tag:blogger.com,1999:blog-7049037041114497322024-03-05T17:45:02.595-08:00Brand ManagementAnonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.comBlogger25125tag:blogger.com,1999:blog-704903704111449732.post-24264327139101141362015-07-14T12:02:00.000-07:002015-07-14T12:02:01.968-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value.<br />
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The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented.<br />
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The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn<br />
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<br />
Kevin Thomas<br />
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1311411</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-18797629311438956782015-07-14T11:34:00.002-07:002015-07-14T11:34:27.693-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">The
Influence of External Constraints on Brand Choice: The Lone-Alternative Effect <o:p></o:p></span></b></div>
<div align="right" class="MsoNormal" style="text-align: right;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">-Rashi
Glazer, Barbara E. Kahn, William L. Moore<o:p></o:p></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="color: #0d0d0d; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-themecolor: text1; mso-themetint: 242;">This case talks about how
external constraints influence brand choice, how it affect choice even if they
are consistent with the choice set's natural structure, the number of options
offered in the set matters a product is generally at an advantage if it is
offered as a part of two options rather than as the only available option, it
also affect brand-choice probabilities asymmetrically depending on the relative
preferences of the brands that are paired together. </span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">Asymmetric
effect, ASYM defined as the average difference between the probability of
choosing the item from the most beneficial external pairing for each brand and
the probability of choosing the item in the least beneficial external pairing
for each brand. The more similar those brands are to one another, the more
difficult the decision process, and, therefore, the more likely the decision
maker is to use an environmentally driven heuristic in making a choice. The
external constraint that we put on the choice set divides the brands into a
pair of options and a lone alternative. ASYM is used as a measure of advantageous pairings that compares a
brand's being paired with one competitor in one constraint and that same
brand's being paired with another competitor in the other constrain. The more
similar those brands are to each other in the product class, the stronger the
overall benefits of strategic comparisons will be, or the stronger the
asymmetric effect will be. The advantage of strategic external constraints
increases as the unconstrained preference of the stronger similar brand
increases relative to that of the weaker similar brand. We developed two
measures of product class similarity. The first measure was the percentage of
people who thought that the three brands were best organized as a bush. Few
more tests were carried out for the research. the incorporation of the
asymmetric effect into the augmented PRETREE model did not reduce the RMSE.
This suggests that for choice sets with three options the most important
augmentation of PRETREE is that of the lone-alternative effect. The main
purpose of this study was to examine further how extrinsic constraints affect
choice when consumers use hierarchical choice processes, we found that the
asymmetric and lone-alternative effects were stronger when all the items within
the set were perceived to be more similar to each other. <o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">-Ayush
Nakipuria<o:p></o:p></span></div>
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<div align="right" class="MsoNormal" style="line-height: 150%; text-align: right;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">1311479<o:p></o:p></span></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-38737861218459171092015-07-14T11:31:00.001-07:002015-07-14T11:32:11.351-07:00Positioning: The Battle of Minds<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin-bottom: 11.7pt; text-align: justify;">
<span style="color: #333333; font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 18.75pt;">The first book to deal with the problems of
communicating to a skeptical, media-blitzed public, <i>Positioning</i></span><span style="color: #333333; font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 18.75pt;"> </span><span style="color: #333333; font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 18.75pt;">describes a revolutionary approach to
creating a "position" in a prospective customer's mind-one that
reflects a company's own strengths and weaknesses as well as those of its
competitors.</span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin-bottom: 11.7pt; text-align: justify;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Writing in their trademark witty, fast-paced style,
advertising gurus Ries and Trout explain how to make and position an industry
leader so that its name and message pushes its way into the subconscious of the
market and leaves its mark there. It also shows us how to not become a shadow in
the dark of the established company. .<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin-bottom: 11.7pt; text-align: justify;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The other things it shows us are: <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin-bottom: 11.7pt; text-align: justify;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">How to- <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin: 0cm 0cm 0.0001pt 33.5pt; text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="color: #333333; font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Use leading ad agency techniques to
capture the biggest market share and become a household name<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin: 0cm 0cm 0.0001pt 33.5pt; text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="color: #333333; font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Use the position you have attained to
your advantage. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin: 0cm 0cm 0.0001pt 33.5pt; text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="color: #333333; font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Choose an apt name for the product. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin: 0cm 0cm 0.0001pt 33.5pt; text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="color: #333333; font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Determine when-and why-less is more<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin: 0cm 0cm 0.0001pt 33.5pt; text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="color: #333333; font-family: Symbol; font-size: 10.0pt; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Analyze recent trends that affect
your positioning.<o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin-bottom: 0.0001pt; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="background: white; line-height: 18.75pt; margin-bottom: 0.0001pt; text-align: justify;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Ries and Trout provide many valuable
case histories and penetrating analyses of some of the most phenomenal
successes and failures in advertising history. Revised to reflect significant
developments in the five years since its original publication,</span><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"> </span><i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Positioning</span></i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"> </span><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">is required reading for anyone in
business today.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Ries and Trout tell us
that the strategies of the past are no longer responsive and that today the
impact of advertising is to seriously overstate the potential effectiveness of
the message. The only hope according to them is to be selective, to focus on
narrow targets, to practice segmentation- In a word, “Positioning”. They say
that advertising is a brutal business where you don’t get second chances to
make first impressions. One mistake can prove to be extremely costly and to
make it cost effective, you have to be along the same wavelength as the
prospect. Positioning is based on a concept that communication can take place
only at the right place at the right time. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Positioning has come to
be when market place evolved from being in a product era (back in the 50’s) where
the advertising focused more on product features and customer benefit. USP was
the main mode. Then came the Image era where successful companies found that
reputation or image were more important than focusing on product features. The
soon evolved over time and came to be known as the positioning era. Ries and
Trout tell us that the company needs to position itself in the prospects mind
in order to be successful. Like a computer, you need to erase the old brand in
the category in order to put a new brand into the minds of people.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">To conclude, while positioning
your brand, you must- <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Understand the
words. A word has no meaning until one uses it and fills it with meaning. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Understand the
people. Words trigger meanings buried in the minds of the people. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">You must be
careful of change. The only permanent thing in our lives is change, but the
more a thing changes, the more likely it is to remain the same. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"> Need vision.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Need Courage. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Need objectivity.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Need simplicity.
<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Need subtlety. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Need patients
and <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="text-align: justify; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Need to be ‘they’
oriented. <o:p></o:p></span><br />
<br />
<b>Karan Gala</b><br />
<b>1311449</b></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-78006777061727406142015-07-14T10:45:00.000-07:002015-07-14T10:45:34.177-07:00 The Principles of Cultural Branding<div dir="ltr" style="text-align: left;" trbidi="on">
<b>The Principles of Cultural Branding</b><br />
<br />
<div class="MsoNormal">
Cultural brand process is a time period which means a exotic
process to strategy, told by theories of culture, society and politics .The aim
of this method is to propel branding as a amazing and worth introduced
framework for merging the “enormous picture” marketplace challenges that
businesses face, exceptionally with admire to innovation. Essentially the most
influential work in this field has been dominated by faculty in approach and
innovation for a few many years now. In advertising manufacturer strategy has
usually enthusiastic about the tactical disorders of day-to-day stewardship of
ongoing corporations and on delivering path for leveraging the equities of un
going businesses arguments that cultural branding adds a important strategic
standpoint for the fundamental marketplace goals: developing new firms and
resurrecting moribund once within the first chapter the gap between innovation
approach stature is outlined.</div>
<div class="MsoNormal">
Theories of innovation in the strategy literature have long
been dominated by this worldview of engineers and economists-construct a better
mousetrap and the world will take realize. This worldview leaves no room for
branding. It assumes that the superior worth of the product or service speaks
for itself after which branding methods within the straight forward manner
traditionally famous by using economists as the product gathering a popularity
over time. This sensible point of view without doubt had merit but on account
that it's the handiest approach that teachers have approached innovation, the
easier mousetraps technique has had the outcome of elapsing a very exclusive
innovation worldview-champion a better ideology and the world will take become
aware of as well. Cultural innovation has been not noted by way of the process
and innovation literature regardless of its pivotal function in launching and re investigating
corporations valued at billions goes on and on. Marlboro ,Coco-Cola ,Levi’s and
so forth.KR</div>
<div class="MsoNormal">
Crafting “the following huge company”- the innovation
proposal that resonates powerfully with patrons that takes off to set up a
moneymaking new business-is the holy gait of mangers and entrepreneurs intake.
Technique specialists have constructed models to establish and make the most
such opportunities for a long time Cultural
expressions consist of an ideology, which is “introduced to life” with the
correct fantasy and cultural codes, so we want to evaluate how innovation works
throughout these three core add-ons. Take into account Jack Daniel’ s Tennessee
Whiskey. Whiskeys have both lengthy competed to champion the satisfactory
cultural expression of one especially foremost construct—masculinity. Jack
Daniel’s supplied an revolutionary cultural expression of masculinity, by using
which Simply that the brand greatly surpassed its competitors terms of ideology,
delusion, and cultural codes .</div>
<div class="MsoNormal">
An ideology is a
point of view on one of these most important cultural constructs, which has
come to be commonly shared and taken for granted ,naturalized by using a
section of society as a “reality.”Ideologies profoundly shape our every day
opinions and moves. We all maintain dear manyideologies, which permit us to
perform constantly, coherently, and effortlessly in our social lives.
Ideologies also serve as the basis of patron markets. Powerful manufacturers
maintain Ideologies—a designated point Of View On a cultural construct that is
crucial to the product. Jack Daniel’s endorsed the revival of frontier
masculinity, a specified factor of view that incited American men to embody the
country’s ancient tough plain-‐spoken self-‐reliant masculinity earlier than
it became overrun with gentle, sedentary group men. But, ideologies are principles,
now not expressions; and an ideology can be expressed in any quantity of approaches.</div>
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In the better mousetraps paradigm, aggressive pink oceans
are understood as spaces the place there is a pleasant deal of overlapping
performance throughout current choices and, as a result,little opportunity to
innovate. Innovators need to look for blue oceans (or white spaces) that provide
enormously multiplied price propositions for a brand, whether they are created
via new technology or by mixing-‐and-‐matching price propositions throughout
classes. Few firms—something the bodily product or provider they sell—fully
grasp that their delivering is understood,skilled, and valued by way of shoppers
as a cultural expression.</div>
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Cultural blue oceans are basically one-of-a-kind. The engine
of cultural innovation is historic alternate in society that is enormous enough
to destabilize the category’s cultural orthodoxy, creating latent demand for
new cultural expressions. Markets quite often preserve these orthodoxies for
years at a time,every so often a decade or longer. However at some point, as
historical past unfolds and social constructions shift, one or extra of these
shifts will be disruptive, difficult the taken-‐for-‐granted cultural
expressions supplied by using category incumbents, and developing emergent
demand for new cultural The final stage of
cultural manufacturer technique includes designing a suggestion that
responds to the ideological opportunity in a compelling and long-established
manner, drawing upon suitable source substances. Executing the design requires
that each important consumer-‐facing detail of the company deliver the cultural expression in an normal
and artful method. This transformation of source fabric into design is
the“creative” part of cultural innovation,but it is a inventive act that is some
distance more directed.</div>
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<b>Abhishek.M</b></div>
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<b>1311443</b></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-74145883916660401612015-07-14T10:22:00.000-07:002015-07-14T10:22:07.507-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Managing Brand Equity<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">By </span><a href="https://www.scribd.com/daaker_2" target="_blank"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">David
A. Aaker</span></a><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">About the book<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">The most essential
resources of any business are impalpable: its organization name, brands,
images, and mottos, and their fundamental affiliations, saw quality, name
mindfulness, client base, and exclusive assets, for example, licenses,
trademarks, and channel connections. These advantages, which include brand
value, are an essential wellspring of upper hand and future profit, battles David
Aaker, a national power on marking. Yet, research demonstrates that supervisors
can't relate to certainty their image affiliations, levels of shopper
mindfulness, or level of client dedication. Additionally in the most recent
decade, supervisors edgy for transient budgetary results have regularly
unwittingly harmed their brands through value advancements and indiscreet brand
expansions, creating irreversible decay of the estimation of the brand name.
Albeit a few organizations, for example, Canada Dry and Colgate-Palmolive, have
as of late made a value administration position to be gatekeeper of the
estimation of brand names, very couple of chiefs, Aaker finishes up, truly
comprehend the idea of brand value and how it must be executed.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">In an intriguing and
shrewd examination of the marvel of brand value, Aaker gives a reasonable and
all around characterized structure of the relationship between a brand and its
image and motto, and also each of the five basic resources, which will
elucidate for administrators precisely how mark value does contribute esteem.
The creator opens every section with an authentic examination of either the
achievement or disappointment of a specific organization's endeavour at
building brand value: the intriguing Ivory cleanser story; the change of Datsun
to Nissan; the decay of Schlitz brew; the making of the Ford Taurus; and
others. At last, referring to cases from numerous different organizations,
Aaker demonstrates to dodge the allurement to place fleeting execution before the
strength of the brand and, rather, to oversee marks deliberately by making,
creating, and misusing each of the five advantages thus<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Published by<o:p></o:p></span></div>
<div class="MsoNormal">
<a href="https://www.scribd.com/free2press"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Free Press</span></a><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"> on Dec
1, 2009<o:p></o:p></span></div>
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<br /></div>
<div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Gauthaam
Anand<o:p></o:p></span></div>
<br />
<div align="right" class="MsoNormal" style="text-align: right;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">1311407<o:p></o:p></span></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-30816486103335508542015-07-14T09:30:00.000-07:002015-07-15T10:48:50.553-07:00MANAGING BRAND EQUITY<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="line-height: 115%; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span style="line-height: 115%;">The challenge for many
brands is to develop credible and sensitive measures of brand strength that
supplement financial measures with brand asset measures. When brand objectives
and programs are guided by both types of measures, the incentive structure
becomes more balanced, and it becomes more feasible to justify and defend
brand-building activities. General progress in the measurement of brand equity
will help managers develop valid instruments for individual brands.</span><br /><span style="background-color: white; line-height: 115%;">It is
paramount to determine a company's position immediately and proactively develop
this into a personality; in an ever more crowded marketplace this will define
the brand and allow it to stand out from its competitors, necessary for
capturing market share in a modern world full of fickle consumers.</span><br /><span style="background-color: white; line-height: 115%;">As
companies or brands grow and become more established, the threat of losing
those initial core values can begin to surface. It's easy for brand values to
become diluted, and this creates a very real risk of losing loyal customers. It
is therefore crucial to create an internal culture that reflects the brand positioning
and can grow the equity of the brand, not devalue it.</span><br /><span class="textline" style="line-height: 115%;"><span style="background: white; line-height: 115%;"><br /></span></span></span></div>
<div style="text-align: left;">
<div style="line-height: 115%;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span class="textline" style="line-height: 115%;"><span style="background: white; line-height: 115%;">There</span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="1"></span></span><span class="textline"><span style="background: white; line-height: 115%;">is</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="2"></span></span><span class="textline"><span style="background: white; line-height: 115%;">evidence</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="3"></span></span><span class="textline"><span style="background: white; line-height: 115%;">that</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="4"></span></span><span class="textline"><span style="background: white; line-height: 115%;">loyalty</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="5"></span></span><span class="textline"><span style="background: white; line-height: 115%;">levels</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="6"></span></span><span class="textline"><span style="background: white; line-height: 115%;">for</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="7"></span></span><span class="textline"><span style="background: white; line-height: 115%;">supermarket</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="8"></span></span><span class="textline"><span style="background: white; line-height: 115%;">products</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background: white; line-height: 115%;"> <span data-lineindex="9"></span></span><span class="textline"><span style="background: white; line-height: 115%;">have</span></span></span><span class="apple-converted-space" style="line-height: 115%;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 115%;"> <span data-lineindex="10"></span></span><span class="textline"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 115%;">declined.<span style="cursor: pointer;"> </span></span><span data-complex="0" data-endposition="3:116:23:0:0" data-position="3:116:11:0:0" style="font-variant-ligatures: common-ligatures; word-spacing: -2.818px;">Nielsen charted the market share for 50 selected major
supermarket brands and<span data-lineend="1" data-selectable="0" data-singlespace="1" style="word-spacing: -12px;"> </span></span><span data-complex="0" data-endposition="3:116:40:0:0" data-position="3:116:23:0:0" style="font-variant-ligatures: common-ligatures; word-spacing: -3.75px;">found that it fell 7% from 1975 to 1987. </span></span></span></span></div>
<div style="line-height: 115%;">
<img src="http://www.rikriezebos.nl/fileadmin/user_upload/Afbeeldingen/content_images/Brand-added_value_-_brand_equity.jpg" /></div>
<div style="line-height: 115%;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span class="apple-converted-space" style="line-height: 115%;"><span class="textline"><span data-complex="0" data-endposition="3:116:40:0:0" data-position="3:116:23:0:0" style="font-variant-ligatures: common-ligatures; word-spacing: -3.75px;"><br /></span></span></span></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span class="apple-converted-space" style="line-height: 115%;"><span class="textline"><span data-complex="0" data-endposition="3:116:40:0:0" data-position="3:116:23:0:0" style="font-variant-ligatures: common-ligatures; word-spacing: -3.75px;"><br /></span></span></span></span>
</div>
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<div style="line-height: 115%;">
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<div style="line-height: 115%;">
<br /></div>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span style="line-height: 27.6000003814697px;">Bikash kundalia</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;"><span style="line-height: 27.6000003814697px;">1311446</span></span></div>
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<o:p></o:p></div>
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<o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-82486824349133175372015-07-14T09:18:00.000-07:002015-07-14T09:18:07.270-07:00Strategic Brand Management by Jean- Noel Kapferer (TOPIC - LAUNCHING A NEW BRAND) 1311423<div dir="ltr" style="text-align: left;" trbidi="on">
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<b style="mso-bidi-font-weight: normal;"><u><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">LAUNCHING
A NEW BRAND</span></u></b></div>
<div align="center" class="MsoNormal" style="text-align: center;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Launching a new brand
in today’s times is a challenging prospect, but we should also keep in mind
that all the major brands- Nike, Apple, Lacoste, L’Oreal, and Dash - were also
new brands at some point of time. Over the years, and often by intuition,
chance or accident and also by putting in immense hard work, they became major
brands, leading brands and powerful brands!! </span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<i style="mso-bidi-font-style: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">The
best way for a new brand to succeed is to act like an old brand!</span></i></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span style="mso-tab-count: 7;"> </span>-S
King (1973)</span></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">LAUNCHING A BRAND AND
LAUNCHING A PRODUCT ARE NOT THE SAME </span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">The confusion between
product and brand is an enduring problem. Products, usually, get copied by
other competitors and then get replaced by new, higher quality products which
often benefit from the fame of the existing product name, but Brands are unique,
they cannot be copied.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Brand
launch</span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">A successful launch
requires that the new brand be treated as a real brand, right from the very
start. </span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">A few steps and points
to kept in mind while launching a brand-</span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">1. Know Your Market and Competition (Research)</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">It might
be boring, but you simply have to do your research. </span></div>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Identify
your competition and their strengths as well as their weaknesses.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Find your
own point of difference and USP, so that people have a reason to defect and
come across to your brand.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Collect
as much information as you can on the size of the market, the margins, the
trends, and the problem areas etc and download the accounts of your competitors
to see if they are actually making any money.</span></li>
</ul>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">2. Have a Strong Brand Identity</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Where does this start? </span></div>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">A <b style="mso-bidi-font-weight: normal;">good logo</b> can make your brand instantly
recognizable and the simpler the better – the Nike swoosh, the Facebook F, the
McDonald’s M and the apple em… apple are all examples of great simplistic
design that most 5 year olds will be able to point out.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Alternatively,
some of the best and most recognized brands are just the name of the brand in a
clear font – Google, eBay, Sony. Less is more; don’t clutter up your logo!</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Once you
have your logo, use it everywhere. Letterhead, website, social media profiles,
business cards, emails, faxes (if anyone still sends them!) advertising. Get it
out there and into people’s consciousness. There is one exception to this,
which I will discuss later.</span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Another
way of simple visual way of putting a strong identity on your brand is by developing
a corporate colour scheme – i.e. Easyjet orange, Facebook blue etc. </span></li>
</ul>
<ul style="text-align: left;">
<li><span style="font-family: Symbol; font-size: 12.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-fareast-language: EN-IN;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Develop a
strong vision and mission statement. </span></li>
</ul>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">A bit of
a fun before you read on… can you name the brand from the slogans below, I bet
you can!</span></div>
<ul type="disc">
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Just Do It</span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">I’m loving it</span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Melts in your mouth, not in
your hands</span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The best a man can get</span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">It’s the real thing</span></li>
</ul>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">3. Network, Network, Network! (Gain Recognition)</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">A great man said <b>network
is always more important than net-worth</b>.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Promotion
is what a new brand needs. When launching a new brand you will need all the
help you can get. </span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"> Influence existing contacts, ask them to help spread the word
or promote your brand and seek out new contacts that can help you. The more you
make it known and make people familiar with the brand, the better it will be in
future.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Always
have <b style="mso-bidi-font-weight: normal;">your business card to hand</b> and
do as many favours as you can for others – you scratch my back.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Not on LinkedIn?
You better set up a profile then and get building your network!</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">4. Be Cool (Be Dynamic)</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Well, these days it’s all about seen to be involving
<b style="mso-bidi-font-weight: normal;">directly with your customers</b> and the
way to do this is, undoubtedly, social media. </span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Social media strategies is a subject for a whole
different article, but suffice to say you need to have one and it doesn’t involve
blasting as many status updates on Facebook as you can a day. That is a sure-fire
way to get people to switch off from your brand!</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">When
promoting your brand on social media, make sure you are offering something
(preferably for nothing, like a giveaway) and not just blasting your brand in
people’s faces. </span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">5. Invest In A Good Website (Go Online)</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Today, the world survives
on internet, t</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">he first
thing anyone will do when they hear about your brand is look you up online, so
make sure your website is clean, fast, easy to use and gives a strong
impression of your brand and identity.<span style="mso-bidi-font-weight: bold;"></span></span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Your
website is your shop window, so make sure it looks amazing and also user
friendly.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">6. <span style="mso-spacerun: yes;"> </span>Learn To
Trust Your Employees</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">This is
one of the most important points which an entrepreneur has to keep in mind always.
</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">No matter
how hard you work, as your brand grows you will quickly find that you can’t do
it all. We all have our skills and our weaknesses so, although you may see it
as your baby, at some point you will have to trust others.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">At the
early stages you will probably be recruiting people directly, so trust them –
after all you chose them for a reason! I’ll say it again – you can’t do it all.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Even if
they make a mistake, forgive them and trust them.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">7. You Will Make Mistakes</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">It is very natural to
make lots of mistakes while building a brand but making mistakes and losing
hope is not good. Rather, learn from them and make sure you never repeat them
in future.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Remember
also that most businesses make a loss in their first year and indeed many don’t
break into profit until their third year. A good saying in business is that <b style="mso-bidi-font-weight: normal;">your first loss is your best loss.</b></span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 5;">
<b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">8. Live and Love Your Brand</span></b></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">And the
final point for launching a new brand is simply to love your brand and what you
do. Your passion will shine through and rub off on your employees and your
potential customers or clients.</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">If you
don’t love it, it’s time to find another idea!</span></div>
<div align="right" class="MsoNormal" style="text-align: right;">
<br /></div>
<div align="right" class="MsoNormal" style="text-align: right;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Tanveer
Singh Bakshi</span></b></div>
<div align="right" class="MsoNormal" style="text-align: right;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">1311423</span></b></div>
<div align="right" class="MsoNormal" style="text-align: right;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">5
BBA- C</span></b><i style="mso-bidi-font-style: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"></span></i></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com11tag:blogger.com,1999:blog-704903704111449732.post-4047565573786835052015-07-14T09:09:00.004-07:002015-07-14T09:09:31.131-07:00Managing Global Brands<div dir="ltr" style="text-align: left;" trbidi="on">
<h4 style="line-height: 150%; text-align: justify;">
<span style="font-family: inherit; font-size: xx-small;">Vignesh DN</span></h4>
<h4 style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; font-weight: normal; line-height: 150%;">I truly believe that Branding is everything.
Companies live or die on the strength of their brand. Take for the instance of
Coca Cola which has been in existence since 1887, even today despite of being
in the already mature market, Coca holds a substantial market share hugely due
to the fact that Coco Cola’s brand name and its brand equity has never been
compromised despite the gazillion allegations that are thrown around at the
company across the 7 oceans. Coca Cola has been able to retain and build its
strength because of efficiently managing its brand globally which is a tedious
job considering the fact that every country has a culture of its own based on
which the brand as well as the product name has to be managed respectively. </span></h4>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Thus there would be quite a lot of variation in how a brand manager in one
continent runs his operations when compared to the other. On the same note, an
example of how the strength of a brand could be the reason for its pitfall
would be Nestle, Maggie noodles had come under lot of fire where in the Indian
government had asked Nestle to completely withdraw the product as a result of
which Nestle’s share price went for a toss.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYdQRstYhnu5clqb7NLnTtreadOEiHUYl_h1eRrdh3SSpztiP7qqvbQYWl0AUdN5-roLtcX00LCFemGf81b4oYhIsGLklasyrwEKOkzljgIcBsli8HUfXoPcdgVJhOgxevvBUqYLdGJcA/s1600/67800307.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYdQRstYhnu5clqb7NLnTtreadOEiHUYl_h1eRrdh3SSpztiP7qqvbQYWl0AUdN5-roLtcX00LCFemGf81b4oYhIsGLklasyrwEKOkzljgIcBsli8HUfXoPcdgVJhOgxevvBUqYLdGJcA/s200/67800307.png" width="200" /></a><span style="background: white; font-family: 'Times New Roman', serif; font-size: 12pt; letter-spacing: 0.4pt; line-height: 150%;">Managing
brands today is a complex practice, whether in large multinational or small
family run companies. It requires dedication, meticulousness, teamwork,
organization, planning, perseverance and a great deal of passion. At the same
time, it requires to count on rather business, design or communications
perspectives, while knowing well enough about the product it offers and the
industry it participates in.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="background: white; font-family: 'Times New Roman', serif; font-size: 12pt; letter-spacing: 0.4pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Effective branding has always been an
important part of business, from the unique marks used by potters in ancient
Greece and Rome to the multi-channel marketing strategies of today’s global
corporations. Branding is (and has always been) an important component of the
customer experience, a reflection of each company’s promise and commitment.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="background: white; font-family: 'Times New Roman', serif; font-size: 12pt; letter-spacing: 0.4pt; line-height: 150%;">When
reviewing that every touch-point of the brand meets the values it stands for
and accomplishes the corporate identity guidelines, it can be combined with
other major universal objectives: to update and align the marketing message across
every touch point.</span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Truly successful brands represent a commonly
understood, relevantly differentiating idea that transcends cultures and
geographies.</span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Managing brands in today’s inter-connected
and complex business environment is challenging. Brands are affected by
heightened competition, regulations, supply chain and distribution issues and
manufacturing costs, while requiring constant advocacy and reputation
management.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">According to <b>Kapferer, </b>the following mantras can be used in managing brands at a
global level while exhibiting the following characteristics:<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;">Being
responsive to change:<o:p></o:p></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;"><br /></span></b></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGSnfWehdXh1KTE5YoylXJOrk4k1Du5kqc_vSKvpyULw0nJ3raIp7AfM4oKzIuX9V4bATTGngySaZCg0Ee_uvdqNAN5ea9URlM_q24z0QZ07HKfB1Vdi433zbZ0z-xNU4mcOy86J6WCIY/s1600/PhilipsSoymilkMaker3.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGSnfWehdXh1KTE5YoylXJOrk4k1Du5kqc_vSKvpyULw0nJ3raIp7AfM4oKzIuX9V4bATTGngySaZCg0Ee_uvdqNAN5ea9URlM_q24z0QZ07HKfB1Vdi433zbZ0z-xNU4mcOy86J6WCIY/s200/PhilipsSoymilkMaker3.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Brand management is not about rigid
enforcement of frameworks, rules and practices. Successful global brands are
managed by balancing ‘consistent brand guardrails’ with the ‘freedom to adapt
to leverage local growth opportunities’. Constantly evaluating a brand’s
strategy against its guardrails, vision and core mission ensures consistency in
the global brand promise across countries and regions. Philips, for example,
made a big impact in China, where its local business developed a soy milk maker
to the delight of consumers worried about food safety.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;"><br /></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;">Exploiting
technology:<o:p></o:p></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;"><br /></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN_xfPrfgcLXBAXJiXtW77M7zdG279XMUKGtx5rmrvBC6n7X96ANBdj2NLFuNOpkIxNziUhdGBcD8tYHWwOxn3ugIWAwPzz9GGr892jZgd9UFNOa6Grkq4K3tY3rq2Ezz-Mq6hYOUm-x8/s1600/percolate-oi15-28-638.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN_xfPrfgcLXBAXJiXtW77M7zdG279XMUKGtx5rmrvBC6n7X96ANBdj2NLFuNOpkIxNziUhdGBcD8tYHWwOxn3ugIWAwPzz9GGr892jZgd9UFNOa6Grkq4K3tY3rq2Ezz-Mq6hYOUm-x8/s320/percolate-oi15-28-638.jpg" width="320" /></a><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">The emergence of technology-enabled solutions
has fundamentally changed the practice of brand management. Forward-thinking organizations
have identified the benefits and scalability of technology in brand management
and have quickly adopted solutions. <b>Unilever</b>,
for example, has used the marketing software company Percolate to support its
global brand management practices. <o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></b></div>
<div class="MsoNormal" style="line-height: 18.4pt; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt;">Efficient Top
Management:</span></b><span style="font-family: 'Times New Roman', serif; font-size: 14pt;"><o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 18.4pt; margin-bottom: .0001pt; margin-bottom: 0in; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt;"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt; line-height: 150%;">Ensuring consistency in brand identity,
strategy, marketing and </span><span style="line-height: 24px;">activation</span><span style="font-size: 12pt; line-height: 150%;"> should be the core role and responsibility
of at least one individual in an organization. These people are the brand
custodians and their job is not to act like a cruel enforcer of rules but to be
a strategic guide and mentor who can advise local brand marketing teams on strategic
issues such as managing brand guidelines, ensuring consistency in brand
positioning, adapting or localizing brand communications, integrating local
marketing strategies into the global brand strategy and facilitating the
exchange of knowledge and best practices between local and global brand teams.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt; line-height: 150%;"><br /></span></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;">Align
organizational structures:<o:p></o:p></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;"><br /></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">People can only work to their fullest
capacity when organizational structures are designed and aligned to ensure
this. Global, regional and local brand management functions should be
seamlessly integrated in an organization. The global versus local issue of
local push-and-pull over strategic issues is well documented and observed in
management practices. The same tension can completely damage the execution of
the most effective brand management. Roles and responsibilities in brand
management structures should be clearly defined and overlaps reduced to reduce
sophistication in execution of strategies.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;"><br /></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<b><span style="font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 150%;">Being proactive<o:p></o:p></span></b></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Global brand management needs to be a
proactive discipline rather than a reactive one. The evolution of technology,
social media, next generation customer relationship management tools, social
listening platforms, cultural and trend analysis, co-creation, crowd-funding
and disruptive innovation techniques have made it easier for brand marketers to
stay close to the consumer and become more accurate in spotting, predicting and
leveraging trends. Brand management practices need to be aligned to these new
and emerging tools and techniques and should be able to integrate them in key
phases of the function.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">But above all I truly believe that in the
many years to come, <b>Community
Development </b>and <b>Brand Advocacy </b>are
going to the front-runners as the core functions of Customer-Brand
relationships at a global level. <o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
</div>
<div class="MsoNormal" style="line-height: 150%; text-align: justify;">
<br /></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com3Bengaluru, Karnataka, India12.9715987 77.59456269999998312.4764182 76.949115699999979 13.4667792 78.240009699999987tag:blogger.com,1999:blog-704903704111449732.post-11993208918006362102015-07-14T08:35:00.002-07:002015-07-14T08:38:02.061-07:00INTRODUCTION TO THE SPECIAL ISSUE: MARKETING OF HIGH-TECHNOLOGY PRODUCTS AND INNOVATIONS <div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">ARTICLE
REVIEW NISHANTH S (1311469)<o:p></o:p></span></b></div>
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<b><span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;"><br />
INTRODUCTION TO THE SPECIAL ISSUE: MARKETING OF HIGH-TECHNOLOGY PRODUCTS AND
INNOVATIONS <br />
Author(s): Jakki J. Mohr and Nader H. Shooshtari<br />
</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><br />
The papers in this special issue help push the field of high-tech marketing
forward in terms of their collective contributions and insights. Each paper
makes a contribution in enhancing our understanding of and appreciation for how
marketing of high-tech products presents different challenges to firms than
marketing for more traditional products. These challenges are many and
multifaceted, emanating from, among others, the nature of the products, the
players involved, and the strategies where competition in the market is played
out. clearly, this special issue merely begins to address the multitude and
complexity of issues high-tech marketers must understand</span><b><span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;"><o:p></o:p></span></b></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Moving from the firm or customer level as the focal
unit of analysis, some recent research on high-tech markets focuses on the
industry as the unit of analysis, and in particular, industry clusters that
seem to drive many high-tech markets because of the importance of knowledge
flows to sustainable high-tech industries, the idea of co-locating in industry
clusters can facilitate synergies in high-tech product innovations and
development. Ganeson, Rindfleisch, and Malter demonstrate that the strength of
firm ties and the frequency of communication with other firms are significantly
related to knowledge acquisition and new product development in the U.S. optics
industry cluster. Additional research exploring the nature and dynamics of
industry clusters would be useful.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">In summary, the area of high-tech marketing
continues to be in important, yet under-researched, area in the marketing
discipline. Given the complexities that characterize high-tech markets, the
issues faced by firms and customers are unique and not well-addressed by
standard marketing research. The papers in this special issue offered insights
that will assist in moving the field forward, and itwill stimulate additional
research in this area.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">It appears that a major omission in the area of
high-tech marketing research is understanding how high-tech firms balance
their strategies between products and services. The fact that margins for
high-tech products are continually forced down . Myriad factors has led
high-tech firms to focus on revenue from the provision of services. Firms large
and small alike have learned that over time, sales of services can be a sustainable
source of revenue—with higher margins than from product sales alone. Yet, the
academic research on the intersection of technology and services tends to take
the perspective of how services firms use technologies to migrate their
customers to self-service technologies as a way to save on costs and to offer
customers enhanced convenience <o:p></o:p></span></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-70094278886146724932015-07-14T08:04:00.001-07:002015-07-14T08:04:28.598-07:00Brand Management: Brand personality<a href="http://brandgyaaan.blogspot.com/2015/07/brand-personality.html?spref=bl">Brand Management: Brand personality</a>: Which brand suits your Personality A Nayan Mittal work You presume, we assume .But what you are actually at the end of the day is...Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-50064146791101455752015-07-14T07:53:00.000-07:002015-07-14T07:53:06.616-07:00The Image of Advertising Truth: Is Being Truthful Enough?<div dir="ltr" style="text-align: left;" trbidi="on">
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<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 10pt; text-align: justify;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 14pt; line-height: 150%;">The Image of Advertising Truth: Is
Being Truthful Enough?<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 10pt; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">Prof.
Kottman the author of this article argues that ‘most Factual statement in
current advertising is true.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 0pt; mso-layout-grid-align: none; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">If 99% of all advertising is true, there does not
seem to be a serious problem. But can the same be said if 49% of advertising is
untrue also, can all advertising be treated as a homogeneous entity; i.e., is
more untruthful advertising found in certain media than in others? Indeed, if
some media are used primarily for information and others for persuasive purposes,
should not one expect that this is the case? This might be an appropriate
subject for some empirical research, rather than for unsupported generalizations<b>.<o:p></o:p></b></span></div>
<br />
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<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">Kottman attempts to convince the reader that
advertising is but an innocuous game and an inherent part of our way of life.
If it is a game, it seems to be an expensive game, both for the firms which do
the advertising and for society as a whole. over 18 billion dollars were spent
on advertising in this country.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 0pt; mso-layout-grid-align: none; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">The statement that the truth of an advertisement can
be divorced from the inferences which<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 0pt; mso-layout-grid-align: none; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">individuals read into it is in the author's opinion
unsupportable. The inferences made by individuals as to the meaning of
advertising messages may be far more important than the actual intent or the
objective and denotative messages of such ads. This is clearly the position
taken by the Federal Trade Commission which is responsible for overseeing many
of the federal laws dealing with advertising and especially with the amended
Section 5 of the FTC Act (commonly known as the Wheeler-Lea amendment). Certain
landmark cases have indicated that the FTC and the courts take a very broad
interpretation of this law's prohibition of "unfair or deceptive acts or
practices in commerce."<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 0pt; mso-layout-grid-align: none; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">Thus, it is not necessary for the publications
criticized by Kottman to show that consumers<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 0pt; mso-layout-grid-align: none; text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">actually did make any inferences of a certain kind.
Advertising Age should be commended and not criticized for its stance; this
seems to be an example of journalistic responsibility as an enlightened critic
of the industry it represents. Adherence to the position suggested by
Advertising Age and Consumer Bulletin could save the advertiser much
embarrassment, an inefficient allocation of his advertising budget, and a possible
date with the Federal Trade Commission and the courts. Advertising is a serious
matter, first for the businessman who is seeking an honest, justifiable profit,
and second for society as a whole whose freedom of choice is enhanced by
honest, forthright advertising.<o:p></o:p></span></div>
<br />
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<span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-bidi-font-weight: bold;">Guru Shankar 1311468 5BBA C<o:p></o:p></span></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-16152219915291279852015-07-14T07:35:00.001-07:002015-07-14T07:36:48.763-07:00Brand Leadership<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="color: #262626; font-family: "Times New Roman";">The 4
Key Challenges of Achieving Brand Leadership:<o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";">1. Positioning: To
originate a strategy, which provides identity, differentiation and empathy.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="color: #262626; font-family: "Times New Roman";">2. Architecture: To
build a comprehensive architecture providing strategic direction.<o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";">3. Programs: To
develop effective programs and a system to track the results.<o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";">4.
Organization: To create a viable brand building organization<o:p></o:p></span></div>
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<br /></div>
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<span style="color: #262626; font-family: "Times New Roman";">What
the book tells –<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-layout-grid-align: none; mso-list: l1 level1 lfo2; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Brands are important and substantial financial assets that add
significantly to the market value of the overall commercial entity.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-layout-grid-align: none; mso-list: l1 level1 lfo2; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Brands that are well positioned can deliver sustainable
competitive advantages allowing firms to differentiate themselves.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-layout-grid-align: none; mso-list: l1 level1 lfo2; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Brands enhance profitability – they allow companies to sell
products and services at prices higher than the prevailing market rate.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: "Times New Roman";">Book speaks about some real life examples
–<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Virgin Atlantic Airways – founded and led by Richard
Branson with the objective of “providing all classes of traveler with
the highest quality of travel at the lowest cost”.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Marriott – which is in the process of extending its brand
by creating Marriott Residence Inns, Courtyard by Marriott
and Fairfield Inn by Marriott.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Adidas – with a new focus on participation in sport rather
than attempting to equip just the elite sports people.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="color: #262626; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="color: #262626; font-family: "Times New Roman";">Nike – with the successful introduction of its flagship
stores, Nike Town, and Air Jordan’s.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoListParagraphCxSpLast" style="text-align: justify; text-justify: inter-ideograph;">
<span style="color: #262626; font-family: "Times New Roman";">Richard Branson – Founder
Virgin Group dressed during inauguration of “Virgin Bride” in order to get
customer attention. Image source – www.google.co.in.<o:p></o:p></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsMKrqvq-hJvQpntqF7bY2YCD_nzFjYK8mwHmcYFO4zjgv97Hhw-RkOtPFUfHF7s_ISmumb2PJMV7exK0jE053xcq18tGEwRwZ9C3BDohO8qMf_x4mgXN23eUqvh0nPstes8h-x8xC49k/s1600/_42115564_branson-wedding203b.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsMKrqvq-hJvQpntqF7bY2YCD_nzFjYK8mwHmcYFO4zjgv97Hhw-RkOtPFUfHF7s_ISmumb2PJMV7exK0jE053xcq18tGEwRwZ9C3BDohO8qMf_x4mgXN23eUqvh0nPstes8h-x8xC49k/s1600/_42115564_branson-wedding203b.jpg" /></a></div>
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<span style="font-family: 'Times New Roman';"><o:p> </o:p></span><span style="font-family: 'Times New Roman';"> </span></div>
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<br /></div>
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<br /></div>
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<span style="color: #262626; font-family: "Times New Roman";"><br clear="all" style="mso-special-character: line-break;" />
<b style="mso-bidi-font-weight: normal;"><span style="mso-bidi-font-style: italic;"><o:p></o:p></span></b></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span style="color: #262626; font-family: "Times New Roman"; mso-bidi-font-style: italic;">For Brand Leadership<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span style="color: #262626; font-family: "Times New Roman"; mso-bidi-font-style: italic;">I. Positioning:</span></b><span style="color: #262626; font-family: "Times New Roman"; mso-bidi-font-style: italic;">
To originate a strategy which provides identity, differentiation and
empathy.</span><span style="color: #262626; font-family: "Times New Roman";"><o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";">Every
strong brand actually has two key elements:<o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";">1.
An identity – a vision of how the brand should be perceived by its target
audience.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">2.
Positioning in the marketplace – a communication strategy to prioritize
and focus the brand identity.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">Businesses
that succeed in building strong brands excel at creating a rich, clear and
unambiguous brand identity and supplement that with a positioning program,
which clarifies and elaborates on that brand identity.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 0cm; mso-add-space: auto; text-align: justify; text-justify: inter-ideograph;">
<span style="color: #262626; font-family: "Times New Roman";">The brand identity states what the organization wants the
brand to stand for – the specific set of associations the brand
strategist aspires to create or maintain. Since the brand identity drives
and correlates all the brand-building activities carried out, a
strong brand identity will always have depth and richness.<o:p></o:p></span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="color: #262626; font-family: "Times New Roman";">II. Architecture<o:p></o:p></span></b></div>
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<span style="color: #262626; font-family: "Times New Roman";">The
brand architecture is the relationship which exists between brands and sub
brands within the firm’s portfolio. Effective brand architecture will:<o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";">1.
Link all the brands together productively to create synergies and clarity
in customer offerings.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">2.
Avoid confusion by allowing each brand to be positioned carefully and deliberately.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 0cm; mso-add-space: auto; text-align: justify; text-justify: inter-ideograph;">
<span style="color: #262626; font-family: "Times New Roman";">Businesses that succeed in developing good brand architecture
are well placed to grow the value of each brand within the portfolio.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<b style="mso-bidi-font-weight: normal;"><span style="color: #262626; font-family: "Times New Roman";">III. Programs<o:p></o:p></span></b></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman"; mso-bidi-font-style: italic;">To develop effective programs and a system to
track the results.</span><span style="color: #262626; font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">Brands
are formed and built through memorable programs which bring the brand to
life. This is more than just advertising, possibly including elements such
as:<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">1.
Sponsorships.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">2.
The Web and other interactive media.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">3.
Public relations and other initiatives.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">Smart
companies execute these brand-building programs exceptionally well and
measure the results achieved quantitatively so the programs can be
evaluated and enhanced over time.<o:p></o:p></span></div>
<div class="MsoListParagraph" style="margin-left: 0cm; mso-add-space: auto; text-align: justify; text-justify: inter-ideograph;">
<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="color: #262626; font-family: "Times New Roman";">IV. Organization<o:p></o:p></span></b></div>
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<span style="color: #262626; font-family: "Times New Roman"; mso-bidi-font-style: italic;">To create a viable brand building
organization.</span><span style="color: #262626; font-family: "Times New Roman";"><o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">A
good brand building organization will operate globally within a culture
and organizational structure, which nurtures and build the brand. That
generally requires four elements:<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">1.
A brand champion who will oversee the long-term progress of the brand – avoiding
ad-hoc decisions.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">2.
An international communication system – allowing sharing of insights,
ideas and best practices.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="color: #262626; font-family: "Times New Roman";">3.
A common global brand planning process.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 0cm; mso-add-space: auto; text-align: justify; text-justify: inter-ideograph;">
<span style="color: #262626; font-family: "Times New Roman";">4. The ability to execute effective brand-building programs.<o:p></o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";"><o:p> </o:p></span></div>
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<span style="color: #262626; font-family: "Times New Roman";"><o:p> Nikunj Gupta - 1311415</o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-2286148147985370292015-07-14T07:30:00.000-07:002015-07-14T07:32:21.514-07:00Positioning<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-size: small;"> Vaibhav Dhandharia</span></div>
<div style="text-align: justify;">
<span style="font-size: small;"> 1311457</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;">Positioning is a marketing strategy that aims to make a brand
occupy a distinct position, relative to competing brands, in the mind
of the customer. Companies apply this strategy either by emphasizing the
distinguishing features of their brand (what it is, what it does and
how, etc.) or they may try to create a suitable image (inexpensive or
premium, utilitarian or luxurious, entry-level or high-end, etc.)
through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. It is also called product positioning.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;">Positioning Of a Leader:</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;">Everyone wants to buy from a leader. You want to buy from companies
that give you confidence that when you lay down your money, to know that
you’re doing right by yourself, your family or your business. So if everyone wants to buy from a leader, every business wants to be
a leader. So what kind of leader is your company? What kind of leader
should you be? The answer can go a long way toward focusing your public
relations and marketing efforts in the right direction.</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;">Repositioning the Competition:</span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body">Repositioning
the competition is about hanging a "negative perception on the
competition as a way to setup a positive perception for your company,
product, or service,"<br />
Crucial to success of the strategy, the negative must come from "a
simple observation the public can verify themselves." You can't make up
a negative. It has to have a basis in reality. </span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body">The Power of the Name:</span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body">Establishing a strong brand name and reputation are among the first
communication objectives for most companies. Developing and maintaining a
particular brand identity helps make it clear to target customers what
your company is about and how your products and services benefit them.</span></span></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
</div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"></span><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"></span><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"> </span></span></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"></span></span></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"></span></span></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"></span></span></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span class="clearfix" id="ctl00_InnerLeftColumn_ctl00_Body"><br />
</span></span></div>
<div style="text-align: justify;">
</div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
</div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-65720551320715051902015-07-14T07:13:00.001-07:002015-07-14T07:22:31.711-07:00Aaker’s Brand Equity model<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><span lang="EN-US" style="font-family: "Times New Roman";">Brand
model/Structure model of D. Aaker Brand (Added Value/ Brand Equity) <o:p></o:p></span><br />
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<span lang="EN-US" style="font-family: "Times New Roman";">Figure Shows
Aaker’s Brand Equity model <o:p></o:p></span></div>
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<span lang="EN-US" style="font-family: "Times New Roman";">In his Brand
Equity model, David A. Aaker identifies five brand equity components:</span><br />
<span style="font-family: 'Times New Roman';">(1) Brand loyalty,</span><br />
<span style="font-family: 'Times New Roman';">(2) Brand
awareness,</span><br />
<span style="font-family: 'Times New Roman';">(3) Perceived
quality,</span></div>
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<span style="font-family: 'Times New Roman';">(4) Brand
associations and</span></div>
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<span style="font-family: 'Times New Roman';">(5) Other
proprietary assets.</span></div>
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<span style="font-family: 'Times New Roman';">Aaker defines
brand equity as the set of brand assets and liabilities linked to the brand,
its name and symbols that actually add value to, or subtract value from, a
product or service. These assets include brand loyalty, name awareness,
perceived quality and associations. This definition stresses ‘brand-added
value’ however, this model does not make a strict distinction between added
value for the customer/ consumer and added value for the brand owner/ company.</span></div>
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<span lang="EN-US" style="font-family: "Times New Roman";">This model can be
used to get to grips with a brand’s equity and gain insight into the relation
between the different brand equity components and performance of the brand.
Apart from the five components, the model also reflects indicators of the
pursued branding policy. It goes without saying that brand equity will rise as
brand loyalty increases, brand name awareness increases, perceived quality
increases, brand associations become stronger and the number of brand-related
proprietary as- sets increase. The model also provides insight into the
criteria that indicate to what degree actual value is created with both
consumer and company due the pursued branding policy. <o:p></o:p></span></div>
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<b><span lang="EN-US" style="font-family: "Times New Roman";">David Aaker’s Brand Equity Model defines the five following
brand equity components: <o:p></o:p></span></b></div>
<div class="MsoListParagraphCxSpFirst" style="margin-bottom: 16.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l3 level1 lfo1; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">1.<span style="font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b><span lang="EN-US" style="font-family: "Times New Roman";">Brand loyalty:</span></b><span lang="EN-US" style="font-family: "Times New Roman";"> The extent to which people
are loyal to a brand is expressed in the following factors:<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l1 level1 lfo5; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Reduced marketing costs)
hanging on to loyal customers is cheaper than charming potential new
customers. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l1 level1 lfo5; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Trade leverage) loyal
customers represent a stable source of revenue for the distributive trade.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l1 level1 lfo5; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Attracting new customers)
current customers can help boost name awareness and hence bring in new
customers.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l1 level1 lfo5; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Time to respond to
competitive threats) loyal customers who are not quick to switch brands give a
company more time to respond to competitive threats. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l3 level1 lfo1; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">2.<span style="font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b><span lang="EN-US" style="font-family: "Times New Roman";">Brand awareness:</span></b><span lang="EN-US" style="font-family: "Times New Roman";"> The extent to which a brand
is known among the public, which can be measured using the following
parameters: <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo4; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Anchor to which associations
can be attached) depending on the strength of the brand name, more or fewer
associations can be attached to it, which will, in turn, eventually influence
brand awareness.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo4; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Familiarity and liking) consumers
with a positive attitude towards a brand, will talk about it more and spread
brand awareness.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo4; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">Signal of substance/
commitment to a brand.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo4; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(Brand to be considered)
during the purchasing process to what extent does the brand form part of the
evoked set of brands in a consumer’s mind. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
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<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">3.<span style="font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b><span lang="EN-US" style="font-family: "Times New Roman";">Perceived quality: </span></b><span lang="EN-US" style="font-family: "Times New Roman";">The extent to which a brand is
considered to provide good quality products can be measured on the basis of
the following five criteria: <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l4 level3 lfo2; mso-pagination: none; tab-stops: 47.0pt 72.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">The quality offered by the
product/ brand is a reason to buy it.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-layout-grid-align: none; mso-list: l4 level3 lfo2; mso-pagination: none; tab-stops: 47.0pt 72.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">- Level of
differentiation/ position in relation to competing brands<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l4 level3 lfo2; mso-pagination: none; tab-stops: 47.0pt 72.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">Price as the product becomes
more complex to assess, and status is at play, consumers tend to take price as
a quality indicator.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l4 level3 lfo2; mso-pagination: none; tab-stops: 47.0pt 72.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">Availability in different
sales channels, consumers have a higher quality perception of brands that are
widely available<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l4 level3 lfo2; mso-pagination: none; tab-stops: 47.0pt 72.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">(The number of line/ brand
extensions) This can tell the consumer the brand stands for a certain quality
guarantee that is applicable on a wide scale.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 72.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 47.0pt 72.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
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<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">4.<span style="font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b><span lang="EN-US" style="font-family: "Times New Roman";">Brand associations:</span></b><span lang="EN-US" style="font-family: "Times New Roman";"> associations triggered by a
brand can be assessed on the basis of the five following indicators:<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l2 level1 lfo3; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">The extent to which a brand
name is able to ‘retrieve’ associations from the consumer’s brain (such
information from TV advertising) <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l2 level1 lfo3; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">The extent to which
association contribute to brand differentiation in relation to the competition
(these can be abstract associations, such as ‘vitality’, or associations with
concrete product benefits, such ‘will leave your washing cleaner’) <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l2 level1 lfo3; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">The extent to which brand
associations play a role in the buying process (the greater this extent, the
higher the total brand equity) <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l2 level1 lfo3; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">The extent to which brand
associations create positive attitude/ feelings (the greater this extent, the
higher the total brand equity) <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-bottom: 16.0pt; margin-left: 108.0pt; margin-right: 0cm; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l2 level1 lfo3; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">§<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span lang="EN-US" style="font-family: "Times New Roman";">The number of brand extensions
in the market (the greater this number, the greater the opportunity to add
brand associations) <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 16.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoListParagraph" style="margin-bottom: 16.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l3 level1 lfo1; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">5.<span style="font-size: 7pt; font-stretch: normal;">
</span></span><!--[endif]--><b><span lang="EN-US" style="font-family: "Times New Roman";">Other proprietary assets:</span></b><span lang="EN-US" style="font-family: "Times New Roman";"> examples are patents and
intellectual property rights, relations with trade partners, and airlines'
landing slots (the more proprietary rights a brand has accumulated, the greater
the brand’s competitive edge in those fields) </span></div>
<div class="MsoListParagraph" style="margin-bottom: 16.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l3 level1 lfo1; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-indent: -18.0pt; text-justify: inter-ideograph;">
<span lang="EN-US" style="font-family: "Times New Roman";">Shanmukha <o:p></o:p></span><br />
<span lang="EN-US" style="font-family: "Times New Roman";">1311406</span></div>
<!--EndFragment--></div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com1tag:blogger.com,1999:blog-704903704111449732.post-69625880838457644902015-07-14T06:38:00.000-07:002015-07-14T07:28:12.660-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: 12.0pt; vertical-align: baseline;">
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand Leadership<o:p></o:p></span></b></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Creating and progressively building
strong brands is an important commercial activity for most business enterprises
since:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">• Brands are important and substantial financial assets that add
significantly to the market value of the overall commercial entity.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">• Brands that are well positioned can deliver sustainable competitive
advantages – allowing firms to differentiate themselves.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">• Brands enhance profitability – they allow companies to sell products
and services at prices higher than the prevailing market rate.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">For all that, however, the way that
strong brands are built is rapidly changing and evolving. A new paradigm is
emerging in which achieving brand leadership is becoming more important than
simply building brand equity.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The Old Paradigm (Build Brand Equity)
>> The New Paradigm (Achieve Brand Leadership)<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">To succeed in building brand
leadership, a business must overcome and address four key challenges:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The 4
Key Challenges of Achieving Brand Leadership:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">1. Positioning: To
originate a strategy which provides identity, differentiation and empathy.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">2. Architecture: To build a
comprehensive architecture providing strategic direction.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">3. Programs: To develop
effective programs and a system to track the results.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">4. Organization: To create a viable
brand building organization<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">In effect, the paradigm for brand
building is evolving from the tactical and reactive approach of t raditional
brand management to the much more strategic and visionary brand leadership
approach. Similarly, the focus of brand building is evolving from a limited
single market scope to a much broader and more complex multiple market focus
embracing the global perspective. And, at the same time, the key driver of
brand strategy is evolving from measures like sales or market share to a better
long-term metric, brand identity. The traditional brand management system is
being superceded by the brand leadership paradigm because of the need to
deal with new market complexities – competitive pressures, the evolution
of channels, global competition, multiple brands, aggressive brand
extensions and the arrival of complex subbrands.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; vertical-align: baseline;">
<b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Supporting Ideas</span></b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"><o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The new brand leadership paradigm is
based on a number of assumptions:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The brand building strategy should be aligned with the business strategy
of the overall business enterprise.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand leaders should be strategic and visionary rather
than reactionary and focused on tactics.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brands are long-term intangible assets of the business,
and programs which build the brand creates assets that underpin the
future success of the business enterprise.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brands enable a business to avoid the need to compete on price and
instead sustain premium pricing levels.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The actual value of the brand is difficult to quantify
precisely but it can be estimated as a percentage of the
earnings stream generated by each major product.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The new paradigm of building brand
leadership is rapidly replacing the classic brand management system. The
classic system worked well for decades, in part because
brand management was always considered a high profile position. Thus,
managers who were exceptional planners and doers tended to be attracted to
the brand manager role. In an increasingly more complex business
environment, however, the old paradigm is becoming less and less relevant.
The new brand leadership paradigm is becoming more and more important.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">For example, consider the brands
which are today competing to achieve brand leadership:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">L.L. Bean – with its legendary “Guarantee of 100% satisfaction”</span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Adidas – with a new focus on participation in sport rather
than attempting to equip just the elite sports people.</span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;"><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">MasterCard – which has become a brand leader by sponsoring the soccer World Cup.</span></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;"><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Virgin Atlantic Airways – founded and led by Richard Branson with the objective of “providing all classes of traveler with the highest quality of travel at the lowest cost”.</span></span><br />
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Swatch – which, since its 1983 launch, has built its brand around
the concept of fun, youthful and provocative watches.</span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand Equity:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">1. Brand Awareness<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">2. Percieved Equity<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">3. Brand Associates<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">4. Brand Loyalty<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Lets explain each one by one:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand awareness – is important because customers like the familiar.
Awareness effects perceptions and consumer tastes. Any brand that achieves
high levels of awareness is more likely to be chosen over its competitors.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Perceived quality – is a special type of association in the mind of
the consumer. Brands that are perceived as being high quality are more
profitable because they can demand and receive premium pricing.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand associations – are what connects the customer and the brand.
This will be a dynamic mix of images, product attributes, organizational
attributes, symbols and the brand personality. A large proportion of brand
management activities are involved with forming and shaping
these associations.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand loyalty – lies at the heart of the value of a brand.
The greater the loyalty, the higher the brand is valued, but
even those brands which have a small customer base can have high
brand equity if those customers are sufficiently loyal and passionate.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">By tracking and measuring each of
these dimensions, it becomes feasible to measure whether or not brand
equity is being increased by the actions taken.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; vertical-align: baseline;">
<b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Key Thoughts</span></b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"><o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“In an increasingly crowded
marketplace, fools will compete on price. Winners will find a way to
create lasting value in the customer’s mind.” – Tom Peters<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“Interbrand is a firm that generates
brand values. In its June 1999 study of brands, sixty brands were
estimated to have a value over $1 billion: the leaders were Coca-Cola at
$83.8 billion and Microsoft at $56.7 billion. In many cases, the brand
value was a significant percentage of the total market capitalization
of the firm (even though the brand was not on all its products).
Of the top fifteen brands, only General Electric had a brand
value under 19-percent of the firm’s market value. In contrast, nine of
the top sixty brands had values that exceeded 50-percent of the whole
firm’s value, and BMW, Nike, Apple and Ikea had brand-firm value ratios
over 75-percent. The Interbrand study rather dramatically illustrates that
creating strong brands does pay off and that brands have created
meaningful value. It is an important statement about the wisdom and
feasibility of creating brand assets.” – David Aaker and Erich Joachimsthaler<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“You cannot win the hearts of
customers unless you have a heart yourself.” – Charlotte Beers, J.
Walter Thompson<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“The key to most strong brands is
brilliant execution that bursts out of the clutter, provides a boost to
the brand, and creates a cumulative impact over time. The difference
between good and brilliant cannot be overstated. The problem, of course,
is that there is a lot of good around and little brilliance. The challenge
is to be noticed, to be remembered, to change perceptions, to reinforce
attitudes, and to create deep customer relationships. Good execution
rarely moves the needle unless inordinate amounts of resources are
expended.” – David Aaker and Erich Joachimsthaler<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“The strong brands of tomorrow are
going to understand and use interactive media, direct response,
promotions, and other devices that provide relationship-building
experiences.” – David Aaker and Erich Joachimsthaler<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“Everyone experiences more than he
understands – but it is experience, not understanding, that influences
behavior.” – Marshall McLuhan<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“Successful management involves
measurement. Without measurement, budgets become arbitrary and programs
cannot be evaluated. The key to effective measurement is to
have indicators that tap all dimensions of brand equity:
brand awareness, perceived quality, customer loyalty,
and associations that include brand personality as well
as organizational and attribute associations. Relying on
short-term financial indicators alone is a recipe for brand erosion rather
than brand building.” – David Aaker and Erich Joachimsthaler<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“Leadership is part of the core
identity for many brands, especially corporate brands, and with good
reason. It can inspire employees and partners by setting a high brand
aspiration level; the goal of being out in front makes the brand-building
task exciting and worthwhile. For many customers, a leadership brand
provides reassurance, while for others it implies quality and/or
innovation that translates into solid functional benefits. Buying and
using a true leadership brand also delivers self-expressive benefits – a
feeling of importance and the satisfaction of having good
judgement.” – David Aaker and Erich Joachimsthaler<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“Customers ultimately drive brand
value, and a brand strategy thus needs to be based on a powerful,
disciplined segmentation strategy, as well as an in-depth knowledge of
customer motivations.” – David Aaker and Erich Joachimsthaler<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“A brand strategy must follow the
business strategy.” – Dennis Carter, Intel<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">“We hire eagles and teach them to fly
in formation.” – D. Wayne Calloway, former CEO, PepsiCo<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin: 8.55pt 0cm; vertical-align: baseline;">
<b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Challenge #1<o:p></o:p></span></b></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; vertical-align: baseline;">
<b><i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Positioning: To originate a strategy which
provides identity, differentiation and empathy.</span></i></b><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"><o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Every strong brand actually has two
key elements:<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">1. An identity – a vision of how the
brand should be perceived by its target audience.<br />
2. Positioning in the marketplace – a communication strategy to prioritize
and focus the brand identity.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Businesses that succeed in building
strong brands excel at creating a rich, clear and unambiguous brand
identity and supplement that with a positioning program which clarifies
and elaborates on that brand identity.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">The brand identity states what the
organization wants the brand to stand for – the specific set of
associations the brand strategist aspires to create or maintain. Since the
brand identity drives and correlates all the brand-building activities
carried out, a strong brand identity will always have depth and richness.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"><b>To develop strong brand identities:</b><o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">1. Avoid viewing the brand too
narrowly. Instead, have a broad and rich brand identity which is
aspirational. A brand identity will always be more complex than just a
simple tagline or three-word phase.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">2. As far as possible, always link
the brand to one specific functional benefit which is compelling and
expressive. Everything else should then be linked to that benefit
by association. Ideally, if you have a strong visual metaphor which
can be used, it will become easier to communicate that attribute.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-bottom: 12pt; vertical-align: baseline;">
<span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Brand identities can be elaborated
four ways:<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">By identifying role models.</span></i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;"><br />
Role models capture the emotion of a brand and say something about its
vision. Internal role models can personalize the brand and build a
heritage within the organization of actions which make up the company
culture.<br />
Meanwhile, external brands can be inspirational – identifying world class
performers the company would like to have as its peers or role models.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<!--[if !supportLists]--><span style="color: #333333; font-family: "Courier New"; font-size: 10.0pt; line-height: 150%; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: "Courier New"; mso-fareast-language: EN-IN;">o<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Through the use of visual metaphors.<span style="border: none windowtext 1.0pt; mso-border-alt: none windowtext 0cm; padding: 0cm;"><br />
</span></span></i><span style="color: #333333; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-IN;">Visual metaphors which are aligned with the brand
identity are powerful emotive devices. They can add depth and
color to the way the brand is viewed. Strong visual metaphors
are memorable and provide strategic direction for the brand identity.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin-left: 35.65pt; text-indent: -18pt; vertical-align: baseline;">
<em style="line-height: 150%;"><b><span style="border: none windowtext 1.0pt; color: #333333; mso-border-alt: none windowtext 0cm; padding: 0cm;">To create a viable
brand building organization.</span></b></em></div>
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<span style="color: #333333;">A good brand building organization will operate globally
within a culture and organizational structure which nurtures and build
the brand. That generally requires four elements:<o:p></o:p></span></div>
<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin: 0cm 0cm 12pt; vertical-align: baseline;">
<span style="color: #333333;">1. A brand champion who will oversee the long-term
progress of the brand – avoiding ad-hoc decisions.<o:p></o:p></span></div>
<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin: 0cm 0cm 12pt; vertical-align: baseline;">
<span style="color: #333333;">2. An international communication system – allowing
sharing of insights, ideas and best practices.<o:p></o:p></span></div>
<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin: 0cm 0cm 12pt; vertical-align: baseline;">
<span style="color: #333333;">3. A common global brand planning process.<o:p></o:p></span></div>
<div style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: 150%; margin: 0cm 0cm 12pt; vertical-align: baseline;">
<span style="color: #333333;">4. The ability to execute effective brand-building
programs.<o:p></o:p></span></div>
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<strong><span style="border: none windowtext 1.0pt; color: #333333; mso-border-alt: none windowtext 0cm; padding: 0cm;">Supporting Ideas</span></strong><span style="color: #333333;"><o:p></o:p></span></div>
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<span style="color: #333333;">Global brands are easy to describe but exceptionally
difficult to build and maintain. In essence, a global brand has a high
degree of similarity across countries in terms of brand
identity, positioning, advertising strategy, personality, look and feel.
The key to successfully building a global brand is to find a
position that works and resonates equally well in all markets.<o:p></o:p></span></div>
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<span style="color: #333333;">Building a leading global brand is not simply a matter of
deciding to go international, even if you already own a
successful premium brand that is well established domestically.
Without effective, proactive management and the resources needed,
a global brand strategy is unlikely to succeed.<o:p></o:p></span></div>
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<br /></div>
<div align="right" class="MsoNormal" style="line-height: 150%; text-align: right;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">Somesh
Vishnani<o:p></o:p></span></div>
<br />
<div align="right" class="MsoNormal" style="line-height: 150%; text-align: right;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">1311422<o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com38tag:blogger.com,1999:blog-704903704111449732.post-25371374161495862532015-07-14T06:22:00.002-07:002015-07-14T07:11:47.542-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<h2 style="line-height: 150%; text-align: left;">
How Brands Become Icons</h2>
<h2 style="text-align: left;">
By:- Douglas Holt <img src="http://www.aef.com/on_campus/classroom/book_excerpts/data/:v_get/29143/3004/_res/id=sa_Picture" /></h2>
<h2 style="text-align: left;">
<span style="font-weight: normal;">Pallavi Agrawal </span></h2>
<div>
<span style="font-weight: normal;">1311433 5BBA-C</span></div>
<div>
<span style="font-weight: normal;"><br /></span></div>
<div style="line-height: 150%;">
A brand is a name, term,
design, or added affection that distinguishes one seller's artefact from those
of others. Marketers use the cast as a prop in advertisements, films and antic
events. The cast comes in the apperception of the barter and they allocution
about it, this is how cast is formed and sustains in the minds of the
customers.<o:p></o:p></div>
<div style="line-height: 150%;">
Iconic Brands can be authentic as a
being or things admired as a adumbrative symbol, abnormally of a adeptness or a
movement; a being or an academy advised aces of account or respect. These are
aswell alleged cultural icons because these brands are absorbed with acceptance
that a chump finds it admired in amalgam their identities. Barter army to
brands that actualize the ethics they admire, brands that advice them accurate
who they wish to be becomes the acknowledged iconic brands. Some of the iconic
brands are Coke, Budweiser, Nike, Candelabrum beer, Harley Davidson etc.<o:p></o:p></div>
<div style="line-height: 150%;">
personalities and affecting
relationships but cast becomes icons because of added cultural angle on
acceptable business capacity like targeting, positioning, cast equity, and cast
loyalty, which outlines a appropriate set of "cultural branding"
attempt that will radically adapt how companies access aggregate from business
action to bazaar analysis to hiring and training managers.<o:p></o:p></div>
<div style="line-height: 150%;">
<a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://www.blogger.com/blogger.g?blogID=704903704111449732" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><img src="http://image.slidesharecdn.com/howbrandsbecomeiconsintro-130409183944-phpapp01/95/how-brands-become-icons-intro-8-638.jpg?cb=1365532967" /></div>
<div style="line-height: 150%;">
There is a analytical cultural
branding archetypal which helps brands to become Icons. The archetypal consists
of Mind-share Branding, Affecting Branding and Viral Branding. The cast which
became an figure with apperception allotment branding is Candelabrum beer. The
catechism is how it became a acknowledged cast icon? So actuality is the
answer, the Mexican beer candelabrum was one of the cheapest beer in Mexico, it
had a appropriate amalgamation architecture with all the connotations and an
adorable logo on its bottle, this is what it distinguishes from added brands.
Instead of all these characteristics they accomplished the minds of barter by
owning a beer class partying affiliation and accessory user imagery. They
aswell captivated a advance alleged “official affair animal”. This invoked in
humans that affair after a beer is abortive and with its advertisements and its
bigger aftertaste it became customer’s admired beer brand. This is how it
became an iconic cast which humans bethink and analyze because of some history
associated with it.<o:p></o:p></div>
<div style="line-height: 150%;">
Brands are today beneath advance by
an arising counter-cultural movement. This abstraction builds a analytic
approach of customer adeptness and branding that explains the acceleration of
this movement and its abeyant effects. Academic business theorizes abroad
conflicts amid business and consumers. Such conflicts aftereffect alone if
firms appear to their centralized interests rather than seek to accommodated
customer wants and needs. The business abstraction declares that, with the
business angle as their guide, the interests of firms and consumers align. The
a lot of abstruse aspect of the anti branding movement from this angle is that
it takes aim at the a lot of acknowledged and acclaimed companies, those that
accept taken the business abstraction to affection and agilely activated it.
Nike and Coke and McDonald's and Microsoft and Starbucks-the success acceptance
acclaimed in business courses worldwide-are the aforementioned brands that are
relentlessly attacked by this new movement. It specifies the tensions that
abide amid how firms cast their articles and how humans consume.<o:p></o:p></div>
<div style="line-height: 150%;">
</div>
<div style="line-height: 150%;">
What makes a acknowledged brand? Is
it the superior of the associated product? Is it the customer service a
aggregation provides? Is it cartography or demographics? Is it the adeptness of
an advertising campaign, or the aggressiveness of a administration model? Is it
the beheading of a good amusing media program, or the acceptance of a
promotion? What is it that elevates alone some brands into the blast of
accolade and longevity? What is it that allows them to achieve bazaar
ascendancy and accepted devotion? While abounding answers to these questions
have been suggested, conceivably the a lot of alive one is aswell the simplest:
acknowledged brands are able to finer acquaint their bulletin to a accurate
audience. This adeptness to chronicle a set of concepts and account to
consumers and the media, which in a apple of blogs and tweets can be just about
anybody, is something that all amazing brands do well. A abundant added
daunting question than what makes a cast successful, however, is how can that
success be replicated?<o:p></o:p></div>
<div style="line-height: 150%;">
As an acknowledgment to
this question, we adduce that the axiological appropriate of successful brands
is their adeptness to transform themselves into cultures that can back the
brand’s core ethos, or character. At the foundation of this angle is the
acceptance that all humans accept similarneeds and desires that can alone be
accomplished by award acceptation through culture, which transmits meaning via
cultural apparatus like narratives, myths, rituals, symbols, and amusing
institutions to humans aural that culture. This focus on adeptness is not new
to the abstraction of marketing, and is represented a lot of noticeably<o:p></o:p></div>
<br />
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com1tag:blogger.com,1999:blog-704903704111449732.post-7857989859160276902015-07-13T22:52:00.001-07:002015-07-13T22:53:12.752-07:00The Journal of Marketing Research<div dir="ltr" style="text-align: left;" trbidi="on">
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<span class="s1">The Journal of Marketing Research has now reached almost four decades of growth since its initiation in 1964. It continues to be a rich source of innovative ideas in research methodology and knowledge diffusion for both practitioners and academics. This article pays tribute to the many scholars who have contributed to the Journal of Marketing Research's success and continued service to marketing researchers worldwide. The authors describe the early years of the Journal of Marketing Research and illustrate how it has become the premier journal in marketing research methodology. In so doing, they discuss its important role in the dissemination of knowledge through the Advanced Research Techniques Forum and other special interest marketing groups. The authors also stress the significant role of software development in the implementation of the increasingly complex computations associated with advanced marketing research methods.Research practitioners and academics are interested in learning about newer methods and when and when not to use them. In short, most are interested in knowledge development and transfer and the replications of these developments for management practice.Marketing researchers' use of cluster analysis and MDS owes much to the techniques of these early developers. Bell Laboratories graciously distributed its extensive suite of mainframe computer programs, including the FORTRAN source code, free of charge to interested takers. Many of Bell Labs' early algorithms wound up in the assorted software packages of marketing research organizations. Bell Labs' programs were eagerly applied by marketing research firms and contributed markedly to the strides made in analyzing consumers' perceptions, preferences, attitudes, and choices.Richard Johnson, then at Market Facts, independently proposed a two-factor-at-a-time trade-off approach. Both Green and Rao and Johnson published articles on their methodology. Myers, Massy, and Greyser (1980) cite this case as an example of how research ideas can permeate the marketplace, through publications and/or successful applications. Figure 1 (taken from Myers, Massy, and Greyser) illustrates the process. Discrete choice modeling has extended the breadth and value of conjoint analysis well beyond its initial roots.Now, with the advent of hierarchical Bayesian methods,analysts can estimate part-worth sat the individual level.This major event(and other techno developments,including mixture models and latent class modeling) has extended the marketing researcher’s domain to include increasingly powerful statistical methods.</span>Many highly trained researchers,including(alphabetically)Greg Allenby,Eric Bradlow,Wayne DeSarbo,Wagner Kamakura,Abba Krieger, Peter Lenk, Jordan Louviere, Peter Rossi, and Michel Wedel, have contributed to the major innovation that hierarchical Bayes and related techniques have brought to the analyst's table. These developments are excellent examples of how statisticians and marketing researchers working together,can develop useful and important techniquesfor choice modeling, multiple regression, and other multivariate tools of interest to marketers.</div>
<div class="p1">
<span class="s1">The foregoing(andbrief)summary of technical developments hardly does justice to the strides made in marketing research methodology over the past four decades.However, what has been seen is a dramatic and sustained reaching out to other disciplines (e.g., microeconomics,OR/MS, statis- tics,psychometrics)for new tools and techniques that can be adapted to. marketing problems.Conversely,marketing practitioners have provided feedback to the technique developers on how the initial methods could (or should)be modified to provide even more useful tools for applications-oriented researchers.</span><br />
<span class="s1">M.V.Krishna Karthik</span><br />
<span class="s1">1311472</span></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-29736643004262821672015-07-13T20:10:00.005-07:002015-07-13T20:14:37.902-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<div align="center" class="MsoNormal" style="text-align: center;">
<b><u><span style="color: #444444; font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Brand Management<o:p></o:p></span></u></b></div>
<span style="color: #444444;"><span style="background-color: white;"><br /></span>
</span><br />
<div class="MsoNormal" style="text-align: justify;">
<span style="color: #444444; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="background-color: white; color: #444444;"><span style="font-family: Times, Times New Roman, serif;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Brands
become iconic when they perform far beyond imaginary worlds rather than from
worlds that consumers regularly encounter in their everyday life. Over time, a
brand becomes a symbol, a material embodiment of the myth. The product is a
medium through which customers can experience the stories that any brand tells.
Brand management is about finding the brand's true essence and maintaining this
compass it. Brands provide a material connection to the myth because it load
the myth into products used every day. Iconic brands leap into emerging myth
markets usually led by other mass-cultural products. </span><span style="background: white; font-size: 12.0pt; font-style: normal; line-height: 115%; mso-bidi-font-size: 7.0pt; mso-bidi-font-style: italic;">A brand comprises of names,
logos, and designs also a product does not have a history. They are devoid of
meaning. Famous brands</span><span style="background: white; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 7.0pt;"> </span><span style="background: white; font-size: 12.0pt; font-style: normal; line-height: 115%; mso-bidi-font-size: 7.0pt; mso-bidi-font-style: italic;">names like (McDonald's, IBM),
a logo (the Nike swoosh, the Travelers umbrella), a distinctive product design
feature (Harley's</span><span style="background: white; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 7.0pt;">
</span><span style="background: white; font-size: 12.0pt; font-style: normal; line-height: 115%; mso-bidi-font-size: 7.0pt; mso-bidi-font-style: italic;">engine
sound), or any other design element that is uniquely</span><span class="apple-converted-space"><span style="background: white; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 7.0pt;"> </span></span><span style="background: white; font-size: 12.0pt; font-style: normal; line-height: 115%; mso-bidi-font-size: 7.0pt; mso-bidi-font-style: italic;">associated with the
product. The difference is that they have been filled with customer experience.</span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 7.0pt;"> </span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;"><span style="font-family: Times, Times New Roman, serif;">Consumers the ultimate King of the market often find
innovative offerings even if the offering or product is a very normal or
standard product without any special design. It is observed that it is not
important that any new business should have any specific new features, also some
innovative cultural expressions needs to be put off the target.</span><o:p></o:p></span></span></div>
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<span style="color: #444444; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">Aasavari Gupta</span></div>
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<span style="color: #444444; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">1311426</span></div>
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<span style="color: #444444; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt;">5BBA C</span></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-59167003238078271382015-07-13T14:53:00.002-07:002015-07-13T22:33:42.998-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<h2 style="clear: both; text-align: center;">
<b>Building Strong Brands</b></h2>
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" 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" 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<b>Hiten Sahni</b></div>
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<b>1311408 '5' BBA-C </b></div>
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Every brand possesses something called <strong><em>brand equity,</em></strong> made up of a series of assets that contribute to the value of that brand. Strong brands leverage those assets better than weak brands.</div>
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<em>Brand Loyalty</em></div>
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Firms with products or services that have strong brand loyalty require less marketing investment/cost to attract and retain customers. Their more loyal customer base also gives them more leverage with the trade and retailers as well as affords them time to respond to competitive threats before customers begin to switch.</div>
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<em>Brand Awareness</em></div>
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This is important because it signifies the weight of the brand within consumers’ minds. It can be broken into two components: Recall determines to what extent consumers think of a particular brand when they think of a product class/category; recognition is a euphemism for familiarity with a brand and often translates to liking. Strong brands rate high on both elements</div>
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<em>Perceived Quality</em></div>
<div style="text-align: justify;">
This brand asset helps a firm differentiate and position their product, provides the consumer with a reason for purchase, and can make demand less elastic enabling price increases. Furthermore, strong perceived quality for a brand can allow for product line extensions.</div>
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<em>Brand Associations</em></div>
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Consumers can more ably process and gather information when there are strong brand associations. It also provides a reason to purchase and just as importantly can create positive feelings toward the brand.</div>
</li>
</ol>
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<div style="text-align: justify;">
<strong style="background-color: white; color: #333333; font-family: Georgia, 'Times New Roman', Times, serif; font-size: 13px; line-height: 22px;"> The Saturn story</strong></div>
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<div style="text-align: justify;">
<span style="background-color: white; color: #333333; font-family: Georgia, 'Times New Roman', Times, serif; font-size: 13px; line-height: 22px;"> The author makes the case that Saturn has grown to become a very strong brand. Keep in mind that this book was written in 1996 at the height of Saturn’s success. </span></div>
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<div style="text-align: justify;">
<strong><span style="text-decoration: underline;">Perceived Quality</span></strong></div>
<div style="text-align: justify;">
Saturn strove to create a product that was top-notch from the outset and measured up to Japanese imports like Toyota and Honda. They not only met this quality goal with superior JD Power rankings but they also communicated it with a money-back guarantee and their exceptional handling of a brand recall.</div>
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<span style="text-decoration: underline;"><strong>Loyalty</strong></span></div>
<div style="text-align: justify;">
Saturn created fiercly loyal and passionate customers by redefining relationships with customers. They also went outside the typical approach of selling cars based on attributes to give the brand an identity based on personality and relationships. They did this by propogating a culture within their dealerships that was very friendly involving no-haggle pricing and servicing events like the Saturn homecoming to interact with customers even after the initial purchase.</div>
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<strong><span style="text-decoration: underline;">Brand Associations</span></strong></div>
<div style="text-align: justify;">
Saturn created very strong brand associations via their marketing communication by “<em>selling the company, not the car</em>“. Instead of touting the product attributes and performance (which weren’t neglected however), they emphasized the company culture and values. They highlighted the Tennessee based manufacturing plant, the positive relationship with employees and team-based approach so that consumers were buying into a philosophy as much as they were buying an actual product – and that only helped to cement the emotional connection to the brand.</div>
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<strong><span style="text-decoration: underline;">Awareness</span></strong></div>
<div style="text-align: justify;">
Lastly, Saturn undertook a different approach to the typical Detroit advertising. They enlisted a West Coast agency to touch all of their communication points to ensure consistency of message. Furthermore, Saturn generated positive PR and maintained buzz and awareness in the wake of lots of competitive noise. Word of mouth inevitably became one of Saturn’s biggest awareness drivers.</div>
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<div style="text-align: justify;">
<img src="http://image.slidesharecdn.com/brandingstrategybuildingstrongbrands-140904004215-phpapp02/95/branding-strategy-building-strong-brands-4-638.jpg?cb=1409791404" /></div>
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<div style="text-align: justify;">
<br /></div>
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<div style="text-align: justify;">
<strong>Brand Identity</strong></div>
</div>
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<div style="text-align: justify;">
In my opinion,this is one of the most important chapters in the book as Professor Aaker covers off on so many elements of his brand identity framework and really sets up the rest of the book by laying out the roadmap. It all starts with the brand identity system.</div>
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<div style="text-align: justify;">
Brand identity is one of the key elements behind a brand’s over-arching strategic vision. In chapter 1, Aaker discussed the principle of brand equity as a set of asset categories. <strong><em>Brand identity</em> </strong>is related to brand equity in that it is a driving force behind the fourth asset category: brand associations. Brand identity represents the sum total of these associations that generate an overall expression of the brand with “functional, emotional or self-expressive benefits”.</div>
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<div style="text-align: justify;">
<strong><span style="font-size: x-small;">BRAND AS PRODUCT</span></strong></div>
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<div style="text-align: justify;">
<em>Product Scope</em> – the associations that relate a product to its class or category. When this association is strong people are more likely to recall your brand at the mention of the category, and that is the ultimate goal. These associations can become an issue and even inhibit a brand when there is an attempt to expand the product scope into new categories.</div>
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<div style="text-align: justify;">
<em>Product-Related Attributes</em> – these are characteristics of the product that add value (see value proposition) and provide some sort of benefit whether it is tangible (physical) or intangible (emotional). Over emphasizing this element of brand identity however, can lead to the <em>product attribute fixation trap</em>discussed above.</div>
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<div style="text-align: justify;">
<em>Quality/Value</em> – quality can be one of the most important product attributes as it can be a cost of entry for a market (minimum level of quality is required to compete) or a critical factor for success (best quality product assumes market leadership). Value is closely linked to quality but adds the pricing element to the equation.</div>
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<div style="text-align: justify;">
<em>Associations with Use Occasion</em> – when a brand seeks to associate its product with a particular use or situation as a point of differentiation. Athletes drinking Gatorade during sport or athletic activity.</div>
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<div style="text-align: justify;">
<em>Association with Users</em> – when a brand seeks to target or associate itself with a particular consumer segment. This can be defined by demographic or psychographic traits.</div>
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<div style="text-align: justify;">
<em>Link to a Country or Region</em> – certain brands develop and leverage associations with a country or region. Often the country or region is a signal of quality based on a heritage of production of that good or product. French champagne, Italian fashion and Maine Lobsters are all examples of this.</div>
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<div style="text-align: justify;">
<strong>PROVIDING A VALUE PROPOSITION</strong></div>
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<div style="text-align: justify;">
Aaker stresses the importance of a value proposition and states that it has two primary goals</div>
</div>
<ul style="background-color: white; color: #333333; font-family: Georgia, 'Times New Roman', Times, serif; font-size: 13px; line-height: 22px; list-style: none; margin: 0px 0px 10px 10px; padding: 0px;">
<li style="background: url(https://s1.wp.com/wp-content/themes/pub/vigilance/images/list-star.gif) 0px 0.3em no-repeat; display: block; margin: 5px 0px 0px; padding: 0px 0px 0px 17px; text-align: justify;">forming a connection with the customer</li>
<li style="background: url(https://s1.wp.com/wp-content/themes/pub/vigilance/images/list-star.gif) 0px 0.3em no-repeat; display: block; margin: 5px 0px 0px; padding: 0px 0px 0px 17px; text-align: justify;">driving purchases</li>
</ul>
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<div style="text-align: justify;">
The value proposition is a function of three types of benefits.</div>
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<div style="text-align: justify;">
<span style="text-decoration: underline;">Functional benefits</span></div>
<div style="text-align: justify;">
These benefits are directly tied to the product attributes and they deliver a tangible value utility to the consumer. A large network of ATMs for example could be a functional benefit for a banking product. With functional benefits it is important to meet customers’ requirements while also differentiating the brand from competitors – and of course being able to communicate this benefit to consumers. However, if brands rely too heavily on functional benefits they can fall into the <em>product-attribute fixation trap</em></div>
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<br />
<div style="text-align: justify;">
<em><span style="font-style: normal;"><span style="text-decoration: underline;">Emotional Benefits</span></span></em></div>
<em></em><br />
<div style="text-align: justify;">
<em><em><span style="font-style: normal;">The less tangible benefits of a brand that evoke emotions or feelings among customers. Emotional benefits can often provide the strongest brand connection and identity. For example, when moms buy Progresso soup get a sense of satisfaction in knowing that they are making good food choices for their family.</span></em></em></div>
<em>
</em></div>
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<div style="text-align: justify;">
<span style="text-decoration: underline;">Self-Expressive Benefits</span></div>
<div style="text-align: justify;">
<a 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" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a>A self-expressive benefit is where the consumer feels that the brand enables them to express a personality trait or validate a feeling about oneself. </div>
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<strong>Organizational Associations</strong></div>
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There are numerous ways to do this:</div>
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<strong>Values/Culture</strong>: Saturn’s commitment to building a world-class economy car and Body Shop’s focus on concerns like the environment, animal testing, and non-recyclable packaging.</div>
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<strong>People</strong>: employees at both organizations echo and embody these values and interests</div>
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<strong>Programs</strong>: Saturn’s retail programs and “family” gatherings; The Body Shop’s visible campaigns and initiatives to further its causes</div>
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<strong>Assets and Skills</strong>: Ingredient choices and sourcing decisions made by The Body Shop; Unique dealer setup and philosophy focused on customer experience at Saturn.</div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com5tag:blogger.com,1999:blog-704903704111449732.post-1815295056212160212015-07-13T13:20:00.002-07:002015-07-13T13:20:54.949-07:00How brands become Icons<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="color: #073763; font-family: Times, Times New Roman, serif; font-size: large; line-height: 115%; mso-themecolor: accent1; mso-themeshade: 191;">How Brand become Icons: the Principal of Cultural Branding<o:p></o:p></span></b></div>
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<b><span style="color: #365f91; font-family: "Times New Roman","serif"; font-size: 20.0pt; line-height: 115%; mso-themecolor: accent1; mso-themeshade: 191;"><br /></span></b></div>
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<span style="color: #365f91; font-family: Times New Roman, serif;"><span style="font-size: 26.6666660308838px; line-height: 30.6666641235352px;"><b>Douglas B. Holt</b></span></span></div>
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<span style="color: #365f91; font-family: Times New Roman, serif;"><span style="font-size: 26.6666660308838px; line-height: 30.6666641235352px;"><b><br /></b></span></span></div>
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<i><u><span style="color: #c00000; font-family: 'Times New Roman', serif; font-size: 14pt; line-height: 115%;"><b>What is a brand?</b></span></u></i></div>
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<span style="background: white; color: #252525; font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">A<span class="apple-converted-space"> </span></span>brand<span class="apple-converted-space"><span style="text-align: start;"> </span>is
a name, term, design, or other feature that distinguishes one seller's product
from those of others</span>. Marketers use the brand as a prop in advertisements,
films and sporting events. The brand comes in the mind of the customers and
they talk about it, this is how brand is formed and sustains in the minds of
the customers.<o:p></o:p></div>
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<b><i><u><span style="background: white; color: #c00000; font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 150%;">What is an Iconic Brand?<o:p></o:p></span></u></i></b></div>
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<span style="background: white; font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Iconic B</span><span style="background-color: white; font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">rands can be defined
as a person or things regarded as a representative symbol, especially of a
culture or a movement; a person or an institution considered worthy of
admiration or respect. These are also called cultural icons because these
brands are imbued with stories that a customer finds it valuable in
constructing their identities. Customers flock to brands that embody the ideals
they admire, brands that help them express who they want to be becomes the
successful iconic brands. Some of the
iconic brands are Coke, Budweiser, Nike, Corona beer, Harley Davidson etc.</span></div>
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<span style="background: white; font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"> </span><img src="https://www.marketingsociety.com/sites/default/files/styles/reception-landing-large/public/thelibrary/brands_montage1.jpg?itok=d98bEeTL" style="text-align: left;" /></div>
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<b><i><u><span style="background: white; color: #c00000; font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 150%;">How brands become Icons?<o:p></o:p></span></u></i></b></div>
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<span style="background: white; color: #222222; font-family: "National","serif";">Brand icons
are not built by the conventional branding strategies which focus on benefits,
brand personalities and emotional relationships but brand becomes icons because
of deeper cultural perspective on traditional marketing themes like targeting,
positioning, brand equity, and brand loyalty, which outlines a distinctive set
of "cultural branding" principles that will radically alter how
companies approach everything from marketing strategy to market research to
hiring and training managers.</span><o:p></o:p></div>
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<span style="background: white; color: #222222; font-family: "National","serif";">There is
a systematic cultural branding model which helps brands to become Icons. The model
consists of Mind-share Branding, Emotional Branding and Viral Branding. The brand
which became an icon with mind share branding is <b>Corona beer</b>. The question is how it became a successful brand icon?
So here is the answer, the Mexican beer corona was one of the cheapest beer in
Mexico, it had a distinctive package design with all the connotations and an
attractive logo on its bottle, this is what it distinguishes from other brands.
Instead of all these characteristics they reached the minds of customers by
owning a beer category partying association and attendant user imagery. They also
held a campaign called </span><span style="background: white; color: #222222; mso-ascii-font-family: National; mso-hansi-font-family: National;">“</span><span style="background: white; color: #222222; font-family: "National","serif";">official
party animal</span><span style="background: white; color: #222222; mso-ascii-font-family: National; mso-hansi-font-family: National;">”</span><span style="background: white; color: #222222; font-family: "National","serif";">. This invoked
in people that party without a beer is useless and with its advertisements and
its better taste it became customer’s favorite beer brand. This is how it
became an iconic brand which people remember and identify because of some
history associated with it.<o:p></o:p></span></div>
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<u><span style="background: white; color: #222222; font-family: "National","serif";">Tag Line:</span></u><span style="background: white; color: #222222; font-family: "National","serif";"> Relax
and chill out with a cold beer.<o:p></o:p></span></div>
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<span style="background: white; color: #222222; font-family: "National","serif";"><img src="http://orig08.deviantart.net/2a76/f/2012/089/7/4/corona_beer_car_by_suepl-d4ueddm.jpg" height="188" width="320" /> </span><img src="http://static1.squarespace.com/static/5166d46de4b07ccd0c1e6908/51b20cd7e4b0df9f07652f90/534b0376e4b0c263af939b27/1397425016321/Ice+Cold+Corona+Beer+.jpg" height="212" style="text-align: left;" width="320" /></div>
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<b><i><u><span style="color: #c00000; font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 150%;">Another story of an Iconic Brand<o:p></o:p></span></u></i></b></div>
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<b><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;">Coke</span></b><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"> as we all know today and it’s the most
popular brand among youngsters has a successful story of an Iconic Brand. It is
one of the best examples of Emotional branding. But how Coke became an Iconic
Brand is a thing to wonder? So here is an interesting fact during the world war
Coca Cola Company shipped coke to the troops on the front lines and celebrated
the war effort in a blizzard of print ads, the troops used to treat the scarce
bottles of coke with religious zeal, drinking in the ritual confirmation of
their national pride. The coke
symbolized social and cultural integrity when people drank coke. It used a
symbol as humanistic plea for understanding and tolerance. Coke has such a
wonderful history associated with it and till now it has come up with lot of
new products and have changed the design of its bottles and its emotional advertisements,
popular brand ambassadors all of this has contributed in Coke being and Iconic
Brand. People love to drink as it refreshes them and creates happiness for
them.<o:p></o:p></span></div>
<img src="http://healthflava.com/wp-content/uploads/2015/01/111812_0809_WhyCokeCost1.jpg" height="283" width="320" /> <img height="320" src="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTZvIXT13pH_uouQpc2eZxcwqouX6JryxexBuEDDRgi8sF-Od_M" width="285" /><br />
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<span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt; line-height: 150%;">So there is a long history that defines how brands become an
Icon and how he culture revolves around in making them the same. These were the
two </span><span style="line-height: 24px;">successful</span><span style="font-size: 12pt; line-height: 150%;"> stories of Iconic brand which are admired by the customers. The author
also says that brand is made more by </span><span style="line-height: 24px;">intuition</span><span style="font-size: 12pt; line-height: 150%;"> and serendipity than its design
and customers and brands are both </span><span style="line-height: 24px;">interrelated</span><span style="font-size: 12pt; line-height: 150%;"> to each other.</span></span><span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 150%;"><o:p></o:p></span></div>
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<span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt; line-height: 150%;">Ridhampreet</span></span></div>
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<span style="font-family: Times New Roman, serif;"><span style="font-size: 12pt; line-height: 150%;">1311434</span></span></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com4tag:blogger.com,1999:blog-704903704111449732.post-53555801293224744842015-07-13T13:20:00.001-07:002015-07-14T05:22:07.924-07:00Brand personality<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 24px; line-height: 36px;"><b>Which brand suits your Personality</b></span></span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 36px;"><b><span style="font-size: xx-small;">A </span><span style="font-size: x-small;">Nayan Mittal</span><span style="font-size: xx-small;"> work</span></b></span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><img height="248" src="data:image/jpeg;base64,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" width="400" /></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">You presume, we assume
.But what you are actually at the end of the day is what you feel about yourself’s.
These factors give shape to a word called personality; sounds very common isn’t
it. Now before you associate your personality with attributes like young, smart,
unique, extrovert, influential, well-spoken, etc…….<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Le me tell you that you
can relate your personalities with a brand.<o:p></o:p></span></span></div>
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<a href="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSl-C5n2HkPYTWSyf0iT4Fv7Gc0jktgpZ3Xsb4rqTOMWh5rtqR9" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><img border="0" src="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSl-C5n2HkPYTWSyf0iT4Fv7Gc0jktgpZ3Xsb4rqTOMWh5rtqR9" /></span></a><span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">What is the worst thing
you can say about a person? That they have no personality. Who wants to spend
time with someone who is so boring that they are described as having no
personality? It’s better to be a jerk; at least you will be interesting. Having
a personality is equally helpful to brands.<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Not all the brands have a
personality, or at least don’t possess a strong, unique personality. Those that
do have a significant advantage in terms of standing out from the crowd, having
a message and supporting a relationship with customers. Personality is an
important dimension of brand equity because, like human personality, it is both
differentiating and enduring. Once established it will provide benefits (or
harm) over a long time horizon. Creating or supporting a personality should be
part of the brand vision discussion.<o:p></o:p></span></span></div>
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<br /></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Yes it’s true.<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Let’s start with the
basic example which is shared by David Aaker in his book "building strong brands" in 1996 in which he explains the concept of brand personality which is still more or less significant in present day.<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">But first let’s get a
little theoretical to get our facts straight and go back to lessons. What is
brand personality? <b>Brand Personality</b>
can be defined as a set of human characteristics associated with a given brand.Therefore,
it includes characteristics such as gender, age, and socio-economic classical
well as classical human traits.<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The people who own
Harley-Davidson associate with the Harley owners group or commonly known as HOG
associate themselves with three traits which are: personal freedom, American
patriotism and lastly being macho.<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Other
examples<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Marlboro</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;"> is ‘masculine’ while <i>Virginia Slims</i> is
‘feminine’</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">IBM</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;"> is ‘older’ while <i>Apple</i> is ‘younger’</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">India
Today</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;"> is
‘old-fashioned’ while <i>Outlook</i> is ‘trendier’</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Coke</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;"> is ‘conforming’ while <i>Pepsi</i> is ‘irreverent’</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Axe-</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Seduction, masculinity, individuality, unconventionality</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Marlboro-</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Masculinity, freedom, adventure</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l7 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Levi’s-</span></i><span lang="EN-US" style="font-size: 12pt; line-height: 150%;">Rebellion, sensuality, being cool</span><span style="font-size: 12pt; line-height: 150%;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">According to the book of
Building Strong Brands by David Aaker he has </span><span style="line-height: 24px;">recognized</span><span style="font-size: 12pt; line-height: 150%;"> brand personality in creating brand equity which are explained below:</span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The
Self-Expression Model<o:p></o:p></span></span></b></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Generally, it has become
that people express their own or idealized self in part by the brands that they
buy and use. Using Apple’s MacBook Pro expresses for some a non-corporate,
creative self-based in part on the perception that Apple-as-a-person is an
unpretentious, irreverent and somewhat off-the-wall person. The use of Betty
Crocker expresses the homey, maternal, nurturing side of some of its users
because Betty Crocker-as-a-person is a mother figure who is traditional,
small-town, and all-American, a person that cares about cooking and about her
family. Wearing the Nike brand is a personal representation of an active
lifestyle personality for many. Nike-as-a-person is exciting, provocative,
spirited, cool, innovative, aggressive, and into health and fitness.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The self-expressive power
of the brand can depend on the context. One study suggested that a brand
personality can transform the use experience by creating feelings during use.
Respondents were asked to project themselves into one of two scenarios. One
involved a break after a daytime hike on a mountain, while the other was during
a small evening barbecue with close friends. During the scene, the beer served
was either Coors or Löwenbräu. Coors, with its outdoorsy, active, healthy
personality, created feelings of “warmth,” “friendliness,” and “wholesomeness”
in the mountain setting, but not in the barbecue setting. In contrast,
Lowenbrau, with a warm, social personality, the reverse was true.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A brand can serve as a
person's personal statement even if that person were stranded on a desert
island. However, there are socially visible or "badge" brands,
particularly for statement products like cars and clothes, that have substantial
social impact and thus enhance to self-expressive brand role. Driving a Prius
or Mercedes provides a self-expressive benefit that is extenuated by awareness
that others will observe.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The
Relationship Basis Model<o:p></o:p></span></span></b></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">A trustworthy,
dependable, conservative personality might be boring but might nonetheless
reflect characteristics valued in a financial </span><span style="line-height: 24px;">adviser</span><span style="font-size: 12pt; line-height: 150%;">, a lawn service, or an
auto brand such as Volvo. The concept of a relationship between a brand and a
person, analogous to that between two people, provides a different perspective
on how brand personality might work. For example, consider the following
relationship metaphors:</span></span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%;"> </span></div>
<div class="MsoNormal" style="line-height: 150%;">
</div>
<ul style="text-align: left;">
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;">A weekend fun companion: Pepsi might be
better than Coke if perceived as a fun, energetic, social person.</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;">An old-fashioned mother: A down-to-earth,
honest, genuine, reliable, always there for you personality brand like
Campbell's Soup or Pepto Bismol might fit.</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;">A well-liked and respected family member:
Warm, sentimental, family oriented, and traditional personality linked to
growing up. Think of brands such as Hallmark, Kodak and even Coke.</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;">A person who you respect as a teacher,
minister or business leader: An accomplished, talented and competent person as
represented by IBM or the Wall Street Journal.</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;">A boss who exercises power or a rich
relative: A pretentious, wealthy, condescending personality perhaps reflecting
the personality of BMW, Mercedes or Lexus (with gold trim).</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;"><span style="font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 150%; text-indent: -18pt;">A companion for an outdoor adventure: An
athletic, rugged, and outdoorsy personality such as Nike or Wells Fargo.</span></li>
</ul>
<br />
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Think of a brand
relationship that involves two-way communication. What might a brand say to
you? One customer segment who perceived a credit card brand as sophisticated,
educated, a world traveller and confident believed that the card would make
comments like:<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">-"My job is to help
you get accepted," and<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">-You have good
taste."<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A second,
"intimidated" segment who considered the same credit card brand to be
sophisticated and classy but snobbish, aloof and condescending believed the
card-as-a-person would make comments such as:<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">-"I'm so well-known
and established that I can do what I want." and<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">-"If I were going to
dinner, I would not include you in the party."<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The user segments had
remarkably similar perceptions of the brand, but the attitude of the brand
toward the customer was a big discriminator and the relationship metaphor helped
provide that insight.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%;">
<b><span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The
Functional Benefit Representation Model<o:p></o:p></span></span></b></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">A brand personality can
also be a vehicle for representing and </span><span style="line-height: 24px;">curing</span><span style="font-size: 12pt; line-height: 150%;"> functional benefits and brand attributes. It can be easier to create a personality that implies a functional
benefit than to communicate convincingly that a functional benefit exists
directly. Further, it is harder to attack a personality than a functional
benefit. Consider:<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt; line-height: 150%;">The Harley Davidson-as-a-person rugged,
macho, America-loving, freedom-seeking individual who is willing to break out
from confining society norms of dress and behaviour suggests that the product
is powerful and is a bike with substance.<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt; line-height: 150%;">The Hallmark-as-person is sincere,
sentimental, warm, genuine, wholesome and ageless as well as being competent
and imaginative. This says a lot about the Hallmark offerings.<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt; line-height: 150%;">The Benetton-as-a-person is daring,
trendy, exciting, provocative, spirited and imaginative, and this affects
people’s perceptions of Benetton and its stores.<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt; line-height: 150%;">Michelin as reflected by the Michelin Man
has a strong, enthusiastic, energetic personality that suggests a tire with
strength and energy.<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt; line-height: 150%;">Wells Fargo, as represented by the
stagecoach, reflects an independent, cowboy type that delivers reliably.
Although competitors may actually deliver superior reliability and safety of
assets, because of the stagecoach, Wells wins the battle for perceptions.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm;">
</div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;">·<span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span><!--[endif]--><span style="font-size: 12pt; line-height: 150%;">The Energizer rabbit is an energetic,
upbeat, indefatigable personality who never runs out of energy--just as the
battery runs longer than others.<o:p></o:p></span></span><br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dx7y481oyd4TCn4UaS3XoAbYat-D99-xPrZTIEeRFI_mJwxq8szM3itYlNHw0Moc6BIkmPm3NGmB5QHFzKkXg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 150%;"><br /></span></span></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 150%; mso-list: l0 level1 lfo2; tab-stops: list 36.0pt; text-indent: -18.0pt;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In the end, I hope you
have identified your brand with which you can relate your personality with. You
can also take brand personality test online on this link <a href="http://www.bigbrandsystem.com/uncover-your-brand-personality-quiz/">click here</a>.<o:p></o:p></span></span><br />
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></span>
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Nayan Mittal</span></span><br />
<span style="font-size: 12pt; line-height: 150%;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">1311414</span></span></div>
<div class="MsoNormal" style="line-height: 150%;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></div>
<br />
<div class="MsoNormal" style="line-height: 150%;">
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<br /></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com2tag:blogger.com,1999:blog-704903704111449732.post-57110410704197594512015-07-13T11:26:00.001-07:002015-07-13T11:26:13.016-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<b><span style="font-family: Times; font-size: 27.0pt; mso-bidi-font-family: Times;">Brand Awareness, Attitudes, Interest, Likelihood of
Purchase </span></b><span style="font-family: Times; mso-bidi-font-family: Times;"><o:p></o:p></span></div>
<span style="font-family: "TimesNewRoman","serif"; font-size: 12.0pt;">According
to theory, consumers choose a brand they recognize, before an unfamiliar brand.
If the consumers do not choose according to theories, what are the factors that
have a greater effect on the buying behaviour? </span><o:p></o:p><br />
<span style="font-family: "TimesNewRoman","serif"; font-size: 12.0pt;">There is
not much research about the effect of brand awareness on brand choice. One of
the purposes of this dissertation was to do a research about brand awareness;
to see to what extent it matters when purchasing the first time in an unfamiliar
environment. One of the objectives was to determine if there were any
differences in buying behaviour between the chosen cultures. Due to the low number
of participants from India, we had to exclude them from our analysis. </span><o:p></o:p><br />
<span style="font-family: "TimesNewRoman","serif"; font-size: 12.0pt;">The
research questions were important since they structured the problem that was to
be answered and made it easier to limit the scope of the dissertation. The
questionnaires that were handed out reflected our research questions. This made
it possible to observe which product the public recognized most and which
product they recognized least<o:p></o:p></span><br />
<span style="font-family: "TimesNewRoman","serif"; font-size: 12.0pt;">Further,
nowadays people have a demanding lifestyle. They do not have time to stop for a
moment and feel their own will. They want to be as efficient as possible; want
to save as much time as possible. They feel that time is not enough and that
they do not have the required energy. All the different choices buyers make
when purchasing can be stressful and the possibility and demand on how to act
and what to say can be an extra burden. Sometimes, consumers want someone to
give them a proposal of a product, or just take a product among many, without
even bringing the product into line with their needs. It can be difficult to
make choices, especially at the first purchase in an unknown environment.
Therefore, we wanted to know to what extent people are using brand awareness
when choosing brand. <o:p></o:p></span><br />
<div class="MsoNormal">
So according to the journal it can be determined if the
theories are true by using questioners <span style="mso-spacerun: yes;"> </span>to see the attitude of the concerned group of
customers<span style="mso-tab-count: 8;"> </span><o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com0tag:blogger.com,1999:blog-704903704111449732.post-31428564435244915972015-07-13T10:01:00.001-07:002015-07-13T11:52:22.448-07:00Why do brands cause troubles?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="font-size: 14pt; line-height: 115%;"><span style="font-family: inherit;"><span style="color: red;">WHY
DO BRANDS CAUSE TROUBLES?</span><o:p></o:p></span></span></b></div>
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<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;">Brands are today under attack by an emerging </span><span style="line-height: 18.3999996185303px;">counter-cultural</span><span style="font-size: 12pt; line-height: 115%;"> movement. This study builds a dialectical theory of consumer
culture and branding that explains the rise of this movement and its potential
effects.</span> <span style="font-size: 12pt; line-height: 115%;">Academic marketing theorizes away conflicts between
marketing and consumers. Such conflicts result only when firms attend to their
internal interests rather than seek to meet consumer wants and needs. The
marketing concept declares that, with the marketing perspective as their guide,
the interests of firms and consumers align. The most puzzling aspect of the
anti branding movement from this vista is that it takes aim at the most
successful and lauded companies, those that have taken the marketing concept to
heart and industriously applied it. Nike and Coke and McDonald's and Microsoft
and Starbucks-the success stories lauded in marketing courses worldwide-are the
same brands that are relentlessly attacked by this new movement. It specifies
the tensions that exist between how firms brand their products and how people
consume.<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;">Following are the details of five postmodern
branding techniques that are premised upon the principle that brands are
authentic cultural resources. Postmodern branding is now giving rise to new contradictions
that have inflamed the anti branding sentiment sweeping Western countries. They
are:<o:p></o:p></span></span></div>
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<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="font-size: 12pt; line-height: 115%;">1.<span style="font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span></b><!--[endif]--><span style="font-size: 12pt; line-height: 115%;"><b><span style="color: red;">THE CULTURAL AUTHORITY MODEL:</span></b>
refers to the dominant mode of consumption that is structured by the collective
actions of firms in their marketing activities. To work properly, capitalism
requires a symbiotic relationship between market prerogatives and the cultural
frameworks that orient how people understand and interact with the market's
offerings. The cultural structuring of consumption maintains political support
for the market system, expands markets, and increases industry profits.<b><o:p></o:p></b></span></span></div>
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" 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" 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</span></span></b><!--[endif]--><b><span style="color: red;"><span style="font-size: 12pt; line-height: 115%;">THE </span><span style="line-height: 18.3999996185303px;">COM-MODIFICATION</span><span style="font-size: 12pt; line-height: 115%;"> OF PERSONAL
SOVEREIGNTY:</span></span></b><span style="font-size: 12pt; line-height: 115%;"><span style="color: red;"> </span>Case 1: How Reflexive Resistance Produces the </span><span style="line-height: 18.3999996185303px;">Commercialization</span><span style="font-size: 12pt; line-height: 115%;"> of
Personal Sovereignty. Case 2: How Creative Resistance Produces the </span><span style="line-height: 18.3999996185303px;">Commercialization</span><span style="font-size: 12pt; line-height: 115%;"> of Personal Sovereignty.</span><b style="font-size: 12pt; line-height: 115%;"><o:p></o:p></b></span></div>
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</span></span></b><!--[endif]--><span style="color: red;"><span style="font-size: 12pt; line-height: 115%;">C</span><b style="font-size: 12pt; line-height: 115%;">ONSUMER CULTURE AND BRANDING:</b></span><span style="font-size: 12pt; line-height: 115%;"> A
DIALECTICAL HISTORY: Consumer culture is the ideological infrastructure that </span><span style="line-height: 18.3999996185303px;">under girds</span><span style="font-size: 12pt; line-height: 115%;"> what and how people consume and sets the ground rules for marketers'
branding activities. The branding paradigm is the set of principles that
structures how firms seek to build their brands. These principles work within
the axiomatic assumptions of the extant consumer culture. As firms compete and
experiment within the universe of possibilities defined by these principles,
they derive a variety of branding techniques. As part of a tenuous consensus
maintained by the collective actions of consumers and marketers, consumer
culture deceptively connotes an equilibrium for what is actually a dynamic dialectical
relationship.</span><b style="font-size: 12pt; line-height: 115%;"><o:p></o:p></b></span></div>
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<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="font-size: 12pt; line-height: 115%;">4.<span style="font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span></b><!--[endif]--><span style="font-size: 12pt; line-height: 115%;"><b><span style="color: red;">THE FUTURE OF BRANDING AND CONSUMER
CULTURE:</span> </b>the techniques are grounded in a basic deceit, a denial that what the
brand stands for is motivated by the profit motive, seems to especially
infuriate her audience. In addition, the movement also attacks companies for
building blissful meanings into their brands for consumers while treating
non-consumers with much less regard. </span></span></div>
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<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"> </span></span><img src="http://eggbranding.com/images/rethink/past.jpg" height="150" width="200" /><span style="font-family: inherit; text-indent: -0.25in;"><span style="font-size: 12pt; line-height: 115%;"> </span></span><span style="font-family: inherit; text-indent: -0.25in;"><span style="font-size: 12pt; line-height: 115%;"> </span></span><img src="http://eggbranding.com/images/rethink/future1.jpg" height="150" width="200" /><span style="font-family: inherit; text-indent: -0.25in;"><span style="font-size: 12pt; line-height: 115%;"> </span></span><span style="font-family: inherit; font-size: 12pt; line-height: 115%; text-indent: -0.25in;"> </span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: inherit;"><span style="font-size: 12pt; line-height: 115%;"><br /></span></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="font-size: 12pt; line-height: 115%;">5.<span style="font-size: 7pt; font-stretch: normal; font-weight: normal; line-height: normal;"> </span><span style="font-size: 7pt; font-stretch: normal; line-height: normal;">
</span></span></b><!--[endif]--><b style="font-size: 12pt; line-height: 115%;"><span style="color: red;">CONSUMERS AND REVOLUTIONS:</span></b><span style="font-size: 12pt; line-height: 115%;"> Today's
critical academic accounts of consumer culture freeze history at the zenith of
modem branding, when firms assumed that they had </span><span style="line-height: 18.3999996185303px;">crate</span><span style="font-size: 12pt; line-height: 115%;"> </span><span style="line-height: 18.3999996185303px;">Blanche</span><span style="font-size: 12pt; line-height: 115%;"> to push brands
at consumers and shape their desires at will and when consumers often ceded
this role.</span><b style="font-size: 12pt; line-height: 115%;"><o:p></o:p></b></span></div>
<div align="right" class="MsoNormal" style="margin-left: .25in; text-align: right;">
<b><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;">GARIMA AGRAWAL<o:p></o:p></span></span></b></div>
<br />
<div align="right" class="MsoNormal" style="margin-left: .25in; text-align: right;">
<b><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: inherit;">1311429</span><span style="font-family: Times New Roman, serif;"><o:p></o:p></span></span></b></div>
</div>
Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com18tag:blogger.com,1999:blog-704903704111449732.post-66736598722492470342015-07-13T09:30:00.001-07:002015-07-13T09:30:10.962-07:00Positioning - A battle for the marketeers! <div dir="ltr" style="text-align: left;" trbidi="on">
<b><i><u><span style="color: #cc0000;">What is Positioning? </span></u></i></b><br />
<b><i><u><span style="color: #cc0000;"><br /></span></u></i></b>
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Now quite often we hear marketeers and experts talk about the right positioning of a brand in the market. The book "Positioning- The Battle For Your Mind" by Al Ries and Jack Trout gives us a clear picture and all the required details about the ethics and importance of Positioning. </div>
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This concept of Positioning has been existing over years together and has changed the nature of advertising and is an extremely powerful tool. </div>
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Let us understand it in detail. Positioning as defined by the book is basically an approach to a new way of communication, which can reach the consumers and create an effect. Positioning starts with a product, merchandise, a service or maybe a company. But we must also keep in mind that positioning is not what YOU do to a product, it is what you do to the MIND of the prospect. Clearly, it is what you are able to do in the mind of the prospect. </div>
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Now positioning often involves change, but if we look closely, changing the name or the package is not hampering the positioning of the product. These aspects can only help securing a place in the prospect's mind. The concept has become so popular today that it has changed the entire game of advertising. </div>
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The most basic approach of positioning is not to create something new, but to manipulate what's already up there in the minds of consumers. If we look at today's marketplace, it is extremely dynamic, all the old tricks and strategies don't seem to work anymore.</div>
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<span style="color: #cc0000;"><b><i><u>Getting into the Mind.</u></i></b></span><br />
<span style="color: #cc0000;"><b><i><u><br /></u></i></b></span>
<div style="text-align: justify;">
All this while we understood a little about Positioning a brand. Now why do we focus on this concept?</div>
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We do this because every brand wants to create an impact and enter into their consumer's mind and stay there. Like we often say, the retention value right? It is important, but its a hard process too. Let's assume; if I ask someone<b> "Which is your favorite perfume?" , and the person replies "Burberry! I just love their fragrances and also their bottles, my second favorite could be Fendi"</b>. See the difference?</div>
<div style="text-align: justify;">
Burberry, has been able to create such an impact by positioning themselves in a way wherein consumers love the fragrance and also the bottle. It is indeed someone's first choice. Now how did Burberry get <span style="font-family: inherit;">there? The first brand to create the right impact wins the game, simple!</span></div>
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<span style="font-family: inherit;">Love might be wonderful the sec</span>ond time, but nobody cares about the second person who went to the moon even if he/she was better. To understand the level and intensity of the competition is important for companies and brand which can help them position themselves better. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLVZaEn0DgGrRMrqmWsMezF3XzCYDcVSOr-Va6qMqwclrDeqZnVO_J-QKw7LQnMmKMkTVUGGnyYyh3duVQcH_9KDVGbprr7BHOwiA6u69Mv4iTqMoquYHSe9tFCAFC26AhQsuDvf9-Htc/s1600/1384793050_brand_positioning_thumb.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLVZaEn0DgGrRMrqmWsMezF3XzCYDcVSOr-Va6qMqwclrDeqZnVO_J-QKw7LQnMmKMkTVUGGnyYyh3duVQcH_9KDVGbprr7BHOwiA6u69Mv4iTqMoquYHSe9tFCAFC26AhQsuDvf9-Htc/s200/1384793050_brand_positioning_thumb.jpg" width="200" /></a></div>
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<u><span style="color: #cc0000;"><b><i>The Positioning Era</i></b></span></u><br />
<u><span style="color: #cc0000;"><b><i><br /></i></b></span></u>
<div style="text-align: justify;">
<span style="font-family: inherit;">Today it has become obvious that advertising is entering a new era. An era where creativity is no
longer the key to success.</span></div>
<div style="text-align: justify;">
<span style="font-family: inherit;">In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray it’s customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer’s views and opinions.</span></div>
<div style="text-align: justify;">
Yet, too many companies embark on marketing and advertising programs as if the competitor's
position did not exist. They advertise their products in a vacuum and are disappointed when their
messages fail to get through.</div>
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Positioning today matters upon how you want to portray yourself and fit into a consumer's mind in one go. There is very less to contemplate and think about long term strategies as they do not work. To be successful today you must be able to touch base with reality and also be creative. This is what can help giving marketing and branding a new and fresh approach. </div>
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<b><i>Senjuti Biswas</i></b><br />
<b><i>1311465</i></b><br />
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com8tag:blogger.com,1999:blog-704903704111449732.post-90291935977446254372015-07-13T09:12:00.000-07:002015-07-14T09:05:25.699-07:00Managing Brand Equity<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="line-height: 36px; text-align: left;">
<b style="line-height: 28.0799980163574px; text-align: justify;"><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">What is Brand?</span></b></h3>
<div class="MsoNormal" style="line-height: 24px; text-align: justify;">
<span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">A brand is a distinguishing name and/or symbol (such as logo, trade-mark, or package design) intended to identify the goods and services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors. A brand thus signals to the customer the source of the product, and protects both the customer and the producer from competitors who would attempt to provide products that appear identical.<o:p></o:p></span></div>
<h3 style="line-height: 28.0799980163574px; text-align: justify;">
<b><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;"><br /></span></b></h3>
<h3 style="line-height: 28.0799980163574px; text-align: justify;">
<b><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">What is Brand Equity?</span></b></h3>
<div class="MsoNormal" style="line-height: 24px; text-align: justify;">
<span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">Brand Equity is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers. They can be grouped into five categories:<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -36.0pt;">
<br />
<ol>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Brand Loyalty</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Name Awareness</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Perceived Quality</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Brand Associations in addition to perceived quality</span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 24px;">Other proprietary brand assets-patents, trademarks, channel relationships, etc.</span></li>
</ol>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijo-B3m4NZJkxc9o3VaOV_KFlrJUwFBkYDcp6xvIXKg1s0r4bfErU4Uzqaf_05NVbKRtnuoaTbkMbu_M6clj5VI5lnDJtwvwAVuAdwbEu17S-5C5TqO28SNHtiMcYdGWpOkqEutBmBuCo/s1600/Brand+Equity.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijo-B3m4NZJkxc9o3VaOV_KFlrJUwFBkYDcp6xvIXKg1s0r4bfErU4Uzqaf_05NVbKRtnuoaTbkMbu_M6clj5VI5lnDJtwvwAVuAdwbEu17S-5C5TqO28SNHtiMcYdGWpOkqEutBmBuCo/s640/Brand+Equity.jpg" width="452" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: 12.8000001907349px;">Figure 1: Brand Equity</span></td></tr>
</tbody></table>
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<h4>
<span style="font-family: Arial, Helvetica, sans-serif;"><b style="line-height: 24px; text-align: justify;"><span lang="EN-IN" style="font-family: "Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">Providing Value to the Customers:</span></b><span lang="EN-IN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;"> </span></span></h4>
<h4>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; font-weight: normal; line-height: 24px; text-align: justify;">Brand-equity assets generally add or subtract value for the customers. They can help them interpret, process, and store huge quantities of information about products and brands.</span></h4>
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<b><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;"><br /></span></b></h4>
<h4 style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0cm; tab-stops: 63.2pt; text-align: justify;">
<b><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">Providing Value to the Firm:</span></b></h4>
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<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;">As part of its role in adding value for the customer, brand equity has the potential to add value for the firm by generating marginal cash flow by enhancing programs to attract new customers or recapture old ones. Brand Equity can enhance brand loyalty and also provide a platform for growth via brand extension. </span></h4>
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<b style="line-height: 28.0799999237061px; text-align: justify;"><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;"><br /></span></b><b style="line-height: 28.0799999237061px; text-align: justify;"><span lang="EN-IN" style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; line-height: 150%; mso-ansi-language: EN-IN; mso-bidi-font-size: 11.0pt;">What is Brand Loyalty?</span></b><br />
<div>
<span style="font-family: Arial, Helvetica, sans-serif;">The Brand loyalty of the customer base is often the core of a brand's equity. If customers are indifferent to the brand and buy with respect to features, price, and convenience with little concern to the brand name, there is likely little equity. If they continue to purchase the brand even in the face of competition with superior features, price, and convenience, substantial value exists in the brand and perhaps in its symbol and slogans. </span><br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiF1Sy6cBm_u4Z98EpVKOTr7SDD7bSx1nI2w7dLbI9eeRNUwVbbagxahBneQ75z4sW49BULL_zDaoDDM2nXHReceflJz3eaJexGl0Wlv_dpRB_nitNUR2rv_auAj51oxqLzrc0Yb9TZos/s1600/Brand+Loyalty.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="452" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiF1Sy6cBm_u4Z98EpVKOTr7SDD7bSx1nI2w7dLbI9eeRNUwVbbagxahBneQ75z4sW49BULL_zDaoDDM2nXHReceflJz3eaJexGl0Wlv_dpRB_nitNUR2rv_auAj51oxqLzrc0Yb9TZos/s640/Brand+Loyalty.jpg" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: 12.8000001907349px;">Figure 2: Brand Loyalty</span></td></tr>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
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There are several levels of loyalty as the above figure suggests. Each level represents a different marketing challenge and a different type of asset to manage and exploit.<br />
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<h4>
<ol style="text-align: left;">
<li>The Bottom Loyalty Level: <span style="font-weight: normal;">It is the non-loyal buyer who is completely indifferent to the brand. This buyer maybe termed as a switcher or price buyer. </span></li>
<li>The Second Loyalty Level: <span style="font-weight: normal;">This includes buyers who are satisfied with the product or at least not dissatisfied. These buyers may be treated as habitual buyers.</span></li>
<li>The Third Loyalty Level: <span style="font-weight: normal;">This consists of those who are also satisfied and have switching costs-costs in time, money, or performance risk associated with switching. This group might be called switching-cost loyal.</span></li>
<li>The Fourth Loyalty Level:<span style="font-weight: normal;"> This level consists of those that truly like the brand. Their preference may be based upon an association such as a symbol, a set of use experiences, or a high perceived quality. This group might be termed friends of the brand because there is a emotional/feeling attachment. </span></li>
<li>The Fifth/Top Loyalty Level: <span style="font-weight: normal;">They have a pride of discovering and/or being users of a brand. The brand is very important to them either functionally or as an expression of who they are. This group's confidence is such that they will recommend the brand to others.</span></li>
</ol>
</h4>
<h3 style="text-align: left;">
Measuring Brand Loyalty</h3>
<div>
<h4 style="text-align: left;">
<ul style="text-align: left;">
<li>Behavior Measures: <span style="font-weight: normal;">A direct way to determine loyalty, especially habitual behavior, is to consider actual purchase patterns.</span></li>
<li>Switching Costs: <span style="font-weight: normal;">An analysis of switching costs can provide insight into the extent to which switching costs provide a basis for brand loyalty. </span></li>
<li>Measuring Satisfaction: <span style="font-weight: normal;">A key diagnostic to every level of brand loyalty is the measurement of satisfaction and dissatisfaction.</span></li>
<li>Linking of the Brand: <span style="font-weight: normal;">A positive affect can result in resistance to competitive entries. It can be much harder to compete against a general feeling of liking rather than a specific feature.</span></li>
<li>Commitment: <span style="font-weight: normal;">The strongest brands, the ones with extremely high equity, will have a large number of committed customers. </span></li>
</ul>
</h4>
<h3 style="text-align: left;">
Maintaining and Enhancing Brand Loyalty</h3>
</div>
<div>
<ol style="text-align: left;">
<li><span style="font-weight: normal;">Treat the Customer Right</span></li>
<li><span style="font-weight: normal;">Stay Close to the Customer</span></li>
<li><span style="font-weight: normal;">Measure/Manage Customer Satisfaction</span></li>
<li><span style="font-weight: normal;">Create Switching Costs</span></li>
<li><span style="font-weight: normal;">Provide Extras</span></li>
</ol>
<h4 style="text-align: left;">
<span style="font-family: Georgia, Times New Roman, serif;">References:<span style="font-weight: normal;"> Managing Brand Equity by David A. Aaker</span></span></h4>
<h4 style="text-align: left;">
<span style="font-family: Georgia, Times New Roman, serif;"><br />Ayush Agrawal</span></h4>
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<span style="font-family: Georgia, Times New Roman, serif;">1311405</span></h4>
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Anonymoushttp://www.blogger.com/profile/02928886790959123950noreply@blogger.com49