Brand Management Waldemar Pfoertsch 14 potx

... 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 ... 264, 280 Brand portfolio management 188 Brand positioning 86 Brand potential 52 Brand power 50–59, 133, 165, 166 Brand preferences 53 Brand promise IX, 5, 44, 53, 71, 1...

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

... 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 ... Rated Brand in Less than a Decade,” The Advertiser (October 2002). 19 Cameron Dart, “Brands Are Alive!” brandspa (February 2002), p. 14. 20 Robert Berner and David Kiley, “Glob...

Ngày tải lên: 21/06/2014, 21:20

... 100% Brand A 5 15 4.2% 5.6% Brand B 15 15 12.5% 5.6% Brand C 3 7 2.5% 2.6% Brand Unit Shares 4% 13% 3% 80% Brand A Brand B Brand C All other Brand Dollar Shares 6% 6% 3% 85% Brand A Brand B Brand ... Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role What is a Brand Management? What is a Brand Management?  Brand...

Ngày tải lên: 11/03/2014, 06:21

... 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