Through Successful Co- Branding ABSTRACT Today’s market is suffering from a syndrome of sameness where all the products offered to the customers look very similar. This similarity is not only from the sameness in the physical brand element but also in the symbolic value proposition offered to the market. In this situation marketers are searching for alternative method of branding for creating sustainable competitive advantage. Co-branding as an alternative branding proposition is fast making
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LITERATURE REVIEW WHAT IS A BRAND? Branding is a discipline that has emerged from the consumer goods domain particularly fast moving consumer goods. Historically, brand has been inextricably linked to the product and branding is seen as the process of adding value to the product. A brand is a cluster of functional and emotional benefits that extend a unique and welcomed promise. This conceptualisation of a brand is universal and applies to various domains including FMCG, internet services and B2B
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OPERATIONS AND PROJECT MANAGEMENT OPERATIONS AND PROJECT MANAGEMENT OPERATIONS AND PROJECT MANAGEMENT www.ibscdc.org 1 Efficient Project Management at TransWorks Information Services Pvt. Ltd., an Indian-based BPO Company This is a real life case taken from a service industry; it discusses the real life problem faced by a BPO Company. It focusess on the problems faced by the calling agents and the management as a whole, many a times it so happens that the management perceives a problem in a
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TRADIGITAL MARKETING Submitted by: Rahul Singh Shubhankar Som Shivi Shrivastava Sathya Saurabh Sharma Saurabh Tirpude WHAT IS MARKETING? Marketing is the process of planning, designing, pricing and distributing ideas, goods and services in order to satisfy customer needs and generate revenue and make profit. To quote the American Marketing Association's definition, it is "an organizational function and a set of processes for creating, communicating
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RE-BRANDING AND ITS CONTIBUTION TO THE COMPANY’S COMPETITIVENESS: A CASE STUDY OF ZAIN KENYA, ELDORET BRANCH BENJAMIN CHERUTICH ELD/DBM/2641 Research project submitted to The Kenya Institute of Management in partial fulfillment of the requirement for the award of Diploma in Business Management September, 2009 DECLARATION Declaration by the candidate This research study is my original work and has not been presented to any other examination body
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UNIVERSITY OF NICE SOPHIA ANTIPOLIS Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien
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9-507-014 REV: OCTOBER 19, 2006 JOHN QUELCH CARIN-ISABEL KNOOP Lenovo: Building a Global Brand The brand essence of Lenovo is innovation that makes a difference to customers. Branding is not a marketing issue for us, it is a business issue. We have to deliver on products and services.1 — Deepak Advani, Chief Marketing Officer Announced in December 2004, the $1.75 billion acquisition of IBM’s personal computer (PC) division by 20-year-old Lenovo, China’s largest PC maker, made headlines around
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Product and Brand Management (MGMT-MKTG-638) - Revision Exercises - 1. “Customer analysis & competitor analysis are necessary for developing product strategy”. Comment. 2. Explain the steps involved in developing a new product with suitable examples. . Idea Generation The development of a product will start with the concept. The rest of the process will ensure that ideas are tested for their viability, so in the beginning all ideas are good ideas (To a certain extent!)
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BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES Kevin Lane Keller Tuck School of Business Dartmouth College Hanover, NH 03755 (603) 646-0393 (o) (603) 646-1308 (f) kevin.keller@dartmouth.edu Donald R. Lehmann Graduate School of Business Columbia University 507 Uris Hall 3022 Broadway New York, NY 10027 (212) 854-3465 (o) (212) 854-8762 (f) drl2@columbia.edu August 2004 Revised February 2005 Second Revision May 2005 Thanks to Kathleen Chattin from Intel Corporation
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UNIT I INTRODUCTION ------------------------------------------------- Understanding Brand - What is a Brand? Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark
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