Principle 1 Customer Acceptance of Online Retail Depends on Offline Shopping Costs Internet retailers can alter the cost-benefit trade-off shoppers by making things “closer” and more accessible, perhaps even at…
Category: Management
Segment size Growth of segment Value of segment Stability Current company position within segment Ease of entry into segment Ease of competitive entry into segment…
Strong Brands Make clear promises that are kept overtime Have rich, unique brand equity, strong thoughts and feelings Are dependable and deliver consistently Have a…
The identity/execution was poorly conceived: Can often be identified by measures of consumer interest, brand associations, sales. The target for the identity/execution is limited: May need to change…
Memorable: Easily recognized, Easily recalled Meaningful: Descriptive, Persuasive Appealing: Fun and interesting, Rich visual and verbal imagery, Aesthetically Protectable: Legally, Competitively Adaptable: Flexible, Updateable Transferable: Within and across product categories, Across geographical boundaries and cultures