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
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Managing the brand Even though the there has been a significant level of marketplace change within the last thirty years, the principles that involve in management have not changed. But the capacities to understand and implement the principles of companies have significantly improved. The role of the top management It is a core task of the top management to generate and maintain a culture and business atmosphere where improved understanding of the consumer is the driving force for the team
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Table of Contents Introduction 1 Background information 1 Problem analysis 2 Why is Transken Global facing a trust issue? 2 Solutions 4 Branding in an Industrial Context 4 Analysis of the Current Brand 4 Essential Brand Messages to Communicate 5 Communication Media 5 Conclusion 9 Source List 10 APPENDIX 1 12 APPENDIX 2 13 APPENDIX 3 14 APPENDIX 4 16 Introduction Every company must deal with the critical issue of attracting people to purchase its product or service
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British brand: a significant brand for the world Introduction With the development of society, self- improvement for a country becomes more and more important. A country will fall behind its competitors if it does not possess particular characteristics and strength to obtain a better developing. As one of the developed countries, Britain shows a very positive attitude to make progress. During the fore period of the London Olympics in 2012, the British Council has held a campaign since 2012
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occasion of Olympic Games in Athens, Adidas, world famous brand in the field of sport clothing has made one of the most inspiring campaigns I have ever seen. With claim “Impossible is nothing” they have placed focus on the values they wanted their products to transmit and represent. This international company adapted itself to a trend that, in an occasion such as Olympic Games are, inevitably, sees in competition not only the athletes but also the brand they wear; it is a battle led through campaigns in
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Introduction 2 II. Body 3 1. Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES
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factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly out-dated, a successful brand is timeless” (Quiston, 2004, p 345). Many brands today mean little to consumers, who have become accustomed to buying on price alone. But a new tool can help companies separate themselves from the crowd. (David Aaker).Branding has emerged as a top management priority in the last decade due to the growing realization that brands are
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An empirical test of brand extension on IMC effectiveness Natalia Alexander MKT/544 March 25, 2012 Jon Zimmerman An empirical test of brand extension on IMC effectiveness This article begins with a discussion of the airline industry in the last decade, and the failure of a number of airlines. Southwest Airline, the only U.S. airline to remain profitable in the last 15 years, has been the model that other airlines have tried to emulate. This includes startups. Established airlines such as
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Summery 1 The importance of Brand awareness in consumer buying decision and perceived risk assessment Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to affect the decision of the consumer when selecting a brand name. And also can affect the consumers perceived risk assessment and their confidence in the purchase decision
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Introduction Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based
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