new year. The credit crisis intertwined virtually every economy and sector in the world, shattering consumer confidence to its lowest point in decades. The market bubbles in the S&L crisis of the 1980s, the dot-coms of the early 2000s and the home equity markets of today all exemplify the regular and recurring danger of rampant speculation, when unfettered zeal bids prices up to levels that far exceed the real value of the assets they represent. Yet bubbles are, as Shirley Bassey sings, “Just another
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Apple had an impressive $147 billion in cash at the end of last quarter. Carl Icahn owns a nearly $2 billion stake in Apple that he wants the company to issue a $150 billion buyback of its stock, believe the company to be extremely undervalued, Icahn, who considers Cook a good CEO, projects Apple’s stock can rise to more than $625 if it buys back shares. The catalyst would be a significant reduction in the share count, boosting EPS. Assuming moderate earnings growth, Icahn thinks the stock could
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Brand Equity: The value put by Brand’s consumers and channel members which permit the brand to earn larger volumes and margins than it would without the brand name and which adds as differentiating factor for the brand over its competitors is defined as the brand equity. The values, consumers associate with the brand are reflected in their brand loyalty. A positive perception of the brand results in brand awareness and less marketing effort. Consumer’s perception of organization and loyalty depend
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Customer-Based Brand Equity Customer-Based Brand Equity - Building a Strong Brand - Creating Customer Value - CHAPTER 3 Brand Positioning Identifying and Establishing Brand Positioning - Positioning Guidelines Defining and Establishing Brand Mantras - Brand Audits CHAPTER 4 Choosing Brand Elements to Build Brand Equity Criteria for Choosing Brand Elements - Options and Tactics for Brand Elements - CHAPTER 5 Designing Marketing Programs to Build Brand Equity New Perspectives
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Clarify Brand Equity Perspective Brand equity can be viewed from several different perspectives. The hard-line perspective is that of financial outcomes which examine price premium. That is, how much more will a consumer pay for a product or service that is branded over a product or service that is generic? A softer perspective is that of brand extension where consideration is given to the value that a brand lends to the introduction of other products, or considers the reverse dynamic of the impact
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Importance of brand equity demands need for more practical experience and comparative research to judge and validate the usefulness of brand evaluation methods (Farquhar 1990). The recent merger and acquisition trend has also increased the importance of measuring brand equity (Tauber 1988). The role of brands is now far beyond product differentiation or competing for market share. They are accumulated annuities which the firm can acquire from its balance sheet (Tauber 1998). Firms could have a strong
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OM Scott Case This is the story of the leveraged buyout of Scotts Company by a private equity firm, Clayton and Dubiler (C&D). Scotts Company was acquired from ITT. ITT was a global conglomerate with major holdings in Telecommunications, Entertainment, Insurance, and industrial products. The following is extracted from a brief history of IT (http://www.itt.com/_docs/news/pubs/itt-history-book-2011-eng-spread.pdf) ITT’s origins span more than one hundred years from the second industrial revolution
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Strategic Brand Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 -------------------------------------------------
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DO SPORT TOURISM EVENTS HAVE A BRAND IMAGE? Kyriaki Kaplanidou Ph.D. Candidate Michigan State University Department of Community, Agriculture, Recreation and Resources Studies 131 Natural Resources Building East Lansing, MI 48824 kaplanid@msu.edu Christine Vogt Michigan State University Abstract.—Sport tourism events are used by destinations to enhance their image. The components of an event’s brand image, however, have not been well studied. Keller (1993) suggested that brand image consists of
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Introduction lululemon is a very successful company that specializes in yoga clothing and a healthy lifestyle. They have creative strategies and innovative ways to run their business. They are well known by the market that they target to. lululemon needs to broaden the market that they are targeting by repositioning their clothing to more than just yoga activities. By doing this they will make more people aware of the great quality of their clothing and gain even more success in the future.
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