... Questions 98 BRAND FOCUS 2.0: The Marketing Advantages of Strong Brands 98 Notes 100 Chapter Brand Resonance and theBrand Value Chain Preview 107 Building a Strong Brand: TheFourStepsofBrandBuilding ... be branded and identify some strong brands The chapter concludes with an introduction to the concept ofbrand equity and the strategic brand management process Brand Focus 1.0 at the end ofthe ... some ofthe historical origins of branding WHAT IS A BRAND? Branding has been around for centuries as a means to distinguish the goods of one producer from those of another In fact, the word brand...
... indicate the importance of these four dimensions ofbrand equity (brand awareness, brand loyalty brand image, perceived quality) on consumer perceptions of a brand and to find out which among them ... understanding ofthe research topic Therefore, the most suitable method in this case, were the aim of our thesis is to indicate the importance of customer based -brand equity on consumer perceptions ofbrand ... THE STUDY The thesis consists of five chapters The first chapter is the introductory part of this research and it talks about the objectives ofthe study and definition of key words The second...
... CBBE if the consumer reacts more favorably to the marketing ofthebrand than they to an unknown or fictitious version ofthe product or service in the same context On the other side, a brand is ... economy To confirm the applicability ofthe model, this study will determine the contribution of each ofthebrand associations to the customer’s brand evaluations and ultimately to the loyalty that ... which on the one hand results in an effective continuation and extension ofthe business partnership, and on the other hand in a recommendation ofthe supplier, the brand, the product or the services...
... the domestic and aboard market in the future That is the reason why some people said that brand equity is the money, the profit of enterprises According to the report about The situation ofbuilding ... in the marketplace Some brands are largely unknown to most buyers Other brands have a high degree of consumer brand awareness Still others enjoy brand preference- buyers select them over the others ... can aware the brand, it is only at theBrand recognition in theBrand Awareness Hierarchy In short, through the three charts, the Viet A brand equity can be evaluated as the second to the best...
... the importance of brands in terms ofthe customer Customer-based brand equity is defined as the effect ofbrand knowledge on the customer’s response to the marketing activities ofthebrandFour ... Brand Loyalty +H2 +H3 Brand Image The second research question addresses the issue of whether there is the difference ofbrand awareness, perceived quality, brand image and brand loyalty ofbrand ... wouldn’t hold the image ofthebrand Therefore, the positive image of a brand in customers’ perceptions is a necessary condition leading to good feelings toward thebrand On the other hand, brand image...
... 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 gì? ... 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 ... 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 Xây...
... object lesson of this kind, and yet, because they are ignorant ofthe history of their own trade even, they still firmly believe, as their fathers did before them, that it is against their best ... results from the substitution of scientific for rule -of- thumb methods in even the smallest details ofthe work of every trade The enormous saving of time and therefore increase in the output which ... improvement, whether it be the invention of a new machine or the introduction of a better method, which results in increasing the productive capacity ofthe men in the trade and cheapening the costs,...
... essence ofthe whole system The fourth of these elements, "an almost equal division ofthe responsibility between the management and the workmen," requires further explanation The philosophy ofthe ... on the part ofthe men, the managers assume new burdens, new duties, and responsibilities never dreamed of in the past The managers assume, for instance, the burden of gathering together all of ... description of three ofthefour elements which constitute the essence of scientific management: first, the careful selection ofthe workman, and, second and third, the method of first inducing and then...
... strategic intent The distrust engendered by the pursuit of these policies has resulted in each side viewing the other as a potential enemy Because ofthe potential for armed conflict between the United ... PLA The next chapter reviews the historical context of U.S.-China security cooperation from 1971 to the present and offers a short analysis ofthe difficulties inherent in the relationship The ... helicopters.”24 Whereas the normalization of relations in 1979 led to the development of full state-to-state relations, including the posting of attachés and officer exchanges, the sale of military equipment...
... However, the overall findings would remain the same qualitatively This research was sponsored by the Commander of AMC and the Deputy Assistant Secretary ofthe Air Force for Energy, Office ofthe ... in offices throughout the Air Force, including the system program offices for the C-5, C-17, KC-135, C-130 AMP, and C-130J; ESC/HBAI; the Air Force Flight Standards Agency; the Office ofthe ... to the timing ofthe conflict, since there is temporal variation in the implementation of each mandate and the compliance status of each aircraft in the fleet We then translated the degraded effectiveness...
... address the communities' needs Despite having no operating budget for much ofthe program, 10 ofthe 11 participating health units were able to achieve most of their goals In the process, the program ... health managers The goal ofthe Leadership Dialogue was to develop a sense of ownership ofthe program by provincial, district, and health unit managers The dialogue also allowed the program implementers ... What also improved was the confidence ofthe population in the work ofthe health units." http://www.human-resources-health.com/content/6/1/14 promoted the efficient use of critical resources...
... thị đến người tiêu dùng sau cho phép họ “ anticipated, personal and relevant” “At the heart ofthe great brand is invariably a great product” Sự hình thành quan điểm người tiêu dùng chất ... marketing, để tối đa hoá việc tạo dựng vốn thương hiệu (brand equity) Nền kinh tế số hóa internet Loại bỏ trung gian tái lập trung gian Tùy biến theo yêu cầu khách hàng Hội tụ công nghiệp Khách ... lẻ ảnh 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 toán tiền cho...
... portfolio of brands for strategic reasons The value ofthe brands individually not equal the value ofthe brands as a whole A method of valuing a portfolio of brands would be to value thebrand in ... option The value ofthebrand is the value ofthe underlying asset, and the cost of developing thebrand is the exercise price This method may be useful in calculating the potential value of line ... estimate ofthe rate that the awareness decreases is taken and one values the additional margin from thebrand at each interval is valued The sum ofthe profit will equal the value ofthe existing...
... thương hiệu C OMP AN Y L OGO I SECONDARY SOURCES OFBRAND KNOWLEDGE INGREDINTS COMPANY ALLIANCES ECTENSIONS OTHER BRANDS EMPLOYERS PEOPLE BRAND COUNTRY OF ORIGIN PLACES CHANNELS ENDORSERS THINGS EVENTS ... ENDORSEMENTS II UNDERSTANDING TRANSFER OFBRAND KNOWLEDGE AWARENESS AWARENESS ATTRIBUTES BENEFITS IMAGES BRAND THOUGHTS FEELINGS ATTRIBUTES T R A N S F E R BENEFITS MAGES OTHER ENTITY THOUGHTS FEELINGS ... thương hiệu khác có Ba lựa chọn xây dựng thương hiệu tồn sản phẩm mới: 1 Tạo thương hiệu 2 Làm theo sửa đổi thương hiệu có 3 Kết hợp thương hiệu thương hiệu 1 CÔNG TY (TT) 2002 HP liên kết...
... Âm nhạc Bao gói Chọn tên thương hiệu Yếu tố quan trọng nắm bắt chủ đề trung tâm hay liên tưởng then chốt sản phẩm 6 tiêu chuẩn chọn tên thương hiệu: Dễ ghi nhớ Có ý nghĩa (liên tưởng mạnh ... Chọn tên thương hiệu Phân loại tên thương hiệu (Landor): I.Mô tả (Descriptive) Mô tả nhiệm vụ theo nghĩa đen Ví dụ: Singapore Airlines, Global Crossing II Khuyến nghị (Suggestive) Khuyến nghị ... tối đa hoá mục tiêu marketing gắn thương hiệu, đăng kí quyền Tiến trình đặt tên thương hiệu (Interbrand) Hướng dẫn dự án Báo cáo chiến lược đặt tên Tổ chức nhóm làm việc Đầu vào khách hàng: phê...