The Essential Brand Book : Over 100 Techniques to Increase Brand Value
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Product and Pricing Strategies MM – 102
Product and Pricing Strategies MM – 102 GENERAL OBJECTIVES OF THE SUBJECT At the end of the course, individuals will examine the principles of Product & Pricing and apply them within the companies need critically reflect Marketing behavior within companies and their impact on the development of this course. 9. PRODUCT & PRICING STRATEGIES 9.1 Overview of Products & Pricing 9.2 Product Mix 9.3 Stages of New Product Development 9.4 Package & Label 9.5 Pricing Strategy 9.6 Breakeven Analysis 9.1 Overview of Products & Pricing This lesson deals with the first two components of a marketing mix: product strategy and pricing strategy. Marketers broadly define a product as a bundle of physical, service, and symbolic attributes designed to satisfy consumer wants. Therefore, product strategy involves considerably more than producing a physical good or service. It is a total product concept that includes decisions about package design, brand name, trademarks, warranties, guarantees, product image, and new-product development. The second element of the marketing mix is pricing strategy. Price is the exchange value of a good or service. An item is worth only what someone else is willing to pay for it. In a primitive society, the exchange value may be determined by trading a good for some other commodity. A horse may be worth ten coins; twelve apples may be worth two loaves of bread. More advanced societies use money for exchange. But in either case, the price of a good or service is its exchange value. Pricing strategy deals with the multitude of factors that influence the setting of a price. -
The Impact of the Change in a Product Name on the Consumer's Perception
BUSINESS ADMINISTRATION – 60 ETCS B A C H E L O R The impact of the change in a product T name on the consumer’s perception H and behavior. E S ELISE SOURDOT-DEREXEL TRIM GERLICA I S Strategic Marketing with independent project – 30 ECTS 1 TABLE OF CONTENT 1 Abstract .................................................................................................................... 5 2 Acknowledgement ..................................................................................................... 6 2.1 Disposal .............................................................................................................. 7 3 Introduction: ............................................................................................................. 8 3.1 Background ......................................................................................................... 8 3.2 Problem discussion ........................................................................................... 10 3.3 Purpose ............................................................................................................ 11 3.4 Research question ............................................................................................. 12 3.5 Delimitations .................................................................................................... 12 4 Theoretical framework ............................................................................................ 13 4.1 Notion of Product ............................................................................................. -
Marketing-Strategy-Ferrel-Hartline.Pdf
Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. Marketing Strategy Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest. Copyright 2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). -
Principles of Brand Management
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone. The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands.[citation needed] Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility. -
Doppelgänger Brand Image (DBI)
Branding From A to Z Contents Introduction 3 Chapter 1- Brand 4 Chapter 2 -Brand management 30 Chapter 3- Internet branding 38 Chapter 4-Nation branding 42 Chapter 5- Branding agency 45 Chapter 6 -Green brands 48 Chapter 7 - Component of Brand Strategy 55 Chapter 8- Top Brand worldwide 61 2 Branding From A to Z Introduction Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does «branding» mean? How does it affect a small business like yours? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors›. Your brand is derived from who you are, who you want to be and who people perceive you to be. Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high- value option? You can›t be both, and you can›t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand. 3 Branding From A to Z Chapter 1- Brand A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. -
Branding a Systems Theoretic Perspective
PDF hosted at the Radboud Repository of the Radboud University Nijmegen The following full text is a publisher's version. For additional information about this publication click this link. http://hdl.handle.net/2066/19485 Please be advised that this information was generated on 2021-10-07 and may be subject to change. Document Branding 8/23/04 18:45 Pagina 1 Branding A systems theoretic perspective Een wetenschappelijke proeve op het gebied van de managementwetenschappen Document Branding 8/23/04 18:45 Pagina 2 Document Branding 8/23/04 18:45 Pagina 3 Branding A systems theoretic perspective Een wetenschappelijke proeve op het gebied van de managementwetenschappen Proefschrift ter verkrijging van de graad van doctor aan de Rad- boud Universiteit Nijmegen op gezag van Rector Magnificus, prof. dr.C.W.P.M.Blom, volgens besluit van het College van Decanen in het openbaar te verdedigen op vrijdag 10 september 2004, des namiddags om 13.30 precies door Roland Richard Robert van der Vorst geboren op 23 januari 1969 te Tilburg. Amsterdam Document Branding 8/23/04 18:45 Pagina 4 Promotor:Prof.dr.F.Huijgen Copromotor:Dr.W.P.M.Martens Manuscriptcommissie: Dr.J.M.I.M Achterbergh Prof.M.P.Franzen (Universiteit van Amsterdam) Prof.dr.K.Brandmeyer (Wirtschaftsuniversität Wien) Cover:Christian Borstlap ISBN 90-9018435-x Document Branding 8/23/04 18:45 Pagina 5 5 Directory Chapter 1 Branding in the context of a symbolized world 13 1.1 Introduction 13 1.2 A symbolized world 14 1.3 The branding dilemma 19 1.4 The elements of the thesis 24 Chapter 2 Branding -
Marketing Management
MP-106 Vardhaman Mahaveer Open University, Kota Marketing Management 284 Course Development Committee Chairman Prof. (Dr.) Naresh Dadhich Vice-Chancellor Vardhaman Mahaveer Open University, Kota Convener and Members Subject Convener and Co-ordinator Prof. P.K. Sharma Professor of Management Vardhaman Mahaveer Open University, Kota 1. Prof. P.N. Mishra 6. Prof. R.K. Jain Professor, Professor (Retd.), Institute of Management Studies, JLN Institute of Business Management, Devi Ahilya University, Indore Vikram University, Ujjain 2. Prof. Kalpana Mathur 7. Prof. Ipshita Bansal Professor, Professor, WISDOM, Deptt. of Management Studies, Banasthali Vidhyapeeth, Banasthali J.N.V. University, Jodhpur 8. Prof. Karunesh Saxsena 3. Prof. Nimit Chaudhary Professor, Professor, Faculty of Management Studies, Indian Institute of Tourism & Travel Mohan Lal Sukhadia Univeristy, Udaipur Management, Gwalior 9. Dr. Mahesh Chand Garg 4. Prof. Kamal Yadav Associate Professor, Professor, Haryana Business School, School of Management Studies, Guru Jambeshwar University of Science & IGNOU, New Delhi Technology, Hisar 5. Prof. Gitika Kapoor 10. Dr. R.K. Jain Professor, Assistant Professor, R.A. Podar Institute of Management, Vardhaman Mahaveer Open University, University of Rajasthan, Jaipur Kota Editing and Course Writing Editor Prof. H.B. Bansal Haryana Business School, Guru Jambeshwar University of Science & Technology, (Hisar) Writers Ms. Bhumija Chauhan (Unit No. 1,2,3) Dr. Vivek Sharma (Unit No.12) Department of Management, Institute of Management, Studies, The IIS University, Jaipur Devi Ahilya University, Indore Ms. Kavya Saini (Unit No. 5,7) Dr. Mamta Gupta (Unit No.13) Department of Management, Govt. Girls College, Jammu The IIS University, Jaipur Dr. Sapna Patawari (Unit No.15) Prof. Parimal H. -
Strategic Planning Online
Strategic Planning for the real world How to harness the wealth of information, inspiration and insight on the Internet for more resonant, relevant and effective communications Nicholine Hayward April 2009 ͞WĞƌŚĂƉƐLJou will seek out some trove of data and sift through it, balancing your intelligence and intuition to arrive at a glimmering new idea.͟ Steven D Levitt and Stephen J Dubner Freakonomics Introduction The problem with Planning is that we need to know what people want. This means asking them questions, which immediately creates a dilemma. Every group, every, omnibus, survey or depth interview, however carefully planned and objectively moderated, engenders a sense of self- consciousness in the respondents that can skew the results. tĞ͛ǀĞall been to Groups where someone was afraid to speak while another liked the sound of his own voice a bit too much. tŽƵůĚŶ͛ƚŝƚďĞŶŝĐĞƚŽďĞable to ƐĞĞǁŚĂƚǁĂƐŝŶƉĞŽƉůĞ͛ƐŚĞĂĚƐǁŝƚŚŽut having to ask? Would it be good to have data from a larger proportion of the population than the base sizes we normally have? tŝƚŚƚŚĞƌĞƐĞĂƌĐŚŵĞƚŚŽĚŽůŽŐLJ/͛ŵĂďŽƵƚƚŽĚĞƐĐƌŝďĞ͕we can. By looking at what millions of people are asking for and talking about online, we have access to the largest, most honest and unself- conscious focus group in the world. We can apply the results of this methodology to every stage of a business and marketing strategy, from developing the products that people are looking for and improving the ones they are already buying, to devising communications campaigns that really strike a chord. We can use it to see market and category dynamics reflected in consumer awareness and demand, to find out what people think about a brand, create rounded and realistic pen portraits and a resonant tone of voice or to gain insights into consumer behaviour ʹ and how best to reach them. -
The Ultimate Guide to Brand Management © Outfit, 2019 All Rights Reserved
The Ultimate Guide to Brand Management © Outfit, 2019 All rights reserved. The Ultimate Guide to Brand Management Table of Contents 01 .What is ‘brand’? ....................................................................................1 02 .The history of ‘brand’ in 2 minutes ......................................................5 03 .The basics of brand management ........................................................9 04 .The importance of brand architecture and heirachy .........................15 05 .Strategies for a house of brands or a branded house ........................19 06 .What does on-brand mean? ...............................................................25 07 .Brand strategy from A to not-quite Z .................................................31 08 .The power of brand integrity ..............................................................57 09 .How good brand management translates to results ..........................63 10 .Brand management in a decentralised environment .........................66 11 .How to ensure brand compliance ......................................................73 12 .How to rebrand ...................................................................................79 13 .What does it mean to debrand? .........................................................92 14 .The biggest challenges for a central marketing team ........................96 15 .How to be more efficient with marketing production ......................102 16 .What is brand automation? ...............................................................108 -
Study of Branding: Challenges, Positioning & Repositioning
G.J.C.M.P.,Vol.3(5):222-230 (September-October, 2014) ISSN: 2319 – 7285 Study of Branding: Challenges, Positioning & Repositioning Dr. Sanjay Manocha Assistant Professor, Bharati Vidyapeeth Institute of Management & Research, A-4, Paschim Vihar, New Rohtak Road, New Delhi The battle for a share of the consumer's wallet and cut throat competition for every bit of market space has resulted in search for a powerful weapon that delivers sustainable competitive differentiation. In the beginning itself it is of great relevance to quote Philip Kotler, marketing guru about his perception on brands, "Branding is expensive and time consuming and it can make or break a product." But even then, today, branding is such a strong force that hardly anything goes unbranded. No one had thought that commodities like "Aata", & "Rice" would be branded. Today, one does not go to the shop and ask for just salt but will ask for Tata Salt or Captain Cook Salt or Annapurna Salt. These brands have become part of our daily life. Developing of an effective brand allows the organization to create a distinctive presence in the market and compete more effectively by leveraging its organizational strengths. In the current competitive market, brands are identified as an intangible asset that can be revenue generating in the long run. The brand managers are today facing the twin challenges of localization versus globalization and individualization versus homogenization. In the present paper an effort has been made to study concept of branding, its meaning, functions, branding benefits and approaches of branding. Also branding positioning, repositioning and challenges of brand management have been covered. -
MGT-301 Principle of Marketing 1000 Solved MCQ an Overview of Strategic Marketing Section A
Composed By Sehrish Naz MGT-301 Principle of Marketing 1000 Solved MCQ An Overview of Strategic Marketing Section A 1) Marketing is best defined as: A) matching a product with its market. B) promoting and selling products. C) facilitating satisfying exchange relationships. D)distributing products at the right price to stores. 2) The expansion of the definition of marketing to include nonbusiness activities adds which one of these examples to the field of marketing? A)Proctor and Gamble selling toothpaste. B)St. Pauls Church attracting new members. C)PepsiCo selling soft drinks. D)Lever's donating 25 pence to a charity with every pack purchased. 3) Tom goes to a vending machine, deposits 50 pence, and receives a Cola. Which one of the following aspects of the definition of marketing is focused on here? A)Production concept. B)Satisfaction of organisational goals. C)Product pricing and distribution. D)Exchange. 4) The marketing environment is BEST described as being: A)composed of controllable variables. B)composed of variables independent of one another. C)an indirect influence on marketing activity. D)dynamic and changing. 5) A physical, concrete product you can touch is: A)a service B)a good VU Cafeteria C)an idea D)a concept E)a philosophy 6) Chimney Sweeps employs people to clean fireplaces and chimneys in homes and apartments. The firm is primarily the marketer of: A)a service B)a good C)an idea D)an image E)a physical entity Note: This is only a helping material VU Cafetria is not resposible for any solved content Composed By Sehrish Naz 7) Which one of the following statements by a company chairman best reflects the marketing concept? A)We have organised our business to make certain that we satisfy customer needs. -
Exploring Consumer Relationships with Human Brands: How Reference Groups, Affiliation Motives, and Biological Sex Predict Endorser Effectiveness
Western University Scholarship@Western Electronic Thesis and Dissertation Repository 9-25-2015 12:00 AM Exploring Consumer Relationships with Human Brands: How Reference Groups, Affiliation Motives, and Biological Sex Predict Endorser Effectiveness Jennifer A. Jeffrey The University of Western Ontario Supervisor Dr. Matthew Thomson The University of Western Ontario Graduate Program in Business A thesis submitted in partial fulfillment of the equirr ements for the degree in Doctor of Philosophy © Jennifer A. Jeffrey 2015 Follow this and additional works at: https://ir.lib.uwo.ca/etd Part of the Marketing Commons Recommended Citation Jeffrey, Jennifer A., "Exploring Consumer Relationships with Human Brands: How Reference Groups, Affiliation Motives, and Biological Sex Predict Endorser Effectiveness" (2015). Electronic Thesis and Dissertation Repository. 3238. https://ir.lib.uwo.ca/etd/3238 This Dissertation/Thesis is brought to you for free and open access by Scholarship@Western. It has been accepted for inclusion in Electronic Thesis and Dissertation Repository by an authorized administrator of Scholarship@Western. For more information, please contact [email protected]. EXPLORING CONSUMER RELATIONSHIPS WITH HUMAN BRANDS: HOW REFERENCE GROUPS, AFFILIATION MOTIVES, AND BIOLOGICAL SEX PREDICT ENDORSER EFFECTIVENESS (Thesis format: Monograph) by Jennifer Jeffrey Graduate Program in Business Administration A thesis submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy The School of Graduate and Postdoctoral Studies The University of Western Ontario London, Ontario, Canada © Jennifer Jeffrey 2015 Abstract Using a human brand (commonly referred to in popular press as a celebrity) as a product endorser is a popular marketing tool, and a variety of factors have been shown to influence the effectiveness of this technique.