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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Case Study-Customer Based Brand Equity Building, Measuring, and Managing Brand Equity (2nd edition-p#101) By Kevin Lane Keller Q: Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity. Brand Equity: Customers’ subjective and intangible assessment of the brand, above and beyond its objectively perceived value. The intangible value associated with a product that cannot be accounted for by price or features. Nike has created many intangible
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attest to a Vegas experience that includes a degree of naughtiness. Different customers have been targeted through city histories and this came from there strong branding strategy, which is: a) Las Vegas as a powerful brand name has a Brand Equity: knowing that the brand name has an effect on the customers’ response to the product or its marketing. b) Las Vegas has positioned its brand in target customers minds through: Brand positioning: by associating its name with
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매우 잠재력이 높은 기업을 발견하여 조기에 상당한 수익을 얻기 위하여 앞을 다투고 있다. 개인적 네트워크를 통한 자금조달 이외에 국내외에서 어떠한 방법으로 창업단계의 기업이 자금을 조달 할 수 있는지 살펴보도록 하겠다. 2) Private Equity Investment 'Private Equity'란 Public Equity(상장주)와 반대되는 개념으로서 기업공개 이전 상태에 있는 비상장기업의 지분(비상장주) 의미로도 쓰이지만, 비상장기업에 대해 협상(private negotiation)을 통하여 다양한 형태의 투자를 전문적으로 수행하는 투자자금(fund) 또는 투자조직으로 더 많이 사용된다. Private Equity (Fund)는 공모(public offerings)가 아닌 사모(private placements)방식에 의해 조달된 재원을 통하여 주로 비상장 기업에 투자하는 자금(funds) 또는 투자방법을 의미한다. Private Equity의 종류는 크게
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Facultad de Ciencias Economicas, University of Oviedo, Spain Rodolfo Vazquez  Võctor Iglesias  Facultad de Ciencias Economicas, University of Oviedo, Spain Facultad de Ciencias Economicas, University of Oviedo, Spain Keywords Brand image, Brand equity, Consumer attitudes Abstract This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification
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threatens “the destruction of the fabric of American industry” (Williams 1984). In a similar vein, twelve U.S. senators signed a letter in support of Federal Reserve restrictions on junk bond-financed takeovers, that stated, “By substituting debt for equity on the balance sheets of the nation’s corporations, junk bond financing drains financial resources from productive uses such as economic developmknt and job creation” (Wynter 1985). Robert A. Taggart, Jr., is a professor o finance in the School of
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TUI University Blanca I. Rivera ENG101 English Composition I 11/17/09 To: Independence Business Owners From: Blanca I. Rivera Subject: Starting a Nightclub business Creating a desirable nightclub in the right location can prove to be both lucrative and satisfying. Although there are inherent risks and short life spans associated with such a business venture, a well thought out plan followed by proper execution will
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Advanced Fuels Corporations Financial Analysis and Forecasting Wai Wai Yung Wing Man Tsoi Introduction: Advanced Fuels Corporation (AFC) was founded five years ago by Dr. Zachary Aplin. In the fourth year of research he and his two –member staff made a major break-through that can convert grain waste products into ethanol which can mix with gasoline to produce a better burning automobile fuel. Producing ethanol from waste products would lower its cost dramatically so the market potential
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Exploring the Antecedents of Asymmetric Effects Jing Lei, Niraj Dawar, & Jos Lemmink Executive Summary Marketers often cultivate brand relatedness in their brand portfolios to increase marketing efficiency through positive spillover of brand equity, but creating linkages between brands may also make them vulnerable to negative spillover in which negative news about a brand can change evaluations of related brands that are not directly implicated. For example, if the Corn Flakes brand is subject
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approaches of measuring the brand equity 1 Research Background 3 Analysis of findings 4 Awareness 4 Knowledge 5 Familiarity 5 Relevance 5 Image attributes 5 Purchase consideration 6 Preference 7 Satisfaction 9 Perceived Quality 9 Research Limitations 10 Conclusion 10 Bibliography 12 Appendix. Questionnaire 14 Existing approaches of measuring the brand equity Brand equity itself and different methods of measuring
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