B R A N D P L A N N I N G 1 < CONTENTS PAGE CONTENTS INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 1 BRAND POSITIONING MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 2 BRAND RESONANCE MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 3 BRAND VALUE CHAIN MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . .
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products from the West. After living in an economy of scarcity and shoddy products, the "foreign image" was synonymous with better quality, and very appealing to the Chinese. In many cases, the foreign brand advertising was sufficient to command the attention and to win the admiration of potential customers. Since in many cases, MNCs are introducing a new product or brand name in a foreign market, the evolution of their marketing strategies is
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products from the West. After living in an economy of scarcity and shoddy products, the "foreign image" was synonymous with better quality, and very appealing to the Chinese. In many cases, the foreign brand advertising was sufficient to command the attention and to win the admiration of potential customers. Since in many cases, MNCs are introducing a new product or brand name in a foreign market, the evolution of their marketing strategies is
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General Growth Properties Christina Dukes (CD) Pamela Davis (PD) Claudia Botello (CB) Edgar Garcia (EG) June 28, 2011 Table of ContentS EXECUTIVE SUMMARY (CD) 1 INTRODUCTION (CB) 2 Background / History (of the Company) (CB) 2 Mission Statement (CB) 3 Mission (CB) 3 Business (CB) 3 Major Goals (CB) 4 Corporate Philosophy (PD) 4 Strategic Evolution (PD) 4 Intended Strategies (PD) 5 Emergent Strategies (PD) 6 Stakeholders (EG) 6 Internal (EG) 7 External (EG)
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3.4 Sampling 3.5 Interview schedule 3.5.1 Stage one 3.5.2 Stage two 3.5.3 Stage three 3.6 Administration 3.7 Analysis strategy 3.7.1 Grounded theory and its relationship to qualitative data analysis 3.7.2 Within-case and cross-case analysis 3.7.2.1 Within-case analysis 3.7.2.2 Cross-case analysis 3.8 Summary 24 24 24 24 25 26 27 29 31 31 32 34 34 34 34 35 36 37 37 Chapter 4: Research findings and discussion 4.1 Introduction 4.2 Backgrounds of respondents 4.3 Effect of clothing brand
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EXECUTIVE SUMMARY This dissertation set out to explore how the Internet is changing the brand-building environment, in order to identify the new sources of value, the new brand-building tools and strategies, and to outline the key factors that contribute to the development of a successful online brand. With power shifting to customers, the success of an online brand is largely determined by customer choice. The repeated choice of a certain brand by customers and business partners generates the transactions
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CSAC05 1/13/07 9:21 Page 123 5 Analyzing Resources and Capabilities Analysts have tended to define assets too narrowly, identifying only those that can be measured, such as plant and equipment. Yet the intangible assets, such as a particular technology, accumulated consumer information, brand name, reputation, and corporate culture, are invaluable to the firm’s competitive power. In fact, these invisible assets are often the only real source of competitive edge that can be sustained over time
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EUROPE Mobile marketing Dawn of a new medium Mobile usage is exploding and ad revenues should follow We think 2010 marked the crux of the hockey stick for mobile marketing. Smartphones are already 35% of the handset market in the US, Europe and Japan, and tablet computers are now taking off. Apple and Android apps set a new standard, and mobile is now at the forefront of marketers‟ conscience. A $14 billion market – at least – by 2015 This report focuses on marketing, not tech or telecoms
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. . . . . . . . 34 6. Hyderabad . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 7. Chennai . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 8. Kolkata . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 9. Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Mumbai . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Bengaluru. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Q1 2010 India OrganiSed retail Market
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etingGRADUATION THESIS SOCIAL MEDIA MARKETING AND THE FASHION INDUSTRY By Lisanne van Rietschoten Amsterdam Fashion Institute GRADUATION THESIS Social Media Marketing and the Fashion Industry WHAT IS SOCIAL MEDIA MARKETING AND HOW ARE FASHION BRANDS APPLYING SOCIAL MEDIA AS A MARKETING TOOL AND COMMUNICATION CHANNEL? By Lisanne van Rietschoten International F&M Student Graduation Coach: Marco Mossinkoff Amsterdam Fashion Institute, May 10,2010. PRODUCT THE PRODUCT IS INSPIRED
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