Learning Objectives 2.1 Define customer-based brand equity 2.2 Outline the sources and outcomes of customer based brand equity 2.3 Identify the four components of brand positioning 2.4 Describe the guidelines in developing a good brand positioning 2.5 Explain brand mantras and how they should be ...
+ Brand Attributes Brand Attributes Brand activation – Brand activation – Brand Brand touch point Brand Brand touch point Communication Communication Promotion strategy Promotion strategy + Brand Attributes + Brand attributes Tangible product features inherent in brand experience Ex : product at Point of purchase - supporting environment that coherence ...
Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy? ESPN: A Strong Brand Steps in Strategic Brand Management • Identifying and establishing ...
Objectives 1. To explain the value of branding 2. To understand brand loyalty 3. To analyze the major components of brand equity 4. To recognize the types of brands and their benefits 5. To understand competitions BRAND IS NOT JUST A PRODUCT BRAND IS NOT JUST A LOGO NOR IDENTITY ...
Brand Awareness... Daya ingat dari pengguna tentang produk/karya/jasa kita. Dimensi yang mempengaruhi brand awareness : 1. logo, 2. gambar, 3. slogan 4. Kemudahan dlm mengingat nama merek Semakin banyak yang mengingat maka semakin tinggi volume penjualan Tingkatan Brand Awareness... 1. Unaware of brand (tidak menyadari merek) Pengguna/ konsumen tidak menyadari ...
Brand Building and Special Purpose Advertising Brand Building: Communication Process,A IDA, Role of advertising in developing Brand Image, Brand Equity, and managing Brand Crisis. Special purpose Advertising: Rural Advertising, Political Advertising, AdvocacyAdvertising, Corporate Image Advertising, Green Advertising Trends in Advertising: Media,Ad.spendings, Execution of Ad. Module 4.1 ...
Celebrity endorsements and brand equity Celebrity endorsements represent approximately 15% of advertisements Advertisers imbue the endorsed brands with desirable associations Endorsements effects largely explained by endorser credibility Research into the effects of celebrity endorsers on brand equity remains limited First objective: empirically assess the impact of celebrity endorsements on consumer-based ...
Chapter learning aims To enhance your understanding of: • the need for clear marketing performance indicators • approaches for evaluating the effectiveness of promotions • consumer-based brand equity as an indicator of branding performance over time Key terms Performance measurement • Evaluation of the extent to which an objective has ...
Havmor : History and Backround 01 Founded in 1944, Karachi by Satish Chona Shifted to Ahmedabad, Gujarat 02 after partition. Currently, spread over 14 cities 03 with 160 flavours Major competitors: Amul, Vadilal, Kwality Walls, 04 Mother Diary 05 Major Weakness: No Advertisement Challenges: Competition, Cost 06 Optimization, Brand Expansion ...
Sasaran Kompetensi • Mahasiswa mampu mengintegrasikan keterampilan merancang merek dalam peminatran profesi desain grafis. • Mahasiswa memahami gambaran lingkup pekerjaan profesional dalam merancang sebuah merek. • Mahasiswa mampu merancang sebuah mereak sesuai dengan metode perancangan yang baik dan benar. • Mahasiswa mampu merancang sebuah proposal mereke kepada berbagai pihak terkait ...
Corporate Image, Product Positioning and Brand Equity • TRUST and RELATIONSHIPS are the bulwark of any enterprise, be it big or small, with a global or local ambit, having a traditional or modern management style, high tech or low tech, leader or follower, and irrespective of it being a part ...
• The Pepsi Challenge was conducted with the use of neuromarketing, which is a specific application of the field of brand research called neuroscience. • In the new-fangled Pepsi Challenge, the reward center of the brain revealed a much stronger preference for Pepsi versus Coke when study participants were unaware ...
OUTLINE Introductions Course Overview: outline, assignments, site Advertising and Integrated Brand Promotion What is Advertising? Definitions? Advertising a Communication Process Audiences Brand Promotion Brand Loyalty Brand Equity Inelasticity of Demand Types of Advertising From Ads to IMC to IBP Introductions - Instructor Duane Weaver B.Comm., M.D.E., IESNA ...
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