Brand

Dholakia et Andreas Hermann (2005), "The Social Influence of Brand Community: Evidence from European Car Clubs", Journal of Marketing, 69 (July), 19-34. Amine Abdelmajid et Lionel Sitz (2007), "Emergence et structuration des communautés de marque en ligne", Decisions Marketing, 46, Avril-Juin, 63-75. Brown Stephen, Robert V. Kozinets et John F. Jr. Sherry (2003), "Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning", Journal of Marketing, 67 (July), 19-33. Cova Bernard

1. Are shocking campaigns good for a brand? Why? Why not? Companies make advertising to be known with the public, to sell a product or just to communicate on the brand. They are different manners to communicate, and sometimes companies use shocking campaigns. This communication has a really important effect on people, they are attracting by the campaign and, of this fact, it allows to develop the image of the brand. People hold the name of the brand, are interesting by their products or services

 :  nos   centres  d’intérets,  nos  ar+stes,  nos  gôuts…   Par.e  2     Le  luxe  et  Internet   Comment  une  marque  de  luxe  s’implante  sur   Internet  ?   BRAND  CONTENT   Site  de  vente   La  vitrine   Un  nom   Un  nom,  c’est  le  premier  repère  pour  le  consommateur.  Il  est   porteur  des  valeurs,  de  l'offre  et

tobacco company (excluding the Chinese Monopoly CNTC) with a market capitalization of $66.7 billion. It produces and markets a diverse range of brands to suit consumers’ preferences, with a particular focus on its four Global Drive Brands (GDBs), which are Dunhill, Kent, Lucky Strike and Pall Mall. The Company has over 300 brands in its portfolio and its brands are sold in over 180 markets. External Environment Overview The tobacco industry enjoys a resilient market for its product. Contrary to most

cours boursier, étude d’événement The financial value of brands : a study of stock market reactions to brand strategies announcements Abstract : This paper deals with financial brand value. It aims at investigating brand strategies and their impact on brand equity and on the firm’s stock value. The results of an event study conducted on 44 brand strategy announcements support the idea that investors perceive the announcements made on brand strategies and change up or down their evaluation of the

Airways: Building brand, building loyalty © 2009 Digital Strategy Consulting & Partners. All rights reserved. Digital Training Academy British Airways Creating new reasons to buy • Using seasonal promotions • Finding reasons to re-contact customers • Targeting high-value customers with relevant messaging • Building awareness of offers © 2009 Digital Strategy Consulting & Partners. All rights reserved. Digital Training Academy British Airways Changing brand perceptions

9200 étudiants Budget de 90 millions Formations : 1- Brand & Business development – Msc Marketing (Bordeaux et Marseille): Niveau d’admission : Bac+5 ou Bac+4 avec 3années d’expérience professionnelles. Nature du diplôme : Master of Science Stage : Mission en entreprise de 3 à 6 mois en France ou à l'International Séjour international : En fonction du parcours M Durée : 12 ou 24 mois Expertises : Brand & Business development : Brand Management - Commercial - Relation Client – Marketing

[pic] Launching of the Graphic Line [pic] The J.M. Weston seller, major actor of the success of the brand Major actor of the J.M. Weston universe, ambassador of the brand for the buyers, his role is to develop the numbers of clients through his formation. J.M. Weston selling, a bespoke act The J.M. Weston seller knows everything about shoes, from the sole to the upper. He knows how to give advices to all clients, considering his knowledge about lasts of shoes and feet. He knows

million (2009)[1] | Employees | 23,560 (2009)[1] | Website | www.swatchgroup.com | BRANDS ( + etude cas flik flak et swatch ) ------------------------------------------------- Marques ------------------------------------------------- Swatch Group has many watch brands. Its about 20 watch brands range from low-priced, collectible Swatch and Flik Flak to premium-priced Blancpain, Brequet, and Omega brands * Luxury * Breguet * Blancpain * Glashütte Original (Allemagne)

are relatively low because the cost of Research and development is high so it is very expensive for new companies to enter the market because of the high start up costs including marketing the new brand. It would also be difficult for a new companies to attract the customers from the competitors if the brand loyalty is high especially if the other companies have a reputation for quality it will be difficult to attract these competitors. However Nokia are not completely safe from new entrants to the