... | |Objectives |Drive and build awareness of abandon dogs through national TV spots | | |Sought Donations and volunteers to support animal shelters and breed rescue organizations. | | |2008, The company have set additional objectives besides the above mentioned : | | |Raise $1 million for the Pedigree Adoption Drive Foundation | | |Increase unaided brand awareness by 2.2% and purchase intent by 3.5% during The Pedigree Adoption Drive period. | |Tools / Media Used |TV commercials portraying the situation of abandon dogs in the country, real life stories of shelter dogs were | | |shown through national TV spots. | | |Prints were run with the same information to enhance the message. | |Descriptions/Execution |Pedigree Adoption Drive used TV commercials and Prints to build awareness of abandon dogs in 2006. With the | | |success, the...
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...Green Deo A Natural Deodorant Body Spray Developing a new brand Green Deo Course: Brand Management (MKT-416) Prepared for Md. Mahmud Zubayer Assistant Professor Department of Business Administration East West University Prepared by Name ID Section Razoanul Amin Talukder 2005-2-10-207 3 Md. Tanbirul Mahmud 2005-2-10-223 3 Khandaker Muradul Haque 2005-2-10-156 2 Md. Reaj Mahmud 2005-1-10-114 3 Mamun 2005-2-10-258 3 Date of Submission: 20 December 2009 10 November 2009 To whom may it concern I am approving that (1) Razoanul Amin Talukder, Id: 2005-2-10-207 ; (2) Md. Tanbirul Mahmud, Id: 2005-2-10-223 ; (3) Khandaker Muradul Haque, Id: 2005-2-10-156 ; (4) Md. Reaj Mahmud, Id: 2005-1-10-114 and (5) Mamun, Id: 2005-2-10- are the students of East West University and they have assigned to prepare a report on “Developing a new brand of Green Deo.”. For this reason they need to collect relevant data, information and things that will help them to prepare their report properly. This report is entirely for education purpose and the information will be provided by you will not be publish in anywhere. So your helpful support will be highly appreciable. Thank you...
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...Kathon MWX, in order to exploit an untapped portion (reservoir capacity under 1,000 gallons) of the biocide market. Even with limited competition within this segment, Kathon MWX has not been able to produce its annual target revenues, only capitalizing on roughly 6% of said target in a 5 month period. Large-scale distributors, who exhibit the most buyer power and influence over end customers in the industry, threaten manufacturer brand equity by relabeling all biocide maintenance products under their own brands. Even though Rohm & Haas does not allow distributors to change the label on Kathon MWX, the lack of end customer awareness for the manufacturer brands has detrimentally limited sales due to precedent relabeling habits in the industry. Rohm & Haas can achieve and possibly surpass its sales targets in the short-term by increasing price and incentivizing distributors with higher margins, and in the longer term by strengthening sales channel relationships with industrial supply houses and machine tool shops, as well as mitigating risk of brand cannibalization of other products by relabeling Kathon MWX. Analysis Kathon MWX At the end of December 1983, Rohm and Haas introduced Kathon MWX, a biocide, which is specifically geared toward smaller, individual tanks. Research shows that in best case scenario, Kathon MWX can save an end user up to 54% of annual cost when used. (See exhibit 1). However, despite Kathon MWX’s high quality and relatively low price, Rohm & Haas has...
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...C H A P T E R 1 The Importance of Brands PEOPLE OFTEN ASK me, ‘‘What is brand equity?’’ There are many ways to answer this. Some say it’s everything associated with the brand that adds to or subtracts from the value it provides to a product or service. Others emphasize the financial value of the brand asset. Still others stress the consumer loyalty or price premium generated by brand equity. Some even talk about the permission and flexibility a brand gives an organization to extend into new product and service categories. While all of these are very important parts of brand equity, I think the following story best illustrates what brand equity is. Imagine you are having lunch with a long-time and very good friend. Several times throughout the lunch, she makes disparaging and sarcastic remarks that make you feel bad. You think to yourself, ‘‘This just isn’t like her. She must be having a bad day.’’ You meet with her again a week or two later, and again she acts ornery and negative. You think to yourself, ‘‘Something must be going on in her life that she’s really struggling with. Maybe she is having difficulties with her job or her health or her marriage or her children.’’ You may even ask her if everything is all right. She snaps back, ‘‘Of course it is.’’ Your interaction with her continues in this vein over the next couple of months. You continue to try to be supportive, but she’s definitely getting on your nerves. After many meetings and much interaction...
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...Annals of Tourism Research, Vol. 38, No. 3, pp. 1009–1030, 2011 0160-7383/$ - see front matter Ó 2011 Elsevier Ltd. All rights reserved. Printed in Great Britain www.elsevier.com/locate/atoures doi:10.1016/j.annals.2011.01.015 BRAND EQUITY, BRAND LOYALTY AND CONSUMER SATISFACTION Janghyeon Nam Kyungnam University, South Korea Yuksel Ekinci Georgina Whyatt Oxford Brookes University, UK Abstract: This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction. Keywords: brand equity, customer satisfaction, brand loyalty. Ó 2011 Elsevier Ltd. All rights reserved. INTRODUCTION Consumer satisfaction is essential to long-term business success, and one of the most frequently researched topics in marketing (e.g., Jones & Suh, 2000; Pappu & Quester, 2006). Because consumer satisfaction...
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... P. (2002). Advanced Brand Management. Culture Insight Strategy, P1-78. • In the early days of mass production, most of marketers failed because they didn’t know what consumers needed and then produce products that they thought the public needed. As time passed, marketers soon learned that they should care more about what customers had in mind; therefore, the whole world has now become brand-conscious. Pg 12 • If we want achieve spectacular financial results from brand, we should created, developed, and managed it well. There is difference between brand value and brand equity in terminology; however, it appears that there is a connection between them. On the other hand, in order to latest profitable in market, marketer should strengthen the relationship of the brand with consumer, and then drive the business forward and build brand value. Pg 14 • Brand management should start with strategy which gives focus and direction to brand management, and provides the platform that enables brand managers to gain consistency in all their brand-related activities. Pg 18 • Consumer insight is the gateway to understanding people’s rational and emotional behaviors, and there is no doubt that brand strategies that are built on emotion. The emotional brand relationship process is: Awareness->Information->Respect->Trust->Loyalty. Probably one of the most successful ways to build and emotional brand strategy is to create a personality for brand, develop an attitude toward...
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...DT343-3 Module assessment – Academic Year 2013 – 2014 Lecturer: John Mc Govern Due: 12th December, 2013 Words: 1518 Definition According to Quality Logo Products, branding is the “process of using a word or an image to identify a company or its products”. This is what set apart competitors and helps consumers to remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer. Branding is cannot be only considered as just a logo or a product anymore: it is becoming a promised quality and reputation, a whole service behind and includes everything about a company. Promoting the branding In the fast-paced world we know today with the internet revolution 15 years ago and more recently the social media, it is more important than ever to promote recognition of a product or service. If a company is remembered as a quality provider, then you will be encouraging repeat business. Branding is a way to promote this recognition because people tend to adhere to familiarity, being afraid of constant newness and innovations. If consumers recognize a brand that they have previously used and they remember being satisfied with it, they are more likely to choose it again. This is especially true in the overwhelming choice of advertising going on today. The buyer’s role According to Diamond and Pintel in their 8th edition of Retail Buying, the buyer’s role not only consists of simple purchasing, even though their...
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...DETERMINED BY CUSTOMERS IN BUYING CAR? A CASE STUDY: KOTA BHARU, KELANTAN. PREPARED BY: NOR HAZIRAH JAYA MARA (2009870852) PREPARED TO: ASSOCIATE PROF DR. HJ NIK MUHAMMAD NAZIMAN ABD. RAHMAN IS IT PRICE A KEY FACTOR THAT DETERMINED BY CUSTOMERS IN BUYING CAR? A CASE STUDY: KOTA BHARU, KELANTAN. Nor Hazirah Jaya Mara Faculty of Business Management, Universiti Teknologi MARA Kelantan 1.0 THE INTRODUCTION OF THE STUDY 1.1Background A consumer is the ultimate user of a product or service. Consumer behavior essentially refers to how and why people make the purchase decisions they do. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli that will result in increased sales and brand loyalty. There are a vast number of goods available for purchase, but consumers tend to attribute this volume to the industrial world's massive production capacity. Rather, the giant known as the marketing profession is responsible for the variety of goods on the market. The science of evaluating and influencing consumer behavior is foremost in determining which marketing efforts will be used and when. Consumers adjust purchasing behavior based on their individual needs and interpersonal factors. In order to understand these influences, the previous researchers try to ascertain what happens inside consumers' minds and to identify physical and social exterior influences on purchase decisions. On some levels, consumer choice can appear...
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...31 – 37 International Conference on Emerging Economies - Prospects and Challenges (ICEE-2012) Do brand personalities make a difference to consumers? Sheena , G. Naresh School of Management, Pondicherry University, Puducherry, India Abstract Branding means much more than just giving a brand name and signalling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. Brands are a direct result of the strategy of market segmentation and product differentiation. A brand not only merely acts on the market, but also it organises the market, driven by a vision, a calling and an apparent design of what the category should become. Numerous brands wish only to identify completely with the category of the product, thereby expecting to control it. Today, there is a proliferation of brands in the Indian market. Brands of varying shapes, sizes, texture and many other distinctive features are available based on our choice, tastes and traditions. This varying demand is evident in any brand from the car we drive to the food we take. These brands awake interests in the consumers on the basis of the personalities they hold. Every brand thus, has its own distinct personality that appears to us in a different way in different situations. Hence, it is considered imperative for the study to investigate the significance of brand personality which will be crucial for marketers in their decision making and would eventually frame itself...
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...------------------------------------------------- The Resources of the Firm 1. It is important to distinguish between the resources and the capabilities of the firm: resources are the productive assets owned by the firm; capabilities are what the firm can do. individual resources do not confer competitive advantage; they must work together to create organizational capability. It is capability that is the essence of superior performance. 2. 3. Brand names and other trademarks are a form of reputational asset: their value is in the confidence they instill in customers 4. Different approaches can be used to estimate brand value (or “brand equity”). One method takes the price premium attributable to a brand, multiplies it by the brand’s annual sales volume, 5. The firm’s human resources comprise the expertise and effort offered by employees. Like intangible resources, human resources do not appear on the firm’s balance sheet – for the simple reason that the firm does not own its employees; 6. This appraisal occurs at the hiring stage when potential employees are evaluated in relation to the requirements of their job and as part of an ongoing appraisal process of which annual employee reviews form the centerpiece. The purposes of appraisal are to assess past performance for the purposes of compensation and promotion, set future performance goals and establish employee development plans. Trends in appraisal include greater emphasis on assessing results in relation...
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...nd bubbleWall Street values brands higher than Main Street. Watch out. B 6 Spring 2009 BuBBle John Gerzema “Time destroys the speculation of men, but it confirms nature.” —Cicero, 106-143 B.C. As we leave behind 2008, the numbers are both historic and dismal. The S&P 500 declined by 38 percent, and almost 2 million jobs were lost. The median home price fell by 22 percent, while almost 7 trillion dollars in market value evaporated from the Dow Jones 5000 Index. Taxpayers funded $700 billion to bail out financial institutions, with another $17.5 billion to keep General Motors and Chrysler operating into the new year. The credit crisis intertwined virtually every economy and sector in the world, shattering consumer confidence to its lowest point in decades. The market bubbles in the S&L crisis of the 1980s, the dot-coms of the early 2000s and the home equity markets of today all exemplify the regular and recurring danger of rampant speculation, when unfettered zeal bids prices up to levels that far exceed the real value of the assets they represent. Yet bubbles are, as Shirley Bassey sings, “Just another case of history repeating.” Tulipmania. One of the first bubbles on record occurred some 400 years ago, in Holland. And the asset that perpetrated this bubble was a tulip bulb. The Dutch aristocracy had acquired a particular fondness for a type of tulip from Turkey that grew very well in the fertile lowlands of Holland. Citizens from all walks of life, from businessmen...
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...POSITIONING STRATEGY WITH A NEW IDENTITY: A case study of VIETNAM AIRLINES by Le Hong Dac A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration Examination Committee: Dr. Truong Quang (Chairman) Dr. Clemens Bechter Dr. Lalit.M.Johri Nationality: Vietnamese Previous Degree: Bachelor of Economics University of Agriculture and Forestry HoChiMinh City, Vietnam Scholarship Donor: The Government of Switzerland Asian Institute of Technology School of Management Bangkok, Thailand August 1999 Acknowledgement I wish to express my profound gratitude and great appreciation to my advisor Dr. Truong Quang for his valuable guidance, advice and encouragement throughout the research study. Special thanks are extended to the other members of the Examination Committee, Dr. Clemens Bechter and Dr.Lalit.M.Johri for taking interests and giving valuable suggestions to improve the content of this study. Deep appreciation and thanks are also extended to Mr. Luong Hoai Nam, Mr. Trinh Ngoc Thanh, Mr. Duong Tri Thanh, Mr. Mai Quoc Tuan, Mr. Nguyen Thuong Hai, Mrs. Nguyen Thi Minh Yen and Mr. Le Dinh Tuan of Vietnam Airlines Corporation for providing me the desired information and data for this research study. I fall short of words...
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...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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...The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior PANKAJ AGGARWAL* The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other’s needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory. B randing and brand-based differentiation are powerful means for creating and sustaining competitive advantage. Prior research has examined differences in how consumers perceive and evaluate brands, for example, through investigating brand equity (Keller 1993; McQueen, Foley, and Deighton 1993), brand personality (Aaker 1997; Plummer 1985) and brand extensions (Aaker and Keller 1990; Nakamoto, MacInnis, and Jung 1993). More recently, researchers have noted that consumers differ not only in how they perceive brands but also in how they relate to brands (Fournier 1998; Muniz and O’Guinn 2001). This line of research has suggested that people sometimes form rela- *Pankaj Aggarwal is an assistant professor of marketing at the Division of...
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...Brand Equity: The value put by Brand’s consumers and channel members which permit the brand to earn larger volumes and margins than it would without the brand name and which adds as differentiating factor for the brand over its competitors is defined as the brand equity. The values, consumers associate with the brand are reflected in their brand loyalty. A positive perception of the brand results in brand awareness and less marketing effort. Consumer’s perception of organization and loyalty depend on the value they put on brand which is measured in terms of brand equity which might add value. Brand equity is an intangible asset to the company. Brand Equity is important for three major reasons: 1. Brand Equity creates shareholder value 2. Brand Equity Building is a competency that can be mastered to create competitive advantage 3. Brand Equity management creates an array of growth opportunities for business. Frame work for Measuring Brand Equity: Brand Awareness: Brand awareness is key determinant in measuring brand equity. It measures the ability of customers to recognise a brand and recall the logo, symbol etc to certain associations in their memory. Apart from brand recall and recognition, brand knowledge, brand dominance, brand opinion also is included in brand awareness. Brand associations: Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes and is anything linked in memory to a brand. Associations...
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