Marketing Commons^™

Exploring B2b Brand Equity: Beyond The Traditional Models, Rick Mathisen, Michael Musante

AMTP Proceedings 2010

The original concept of brand equity was proposed by David Aaker in 1991. Subsequently Keller also proposed that concept of reseller brand equity. Brand equity in Aaker’s and Keller’s models was based on the value of the brand to the consumer. Little research or models have been proposed that address brand equity of B2B products. Yoo and Donthu tested a model of brand equity in the consumer market. The inputs were based on distribution intensity, store image, pricing, advertising and price deals. These were found to affect perceived quality, brand loyalty and brand associations consistent with the Aaker model. The …

A Study Of Market Segmentation In High-Tech Startup Ventures, Alan D. Lish

AMTP Proceedings 2010

Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways.

Successful Strategising Through Customer Exclusion, Edward Kasabov, Alex Warlow

AMTP Proceedings 2010

Marketing tends to emphasise retaining existing customers and generating customer satisfaction and loyalty. However, observation of the current practices of businesses suggests that such an over-emphasis on customer satisfaction may be misplaced. Many successful companies have developed competitive advantage by practicing ‘Exclusion Marketing’. This discussion defines Exclusion Marketing, explores its main tenets and ingredients, and demonstrates how by implementing such tactics modern businesses can reduce the cost of their products and services while offering high levels of service to ‘good’ customers, while eliminating and ‘excluding’ troublesome or non profitable clients. This discussion contributes to debates on the relationship between companies …

Projecting Integrity: Online Branding For Nonprofits, Lisa Witzig, Perry Haan

AMTP Proceedings 2010

Internet usage has grown precipitously in the last decade, and the implications for marketing are deep and profound for nonprofit organizations. Web sites and online social networking are becoming increasingly important for nonprofits, and the concept of brand personality is another powerful marketing technique that enhances these organizations’ marketing strategies. This study examined the intersection of online branding, brand personalities, and nonprofit organizations, and assessed whether the presence of online branding techniques at a nonprofit’s Web site is associated with a donor’s perception of the nonprofit’s personality. The results of the study demonstrated that online branding is significantly important for …

Emotional Branding: Obama’S Bottom-Up Campaign, Genevieve Ann Munoz

Communication Studies

No abstract provided.

Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar

Faculty Publications

The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …

Branding Pakistan For The Future, Umair Naeem

Business Review

INTRODUCTION

1.1 BACKGROUND AND CONCEPTS Branding products has been a concept that has been there and thereabout since the ages, and internationally it has gained prominence as a means for building a product or service's identity and personality. Brands such as Nike and Apple stand as testament to the massive influence that Branding a product successfully can have on its future and popularity. Both the said Brands evoke feelings in almost all consumers' mind that other products can only envy. Branding hence looks to provide a product or a service with an identity, which can be called its own, and …

Successful Branding By Pran K Choudhury, Universities Press, 2000., Vijay G Vancheswar

IIMB Management Review

Successful Branding is a good amalgam of real-life Indian case studies which highlight the role of branding in successful marketing. While most of the cases revolve around fast moving consumer brands, given the sensitivity of this category to market perceptions, houdhury does provide interesting cases of brand creation in low interest category commodity products such as cement(Ambuja Cement) and intermediate products such as denim (Arvind Mills).

Editorial, N Balasubramanian

IIMB Management Review

The opening up of the economy has brought in its wake a surfeit of international brands that are now available to Indian customers. Many of these brands are internationally strong and it is no surprise that the qualitystarved Indian consumer is increasingly turning to these trusted names. What happens to the desi brands that have been assiduously built up by business houses within the country? The Round Table this time looks at this issue and seeks to investigate which way Indian brands are headed. Among the articles presented in this issue are two that address issues relating to rewards. Abhoy …

Defining Indian Brands, Mithileshwar Jha

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Indian Brands : Quo Vadis: The Round Table Discussion, Mithileshwar Jha

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Future Research Directions: Some Pointers, N C B Nath

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Indian Brands : Quo Vadis: A Framework For Discussion, N C B Nath

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Branding The Invisible, Umesh Rajamani

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …