kash35

New member
Am still looking for the link...:(

I am new here and dont even know how to look around and poke around to look at articles..but i suppose at some point I will manage..:)
 

vins_mehta

New member
hey thanks alot for he useful notes...!!!!!!
i have some more but are in generalised was lookin in for apple inc. specifically
 

jyothirmayee

New member
i followed d process for zip file..but it is showing that zip file is empty and could not be opened...can somebody help this out for me
 

Kalpana Heliya

Par 100 posts (V.I.P)
What is Brand Image?


A brand’s image reflects all the associations consumers have for a brand in memory. The strength, favorability, uniqueness of the associations affect the response consumers will have to the brand and to its supporting marketing activities. Association can be about attributes and benefits of the brand, or attitudes toward it. Attributes, which are descriptive features of a brand, can relate to the actual physical components and ingredients of a brand (product-related) or to such things as the price, imagery, feelings and experiences, and personality associated with the brand (non-product related).

Benefits derived from a brand may relate to the functional advantages it provides, the symbolic information it conveys, or the experiential feelings it produces. Attitudes, which represent the highest level of brand associations, reflect consumer’s overall evaluations of a brand and, consequently, often determine their behavior toward it.

The strength of associations depends upon the relevance of information consumers encounter about the brand and the consistency with which the information is presented over time. Favorablity is a function of the desirability or value of the associations in attitude formation and decision making and of their deliverability or performance probability.

The positioning strategy a marketer adopts for a brand will influence the knowledge structures consumers develop. Positioning involves establishing a frame of reference for the brand, which depends upon the target market and the competitive set, and defining points-of difference and points-of parity associations.

Given todays global economy, some companies are attempting to have a unified global positioning strategy. Marlboro cigarettes are always positioned as the rugged, virile brand, no matter what country theyre sold in. Generally, marketing folks argue that global positioning is most effective for product categories that are at either end of the high tech/high touch continuum. Why? High levels of involvement and a shared "language" among the consumers characterize both ends of this continuum.

Re: high tech. Consumers of such high tech products such as financial services and computers share a common technical language and so the term bull market, pentium microprocessors and RAM requirements are familiar to these consumers.

Re: high touch. The marketing programs for such products rely less on technical information and more on image. Buyers share a common set of symbols. High quality, highly visible, high priced products that enhance the social status of the consumer like Chanel fragrance, a Rolex watch and a Mercedes car can all be positioned similarly in various countries.

What is Brand Elements?

Brand elements are used to identify and differentiate a brand. What’s a brand element? Names, logos, symbols, characters, slogans, jingles, and packages all constitute brand elements. Brand elements have a direct impact on the degree of positive brand equity that can be established.

Think about Coke for a minute. Although in the U.S., we all focus on the great Coke goof, the introduction of new Coke, Coca-Cola has been enormously successful in the manipulation of its brand elements. It has been so successful that you can "get" the commercial if ad simply shows you an old coke bottle, or plays the first few notes of their jingle (it’s the real thing). Just seeing that phrase makes those first few notes come to mind. Now that’s excellence in brand management.

Of course, Coke is almost universally acclaimed as the quintessential global product and global brand. A mid-90s Young & Rubicam study that included 23,000 consumers in 16 countries identified Coke as being number one in both brand stature and brand vitality. (Remember, a product is not a brand--personal stereos are a category of global product; Sony is a global brand). Coke is positioned and marketed the same in all countries; it projects a global image of fun, good times and enjoyment. The product itself may vary to suite local tastes, prices may vary to suit local competitive conditions and channels of distribution may vary. However the basic underlying strategy that guides the management of the brand is the same worldwide.
Mars Inc. addressed the global brand issues with its chocolate-covered caramel bar sold under a variety of national brand names, but know to U.S. consumers as Snickers. Transforming a global product into a global brand has both risks and opportunities. For example, the Snickers name might be held up to ridicule in the UK, where nickers are slang for womens undergarments. On the other hand, by having a global brand Mars is able to leverage its communications across national boundaries and can now think about the globally positioning of the global product.
Finally, brand identity is the entire set of brand elements; in this case we argue that the whole is more than the sum of all its parts. The unique combination of the brand elements gives the brand its distinctive brand identity.

Key Points


1. Brands don’t simply fade away. They are mismanaged by the corporations: or as Aaker would say, the management squanders its brand assets.
2. Brands have differentiating features that distinguish them from competitors and add value for consumers.
3. Often consumers arent buying products, they’re buying the images associated with the products.
4. Customer-based brand equity is the differential effect of brand knowledge on consumer response to the marketing of a brand.
5. Positive brand equity results when consumers are familiar with the brand and have strong, favorable and unique associations for it.
6. Creating positive brand equity requires building awareness and associations for a brand.
7. Through the selection of a position strategy, marketers can influence the knowledge structures consumers have for a brand.
8. Positioning a brand involves choice of a target market, a competitive arena, and the set of features on which a brand is going to be similar to and different from its rivals.
9. A brand's identity is created through the choice of a name, logo, symbol, slogan, package, jingle, and character.
10. Brand elements should be memorable, meaningful, transferable, adaptable, and protectable.
11. The brand-building potential of brand elements can be gauged by asking consumers what they would think about the product if they knew only its name, logo, and other identity characteristics
 

amitkumr

New member
What is Brand Image?


A brand’s image reflects all the associations consumers have for a brand in memory. The strength, favorability, uniqueness of the associations affect the r....... if they knew only its name, logo, and other identity characteristics

The notes are good.Looking forward for more such informative pieces in future.,
Thanks.
 

jannat21

New member
i am very grateful to you for uploading such notes on this site.
as my exams are appraoching, this will be of great help. thank you.
 
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