شرح ابعاد العلامة التجارية الشخصية لاكر

مركز المعرفة

ابعاد العلامة التجارية الشخصية لجنّيفر أكر - جريدة ابحاث التسويق ، عدد 8/97 ، . صفحة 347=356 عبارة عن الهيكل الذى يقيس الشخصية فى العلامة التجارية الشخصية في خمسة أبعاد اساسية ، كلّ مقسم الى مجموعة من المظاهر.

انه نموذج يصف مقطع العلامة التجارية الشخصية باستعمال التماثل مع الكائن البشرى.

مظاهر الخمسة أبعاد

وهم:

• الاخلاص - متواضع، صادق ، مفيد ، بهيج
• الإثارة الجريئة - مفعم بالحرية ، تخيّليّ ، الامور المستجدة
• الكفاءة - موثوق به ، ذكيّ ، ناجح
• التعقيد - مستوى عالى ، يفتن
• الصلابة - محب للطبيعة ، متين

كلّ مظهر بالتّالي يقاس بمجموعة من السمات. لقد أتمّت مقاييس السمات باستخدام (خمسة نقاط للقياس 1=غير قابل للوصف تماما ، 5=قابل للوصف تماما) يصنّف للمدى الذى يصف كلّ حالة من العلامة التجارية.

شرح السمات ينتمى إلى كلّ من المظاهر التالية

هذا السمات هى:

• متواضع=متواضع، متكيف نحو العائلة ، بلدة صغيرة
• صادق=صادق ، يصدق ، حقيقيّ
• مفيد=مفيد ، أصليّ
• بهيج=بهيج ، عاطفيّ ، ودّيّ
• جريئ=جريئ ، متّبع آخر صيحة ، مثير
• مفعم بالحرية=مفعم بالحرية ، هادىء ، شابّ
• تخيّليّ=تخيّليّ ، فريد
• الامور المستجدة=الامور المستجدة ، عضو مستقلّ ، معاصر
• موثوق به=موثوق به ، يتحمل العمل ، مؤمّن
• ذكاء=ذكاء، فنّ ، مؤسس
• ناجح=ناجح ، زعيم ، واثق
• مستوى عالى=مستوى عالى، فتنة ، مظهر جيد
• فاتن=فاتن ، أنوثّة ، نعومية
• بالعراءة=بالعراءة ، مذكّر ، غربيّ
• متينة=متينة ، متينة

ان هيكل جنّيفر أكر لابعاد العلامة التجارية الشخصية يمكن استعماله للتحرّى عن الوضع الحالى للعلامة التجارية ووصف الوضع الحالى و الرغبات المستقبلية لها.

المنتدى موضوع جديد ابعاد العلامة التجارية المنتدى. How to Create a Brand? The Brand Creation Process Brands and Branding are essential components of a successful business. But more in detail, what attributes and properti (...) 10   27 ردود الفعل Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private educational institutions transitioning from more traditional marketing stra (...) 10   0 ردود الفعل Brand Personality Questionaire Where can I find an inventory or questionnaire on brand personality dimensions? Thanks... (...) 9   1 ردود الفعل 6 Human Attributes of Human-Centric Brands (Kotler) In marketing, it's being said for a long time: 'The Customer is King'. In the digital era, this saying is truly manifest (...) 6   2 ردود الفعل CORPORATE Brand Personality Models Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to mea (...) 5   2 ردود الفعل Destination Personality I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model i (...) 4   1 ردود الفعل Brand Personality for Recruitment Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment (...) 4   0 ردود الفعل Using Brand Personality Dimensions Model for Goal Setting This is a good model and I would like to use this to set goals for my department and individual staff members. We need t (...) 4   1 ردود الفعل Global Marketing Strategy The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still (...) 3   0 ردود الفعل Multi-attribute Theory I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms (...) 3   2 ردود الفعل Branding Case: Why the Branding of Mauritius Failed A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not (...) 3   0 ردود الفعل Employment Branding Survey I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about? (...) 2   1 ردود الفعل

نصائح خبير تصبح عضوا رؤى متقدمة حول Brand Personality (الإنجليزية). ستجد هنا نصائح مهنية من قبل خبراء. Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development (...) What are Attributes of Strong Brands? Brand Management, Brand Valuation In the article �The Brand Report Card� (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world� (...) How to Build a Brand in China Brand Development, China, Best Practices Based on data about Chinese consumers� expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe (...) Dimensions and Traits of the Corporate Brand Personality Corporate Brand Development In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product b (...) Generic Traits of a Good Brand Brand Management, Checklist A good brand displays nine traits: 1. It drives shareholder value. 2. Top executives support the branding effort, mark (...) How to Divest 2nd Tier CPG Brands? Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre (...) Benefits of a Strong Brand Personality Brand Management, Brand Strategy, Marketing Strategy A lot of research has been done on the effects of brand personality; these researches suggested various benefits that ma (...) The Need for Brand Authenticity Branding In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands (...) Generic Implementation Steps of a Global Brand Global Brand Development, Best Practices Firms that want to build global brands should take following 10 steps: 1. Involve the CEO and board to provide top-down (...) Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le (...) Nationalism and Patriotism in Corporate Brand Communication Strategies Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want (...) Six Steps for Integrating Social Media Into your Organization Social Media Integration, Using Social Media, Social Media for Business In order to successfully integrate social media into your organization, six useful steps can be used. These are the foll (...) Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie (...) The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo (...) Focus Points in City Branding City Branding, Regional Branding, Geographical Branding Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool (...) Brand Relationship Quality Branding, Brand Management, Brand Differentiation, Brand Relationship A lot of research has been done to consumers� brand evaluations about brands by examining factors such as brand attitude (...) Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar (...)

مصادر المعلومات تصبح عضوا مصادر المعلومات المختلفة المتعلقة ابعاد العلامة التجارية. هنا سوف تجد POWERPOINTS، وأشرطة الفيديو، والأخبار، وما إلى ذلك لاستخدامها في المحاضرات وورش العمل الخاصة بك.

قارن مع ابعاد العلامة التجارية الشخصية لاكر : Brand Identity Prism منشور تحديد العلامة التجارية   |  Reputation Quotient حاصل السمعة   |  Brand Asset Valuator تقييم اصل العلامة التجارية

العودة لقائمة الادارة: اتخاذ القرار و التقييم  |  المعرفة و الادارة الغير محسوسة  |  التسويق

العديد من مناهج و نماذج و نظريات فى الادارة