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Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person.
Core values may refer to: Core values, the most important principles, the first value category of the value system; Core democratic values; Family values;
Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values. [69] If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. [65] For example, Nike's brand represents the value of a "just do it" attitude. [71]
The new Starbucks leader seems to believe the company has gotten away from its core brand values, doing the things that have made the company great. Customer wait times are too long and the ...
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According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; [1] how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to.
Conversely, a customer's value proposition is the perceived subjective value, satisfaction or usefulness of a product or service (based on its differentiating features and its personal and social values for the customer) delivered to and experienced by the customer when they acquire it. It is the net positive subjective difference between the ...
Consequently, in this article, we may conclude the following points about consumer evaluation of brand extension: Quality of core brand creates a strong position for brand and low impact of fit in consumer evaluation. Similarity between core brand and extension is the main concern of consumer perception of fit.