Assignment 1 Brand Management 08/03/13 Submitted by Mehvash Zameer Brand Association Questions: The answer to brand association questions were taken from 5 very loyal customers of coke. Following is a cumulative response to the questions: 1. First thing that comes to mind with Coke: * Energy * Awake * The color Red * The bottle * Drink 2. Strengths and weaknesses of the brand: Strengths | Weaknesses | Taste | Not easily available everywhere | Strength | Brand extensions have
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Original Article The anatomy of the luxury fashion brand Received (in revised form): 9th September 2008 Antoinette M. Fionda is a PhD student specialising in Luxury Fashion Marketing at Heriot-Watt University. Previously‚ Antoinette worked in both the Fashion and the Luxury Fashion sectors in a variety of areas from design to management and consultancy. Christopher M. Moore is Chair in Marketing and Head of Fashion‚ Marketing and Retailing at Glasgow Caledonian University. Prior to his
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are convinced that Nivea is a local brand‚ a mistake which Beiersdoft‚ the German makers‚ take as a compliment.’ (Quoted on leading brand consultancy Wolff-Olins’ website‚ www.wolff-olins.com) An ode to Nivea’s success In May 2003‚ a survey of ‘Global Mega Brand Franchises’ revealed that the Nivea Cosmetics brand had presence in the maximum number of product categories and countries. The survey‚ conducted by US-based ACNielsen‚ aimed at identifying those brands that had ‘successfully evolved beyond
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Lacoste: History and Brand Identity Created in 1930 by Rene Lacoste‚ a tennis player‚ the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence‚ the brand won’t extend his product line so much. For instance‚ the polo shirt will be distributed in a unique colour‚ the white. In 1951‚ Lacoste decided to launch three new colours: sky-blue‚ navy and red. This revolution underlines the first steps of the brand out of tennis courts‚ and premises of its diversification’s
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been decided as 200 people covering different sections of the society. No particular type of sample selection is followed considering time and cost constraints. Project title is “Categorical Brand Association of Kurlon in Pune”. The ultimate objective of this Project is to find out awareness of brands in
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the Committee on Brand Valuation The Ministry of Economy‚ Trade and Industry The Government of Japan June 24‚ 2002 Contents of the Report Members of the Committee on Brand Valuation Summary The Report of the Committee on Brand Valuation I II Publication of the Report Definition of Brand II-1 II-2 II-3 III Concept of Brand Concept of Brand Value Corporate Brand and Product Brand 5 7 21 22 25 25 25 26 29 29 29 29 31 33 34 34 35 36 36 38 39 40 41 41 43 43 49 58 58 Brand Royalty Fee: Current
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Article Evaluation on Managing Brand Evaluation of Arguments In the article‚ authors argue that in recent era‚ most of the company made some costly mistake in managing their brand value. This argument is based on the concepts of brand like brand management tactics (Berthon‚ Holbrook & Hulbert‚ 2003). Authors state that organizations divided their brands in different products categories that damaged the parent brands. It is also discussed that today‚ most of the companies adopt the concept of globalization
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Qn 1) Explain what is Levi’s brand image and what makes up its brand equity. In this regard‚ assess the role of its flagship 501 jeans product. (40 marks) Brand image can be defined as perceptions about a brand as reflected by the brand associations held in consumer memory. It is basically what exists in the mind of consumers‚ total of all the information they have received about the brand from experience‚ word of mouth‚ advertising‚ packaging‚ services etc. And the information is modified by selective
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Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands‚ brand equity‚ and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build‚ measure‚ and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from
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PART B: BRAND ATTITUDE The statements in this section refer to brand attitude is defined as the general appreciation of a brand by a consumer. Please indicate your level of agreement or disagreement with the following statements as a result of the hypothetical scenario involving your national carrier as discussed earlier. Brand attitude 1. Overall‚ I still think this airline is good. 1 2 3 4 5 6 2. Overall‚ I still think this is a nice airline. 1 2 3 4 5 6 3. Overall‚ I still think this airline
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