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Table Of Contents

POVEZETEK
1. WHAT IS BRAND?
1.1.Definition and different opinions
2.2 Brief history of the brand
PICTURE1: START OF BRANDING
2.3.Strongest brands
1. Australia
2.Canada
3. USA
4. Italy
5. Switzerland
6. France
7. New Zealand
8.UK
9. Japan
10. Sweden
3. MAKING STRONG BRAND
3.1. Brand Equity
(BRAND EQUITY)
BRAND EQUITY
Graph 1: “BLAKE PROJECT”
3.2. The four steps of brand building
Graph 2: Keller’s customers’ based brand equity model
Graph 3: Keller’s model for Calvin Klein’s brand
3.3. The benefits of a strong brand
4. BRAND ELEMENTS
4.1. Brand positioning
Graph 4: brand positioning
GRAPH 5: THE BASIC PERCEPTUAL MAP
4.2. Brand mantras and audits
SOURCE: Formitas BBDO Pleon 2008
4.4. Brand elements which affect the human perceptions
5. HOW THE BRAND AFFECTS THE VALUE OF THE PRODUCT?
5.1. Product strategy
Graph 6: Porter’s value chain
5.2. Pricing strategy
5.3. Channel strategy
5.4. Marketing communication options
5.5. How do consumers perceive and choose brands
SOURCE: Randall, 1997
6. COCLUSION
7.1. BIBLIOGRAPHY (LITERATURE)
7.2. BIBLIOGRAPHY (SOURCES)
ARTICLE 1
Tesco losing brand loyalty
ARTICLE 2
The Virgin brand : LETTERS TO THE EDITO
THE SMOKE CLEARS AT MARLBORO
ARTICLE 4
Parade Magazine:
ARTICLE 5
Orwellian Dream Come True: A Badge That Pinpoints You
By LEONARD SLOANE
ARTICLE 6
The Porter’s value chain model
Inbound Logistics
Operations
Outbound Logistics
Value Chain model of Michael Porter: Marketing and Sales
Service
Procurement
Technology Development
Value Chain model of Michael Porter: Human Resource Management
Firm Infrastructure
INTERESTING BILLBOARDS
AUTHORSHIP STATEMENT
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Published by Daniela Milosheska

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Published by: Daniela Milosheska on Dec 06, 2010
Copyright:Attribution Non-commercial

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12/29/2012

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