Find the paradox • Brand value pyramid Another tool: Find the paradox • Overcome negatively correlated attributes and benefits (paradox) Examples of neg. correlated attributes and benefits • Price and quality • Taste and low 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)
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A REPORT ON BRAND EQUITY OF Submitted by: Amrapali Singh (11) Ankush Redhu (16) Anup Sharma (18) Atul Kumar Singh (27) Devanshu Mehta (36) Kalyani Barman (57) INTRODUCTION Pepsi is a 100-year-old carbonated soft drink brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India‚ Pepsi is ubiquitous on just about every social occasion. In 1886‚ the US Caleb Bradman‚ a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad‟s
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Man With Two Faces When thinking of a movie that brings together emotion and inspiration using a dramatic tone that all audiences can feel‚ I can’t think of a better example than Lee Daniels film The Butler. Lee Daniel’s did an outstanding job casting an all-star cast for the movie‚ consisting of many different talented actors. Everyone from Oprah Winfrey to Robin Williams played their parts originally and spectacularly. Director Lee Daniels use of film form in the movie allows the audience to
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Similar to Lucie from Faces in the Moon‚ Betty Louise Bell is a professor and fiction writer of Cherokee ancestry. Finding out these details about Bell made me wonder if the character Lucie was based on Bell herself. In the interview posted on Canvas‚ Bell states that the story is a reflection of her experience and that Lucie is in fact based on herself. The fact that Faces in the Moon is almost autobiographical does change my interpretation of the novel. It makes the story become more personal‚
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Brand Community Analysis As the development of communication technology and global market‚ the concept of Brand Community was fist defined as ‘a specialized‚ non-geographically bound community‚ based on a structured set of social relationships among admirers of a brand’ by two social scientists‚ Albert M. Muniz‚ JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community‚ and then point out three main characteristics and further discuss these features of brand
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Research Proposal # 1 Name of The Research Proposal: Brand Positioning & Repositioning Brand Positioning In marketing‚ Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product‚ brand‚ or organization. Generally‚ the Brand positioning process involves: 1. Defining the market in which the product or brand will compete (who the relevant buyers are) 2. Identifying the attributes
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THE GIRL WITH THE BEAUTIFUL FACE Pedro Pablo Sacristán Once upon a time there was a girl who‚ though of humble origin‚ was so incredibly beautiful that she was famed throughout the region. Knowing how much the young men of the Kingdom liked her‚ she rejected all her suitors‚ waiting for the arrival of some handsome Prince. Well‚ it didn’t take long for a handsome Prince to come by‚ and as soon as he saw the young girl he fell for her and showered her with compliments and gifts. The wedding was
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people say brand‚ the brands that come to mind straight away would be Coca-Cola‚ Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However‚ in marketing terms it is defined as ‘a name‚ term‚ sign‚ symbol or design‚ or a combination of these‚ intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler‚ Brown‚ Adam‚ Burton‚ Armstrong‚ 2007). A brand can be defined
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and cathode is less than the holding current. 2.) Gate Turn Off Thyristor A. Introduction Gate turn off (GTO) is a type of thyristor that can be turned on and turned off. The turning on and off of the device can be accomplished by applying the correct voltage in the gate terminal. Applying a positive voltage to the gate terminal turns the GTO in on state while applying a negative voltage turns the GTO in off state. GTO advantages : ➢ High voltage and current
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2 3 -Global Brands and Globalization 3 3. Why Branding? 9 -Brand : Meaning 10 -Brand Equity 12 -Aspects of a Good Brand 13 - What makes brands great? 14 - What makes brand leaders lose their way 17 4. Why go global? 19 - Going global: the risks 20 - What principles govern and guide global brands? 21 - Global branding versus local marketing 23 5. Strategic Planning Cycles for Brands 26 6. The Brand Environment 30 - Factors that influence the brand 31 7.
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