Aesthetics and the Brand. Jonathan E. Schroeder Professor of Marketing University of Exeter. General Research Program. How do images strategically communicate? How do images circulate in consumer culture? How do people understand advertising images?
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Brand Power. An exploration. A Working Example to Explain Brand Power: Big Box Electronics. The Big Box Electronics category is characterized by: Huge Dollar volume Small margins Domination by 2 National Chains. Big Box Electronics. Both have Big stores (U.S.) Semi-self service
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ADVERTISING: The History. PREHISTORY. 1704 - First Newspaper Ad 1742 - First Magazine Ad 1842? - (US) - First advertising agency 1882 - Procter & Gamble Co. begins advertising Ivory soap ($11,000) 1889 - (Canada) - First Canadian agency McKim -- sold newspaper space to advertisers.
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Chapter 3 The Advertising Spiral and Brand Planning. Objectives_1. Understand The importance of understanding the product life cycle The relationship of the advertising spiral The birth and basics of branding. Objectives_2. Understand Brands and integrated marketing Brand equity
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Lecture on Managing Products and Brands www.AssignmentPoint.com. THE PRODUCT LIFE CYCLE. THE PRODUCT LIFE CYCLE. Introduction Stage Growth Stage Maturity Stage Decline Stage Deletion Harvesting. Honda Ad Introductory stage product.
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CUSTOMER-BASED BRAND EQUITY. Zeenat Jabbar. Brand Knowledge Structure. Brand awareness, depth, and breadth Brand associations. Summary of Customer-Based Brand Equity Framework. Sources of brand equity Strength Favorability Uniqueness Outcomes of brand equity Greater loyalty
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Research and consumer behaviour. Managers should have a concept of the market in their mind, but must treat the market pragmatically A prime example of being pragmatic is using research information Research information is a real marketing asset, it is rare, tacit and proprietary.
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THE PRODUCT LIFE CYCLE. Product Life Cycle. Introduction Stage. Primary Demand. Selective Demand. Skimming Pricing. Penetration Pricing. Slide 11-11. THE PRODUCT LIFE CYCLE. Growth Stage. Repeat Purchasers. Maturity Stage. Decline Stage. Deletion. Harvesting.
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The Brand Equity Chain. Brand Meaning. Brand Equity. Brand Value.
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CHAPTER 10: MEASURING OUTCOMES OF BRAND EQUITY: CAPURING MARKET PERFORMANCE. Measuring Brand Equity. Multi-dimensional concept Many different measures required The ultimate value of a brand depends on the underlying components of brand knowledge and sources of brand equity.
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Physical Objects Services Events Persons. Places Organizations Ideas Combinations of the above. What is a Product? A PRODUCT is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes:. What is a Service?.
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