Thesis in Marketing STRONG BRANDS How Brand Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by
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Yu Zhang Improving Customer-Based Brand Equity: On-line and Off-line Programs for B2C Company -- Case Company: VANCL Business Economics and Tourism 2012 2 ACKNOWLEDGEMENTS I would like to express sincere thanks to my supervisor Ms. Åsa Lillhannus, who encouraged me to write thesis on this topic and always welcomed my opinions. Furthermore, she used her professional knowledge to provide good suggestions for my study. I also want to give thanks to Cao Wen and He Mengdi who help me to
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CFA Institute Research Challenge Hosted by CFA society Miami Florida Atlantic University Bloomin’ Brands, Inc. NASDAQ: BLMN Sector Industry Recommendation: BUY Services Casual Dining Restaurants Current Price Target Price Key Statistics Price 12/19/14 23.5 52 Week High 26.45 52 Week Low 15.01 Avg. Daily Vol 2,117,580 Est. Yield (%) 1 Beta 0.98 Market Cap (B) 2.94 P/E (TTM) 23.74 P/E (FWD) 18.95 Institutional Ownership (%) 92.7 Insider Ownership (%)
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influencing forces behind luxury consumer behavior, in a comparative case study on Chinese and Finnish consumers. Luxury consumption is not a new phenomenon, but in some countries, like China and Finland, the luxury market is still growing since many brands are newly entering these markets. At the same time, new generations have become luxury consumers so these markets are quickly changing. Researches have been made on luxury consumer behaviour in China and Finland. However, there is a lack of updated
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IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, CUSTOMER SATISFACTION AND SERVICE QUALITY ON BRAND LOYALTY Idrees Akbar, waheed Naseer, Shoaib Ahmed Amin , Abdul Muqtadir , Hafsa Zia, Urooj Shafique Department of Management Sciences, the Islamia University of Bahawalpur Pakistan, Abstract: To be a leading company, it is a massive task to build brand loyalty. Brand is the only word that differentiates the goods and services from the other ones. Therefore the dominated companies spend a lot
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Research Brand extension feedback: The role of advertising ☆ Eva Martínez a,⁎, Teresa Montaner b,1, José M. Pina a,2 a b Departamento de Economía y Dirección de Empresas, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, Zaragoza 50005, Spain Departamento de Economía y Dirección de Empresas, Escuela Universitaria de Estudios Empresariales, María de Luna S/N Edificio Lorenzo Normante, Zaragoza 50018, Spain A R T I C L E I N F O A B S T R A C T Firms often use brand extensions
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Marketing Chapter 1: Defining Marketing for the 21st Century * Marketing plays a key role in addressing challenges such as helping firms to prosper financially and survive in the face of an unforgiving economic environment * The broader importance of marketing extends to society as a whole => it helps introduce and gain acceptance of new products that have eased/enriched people’s lives * Good marketers seek new ways to satisfy their customers and beat their competition => if they
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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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ALCOHOLIC PREMIX MARKET BRAND EXTENSION STUDY Project by: 1. Kunal Agarwal – B002 2. Anurag Choudhary – B014 3. Vikram Iyer – B022 4. Sneha Jha – B026 5. Ninad Karandikar – B030 6. Smriti Mahajan – B032 7. Varun Verma – B062 Objectives of Today’s Discussion • Provide an analysis of the alcoholic beverage industry (and associated sub-markets, including beer, wine, liquor, and the nascent pre-mixed & energy segment) • Analyze PepsiCo’s operational and strategic advantages as they relate
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company markets its products primarily to manufacturers, distributors, dealers, retailers and builders. Whirlpool also sells its products to other manufacturers, distributors and retailers, for resell under those manufacturers, and retailers’ respective brand name primarily in North America. The company was founded in 1906 and is based in Benton Harbor, Michigan. Some of the key competitors of Whirlpool Corporation are as below: ➢ LG Electronics ➢ Samsung Electronics ➢ Haier
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