Brand Management Waldemar Pfoertsch 9 doc

... sold under a brand that endorses the Cemex logo, thus adding equity to the corpo- Cemex 2 29 Corporate Brand Country Units Other B2B brands Commercial Brand Fig. 59. Cemex brand portfolio 34 As ... upon mutually promoting their brands within a strategic marketing agreement. Since 199 8 Samsung has been an official sponsor of the Olympic Games: Nagano ( 199 8), Sydney (2000),...

Ngày tải lên: 21/06/2014, 21:20

... Practice, p. 12. 308 Future Perspective Branding in China Diversification and Expansion Globalization 198 4 – 199 1 199 2 – 199 8 199 8 – x Built a strong brand name in refrigerators through a ... x Branding in China x Design and Branding x Lovemarks and Brand Leadership 296 Beware of Branding Pitfalls 8 Web site of BASF Corporation, Florham Park, NJ, cited January 2006....

Ngày tải lên: 21/06/2014, 21:20

... 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Poss...

Ngày tải lên: 21/06/2014, 21:20

... 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 ... Franz- Rudolf Esch (ed), 199 9, pp. 2 89- 315. 94 Nunes, Dull, and Lynch, “When Two Brands Are Better Than One,” p. 17. 95 Hermann Freter and Carsten Baumgarth, „In...

Ngày tải lên: 21/06/2014, 21:20

... 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 written document ... Bloomenkranz, “Evolving the UPS Brand, ” Design Management Review, vol. 15, no. 2 (Spring 2004), pp. 68-73. Brand Audit 199 nually. 49 The estimated cost of the re-branding exerci...

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 ... Making Brands Go Global - Chinese Companies’ Brand Management, Pforzheim University 2006. 71 See: Leveraging the Brand in: David A. Aaker Building Strong Brands New York:...

Ngày tải lên: 21/06/2014, 21:20

... 175, 217 Brand name X, 4, 36, 68, 84, 85, 89, 92 , 95 , 96 , 97 , 98 , 101, 102, 1 19, 168, 188, 212, 2 79, 281, 292 , 3 09, 312, 315 Brand performance 167, 184 Brand personality 70, 92 , 164, 176, ... 70, 94 , 133, 167, 1 69, 170, 182, 183, 192 , 265, 2 79 Brand audit 160, 191 99 Brand awareness 73, 220, 221, 248, 2 49, 282, 285, 304 Brand building 160, 181 91...

Ngày tải lên: 21/06/2014, 21:20

... Facets of Brand Identity Brand Identity System Brand Identity Brand as Product Brand as Organization Brand as Person Brand as Symbol Value Proposition Credibility Brand- Customer Relationship Branded ... soul of the brand.  Aspects of Brands: BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION...

Ngày tải lên: 12/12/2013, 17:15

... Corporate Reputations, Branding and People Management employees and externally with stakeholders, in both its com- petitive and institutional environments’ (Fombrun, 199 6). This collective representation ... with 70 Corporate Reputations, Branding and People Management Nevertheless, it is also interesting to note that RBS, like HSBC before it, is moving slowly to becoming a ‘branded hous...

Ngày tải lên: 24/12/2013, 16:15