Brand equity

Intro to Marketing Midterm Review Sheet Chapter One: Creating Customer Relationships and Value Through Marketing Definition of marketing - the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large. Exchange of marketing, what are the 4ps Exchange: Achieving two goals: 1) discover the needs and wants of prospective customers and 2) to satisfy those needs and wants - exchange is the trade

theory of archetypes: - Stereotypical characteristics that define certain people, instincts. (eg) Harry Potter, he is a hero, we instantly know what characteristics a hero has. Brands Branding Brand equity • Brand loyalty • Perceived quality • Other brand assets • Name awareness • Brands associated • History of the brand Target markets Market segmentation – “dividing total market into several smaller groups that have smaller needs, and behaviours” • Market aggregation – Whole market •

customers it could also choose in-house production. Since Harley relies on brand recognition, the buyers of Harley-Davidson motorcycles have great influence over production decisions. The threat of substitute products for Harley motorcycles is average because of the brand recognition that Harley enjoys. If riders are not looking for the Harley-Davidson image and want a cheaper motorcycle, they may look at other brands. Rivalry in the industry is high with low-priced competitors such as Honda,

advertising initiatives and programs designed to attract new prospects and turn them into customers (Villarejo-Ramos, Manuel, 2005). Promotion therefore is more of an investment and less of an expense, in that it contributes to the long-term success of a brand, tis products, and the acceptance in the market (Shapiro, 1990). Not only does promotion contribute to the broader awareness of a product and its continued adoption over time, it also is valuable in managing each phase of the product lifecycle of

1. What is Martha Stewart the brand? What is the brand identity? Do multiple brand identities exist? Martha Stewart's brand stands for stylish and traditional American living. She is brilliant at channeling the taste and passion of her customers into new products and media. She is said to turn "dreamers into doers". Taking this in to the context of how corporate strategists want the brand to be perceived by internal and external constituents arrives at a brand identity. The core identity or

Describe Famoso’s positioning. Famso’s Positioning – Through high quality product, exclusive recipe, excellent consumer experience and traditional technique of making pizza, Famoso Neapolitan Pizzeria was successful in making a distinct brand image relative to competing brands in the mind of customers. ¬ Unique ingredients and cooking process were the key traits of Famoso’s pizza to influence consumer choice and training with the association Verace Pizza Napoletane, an organization preserving the standards

been made on on corporate social responsibilities of a bank, but still there is a lot more to explore. Trustworthiness between bank and customer is very important for strengthening of an organizational brand. General view is that banks invest money for their benefit, but actually they are the brand treasured most in the society. This research article will explain corporate social responsibilities of a Brazilian bank, Banco do Brasil (BB), and will explain how these responsibilities provide advantage

for the brand reputation, premium product and quality they served in the high-end seafood industry. Recently they are facing the challenge of inventory pileup in a short period of time due to the investment in state-of-the-art freezer trawlers, along with new fishing regulations. Whether cutting the current price by around 50% to clear the inventory is the main argument among the board members. I’m not in fever of simply price cutting. My recommendation is to consider launching a new brand at a lower

Limited’ in 1999, the brand went public on the New York Stock exchange. Currently, Abercrombie and Fitch sells jeans, graphic t shirts, shorts, knit and woven shirts, outerwear etc under the brand names of Abercrombie and Fitch, Abercrombie kids and Hollister. The main competitors of the brand include ‘Aeropostale’, ‘American Eagle outfitters 77 kids ‘and The Gap Inc. According to a survey by the ‘Teenage Research Unlimited’, Abercrombie and Fitch was regarded as the 6th coolest brand by the American

IMPACT OF BRAND IMAGE ON CONSUMER BEHAVIOUR A case study of ISC, London INDEX Chapter 1 1.1 Abstract 1.2 Introduction 1.3 Aim 1.4 Background study 1.5 Research Objective 1.6 Research Questions 1.7 Limitation to study Chapter 2 2.1 Literature review Chapter 3 3.1 Research Method 3.2 Data collection 3.3 Sample of the study and their profile Chapter 4 4.1 Research analysis and findings Chapter 5 5.1 Conclusion and recomendation Appendix Chapter 1 ABSTRACT With emergence