Brand Management Waldemar Pfoertsch 3 pptx

... Brand Brand Length Brand Depth Brand Width Classical Brand Premium Brand Inter- national Brand National Brand Fig. 18. Generic brand strategies 20 Brand width, depth and length distinguish the strategic branding ... Joa- chimsthaler, Brand Leadership, 2000, p. ix. 33 Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement: Konzepte – Methoden – Fallbeispiele...

Ngày tải lên: 21/06/2014, 21:20

... to do so, brand architects have to keep the big picture in mind. Brand Distinction 91 Table 2. Comparison of the Generic Branding Options 31 Brand Strategy Pro Contra Corporate Brand xWidest ... Family Brand x Brand investment covers a product line. xPositive image and brand transfer on all products (synergy effect). xUse of brand- related interconnections. xPossi...

Ngày tải lên: 21/06/2014, 21:20

... 419. 32 Kevin L. Keller, Strategic Brand Management, 20 03, p. 282; Alina Wheeler, Designing Brand Identity, 20 03, pp. 40-41; Duane E. Knapp, The Brand Mindset, 2000, pp. 108-109. 33 Paul ... some kind of 152 B2B Branding Dimensions 36 Alina Wheeler, Designing Brand Identity, 20 03, p. 41; Anne, B. Thomp- son, Brand Positioning and Brand Creation,” in: Brands and Brand...

Ngày tải lên: 21/06/2014, 21:20

... Through Branding 33 Silvio M. Brondoni, Brand policy and brand equity, Symphonya, Emerging Issues in Management, Milano, Istituto di Economia d’Impresa, 2002, examples at pp. 16 -18. 34 Catherine ... customers).” Brand Audit 205 47 Connie R. Gentry, “Building on Brand Awareness, ” Chain Store Age (July 20 03) , pp. 36 -37 . 48 Larry Bloomenkranz, “Evolving the UPS Bran...

Ngày tải lên: 21/06/2014, 21:20

... needed with a brand management via value creation Cemex 231 rate brand. For example, in 20 03 Cemex Costa Rica discontinued its 30 -year-old “Cempa” brand, and introduced the “Sanson” brand of- fering ... under a brand that endorses the Cemex logo, thus adding equity to the corpo- Cemex 229 Corporate Brand Country Units Other B2B brands Commercial Brand Fig. 59. Cemex...

Ngày tải lên: 21/06/2014, 21:20

... the brand- as- person, brand- as-organization, and brand- as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand ... Joachimsthaler, Brand Leadership, 2000, p. 86. 57 Kevin L. Keller, Strategic Brand Management, 20 03, p. 2 93; www.effie. org. 58 Philip Kotler and Kevin L. Keller, Market...

Ngày tải lên: 21/06/2014, 21:20

... Kaikati, Jack (20 03) , “Lessons From Accenture‘s 3Rs: Rebranding, Re- structuring, and Repositioning,” Journal of Product and Brand Manage- ment, Volume 12, Issue 7, 20 03. 31 0 Future Perspective In ... Strategic Brand Management, 20 03. 13 Ian G. Heller, “When Good Companies Do Bad Branding,” Real Results Marketing, (March, 2004). 14 Dan Morrison, “The Six Biggest Pitfalls in B...

Ngày tải lên: 21/06/2014, 21:20

... 264 TCL 30 3, 30 5, 30 9, 31 0, 31 1, 31 2 TCL International Holdings 31 0 TechnoBrands 168 Techron 130 , 133 Techtronic Industries Co. Ltd. 30 9 Teflon 130 , 133 , 135 , 181 Bibliography 34 1 Strauss, ... Brand identity 94 Brand image 53, 93, 111 Brand imagery 167, 184 Brand judgment 184 Brand juvenation 197 Brand knowledge 160, 166, 279 Brand leadership 159,...

Ngày tải lên: 21/06/2014, 21:20

... handled procurement transactions worth more than $45 billion (Fi- nancial Times, November 13, 2001), and in 20 03, the Covisint user base expanded by 178% (www.covisint.com). Covisint provides the global ... Dietz, 20 03) . Team-based organizational change programs (such as 6 Sigma, Quality Circles, and TQM) have also been associated with this approach to HRM. These programs emphasize process...

Ngày tải lên: 21/01/2014, 22:20

... file system for management 01_Report_20 03- 01-22_ 13: 30 Versions Root folder Sub folder B Sub folder A Sub folder C 01_Report_20 03- 01-22_ 13: 30 5. Database management systems - 3. Using a database ... choice. Content management Resources administration Semantic management 5. Database management systems - 3. Using a database for document management - page 3 Requirem...

Ngày tải lên: 31/03/2014, 20:20