BUSI 3503U Chapter Notes - Chapter 6: Brand Equity, Online Advertising, Cdnow

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18 May 2017
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B(cid:396)a(cid:374)d (cid:374)a(cid:373)e, te(cid:396)(cid:373), sig(cid:374), s(cid:455)(cid:373)(cid:271)ol, o(cid:396) desig(cid:374), o(cid:396) a (cid:272)o(cid:373)(cid:271)i(cid:374)atio(cid:374) of the(cid:373) i(cid:374)te(cid:374)ded to ide(cid:374)tif(cid:455) the goods a(cid:374)d se(cid:396)(cid:448)i(cid:272)es of one seller or group of sellers and to differentiate them from those of the competition. B(cid:396)a(cid:374)d e(cid:395)uit(cid:455) set of assets a(cid:374)d lia(cid:271)ilities li(cid:374)ked to (cid:271)(cid:396)a(cid:374)d(cid:859)s (cid:374)a(cid:373)e a(cid:374)d s(cid:455)(cid:373)(cid:271)ol that add to o(cid:396) su(cid:271)t(cid:396)a(cid:272)ts f(cid:396)o(cid:373) the (cid:448)alue p(cid:396)o(cid:448)ided (cid:271)(cid:455) a p(cid:396)odu(cid:272)t o(cid:396) se(cid:396)(cid:448)i(cid:272)e to a fi(cid:396)(cid:373) o(cid:396) that fi(cid:396)(cid:373)(cid:859)s (cid:272)usto(cid:373)e(cid:396)s. E-marketing internet retailers with strong customer awareness, such as amazon,com and cdnow, were able to charge prices that are 7-12% higher than those less-known retailers. Same compact car would have a market value of approximately 5% more if it carried the mitsubishi than dodge. During the mid-1990s, ibm was able to command o(cid:448)e(cid:396) si(cid:373)ila(cid:396)l(cid:455) e(cid:395)uipped u(cid:374)(cid:271)(cid:396)a(cid:374)ded (cid:858)(cid:272)lo(cid:374)es(cid:859), dell (cid:1006)0. E(cid:454)e(cid:272)uti(cid:448)es at (cid:272)oke, a(cid:396)e fo(cid:374)d of sa(cid:455)i(cid:374)g that if all the fi(cid:396)(cid:373)(cid:859)s ph(cid:455)si(cid:272)al assets (cid:449)e(cid:396)e dest(cid:396)o(cid:455)ed, the(cid:455) (cid:449)ould (cid:271)e a(cid:271)le to borrow billion to rebuild the company easily.

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