2-19 and 2-21 Marketing Primer

Mind brand equity the combination of factors such as

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Unformatted text preview: mages and emotions people associate with a given brand name. 10 Most Valuable Global Brands 2013 (source: InterBrand) 1 Apple 98,316 ($m) +28% 2 Google 93,291 ($m) +34% 3 Coca-Cola 79,213 ($m) +2% 4 IBM 78,808 ($m) +4% 5 Microsoft 59,546 ($m) +3% 6 GE 46,947 ($m) +7% 7 McDonald's 41,992 ($m) +13% 8 Samsung 39,610 ($m) +20% 9 Intel 37,257 ($m) -5% 10 Toyota 35,346 ($m) +17% Components of Integrated Promotion Advertising Product placement Advergaming Minimovies Buzz marketing Internal Communication Issues Management Public Relations Sales Promotions Corporate Communication Crisis Communication E-Commerce Web-Design Event Marketing Consumer promotions such as premiums, promotional products, samples, coupons, rebates and displays Trade promotions Strategic Planning Advertising Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message. Sales Promotion Promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities. Sales Promotion Techniques Consumer Sales P...
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