Introduction to Marketing
Added on 2021-06-17
23 Pages4306 Words354 Views
Running Head: Marketing 1 Marketing
Marketing 2ContentsIntroduction.................................................................................................................................................5Answer 1: Branding Strategy.......................................................................................................................6Branding..................................................................................................................................................6Branding Recognition...............................................................................................................................6Brand Awareness.................................................................................................................................6Brand Meaning....................................................................................................................................6Brand identity..........................................................................................................................................7Salience in Keller..................................................................................................................................7Associations in Aaker...........................................................................................................................7Brand Positioning.....................................................................................................................................7Response in Keller................................................................................................................................7Perceived quality in Aaker...................................................................................................................7Brand Personality.....................................................................................................................................7Brand archetypes model......................................................................................................................7Brand Affinity...........................................................................................................................................7Resonance in Keller..............................................................................................................................7Brand loyalty in Aaker..........................................................................................................................7Answer 2: Hollensen’s Glocal Theory...........................................................................................................8Compare Standardization and adaption models......................................................................................8Apply standardisation and adaption models to the international marketing mix of brand.....................8Marketing Mix.........................................................................................................................................8Product....................................................................................................................................................8Price.........................................................................................................................................................8Place........................................................................................................................................................8Promotion................................................................................................................................................8People......................................................................................................................................................8Process.....................................................................................................................................................8Physical Evidence.....................................................................................................................................8Conclusion...................................................................................................................................................9
Marketing 4
Marketing 5
Marketing 6Introduction The report will be made on analysis of Emirates Airline’s current branding strategy. The brand equity model will be evaluated in a significant manner in which Keller’s and Aaker’s Brand Equity Model will be taken. Brand equity model is helpful to define the value of the brand in which brand owner can generate more revenues in the favour of the company (Doganis, 2005). Each component of the Brand equity Model will be defined in an adequate manner by taking consideration of the both professors’ model regarding brand equity. Along with that the report will emphasize the Hollensen’s Glocal theory. It is vital for the better understanding of the readerto show the difference and compare Standardization and adaption models. The report will apply this model to the international marketing mix of Emirates Airlines. At last the conclusion will be drawn from the analysis of the report.
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