B R a N D P L a N N I N G

In: Business and Management

Submitted By somasunthar
Words 20686
Pages 83
B R A N D P L A N N I N G

1

< CONTENTS PAGE

CONTENTS
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 1 BRAND POSITIONING MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 2 BRAND RESONANCE MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 3 BRAND VALUE CHAIN MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

B R A N D P L A N N I N G

5

INTRODUCTION

Great brands are no accidents. They are a result of thoughtful and imaginative planning. Anyone building or managing a brand must carefully develop and implement creative brand strategies. To aid in that planning, three tools or models are helpful. Like the famous Russian nesting “matrioshka” dolls, the three models are inter-connected and become larger and increasing in scope: The first model is a component into the second model; the second model, in turn, is a component into the third model. Combined, the three models provide crucial micro and macro perspectives to successful brand building. Specifically, the three models are as follows, to be described in more detail below: 1. Brand positioning model describes how to establish competitive advantages in the minds of customers in the marketplace; 2. Brand resonance model describes how to create intense, activity loyalty relationships with customers; and 3. Brand value chain model describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments. Collectively, these three models help marketers devise branding strategies and tactics to…...

Similar Documents

P N Gg Desdoinf Case

... | |1. Why are you interested in becoming a team member lead of the Project Green & White Action Team? | | |I am always interested in taking up volunteering activities, since this is an opportunity to give back to the society for the | | |opportunities that it has provided me with. Also, I would like to leverage my excellent even planning skills by being the lead of | | |the Event Planning Team. | | | | |2. What leadership experiences have you had? What skills have you developed through these experiences? | | | |1) Founder of Zonengage – Led a team of 8 to create a social networking site that connects people with the same hobbies and interests. This enabled me| |to learn time management as I had to command strict deadlines for all activities. This also enabled me to learn about conflict management as a future | |leader. ...

Words: 393 - Pages: 2

N/a I Will Put It Later on

...industry is growing rapidly and attracting numerous misinformed customers daily with its low priced food and million dollar advertisements campaigns in our society. Eating fast food it the worst thing in your life and watching TV add up to a high risk for obesity and diabetes. Even if you eating fast food meals twice a week can causes you contribute abnormal glucose control. Fast food chains do not alert to all customers to the hazardously high calorie and fat content of the food they offer. Now a days, there are so many fast food restaurant becoming a cheap and yet a popular way for people who are too busy or lazy to cook. But the cheap price of the fast food is nothing in comparison to the true price that these people are paying in hospital. I think every 6 out of 10 adults in the USA will become obese in the next 4 to 5 years if they keep eating this food the way they are. Eating fast food restaurant like this is causing major health risks. Since this food is so cheap, it makes it convenient to all people to go out and get food instead of eating homemade food. Even now a days young kids eating fast food instead of eating homemade food. All this, people need to stop eating fast food before it gets out of hand. Making people fatter, its also increasing people’s chances of obtaining. There are type two diabetes, people’s muscles and fat and, lose the ability to take in a sugar called glucose from their blood. The glucose builds up and reaches high levels and because of this......

Words: 596 - Pages: 3

Special Report I N T E R N at I O N a L B a N K I N G

...SPECIAL REPORT I N T E R N AT I O N A L B A N K I N G May 19th 2012 Retail renaissance SPECIAL REPORT INTERNATIONAL BANKING Retail renaissance The internet and mobile phones are at long last turning boring old retail banking into an exciting industry, says Jonathan Rosenthal IF YOUR BANK could start over, this is what it would be, trumpeted the marketing campaign for the launch in 1999 of Wingspan, an internet bank. The following year the bank was gone. In September 2000, a few months after the dotcom bubble burst, it was absorbed by its boring American bricks-and-mortar parent, Bank One (now part of JPMorgan). For all the high hopes that the internet would transform banking, most other internet banks launched around that time met with a similar fate. Citi f/i, an online bank started by Citigroup, was folded back into its parent in 2000. NetBank, an American pioneer of internet banking, soldiered on for longer than most but was shut down by banking regulators in 2007. On the other side of the Atlantic, Egg, Britain’s rst stand-alone internet bank, shook the market in 1999-2000 when it gained more than 2m customers within months of starting up. But within a few years it, too, had in e ect disappeared, its customers having been sold rst to Citigroup and then to Barclays and the Yorkshire Building Society. It was an ignominious end to a bold experiment in online banking that had caused palms to sweat in banking centres around the world. The promise of internet......

Words: 17111 - Pages: 69

Science a N D Human Welfare’

...SCIENCE A N D HUMAN WELFARE’ I BIOLOGY AND MEDICINE M Y SUBJECT this afternoon is “Biology and Medicine,” but I think a more accurate wording would be “Medi- cine and Other Phases of Biology,” for to my mind Medicine is a branch of Biology. Webster’s Dictionary defines medicine as the science and art dealing with the prevention, cure, or alleviation of disease. Biology is the science of life, Disease might well be defined as life out of balance, and is in a strict sense a biological process. Whether it be an attack by microorganisms, or improper functioning of glands, or congenital misformation or maladjustment, or injury by poison or bullets, disease processes are in the last analysis nothing more than cells, tissues, or organs that have suffered injury and so not only fail to perform their normal functions but in most cases interfere with the normal functions of other parts, more often than not of the entire body. Of the two great divisions of medicine dealing respectively with treatment and with prevention, the former is much the older. It is far easier to observe the effects of treatment on a person suffering from a malady than it is t o understand why someone else escaped it. Some knowledge of curative or alleviative medicine was possessed by our cave-dwelling ancestors; in fact, it is instinctive in many lower animals. It gradually grew up as a sort of folklore from a slow process ‘Public lectures delivered a t the Rice Institute on Sunday afternoons in the......

Words: 7518 - Pages: 31

Comprehensive Study of P-N Junction

...Comprehensive Study of p-n Junction Majharul Hoque Department of EEE, Ahsanullah University of Science and technology, Dhaka, Bangladesh. Email:Aoni5500@yahoo.com Abstract: To deal with electrical devices a study of p-n junction is very much important. It essential for designing electrical devices. Study of p-n junction demands some basic knowledge about electrons and its nature in an atom corresponding to the other components of the atom. This is much related to the knowledge of conductor, insulator and semiconductor. P-n junction is made of semiconductors. So the concept of semiconductor, majority and minority carrier of p-type and n-type semiconductor, depletion region of p-n junction, fermi energy level, mobility and conductivity, drift and diffusion current is actually the comprehensive study of p-n junction. 1. Introduction Semiconductor materials are the main element from which In the market today the vast majority of all solid state devices are fabricated. Semiconductor family of materials includes the elemental semiconductors Si and Ge, compound semiconductors such as GaAs and some alloys also includes in this list. Some of the major attributes of the present-day age (i.e., the age of electronics) are such common tools as computers and fibre-optic telecommunication systems, in which semiconductor materials provide vital components for various micro-electronic and optoelectronic devices in applications such as computing, memory storage, and communication. The......

Words: 4303 - Pages: 18

Negative Language Transfer W H E N L E a R N I N G Spanish as a Foreign Language

...NEGATIVE LANGUAGE TRANSFER W H E N L E A R N I N G SPANISH AS A FOREIGN LANGUAGE NURIA CALVO CORTÉS Universidad Complutense de Madrid RESUMEN. Este trabajo se centra en la influencia negativa de la transferencia lingüística en el aprendizaje del español como segunda lengua. Está dividido en dos partes: una teórica y un análisis práctico. La primera incluye los distintos aspectos que se tienen que tener en cuanta a la hora de considerar la transferencia lingüística. La segunda analiza distintos ejemplos de transferencia negativa que se han extraído de textos escritos por varios estudiantes británicos que están aprendiendo español. La conclusión mostrará que el análisis de estos errores puede ayudar a predecir algunos de estos errores. PALABRAS CLAVE. Influencia negativa, transferencia lingüística, español como segunda lengua, dos partes: una teórica y un análisis práctico, transferencia negativa, predecir errores. ABSTRACT. This paper focuses on the negative influence of Language Transfer on the learning process Spanish as an L2. It is divided into two main parts; a theoretical one and a practical analysis. The former includes the different aspects considering language transfer, whereas the latter analyses different mistakes due to negative transfer, which have been taken form texts written by several British students when learning Spanish. The conclusion will show that the analysis of these mistakes may help predict some of these mistakes. KEY WORDS. negative influence,...

Words: 5261 - Pages: 22

S Y S T E M S I N G L O B a L B U S I N E S S

...1 C h a p t e r 1 I n f o r m a t i o n T o d a y LEARNING TRACK 1: HOW MUCH DOES IT MATTER? In May 2003, Nicholas Carr, an editor at Harvard Business Review, wrote an article titled “IT Doesn’t Matter,” which stirred significant debate in the business community. Carr’s argument in a nutshell is that because every firm can purchase IT in the marketplace, because any advantage obtained by one company can easily be copied by another company, and because IT is now a commodity based on standards (such as the Internet) that all companies can freely use, it is no longer a differentiating factor in organizational performance. Carr argues that no firm can use IT to achieve a strategic edge over its competitors any more than it could with electricity, telephones, or other infrastructure. Therefore, Carr concludes, firms should reduce spending on IT, follow rather than lead IT in their industry, reduce risks by preparing for computer outages and security breaches, and avoid deploying IT in new ways. Most management information system (MIS) experts disagree. As we discuss later in this chapter and subsequent chapters throughout the book, research demonstrates that there is considerable variation in firms’ ability to use IT effectively. Many highly adept firms continually obtain superior returns on their investment in IT, whereas less adept firms do not. Copying innovations of other firms can be devilishly difficult, with much being lost in the translation. There is only...

Words: 615 - Pages: 3

N I Act

...are: (i) Promissory notes (ii) Bills of exchange (iii) Cheques. Negotiable instruments recognised by usage or custom are: (i) Hundis (ii) Share warrants (iii) Dividend warrants (iv) Bankers draft (v) Circular notes (vi) Bearer debentures (vii) Debentures of Bombay Port Trust (viii) Railway receipts (ix) Delivery orders. This list of negotiable instrument is not a closed chapter. With the growth of commerce, new kinds of securities may claim recognition as negotiable instruments. The courts in India usually follow the practice of English courts in according the character of negotiability to other instruments. 1.5.1 Promissory notes Section 4 of the Act defines, “A promissory note is an instrument in writing (note being a bank-note or a currency note) containing an unconditional undertaking, signed by the maker, to pay a certain sum of money to or to the order of a certain person, or to the bearer of the instruments.” Essential elements 7 An instrument to be a promissory note must possess the following elements: 1. It must be in writing: A mere verbal promise to pay is not a promissory note. The method of writing (either in ink or pencil or printing, etc.) is unimportant, but it must be in any form that cannot be altered easily. 2. It must certainly to an pay: express There promise be or an clear express understanding must undertaking to pay. A mere acknowledgment is not enough. The following are not promissory notes as there is no promise to pay. If A writes: (a) (b) (c)......

Words: 64211 - Pages: 257

G E N E R a T I O N K I L L

...G e n e r a t i o n K i l l Evan Wright, a reporter at the ‘Rolling Stone Magazine’, is the writer of the article. In the article we follow a marine platoon during the first period of the Iraqi invasion, we follow them through first enemy contact and hear their own private thoughts, about why they think they’re here, and why they’ve chosen to come here. The article is part reflection and part reenactment of events. The article is very informally written and is merely based of why he thinks these soldiers went to war, and the forces behind their decision making. “(…)the grace of Camelot to the shame of Watergate(…)Big Lie is as central to American governance as taxation.” His writing has a negative tone each time he speaks of the American government. He’s consequently steering the text in a direction that make the soldier seem as ‘just another brick in the wall’. The article is not objective as it should be, to allow readers to form their own opinions on the subject, but instead is filled with lingual arguments that shape writers opinion on the matter; “(…)first generation of disposable children” “They see the invasion of Iraq as simply another campaign in a war without end(…)an acceleration of the trend started in the 1990’s with Somalia, Haiti, Kosovo: America(…) the world’s dirty harry” “white house blow job” “few would be shaken to discover that they might actually be leading a grab for oil” “It’s another Iraqi town, nameless to the marines racing down the main...

Words: 706 - Pages: 3

B&N Case

...1. Use the value chain and competitive forces models to evaluate the impact of the Internet on book publishers and book retail stores such as B&N. * A internet no mercado livreiro potencia as suas forças competitivas, uma vez que se tornam mais intensas ao permitir uma integração entre empresas, a internet está alterando o mercado livreiro, mudando o poder relativo de compradores, fornecedores e dos seus concorrentes, além de permitir novos produtos substitutos e facilitar a entrada de novos concorrentes no mercado. 1. Concorrentes tradicionais, se por um lado com a Internet aumenta o número potencial de clientes, também aumenta a concorrência, quer para editores, quer para livreiros. É fácil para a concorrência saber que tipo de livros vendem e a que preço é praticado. Neste aspeto as livrarias conseguem tirar vantagens competitiva se nas suas livrarias tiverem um grande volume diferenciado de stock e praticar táticas agressivas de preço. Foi o que inicialmente fez a B& N, que retirou do mercado as pequenas livrarias, uma vez que as pessoas procuram os grandes espaços porque têm mais escolha. A internet pode ser uma ajuda importante a conseguir obter uma vantagem competitiva, quer para as livrarias como para as Editoras, através de parcerias e sinergias onde os seus sistemas de informação e processos de negócio se ligam. Para o livreiro, porque permite encomendar mais facilmente os seus livros online de forma integrada, por exemplo com a...

Words: 3060 - Pages: 13

B&N Observation

...& Noble Observation project Company Profile: Barnes & Noble is a publicly traded company listed on the NYSE under the symbol “BKS.” Barnes & Noble offers customers premier destination for book, eBooks, Magazines, toys & games, music, DVD and Blu-ray, and related products and services. Barnes & Noble (B&N) is the leading book retailer in the United Stated, with over 1,300 stores across all 50 states and Washington D.C. as well as holding 36.4% of the market share. The company consists of thee segments, which includes a retail segment, a college bookstore segment and its e-reader segment. Barnes & Noble also owns a publishing company, Sterling Publishing, a leading publisher of nonfiction books. “Barnes & Noble acquired B&N College in September 20009; it is now a wholly owned subsidiary. B&N College has 700 stores and operates on college and university campuses across the United State.” (IBISWorls) “Of these 700 stores, 664 are traditional college book stores and range in size from 500 to 48,000 square feet. The other 36 stores are academic superstores ranging in size from 11,000 to 75,000 square feet. B&N College caters toward students and faculty and offers textbooks, course-related materials, emblematic apparel, schools supplies and more. In June 2014, the company announced that it will be separating its Nook and retail store businesses. The transition is expected to be completed by early 2015.” Competitors: Barnes......

Words: 1505 - Pages: 7

E at I N G P L a N

...E AT I N G P L A N You’re closer than you think. And you get closer every day. TABLE OF CONTENTS • • • • • • • • • • • • • Introduction.................................................................................1 How the Fix Is Done .................................................................2 Get Started in 5 Simple Steps ................................................4 Added Zing!...............................................................................8 • To Treat or Not to Treat? ...................................... 10 Hydration ................................................................................. 12 • The Water Bar ........................................................ 13 • The Tea & Coffee Bar ........................................... 14 Multivitamins: ActiVit for Active You .................................. 15 Calorie Charts ........................................................................ 18 Container Food Groups ........................................................ 20 • Replacement Food Container Groups ............... 38 Recipes ..................................................................................... 41 • Seasoning Mixes ................................................... 42 • Container Recipes ................................................. 44 • Green Container ................................... 44 • Red Container ....................................... 46 •...

Words: 20904 - Pages: 84

Onopl N D

... | I. Describe and identify monopolistic competition. A. Large Number of Firms 1. Small Market Share 2. No Market Dominance 3. Collusion Impossible B. Product Differentiation C. Competing on Quality, Price, and Marketing 1. Quality 2. Price 3. Marketing D. Entry and Exit E. Identifying Monopolistic Competition 1. The Four-Firm Concentration Ratio 2. The Herfindahl-Hirschman Index 3. Limitations of Concentration Ratios 2. Explain how a firm in monopolistic competition determines its output and price in the short run and the long run. A. The Firm’s Profit-Maximizing Decision B. Profit Maximizing Might Be Loss Minimizing C. Long Run: Zero Economic Profit D. Monopolistic Competition and Perfect Competition 1. Excess Capacity 2. Markup E. Is Monopolistic Competition Efficient 1. Deadweight Loss 2. Making the Relevant Comparison 3. The Bottom line 3. Explain why advertising costs are high and why firms use brand names in monopolistic competition. A. Innovation and Product Development 1. Cost Versus Benefit of Product Innovation 2. Efficiency and Product Innovation B. Advertising 1. Advertising Expenditures 2. Selling Costs and Total Costs 3. Selling Costs and Demand C. Using Advertising to Signal Quality D. Brand Names E. Efficiency of......

Words: 5193 - Pages: 21

Fa, M, N I

...Unit I Accounting for Merchandising Business Overview Background Merchandising business deals primarily with the buying and selling of finished goods. This unit will introduce readers on the different activities done by a trading business. A brief discussion of the perpetual inventory systems is also included. Purpose The purpose of Unit I “Accounting for Merchandising Business ” is to illustrate the various buying and selling activities of a trading business. This unit also illustrates the basic entries using perpetual inventory system. A brief discussion of business documents are also included to give readers ideas of what are the basic papers being used that support a merchandising transaction. In this unit This unit contains the following topics: Topics Merchandising Business Inventory System Merchandise Accounts Business Documents Proprietor’s Investment and Withdrawal Purchase of Merchandise Purchase Returns and Allowances Discounts on Purchases Sales Sales Returns and Allowances Discounts on Sales Freight on Merchandise Income Statement Review Questions Exercises See Page 2 of F 3 of F 7 of F 9 of F 14 of F 15 of F 18 of F 20 of F 25 of F 27 of F 28 of F 29 of F 33 of F 38 of F 39 of F Marivic D. Valenzuela-Manalo Page 1of F Merchandising Business Overview An organization that is engaged in the buying and selling of goods or merchandise is a merchandising or trading concern. Merchandise refers to goods purchased for resale in the same......

Words: 8432 - Pages: 34

Case: C U S Tom F a B R I C at O R S , I N C . — F R O M L E a N Ma N U F a C T U R I N G Pa R T N E R to C O N T R a C T Ma N U F a C T U R E R

...CASE: C U S TOM F A B R I C AT O R S , I N C . — F R O M L E A N MA N U F A C T U R I N G PA R T N E R TO C O N T R A C T MA N U F A C T U R E R As Ben Lawson, CEO of Custom Fabricators, Inc., drove back to his home in South Indianapolis, he thought about the day. I’ve done a lot of business with Orleans Elevator in Bloomington over the years, but just wonder how long this will continue. I have much invested in my manufacturing plant located right next to their plant, but now that United Technologies [the parent company of Orleans] is all into this FreeMarkets Internet purchasing system, I just wonder how long they are going to be interested in keeping me in the supply chain loop. It’s been a good business over the past few years. I was in the right place at the right time when Orleans got into just-in-time and lean manufacturing in the late 1980s. Initially I was just making the control panels for the elevators. It was interesting to walk into a new building, get on the elevator, and see my company’s handiwork in that beautiful stainless steel panel that houses the buttons for the floors on the building. I could take a lot of pride in the craftsmanship even though it was largely a technology thing. That new numerically controlled machine tool that I purchased in 1985 made making the holes in those custom panels easy. We are still making beautiful panels. Since that time, my company has gotten a lot of other business from Orleans. We now make all kinds of special......

Words: 1821 - Pages: 8