http://marketolog.biz Наш RSS поток MKP Multi RSS 2.5 by Neuroitc (www.neuroitc.net) ru Сурин Алексей © 2008 http://creativecommons.org/licenses/by-nc-sa/2.0/it/ surin@marketolog.biz http://marketolog.biz http://marketolog.biz/pics/banners/88x31.gif 88 31 http://marketolog.biz Wed, 14 May 2008 18:39:23 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=19 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=19 Wed, 14 May 2008 18:39:23 GMT surin@marketolog.biz (Сурин Алексей) Рейтинг 100 самых дорогих брендов мира 2007 по данным компании Interbrand http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Thu, 15 Nov 2007 16:51:13 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=18 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=18 Thu, 15 Nov 2007 16:51:13 GMT surin@marketolog.biz (Сурин Алексей) Практическое руководство по подготовке и проведению исследования, обработке результатов и составлению отчета http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 23:04:47 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=17 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=17 Fri, 27 Apr 2007 23:04:47 GMT surin@marketolog.biz (Сурин Алексей) Organisations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extentsions. http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 23:01:23 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=16 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=16 Fri, 27 Apr 2007 23:01:23 GMT surin@marketolog.biz (Сурин Алексей) Документ хоть и старый, датирован маем 2000 года (как раз в 2000 разразился кризис Интернета в США), но тем не менее, посмотреть стоит, информация любопытная. http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 22:52:31 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=15 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=15 Fri, 27 Apr 2007 22:52:31 GMT surin@marketolog.biz (Сурин Алексей) This paper introduces four general brand strategies and examines the internal and external factors that influence these strategies for global brands. Managers of global and international brands must understand these issues in order to assess the potential for standardising their brands across diverse societies, the factors that necessitate specific brand adaptations, and the prospects for competitive advantages. Likewise, managers of local brands need to understand the particular strengths and weaknesses of the strategies of their global competitors and use this knowledge to devise their competitive responses. http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 22:48:52 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=14 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=14 Fri, 27 Apr 2007 22:48:52 GMT surin@marketolog.biz (Сурин Алексей) Interbrand’s Annual Ranking of 100 of the World’s Most Valuable Brands (2002) http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 22:43:48 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=13 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=13 Fri, 27 Apr 2007 22:43:48 GMT surin@marketolog.biz (Сурин Алексей) In this paper we address the key issues in managing brand equity. We discuss components that form the foundation of brand equity – brand identity and brand vision – and how they influence brand knowledge, as measured by indicators such as brand awareness and brand image. We then focus on how brand knowledge affects brand performance, which is measured by brand loyalty and the ability to command a premium price. The emphasis in the discussion is on identifying and explaining factors that offer managers control over enhancing the equity oftheir brands. http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 22:39:03 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=12 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=12 Fri, 27 Apr 2007 22:39:03 GMT surin@marketolog.biz (Сурин Алексей) Количество брендов растет такими темпами, что потребитель перестает воспринимать разницу между ними. Выход - в переходе от брендинга к управлению брендами. http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 22:25:44 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=11 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=11 Fri, 27 Apr 2007 22:25:44 GMT surin@marketolog.biz (Сурин Алексей) In the spring of 2002, Interbrand conducted an online survey whose purpose was to measure marketers’ spending on marketing and branding-related initiatives, and to gauge their perceptions on how to build strong brands. This was a follow-up to a survey we completed in October of 2001, whose results reflected early reactions to the economic downturn, but did not reflect the impact of Sept. 11 on marketing spending. This report, Marketing State of the Union 2002, is the compilation of the survey results. http://creativecommons.org/licenses/by-nc-sa/2.0/it/ Fri, 27 Apr 2007 22:16:28 GMT@ http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=10 http://marketolog.biz/index.php?ind=downloads&op=entry_view&iden=10 Fri, 27 Apr 2007 22:16:28 GMT surin@marketolog.biz (Сурин Алексей) “We don’t have a Marketing Department; we have a Customer Department. We don’t have a Personnel Department, we have a People Department.” -- Herb Kelleher, Southwest Airlines CEO http://creativecommons.org/licenses/by-nc-sa/2.0/it/