examines the applicability of an organization ’s foundation (routines‚ culture‚ values and decisions) to act as a shield against unexpected events and/ or how an organization
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Findings of Fact for Case 13: Reorganizing Yahoo! 1.) Yahoo!’s home page was highly cluttered with a variety of links pointing internet users in a number of different directions giving them access to so many things like email‚ music‚ movies‚ heath‚ finance and more. This made Yahoo!’s original purpose of being a search engine moot as the search bar seemed more hidden than the rest of the many different things. The employees of Yahoo! felt the page was suffering “from too many cooks in the kithchen
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University of Wollongong Research Online Faculty of Commerce - Papers (Archive) Faculty of Business 2004 An example of the use of financial ratio analysis: the case of Motorola H. W. Collier University of Wollongong‚ collier@uow.edu.au T. Grai Oakland University‚ USA S. Haslitt Oakland University‚ USA C. B. McGowan Universiti Kebangsaan Malaysia‚ cbmcgowan@nsu.edu Publication Details This article was originally published as Collier‚ H‚ Grai‚ T‚ Haslitt‚ S and McGowan
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Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
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Physique according to him is the basis of the brand. –E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust” •Personality is same as Aaker‚ it answers the question “what happens to this brand when it becomes a person?” •Culture symbolizes the organization‚ its country-of-origin and the values it stands for. –E.G. traditional brands like balsara‚ dabur and zandu. Relationship is the handshake between consumer and the organisation. –E.G. the
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Age‚ social class and print media readership among adolescents were related to . ‚ Awareness of Brands and Slogans Stephen K. Keiser Marketers have focused the thrust of many promotional efforts on adolescents. Frequently‚ the objective of these promotional efforts is increased awareness of the brands otTered tor sale by the sponsor oithe promotional etTort. In order to assure maximum return for the marketers ’efforts‚ it seems necessary to assess the degree to which the awareness objective
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self-confidence. People also purchase the Nike brand because they relate it with so many of the athletes who Nike endorses. People like LeBron James‚ Tiger Woods‚ Maria Sharapova‚ and Michael Jordan. These athletes wearing the Nike sign‚ was what really got the consumers to buy brand name items. But‚ most people don’t know where the brand Nike originated from. You might be surprised to know that one of the world’s dominant shoe‚ sports equipment and clothing brands was named after the Greek goddess of
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love does your brand enjoy? Some research based thinking for Valentine’s Day from The Buzzz In 2008 a client once said to us that they wanted their brand to become ‘the most loved brand’. It seemed initially like a quaint mistranslation from someone for whom English was not a first language‚ but on reflection it led the team at The Buzzz to think more about the nature of brand relationships and whether in fact there was a way to compare the emotional context of a customer brand relationship with
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QRT2 Task 2 Now that we have determined that moving into the online community is viable for us as a company‚ it is now time to continue the planning. We have discussed previously the strategic marketing tactics we will use and the way that we will use social media to ensure that we are ready to move forward. We will continue our planning and focus on the way that we will provide payment options for our customers. This will include what tools they will use and how
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