Brand Management Waldemar Pfoertsch 6 pdf
Brand Management Waldemar Pfoertsch_6 pdf
... Management, 20 06, p. 537. 64 Kevin L. Keller, Strategic Brand Management, 20 06, p. 301. 65 Philip Kotler and Kevin L. Keller, Marketing Management, 20 06, pp. 555-593. 66 Ibid., p. 594. 67 Al ... 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 ... Joachimsthaler, Brand Leadership, 2000, pp. 76- 77. 89 Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement:Konzepte – Methoden – Fallbeispiele, 2005, p. 86. 90 Ibid. 91 Waldemar Pfoertsch...
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MBA in International Luxury Brand Management: CV Book 2013 pdf
... Maga MBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT 6 MBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT Yingqi CHEN (Jadey) angel03 260 108@hotmail.com Nationality : ... 100 Victoria Street National Library Building # 13-02 Singapore 188 064 essecasia@essec.eduTél. +65 68 84 9780 Fax +65 68 84 9781www.essec.edu/asiaInformationAnne-Marie Chivé+33 (0)1 34 ... with different backgrounds, and travelling 16 ESSEC MBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT Curriculum VitæMBA IN INTERNATIONAL LUXURY BRAND MANAGEMENT Salman BUKHARI...
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Supply Chain Management 2011 Part 6 pdf
... 3.00 6. 00 8.00 Readers 15.0% 2.39 5.59 6. 38 1 .60 Database(local) 30.0% 1.58 1.97 2. 76 1.58 Network 35.0% 1.98 2.97 3. 46 1.48 Sum 100.0% 8.9 13.5 18 .6 12.7 53.7 Normalized Score 16. 7% ... 7.2 2.25 13.14 6 Criterias Sum Priority Vector Processing 0.14 0.44 0.38 0.17 1.13 28.25% Cost 0 .69 0.44 0.53 0.17 1.84 45.94% Security 0.03 0. 06 0.08 0.50 0 .67 16. 68% Complexity ... Matrix for Only Processing Time Criterion Sum Priority vector 0. 467 0.429 0 .63 6 1.532 51.05% 0. 467 0.429 0.273 1. 168 38.93% 0. 067 0.143 0.091 0.300 10.01% Sum 1.000 1.000 1.000 3.000100.0%...
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Brand Management Waldemar Pfoertsch_3 pptx
... Brand BrandLength Brand Depth Brand WidthClassical Brand Premium Brand Inter-national Brand National Brand Fig. 18. Generic brand strategies20 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 77Individual Brand Family Brand Corporate Brand BrandLength Brand Depth ... as follows:21x Brand Width – Number of products/services sold under one brand x Brand Depth – Geographical range of the brandsx Brand Length – Basic positioning of the brandsThey are brought...
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Brand Management Waldemar Pfoertsch_4 pot
... to do so, brand architects have to keep the big picture in mind. Brand Distinction 91Table 2. Comparison of the Generic Branding Options31 Brand Strategy Pro ContraCorporate Brand xWidest ... Family Brand x Brand investment covers a product line. xPositive image and brand transfer on all products (synergy effect).xUse of brand- related interconnections. xPossible brand dilution. ... positioning. Brand Width Product Brand xProduct-specific brand profile. xNo bad-will transfer. xCreates diverse growth platforms. xExpensive product-specific brand creation.xHigh brand...
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Brand Management Waldemar Pfoertsch_8 ppt
... independent subbrand11192 Acceleration Through BrandingWe know that the strongest brands are often supported by formal brand- equity -management systems. 36 Managers of these brands have a ... a Brand Equity Charter – that spells out the company’s general philosophy with respect to brands and their inherent brand equity (e.g. what a brand is, why brands matter, and why brand management ... the brand and they are captured in the Customer-Based Brand Equity (CBBE) model. x Brand analysis helps to define and formulate a proper brand mission, define a brand personality and set brand...
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Brand Management Waldemar Pfoertsch_9 doc
... brand management is required to serve customers distinct preferences worldwide. The Corporate Brand Strategy at CemexCemex has developed a transnational brand strategy, with individ-ual brands ... needed with a brand management via value creation Cemex 231rate brand. For example, in 2003 Cemex Costa Rica discontinued its 30-year-old “Cempa” brand, and introduced the “Sanson” brand of-fering ... achieve total sales of US $61 billion when the project is completed.Fig. 57. Interbrand brand equity development 2001-2005 (indexed; 2001 = 100) 26 222 Success Stories of B2B Brandingand innovation...
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Brand Management Waldemar Pfoertsch_11 ppt
... 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 ... SuccessBrandingDimensions B2B Branding DecisionAccelerationThroughBrandingSuccessStoriesBrandingPitfalls Future Perspective Fig. 65 . Guiding principle branding pitfalls 282 Beware of Branding ... University 20 06. 71 See: Leveraging the Brand in: David A. Aaker Building Strong Brands New York: The Free Press, 19 96. 72 Brandt, Marty/Johnson, Grant, PowerBranding - Building Technology Brands...
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Brand Management Waldemar Pfoertsch_12 docx
... Responsibility x Branding in China x Design and Branding x Lovemarks and Brand Leadership 2 96 Beware of Branding Pitfalls8 Web site of BASF Corporation, Florham Park, NJ, cited January 20 06. 9 ... opinion, B2B branding and brand management will become increasingly significant. Some even argue that the future of brands is the future of business and that sooner or later, the brand will be-come ... polarisinstitute.org/corp_profiles/public_service_gats_pdfs/Accenture. pdf. 26 Kaikati, Jack (2003), “Lessons From Accenture‘s 3Rs: Rebranding, Re-structuring, and Repositioning,” Journal of Product and Brand Manage-ment,...
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Brand Management Waldemar Pfoertsch_14 potx
... Brand loyalty 1, 53, 70, 73, 166 , 2 26 Brand management 55 Brand measurement 124, 192 Brand metrics 123, 193, 197, 280 Brand mission 101, 164 , 168 , 174, 175, 217 Brand name X, 4, 36, 68 , ... 68 , 105, 107, 109, 111, 1 26, 164 , 167 , 169 , 175, 2 16 Brand width 77, 91 Brand- driven customer acquisitions 1 96 Brand- driven customer loyalty 1 96 Brand- driven customer retention 1 96 Brand- driven ... 89, 92, 95, 96, 97, 98, 101, 102, 119, 168 , 188, 212, 279, 281, 292, 309, 312, 315 Brand performance 167 , 184 Brand personality 70, 92, 164 , 1 76, 1 86, 1 96 Brand planning 160 63 Brand portfolio...
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