While building the brand, it is imperative for the management to effectively convey the nuances of the brand to all the employees. This is known as brand internalization. The same helps in educating the employees about the importance of the brand to the organization. Brand operationalization is the comprehensive, step-by-step...
SAN DIEGO -- Companies in the running industry must accept their business isn't just about running anymore, according to brand expert Denise Lee Yohn. Yohn will challenge running companies' conventional thinking about what business they're in through her address at Running USA 2008, the national conference for the running industry...
SAN DIEGO -- A new consulting firm, Brand Savants, has announced the opening of a San Diego office, adding to the 14-member network of national firms in the Brand Establishment. The company helps clients to define, develop and operationalize clients' brands, providing strategic counsel to medium-sized companies who seek to...
The lack of comprehensive strategic positioning models capable of being employed by managers and advertising executives has given the impetus for this research. This study deals with the actual process of managing the concept of positioning. Using multiple research methodology, a conceptual positioning framework that is...
IN MANY WAYS it seems that the concept of "Engagement" is where that of "Brand Equity" was 20 or so years ago: lacking in clarity about how it works, what effect it has, and why we need yet another marketing construct. But below the surface there is...
The Brand-Design process has four steps: imagination, innovation, operationalization and renovation. Through these four steps, we interpret the soul of the brand, bringing it to life for customers to experience. 1. IMAGINATION By imagination, I mean generating insightful, creative...
Abstract Brand and store managers are anxious to obtain high "loyalty," as operationalized by repeat purchase behaviour. In this paper, we introduce the Repeated Binary Logit RBL model, which analyses directly the impact of covariates on repeat purchase, and which can be described as an extension of traditional logistic...
Several two-stage choice models consideration stage plus choice stage have been proposed in the marketing literature. We extend this literature by developing a more general model that incorporates how consumer search influences the degree to which they consider various brands. To test the validity and value of our model, we...
Anne Campbell [1] The increasing share of arrests for violent offences by young women in Britain has prompted the media to brand such offenders as "ladettes." Their behavior is argued to result from their adoption of "laddish" attitudes that in turn is derived from new, aggressive images of...
Articles 2001-01-01
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