the Philadelphia suburbs. Exelon is the largest nuclear operator in the U.S. and the 4th largest power generator (in GW) of the nation. Question & Answers Question 1: How will branding benefit Exelon power? Answer: Exelon’s plan to brand Environmentally Preferable Power (EPP) serves 2 goals: * Charge a Premium for EPP and get better margins for a superior product. * To gain incremental business outside of its traditional served markets. Branding will send a strong signal
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POSITIONING Your brand positioning is the “space” that your services and solutions occupy in the minds of your target audience. The right positioning incorporates strong values and differentiators that are important to your customers. Brand positioningis important in deciding where you want to position your brand within its category and relative to the competition. Brand Positioning permeates virtually everything we do. It is the foundation to all communications and brand strategy. It is the disciplined
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in a name? Branding: what it means to you and your customer t is quite ironic that the words ‘‘brand’’ and ‘‘branding’’ have become so widely used in the business arena over the past few decades yet so many people fail to agree on what they mean. To illustrate the point, David Haigh and Jonathan Knowles, both executives in branding, offer three of the definitions in currency: I 1. ‘‘A logo and associated visual elements.’’ This, the most focused of the definitions, sees a brand as simply
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Brand Management (MKT624) VU Lesson 1 UNDERSTANDING BRANDS – INTRODUCTION Brand management as one of the marketing functions has been around for as long as we have known professional marketing. But, it has been a part of the traditional marketing approach in which many functions of today’s brand management were performed in a spread out fashion by the marketing manager and a combination of his team members like the sales manager, the advertising and communications manager, and the marketing
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Private Labels Private label brands were traditionally defined as generic product offerings that competed with their national brand counterparts by means of a price-value proposition- first developed by Sainsbury in the U.K. in 1869 (Collins & Bone, 2008), these products often sacrificed quality to reduce costs and appealed primarily to lower-income consumers.. Often the lower priced alternative to the “real” thing, private label or store brands carried the stigma of inferior quality and therefore
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market segmentation and how it is used in target marketing. C. Describe the key factors that influence the consumer buying process. D. Discuss the three categories of organizational markets. E. Explain the definition of a product as a value package and classify goods and services. F. Describe the key considerations in the new product development process, and explain the importance of branding and packaging Explain the concept of
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| (TCOs C, H) Describe customer perceived value, total customer benefit, and total customer cost. How do the total customer benefit and the total customer cost affect the consumer’s perception? Explain. | | | | | *Customer perceived value is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. *Total customer benefit is the perceived monetary value of the bundle of economic, functional, and psychological
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Product ▪ Core benefit – What the consumer is really buying. ▪ Actual product – Includes the brand name, features, design, packaging, quality level. ▪ Augmented product – Additional services and benefits such as delivery and credit, instructions, installation, warranty, service. Core benefit:- Each level adds more customer value. The most basic level is the CORE BENEFIT which answers the question “What is the buyer really buying?” When designing the
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Review Superbrands TV Show – “Fashion” Reviewing the Superbrands TV Show about Fashion made me know about how a brand influences to our brain even just by hearing the brand name and how important the brand name for the public nowadays. People nowadays is more aware to the expensive brand and preferring to wear T-Shirts, Glasses, and etc. just because of the brand name influences in their daily life and how they get so deeply into our minds. At the beginning of the show, they show some kids that
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Q1. Discuss the reasons for the success of the Nivea brand across the world( success factors). Nivea is one of the most popular care skin brand across the world. It has been on the market since 1911. Most of consumers are convinced that Nivea is a local brand as they know it since their childhood. This fact built a loyality and trust to Nivea brand in consumers’ minds. Customers know what to expect after buying Nivea, they know that it’s not only skin care product but also an association with
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