1. The document discusses brand valuation methods and practice. It provides an overview of different approaches to defining and valuing brands.
2. Key aspects covered include defining brands, considering brands as assets, estimating a brand's profit contribution, and the various applications of brand valuation in accounting and marketing.
3. The traditional brand valuation model examines factors such as brand equity, channel benefits, product and service benefits, and price that contribute to overall brand value.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
Assignment 2 LASA 1 Business Unit Analysis Directions Cr.docxsherni1
Assignment 2: LASA 1
Business Unit Analysis
Directions: Create a Feasibility Study for Harley Davidson using the following outline:
Part I: Differentiation Strategies
The analysis of current strategy and competitor analysis you conducted last module impressed the senior vice president. She now needs you to delve into the brands and analyze them by conducting a business unit analysis and presenting your findings in a three-part PowerPoint presentation.
Research the Harley-Davidson (H-D) Web site for each brand, and review the annual report for relevant details of the size, scope, target market, services and amenities, and other salient points of differentiation. Include these details in Part I of your PowerPoint presentation.
From the research and analysis of the business units, identify:
· A description of each brand or business unit that provides a clear picture of the brand and its place in the overall portfolio of Harley-Davidson.
· The target market of each brand.
· How the brands are alike and how they differ.
· A preliminary analysis of any gaps that exist in the portfolio that might lead to opportunities to add to the brands.
· Your analysis of possible merger / acquisition / joint venture possibilities and what would be achieved or accomplished through the merger / acquisition / joint venture.
Part II: SWOT Analysis
Perform a SWOT analysis for Harley-Davidson and include this information in Part II of your PowerPoint presentation.
· Based on the internal analyses of the SWOT analysis; assess the functional areas, resources, capabilities, and strengths H-D possesses. Please be sure to cover the following functional areas in your assessment:
· Marketing: New product development, integrated marketing planning, marketing communications, and building customer loyalty.
· Operations: Quality, service, and consistent execution.
· Human Resources: Hiring, training, developing talent, and performance planning. Avoided law suits and bad PR due to its hiring practices. Is ethical in its HR practices.
· Executive Leadership: Industry knowledge and experience, vision about where the industry is heading, and strategy execution.
· Supply Chain Optimization: Strategic sourcing of input, vendor management, integrated IS, and joint forecasting with suppliers.
· Corporate Responsibility and Ethics: Concern for corporate citizenship and the environment. Present any potential ethical concerns as well.
· Safety and Quality: How the motorcycle industry is dealing with safety and quality issues.
Part III: Growth and Profitability Strategies
In addition, the executive board is interested in your ideas about bold strategies for the future. The strategies you recommend will have to contribute to growth and profitability, as outlined in the Annual Report.
You will want to pay special attention to exploring vertical integration, strategic alliances, and the internal growth of new brands entering new geographic markets, and/or ...
Assignment 1 Models for Competitive DynamicsDue Week 2 and wort.docxfelicitytaft14745
Assignment 1: Models for Competitive Dynamics
Due Week 2 and worth 105 points
Competition has, since the 90s, led to wider gaps between industry leaders and laggards. There are more “winner-take-all” environments and greater churns among industry sector rivals. We have witnessed sharp increases in quality and quantity of IT (Information Technology) investments. We’ve seen striking competitive dynamics, particularly in sectors that spend the most on IT. Some of the competitive dynamics models include the Destroy Your Business (DYB) strategy, the Grow Your Business (GYB) strategy, the Information Systems (IS) and strategic advantage, and the social business strategy.
Write a four to five page paper in which you:
1. Compare and contrast the DYB and GYB strategies in terms of the ability to sustain a business in the marketplace over the long term, to be competitive against rivals, and profitability.
2. Examine the “cannibalization” strategy and determine if it is or is not a better strategy compared to the DYB strategy for growth, competitiveness, and market leadership. Provide two business examples.
3. Determine whether or not changes in business strategy should entail reassessment of IS. Provide three reasons to support your position.
4. Examine how firms can use social IT in alignment with organizational strategy and IS strategy. Consider collaborative capabilities; and what, how, and who should use social IT for a social business strategy.
5. Use at three quality resources in this assignment. Note: Wikipedia and similar websites do not qualify as quality resources.
Your assignment must follow these formatting requirements:
· This course requires use of Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
· Demonstrate an understanding of the integration of enterprise systems with inter-organizational partners.
· Use technology and information resources to research issues in enterprise architecture.
· Write clearly and concisely about enterprise architecture topics using proper writing mechanics and technical style conventions.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
Click here to view the grading rubric for this assignment.
Strategic Plan
Strategic Plan Assignment
The ability to think strategically and make choices based on solid analysis and evaluation, in order to capitalize on achieving optimal results when applying limited resources of the firm, are at the core of this strategic initiative plan. Stra.
The Garage Group on Bringing the Outside In: Collaborating with External Stak...The Garage Group
This is the deck from a talk we gave on Bringing the Outside In: Collaborating with External Stakeholders to Discover Insights and Build Big Ideas at the 2013 Cincinnati Innovation Summit.
Involving key stakeholders in innovation is a critical, but often overlooked criterion for success. Suppliers, influencers, third party buyers, customer gate keepers and other partners are not only critical to an initiative’s success, but they often have insight that can lead to bigger, better ideas.
This breakout session will share the importance of involving external stakeholders in the process of generating insights that lead to ideas; and in the process of developing, piloting and launching new initiatives. We’ll share 2-3 case studies to inspire participants to build an action plan (template to be provided) to map key stakeholders and specific action steps to involve them in a current or future innovation initiative.
Many companies have OEM, Channel Partner Distribution models, or third party vendors to help them sell. In this presentation we share best practices and case studies from Kuehne Nagel, Atlas Copco, and Metso Mining.
Number of Pages 5 (Double Spaced)Number of sources 4Writin.docxhopeaustin33688
Number of Pages: 5 (Double Spaced)
Number of sources: 4
Writing Style: APA
Assignment 4: HR Training Class
Due Week 8 and worth 200 points
Imagine that you are a member of the HR department of a small retail company and upper management has asked you to create a new employee customer service training class for all new employees.
Write a six to seven (6-7) pages paper in which you:
1. Justify the use of a needs assessment of your company’s proposed employee customer service training, stressing five (5) ways in which such an assessment would expose any existing performance deficiencies.
2. Develop a customer service training implementation plan and determine the method of training (i.e., presentation, discussion, case study, discovery, role play, simulation, modeling, or on-the-job training).
3. Justify why you selected the training method that you did.
4. Propose two (2) ways to motivate an employee who has no interest in attending a training class.
5. Develop a survey to collect feedback from the employees who attend the training.
6. Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
Assignment Component
Proficiency
Maximum Points
Mission, Vision, and Values:
Assess the organization’s understanding of the mission, vision, and values, and how they relate the business strategy. Is there consensus on the mission and vision of the organization? What are the shared values of the organization? What are the behaviors espoused by these values?
Assessment of the organization’s understanding of mission, vision, and values is clear and complete. It includes direct examples of relationship to the business strategy.
6/12 points
Strategy Clarification:
Assess the organization’s understanding of the business strategy through interviews with mid-level and senior managers. Assess their understanding and agreement of the business unit’s value proposition, market position, and competitive advantage (these are inputs from M5: Assignment 1).
Assessment of the organization’s understanding of business strategy is clear, complete, and grounded in reason. Examples from the interviews with mid-level and senior managers are used to illustrate or expand ideas.
Assessment of the understanding and agreement of the business unit is clear, complete, and grounded in reason.
9/12 points
Cultural Assessment:
Explain the unwritten rules and shared values.
Why value propositions matter? How to create a true value proposition for B2B businesses? Implementation ready toolkit to design a superior value propositions
Similar to Brand valuation methods and practice (20)
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