UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 ’s was the concept of brand equity. The emergence of brand equity‚ however‚ has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy --
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purchase intention： From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports‚ literature and art as well as the social events. And after 30 year of development‚ sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer’s perception of a brand via big events. However‚ the study on to what extent the sports sponsorship
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strategies supported the enterprise expansions and market growths during this period with stellar financial results as well as the timeless brand image. The strategies and the successful effects can be described into four categories (see Exhibit 1 for Disney’s strategic activities) Control of quality and financials‚ vertical integration “Oswald‚ the Lucky Rabbit” taught Disney the important lesson of total control and vertical integration. Disney established its own distribution house‚ film
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The IT infrastructure in the information technology industry is a faster outgrowth. In the recent years the rapid growth around hardware‚ software really changed the complete business strategy and businesses started aligning to the IT infrastructure. 1950’s Mini Computer and Mainframe systems are now cloud computing. In the current trend the information is retrieved in seconds from somewhere (no idea from where‚ probably from cloud). In the 50+ years many era in computer industry had occurred. Web
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Face book is a social network which allows you to communicate with your family‚ and friends from all around the world. Some people may say that Face book is necessary because they find it to be easier to communicate with their friends and family. Other may say that it is unnecessary because they thought that face book is just another way to keep in touch with their friends and families. Many people around the world use face book to chat with their friends and families. Some of us may find it more
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from the beloved Disney classic‚ The Little Mermaid (Clements). It is no mystery that Disney is responsible for some bad morals of today’s youth. The question is how? With so many great lessons in the original content and many others wasted on the antagonist‚ they somehow ended up with some terrible morals in the final product. How did Disney mess up their morals? The original content in Disney movies may have presented better morals than the movies themselves. Had Disney followed their
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What it Means to Be a Princess It has been stated that of all film studios to produce princess movies‚ Disney has the claim on this particular market (Whelan). From Snow White‚ Cinderella‚ and Aurora to Rapunzel‚ Tiana‚ and Merida‚ there has been a progression in the way Disney portrays the females in their movies. In the beginning‚ Disney studios went along with the beliefs from the period that women should be frail and in need of a man to come and rescue them. By the last few movies‚ however
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1 Lecture 1 WHY NEW MARKETS MATTER Overview: • • • • • • What defines a new market How new markets create big industries How new markets build great companies Why ignoring new markets is perilous How new markets can become a source of corporate renewal What trends make new markets particularly critical today What Is a New Market? • • • For the purpose of this subject‚ our focus is on markets that have not existed previously. It is concerned with tapping latent demand to create new
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growth in Chinese wine market. From 2001 to 2012‚ the wine output in China had shown an upward trend with the CAGR of 16.5%. However‚ the 18th CPC National Congress called on the restriction of spending by central government bodies on official overseas visits‚ official vehicles‚ and official hospitality‚ “six bans”‚ and alcohol prohibition in the military‚ leading to the slowdown of growth or even decline in China wine market. In 2013‚ the output and consumption of wine in China went down by 4.7% year-on-year
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CHARTERED POSTGRADUATE DIPLOMA IN MARKETING Emerging Themes LEVEL 7 Unit 1 Emerging Themes in the Tea Sector Membership Number : 2916169 Student Declaration “I confirm that in forwarding this assessment for marking‚ I understand and have applied the CIM policies relating to word count‚ plagiarism and collusion for all tasks. This assignment/project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or
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