balance creative and strategic thinking to create great characters

... 4-1: Updating the Disneyland Castle 159 THE SCIENCE OF BRANDING 4-2: Balance Creative and Strategic Thinking to Create Great Characters 160 BRANDING BRIEF 4-2: Benetton’s Brand Equity Management ... corporate brands, family brands, individual brands, modifiers, and how to combine them into sub-brands • How to adjust branding strategies over time and across geographic boundaries to maximize brand ... Customer-Based Brand Equity and Brand Positioning Preview 68 Customer-Based Brand Equity 67 68 Defining Customer-Based Brand Equity Brand Equity as a Bridge 70 68 Making a Brand Strong: Brand...

Ngày tải lên: 24/09/2015, 23:21

... brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/ or to that firm’s customers” Simon and ... a brand which enables them to differentiate a brand from another 2.3.4 Brand loyalty According to Aaker (1991, p39), brand loyalty is “the attachment that a customer has to a brand” Yoo and Donthun ... that brand equity can be referred to as “a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a...

Ngày tải lên: 24/09/2012, 17:19

... nghiệm mà khách hàng có sử dụng sản phẩm trước đây) Một ví dụ, khách hàng mua sản phẩm Sony họ hoàn to n tin tưởng vào chất lượng thương hiệu tiếng với chất lượng vượt trội Có khía cạnh quan trọng ... hài lòng khách hàng sử dụng sản phẩm Nếu người sử dụng xe BMW hay Mercedes họ có cảm nhận hoàn to n khác biệt, cảm thấy trở nên quan trọng cảm xúc gia tăng hài lòng người sử dụng sản phẩm Hồng...

Ngày tải lên: 25/10/2012, 10:16

... to the customer’s brand evaluations and ultimately to the loyalty that customers have with the brand from the perspective of customer- brand relationships in the Vietnamese banking industry To ... product-function Brands should create positive feelings with us – we need to feel touched emotionally” According to these authors, a brand should also create intensive and fantastic experience to the customer ... brand equity as “a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a firm and/ or that firm’s customers”...

Ngày tải lên: 06/11/2012, 15:52

... among customers Nowadays, brand equity has to be understood as brand equity based on customer or customer- based brand equity (Study of the Brand Equity Based on Customer Loyalty, Ph D Andy, 2012) ... brand and this is achieved when brand awareness and image are at high level 2.2 How to create strong brand based on Customer- based brand equity Brand equity resides in the mind of the customer, ... that a customer has to a brand It reflects to how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features Brand Awareness:...

Ngày tải lên: 24/07/2013, 15:00

... base is satisfied and loyal Moreover, loyal customers tend to provide brand exposure to new customers through “mouth to mouth” communication Thus, brand loyalty creates value to the firm by reducing ... the contribution of each dimension to brand equity allows ETCs to identify their brand’s positioning relative to competitors, to strengthen brand value, and to build up corrective marketing strategies ... quality, and brand loyalty and is defined in terms of marketing effects uniquely attributable to the brand Customerbased brand equity occurs when the customer is familiar with the brand and holds...

Ngày tải lên: 22/08/2013, 22:27

... WHAT? Customer-based brand equity (CBBE) gì? HOW Làm để xây dựng CBBE? MEASURING MANAGING Cách thức để đo lường CBBE? Quản lý CBBE nào? i Customer-based brand equity gì? CUSTOMER-BASED BRAND EQUITY ... KIẾN THỨC THƯƠNG HIỆU Viết bi iI Làm để xây dựng Customer-based brand equity? LÀM SAO ĐỂ XÂY DỰNG CBBE? Lựa chọn đặc trưng thương hiệu (brand identities) ● ● ● Sự đơn giản Đặc biệt Quen thuộc ... Khách hàng A Khách hàng B Hiệu ứng khác biệt Hoạt động marketing thương hiệu BRAND KNOWLEDGE – KIẾN THỨC THƯƠNG HIỆU Brand knowledge - Kiến thức thương hiệu khách hàng tất khách hàng nhận biết được,...

Ngày tải lên: 12/12/2013, 20:54

... two men working together To illustrate: if you and your workman have become so skilful that you and he together are making two pairs of shoes in a day, while your competitor and his workman are ... stirred, and yet hardly a voice has been raised to call attention to this vastly greater and more important subject of "soldiering," which directly and powerfully affects the wages, the prosperity, and ... of work done by each man and of his efficiency, and when each man's wages are raised as he improves, and those who fail to rise to a certain standard are discharged and a fresh supply of carefully...

Ngày tải lên: 23/12/2013, 19:15

... as once every hour, and to send a teacher to each individual who was found to be falling behind to find what was wrong, to straighten her out, and to encourage and help her to catch up There is ... pig and walk Now sit down and rest Now walk now rest," etc He worked when he was told to work, and rested when he was told to rest, and at half-past five in the afternoon had his 47 1/2 tons ... long tons per man per day We were surprised to find, after studying the matter, that a firstclass pig-iron handler ought to handle between 47(3*) and 48 long tons per day, instead of 12 1/2 tons...

Ngày tải lên: 21/01/2014, 01:20

... Sưu tầm Lanta Brand ...

Ngày tải lên: 23/01/2014, 23:20

... a strategic rationale to cooperation to form a strategic rationale, and recommends a future military relations program based on U.S and Chinese goals and the constraints placed on military -to- military ... logistics, and a trip to Sandia National Laboratory In response to the article, Representative Dana Rohrabacher stated, “It’s crazy to modernize a potential enemy’s ability to fight a war, and that’s ... and limited cooperation Communication can be conducted at the highest levels to signal strategic intent, clarify policy, and attempt to dissuade and deter China from taking actions inimical to...

Ngày tải lên: 15/03/2014, 21:20

... regions, and In this monograph, we refer to the current system standard, FANS-1/A CNS/ATM Capabilities and Mandates equipped aircraft in operation today will also be exempt from the European mandate ... European Command USAFRICOM = U.S Africa Command USCENTCOM = U.S Central Command USPACOM = U.S Pacific Command USSOUTHCOM = U.S Southern Command RAND MG1194-3.6 For each of the C-5 and C-17 modernization ... expected to grow to 52 by 2017 Figure 4.1 shows the current and projected C-5 fleet composition The Air Force plans to retire 24 C-5As by 2014,1 reducing the total fleet size to 79 All B and C models...

Ngày tải lên: 23/03/2014, 02:20

... the MOH Provincial Directorate in Nampula and MSH The Challenges Program used simple management and leadership tools to assist the health units and their communities to address health service ... district and health unit participants, and it succeeded in communicating to participants and facilitators that this program was about working in teams to achieve results ▪ Communication, coaching, and ... developing indicators to monitor performance, although by the end of the program they proudly presented simple graphs and tacked them up in the health units for patients and staff to see Publish...

Ngày tải lên: 18/06/2014, 17:20

... hưởng trực tiếp đến brand equity • Yêu cầu xúc tiến thương mại hấp dẫn thường xuyên • Bồi thường chứng khoán thương hiệu • • • • (Compensation to stock a new brand) Thanh to n tiền cho không gian ... thị đến người tiêu dùng sau cho phép họ “ anticipated, personal and relevant”  “At the heart of the great brand is invariably a great product”  Sự hình thành quan điểm người tiêu dùng chất lượng ... giá  Cảm nhận giá  Định giá để xây dựng brand equity  Cảm nhận giá người tiêu dùng  Người tiêu dùng phân hạng thương hiệu dựa vào giá  Price bands: Mức độ chấp nhận giá  Giá = chất lượng...

Ngày tải lên: 23/06/2014, 08:32

... is broken down into two components, one for the brand and the other for non-brand factors The non-brand market share is the factor of company's share of patents and research and development (R&D) ... similar brands and applies this to brands that the company owns, e.g., a company pays two times sales for a similar brand This multiple is then applied to brands that the company owns (Reilly and Schweihs, ... they understand what the brand stands for In the Young & Rubicam Brand Asset Valuator (Aaker, 1991) a distinction is made between vitality, a factor of differentiation and relevance, and stature,...

Ngày tải lên: 26/06/2014, 10:01

... BRAND KNOWLEDGE INGREDINTS COMPANY ALLIANCES ECTENSIONS OTHER BRANDS EMPLOYERS PEOPLE BRAND COUNTRY OF ORIGIN PLACES CHANNELS ENDORSERS THINGS EVENTS CAUSES THIRD-PARTY ENDORSEMENTS II UNDERSTANDING ... Dewar’s whiskey – Scotland Channel perfume – France Kikkoman soy sauce – Japan Foster’s beer – Autralia Bertolli olive oil – Italy Barilla pasta – Italy Gucci shoes and purses – Italy BMW ... Breast Cancer Crusade (bệnh ung thư)  Tới quốc gia: Một nhà sản xuất áo len New Zealand đặt tên sản phẩm "New Zealand wool“  Tới người : Buick ký hđ với Tiger Woods làm nhà bảo trợ III KHÁI QUÁT...

Ngày tải lên: 01/07/2014, 15:49

... redhat Chọn tên thương hiệu Phân loại tên thương hiệu (Landor): IV Cổ điển (Classical) Dựa tiếng Latin, Hy Lạp hay tiếng Phạn Ví dụ: Merito V Độc đoán (arbitrary) Từ thực không gắn liền với công ... swoosh, and Olympic rings) Biểu trưng & biểu tượng Nhân vật Kiểu đặc biệt biểu tượng thương hiệu (dựa đặc tính người hay sống thật) Có nhiều dạng khác nhau: người (Marilyn Monroe), vật (Tom Jerry) ... dễ phát âm (Coca-cola, Honda) - Quen thuộc có ý nghĩa (Neon, Ocean) - Độc đáo (Apple Computers, Toys ‘’R’’ Us) Chọn tên thương hiệu Tên thương hiệu phải củng cố liên tưởng lợi ích hay thuộc tính...

Ngày tải lên: 03/07/2014, 12:35