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Papers On Marketing & Consumer Behavior
Page 20 of 167
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Brand Loyalty
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This 6 page research paper discusses factors involved in creating brand loyalty. What is it and how do companies get it? Factors discussed include brand equity, brand value and brand asset management, including the steps necessary in the managing of brand assets. Bibliography lists 5 sources.
Filename: Brandloy.wps
Brand Loyalty
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A 6 page research paper that examines the problems of creating brand name recognition and loyalty in today's marketplace, where products are often similar with little to differentiate between them. The writer discusses branding within this environment. Bibliography lists 10 sources.
Filename: khbrloy.rtf
Brand Marketing To Children And Youth
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A 5 page paper that discusses the practice of marketing to children. There are good reasons companies target kids in their advertising. Children as young as 2 recognize brands and children influence their parents' purchases are just two of the reasons. This essay reports data regarding the buying power of children and youth and explains why young people have become such an important target market. Data included. Bibliography lists 5 sources.
Filename: PGmktkd.rtf
Brand Personality
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This 5 page paper examines the way people or personalities are sued as analogies for marketing brands. This paper considers why these analogies are used and looks at the advantages and disadvantages that may result from this strategy. Real life examples are given to illustrate points raised. The bibliography cites 6 sources.
Filename: TEbrndpr.rtf
Brand Personality and its’ Influence on Buyer Behaviour
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This 10 page paper considers the role and importance of brand personality or characteristics on the purchase decision by looking at the way brands may impact on buyer behaviour. The bibliography cites 15 sources.
Filename: TEbrandp.rtf
BRANDING AND MERRIL LYNCH
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This 4-page paper focuses on Merrill Lynch, Merrill Lynch Direct and comments about emotional branding (as put forward by marketing expert Marc Gobe). The paper discusses whether Merrill's online experiences have been successful, and how Gobe would rank Merrill's emotional branding impact. Bibliography lists 2 sources.
Filename: MTbramer.rtf
Branding and the Internet
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This 7 page paper discusses the following quote "A brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence". The paper assesses this statement with reference to marketing theory and practice arguing that the traditional approach may have the required knowledge but that a different approach needs to be adopted, especially for international brands. The bibliography cites 11 sources.
Filename: TEintbranding.rtf
Branding Decisions at Sylvania
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A 5 page paper discussing how Sylvania.com has been able to use the six levels of meaning suggested by Kotler (1998) – attributes, benefits, values, culture, personality and user. Analysis of the six levels of meaning in conjunction with Sylvania’s website illustrates that the company likely is using all of the levels of meaning appropriate to the company and its business. Attempting to extend marketing effectiveness to all six levels of meaning no doubt would diminish the effectiveness of some, and negate the effectiveness of others. Bibliography lists 1 source.
Filename: KSmktgBranding.rtf
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