List 01: Factors that may contribute to the building of strong brand equity: Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior List 02: Potential benefits that may be gained from strong brand equity: Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention More energetic corporate culture More skills and resources and capabilities New product success More product line extensions Easier market development Strategic alliances More efficient marketing spend Significant competitive advantage Reduces threat of new entrants Increased profits and stability of cash flows Borrowing/capital raising Stable cash flow and easier planning Economies of scale Improved price/earnings ratio QUESTIONS Q.2a. Looking at the two lists, do you think that there is a relationship between the two? That is, does a strength/performance in one list contribute to a better result for a similar factor in the other list? (Example, a strong brand can be built by social media, yet strong brands will generally have a greater social media presence and uptake.)

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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List 01: Factors that may contribute to the building of strong brand equity: Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior List 02: Potential benefits that may be gained from strong brand equity: Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention More energetic corporate culture More skills and resources and capabilities New product success More product line extensions Easier market development Strategic alliances More efficient marketing spend Significant competitive advantage Reduces threat of new entrants Increased profits and stability of cash flows Borrowing/capital raising Stable cash flow and easier planning Economies of scale Improved price/earnings ratio QUESTIONS Q.2a. Looking at the two lists, do you think that there is a relationship between the two? That is, does a strength/performance in one list contribute to a better result for a similar factor in the other list? (Example, a strong brand can be built by social media, yet strong brands will generally have a greater social media presence and uptake.)

Definition Definition Degree to which financial markets incorporate all available information into the prices of assets. In a more efficient market, the prices reflect the available information more than that in a weak efficient market. It is difficult for investors to outperform the market in a strong efficient market. This is because all the available information is already discounted in the asset's price. However, in a weak-form efficiency, the market does not reflect all information in the asset's price. As a result, it becomes easier to generate better returns in a weak form or an inefficient market.

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