Brand

individuelle, confiance, attachement, engagement. Abstract This research focuses on consumer brand relationship domain. Our main goal is to introduce the concept of consumer relationship proneness and to study its role on relationship closeness. We have proposed a definition of this concept and model its relationships with relational concepts like trust, attachment, commitment and loyalty. Key words: consumer-brand relationship, consumer relationship proneness, individual characteristic, trust, attachment

tn tel : + (216) 20 55 33 32 Adresse : 18 rue des jujubiers, 1004, El Menzah 5 - Tunisie Fatma SMAOUI 0 Les déterminants de l'attachement émotionnel à la marque : Effet des variables relationnelles et des variables relatives au produit BRAND EMOTIONNEL ATTACHEMENT DETERMINANTS: EFFECT OF THE RELATIONAL FACTORS AND THE FACTORS RELATING TO THE PRODUCT Résumé : L'attachement émotionnel à la marque intéresse de plus en plus de chercheurs et managers et s'inscrit dans le courant actuel du

........................................... 28 2 I. Introduction Comment positionner sa marque afin d’atteindre la plus grand partie possible de sa cible? Cette question préoccupe les stratèges, les responsables de la communication et les brand managers du monde entier. Comme ce sont trois métiers qui m’intéressent beaucoup en vue de mon avenir professionnel, j’ai choisi de les traiter dans mon travail d’étude et de recherche. En construisant une marque, il est très difficile de surmonter

Bonne Maman Sommaire  Brand inventory - Quelques Chiffres - Produits de la marque - Concurrents - Analyse de pub - Positionnement  Brand exploratory research - Résultat questionnaire - Modèles de Aaker  SWOT et recommandations - SWOT - Objectifs/Cibles - Stratégie créative/Recommandation Brand inventory Chiffres     Chiffre d’affaires: 210 000 000 d'euros en 2008 68 millions de pots de confiture vendus en France 2008/2009: 35% du marché français des confitures

strategy for its premium chocolate brand Maison Cailler Today the consumers want to be individually handled and not as a mass market. Nestle known for mass market chocolates like KitKat bar need to get a bigger piece of the chocolate market and specially for the Chocolate Premium Market. In fact Nestle is not very popular and don’t have a strong reputation for the Premium Market. To increase his market share Nestle adopted a New strategy for its premium chocolate brand Maison Caillier : create the chocolate

2004, although its closest fresh coffee competitor Douwe Egberts gained share in the same year, helped by the performance of Senseo. With respect to instant coffee, Nestlé's Nescafé remained by far and away the leading brand, unchallenged by Maxwell House, the second ranked brand in 2004. Unilever and Nestlé continued to lead sales of tea and other hot drinks respectively in 2004, with neither multinational seeing its position come under threat. Tea manufacturers are the most innovative New

mis en avant. Abstract In spite of brand image definitions who were brought by different authors, this concept is relatively vague. That is in part due to his important proximity with certain neightbouring concepts. This paper proposes to draw up the list to neightbouring concepts of brand image. A distinction between neightbouring concepts of image and the ones neightbouring of brand image is carrying out. For every studied concept, the link with brand image is pushing forward. 1 L’image

of Squirrel Farts Air Action Vigorsol’s advertising and Super Nipples advertising. Finally, we’ll make a game with questions and blindtest on advertising’s music. I. What is Air Action Vigorsol? Air Action Vigorsol is Italy’s most popular brand of chewing gum. Vigorsol’s advertising annually shocks and surprises, showing how the gum’s unexpected icy blast of freshness expresses itself in unexpected ways. The powerful taste of Air Action Vigorsol is enjoyed by all those consumers who love

This post also appears as an article in the Razorfish Digital Outlook Report and was quoted by Guy Kawasaki at Open Forum. We defined it as marketing to the network of peers that surround and influence the customer across social platforms and on brand Web sites. The rise of SIM reflected the emerging thinking in our agency that the social Web and the mainstream Web were converging and that digital marketers needed to deliver better value exchanges to consumers and allow for influence more directly

and a raising awareness of the assets of dairy products for the children health.The conquest of the cheeses consumers spends by educational actions with sometimes the supports of local authorities.Proposed cheeses are often goods of international brands with a weak adaptation at first.The growth of the market depends on the capacity to seduce the consumer by attractive and compatible products with the purchasing power.The demand also results from expatriates. | Cheese is consumed in a variety