Brand Management Waldemar Pfoertsch 9 doc

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 portfolio34As ... 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), Salt Lake City ... 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...

Brand Management Waldemar Pfoertsch_12 docx

... Practice, p. 12. 308 Future PerspectiveBranding in China Diversificationand 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 Pitfalls8 Web site of BASF Corporation, Florham Park, NJ, cited January 2006. 9 “Making ... conditioners (12 %). 19 Figure 70 summarizes the three stages of development through which Haier passed. 298 Future PerspectiveIn our opinion, B2B branding and brand management will become...

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 ... they move a brand to a new medium. Power of the Business Brand 6341 Shona L. Brown and Kathleen M. Eisenhardt, Competing on the Edge, 199 8; Richard A. D’Aveni, Hypercompetition, 199 4, pp. 217-220;...

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 Options31 Brand Strategy Pro ContraCorporate 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Possible brand dilution. ... positioning. Brand Width Product Brand xProduct-specific brand profile. xNo bad-will transfer. xCreates diverse growth platforms. xExpensive product-specific brand creation.xHigh brand...

Brand Management Waldemar Pfoertsch_6 pdf

... 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, „Ingredient Branding – Begriff und ... 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...

Brand Management Waldemar Pfoertsch_8 ppt

... subbrand11 192 Acceleration Through BrandingWe 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 exercise was tagged ... American Management Asso-ciation, December, 199 4. 8 Leslie Butterfiled (2005), p. 191 . 9 Leslie Butterfield, Icon of a Passion – The Development of the Mercedes-Benz Brand, 2005), p. 66, 1 09. ...

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 ... 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: The Free Press, 199 6. ... Building the Brand- Driven Business: Opera-tionalize Your Brand to Crive Profitable Growth, p. 43. 44 Greg Farrell, “Building a New Big Blue,” USA Today (22 November 199 9); Tobi Elkin, “Branding...

Brand Management Waldemar Pfoertsch_14 potx

... 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 Brand building block 184 Brand ... 285 Brand hierarchy 74, 78 Brand history 50 Brand identity 94 Brand image 53, 93 , 111 Brand imagery 167, 184 Brand judgment 184 Brand juvenation 197 Brand knowledge 160, 166, 2 79 Brand...

Tài liệu Product and Brand Management doc

... Facets of Brand Identity Brand Identity System Brand Identity Brand asProduct Brand asOrganization Brand asPerson Brand asSymbolValue Proposition Credibility Brand- Customer RelationshipBranded ... 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 The part of the brand identity ... efficiencies Brand Hierarchy: Definitions; in Keller, K. L ( 199 8), Strategic Brand Management, Chapter 11 Branding Strategies, pp. 428-431. Brand architectureCorporate dominant strategyDual brand...

Tài liệu Corporate Reputations, Branding and People Management 9 docx

... 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 ... with70 Corporate Reputations, Branding and People Management Nevertheless, it is also interesting to note that RBS, like HSBCbefore it, is moving slowly to becoming a ‘branded house’, byendorsing ... perceptions of the organizations they make use of theChapter 2 Managing corporate brands and reputations 69 Image(How externalstakeholders see thecompany)Desired identity(What the companysays...

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