Editor’s Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early‚ seminal research on brands includes the studies by Gardner and Levy (1955)‚ Levy (1959)‚ Martineau (1959) and Allison and Uhl (1964). Since then‚ the number of brand related journal articles and of brand management books have increased exponentially‚ particularly in the last 20
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Chapter 10 Brand extensions Good or Bad: Brand extensions are a good business growth strategy as it allows the company to organically grow revenue. However‚ extensions must be carefully evaluated and chosen to ensure that the related affect is what is expected. For example‚ the company needs to make sure that any extension to the brand supports those brand elements or attributes that customers associate with the brand. Any product extensions that conflict‚ deteriorate or dilute the brand. Brand
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International Brands: Strategic Implications for International Marketers The article “Real differences between local and International Brands: Strategic Implications for international marketers” by Isabelle Schuiling and Jean- Noël Kapferer focuses on the differences between local and international brands in a globalization context. Specifically‚ the article explains the trend of companies that are concentrating their efforts on developing international brands and are eliminating local brands and whether
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promotion result in dilution of brand equity What is Brand? A brand is a product‚ service‚ or concept that is publicly distinguished from other products‚ services‚ or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product‚ service‚ or concept. Branding is the process of creating and disseminating the brand name. “The value of a brand establishes the positive differentiation that the name of the brand has over the clients reactions
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experience is part of their effort in building brand loyalty. As you can see from the pictures‚ every bed in the store are occupied‚ with children and adults falling asleep. IKEA does not discourage this. They realize that the more customers choose to relax in its showrooms‚ the more likely they will have positive attitude towards its brand and make a purchase once their incomes catch up with their aspirations. In contrast‚ competitors lack building brand loyalty. 11-furniture‚ has successfully copied
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Negative Word-Of-Mouth on Consumers’ Brand Evaluations Introduction Traditional word-of-mouth communication (WOM) is verbal testimonials between consumers about product performance‚ service quality and mode of operating. WOM may be negative (NWOM) or positive (PWOM) and both employ strong influences on a consumers brand evaluations‚ which is the decision process to evaluate alternative brands. Previous studies have found that PWOM is likely to intensify a consumer’s brand image‚ while‚ conversely‚ NWOM
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between Social Media Use and Consumer Brand Engagement Joshua Stein – Minnesota State University‚ Mankato 08 FallAbstract The use of social media by businesses as a communication tool has grown rapidly in recent years. Despite this rapid adoption‚ little is known about the use of social media among consumers and its effect on brand behavior. This research study aims to fill this gap by investigating the relationship between social media use and consumer brand engagement. To conduct this research
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How Brands Build Trust Through Social Media Marketing Social media marketing is a process where a company tries to draw traffic to their website through other social networks. This is not a new concept; nevertheless brands are continuously finding it hard to gain power through the social sphere. Many believe search engines such as Google‚ is where customers look for their information. However‚ Google+‚ Facebook‚ Twitter‚ LinkedIn‚ Instagram and Pinterest have become the new search engines in recent
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Management Research Review Downloaded by SHAHEED ZULFIKAR ALI BHUTTO INST OF SCI & TECH KARACHI At 02:10 19 October 2014 (PT) Are social media replacing traditional media in terms of brand equity creation? Manfred Bruhn Verena Schoenmueller Daniela B. Schäfer Article information: To cite this document: Manfred Bruhn Verena Schoenmueller Daniela B. Schäfer‚ (2012)‚"Are social media replacing traditional media in terms of brand equity creation?"‚ Management Research Review‚ Vol. 35 Iss 9 pp. 770
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Innovation Management of P&G Contents 1．Introduction 1 1.1 The introduction of P&G 1 1.2 The development of P&G 1 1.3 What the report is about 2 2. Evaluation of its innovation management 3 2.1 P&G’s way to search for ideas 3 2.2 Organic Structure of P&G 4 2.3 P&G’s way to manage human resource 5 2.4 P&G’s creative strategies 7 3. Recommendation to its innovation management 8 4．Summary 10 Reference: 11 1．Introduction
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