– HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Student’s name: VU NHU QUYNH (BABAIU11308) Advisor: HO THI BICH VAN, PhD Ho Chi Minh City, Vietnam May, 2015 AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY APPROVED BY: Advisor
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Celebrity ,is a person who has distinct image in society it could be an actor ,actress, sportsmen politician etc.However its their skills ,attitude and attribute in order to convince prospects to buy the product .There are number of well known example of celebrity endorsement such as ,lux by sharukh khan,Suzuki hayate by Salman Khan ,bournvita by sachin tendulkar,revital,navratan ,horlicks ,airtel etc are few good examples of celebrity endorsements.Endorsements is a brand communication in which a celeb
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Contents What are the consideration in Brand Management? 1 1. Definition of Brand Management from various perspectives with references. 1 Brand as a logo 1 Brand as a legal instrument 1 Brand as a company 2 Brand as a shorthand 2 Brand as a risk reducer 2 Brand as an identity system 2 Brand as value system 2 Brand as a personality 3 Brand as relationship 3 Brand as adding value 3 Brand as an evolving entity 3 2. Main consideration in Brand Management. 4 The People Factor
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Does your ad present specific factual claims with clear references to reliable sources. 5. Be clear – creativity should enhance, not obscure meaning * The best creativity shows things in a fresh light but in a way that makes people go ‘Aha’ – not ‘What the…?’ - does your ad do this? * Is the central issue clearly defined, and is the importance of this issue
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‘Understanding the meaning of Product, explain using examples what is meant by each of the following: core benefits, augmented product. Explain the importance of each of these concepts in the view of the product’s marketing mix. A product meets the needs, wants and demands of a consumer., more exactly, need means a lack of a basic requirement; want means a specific requirement for products or services to match a need; demand means a set of wants plus the desire and ability to pay for the exchange
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the next step in this process. . Selective Distortion Consumers process the information they have paid attention to. Consumers assign meanings to these stimuli while interpreting them. Selective Retention Only a selection of messages is retained in the customer’s memory. These messages are in line with the consumer’s existing beliefs and attitudes. Importance of perception; Perception reduces the perceived risk associated with the purchase of an automobile. STRATEGIES Messages should be clear
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years? “Clothing disguises much of the poverty in the United States, and this may explain, in part, it is middle class image.”(Rothenberg, #186) The connection between fashion and social class is not only focused on adults but is also a big issue for kids. The issue with today’s children’s fashion affects their thinking of values, branding and social class. For children, the meaning of branding might be just one word, “cool”. How do children (from age 5-14) determine and chose their style of clothing
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simply it is a symbol, name, logo to differentiate one product from another. But it’s far more complex because it actually is a sort of shorthand for values linking the conusmer with the product. Attention: Brand value/identity does not always equal brand image (perception of the brand) Marketing mix: 4P + 3P= Product, Place, Price, Promotion + People, Physical Evidence, Process Gatekeeping: Opinion leaders influencing the target audience. They control the info flow between the producersn
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Brand mergers: examining consumers’ responses to name and logo design ´ Joana Cesar Machado Catholic University of Portugal, Porto, Portugal Leonor Vacas-de-Carvalho ´ ´ Evora University, Evora, Portugal ´ Patrıcio Costa School of Health Sciences, Minho University, Braga, Portugal, and Paulo Lencastre Catholic University of Portugal, Porto, Portugal Abstract Purpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes
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Watch Segment Growth Rate : 20% p.a. • First Company: HMT launched in 1960‟s • Titan, a TATA and TIDCO joint venture started in 1984, is currently the top player of the Indian market. • After 1992 liberalization, Timex was the first off-shore brand to step into the Indian market. • Timex was followed by Casio, Rolex, Citizen, TAG Heuer, Tissot, Omega, Swatch etc. Players IN Indian Watch Market % of Market Share 21% 6% 65% 8% Titan Swatch Timex, Citizen, Maxima, H MT and others Unorganized
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