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... brand loyal if their experience with their current brand has led them to search for alternatives. In previous studies, search activity consistently negatively impacted brand loyalty for expendable as well as capital inputs (Funk and Tarte, 1978; Funk and Vincent, 1978; Foxall, 1979; Kool, et al., 19 ...
... brand loyal if their experience with their current brand has led them to search for alternatives. In previous studies, search activity consistently negatively impacted brand loyalty for expendable as well as capital inputs (Funk and Tarte, 1978; Funk and Vincent, 1978; Foxall, 1979; Kool, et al., 19 ...
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... brand building in The Inside Story featured in this chapter. ...
... brand building in The Inside Story featured in this chapter. ...
What is a brand? A Perspective on Brand Meaning
... Chernatony and Riley (1998). The value of Trade mark depends upon the ability to protect them from infringement (Simonson and Itamar, 1994). This definition also takes manufacturer's perspective hence doesn’t capture the complete essence. If a brand is not relevant to customers, legal protection doe ...
... Chernatony and Riley (1998). The value of Trade mark depends upon the ability to protect them from infringement (Simonson and Itamar, 1994). This definition also takes manufacturer's perspective hence doesn’t capture the complete essence. If a brand is not relevant to customers, legal protection doe ...
The Impact of Distribution Intensity on Brand Preference and Brand
... brand equity model that incorporates brand availability as a key brand performance driver. Finally, Bucklin et al. (2008) introduced a model that relates distribution intensity to buyer choice among competing consumer durables; and further applied it on the automotive industry in the United States. ...
... brand equity model that incorporates brand availability as a key brand performance driver. Finally, Bucklin et al. (2008) introduced a model that relates distribution intensity to buyer choice among competing consumer durables; and further applied it on the automotive industry in the United States. ...
i believe the future of brands must
... Culture presents to people visually, with marketing signals. Editing tools once the sacred possession of the production houses, now come as standard on phones. People now rarely seeing images which haven’t been cut, edited and a treatment applied. Politicians are chief marketers. No one more so than ...
... Culture presents to people visually, with marketing signals. Editing tools once the sacred possession of the production houses, now come as standard on phones. People now rarely seeing images which haven’t been cut, edited and a treatment applied. Politicians are chief marketers. No one more so than ...
Management Perceptions of the Importance of Brand Awareness as
... saying that they “were not looking for short-term results” but that advertising provides them with the opportunity “for corporate branding and image building which is very much oriented to the longer term” (Kelly 1991 p.5.). In other words, these managers claimed the long-term goals of brand-buildin ...
... saying that they “were not looking for short-term results” but that advertising provides them with the opportunity “for corporate branding and image building which is very much oriented to the longer term” (Kelly 1991 p.5.). In other words, these managers claimed the long-term goals of brand-buildin ...
Integrated Marketing Communication in Building
... and increase brand equity for the firm and to its customers, employing the concept of integrated marketing communications became a promising option. Understanding the needs and wants of consumers and organizations and devising products and programs to satisfy them are at the heart of successful mark ...
... and increase brand equity for the firm and to its customers, employing the concept of integrated marketing communications became a promising option. Understanding the needs and wants of consumers and organizations and devising products and programs to satisfy them are at the heart of successful mark ...
Finger lickin` good - The Marketing Society
... eating more meals together they weren’t choosing KFC (an FSA food trends study in 2006 showed 57% of people ate one meal a day with all family members compared to 52% in 2004) and sales among families were suffering accordingly. Families did not feel the brand was for them any more — an image reinfo ...
... eating more meals together they weren’t choosing KFC (an FSA food trends study in 2006 showed 57% of people ate one meal a day with all family members compared to 52% in 2004) and sales among families were suffering accordingly. Families did not feel the brand was for them any more — an image reinfo ...
Chapter 7
... wrapper for a product. The package includes a product’s primary container, and may include a secondary package that is thrown away when the product is about to be used. There can also be a shipping package, and labeling is part of packaging as well. i. Many factors have made packaging an important m ...
... wrapper for a product. The package includes a product’s primary container, and may include a secondary package that is thrown away when the product is about to be used. There can also be a shipping package, and labeling is part of packaging as well. i. Many factors have made packaging an important m ...
Centre for Marketing - London Business School
... in every individual and the individual in every customer. Foreman and Money distil type IV IM into three factors: employee development, rewards and a vision in which employees can believe. They have difficulty, however, in distinguishing IM from good HR practices partly because the extent to which e ...
... in every individual and the individual in every customer. Foreman and Money distil type IV IM into three factors: employee development, rewards and a vision in which employees can believe. They have difficulty, however, in distinguishing IM from good HR practices partly because the extent to which e ...
cosmetics brand equity formation in awareness of latvian consumer
... otherwise often doesn’t stand out from competitors offers. It alone can maintain affection to brand; promote intangible values, even if the loyalty is cankered by many discounted products that are around. (Kapferer, 2008: 244). In order to increase brand awareness, brands have to supply consequent i ...
... otherwise often doesn’t stand out from competitors offers. It alone can maintain affection to brand; promote intangible values, even if the loyalty is cankered by many discounted products that are around. (Kapferer, 2008: 244). In order to increase brand awareness, brands have to supply consequent i ...
Online Branding
... • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm • A branded house treats all products as an integrated brand • A house of brands emphasizes product-specific marketing with few ties to other company brands © Copyright 2006, Thomson South-Western, ...
... • Multi-brand companies must determine whether each brand stands alone or is linked by the common firm • A branded house treats all products as an integrated brand • A house of brands emphasizes product-specific marketing with few ties to other company brands © Copyright 2006, Thomson South-Western, ...
bj`s speaking kit - The Cult Branding Company
... Peter Drucker aptly noted that the “purpose of business is to create a customer.” So true. But not all customers are created equal. If your primary objective is to create another sale from your customer, you’re going to attract a type of customer that only buys from you under certain conditions. Mor ...
... Peter Drucker aptly noted that the “purpose of business is to create a customer.” So true. But not all customers are created equal. If your primary objective is to create another sale from your customer, you’re going to attract a type of customer that only buys from you under certain conditions. Mor ...
Document Version - Kent Academic Repository
... focused on the individual needs of the customer before focusing on competitors (Day, 1994). An analytical and critical view of todayÕs competitive business markets suggests that marketers need to demonstrate some differentiation between their own and competitive brands for the target audience (Roy e ...
... focused on the individual needs of the customer before focusing on competitors (Day, 1994). An analytical and critical view of todayÕs competitive business markets suggests that marketers need to demonstrate some differentiation between their own and competitive brands for the target audience (Roy e ...
Building brand identity in competitive markets: a conceptual model
... product attributes, service, user profile, store ambience and product performance. Extended identity is woven around brand identity elements organized into cohesive and meaningful groups that provide brand texture and completeness, and focuses on brand personality, relationship, and strong symbol as ...
... product attributes, service, user profile, store ambience and product performance. Extended identity is woven around brand identity elements organized into cohesive and meaningful groups that provide brand texture and completeness, and focuses on brand personality, relationship, and strong symbol as ...
Equity in corporate co-branding: the case of Adidas and the all
... what co-branding offers a corporate brand. A case study approach is adopted in order to examine the sponsorship relationship between adidas, a product-related corporate brand, and the All Blacks, the eÂlite team of the New Zealand Rugby Union (NZRU). For the NZRU, as for many sports organizations, t ...
... what co-branding offers a corporate brand. A case study approach is adopted in order to examine the sponsorship relationship between adidas, a product-related corporate brand, and the All Blacks, the eÂlite team of the New Zealand Rugby Union (NZRU). For the NZRU, as for many sports organizations, t ...
Marketing Manager
... international calendar is managed, and that the very values that are at the core of equestrian sport are safeguarded and promoted. ...
... international calendar is managed, and that the very values that are at the core of equestrian sport are safeguarded and promoted. ...
Accepted version
... term thus embraces but is not limited to product or brand placement, sponsorship and celebrity endorsement where these occur in the context of mediated entertainment. ‘Embedded marketing’ is sometimes used as a synonymous term, indicating that promotions are ‘embedded’ within entertainment vehicles ...
... term thus embraces but is not limited to product or brand placement, sponsorship and celebrity endorsement where these occur in the context of mediated entertainment. ‘Embedded marketing’ is sometimes used as a synonymous term, indicating that promotions are ‘embedded’ within entertainment vehicles ...
Brand Loyalty - Index Copernicus Journals Master List
... and a purchasing decision is not made under the influence of the brand image. This happens when a purchase is strongly influenced by price or there is no other alternative on the market. This type of loyalty is a very fragile because the buyer can easily switch to other brands. Covetous loyalty is r ...
... and a purchasing decision is not made under the influence of the brand image. This happens when a purchase is strongly influenced by price or there is no other alternative on the market. This type of loyalty is a very fragile because the buyer can easily switch to other brands. Covetous loyalty is r ...
IOSR Journal of Business and Management (IOSRJBM)
... attributes, products‟ functionality), features (level of secondary attributes, complementary to those related to performance), conformance (specifications meeting and lack of defects), reliability (consistency of performance over time), durability (expected economic life of the product), serviceabil ...
... attributes, products‟ functionality), features (level of secondary attributes, complementary to those related to performance), conformance (specifications meeting and lack of defects), reliability (consistency of performance over time), durability (expected economic life of the product), serviceabil ...
a better advertising planning grid
... choice from brand choices. This poses a problem for the FCB Grid's motivational "think-feel" dimension when it is realized that product-category purchase motives are often different from brand-choice motives. For instance, in the Rossiter-Percy terminology (1987), purchase of an automobile, the prod ...
... choice from brand choices. This poses a problem for the FCB Grid's motivational "think-feel" dimension when it is realized that product-category purchase motives are often different from brand-choice motives. For instance, in the Rossiter-Percy terminology (1987), purchase of an automobile, the prod ...
Effectiveness of Marketing Strategies and Corporate Image
... Corporate image also is an intuitively appealing concept. A favorable image can boost sales through increased customer satisfaction and loyalty. Many firms now realize the importance of actively attracting and retaining highly skilled, quality employees as a necessary component of their competitive ...
... Corporate image also is an intuitively appealing concept. A favorable image can boost sales through increased customer satisfaction and loyalty. Many firms now realize the importance of actively attracting and retaining highly skilled, quality employees as a necessary component of their competitive ...
- Digital Commons @ Kennesaw State
... The research design involves an aggregation of four years of brand evaluations to attempt to create an adequate sample base for analysis by age cohort and diversity group. Even with samples of almost 10,000 and 8,500 respectively there were still major limitations in cell analysis. Age distribution ...
... The research design involves an aggregation of four years of brand evaluations to attempt to create an adequate sample base for analysis by age cohort and diversity group. Even with samples of almost 10,000 and 8,500 respectively there were still major limitations in cell analysis. Age distribution ...
Brand
A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron.In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.The word ""brand"" is often used as a metonym referring to the company that is strongly identified with a brand.Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity.A logo often represents a specific brand, as do many trade names.