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“An over-riding directional concept that sets out the planned path.” (David Aaker and Michael K. Mills, Strategic Market Management, 2001, p. 11) Brand awareness refers to the extent to which customers are able to recall or recognise a brand. Brand awareness is a key consideration in consumer behavior, advertising management, brand management and strategy development. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that… Download as PDF, TXT or read online from Scribd Sejarah Indonesia • Kelas XII SMA/MA (jilid lengkap) SMK/M AK (jilid 3) Kelas XII. Purpose of the article: One of the approaches how to create a concept of a brand is a form of identifying association network in the mind of the consumer and creating semantic maps composed of all associations that are largely shaped by… I když se firmy snaží umísťovat (positioning = umísťování) své výrobky prostřednictvím reklamy a další marketingové komunikace, spotřebitelé si nakonec utvářejí pozici značek sami. (…) Smyslem positioningu je najít v myslích spotřebitelů… 1 Daftar Pustaka Aaker, David Strategic Market Management. Sixth Edition. John Wiley & Sons, Inc. New York. USA Ailawadi
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