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Sparkplugging– Jumpstarting and Managing Brands in an Over–Proliferated Market

Sparkplugging– Jumpstarting and Managing Brands in an Over–Proliferated Market

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Published by Scott Hrdlicka
Sparkplugging was written for small businesses as a way for marketers and business owners to build and develop their brands when operating with a fixed marketing budget. Sparkplugging embraces classical branding building via public relations and advertising but also places a strong emphasis on Internet marketing.
Sparkplugging was written for small businesses as a way for marketers and business owners to build and develop their brands when operating with a fixed marketing budget. Sparkplugging embraces classical branding building via public relations and advertising but also places a strong emphasis on Internet marketing.

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Published by: Scott Hrdlicka on May 22, 2008
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Copyright
©
2007 Scott Hrdlicka
Sparkplugging:
Jumpstarting and Managing Brands in anOver-Proliferated Market
 byScott J. Hrdlicka
A Thesis Paper Submittedto the Milwaukee School of Engineeringin Partial Fulfillment of theRequirements for the DegreeMaster of Science in Engineering ManagementMilwaukee, WisconsinOctober 2007
 
Copyright
©
2007 Scott Hrdlicka
ii
Table of Contents
List of Figures.................................................................................................................vAbstract.........................................................................................................................viIntroduction..................................................................................................................viiChapter 1: Branding........................................................................................................1Brand Experience........................................................................................................3Benefits to Brands.......................................................................................................5Brand Equity...............................................................................................................6Brand Awareness and Brand Presence.....................................................................6Brand Identity.............................................................................................................8Brand Identity Traps................................................................................................8The Brand Image Trap............................................................................................9The Brand Position Trap.......................................................................................10External Perspective Trap......................................................................................10Product Attribute Trap...........................................................................................11Line Extension..........................................................................................................12The Category................................................................................................................12Defining the Brand Category.....................................................................................16Positioning....................................................................................................................19Positioning Essentials................................................................................................20Frame of Reference...................................................................................................21Point of Difference....................................................................................................21Functional Benefits...............................................................................................21Emotional Benefits................................................................................................22Sustaining the Brand Position....................................................................................22Positioning Strategies................................................................................................23The Anti-Position..................................................................................................23The “Not” Position................................................................................................24The How We Got Here Trap.................................................................................24Brand Names................................................................................................................25Company Names.......................................................................................................26Egomaniac Naming Trap.......................................................................................26Generic Category Name Trap................................................................................27Brand and Company Name Selection........................................................................28Capital Letter........................................................................................................28Change a Generic Name into a Unique Word........................................................28Attribute Names....................................................................................................29Industry Terms......................................................................................................29Early in the Alphabet.............................................................................................29Unique Names.......................................................................................................29 Name Trends.........................................................................................................30Initials...................................................................................................................30Appeal to the Senses.............................................................................................30Short and Direct....................................................................................................31 Names and Line Extension........................................................................................31Price.............................................................................................................................32
 
Copyright
©
2007 Scott Hrdlicka
iiiPrice Expectation and Experience.............................................................................34Price and Client’s Loyalty.........................................................................................35Price Shoppers......................................................................................................36Price Promotion....................................................................................................37Section Summary..........................................................................................................37Chapter 2: Promotion....................................................................................................38The Evolution of Advertising....................................................................................39Advertising Cost Trends........................................................................................40Consumer Perceptions of Advertising.......................................................................42Advertising in an Overcrowded Disruptive Society...................................................43Advertising for Brand Building and Brand Maintenance...........................................43Advertising Product Introduction, Case Study: Crest WhiteStrips..........................46Advertising Brand Maintenance................................................................................49Advertising Brand Image Changes and Line Extension.............................................51Case study: Volvo, The ReVolvolution.................................................................52Advertising and Creativity........................................................................................55Case Study: Nissan................................................................................................57Creativity and Animals Ads..................................................................................58Public Relations............................................................................................................60Forms of Public Relations.........................................................................................61The PR Hook............................................................................................................62The Pitch...................................................................................................................62Eight Rules of Pitching..........................................................................................63Quantifying Public Relations.....................................................................................64Marketing Research......................................................................................................66Section Summary..........................................................................................................67Chapter 3: Internet Marketing.......................................................................................69Internet Marketing Advantages.................................................................................72Building a Web Presence..............................................................................................73Domain Names.........................................................................................................74Domain Name Selection........................................................................................75Website Development...............................................................................................75Simplicity..............................................................................................................76Design...................................................................................................................76Content.................................................................................................................78User Involvement..................................................................................................79Speed....................................................................................................................80Search Engine Optimization..........................................................................................80Search Results.......................................................................................................82The Importance of Search Engine Optimization........................................................84The History of SEO Search Engine Optimization......................................................85Meta Tags.............................................................................................................86Modern Search Engine Optimization.........................................................................87Designing a Search Engine Friendly Site...................................................................88Text-Based Content...............................................................................................89Text Links and Buttons.........................................................................................89

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