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...

Ngày tải lên: 21/06/2014, 21:20

... 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.edu Tél. +65 68 84 9780 Fax +65 68 84 9781 www.essec.edu/asia Information Anne-Marie Chivé +33...

Ngày tải lên: 23/03/2014, 17:21

... 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....

Ngày tải lên: 20/06/2014, 04:20

... 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

... 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

... independent subbrand 11 192 Acceleration Through Branding We 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...

Ngày tải lên: 21/06/2014, 21:20

... brand management is required to serve customers distinct preferences worldwide. The Corporate Brand Strategy at Cemex Cemex has developed a transnational brand strategy, with individ- ual brands ... needed with a brand management via value creation Cemex 231 rate brand. For example, in 2003 Cemex Costa Rica discontinued its 30-year-old “Cempa” brand, and introduced the “San...

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 ... Success Branding Dimensions B2B Branding Decision Acceleration Through Branding Success Stories Branding Pitfalls Future Perspective Fig. 65 . Guiding principle branding pit...

Ngày tải lên: 21/06/2014, 21:20

... Responsibility x Branding in China x Design and Branding x Lovemarks and Brand Leadership 2 96 Beware of Branding Pitfalls 8 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, t...

Ngày tải lên: 21/06/2014, 21:20

... 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 c...

Ngày tải lên: 21/06/2014, 21:20