© 2006 CORNELL UNIVERSITY DOI: 10.1177/0010880406289070 Volume 47‚ Issue 3 1-14 The Role of Brand Affiliation in Hotel Market Value by JOHN W. O’NEILL and QU XIAO The notion that a hotel’s brand contributes significantly to the property’s market value is supported by an analysis of nearly eleven hundred hotel transactions over the past fifteen years. The analysis found that brands added value beyond the usual contributors to a property’s value‚ such as net operating income and revenue per available
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Monitoring the effectiveness of positive reciprocal effects on vertical brand extension of parent brand SAVLON. 1 1.0 Introduction As the final requirement of the BBA program in Independent University‚ Bangladesh‚ it is a must for every student to undergo a three months internship program in an organization. The interns are required to carry an extensive analysis of real world business problem in this program. Therefore‚ I had been placed at Advanced Chemical Industries (ACI) Limited and get
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Brand and Marketing Communication Management Submitted by: Yan Zhang Tutor : Temi Abimbola Four Wristwatch Brands The four wristwatch brands I have chosen to critically examine are: Rolex Gucci Seiko Swatch Introduction In 1905‚ Hans Wilsdorf established a London firm specialising in the distribution of watches. In 1908‚ Wilsdorf coined a brand name with which to
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luxury brands travel? Avoiding the pitfalls of luxury brand extension Mergen Reddy a‚ Nic Terblanche b‚ Leyland Pitt c‚*‚ Michael Parent c a Capgemini Consulting‚ P.O. Box 785827‚ Sandton‚ 2146‚ South Africa Stellenbosch University‚ Private Bag X1‚ Matieland‚ 7602‚ South Africa c Segal Graduate School of Business‚ Simon Fraser University‚ 500 Granville Street‚ Vancouver‚ BC V6C 1W6‚ Canada b KEYWORDS Luxury brands; Brand extensions; Degree of adjacency; Premium adjacency matrix Abstract Brand extensions
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Title Brand Image Attitude and Perceptions towards a Brand during the Course of an Acquisition in the clothing industry in the UK Brand is a powerful tool to attract more consumers to buy particular products. In a developed country like UK‚ clothing industry is one of the major industries that substantially contribute to the economy. As consumer’s decision making plays a big role in any market‚ it is vital to study how consumers make their choices when purchasing clothes to evaluate the impact
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True to Brand? Questions: Relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993. Porsche had to diversify product lines‚ and examines the branding implications of the internationalization of production. 1. The company CEO wants to integrate a new member into the Porsche product line-a sport utility vehicle (SUV)‚ a model segment the company has never focused on. The brand extension will hinder the Porsche brand imagery as a result of brand dilution
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Dove: The Evolution of A Brand Case Study Before Unilever transformed Dove into an iconic Masterbrand‚ it was a functional‚ recognizable brand. In order to market a new product to consumers‚ Dove had a competitive advantage. Introduced as a revolutionary form of soap‚ Dove swept the market in 1957 when it launched its beauty bar‚ a new formula. The beauty bar removed Dove from the cognition given to a regular bar of soap. It was not ordinary soap‚ which was now “old-fashioned”; it was a
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Case Study 5: Analyzing brand performance A chips brand has recently been launched‚ but its performance has not been too good. The large promotional investments put in have not yielded lasting returns. You are told to investigate what’s wrong with the brand. 1. What data would you request to complete your investigation in this case? 2. Can you talk about your analysis roadmap in this scenario? What possible corrective actions would you suggest (you are free to make relevant assumptions on the
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advertising. The brand extension of Red Bull is an interesting point because it developed some products under its parent drink. Low sugar drink for example. The last point was about the advertising. Three different ways of advertising have been explored. Students brand managers‚ consumer educators and sponsoring extreme sport events. These techniques were very effective to generate the word of mouth; hence‚ build a strong image. {text:bookmark-start} Red Bull’s brand equity: {text:bookmark-end}
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process‚ beginning with building a strong brand. This information explains clearly the important steps to build solid‚ strong‚ long term brand name‚ character and symbol. Next is the Brand Positioning stage‚ it gives instructions on how to position the brand in various situations. In looking at CBBE model‚ which is the most important part of strategic brand management‚ detailed direction is given to build brand equity where the emphasis on choosing brand elements‚ design marketing‚ customer relations
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