Brand Management Waldemar Pfoertsch 4 pot

... 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Possib...

Ngày tải lên: 21/06/2014, 21:20

... extensions 84, 287 Brand functions 8, 43 , 45 , 46 , 47 , 285 Brand hierarchy 74, 78 Brand history 50 Brand identity 94 Brand image 53, 93, 111 Brand imagery 167, 1 84 Brand judgment 1 84 Brand juvenation ... resonance 167, 1 84 Brand salience 167, 1 84 Brand Score Card 192 Brand Specialties 1 24 48 Brand steward 235 Brand story 92, 103, 1 04, 105 3 54 Su...

Ngày tải lên: 21/06/2014, 21:20

... Heads 106.5 106.0 105.5 105.0 1 04. 5 1 04. 0 Calculated Values 1 04. 0 1 04. 5 105.0 105.5 106.0 106.5 Observed Values 743 2 743 2 5 14 743 8 6062 742 2 742 6 520 519 60 24 Fig. 6. Plot of calculated versus ... horizontal pore velocity is 4. 32E- 04 m.s -1 and maximum vertical pore velocity is 4. 21E-09 m.s -1 (Fig. 11). Cross section 4- 4 3 Cross section 3-3 Plan view 3 4...

Ngày tải lên: 21/06/2014, 05:20

... 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 ... company-owned brand architecture is essential since it defines the relationship between brands, the corporate entity, and Brand Distinction 77 Individual...

Ngày tải lên: 21/06/2014, 21:20

... following five steps: brand planning, brand analysis, brand strategy, brand building, and brand audit (see Fig. 40 ). 4. 1 Brand Planning Since brand targets create long-term results, brand planning ... of Brand Management, (Vol. 11, No. 5, May 20 04) , pp. 388 -40 2. 45 Alina Wheeler, Designing Brand Identity, 2003, pp. 42 -43 . 46 Klaus Fog, Christian Budtz,...

Ngày tải lên: 21/06/2014, 21:20

... http://www.aaai.org/AITopics/html/nat- lang.html. 43 Scott M. Davis, Management Review (Vol 87 (9) 1998), pp. 55-58. 44 Vivian Manning-Schaffel, “UPS & FedEx Compete to Deliver,” brand- chan-nel.com (17 May 20 04) . 45 Web site ... 2005. 46 Larry Bloomenkranz, “Evolving the UPS Brand, ” Design Management Review, vol. 15, no. 2 (Spring 20 04) , pp. 68-73. Brand Audi...

Ngày tải lên: 21/06/2014, 21:20

... corporate brand strategy. In 2003 & 20 04, Cemex received the first place spot on the Reader’s choice brand recognition of the brandchannel.com for Latin America. 28 The Cemex brand success ... 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 brand po...

Ngày tải lên: 21/06/2014, 21:20

... Portfolio Strategy, 20 04, pp. 2 04, 135. 43 Michael Dunn, Scott M. Davis, Building the Brand- Driven Business: Opera- tionalize Your Brand to Crive Profitable Growth, p. 43 . 44 Greg Farrell, “Building ... 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...

Ngày tải lên: 21/06/2014, 21:20

... research report Brands in 20 04 on the most valuable Chinese brands, there are 43 brands listed. The average sales scale of the brands in 20 04 is RMB 11.885 billion Yuan (US$1 .47 8 billion), in- creased ... Rated Brand in Less than a Decade,” The Advertiser (October 2002). 19 Cameron Dart, “Brands Are Alive!” brandspa (February 2002), p. 14. 20 Robert Berner and David Kiley, “Gl...

Ngày tải lên: 21/06/2014, 21:20

... 100% Brand A 5 15 4. 2% 5.6% Brand B 15 15 12.5% 5.6% Brand C 3 7 2.5% 2.6% Brand Unit Shares 4% 13% 3% 80% Brand A Brand B Brand C All other Brand Dollar Shares 6% 6% 3% 85% Brand A Brand B Brand ... Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role What is a Brand Management? What is a Brand Management?  B...

Ngày tải lên: 11/03/2014, 06:21