... Brand names themselves come in many different forms.3 There are brand names based on people’s names, like Estée Lauder cosmetics, Porsche automobiles, and Orville Redenbacher popcorn; names based ... of brand name strategies Some companies, like General Electric and Samsung, use their names for essentially all their products Other manufacturers assign new products individual brand names that ... that are unrelated to the company name, like Procter & Gamble’s Tide, Pampers, and Pantene product brands Retailers create their own brands based on their store name or some other means; for example,...
... brand as “a name, term, sign, symbol, design or a combination of these that identifies the makers or seller of the product or services” According to Kapferer (2004), a brand is a name that has ... brand as “a name, term, sign, symbol, design or a combination of these that identifies the makers or seller of the product or services” This definition is based on the use of a brand name, symbols ... image and name is insufficient; delivered experience is also important Schmitt (1999) recommended two ways to branding: • The brand has to be viewed as an identifier where the logo, slogan, names...
... years have seen a significant and rapid growth of the banking industry in Vietnam, especially in the growth of the Vietnamese commercial join stock banks This trend opens up abundant choices for ... relationships in the Vietnamese banking industry To serve this task, two questions need to be answered: Q1 Is the CBBE model developed by Martensen and Grønholdt (2004) applicable in the Vietnamese banking ... nurture customer-based brand equity in Vietnamese banking service? 1.5 Scope and methodology of the study 1.5.1 Scope of the study In the banking sector of Vietnam, there are four types of bank: the...
... known brand name, based on the idea that the owner of a well- known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers ... advantages is the Vietnamese name 15 Trng Thu Chi- CQ503891- Business English 50A 1.3 Viet A brand awareness Figure 4: Viet A Brand Awareness Reply to the requirements to list the brand name of plastic ... and Austdoor This result suggests that Viet A brand name has become familiar with consumers in Vietnam There is a surprise matter that brand name Austdoor was just called by people In the researchers...
... lecturers, and students in marketing and management, in Vietnam and on the world of brand equity as well as the role of loyalty in Vietnam market Finally, the present study could be a reference ... 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 The major asset categories are (a) brand name awareness, ... assets or liabilities to underline brand equity, they must be linked to the name and symbol of the brand, if the brand’s name or symbols should change, some or all of the assets or liabilities could...
... Keller; Marketing Management, 14 edition; Prentice Hall, 2012 iIi CÁCH THỨC NÀO ĐỂ ĐO LƯỜNG CBBE? CÁCH THỨC NÀO ĐỂ ĐO LƯỜNG CBBE? Cách tiếp cận gián tiếp: đo lường nguồn gốc tiềm tàng giá trị thương ... phản hồi người tiêu dùng qua yếu tố khác hoạt động marketing doanh nghiệp 3 CÁCH THỨC NÀO ĐỂ ĐO LƯỜNG CBBE? Cấutrúc Đo lường Mục tiêu đo lường Nhận điện thương hiệu dựa vào danh mục Nắm bắt ... tin liên tưởng Xác định yếu tố chủ chốt tạo khác biệt phản hồi người tiêu dùng CÁCH THỨC NÀO ĐỂ ĐO LƯỜNG CBBE? Cấutrúc Đo lường Mối quan hệ liên kết thương hiệu Tính độc - So sánh mẫu liên tưởng...
... It will be shown by a series of practical illustrations that, through this friendly cooperation, namely, through sharing equally in every day's burden, all of the great obstacles (above described)...
... final step should be taken which insures them what they most want, namely, high wages, and the employers what they most want, namely, the maximum output and best quality of work, -which means ... allowed the writer to make the only effective answer to this Vandalism on the part of the men, namely: "There will be no more accidents to the machines in this shop If any part of a machine is ... been impossible to have stood out against them He would have been called "scab" and other foul names every time he appeared on the street, his wife would have been abused, and his children would...
... into the relationship Because of the highly politicized nature of the issue, all prefer to remain nameless The author thanks James Mulvenon for his guidance in organizing the report, David Adamson, ... Harding, p 88 “Big-Computer Sale to Soviet Is Barred,” New York Times, June 24, 1977, p A3 George Lardner, Jr and Jeffrey Smith, “Intelligence Ties Endure Despite U.S.-China Strain; ‘Investment’ Is ... During meetings with the administration, Deng informed President Carter that China would attack Vietnam to punish it for a host of provocations, including its closeness with the Soviet Union and invasion...
... objectivity Modernizing the Mobility Air Force for Tomorrow’ Air Traffic s Management System Sean Bednarz, Anthony D Rosello, Shane Tierney, David Cox, Steven C Isley, Michael Kennedy, Chuck Stelzner, ... Cataloging-in-Publication Data Modernizing the mobility Air Force for tomorrow's air traffic management system / Sean Bednarz [et al.] p cm Includes bibliographical references ISBN 978-0-8330-7062-3 (pbk : alk paper) ... Airplanes, Military— United States—Maintenance and repair—Costs—Evaluation Avionics—United States I Bednarz, Sean UG1423.M65 2012 358.4'18—dc23 2012029486 The R AND Corporation is a nonprofit institution...
... Human Resources for Health 2008, 6:14 Introduction Health units in the Nampula Province of northern Mozambique are located in remote areas far from the Provincial Directorate ... environment The Program From 2003 to 2004, 11 health units- representing six health districts – in Nampula Province participated in a leadership and management development program that the health ... Challenges Program The program was implemented in partnership between the MOH Provincial Directorate in Nampula and MSH The Challenges Program used simple management and leadership tools to assist the...
... đổi cách thức phát triển chương trình tiếp thị Hội nhập cá nhân hóa nhân tố quan trọng trình xây dựng thương hiệu mạnh Các nỗ lực xây dựng thương hiệu Các hoạt động Marketing Sản phẩm Các ... chiến lược sản phẩm, giá phân phối nói riêng Cách thức thương hiệu tích hợp hữu hiệu với chương trình marketing, để tối đa hoá việc tạo dựng vốn thương hiệu (brand equity) Nền kinh ... Tìm kiếm thay đổi việc đánh giá giá trị khách hàng Đánh giá nhạy cảm giá khách hàng Xác định cấutrúc giá tối ưu Lưu ý đến phản ứng đối thủ cạnh tranh Theo dõi giá mức giao dịch Đánh giá phản...
... possible intangible assets These include marketing related assets such as trademarks, logos and brand names, and corporate identity Customer related intangible assets include customer lists and customer ... securities) of the firm The value of the intangible assets are broken down into three components, namely brand equity, value of non brand factors that reduce the firm costs such as R&D and patents, ... profits (eg regulations) The brand equity component is further broken down into two components, namely a demandenhancing component and a component that caters for diminished marketing spend due...
... việc lựa chọn kiện cách thức thiết kế chương trình nhằm liên tưởng TH 7 CÁC SỰ KIỆN CÁC NGUỒN CỦA BÊN THỨ BA Các nhà chiêu thị tạo liên tưởng thứ cấp theo nhiều cách thức khác cách liên kết thương ... thương hiệu với nguồn bên thứ ba Các nguồn bên thứ ba nguồn đặc biệt đáng tin cậy Các nhà chiêu thị sử dụng chúng chiến dịch quảng cáo nổ lực bán hàng 8 CÁC NGUỒN CỦA BÊN THỨ BA C OMP AN Y L OGO ... lược phân phối) Các thương hiệu khác (thông qua hợp tác thương hiệu) Nhân vật/ Hình ảnh (thông qua quyền) Người phát ngôn (thông qua văn kiện/tán thành) Các kiện (thông qua tài trợ) Các phần tử thứ...
... ảnh cá tính phù hợp với thị trường mục tiêu vượt thời gian Nhân vật gần gũi với thực tế, vượt qua thời gian Các nhân vật quảng cáo cho nước hoa Chanel 2004 17/11/2012 Nhân vật hoạt hình Khẩu ... tố thương hiệu Tính Your Text vệ Add bảo Tính thích nghi Add Your Text Tính dễ nhớ Add Your Text Các yếu tố Add dễ chuyển Tính Your Text đổi Add Your Text Có ý nghĩa Add Your Text Tính hấp dẫn ... điển (Classical) Dựa tiếng Latin, Hy Lạp hay tiếng Phạn Ví dụ: Merito V Độc đoán (arbitrary) Từ thực không gắn liền với công ty Ví dụ: Apple VI Kỳ lạ (Fanciful) Từ tự nghĩ ý nghĩa ràng Ví dụ:...