How does Marketing Communication build and maintain strong Brands? Report by Stefano Onofri S00603638 Word Count: 2289 Supervisor Prof. Gordon Bowen Integrated Marketing Communication (MKT5A5) EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 1 Summary Abstract ……………………………………………………………………......... Introduction ……………………………………………………………………… IMC: Concepts and Tools ……………………………………………………. The Role of communication in Brand Strategy ………………….. Models supporting MC …………………………………………………
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itself from an upstart company focused on its domestic market, Lenovo joined an exclusive club of Chinese companies, such as Huawei and TCL, which compete head-to-head with leading multinational corporations. Without the involvement of western private equity firms – Texas Pacific Group (TPG), Newbridge Capital,1 and General Atlantic Partners (GA) – this transaction may never have been consummated. Each firm brought crucial expertise and credibility that helped mitigate the significant financial, operational
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In 1988 the Securities and Exchange Board of India (SEBI) was established by the Government of India through an executive resolution, and was subsequently upgraded as a fully autonomous body (a statutory Board) in the year 1992 with the passing of the Securities and Exchange Board of India Act (SEBI Act) on 30th January 1992. In place of Government Control, a statutory and autonomous regulatory board with defined responsibilities, to cover both development & regulation of the market, and independent
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Chapter 2 Customer-Based Brand Equity Overview This chapter defines the concept that is the focus of the book. Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand knowledge is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions of and associations for the brand. Building awareness requires repeatedly
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Case 5. Group Bon Appetit PLC Background Last year, Group Bon Appetit PLC acquired Innovia Cafes after a bitterly fought takeover battle. Bon Appetit won by offering Innovia’s shareholders 20% over the market price for their shares. At the time, Bon Appetit stated: ‘Our objective is to double our business within the next five years’. Shortly after the takeover, the group’s share price reached a peak of almost 400 pence. But then it began to decline dramatically to a low of less than 50 pence
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SOAD DAHDAL AMERICAN INTERCONTINENTAL UNIVERSITY PRESENTING BUSINESS PLANS MGMT422 – 1202A - 02 ADVANCED ENTREPRENEURSHIP 04/22/12 Table of Contents I. Table of Contents……………………………………………………………….2 II. Executive Summary……………………………………………………………..3 III. Introduction …………………………………………………………………….4 IV. Business Description…………………………………………………………….5 V. Description of Proposed Product………………………………………………..6 VI. Definition
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Medium industries in Kaduna and Abuja have been studied. We found that financing options for SMEs are numerous but access to these funds has been difficult inspite of several government initiatives. We also found that the Small and Medium Industries Equity Investments Scheme (SMIEIS) fund lacks standard guideline for fund disbursement, the unregulated informal finance institutions finance the SMEs much more than the formal sources and the informal sources make up more than half of the SMEs’ mix of funds
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STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation............................................................
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Managing Brand Extensions Brand Mix ▪ Definitions ▪ Breadth and Depth of Brand Mix Brand Extensions ▪ How to make brand extensions? ▪ Advantages and disadvantages ▪ Examples 1.2 A company may have more than one brands in different product categories It is critical that the firm can help consumers understand its products and services and organize them in their minds. The brand-product matrix help to characterize and formulate branding strategies by defining various relationships
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In response to your request, I have accessed www.joinred.com and conducted some analysis. In the following, you will find (1) my assessment of the brand value proposition for (RED) and whether (RED) can become classis brand (2) grading (RED) in terms of marketing execution (3) what brand partners selected for (RED) and (4) some recommendations for marketing (RED). (1) Assessment of the brand value proposition for (RED) In terms of what business partners think about (RED) (RED) is successful
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