Performance Measurement – 8343 Polo Ralph Lauren Corporation – Company analysis. Notes on the slides. Agenda - Our agenda follows exactly the guideline that was given to us in order to carry out this assignment. The Company – Short overview of the firm. The Fashion Industry – It is based mainly on intangible assets‚ rather than capital or knowledge-intensive assets. Moreover‚ nowadays fashion companies are less affected by the problem of seasonality: indeed they experience sales that
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see advertisers moving closer towards the image of the ’modern man’. The modern man‚ also known as the metro-sexual man‚ can be defined as well groomed‚ health and body conscious‚ and well dressed. The deconstruction of the two advertisements‚ Ralph Lauren and Michelob Ultra‚ accentuate this image and show its influence on the male audience.
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Salience: Cadbury enjoys a very high brand salience on the whole. It enjoys a high recall while dealing with the areas of brand name recognition and brand name recall with consumers instantly linking it with its trademark purple colour. Yet its “Glass and Half Full” symbol attains moderate brand recognition. (The marketing research was done through an informal poll among 70 students asking them: 1) Name a chocolate brand‚ 2) What chocolate brand do they think of when the colour purple was
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better marketing communication‚ and the opportunity to license your brand. To achieve this marketing miracle you will need to follow the four steps in the CBBE model. The four steps in the CBBE model are brand identity‚ brand meaning‚ brand response‚ and brand relationships. You must follow these steps to establish brand equity but the CBBE model also depends on six brand building blocks and they are salience‚ performance‚ imagery‚ judgment‚ feelings‚ and resonance. These are what are in the brand
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CBBE Pyramid Powerful brands create meaningful images in the minds of customers (Keller‚ 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al.‚ 1993; McEnally and de Chernatony‚ 1999). A brand is a bundle of functional‚ economic and psychological benefits for the end-user (Ambler‚ 1995). Brand equity‚ as defined by Keller (1993)‚ occurs when a brand is known and has some strong‚ favourable and unique associations in a
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THE PROCESSES OF BUILDING BRAND EQUITY This paper combines the conceptual framework of customer-based brand equity (Keller‚ 1993) and six-stage model of brand evolution (Goodyear‚ 1996) to develop the processes of building brand equity. Focuses of brand equity building are suggested for each stage. Key words: brand equity‚ brand knowledge‚ brand evolution INTRODUCTION Successfully building‚ managing‚ and tracking the brand equity of brands are main goals of brand management. The brand strategies
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L’Oreal’s Customer- Based Brand Equity (CBBE) Model customer-Based Brand Equity is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. The Customer-Based Brand Equity Model approaches brand equity from the perspective of the consumer – whether this be an individual or an organization. Understanding the needs and wants of consumers and organizations and devising products and campaigns to satisfy them are at the heart of successful marketing
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years back from now by the parent company Philip Morris International. Their Branding strategies should be more focused on Design and style of Marlboro packets which comes in the performance dimension of CBBE model and consumer engagement towards brands which come in the resonance dimension of CBBE model. There was the time when Marlboro decided to prevent using words such as Marlboro light‚ Ultra light because as per the research they found that it gives a false impression that they are safer than
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CBBE Model: How To Build A Strong Brand Posted by Brand and Butter on January 26‚ 2010 Strong brands are important. The challenge is to build a brand that is strong‚ unique and favourable – a brand that evokes positive‚ emotional feelings. A brand where customers react and experience positively to the brand’s product/services/ideas/people. We need to create a brand that evokes the desired positive knowledge structures: thoughts‚ feelings‚ images‚ perceptions‚ attitudes. But how do we build
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The source of the river was compared to the past and its mouth to the future; since the source and mouth of a river coexist‚ therefore past and future could also exist simultaneously. • Everything from his childhood to his old age‚ and indeed all his previous lives‚ were contained in his present self. Om The concept of Om‚ which signifies the oneness and unity of all things‚ marks key moments of awakening for Siddhartha. Siddhartha’s ability to finally comprehend Om is
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