that comes to mind in a certain product category eg. Noodle-maggi, jeans-Levi’s, walkman - SONY • Brand Association - the link to favourable images, celebrities, geographic regions
Brand Elements illustrations
• We try harder • I’m lovin’ it • Always low prices
• • • •
Just do it We also...
commitment to quality cannot be sacrificed as Starbucks locations will likely double in the next five years. If Starbucks can keep a consistent atmosphere that combined with consistent, excellent quality coffee products, they can ensure their brandimage and reputation.
How does Starbucks...
in between low brandimage and inexpensive coordinate. But these two gaps are not attractive because if a company wants to build a high brandimage and inexpensive product, in that case, the company has to spend large amount of money to do so. These segments are not always attractive to the...
6. How muchdo you like doing business with GE?
A number of firms track corporate image. When a brand is identified with multiple products, as with a corporate or family branding strategy, one important issue is which particular products the brand...
communication tool like advertising and Promotion to blending several tools to deliver a consistentbrandimage to customers at every brand contact
Channels as Partners: From thinking of intermediaries as Customers to treating them as Partners in delivering value
Every Employee as a Marketer
require less continuous interaction. Reference groups expose people to new behaviors and lifestyles, inﬂuence attitudes and self-concept, and create pressures for conformity that may affectproduct and brand choices. People are also inﬂuenced by groups to which they do not belong. Aspirational groups are...
with prior brand and product beliefs and expecta expectations. 3. Selective retention- most of us don’t remember much of the information to which were exposed, but we do retain information that supports our attitudes and beliefs. Because of selective retention were likely to remember good points...
may affectproduct and
People are also influenced by groups to which they do not belong. Aspirational groups are those the person hopes to join; dissociative groups are those whose values or behavior an individual rejects.
Although marketers try to...
one in the US. Apple and Google do a substitute for the international market with Starbucks, IKEA and Skype rounding out the top five. Tiger as well as did the iMac made Apple top on the radar catalog for individual. Apple’s brand name recognition is overturn on the high. Breadth of Product Line...
the brand | Lack of testing labs | Better product service and technical assistance possible | Compromise on brandimage and value at times |
Physical distribution (or place) is one of the four elements of the marketing mix. It is the process...
▪ The range of goods and services offered to customers.
▪ The reputation, brand name and image.
▪ The perceived benefits provided, warranties, after-sales service.
▪ Cost – base price, discounts, credit terms and conditions, and other price tactics.
• Encompasses a much wider range of associations than a productbrand
Corporate Image Dimensions
• Corporate product attributes, benefits or attitudes
• People and relationships
– Customer orientation
• Values and programs
– Concern with the environment
brand quickly or encouraging consumers to try a new product. Sales promotions can also target channel partners or the selling firm’s own employees.
Sales promotions must be coordinated with other promotion activities. Sales promotion rarely, if ever, is used by itself as the sole form of marketing...
brand awareness. Moreover, brand name is the most important element in brand awareness. As a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brandimage, it will help in marketing activities. A brand name offers a symbol that...
Branding, Pricing, and Distribution
In today's marketplace you need a strategy that insures a consistent approach to offering your product or service in a way that stands out from the competition. Branding, pricing, and distribution are all important parts of a strategic marketing plan.
, use of new technology
Encourage present customers to buy more, persuade new customers to try the product
Change old products, develop new products, exporting
Marketing mix tactics
The range of goods and services offered to customers.
The reputation, brand name and image...
information in sensory form
1. Imagery processing can affectproduct liking and choice
2. Imagery can stimulate memories of past experiences
3. Imagery can affect how much information we can process
4. Imagery may affect how satisfied we are with a product or...
: buyers image of the product performance, the channels deliverables, warranty quality, customer support, reputation, trustworthiness, esteem
Selecting the final price
* Firm must consider additional factors: psychological pricing: price-indicator of quality, ego-sensitive product(perfume...
variables that affect the consumer’s perception,
such as the nature of the product, its physical attributes, the package design, the brand name, the
advertisements and commercials and so on.
In general, contrast is one of the most attention-compelling attributes of a stimulus (Dramatic image,
* How you transport product home
Consuming: USE ACTIVITIES
* How do you use the product
* Where do you use-On premise v off premise
* How do you store the product in your home
* Who uses the product
* When is it used? Immediate v delayed consumption
* How muchdo...