Depth versus Breadth Strategies for Global Brand Image Management

Abstract

Developing and maintaining a brand image is vital to any successful marketing and communication campaign. An image that clearly communicates the needs satisfied by the brand contributes to brand equity and helps combat brand parity. The normative model of brand image management suggests that marketers should base their images on a single set of consumer needs (depth strategy), rather than multiple sets of needs (breadth strategy). The extent to which depth strategies outperformed breadth strategies (in terms of annual change in sales volume, profit margin, and market share) was investigated for U.S. consumer goods exported into international markets. These markets varied in terms of level of economic development, cultural context, and competition. While the results indicate that depth strategies do tend to perform best, there are conditions under which breadth strategies perform just as well.     

Pflege meets Physiotherapie

Patientenbetreuung in der Thoraxchirurgie - Eine Lungenoperation ist eine extreme Belastung für den Patienten. über ihren Erfolg entscheidet jedoch auch eine gute Zusammenarbeit zwischen Physiotherapie und Pflege. Schon im Vorfeld des Eingriffs sollten beide Professionen Hand in Hand arbeiten.     

Utility functions for simple games

This note characterizes the Shapley-Shubik index and the Banzhaf index on the class of simple games as utility functions which reflect different postures toward risk.     

Rezensionen

Ohne Zusammenfassung     

THE ECONOMICS OF - WHEAT PRODUCTION IN MOROCCO

A representative farm policy impact model was developed using linear programming and primary survey data. The model was used to estimate farm-level effects of proposed national government policies aimed at increasing food security through greater bread wheat production. The four policy options analysed included the introduction of a bread wheat variety resistant to an insect pest, an increase in the official bread wheat support price, potentially unlimited availability of nitrogen fertiliser, and rationing of nitrogen fertiliser at 500 kg per farm. The various policies increased farm income between 2.45 and 18 percent, as farmers made trade-offs between the production of bread wheat and the more profitable durum wheat. Adjustments were made by farmers in the model to meet government-targeted levels of bread wheat production in order to support national food self-sufficiency at minimum cost. Simultaneously, the resources freed were used to produce more durum wheat. The results suggest a need to analyse interregional and international comparative advantages in wheat production prior to implementing proposed policies aimed at increasing bread wheat output.     

Misrepresentation and stability in the marriage problem

It has been shown previously that, for two-sided discrete markets of the kind exemplified by the “marriage problem,” no strategy-proof procedure for aggregating preferences into stable outcomes exists. Here it is shown that (Nash) equilibrium misrepresentation of preferences nevertheless results in a stable outcome in terms of the true preferences when the aggregation procedure yields the optimal stable outcome in terms of the stated preferences for one side of the market.