making sense out of brand scents

... Customer-Based Brand Equity 67 68 Defining Customer-Based Brand Equity Brand Equity as a Bridge 70 68 Making a Brand Strong: Brand Knowledge 71 THE SCIENCE OF BRANDING 2-1: Brand Critics Sources of Brand ... Brand Salience 107 Brand Performance 111 Brand Imagery 113 106 107 97 CONTENTS THE SCIENCE OF BRANDING 3-1: Luxury Branding 11 114 Brand Judgments 117 Brand Feelings 118 Brand Resonance 120 BRANDING ... Positioning 93 Defining a Brand Mantra Brand Mantras 93 93 BRANDING BRIEF 2-2: Nike Brand Mantra 94 BRANDING BRIEF 2-3: Disney Brand Mantra 95 THE SCIENCE OF BRANDING 2-2: Branding Inside the Organization...

Ngày tải lên: 24/09/2015, 23:21

Ngày tải lên: 04/10/2012, 10:24

Ngày tải lên: 04/10/2012, 10:24

Ngày tải lên: 04/10/2012, 10:24

... annual attendance of less than 300,000; this year we’ll hit million In 1992, the company lost about $1 million on gross revenues of about $9 million; this year we’ll have about $6 million in ... great brands can go out of business Nobody’s safe these days I’ve been very fortunate to have a great team around me As the business prospered, I was able to buy out all Bringing a Dying Brand ... people through my business ties over the years, and they attended the off-site meeting out of friendship and an interest in the fate of the organization We started dreaming and asking ourselves, What...

Ngày tải lên: 24/10/2013, 08:20

... visible in the output from the show flash command Question Which description is true about the show login command output displayed in the exhibit? Router# show login A default login delay of seconds ... implement Question On the basis of the Cisco IOS Zone-Based Policy Firewall, by default, which three types of traffic are permitted by the router when some interfaces of the routers are assigned to a ... of the frame is forwarded out all switch ports other than the port the frame was received on Question 12 What is the purpose of the secure boot-config global configuration? takes a snapshot of...

Ngày tải lên: 29/10/2013, 00:50

... add a static route on NYROUTE with the target of BOSROUTE1 Note that the ping from NYROUTE1 to BOSROUTE1 only shows that BOSROUTE1 is up and running, not that the routing table on NYROUTE1 is correct ... Explanation: The Tracing route exhibit shows LONROUTE1 is trying to use NYROUTE1 to reach BOSROUTE1 Put the trace go no further than NYROUTE1 It is clear that routing stops at NYROUTE1 One possible ... is at NYROUT1 at the New York office, not at the London office C: The problem is the routing table on NYROUT1 at the New York office, not at LONROUTE1 at the London office D: We most configure...

Ngày tải lên: 10/12/2013, 14:16

... 中,并修改密码.如下: Router#copy start run Router#conf t Router(config)#enable secret noko 把 configuration register 的值还原,并保存,如下: Router(config)#config-register 0x2102 Router(config)#^Z Router#copy run ... 可以通过修改 configuration register 的值来决定 router 的启动和运行方式.在全局配置模式下 使用 config-register 的命令.修改值为 0x101,注意输出内容,如下: Router(config)#config-register 0x101 Router(config)#^Z Router#sh ver (略) Configuration register ... System Bootstrap, Version 11.0(10c), SOFTWARE (略) Abort at 0x1098FEC (PC) >o (略) >0x2142 重新启动,输入 I,如下: >I 接下来的步骤和 2600 系列一样,如下: Router#copy start run Router#conf t Router(config)#enable secret noko...

Ngày tải lên: 10/12/2013, 16:15

... photocopying, recording, or otherwise), or for any purpose, without the express written permission of Microsoft Corporation Microsoft may have patents, patent applications, trademarks, copyrights, ... Microsoft, MS-DOS, Windows, and Windows NT are listed first, followed by all other Microsoft trademarks listed in alphabetical order > are either registered trademarks or trademarks of Microsoft ... Microsoft® Windows® 2000 Network Environment iii Contents Introduction Course Materials Prerequisites Course Outline Setup Microsoft Official...

Ngày tải lên: 21/12/2013, 06:16

... khách hàng Brand Platform(Nền thương hiệu): Bao gồm nhân tố yếu sau đây:  Brand Vision (Tầm nhìn thương hiệu): Những hiểu biết mang tính dẫn dắt khách hàng vào giới thương hiệu  Brand Mission ... chất thương hiệu- đặc điểm đặc tính thương hiệu  Brand Tone of Voice (Tiếng nói thương hiệu): Cách thức mà thương hiệu truyền đạt tới người nghe Brand Positioning (Định vị thương hiệu): Việc xác ... đối thủ cạnh tranh trực tiếp khác Brand Earnings(Thu nhập từ thương hiệu): Đó dòng tiền hay nguồn thu nhập mà người ta tin thương hiệu đem lại cho công ty sở hữu Brand Equity(Tài sản thương hiệu):...

Ngày tải lên: 24/12/2013, 19:15

... Subset of the Subset of the Attributes of All Attributes of All Objects Objects To illustrate the functions of the global catalog Lead-in Domain Domain The global catalog contains a subset of the ... Microsoft, MS-DOS, Windows, and Windows NT are listed first, followed by all other Microsoft trademarks listed in alphabetical order > are either registered trademarks or trademarks of Microsoft ... Describe the function of Active Directory ! Describe the logical structure of Active Directory ! Describe the physical structure of Active Directory ! Describe the methods of administering a Windows...

Ngày tải lên: 24/01/2014, 10:20

... Director Office of Eastern Europe, Russia, and Independent States International Trade Administration U.S Department of Commerce v A project of the GOOD GOVERNANCE PROGRAM of the U.S DEPARTMENT OF COMMERCE ... Enterprise Purpose and Profit Yes, profit is a cornerstone of what we do—it is a measure of our contribution and a means of self-financed growth—but it has never been the point in and of itself.The point ... Climate of Illegal Activity Persists A final legacy of central planning is a climate of illegal activity This legacy stems from the autocratic nature of the state and the unaccountability of its officials...

Ngày tải lên: 18/02/2014, 00:20

... what you said about that last project being a waste of time, and I think you may have had a point 28 Getting Results Is All About You Jeff: About what? Coach: We waste a lot of time around here ... about individuals in order to know what incentives, concerns and actions will inspire them Confidentiality — an ability to protect the information of all team interactions and cause a sense of ... their attempts to open revealing lines of communication Example Coach: So you and Jim feel good about making this deadline, Mary? Mary: We’ve done it dozens of times Coach: I just want to make sure...

Ngày tải lên: 21/02/2014, 16:20

... duration of event attendance, or the level of event involvement of spectators Strikingly, these assumed factors of sponsorship success are to a large degree outside the direct sphere of influence of ... observed techniques for the design of event site brand presences 115 Table 12: Brand strength of selected snacks/sweets brand in percent relative to the strongest brand in Switzerland Source: AY&R ... Characteristics of Event Sponsorships .38 2.2.3 Audiences of Event Sponsorships .40 2.2.4 Role of the Media 42 Brands and Brand Equity 43 2.3.1 What Is a Brand? ...

Ngày tải lên: 07/03/2014, 10:20

... decision making through a good understanding of risks – their causes, likelihood, impact, timing, and the choice of responses to them Management of risk is a continual activity, performed throughout ... the method, is in the public domain, offering non-proprietary best-practice guidance on project management PRINCE2 is a registered trademark of the Office of Government Commerce (OGC) What makes ... step running in parallel because the findings of any of the other steps may need to be communicated prior to the completion of the overall process All of the steps are iterative in nature in that...

Ngày tải lên: 18/03/2014, 23:12

... fans • Communicate more effectively with users about your brand • Learn more about what users think of your brand Once you have a list of goals, you can begin to identify the best people to help ... goal should be to stay abreast of what users are saying about your brand, and to begin to look for ways to join the conversation in a useful way Social marketing software can be useful in this ... influential blogs and Twitter users in those fields • By brand: Companies with multiple brands should assign dedicated social media team members to those brands • By competitor: Companies should monitor...

Ngày tải lên: 25/03/2014, 14:22

... counteroffer, his opposer, instead of touching his nose, moved up toward the edge of the chair A settlement followed In a postmortem of what had happened, he made notes of the significance of this ... to Page 37 of 106 offers or counteroffers He found that in almost every instance when his opposer had touched his nose the gesture preceded or followed an offer or counteroffer A word of warning ... controversial of all the areas of nonverbal communication is facial expression, as this is the most readily observed group of gestures We focus our eyes on the face more often than on any other part of...

Ngày tải lên: 12/04/2014, 00:29

... counteroffer, his opposer, instead of touching his nose, moved up toward the edge of the chair A settlement followed In a postmortem of what had happened, he made notes of the significance of this ... admonishing him Noticing the nonverbal implications of the client’s gestures, he let his client talk it out of his system Only after this did the lawyer offer professional advice on how to handle the difficult ... controversial of all the areas of nonverbal communication is facial expression, as this is the most readily observed group of gestures We focus our eyes on the face more often than on any other part of...

Ngày tải lên: 12/06/2014, 17:15

... salesperson, never say anything negative about another salesperson on your team Too many sales managers will talk about other salespeople when they are working with one of the team members If you this, ... wonder what you’re saying about them to the others on the team The only time it’s appropriate to talk about another salesperson is when you want to share something positive about them Fourth Step: ... positions in a company have the privilege of interacting with as many people both inside the company and outside the company Use your position wisely and at the end of each day, ask yourself these questions...

Ngày tải lên: 28/06/2014, 04:20

... number of tests is related to the ratio of profit uncertainty (e.g standard deviation of the profit distribution) to the cost per concept test Further, they show that the nature of upside profit ... utility of a product is simply the sum of the uniattributed utilities of each of the attributes If the attributes are specified by discrete levels as in Figure 11, then the utility of each of the ... 33% Strategy 0.32 30% Protocol 0.34 19 70% Proficiency of technical activities Proficiency of marketing activities 0.28 0.33 18 18 67% 67% Proficiency of pre-development Top management support/skill...

Ngày tải lên: 28/06/2014, 10:20