... learn: • The role of brands, the concept of brand equity, and theadvantagesof creating strongbrands • The three main ways to build brand equity by properly choosing brand elements, designing marketing ... improve marketing and branding strategies His research has been published in three ofthe major marketing journals the Journal of Marketing, the Journal ofMarketing Research, and the Journal of Consumer ... scores ofmarketing executives around the world The success ofthe text is in large part due to the help and support of others whom I would like to acknowledge and thank The Pearson team on the...
... 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 ... 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 of brand ... response rate of 64% The other 36 questionnaires were incomplete as respondent did not answers most ofthe questions due to the fact that most of them said they did not take note of that particular...
... positive CBBE if the consumer reacts more favorably to themarketingofthe brand than they to an unknown or fictitious version ofthe product or service in the same context On the other side, a ... provided as the rationale for this study An introduction to the methodology to be used and the scope ofthe study is also addressed in this chapter At the end ofthe chapter, the structure of this ... judges the value of a brand based on the benefit that they intentionally expected or the trade-off that they receive for what they give According to Martensen and Grønholdt (2004) there exists a strong...
... the chart show, 80 percent ofthe customer will be willing to use the Viet A products again if the next purchase, they can get the special promotion The other thinks that they will consider the ... arranged in the order of their demands These criteria are also the concern of Viet A Company at the present According to the figures, the factors which related to product quality are placed on the top, ... should remain the comparative pricing It is an advantage for the company to compare to other strongbrands Moreover, the price should be stability at the position of second to the best in the Vietnamese...
... of respondents 58 Figure 4 The first stage ofthe assessment ofthe construct measurement scales 63 Figure The revised model ofthe relationship between brand loyalty and the other ... insights into how brands endow value to the customers and the firm (Balaji 2009) Therefore the understanding about the extent ofthe contribution of each dimension to the brand equity of some industry ... decomposing the value of intangible assets, which is one ofthe components ofthe market value ofthe firm along with tangible assets, brand equity was estimated based on the financial market value of the...
... cấp cần tạo Lựa chọn chiến thuật marketing đa dạng liên quan đến công cụ truyền thông Cân nhắc hiệu ứng marketing tác động đến hoạt động marketing tương lai Theo dõi biến đổi cấu trúc nhận thức ... thuộc Xây dựng chương trình marketing hỗ trợ Sử dụng liên tưởng thứ cấp (secondary associations) LÀM SAO ĐỂ XÂY DỰNG CBBE? LIÊN TƯỞNG THỨ CẤP Nguồn: P Kotler & K Keller; Marketing Management, 14 ... yếu tố khác hoạt động marketing doanh nghiệp 3 CÁCH THỨC NÀO ĐỂ ĐO LƯỜNG CBBE? Cấu trúc Đo lường Mục tiêu đo lường Nhận điện thương hiệu dựa vào danh mục Nắm bắt điểm “TOP OF MIND” sản phẩm loại...
... 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 ... out ofthe question And this because the philosophy ofthe old management puts the entire responsibility upon the workmen, while the philosophy ofthe new places a great part of it upon the management...
... 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...
... desire for personalization) Marketing kinh nghiệm (experiential marketing) Marketing khách hàng cá nhân (one-to-one marketing) Marketing phép (permission marketing) Marketing kinh nghiệm Kết ... thoại Tùy chỉnh sản phẩm dịch vụ Marketing phép tiếp thị đến người tiêu dùng sau cho phép họ “ anticipated, personal and relevant” “At the heart ofthe great brand is invariably a great ... Các nỗ lực xây dựng thương hiệu Các hoạt động Marketing Sản phẩm Các nỗ lực xây dựng thương hiệu Các hoạt động Marketing Biểu cá nhân (expression of individual) Mong muốn người tiêu dùng dành...
... portfolio ofbrands for strategic reasons The value ofthebrands individually not equal the value ofthebrands as a whole A method of valuing a portfolio ofbrands would be to value the brand ... based on the financial market estimates of profits attributable to brandsThe co-dependency ofthemarketing and accounting professions in providing joint assessments ofthe valuation ofbrands ... option The value ofthe brand is the value ofthe underlying asset, and the cost of developing the brand is the exercise price This method may be useful in calculating the potential value of line...
... thương hiệu C OMP AN Y L OGO I SECONDARY SOURCES OF BRAND KNOWLEDGE INGREDINTS COMPANY ALLIANCES ECTENSIONS OTHER BRANDS EMPLOYERS PEOPLE BRAND COUNTRY OF ORIGIN PLACES CHANNELS ENDORSERS THINGS EVENTS ... ENDORSEMENTS II UNDERSTANDING TRANSFER OF BRAND 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 ... hiệu công ty mối tương quan với sản phẩm, thương hiệu khác • Hiểu vai trò thương hiệu chương trình marketing tổng thể, mô tả sâu sắc thị trường mục tiêu Tiến trình đặt tên thương hiệu (2) Phát triển...