Celebrity Endorsement
by Infomercials are an advertisement technique that is usually produced and paid for by a company seeking to promote its products and services. The effect of infomercials, once …
Tag: ENTERPRISE SYSTEMS
Brand Positioning, 3 C’s of Positioning
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common …
Brand Image dimensions
Brand identity is composed of various shares that trigger particular responses in consumers in addition to filling the afore-mentioned functions. These shares build on one …
Brand Personality: Definition, Measures and Formulation
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These …
Brand Loyalty, Measures of Brand Loyalty
Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not trust. It is measured through …
Customer based Brand Equity
Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but choice is “Morton”. It is …
Aaker Model Of Brand Equity
In the field of marketing, Brand Equity means the value of a brand. The concept of the value of a brand is very interesting and deeper than …
Brand Assets and Liabilities
Distinctiveness has nothing to do with how a product functions or its selling propositions – it’s the elements of a brand that make it recognizable …
Brand Identity Perspectives and Brand identity Prism, Identity Levels
Brand Identity Perspectives Brand identity is how a business presents itself to, and wants to be perceived by, its consumers. Brand identity is distinct from brand image. The …
Strategic Brand Management Process
The process of strategic brand management basically involves 4 steps: 1. Identifying and establishing brand positioning. Brand Positioning is defined as the act of designing …
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