• Principles of Eco Exam Questions
    objects that you have to deal with in your answer. Here they are secondary associations and brand knowledge and specifically secondary brand knowledge. 2. Work out what the VERBs mean a. Evaluate is a very demanding verb – to evaluate something you will need to know what the concept or...
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  • How to Build Brand Equity
    ? - Selecting brand elements - Integrating with marketing activities - Creating secondary brand associations IV. Summary and Conclusion V. References Introduction In modern society, brands play an increasing vital role in marketing. With the fury market competition and the increasing...
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  • Brand Equity Positioning Values
    of secondary associations Brand value chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization Plan and implement brand marketing programs Measure and interpret...
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  • brand audit
    Consider a range of distribution options Mix marketing communication options Leverage secondary associations 15.19 Guidelines for Measuring Brand Equity      Formalize the firm’s view of brand equity Conduct brand inventories Conduct consumer tracking studies Assemble results...
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  • Brand Management Summary
    calories • Power and safety • Comprehensiveness (variety) and simplicity • Strength and refinement Strategies to Overcome Attribute and Benefit Trade-offs • Establish separate marketing programs • Leverage secondary association (e.g., co-brand, use celebrities) • Re-define the relationship from...
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  • Brand Managment
    packages and value added services. Indigo has been leveraging secondary associations through celebrity brand endorsements, organizing social events through sponsorships, launching high tech Mobile equipments mostly smart phones with indigo connections and sponsoring sports events. All these steps...
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  • Cbbe Model
    . “These icons make the identification of symbolic brands easier no matter what the local language is” (McEnally, de Chernatony 1999). Some associations such as Michael Jordan and Nikelead to an important set of secondary associations of a “highly positive nature” in which all become winners...
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  • Consumer Behavior Towards Retail Stores in India
    cognitive responses to that infonnation), it may also produce weak links from these effects to the brand. Finally, wordof- mouth and other social infiuences also play an important role, especially for user and usage imagery attributes. • . Leveraging secondary associations. The definition of...
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  • Pawan Mba
    do not behave like others in their social group. Reference groups are usually conformed by the social network of an individual: family members, friends and colleagues, and inspirational figures (Bachmann, John, and Rao, 1993), and can be a source of brand associations that mold the mental...
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  • Brand Equity and Country of Origin Relationship
    certain brands (e.g. Thakor and Katsanis, 1997). For example, Aaker (1991) and Keller (1993) both argued that country of origin could affect a brand's equity by generating secondary associations for the brand. Indeed, even a foreign-sounding name is known to affect a brand's equity (Leclerc et al., 1994...
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  • Ryan Air Marketing Plan
    respondents. Method for interviewing To create brand concept maps we can use several techniques. One approach is the Zaltman’s Metaphor Elicitation Technique (ZMET), which uses qualitative research techniques to identify key brand associations and then uses in-depth interviews with respondents to...
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  • Branding a Product
    brand through secondary brand association to boost the brand equity. Our Leveraging Strategy will be done through: * Sporting, cultural or other event * Celebrity spokesperson (through endorsement advertising) * Other third-party sources (through awards and reviews...
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  • Registration of Word Marks in Thailand
    or extensively used. Also, there is no set period of time that will prove that the mark has acquired secondary meaning. Instead, it depends more on the company’s strategies to advertise or promote the trademark with products in the Thai market until brand awareness or consumer recognition is created...
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  • Brand Management
    Secondary Brand Knowledge to Build Brand Equity Overview This chapter addresses the way in which secondary associations can be leveraged to build brand equity. Secondary associations are those related to other entities to which a brand is linked, such as the parent company, country of origin...
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  • Color Branding
    branding: The Importance of Color Color is an important consideration in your brand identity system.  Colors have a significant impact on people’s emotional state.  They also have been shown to impact people’s ability to concentrate and learn.  They have a wide variety of specific mental associations.  In...
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  • Case Study
    Brand Name”? * Affordable * Stylish * Essential * Safe 4. Where have you seen advertisements for “Brand Name”? 5. How would you rate the quality of “Brand Name” products? Secondary Market Research Secondary research is based on information from studies previously performed...
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  • Compensated Dating
    Rising trend of compensated dating in secondary schools Wu Wing-ying (right) says compensated dating is not school-category specific, "Even if a student studies well, her moral and values may not be correct, and will love to make quick bucks for brand names as well" A survey found that...
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  • Marketer
    , strengthen or reinforce it. What we mean by secondary source is the meaning to the brand in order to create new associations. There are 8 different meanings that create new associations. Companies Countries or geographic regions Other brands (brand alliances) Licensing...
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  • Strategic Brand Management Process
    .  * Leveraging Secondary Associations: Brands may be linked to certain source factors such as countries, characters, sporting or cultural events,etc. In essence, the marketer is borrowing or leveraging some other associations for the brand to create some associations of the brand's own and them to...
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  • Internet Marketing M2
    which would show them how much money they are making and where the main profit is coming from (sub-brand). You can get external sources from the internet (from government sites and competition sites), the media or even trade associations. Companies can use secondary research to complete their own...
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