Brand Management Waldemar Pfoertsch 8 ppt

... 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

... 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 ... cannot take their brand (see Figure 52). 188 Acceleration Through Branding 5. Diagnostic metrics For successful brand strategies the best-designed and most ef- fective brand...

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 pitfa...

Ngày tải lên: 21/06/2014, 21:20

... paper and making copies for one another. 96 18$ $ $CH8 09-06-02 15:00: 08 PS 2 08 Preparing for the Project Management Professional Certification Exam Figure 8- 8. Network communications circle: Free and ... getting all of the important points in the message. 96 18$ $ $CH8 09-06-02 14:59:57 PS 203Communications Management Figure 8- 3. The manager’s time. • 80 % of time is spent in c...

Ngày tải lên: 24/12/2013, 12:16

... development. Energy Conversion and Management, Vol. 48, No. 1, pp. 3001~30 08 Xi Zhang; Chunting Mi; Abul Masrur & David Daniszewski. (20 08) . Wavelet Based Power Management of Hybrid Electric ... resistance coefficient 1 .8 10 -2 Mechanical efficiency η T (%) 95 Mass factor 1.1 PEM fuel cell rated power (kW) 80 DC/DC rated power (kW) 80 Style of the diesel engine SOFIM 2....

Ngày tải lên: 21/06/2014, 10:20

... 88 B2B Branding Dimensions tional brands difficult to maintain. To use a single brand only on a restricted geographical area only can be ... 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...

Ngày tải lên: 21/06/2014, 21:20

... Joachimsthaler, Brand Leadership, 2000, p. 16. 81 Source: Interbrand Corp., Berner and Kiley, “Global Brands,” Business Week, 86 -94, 2005. 82 Ibid., p. 34. 83 Watson Wyatt, B2B Brands and the ... 89 Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement: Konzepte – Methoden – Fallbeispiele, 2005, p. 86 . 90 Ibid. 91 Waldemar Pfoertsch and Michael Schmid,...

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

... technology. 18 In the research report Brands in 2004 on the most valuable Chinese brands, there are 43 brands listed. The average sales scale of the brands in 2004 is RMB 11 .88 5 billion Yuan (US$1.4 78 ... Marketing Practice, p. 12. 3 08 Future Perspective Branding in China Diversification and Expansion Globalization 1 984 – 1991 1992 – 19 98 19 98 – x Built a strong brand n...

Ngày tải lên: 21/06/2014, 21:20

... 160–63 Brand portfolio 9, 55, 68, 75, 76, 78, 124, 165, 171, 1 78, 180 , 188 , 189 , 190, 191, 196, 211, 212, 229, 234, 264, 280 Brand portfolio management 188 Brand positioning 86 Brand potential ... 167, 180 , 182 , 183 , 287 Brand relationship spectrum 75, 77 Brand relevance 8, 11, 34–50, 45, 48, 164, 282 , 285 Brand resonance 167, 184 Brand salience 167, 18...

Ngày tải lên: 21/06/2014, 21:20