7 Tipps für erfolgreiches Viral Marketing Sicher ist vielen Leuten der Begriff Viral Marketing weitgehend unbekannt, trotzdem sind wahrscheinlich sind die meisten von ihnen schon einmal Teil einer solchen Werbekampagne geworden oder haben aktiv ein Produkt dadurch unterstützt. Sobald wir einen Link verbreiten, uns ein YouTube Video ansehen oder einen Artikel auf Facebook liken tragen wir zu viralem Marketing eines Produktes bei und sind uns dessen doch nicht immer bewusst. Die Frage, die aber
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1/2 An Executive Who Ruled From Afar and Walked Away Rich David J. Swift Charlie and Cindy Eitel at one of their homes, in Jackson Hole, Wyo., in 2008. Mr. Eitel ran Simmons for several of its private equity owners. By JULIE CRESWELL Published: October 4, 2009 TWITTER New employees at the headquarters of the Simmons Bedding Company got a little book containing 84 sayings of their boss, Charlie Eitel. Saying No. 1: “In order to create a viable vision you must answer one very fundamental
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another spectacular year, having grown to $18 billion (up from $1 billion when he had taken over the office). Yale had developed a rather different approach to endowment management, including substantial investments in less efficient equity markets such as private equity (venture capital and buyouts), real assets (real estate, timber, oil and gas), and “absolute-return” investing. This approach had generated successful, indeed enviable, returns. Swensen and his staff were proud of the record that they
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For this report I will be outlining the four steps of customer-bases brand equity (CBBE) in the Ralph Lauren brand and describing to what extent I think the Ralph Lauren brand has achieved resonance with its customers, moreover I will also be describing the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren brand. I will also be recommending ways through which the brand can continue to be successful in the future. Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is
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BE440 BRAND MANAGEMENT ASSESSMENT COURSEWORK Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain. Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension. By Mr. Olan Kaewwichit
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Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. Brand management includes managing
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Sales promotion From Wikipedia, the free encyclopedia Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons
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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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advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved. Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising 1. Introduction Launching new products is a business activity with high risks and costs. As success rates are usually below 50% (Taylor and Bearden, 2003), firms often resort to brand extension strategies, in an attempt to make their
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