Brand Management Waldemar Pfoertsch 11 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

... 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 bran...

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

... 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

... 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...

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

... 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 ... 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. 885 b...

Ngày tải lên: 21/06/2014, 21:20

... Brand identity 94 Brand image 53, 93, 111 Brand imagery 167, 184 Brand judgment 184 Brand juvenation 197 Brand knowledge 160, 166, 279 Brand leadership 159, 321 Brand leadership 163 Brand ... 208, 211, 247, 279, 298 Brand pyramid 184, 190 Brand relationship 74, 111 , 167, 180, 182, 183, 287 Brand relationship spectrum 75, 77 Brand relevance 8, 11, 34–50, 45, 4...

Ngày tải lên: 21/06/2014, 21:20

... the brand strategy. By January 2002, the team, in conjunction with the consultants, had developed a coherent brand strategy and implementation plan, comprising the following elements: ■ brand ... the following elements: ■ brand concept and values ■ brand personality tone and style ■ brand strategy objectives and targets, 2002–05 ■ brand architecture and guidelines for the promot...

Ngày tải lên: 24/12/2013, 16:15

... i SUMMARY S-1 S.1 Strategic Infrastructure Management S-1 S.2 Goals and Benefits of Asset Management S-1 S.3 Principles of Asset Management S-2 S.4 Management Framework and Self-Assessment S-2 S.5 ... SUMMARY Transportation Asset Management Guide S-1 S.1 STRATEGIC INFRASTRUCTURE MANAGEMENT Transportation asset management represents a strategic approach t...

Ngày tải lên: 08/03/2014, 14:20