Brand Management Waldemar Pfoertsch 12 docx

... p. 12. 10 Ian G. Heller, “When Good Companies Do Bad Branding,” Real Results Marketing (March, 2004). 11 Source: www.basf.com, cited February 2006. 12 Keller, K.L., Strategic Brand Management, ... air conditioners (12 %). 19 Figure 70 summarizes the three stages of development through which Haier passed. 298 Future Perspective In our opinion, B2B branding and brand managemen...

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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

... 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 ... Samsung Leveraging the brand from B2C to B2B “How to successfully leverage B2C brand strength to B2B business.” Cemex Dual branding to create brand equity “Cemex dual 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 pitfa...

Ngày tải lên: 21/06/2014, 21:20

... 237, 287 Brand Evaluation 123 –24 Brand extensions 84, 287 Brand functions 8, 43, 45, 46, 47, 285 Brand hierarchy 74, 78 Brand history 50 Brand identity 94 Brand image 53, 93, 111 Brand imagery ... Brand judgment 184 Brand juvenation 197 Brand knowledge 160, 166, 279 Brand leadership 159, 321 Brand leadership 163 Brand length 77, 91 Brand loyalty 1, 53, 70, 73,...

Ngày tải lên: 21/06/2014, 21:20

... combination of specialized services in recruit- ment software, recruitment process management, education and training, and management expertise. Specialized recruitment software for the in-house development ... Recruiters’ perspectives E-Recruiting Source Advantages Disadvantages Sample Participants General-Purpose Job Board Brand recognition; E- recruiting experience; High traffic; I...

Ngày tải lên: 26/01/2014, 17:20