Title: Brand Management Maximum Marks: 80 Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9. 1. Case Study : (Compulsory) BURNOL Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of turmeric‚ the traditional burns-relief remedy. The brand has been
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Marketing Strategy Works on the Consumers Introduction A brand is a name that influences buyers. This definition captures the essence of a brand: a name with power to influence buyers. But‚ what really is a brand? People around the globe are now living in a ‘branded’ world. This might sound obscene but in most cases‚ it is clearly evident. Most consumers prefer to buy a product with a well-known or a popular brand than buying an unpopular one. Some buy products with brands that connote ‘extravagance’
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ABOUT APPLE Apple Inc‚ an America multinational company that designs and markets consumer electronics‚ computer software‚ and personal company. Apple was founded in 1976‚ as Steve Jobs‚ Stephen Wozniak‚ and Ron Wayne produced the personal PC named Apple Ⅰ‚ thats the born of Apple first product. In the next decades‚ Apple became famous because of their Macintosh product line of computer and electronic devices like iMac desktop PC‚ Macbook pro personal computer and iPhone. Beside hardware‚ their Operating
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I. Executive summary A lady named Susan Wong is budgeting for the coming year (Year X). During year X‚ she has to cover monthly expenses as well as irregular monthly financial obligations‚ and she plans to do so by investing the money not used to cover monthly expenses in either a 1-month‚ 3-month or 7-month investment scheme whose yields are 6%‚ 8% and 12% per year nominal respectively. When the investments mature‚ Susan will use the principals as part of her budget and invest all the interests
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Susan Muthana Mrs. Cervantes AP European History p.3 1 April 2015 DBQ The debates over Italian national identity and unification in the period circa 1830-1870 were controversial. The ideas of the unification of Italy were preferential to those who wanted it to become a republic‚ but to others‚ they favored a separated monarchy of kingdoms and territories because a republic may be pernicious and consisted of mixed opinions. Though some wanted to stick to tradition‚ there were
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REVIEW “Relationship marketing in consumer markets Rhetoric or reality?” By: O’Malley‚ Lisa; Tynan‚ Caroline. European Journal of Marketing‚ 2000‚ Vol. 34 Issue 7‚ p797‚ 19p; (AN 3497728) Synopsis This report is based on the notions of relationship marketing relative to consumer markets This journal article (“Relationship Marketing in Consumer Markets: Rhetorical or Reality”)- focuses on the different aspects of relationship marketing and its effects on the business to consumer markets.
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dody odor problem. Kool brand is focused on the male segment of the market. 2.1 market summary The estimated market size is approx TK 200 million. Nearly 38% use Telkom powder as deodorant. Major competitors are Unileaver’s rexona‚ Telkom powder and some foreign brands. Very small amount of people use foreign brands. Rexona came up with strong media campaign and has succeeded to have a good share in the market. Kool deodorant stick is only targeted to male consumer. It is expecting market
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Brand Antecedents of true BrAnd LoyALty Jooyoung Kim‚ Jon d. Morris‚ and Joffre swait ABSTRACT: We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility‚ affective brand conviction‚ cognitive brand conviction‚ attitude strength‚ and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model‚ demonstrating
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Susan Kare is a graphic designer (born in 1954‚ New York). She graduated from Mount Holyoke Collage and received MA and Ph.D. degrees from New York University. Currently Susan Kare lives in California‚ but her office is located in San Francisco. Her first job as a graphic designer was a part time job at a Science Museum in Philadelphia‚ she was 14 then‚ and she has been designing ever since. He work includes working with typefaces and‚ also‚ small number of pixels She is famous for creating the original
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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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