WHAT’S IN A NAME - HOW A NAME AFFECTS THE CONSUMER BUYING BEHAVIOUR Priyanka Kumari Ma in Fashion Marketing Priyankamgt768@gmail.com Pearl Academy, Naraina, New Delhi, India Abstract “A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly out-dated, a successful brand is timeless” (Quiston, 2004, p 345). Many brands today mean little to consumers, who have become
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Strategy.... Building brand equity. “The branding strategy is creates strong brand values which have resonance with the customer and are relevant for the extent of the customers life cycle.” Learning objectives The first step in implementing a branding strategy is to understand the risk involved in the different strategies. After that, we will explore the implications of the different strategies on adding new products and incorporating acquired brands into the portfolio. After
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Brand Strategies Definition: - Its decision making for the effective handling of brands * Brands allow the customer to recognize products and increase the chance for repeated sales * Brands facilitate the development of permanent price- quality images for products * Brands simplify introduction of new products and allow manufacturer to have some control over distribution * Branding is used to differentiate between products Brand equity * A strong brand is a valuable
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age of globalization hyper competition has become a regular feature. Today the markets are no less then battlegrounds and one has to strive very hard for survival and growth. A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. Careful brand management seeks to make the product or services relevant to the target audience. Therefore cleverly crafted advertising campaigns, can be highly successful in convincing consumers
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com). DOI: 10.1002/acp.1257 Brand Logo and Name Association: It’s all in the Name HEATHER BUTTLE1* and NIKKI WESTOBY2 1 2 Massey University, New Zealand University of Wales, Bangor, UK SUMMARY Despite the expense of designing and the popularity of using logos to represent brands, there is a paucity of information on how such symbols are processed. This series of experiments used Repetition Blindness (RB) to measure implicit association of logos and names that varied in (1) the abstractness
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Background Information: The case is about the dilemma of a product manager of a pharmaceutical company, regarding the name of a new product that has failed to capture the market as expected. The case talks about brand extension of an existing brand which has a strong customer base in the field of neurology. It is named after the core brand so that it could enjoy a good brand recall. After completing the market research, the teaser campaign is started to attract the target segment i.e. gynecologists
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3.0 BRAND POSITIONING AND VALUES 3.1 Bagman Brand Elements Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. (Kotler & Keller, 2012) The real challenge is to understand whether or not the consumers think and feel if they only know about these brand elements. For example, a brand name might reflect the whole company and
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This essay is going to discuss the topic ‘Growing your brand’ in relation to developing and growing a new product. In his book Essentials of Marketing Jim Blythe defines branding as a manufactures way of adding value and differentiating a product from others on the market by using promotion, packaging, positioning in customer’s minds and brand names Blythe (2008). DeChernatony and McDonald (1998) go on to say the success of a brand results from its ability to sustain and maintain those added values
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to obtain 80% of the market share in cordless drills and 50% segment share overall. Although B&D has a respectable market share holding in its other two market segments, the dramatic decline for Tradesman hurt its overall brand image. B&D is now faced with repositioning its brand to reach the Professional-Tradesman segment more effectively. If the company is successful in doing so, it will allow it to obtain an increased market share as well as generate more sales. The following are three positioning
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contraction 3. The Law of Publicity 4. The Law of Advertising 5. The Law of The Word 6. The Law of Credentials 7. The Law of Credentials 8. The Law of Category 9. The Law of The Name 10. The Law of Extensions 11. The Law of fellowship 12. The Law of the Generic 13. The Law of the Company 14. The Law of Sub Brands 15. The Law of Siblings 16. The Law of shape 17. The Law of Color 18. The Law of Borders 19. The Law of Consistency 20. The Law of change 21. The Law of Mortality 22. The
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