Advantages And Disadvantages Of Branding 47513b

c c c cc cc cc cc ccc c c cc ccc c ccc!" c#$%$&c c' c ( c'c!'('&c cccc cc cc)cc cc cc c cc )c ccc cc c cccc ccc c cc cc c cc ccccc c c cc cccc cc c)cccc)c cc)c c c!* &c+ c)c cccc c c c, cc cc)cc - c cc - cc c c cc c!. c/c0c#$%$&c'cc c)c" c *c1c c cc)ccc c cc ccc c !. )c#$%$&c cc -c)cccc-c cc c!2 c c3c #$$4& c %c ' c'ccc c cccc c cc cc )c )c #c c' c c cc c cccc c c* c5)c cc cc)c c cc) c c c )c c c cc c cc c c)c cc c 6c 7 c ccc)c cc c c c c cc )c("cc )c c )c c c c c c c cc("ccc ccccc cc cc c c

Öc + c cc)c cc c c c("c c8 c c 4c 1 ) c cc c )c c("cc - cc cc 9c : cc c cc cc)cc c c("c cc; - cc c cc c ' c c c ccccc)ccc cc c)c cc c c cc c+c2 c'c8c c c c-c cc ccc cc-)cc)c )cc c)c ccc c cc c c cc c c c'<cc cc- c ccccccc c c +;+cc c c!= c <c+3c '<&c c c cc , cc ; ccc c c c ccc c c ccc ccc cc" c c cc c)ccc c cc !( c3 c+3c5 )&c=c0c+3cc> cc!%?4#;%?49&ccc c c)c cccc cc c)c c )ccc , cc cc c ccc c cc cc c cc) c!2 c%??6&c c c c ccc ccc#$%$c! c8cc#$%$c#$%$& c c c c c c c c c c c

°

! "#$% # ° &'

"# (

° ° ) * +'$

;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; cc

"cc)cc cc ccccc cc)c c c c cc c ccc c cc c c cc cc ccc cc ' cc cc c cc c cc cc c cc c 1 ccccc ,)c ccc c - ccc ccc )c cc cc@c - cc c c c c5 c c%4Acc ' c( c1cc c c c c c5 c cc c c c )cc c5 ccc cBÖ#?;BÖ4$cc' c( cBCC$;%%$$c !*c c#$%$&cc c c cc cc c cc c D)c)cc)ccc c c'ccc c cccc ccc c c0c c ccc c c c cccc c c' c( cc c c )c )cccc - cc c cc cc5 cc' c( ccc ccc c - ccc cc)cc )cc + c c("ccc c c )c )ccc c c c c c c cc("cc c cc cc cc c

c c cc c c)cccc ccc'cc c cccc c c c cc> cc(5cE )c 5cc2 c+ c c )cc c c - c c' cc (c'cc c cc ) cc cc cc cc cc cc cc )cc(c)cc c c ) c c )c c cc c cc )c c c cc c cc c ccc cccc c c+ )c cc ccc cc c,)cccc c c*)c cc c c ccc D)cc c cc cc c + c D)c,)cccc c cc c )c c c cc )c c cc@c - c8 c+;c cc c+ c cc c c cc cc c cc cc!2 c0 cc c#$$C&cc cc cc c c c c c c c c c c





°























A





!



"

°

#

cccccccccccccccccc 0 cc! c"Fc4$c(c c+ c#$%$&c c ccc ccccc ccccc c cc ccc c'cc2 cc2 c0c c c cc)c)c c c c c c c c c c c ;c ;c ;c ;c ;c ;c ;c ;c ;c ;c ;c

c c1 cc1c c 8 c*))c * c7 )cc+ c( c'c * c7 )cc( c+ c * c(c ( c c+ cA cc1 c c ( c3c+ cA cc1 c5 c 8 c c+ cc0c c( c+c3 c 1 c* c c 'cc3- c c

c 0 c!2 c/c2 c1c2 cc2 c* c2 c#$$9&c c c

c c 5 cc c c c )ccc cc cc cc)cc cc c cc cccc+ c cc)cc c c cccc ccc c )c cccc cc c A cc c cc ccc ccc c cc ccc cc )c)c cc ccc c ccc ccc )cc ccccc c+ ccc )cc)c c c cc c,)cc cc + c - c c)ccccc )c - c c c c cc)c c c c c c cc c cc cc c ccc c ccc cc c)c cccc)c cc ccc ) ccc cc c c c c cccc ccc cc cc *ccccc)c )c cc c+c<ccAc c cc ccc8cc c cc c c cc cccc cccc c!' c#$%$&c( cccc )cc , c c c cc cccc )ccc c cc c ccccc cc cc ccccc cc c c@c - c c'cc1c cc c - c c0< c:cc+ c'c cc cccc)cc c 'cc1c c c cc cc cc cc 0< c:cc+ c cc cccc cc)c )c c ccc cc ) c cc cccc c cc

ccc c)c ccccc cc c c)c cc cc cc)c c+;c cc c Gc+;+ccc )cc c%#Öc) ccc )c c c)c c cc cc cc c cc1 c ccc+;+c c ccc c' c6c ccc c+ c+)c c c cc+;+cc'c c( c1 c+;+cc )cc)cc ccc )cc cc c cccc!( c#$$C&c+;+c cc cc )c c )c cc c c+;+cc cc c Gc )c c c+;+ccccc' c c c c c A c #$ %& '°(& # ) ) * & Journal of brand management$ °+ °& Best Global Brands 2010& '°(& , - ° °$ °$ ...& ! & / ) /00...& ! & 00! +! +! 01 +! +1 +°& * 2$ 2& 3& '(& 4 2& 3& 2$ Strategic Brand management '& +(& . 5/ 4& 2$ 2& 3& '° $ 5 (& 5 # & Conceptualizing, Measuring, Managing CustomerBased Brand Equity. $ & °+& 2 $ & '(& 4 & 4 & 2 $ Marketing Management '& °+°(& . 5/ 4 & 2 $ &$ 6 2$ 2& 3& '(& ) 2 2- 3 2& 4 Marketing Management 12e '& AA(& . 5/ 7 & 2 $ &$ $ &$ 8$ 9&$ 6 " $ 5& '(& # & 4 Principles of Marketing- Fifth European Edition '& °+ (& */ 3 & 3 #$ 3& '&&(& Marketing.about.com. , - °° °$ °$ ...& ! & / ) /00 # & ! & 00! # 0 0.) ! &)

þaptop computer& '°$ °°(& , - °° $ °$ / ) /00...&&&#00A03 +: ).$ 1& '$ ° (& Coca-cola's Big Mistake: New Coke 20 Years þater. , - °° A$ °$ ...& ! & / ) /00...& ! & 0 # + 0 +!+ #+.+#++ + +°&) The World's 50 Most Innovative Companies& '°$ °° (& , - °° $ °$ ...&!.#& / ) /00...&!.#& 0 -; 0- -; &) <$ & %& '°(& 5 1 & Broadening the scope of brand management$ + & 8)$ #& '°$ °° °(& What is Brand ? , - ° °$ °$ ...& & / ) /00...& & 0

0 0°°A0.) ++! = )#.#$ 5& 3& '°$ °°(& " - ! & & °+°& = $ 3&$ 6 ") $ 1& 7& '°$ >! °(& Using the brand experience scale to profile consumers and predict consumer behaviour $ & °+°&

c