Estimating Consumer Losses From Unavailable Advertised Grocery Specials

Supermarkets regularly advertise food specials to provide information on new products and seasonal products, to induce new customers to the store and to retain old customers by good price / quality relationships. But how important are the purchase of advertised food specials to food shoppers? Do they realize significant savings from buying advertised specials? If advertised specials are not available, how much do consumers lose? These questions are addressed in this article through the use of a Monte Carlo simulation, based on a comprehensive conceptual model of the determinants of unavailability.     

The Opportunity for World Brands

The cost of watching off-air TV programmes (BBC or ITV) for the average UK viewer is about 2p per viewing hour.     

从国产品牌走向民族品牌——浅谈国产品牌发展的瓶颈

现代市场环境中，不论是消费者还是生产厂商，都毫无争议地承认品牌的重要性，如何让消费者把对一个品牌的认知度提升到忠诚度成为众多国内厂商所面临的重大课题。对于企业的可持续性发展能力而言，能够让其产品在众多相似者中脱颖而出的重要因素就是品牌的强弱和生命力了．     

洋品牌面临公众信任危机

一个时期以来．裹着洋品牌外衣的问题产品接二连三被各地媒体曝光，这种情况引起了消费大众的警觉。当越来越多的洋品牌或跨国公司的产品进入了我们的视野，面对诚信缺失的问题产品．我们的目光是不是仍然那样的含情脉脉，仍然那样的充满期待和渴望？或者，因着洋品牌给我们的教训而变得理性起来？     

On the Potential for Advertising to Facilitate Trust in the Advertised Brand

The Viewer Response Profile (VRP) scale is often used in commercial advertising research, and frequently used and cited in the academic advertising literature. This paper describes an investigation of the psychometric soundness of the Schlinger scale among a very large sample of respondents (N = 4,800) who each view a single ad from a large set of ads. Confirmatory factor analysis (CFA) provides an alternative parsimonious 20-item version of the scale that is found to exhibit superior psychometric properties. Managerial and research implications are discussed and suggestions for further improvement of the scale are offered.     

品牌和音乐人甜蜜的合唱

探索品牌和音乐行业的合作可能比以往任何时候都要重要。2009年上半年,广告总开支比2008年上半年下降了15％,同一时期在音乐上的广告投入也下降了16％。有鉴于此,越来越多的营销人和音乐人合作进行线上、线下的宣传,这也就不足为奇了。     

Parallel Brands

Abstract

The competitive environment of national and private brands may be substantively changing because of a confluence of events in the marketing and legal environments for branding. A 1994 trademark case has paved the way for a new private branding opportunity: parallel branding. A parallel brand closely imitates the trade dress and form of a national brand, while avoiding a trade dress infringement suit by simply coupling the imitative trade dress with an invitation to compare the two products. This article examines the current legal environment that surrounds trade dress and analyzes different managerial strategies for members of the distribution system in light of parallel branding.     

中国品牌的困境与出路

中国品牌的困境 困境一:品牌营销战略 雷同发达国家企业对于品牌营销战略工作都极其重视,不惜花费巨资进行品牌规划,创造出了众多各具特色,拥有巨大感染力、让人回味无穷的品牌,从而迅速占领国际市场.而典型的中国企业在品牌营销战略上没有突现特色与个性,而是盲目跟风和雷同.近年来出现一些现象足可说明,如保健品补钙热,服装业保温内衣风,彩电业数字化概念……太多从众、跟风,该细分的没细分,该定位的没定位.结果产品在技术、工艺、特色上没有进步,市场无序、混乱,似乎永远创不出企业的营销个性.     

营销品牌

科学的营销，在大陆可算是个正在逐渐茁壮成长中的青少年吧!营销这个词，出现在大家的口中并经常在各种场合中被提到，我估计应该是近十几二十年之内的事情。     

KFC's Chinese Brands

Beijing'sfirstshop-siteofKFC,asnackchain-storefromtheUnitedStates.islocatedatQianmen.QianmenwasonceagoldenplaceforBeijing'soldcateringsetwces,t0dayitisalsoabattlefieldfOrbusinessmen.Inthecompetition,KFChasrevealeditself,andmanycustomerscomehereeverydayItsunifiedarchitecturalstyle,standardizedmanagementandf00dar0undthew0rldhavemadeag0odimpressiononChinesepe0ple.Customerscanenteragenuineforeignsh0pwithoutgoingabroad.ButthedecoratedandreopenedKFCQianmenBranchhasturnedf0reignintoChinese,an…     

精简副品牌

品牌的成长与花草灌木很相似。花草要能茁壮成长，并且如盆景般有形有貌，就必须时时修枝剪叶，去除些不必要的枝节，以免无畏地消耗成长所需的宝贵养分。品牌也是一样。一个企业支持品牌成长的资源是非常有限的，不得不小心谨慎地考虑品牌推广的每一个细节与每一分钱。     

Examining Consumer Risk Perceptions of Prototypical Brands Versus Me-Too Brands

This study examines brand familiarity, extrinsic attributes, self-confidence, and perceived quality for their effects on perceived risk between prototypical and me-too brands. Factor analyses and path analysis were used in testing hypotheses. Brand familiarity produced a significant positive effect, while extrinsic attributes produced a significant negative effect on perceived equivalent quality for both the pioneer and me-too brands. Respectively, the perceived equivalent quality of the MP3 players produced significant positive and negative effects on perceived risks for pioneer and me-too brands. Managerial implications include strategic use of me-too brands and management of competitive advantages of pioneer brands with perceived prototypicality.     

品牌感言

近期接连参加了中国广告圈内的几个大型论坛，基本上都离不开品牌这个话题。由中国制造到中国创造，已经成为我们的基本国策。一字之差却有很深的涵义，关键点是知识产权和自主品牌。     

民族品牌工程·黔系列品牌

为更好地体现贵州品牌特色与民族瑰宝,《中国名牌》特推出“民族品牌工程·黔系列品牌”专栏,以图文并茂的方式系统展现别具一格的贵州品牌文化。     

品牌是链成的（下）

名称、包装、产品、传播、活动、终端建设、品牌核心价值、品牌管理等多个环节，只有科学系统地链接，才能形成品牌合力，增加品牌成功的保险系数。[编者按]     

Grocery Purchase Behaviour for National and Own-Label Brands

This study compares the shopping habits for national and ownlabel brands to establish if there are differences in personal characteristics and purchase behaviour between those who buy national brands and those who buy own-labels in the UK. While statistical research could quantify how British grocery shoppers felt about food brands, it usually cannot explain why shoppers had the opinions they did, hence this study. It is thus an investigation, through the eyes of grocery shoppers, to answer the ‘WHY’ questions. Two distinct markets were found to exist. These grocery shoppers differ in terms of socio-economic status, personal characteristics and shopping behaviour. The findings provide information useful to both retailing and manufacturing interests as retail marketing strategies are developed in the face of intensifying competition for shoppers' food expenditure in the market-place.     

活动使品牌活起来动起来

时代在变，传播也在变。一方面是传播客观环境在改变。在如今这个传播过度的时代，强大的广告轰炸虽然有效果，但已经不再能达到以往那样的传播效果了，消费者的注意力时常会受到各种各样的、越来越多的信息的干扰和稀释，广告的边际效应不断下降。另一方面是传播的主观环境也在改变。现在许多消费者越来越不再满足于单方面的接收信息，消费者在信息接受上的主动性与参与性的要求越来越强烈。[第一段]     

汽车出口—自主品牌扬帆出海

2011,是值得全球汽车行业铭记的一年。当人们仍在为日本地震后日立港畔遍地的汽车残骸扼腕叹息的时候,余震才刚刚准备上演—行业巨头力不从心、著名品牌频繁易主、召回事件全球叠出、多地工厂竞相关闭加上全球经济疲软、欧债危机蔓延的大背景,整个国际汽车市场的发展步伐被完全打乱。     

品牌圈地运动

都说品牌时代已经来临。竞争变得更激烈。品牌也就越来越象房地产资源一样，大家都不断的占有抢先垄断。商标的注册更是象圈地一样疯狂。这几天，不但“中央一套‘给抢注成避孕套商标，就连“中央抬”也用谐音注册了类似的商标。