Arthur Andersen. In return for its independence, Andersen Consulting had to change its name as the Andersen Consulting name was to expire December 31, 2000 the company had begun to search for a new name in advance of the arbitration decision. It was very complicated because the company had to quickly create a new name, effectively transfer equity of the old name to the new name, raise awareness of the new name globally, decisively eliminate confusion between itself and Arthur Andersen and reposition
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with expensive brand names rated the ambiguous automobile as expensive (141) automatic information processing the mental processes that occur without awareness or intention, but nevertheless influence judgments, feelings, goals, and behaviors. Minimal thought, impulse purchase contrast effect participants who were primed with inexpensive brands rated the moderately priced target (with a clearly visible brand name) as expensive, while participants who were primed with expensive brands rated the target
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products and services of value with others. Core marketing concepts: 1. Needs, wants, & demands : Needs : Basic human requirements (Air, water, food, clothing, and shelter ) Wants : Needs directed to specific objects that might satisfy the need (Shaped by society ) Demands :Wants for specific products backed by an ability to pay (Necessity to measure how many people are able buy a company’s products ) Offerings & brands Companies address customer needs through a value. Proposition: Set of benefits
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Page 1 – ASIA PACIFIC 2012 Copyright © ESOMAR 2012 “SO MANY DIFFERENT SUNS” HOW SUCCESSFUL BRANDS HIT THE CONFLUX OF AFFORDABILITY AND ASPIRATION Shobha Prasad • Sangeeta Gupta INTRODUCTION All of us are familiar with the current industry focus on emerging markets. It is also no surprise that the larger consuming population in these markets lies not at the top end, but towards the middle and lower ends of the income pyramid. This is also where marketers struggle the most – how should the
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Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding
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appropriate statistical tools to analyse our responses like ANOVA. From the study we were able to see that the majority believes the companies leverage on green marketing but awareness about green products is less. Factors like price, availability, and brand name are considered by a consumer before buying green products. The consumers feel that they are overpaying for products. At the end of the study we conclude that consumers are not overly committed to their environment and look to lay too much responsibility
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Rajinda Jayasinghe A0090911 SPLASH CORPORATION: COMPETING WITH THE BIG BRANDS “We are at war with the multinational corporations, fighting for the hearts and minds of the Filipino consumers” With these simple words, Roland Hortaleza, Chairman and CEO of Splash Holdings, provides some key insights into how he views his company’s place in the highly competitive cosmetics and toiletries market in the Philippines. An underdog success story in the truest sense of the word, the rise of the Hortaleza
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also operates the Bloomingdale’s brand which has 40 stores in 12 states in addition to also operating a fully functional e-commerce website as well for the same purpose. Macy’s Inc. is a department store comprised of a variety of name brand goods of high quality that can be categorized in a variety of different categories that contribute to the wide selection of products Macy’s sells to generate sales revenue. Macy’s products target both men and women. Brands that Macy’s department stores carry
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be summarized as a need for brand orientation. By definition, brand orientation puts the image and value of the brand at the core of all activity in order to affect more positive and effective outcomes. Currently, the HCCH name, logo, promotional materials and absence of vision statement are negatively effecting its brand orientation. From an external facing perspective, there is a lot of confusion around the organization’s name. The business operates under two names: “Health Care Center for the
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Gizaw Examiner: Eva Maaninen-Olsson Supervisor: Magnus Linderströmd Title: Factors influence consumer purchase decisions of Private Label Food Products Keywords: Private Label Brand, consumer attitudes, intention, perceptions, ICA Basic Abbreviations PLB: Private Label Brand, WOM: word of mouth Research questions: Which factors influence consumers buying decisions of low-price PLBs food products? How consumers perceive low-price PLB food product? Case study
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