Yu Zhang Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company -- Case Company: VANCL Business Economics and Tourism 2012 2 ACKNOWLEDGEMENTS I would like to express sincere thanks to my supervisor Ms. Åsa Lillhannus, who encouraged me to write thesis on this topic and always welcomed my opinions. Furthermore, she used her professional knowledge to provide good suggestions for my study. I also want to give thanks to Cao Wen and He Mengdi who help me to
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Studies Expert speakers include: Monday 13th - Thursday 16th November 2006, SANA Malhoa Hotel, Lisbon, Portugal Developing a clear brand identity which differentiates your service offerings, enhances customer loyalty and optimises the lifetime value of your profitable customers Discover the key to building and maintaining a successful telecoms brand Optimise your branding strategy to differentiate your services and keep your customers loyal Understand how re-branding can strengthen your
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1. Situation Audit HSBC it’s a British Multinational bank and financial services. It’s the second larger bank in the world, with offices in 85 countries and 89 million clients. Was founded in Hong Kong and Shanghai in 1865. In 1991 started in London the new HSBC Group Holding. In 2005 HSBC held leadership in Hong Kong Market of credit cards. Credit card is very important for customer acquisition strategies. Credit cards were marketed to HSBC customers through direct mail and the retail branch
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in 1959 in United Kingdom and became an independent brand of BMW group in 1994 by SIR Alec Issigonis (BMW Group, 2009) At the beginning it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing
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include Chili-Lime Chicken Burgers, Cookie Butter (a cookie-flavored nut butter), and corn and chili salsa. Brand Recognition: Trader Joe’s is a brand that is very good at storytelling and bringing that story to life. About 90% of the items sold at Trader Joe’s are under the Trader Joe brand name. There are very few other brand names- you will hardly ever find a nationally recognized brand. Quality: “The finest quality, natural ingredients.” No artificial flavors, colors or preservatives. Image/Style/Design:
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Executive Summary This report provides an analysis of Google’s development of new strategic resources, dynamic capabilities and core competency, Analysis of competency test, Google’s competency foundation to compete in shopping related searches and the positive impacts of Google’s competencies towards its business model. Moreover, this report provides recommendations that Google are effectively able to utilise. Introduction Google, a provider of multiple products and services, with the mission
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Increasing Brand Value: A Masterclass from the World's Strongest Brands By Anastasia Kourovskaia, Vice President of Millward Brown Optimor A brand is an intangible yet powerful corporate asset. Merlin Entertainment’s recent flotation and Twitter’s IPO have both highlighted the impact of strong branding and marketing on a successful listing and a share price that soars. Like any asset, a brand needs to be understood, maintained and invested in – and by measuring a brand’s value a company can quantify
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by Durham University. Table of Contents HOMiE: Brand Presentation 3 Mission 3 Vision 3 Environmental Analysis 3 Homeless Statistics 3 Consumer Analysis 3 Competition Analysis 4 Marketing Objectives 5 Segmentation & Positioning 5 Short & Long Term Strategies 5 Product 5 Social Activity 6 Place 7 Promotion 8 Conclusion 8 Resources 8 Appendix 11 HOMiE: Brand Presentation Mission HOMiE is a new brand based in the United Kingdom. We sell fun, comfortable
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THE TALENT THRUST FOR ACHIEVING EXPONENTIAL GROWTH September 2007 Introduction This paper outlines the people strategy that can be adopted by a people intensive company that is looking at achieving exponential growth in revenues and business. To illustrate this better, an example of a mid cap IT Company has been taken. The IT Company is focused on meeting the challenges omnipresent in the business environment detailed in the paper, while ensuring the goals of the organization are achieved
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A Project Report On “Comparative analysis of MARKETING STRATEGIES OF Vodafone & AIRTEL” Submitted for the partial fulfillment of the requirement For the award of degree of “Master OF BUSINESS ADMINISTRATION” SUBMITTED BY:Umesh Garg MBA 1V Sem. Roll No. 08/MBA042 SUBMITTED TO Mr. Narender Tanwar Head of Management department Bhawani Shankar anangpuria institute of technology & management Alampur, Faridabad-121004 ACKNOWLEDGEMENT I Umesh Garg, sincerely thankful to all those people
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