• Brand Nokia
    What is Brand? American Marketing Association defines Brand as "Name, term, symbol, sign, or design or a combination of them, intended to identify a seller or a group of sellers and to differentiate them from those of competitors". Thus a brand identifies the seller or maker. A brand is a comp
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  • Reaching Out to the Bottom of Pyramid
    Reaching Out to the Bottom of the Pyramid The concept of ‘Bottom of the Pyramid' (BOP) was proposed by C.K Prahalad and Hammod in 2002. It refers to the approximate 4 billion people across the globe with a purchasing power of EUR 1000 per year or less. The article attempts to provide insights in
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  • Brand India
    Brand India: History Repeats, India Rising!! By: Amisha K. Shah – PGP 1 Rishabh Maheshwari – PGP 1 IIM Indore Indore Table of Contents 1. ABSTRACT .............................................................................................................. 3 2. INTRODUCTION – POSITION O
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  • Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon
    Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be u
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  • Brand Strategy and Imc
    Brand strategy and integrated marketing communication (IMC): a case study of player's cigarette... Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlli
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  • Brand Valuation
    Brand Valuation: Measuring and Leveraging your Brand by David Haigh Chief Executive Brand Finance plc ® Brand Valuation: Measuring and Leveraging your Brand A report prepared for the Institute of Canadian Advertising Prepared by David Haigh Chief Executive Brand Finance plc © B r
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  • Strategies to Overcome Challenges in Marketing to the Bottom of the Pyramid
    STRATEGIES TO OVERCOME CHALLENGES IN MARKETING TO THE BOTTOM OF THE PYRAMID - Digging diamond is not easy, but it is worth digging. [pic] Submitted for paper presentation at the 6th MMA All India Management Students Convention ______________________________ Introduction: GDP growth of
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  • Brand
    1 BrandZ Top 100 Most Valuable Global Brands 2009 2 Welcome to the fourth annual BrandZ Top 100 Most Valuable Global Brands ranking Let me begin with a brief explanation of what the ranking is about, why it’s important, and how it can help you and your business. The BrandZ top 100 ran
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  • Brand Management
    Contemporary brand management report for EasyJet. Background Overall, the travel market has performed well since 2001, with revenue growth accelerating from 3% in 2002 to 11% in 2004, with total sales for that year being estimated at US$ 549.4 billion. However, some sectors performed better than o
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  • Brand Positioning
    OVERVIEW Innovations, trends and fads all create, shape, and add value to a brand. Building a strong brand takes time commitment and hard work. The identity of the brand, from the perspective of the consumers, is the foundation of a good brand-building program. Effective brand management th
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  • Fortune at the Bottom of Pyramid
    Praise for The Fortune at the Bottom of the Pyramid “C. K. Prahalad argues that companies must revolutionize how they do business in developing countries if both sides of that economic equation are to prosper. Drawing on a wealth of case studies, his compelling new book offers an intriguing b
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  • The Importance of the Brand Name on Consumer Purchase Decision
    “THE IMPORTANCE OF THE BRAND NAME ON CONSUMER PURCHASE DECISION” Dissertation Submitted in partial fulfillment of the requirement for Post Graduate Program in Business Management. ISB&M Logo 2006-2008 Guide
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  • Study Consumer Behaviour of Low Cluster Pyramid
    “To Study the Consumption Pattern of Bottom of Pyramid Group in Noida and Recommend a Product based on the Analysis” (A Consumer Behavior Assignment) Submitted to: Submitted by: Ms. Mamta Mohan E – 38 to E - 55 C
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  • Brand Equity
    Chapter 1 Introduction 1.1 Introduction Brand equity has become a very strong part for every product. Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same produc
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  • Brand Management
    Product & Brand Management Session 21: Managing brands over markets Course Instructor - Anurag Hans anuraghans.ibs@gmail.com Regional Market Segments   Regionalization is an important recent trend that, perhaps on the surface, seems to run counter to globalization. Reasons for re
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  • Brand Managment
    Brand management Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the
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  • A Proposal on Bottom of the Pyramid: an Insight for the Multinational Companies Operating in Bangladesh
    Fortune at the bottom of the Pyramid: An insight FOR THE MNCs in Bangladesh OBJECTIVE Multinational corporations or MNCs are a major player in the market of Business world. Most of these set their target market from the elite people holding 20 of world’s population grasping 80 percent of its p
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  • Brand Comparison X-Box vs Play Station
    SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES ASSIGNMENT No. 4 [pic] Under the guidance of Dr. V. V. Ramasastry Class 1-C Presented By:- Tarun Shakya (55) Udit Sethi (56) Vikram S
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  • Brand Audit Examples
    A framework for brand revitalization through an upscale line extension Shantini Munthree and Geoff Bick University of the Witwatersrand, Wits, South Africa, and Russell Abratt Nova Southeastern University, Fort Lauderdale, Florida, USA and University of the Witwatersrand, Johannesburg, South Af
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  • The Fortune at the Bottom of Pyramid
    Lessons from the Field: Sales at the Bottom of the Pyramid By Heidi Krauel and Joel Montgomery, 2009 Acumen Fund Fellows April 2010 Summary Enterprises serving bottom of the pyramid (BoP) markets have tremendous opportunity to create commercial and social impact, but are often illequipped to
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