Essay About Brands

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    Furthermore, the publication suggests that the brand loyalty is correlated with market share. So, the bigger the company is, the more loyalty among its customers. And, this is true because the more people get to know the company, its services, and its products, the more brand identity it will form among current customers. Also, large companies benefit from having more loyal customers because they engage in word-of-mouth activities which can potentially attract more customers. So, there are many ways

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    (2009, p.315) Brand relationship is defined as the continual exchanges between a specified brand and an established customer, where relationship characteristics of love, association, interdependence and loyalty are developed with the brand. However, Keller (2014, p.365) revealed that consumer-brand relationships are the quality of relationship between brands and consumers. As a result, there are many influences that formulate consumer brand relationship. Basically, brand loyalty , brand equity and trust

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    characteristics of brand posts on the intention of users to engage with the brand in Twitter, to explore in depth dimensions of online brand engagement, which include cognition, affect, and behavior and the effect of this online brand engagement on brand loyalty and e-word of mouth. . Furthermore, this study tried to test the proposed conceptual model of online brand engagement that supported engagement between the antecedents and behavior related outcomes associated with “following” brands on Twitter.

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    Brand Identity : A Brand

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    Brand Identity A corporate brand is like a good soup; when properly prepared it is far more than the sum of its parts. A magnificent soup starts with wholesome ingredients, but in time those ingredients harmonize and create a cacophony of flavors. With a successful brand, a similar process occurs. A company starts off with some guidelines and a few product ideas. Then, some magical happens; the company discovers it has opinions and stands for something – it has a set of values. These values

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    definitions of brands, two approaches of defining a brand are derived. The traditional one is a practical view which articulates a brand as a product identifier, including the source of the product (Aaker, 99 ). According to him, “a brand is a distinguishing name and/or symbol which intended to identify the goods, services of either one seller or group of sellers and to differentiate those goods or services from those of competitors”. Another approach, as holistic view, presents a brand as more than

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    Assignment#1 February 17, 2015 Brand Effect in markets In these ages, the material consumption became an important part in people’s daily life so it is interesting to finding the relationship between brand and diverse groups in the society. There are some words from the Philip Kotler and Gary Amstronga brand is defined as a "name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product" (Para. 3). In the past, the meaning of brand refers an inevitable outcome

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    Brand Loyalty

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    Brand Antecedents of true BrAnd LoyALty Jooyoung Kim, Jon d. Morris, and Joffre swait ABSTRACT: We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility, affective brand conviction, cognitive brand conviction, attitude strength, and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model, demonstrating

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    Brand Cannibalization

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    BRAND CANNIBALIZATION: EAT OR BE EATEN With increasing commoditization of brands, differentiation is hard to come in every industry. Consumers are now flooded with options, single company having several brands in same product category. Positioning, targeting, segmenting can serve as strategies no more. Rather it is the basic hygiene which any company needs to follow if it needs to sustain in the race for market share. So, what should a marketer adopt as a strategy? There are unconventional

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    Brand Community

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    CONCEPT OF BRAND COMMUNITY: BUILDING COMMITMENT IN THE CHARITY SECTOR ABSTRACT The paper introduces a model of brand community development that is extended to the nonprofit sector; a sector that has just recently begun to embrace relationship marketing. It is believed that brand communities represent a unique form of relationship marketing, with benefits that are particularly compelling for nonprofits. Indeed, the paper reveals that many of the characteristics of brand communities

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    Brand Equity

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    UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 's was the concept of brand equity. The emergence of brand equity, however, has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy --

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