Back to top Chapter A. Brands and brand management In our increasingly complex world everyone faces more choices to make but has less time to make them. What is a brand? Whenever a marketer creates a new name, logo, or symbol for a new product, a new brand has been created.
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May all your brands be winners. See also Packaging Brand dynamics, — Brand Dynamics model, — Brand elements adaptability, brand audit, brand extension, — brand names, — changing of, characters, — choice of, 59 combining of, — criteria for choosing of, — defining, 30—31, future priorities, global brand equity, jingles, legal considerations, — likeability, linking to multiple products, Marlboro cbbe model logos and symbols, — meaningfulness, memorability, options and tactics for, packaging, — protectability, slogans, — transferability, URLs, Brand endorsement strategy, Brand engagement, Brand engagement scale,Brand equity.
See also Marketing in African Americans, benefits of, brand awareness and, 73—76 brand extensions and, — brand image and, 76—79 brand vision, as bridge, 70—71 building of, concept of, 57—58 coordinating media for, corporate brand equity, customer diversity, — customer empowerment, customer equity vs.
See also Brand elements Brand image, 72, 76—79,brand extensions and,brand tracking survey, consistency in, corporate societal marketing, favorability of, 78 global brand, improving of, — strength of, 76—79 uniqueness of, 78—79 Brand imagery, — Brand inventory, —, rationale for, Brand investments, Brand journalism, Brand judgments, —, brand considerations, brand credibility, brand quality, brand superiority, Brand knowledge, — See also Secondary brand associations cause marketing program and, guidelines for, strong brand and, 71—73 summary of, transfer of, Brand knowledge structure BKSBrand leadership, 51—52 Brand licensing, Brand line, Brand line campaigns, Brand loyalty, 35, 80,Brand management.
See also Strategic brand management brand priorities, — changing brand elements, — consistency and change, customer-centered, establishment of standards, 63 expanding brand awareness, — fortifying vs. See also Valuation approaches Brand value chain, — customer mind-set, — implications of, — investor sentiment multiplier, market performance, — marketing program investment, marketplace conditions multiplier, program quality multiplier, shareholder value, value strategies, — Brand value chain model, 58, 68,Brand-aschematic consumers, BrandAsset Valuator BAV.
See also Global marketing advantages of strong brands, 69 brand equity and, buzz marketing, cause marketing for brand equity, — consumer response to, — creating ROI from, crisis marketing, — dashboards, — experiential marketing, — future priorities, — green marketing, — integrating programs and activities, — managing marketing partners, — marketing assessment system, one-to-one marketing, — organizational design for, — permission marketing, — personalizing of, — perspectives on, — relationship marketing, — social media.
See Social media word-of-mouth, — Marketing audit, Marketing channels, Marketing communications. See also Brand extensions acceptance of, — brand extension and, —, — New Zealand Way NZW brand, News Corporation, — Newspapers, — Nike, 94, 95, —, Nivea,No Logo Klein72 Nonattribute preference component, Non-product-related imagery associations, — Nonprofit organizations, 45 Nontraditional advertising, — Nonverbal elements, — Nordstrom, Nunes, Joseph C.
Whan,Park, Chan Su, Park, Jongwon,Part worth, Participating marketing, — Partner quality, Patek Philippe, Patents, 35 Patriotic appeals, People branding of, 45—46 celebrity endorsement, — corporate image associations, — Peppers, Don, — Pepsi-Cola, 32, Perceived quality, Perceptual maps, 70 Performance,Permission marketing, — Perry, Michael, Person brand, Personal digital assistants PDAs91 Personality ratings, Personalizing marketing, — experiential marketing, — one-to-one marketing, — permission marketing, — Personas, Pessemier, Edgar, Pharmaceuticals, 63 Pharmacia, 63 Philip Morris, Philips Consumer Electrics, Physical goods, 37—41 Physical risk, 35 Physiological needs, 92 Pine, B.
See Qualitative research techniques; Quantitative research techniques Residual approaches, — Resonance, Responsiveness, Retail stores, Retailers, — access, brand image dimensions, cross-category assortment, image of, as middleman, price and promotion, resistance to brand extensions, store atmosphere, within-category assortment, Retiring brands, — Retro-advertising, Retro-branding, Return of marketing investment ROMIReturn on investment ROI, Revenue premium, — Revitalization strategies, — Risk profile, Risks in product decisions, 35 Roberts, John, Robertson, Thomas S.
See Event marketing and sponsorships Sporting events, — Sports, arts, and entertainment, 46—47 Srinivasan, V. Building Brand Communities Brand- Building Capitalizing on Brand Potential Step 2: Identifying Brand Extension Opportunities Step 3: How Good Is Your Marketing?Marlboro Mitch the Hero daabebd-2e25bcf24 Hero Music Bos Angeles (feat.
Naïka) Zaid Tabani ea8e4-fbbee-bee6-faefb20b8 Big Bad Noise Gough,Lyon,Salter Ten Bob Millionaires d69bce-bdabb Western Star . The CBBE model maps out what brand equity is and how it should best be built measured and managed.
The premise of this model is that the power of a brand lies in what customers have learned, seen, and heard about the brand of time. Brand Equity model (Brandt and Johnson, "Brand equity is the unique set of real and/or perceived distinctions attached to a brand by customers.
Brand equity lives only in the hearts and minds of customers. Bu Pin'i ve daha fazlasını Duygu Korhan Ulkumen tarafından oluşturulan Brand Equity panosunda bulabilirsiniz.
BRANDING MANAGEMENT CUSTOMER BASED BRAND EQUITY FOR PRODUCT: PRACHUTE COCONUT OIL CUSTOMER BASED BRAND EQUITY MODEL Customer-based brand equity (CBBE) is a way of assessing the value of a brand in customers' kaja-net.comng can increase profitability in large and small-scale businesses by filling in gaps in customers' knowledge and by offering assurances.
The importance of the Customer-Based Brand Equity Model (CBBE) model is in the road map and guidance it provides for brand building. It provides a yardstick by which brands can assess their progress in their brand-building efforts as well as a guide for marketing research initiatives.
The Concept of CBBE and Marketing • Customer-based brand equity - creates • Differential effect of brand because of • Customer brand knowledge which generates • Customer response to brand marketing Collected by: Ileush Cornell, Brand Strategist, Bangladesh, Blog: kaja-net.com 14 .