BRAND PORTFOLIO METAPHORS BASED ON AAKER’S BRAND PORTFOLIO STRATEGY Kent Dahl kentd@kth.se Different Relevancein Different Contexts Proffesional World Indek/IPD‚ Guest Lecturer Master Thesis‚ Endorsed by Uggla Educational World Educational Music World Professional Music World Music World Internal& ExternalPerspectives What a weak sub‐ brand! Portfolio Roles No‚ it’s a Linchpin brand! Product Defining Roles ProductDefiningRoles
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Chapter-3 Positioning Positioning is choosing a position in the target group’s minds‚ that: - is distinctive from the competition - is relevant for the target group - fits the organisation with the aim of creating a preference. Positioning Approaches 1. Is relative to competition. 2. Exists in the mind of the consumer. Attributes Competitors Use or application Price/quality Product user Product class Cultural symbol Positioning Quiz RyanAir Price KLM
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A brand is a “name‚ term‚ design‚ symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Proper branding can result in higher sales of not only one product but on other products associated with that brand. Brand is the personality that identifies a product‚ service or company and how it relates to key customers‚ staffs‚ partners‚ investors etc. People engaged in branding seek to develop the expectations behind the brand experience
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Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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Top Best Gazelle Edge Machines and Their Effectiveness and Reviews There are a lot of Gazelle Edge Machines available on the market in 2016. Selecting a machine that provides you the fitness services that match your needs might give you a tough time. So we will narrow down the long list of the best tools available on the market. The top 10 from which you can be able to choose the one that suits your needs best. The important features of these machines discussed and by the end of this review‚ you
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be discussing the Clean Air Act of 1970 along with the amendments made in 1977 and 1990. I will discuss the law and some of the provisions that have been made. I will discuss the economic impact as a result of this law; if there are any fines‚ costs‚ or benefits economically along with data to support this information. I will also discuss my feelings on whether this law has been beneficial and also provide information to support my answer. Clean Air Act The Clean Air Act of 1970 is
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Clean Needle Programs In the article “A Case for Clean Needle Programs”‚ Breat Whitteker and Dawn Day argue that a clean needle program in the S.D. County could save hundreds of lives. One of the many benefits of establishing a clean needle program would be that it allows not only the S.D. County to save hundreds of millions of health care dollars but it allows other counties to do so as well. Some who obstruct against this program believe that when sterile needles are given out‚ there is
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but in the end‚ they didn’t even glance his way and scurried off as quickly as they could. Sammy left with “a clean exit” and he went looking for his “girls‚ but they’re gone of course.” Instead of getting a reward he wanted instead what he got was realism. Sammy has been building up the moment from an “unsuspected hero” to “a clean exit”‚ but he’s still just an antihero. Ironically his clean exit left
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Brand Knowledge Structure and Brand Elements What is Brand Awareness? Recognition versus recall – Brand versus situation cues Awareness depth versus breath – Brand versus situation linkages Why is brand awareness important? A necessary condition for inclusion in the set of brands being considered for purchase – A sufficient condition for choice in low-involvement decision settings – Influences the nature and strength of association – Brand Image Brand Perceptions through Associations
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Marketing and branding‚ two of the most common used words in the contemporary world‚ is closely linked to each other without doubts‚ but the importance of branding to successful marketing is enquired to measure in term of the question. In fact‚ various people have different ideas on marketing and branding. For most of people‚ or customers‚ the two are normally combined in their minds or even equal to each other. For example‚ people could raise Apple as the answer for both questions of “what is good
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