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Essay

Burberry Marketing

Essay specific features

 

Issue:

Business

 

Written by:

Dana M

 

Date added:

May 17, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

6 / 1452

 

Was viewed:

1647 times

 

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Essay content:

Brand equity is an intangible asset that depends on associations made by the consumer. There are three perspectives from which to view brand equity: 1. Financial – One way to measure brand equity is to determine the price premium that a brand commands over a generic product. For example, if consumers are willing to pay $100 more for a branded television over an unbranded television, the premium provides important information about the value of the brand...
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For example, if consumers are willing to pay $100 more for a branded television over an unbranded television, the premium provides important information about the value of the brand. 2. Brand extensions – A successful brand can be used as a platform to launch related products. The benefits of brand extensions are the leveraging of existing brand awareness thus reducing advertising expenditures, and a lower risk from the perspective of the consumer...
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General issues of this essay:
A proposal for a new market strategy for the Thomas Burberry London perfume range Brand Equity Burberry Investigative Report and Competitors Burberry Marketing Burberry Burberry brand equity and country of origin relationship brand equity burberry case analysis Corporate brand equity derives from overall impression by all stakeholders creating brand equity excessive sales promotion and brand equity Is a company able to increase brand equity for a product that is in the maturity phase of the PLC? Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon burberry
 

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