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... to customers from the organization members.* Four Brand Identity Perspectives Product Organization Person Symbol * David A. Aaker, Building Strong Brands, 1996, 68.

http://faculty.kutztown.edu/jwilliam/pwr_pt_slides/Marketing_Management_Updates/Chap009.ppt

Date added: August 23, 2011 - Views: 354

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PowerPoint Presentation

Creating, developing and exploiting an event’s or sports brand Sportaccord 2003 ... David Aaker, Building strong brands Create a “personality” for your sport or event Brand identity Create a product that is ...

http://www.sportcentric.com/vsite/vfile/page/fileurl/0,11040,5035-143941-161157-47005-0-file,00.ppt

Date added: November 21, 2013 - Views: 3

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PowerPoint 프레젠테이션

Title: PowerPoint 프레젠테이션 Author: 윤형윤 Keywords: David Aaker, Brand Hierarchy Description: Brand Structure에 대한 Aaker의'Building Strong Brands(1996)' Chapter 8 및 Brand Relationship Spectrum (2000, California Management Review) 요약 정리

http://cfile6.uf.tistory.com/attach/155B6E0D4CA53DF547CEEA

Date added: February 11, 2013 - Views: 12

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Strategic Marketing and Strategic Brand Management

... Presentation and Discussion Building Brands through Effective advertising Relationship Branding and CRM Branding Strategy for ... 2005 David A Aaker , Managing Brand Equity, 1991,The Free Press David A Aaker, Building Strong Brand,1996, The Free Press Richard A D’Aveni ...

http://xa.yimg.com/kq/groups/20780440/972148131/name/Sylabus+Pemasaran+Stratejik.ppt

Date added: May 3, 2013 - Views: 23

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Slide 1

Aaker, David A. (2002), Building Strong Brands. New York: Free Pr. Aaker, David A., Joachimsthaler E. (2002), Brand Leadership. New York: Free Pr. Haig M., ... associations that are not unique to the brand but may be shared with other brands.

http://www.caad.au.edu/attachments/article/189/Brand%20Positioning%20printed%20version.ppt

Date added: July 21, 2014 - Views: 2

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Being Effective in the Consulting Process + Role - 2004-12

... The Consulting Process Contracting Fears Review & Conclusion A Consulting Process Bibliography December 2004 Aaker, David A., Managing Brand Equity: Capitalizing on the ... New York, 1989. (ISBN 0-02-900101-3) Aaker, David A., Building Strong Brands, The Free Press, New York, 1996 ...

http://www.uta.edu/msmr/file_download/1

Date added: September 12, 2011 - Views: 64

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CHAPTER SEVENTEEN - Leeds School of Business

The Value of a Strong Brand “Brand equity has just as much ... Berkeley What is a Brand? Benefits of Brands Consumers Identification of the source ... 2007 The Value of a Strong Brand “Brand equity has just as much effect on stock price as do earnings.” —David Aaker ...

http://leeds-faculty.colorado.edu/moreaup/MKTG%204250%20-%20Fall%2004/planning%201%20-%20branding.ppt

Date added: September 25, 2011 - Views: 110

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MarketspaceU - Intro to e-Commerce - Chapter 7 Enhanced ...

... Prentice-Hall, 1998); David Aaker, Building Strong Brands (New York: The Free Press, 1995); Strategic Market Research Group; Marketspace Analysis. Traditional Brands On-line Brands The product / service with which the brand is associated was established in the online world Examples: ...

http://www.philadelphia.edu.jo/academics/aalawneh/uploads/IECch07b.ppt

Date added: March 6, 2012 - Views: 36

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MARK 5342 Day 4 - University of Texas at Arlington

Source: David Aaker (1996), “Building Strong Brands,” (New York, NY: Free Press) Role of Brand Identity. It is critical for management to protect a firm’s brand identity and resulting brand equity.

http://www.uta.edu/faculty/richarme/MARK%205342/MARK%205342%20day%204.pptx

Date added: May 8, 2013 - Views: 88

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Successfully Marketing Your Prepaid Product While Managing ...

... the value provided by a product or service…” Building Strong Brands, David Aaker Definition of a Brand: Building Powerful Brands -- Where to start? Blackhawk Network Confidential What is your Promise? Mind the Gap -- the fastest way to break the brand…

http://fletchergroupllc.com/files/Prepaid_Expo_Presenation_FINAL.ppt

Date added: October 18, 2011 - Views: 45

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Calculating Customer Value - University of Washington

... “A focus on loyalty segmentation provides strategic and tactical insights that assist in building strong brandsDavid Aaker, “Building Strong Brands” “One of my customers cornered me at a charity board meeting and told me, ...

http://courses.washington.edu/dmarket/Fall2006/crm%20final%2006.ppt

Date added: May 2, 2013 - Views: 25

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PowerPoint Presentation

Four Brand Identity Perspectives Product Organization Person Symbol * David A. Aaker, Building Strong Brands, 1996, 68. MANAGING BRAND STRATEGY Proactive efforts should be devoted to managing each brand over time.

http://sabilfeb.lecture.ub.ac.id/files/2014/04/new-product-and-brand.ppt

Date added: May 29, 2014 - Views: 4

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Strategic Market Manangement - 7th Edition - Wiley: Home

... David Aaker Chapter 9 - Building and Managing Brand ... Awareness provides a sense of familiarity, credibility, and relevance in that customers are more likely to consider brands ... Building and Managing Brand Equity PPT 9-* “It is the characteristic excellence of the strong man that ...

http://higheredbcs.wiley.com/legacy/college/aaker/0470317248/ppt/ch09.ppt

Date added: May 3, 2013 - Views: 30

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Calculating Customer Value

University of Washington EMBA Program “Relationship Marketing & CRM Intro ” Instructor: Elizabeth Stearns

http://courses.washington.edu/emba532a/EMBAcrm.ppt

Date added: May 26, 2014 - Views: 1

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TÄHÄN TULEE ESITYKSEN OTSIKKO

SOCIAL MEDIA AND BRANDING Matti Helelä, Senior Lecturer Suvi Kalela, Senior Lecturer Tuula Kauhanen, Senior Lecturer HAAGA-HELIA University of Applied Sciences ...

http://myy.haaga-helia.fi/~liibba/socialmediabranding.ppt

Date added: October 12, 2014 - Views: 1

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1 Never Underestimate the Power of a Brand

David Aaker Managing Brand Equity What is a brand? ... Slide 7 Slide 8 Slide 9 Slide 10 Slide 11 Slide 12 Why are brands important? A strong brand: A strong brand: A strong brand = Brands: Slide 18 Brands: Slide 20 Slide 21 Slide 22 Slide 23 Slide 24 Slide 25 Slide 26 Brands: Slide 28 ...

http://www.ecu.edu/cs-acad/ecutourism/upload/Mabe_brand.ppt

Date added: May 2, 2013 - Views: 39

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Frequency and Loyalty Marketing

From: David A. Aaker Building Strong Brands; New York: The Free Press page 10 Customer Loyalty and Frequency Marketing (c) Stowe Shoemaker, Ph.D * The Brand as a Ship Competitors correspond to enemy ships; knowing their location, ...

http://www.stoweshoemaker.net/images/Final_Slides_CRMFM_2008.ppt

Date added: August 8, 2011 - Views: 121

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Strategic Market Manangement - 7th Edition - Wiley: Home

Chapter Thirteen Global Strategies Copyright © 2010 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in Section 117 of the 1976 United States Copyright Act without the express written permission of the copyright owner is unlawful.

http://higheredbcs.wiley.com/legacy/college/aaker/0470317248/ppt/ch13.ppt

Date added: June 17, 2013 - Views: 11

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Strategic Issues Management Theory - PROmotion

Connecting with Customers,; Building Strong Brands And our goals for this residency are . . . ... and fad life cycles. * From former UC Berkeley prof David Aaker, seven dynamics that result in new categories about forces that drive emergence of threats or opportunities.

http://nancyvanleuven.files.wordpress.com/2010/09/residency-2-academics.ppt

Date added: May 2, 2013 - Views: 17

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Slide 1

В книгата си “Създаване на силни марки” (Building Strong Brands) David Aaker казва, че марката е нещо като “умствено кутия” и дава определение за капитал на бранд като: ...

http://www.welcometobulgaria.biz/wp-content/uploads/2012/10/Plovdiv_2012-presentation.pps

Date added: April 12, 2014 - Views: 1

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Strategic Market Manangement - 7th Edition - Lingnan University

... benefits/attributes) -associated with friendship and happiness (personality association) For Discussion: Why they are strong? The ... How has the identity been brought to life? What are the proof points? Why don’t more brands emulate Virgin’s brand ... David Aaker © 2005 John Wiley ...

http://www.ln.edu.hk/mkt/staff/l2peng/mkt355/Powerpoint_slides/disch9.ppt

Date added: May 26, 2013 - Views: 11

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Business Models - HiMolde

... Prentice-Hall, 1998); David Aaker, Building Strong Brands (New York: The Free Press, 1995); Strategic Market Research Group; Marketspace Analysis. * Monitor Company ©1999 — Confidential * Table 7-3: ...

http://home.himolde.no/%7Emolka/lo205/booknotes-05/ch07.ppt

Date added: June 12, 2012 - Views: 26

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SUPPLY CHAIN MANAGEMENT Online/Distance Learning Course ...

BRAND MANAGEMENT AND NEW PRODUCT DEVELOPMENT SECTION 4B Brand Management and the Firm Brand Equity Models ALAN L. WHITEBREAD

http://awhitebread.ba.ttu.edu/Syllabus/BM%20STU2.ppt

Date added: August 24, 2014 - Views: 1

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The New Product Development Process - Leeds School of Business

... the known “Looks like” vs. “Works like” Alternative Interpretations Analogies Used Branding The Value of a Strong Brand “Brand equity has just as much effect on stock price as do earnings.” —David Aaker ... Importance of a Brand Benefits of Brands ...

http://leeds-faculty.colorado.edu/moreaup/MBAX%206850%20-%20Fall%2004/design%20and%20branding.ppt

Date added: September 11, 2012 - Views: 70

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PowerPoint 프레젠테이션

... David Aaker, Building Strong Brands(1996) Why change identities, positions, or executions? Rationale 1: The Identity/Execution Was Poorly Conceived Rationale 2: The Identity/Execution Is Obsolete Rationale 3: ...

http://cfile23.uf.tistory.com/attach/115B3A0D4CA53DF34F5A2E

Date added: September 9, 2013 - Views: 5

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Slide 1

... Cases and Comments Building Strong Brands by David A. Aaker Made ... Marketing Communications Corporate Marketing Channel Marketing Product Marketing Product Management Brand Management Business Development Media Relations / PR Web / Online Marketing Manager Market Research Director ...

http://www.epselamp.org/wp-content/uploads/2011/09/Presentation3.ppt

Date added: June 11, 2014 - Views: 3

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Light Blusy

... developing strong brands, and brand extensions Developing and using perceptual maps to make positioning and repositioning decisions Global and technology-related issues in ... Publishing as Prentice Hall 7-* - David A. Aaker “Brand equity is a set of assets (and liabilities) linked to ...

http://akhmedjonov.weebly.com/uploads/6/6/3/2/6632695/lecture_07_product_decisions.ppt

Date added: June 11, 2013 - Views: 26

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Slide 1

David Aaker (Building Strong Brands) ... (Building Strong Brands) Brand Heritage = Keagungan Merek / Merek Warisan “Honda” atau “Yamaha” HARLEY DAVIDSON Managing Brand Band Value Brand Image Brand Personification Fungsi Merek dalam dunia Marketing “Tanda” sebuah Produk ...

http://repository.binus.ac.id/content/J0662/J066294546.ppt

Date added: September 3, 2013 - Views: 4

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PowerPoint Presentation

Brand Meaning “The value of brands as shareholder ... of the Creation of Shareholder Value Through Brands Thomas J. Madden Frank Fehle Susan M. Fournier Portfolios Strong Brands Benchmark Monthly and Yearly Returns Monthly ... Adjusting for Risk Portfolio David ...

http://www.bus.lsu.edu/raggio/BrandsMatter_Madden.ppt

Date added: October 10, 2011 - Views: 23

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Successful Project Management - QTKD 2010 | LỚP B2QT92C2

* 3. Giới thiệu sách tham khảo 2. Tài liệu tham khảo khác David A-Aaker & Erich Joachimsthaler, Brand Leadership, The Free Press, 2000 David A-Aaker, Building Strong Brands, The Free Press, 1996 David A-Aaker, Managing Brand Equity, The Free Press, 1991 Jean–NoelKapferer ...

http://qtkd2010.files.wordpress.com/2011/05/guidecuong_vb2.ppt

Date added: October 22, 2011 - Views: 42

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Strategic Market Manangement - 7th Edition - Lingnan University

... identifying The strong strategic brands (with equity, supporting a sig. business) Other ... The brand consolidation process will provide an objective way to evaluate brands. The Brand Portfolio For Discussion What in your judgment are the key problems or ... David Aaker Chapter 1 ...

http://www.ln.edu.hk/mkt/staff/l2peng/mkt355/Powerpoint_slides/disch14-15.ppt

Date added: October 23, 2011 - Views: 61

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投影片 1

... Advertising's Role in Building Strong BrandsAaker D.A.and Bie l,A, Hillsdale, NJ: Erlbaum, pp83-96」. 6. David A Aaker,Erich Joachimsthaler(2000) ... David A.Aaker(1996),「Building Strong Brands」,New York:The Free Press. 8.

http://igtplus.swsh.ntpc.edu.tw/assets/presentations/971/original/d41d8cd98f00b204e9800998ecf8427e.ppt

Date added: April 25, 2014 - Views: 10

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FH Ludwigshafen Bachelor Studiengang Markenpolitk

... Markenadaption und -controlling Fallstudien Managementprozess der Markenführung Prozess der Markenführung Aaker, David A. (1995 October), "Building Strong Brands ... Prozess der Markenführung Aaker, David A. (1995 October), "Building Strong Brands”, Brandweek, 36, 28-34 There are 8 ...

http://www.fh-lu.de/fb2/dateien/giesen-netzer/10SSMarkenpolitikStudenten.ppt

Date added: May 29, 2013 - Views: 15

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No Slide Title

Organizational Associations. En Building Strong Brands. (pp.107-136) USA: The Free Press. Aaker, David A. (1996). Brand Personality. ... (Brand Knowledge Structure, parte 1, páginas 86-109), Capítulo 4 (Choosing Brand Elements to Build Brand Equity) Aaker. Building Strong Brands. The Free ...

http://www.beyondgreypinstripes.org/docs/CreacionIdentidad.ppt

Date added: September 9, 2011 - Views: 28

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Chapter 1: Where Marketing Communication Began

... —where customers can quickly and easily contact the company or obtain the product responsiveness—requires strong customer service that enables ... David Aaker’s conceptualisation of brand equity. Aaker identified ... Facets of a brand Brands and identity ...

http://highered.mheducation.com/sites/dl/free/0070997985/926115/Belch2e_ch06.ppt

Date added: August 24, 2014 - Views: 1

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Управление товарными марками

... See David AakerBuilding Strong Brands” for further discussion of the levels of brand identity. Note to Instructor: The brand promise serves as an umbrella that covers all product lines, all markets, ...

http://www.im-ta.narod.ru/8semestr/brand/Lecture_1.ppt

Date added: June 30, 2013 - Views: 5

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Using Brand Strategy - unipi.gr

... phones IP networking Purpose of Brand Extensions Launching new brands is expensive Good trademarks may be hard to find Strong ... Brand extensions save the company marketing costs and generate higher revenues more quickly than new brands. Extensions of brand with ... David A. Aaker and ...

http://www.unipi.gr/faculty/yannis/data/MKT/pollalis_brand_mgt.ppt

Date added: September 13, 2011 - Views: 60

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Einleitung - WU

... e.g. Aaker, David A. and Kevin Lane Keller ... (stability, consistence) and the subbrands offering flexibility. Since there is a strong master brand it is considered as “interactive ... strong brands and efficient brand architecture have positive effects regarding distribution ...

http://www.wu.ac.at/vw4/werbung/download/publikationen/04brand_architecture.ppt

Date added: June 10, 2014 - Views: 1

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브랜드 전략

[전략적 브랜드관리실무] 브랜드 전략의 이해 - * -

http://maljong.tistory.com/attachment/[email protected]

Date added: September 21, 2014 - Views: 1

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No Slide Title

Global brands/Local Brands. Communication messages. Single/multiple agencies. Waterfall/Sprinkle. Single Channels/Multiple Channels. ... Brand. Adaptive. Usage. Pure . Global. Fully. Adaptive. Adaptive. Product. Same. Same. Same. Same. Same. Same. Same. Same. Same. Same. Same. Same. Different ...

http://www.philippelasserre.net/contenu/Download/Chapter8-Globalmarketing.pptx

Date added: July 24, 2013 - Views: 1

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PowerPoint Presentation

... .nothing replaces clear, concise text. - David A. Ruble ... Service Source: Keller (1996), Aaker (1996 ... Brand Equity Dimensions Building Strong Brands Building Strong Brands Building Strong Brands Branding Strategy Online Branding Selected Internet ...

http://www.atwebo.com/PBL/MBA570.ppt

Date added: August 8, 2011 - Views: 140

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ValueMiner, Inc. - Casualty Actuarial Society

... Soft Asset Myths For example, a strong brand can allow a company to: lower selling costs; ... David A. Aaker Capability Platform* Brands Customers Distribution Financial Management Intellectual Property Partners R&D Management ...

http://www.casact.org/education/specsem/erm/2001/handouts/eder1.ppt

Date added: October 9, 2011 - Views: 29

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브랜드 전략 - Enedu 로 오세요!♡언어가 ...

... David Aaker & Erich Joachimsthaler(2000), ... 현대백화점의 Hmall - Source : David A. Aaker(1996), Building Strong Brands에서 일부 수정.

http://www.enedu.co.kr/sysop/input/upload/A1187229407.ppt

Date added: October 10, 2011 - Views: 44

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Chapter 1 The Nature of Strategic Management

Marketing has lead role in understanding brand portfolio, distribution channels, ... Resources such as brands or customer base that is strong relative to competitors. ... David Aaker © Copyright 2010 John Wiley & Sons Ltd. Strategic Options. Quality. Innovation.

http://home.kku.ac.th/michco/Strategic_Marketing/Strategic%20Marketing%20week%202.pptx

Date added: June 7, 2014 - Views: 9

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Slide 1 - Global Tiger Initiative

... a product The best example to explain this is a tourism brand created out of a destination or landscape All great brands worked because they had a strong POV that ... BRAND TIGER POV IF I SURVIVE ... Self expressive benefits David a. Aaker model DRIVING IDEA ‘I SURVIVE YOU SURVIVE’ We ...

http://www.globaltigerinitiative.org/download/Bali/BALI-PRE-SUMMIT-edited.ppt

Date added: May 26, 2013 - Views: 16

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Slide 1

... Strategic Marketing management According to David A. Aaker (1998); Strategic ... Strong brand not only offers ... Creating experiential products Embedding products in an experiential brands Creating a brand that shows experiences that customers can have by purchasing the ...

http://dmst.aueb.gr/gr2/diafora2/DQE_Lectures/Lecture7_Marketing_CustomerTrends.ppt

Date added: May 2, 2013 - Views: 21

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No Slide Title

David Aaker A Brand is the sum of how consumers feel about a ... Marketing Advantages of Strong Brands - Improved Perception of Product Performance - Greater Loyalty - Less vulnerability to Competitor marketing actions and crisis situation - Larger margins - Greater trade cooperation ...

http://www.iimb.ernet.in/~kanagal/MKTG2007classProducts.ppt

Date added: August 22, 2011 - Views: 163

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presentation template - Gazhoo - Consulting templates and ...

... strong on delivery performance Good on urgent delivery Consignment ... fun, family dining experience Marketing and brand mgmt. Training Franchise mgmt. Product ... Client and Industry Experience Experience Curve Source List David A. Aaker, “Developing Business Strategies ...

http://www.gazhoo.com/upload/document/2011/09/04/201109041008069541.ppt

Date added: January 13, 2012 - Views: 250

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Marketing Mix Modelling - Majmaah University

... Aaker, David A. (1991), Managing Brand Equity. ... specialized brand sponsorship where a brand sponsors an unusual event or pastime that then becomes synonymous with that brand (to the point where future brands may be ... This provides a strong walled-garden sponsorship relationship between ...

http://faculty.mu.edu.sa/public/uploads/1361726451.1293marketing%20mix58.ppt

Date added: May 2, 2013 - Views: 10

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Chap006 - Go My Big Blue | Join UB Be The Best

... powerful information technology, and strong supply chain ... Deliver Superior Customer Value PRODUCT PROMOTION PRICE VALUE CHAIN The positioning concept applies to a specific brand rather than all the competing brands that compose a product classification The ... Aaker and Shansby, Business ...

http://gobigblue.staff.ub.ac.id/files/2012/09/Chap006.ppt

Date added: May 21, 2013 - Views: 22