Case 1 - • More efficiently allocate capital • Develop...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
1. The consumer complaints regarding the copy protection software are that the software illegally installed information on their PC’s without sufficient written warning of such; it collected data, basically spied on them, on their internet use and the software’s behavior left their PC’s susceptible to viruses and irreversible damage. 2. The Corporate Social Responsibility rating: 91% perceived the brand as below average in social responsibly 1% perceived the brand as above average in social responsibly 1% perceived the brand as average in social responsibly Not a single consumer could name and socially responsible initiatives 3. Vix intends to increase revenues and cash flow through the following business strategies: Attract, develop and retain established and emerging recording artists and songwriters Maximize the value of our music assets through catalog compilations, digital distribution, media placement, music-related content i.e. videos, interviews Focus on continued management of our cost structure
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: • More efficiently allocate capital • Develop and optimize physical distribution channel • Capitalize on digital distribution and emerging technologies • Contain digital piracy 4. 4 Steps of Brand Equity Step 1: Brand Salience Marketer Action: Establish Identity (associate product with product class and needs) Result with Customer: Create Broad awareness Step 2: Brand Performance Marketer Action: Establish Meaning (on functional, performance-based level and a imagery-based level) Result with Customers: Create strong/favorable associations Step 3: Consumer Judgments/Feelings Marketer Action: Elicit response (perceived quality, credibility and an emotional resonance) Result with Customers: Create positive accessible reactions Step 4: Consumer-Brand Resonance Marketer Action: Forge Relationships (with personal identification and psychological bond) Result with Customers: Create an intense, active loyalty...
View Full Document

{[ snackBarMessage ]}

Ask a homework question - tutors are online