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3. Branding wc - Brand Dr Keith Niedermeier MKTG 101 Brand...

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Brand Dr. Keith Niedermeier MKTG 101
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Brand Recognition
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Product Product Attributes, benefits, features, design, etc. Brand is much more…
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Great Brands
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Brand Equity Interbrand brand equity rankings Coke most valuable brand ($68.7 billion) Calculate equity using price premium weighted by growth Tangible assets as % of all assets for non-financial business is now approximately 55%, compared to 80% in 1950. Top 100 global brands outperformed the market 70% return 2000-2007 Strong brands have higher market share, higher prices, and higher margins Positive difference in willingness to pay, satisfaction, loyalty
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The Power of the Brand Identified versus Blind Tests Beer Peanut Butter Replicated Cross Culturally fMRI studies
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Image Dimensions of Meaning – Associations Toyota Cars Reliability Japan Value Technology Economical Green
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Differentiation - Value Performance Superiority Relational/ Intimacy Operational Competence Customer Responsiveness Product Differentiation Operational Excellence Adapted from Treacy & Wiersema, 1993
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