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	<title>Mohit Sewak &#187; Branding</title>
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	<link>http://mohit.sewak.in</link>
	<description>Gold Medalist (Marketing), Silver Medalist (Finance), Silver Medalist (PGPM)</description>
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		<title>Perception Mapping of Indian Car Industry</title>
		<link>http://mohit.sewak.in/marketing/branding/perception-mapping-of-indian-car-industry/</link>
		<comments>http://mohit.sewak.in/marketing/branding/perception-mapping-of-indian-car-industry/#comments</comments>
		<pubDate>Fri, 08 Jan 2010 16:15:36 +0000</pubDate>
		<dc:creator>Mohit Sewak</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Correspondence Analysis]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Primary Research]]></category>
		<category><![CDATA[Research]]></category>
		<category><![CDATA[2 Dimension Mapping]]></category>
		<category><![CDATA[After Sales Service]]></category>
		<category><![CDATA[Attribute Mapping]]></category>
		<category><![CDATA[Brand Mapping]]></category>
		<category><![CDATA[Brand Perception]]></category>
		<category><![CDATA[Car Comfort]]></category>
		<category><![CDATA[Car Mileage]]></category>
		<category><![CDATA[Car Safety]]></category>
		<category><![CDATA[Consumer Perception]]></category>
		<category><![CDATA[Dimension Reduction]]></category>
		<category><![CDATA[FORD]]></category>
		<category><![CDATA[hyundai]]></category>
		<category><![CDATA[India Car Industry]]></category>
		<category><![CDATA[maruti]]></category>
		<category><![CDATA[Multiple Correspondence Analysis]]></category>
		<category><![CDATA[Perceptio Mapping]]></category>
		<category><![CDATA[SPSS]]></category>
		<category><![CDATA[TATA]]></category>

		<guid isPermaLink="false">http://mohit.sewak.in/?p=261</guid>
		<description><![CDATA[.
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The Changing Consumer Perception
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India is poised to become a major Auto hub in the near future. Indian car industry is changing rapidly, so is the mindset of Indian Consumers. We, at the Great Lakes Institute of Management, took an initiative to find out that whether the changing ground realities have also changed the India Auto Consumer&#8217;s mindset vis-a-vis [...]]]></description>
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		<slash:comments>4</slash:comments>
		</item>
		<item>
		<title>Mobile Marketing: The Adidas Case Study</title>
		<link>http://mohit.sewak.in/marketing/branding/mobile-marketing-adidas/</link>
		<comments>http://mohit.sewak.in/marketing/branding/mobile-marketing-adidas/#comments</comments>
		<pubDate>Sat, 19 Dec 2009 18:27:00 +0000</pubDate>
		<dc:creator>Mohit Sewak</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Research Review]]></category>
		<category><![CDATA[Strategic Marketing]]></category>
		<category><![CDATA[Addressing Privacy Concerns]]></category>
		<category><![CDATA[Adidas]]></category>
		<category><![CDATA[Adidas’ annual advertising and promotional spending is $900 million]]></category>
		<category><![CDATA[Aligning Value-Chain Partners]]></category>
		<category><![CDATA[Developing Mobile-Specific Metrics]]></category>
		<category><![CDATA[Exploiting the Capabilities of Mobile Marketing]]></category>
		<category><![CDATA[Integrating the Mobile Platform With Other Media]]></category>
		<category><![CDATA[mobile marketing]]></category>
		<category><![CDATA[Nike's annual advertising and promotional spending is $1.4 billion]]></category>
		<category><![CDATA[The Adidas Case Study]]></category>
		<category><![CDATA[Using Universal Appeals to Tap Into Global Markets]]></category>

		<guid isPermaLink="false">http://mohit.sewak.in/?p=1068</guid>
		<description><![CDATA[.
.
.

Mobile Marketing: The Adidas Case Study
..
.

As Adidas cannot spend as much as Nike on marketing communications (Adidas’ annual advertising and  promotional spending is $900 million only, compared with $1.4 billion for Nike), it has adopted more innovative, yet cost-effective, ways of reaching consumers, such as through mobile marketing.
.
Between June and November 2004, some researchers held [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Role of Mobile Marketing in Branding</title>
		<link>http://mohit.sewak.in/marketing/branding/mobile-marketing-branding/</link>
		<comments>http://mohit.sewak.in/marketing/branding/mobile-marketing-branding/#comments</comments>
		<pubDate>Sat, 19 Dec 2009 18:13:49 +0000</pubDate>
		<dc:creator>Mohit Sewak</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Research Review]]></category>
		<category><![CDATA[Strategic Marketing]]></category>
		<category><![CDATA[Adidas]]></category>
		<category><![CDATA[digital posters]]></category>
		<category><![CDATA[Foster top-of-mind awareness and attitude formation]]></category>
		<category><![CDATA[Increase Consumer Involvement and Interaction]]></category>
		<category><![CDATA[Influence Consumer Response and Activation]]></category>
		<category><![CDATA[mobile marketing]]></category>
		<category><![CDATA[Mobile Marketing in Branding]]></category>
		<category><![CDATA[radio-frequency identification tags]]></category>
		<category><![CDATA[ring tones]]></category>
		<category><![CDATA[Role of Mobile Marketing in Branding]]></category>
		<category><![CDATA[song clips]]></category>
		<category><![CDATA[The Future of Mobile Marketing]]></category>

		<guid isPermaLink="false">http://mohit.sewak.in/?p=1067</guid>
		<description><![CDATA[.
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The Role of Mobile Marketing in Branding
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Mobile marketing enable brands to achieve three objectives:
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1. Foster top-of-mind awareness and attitude formation: -
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In the music industry, recording labels and artists are employing mobile marketing to launch new albums. For example, the band New Order, which is attempting a comeback after several hit songs in the 1980s, is [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Coming Era of Brand in the Hand Marketing</title>
		<link>http://mohit.sewak.in/marketing/branding/brand-in-the-hand-marketing/</link>
		<comments>http://mohit.sewak.in/marketing/branding/brand-in-the-hand-marketing/#comments</comments>
		<pubDate>Sat, 19 Dec 2009 18:01:11 +0000</pubDate>
		<dc:creator>Mohit Sewak</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Research Review]]></category>
		<category><![CDATA[Strategic Marketing]]></category>
		<category><![CDATA[Adidas]]></category>
		<category><![CDATA[apeopleications]]></category>
		<category><![CDATA[Brand in the Hand]]></category>
		<category><![CDATA[Brand in the Hand Marketing]]></category>
		<category><![CDATA[Chicago Cubs]]></category>
		<category><![CDATA[Coca-Cola]]></category>
		<category><![CDATA[hand-held device]]></category>
		<category><![CDATA[lean-back]]></category>
		<category><![CDATA[lean-forward]]></category>
		<category><![CDATA[McDonald’s]]></category>
		<category><![CDATA[mobile marketing]]></category>
		<category><![CDATA[MTV]]></category>
		<category><![CDATA[MTV Networks Co.]]></category>
		<category><![CDATA[MTV’s 2005 Video Music Awards]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[Sony Pictures]]></category>
		<category><![CDATA[Traditional media]]></category>
		<category><![CDATA[Virgin Mobile Telecoms Ltd.]]></category>
		<category><![CDATA[Volvo]]></category>
		<category><![CDATA[Wrigley Field]]></category>

		<guid isPermaLink="false">http://mohit.sewak.in/?p=1063</guid>
		<description><![CDATA[.
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.

The Coming Era of Brand in the Hand Marketing
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.
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The combination of the Internet and hand-held mobile devices is making possible a whole new array of marketing apeopleications and offerings. This is called  “brand in the hand”.
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The potential for branding and marketing communications to be delivered to people in their hands while they are shopping, watching [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Conceptualizing, Measuring, and Managing Customer Based Brand Equity</title>
		<link>http://mohit.sewak.in/marketing/branding/conceptualizing-measuring-and-managing-customer-based-brand-equity/</link>
		<comments>http://mohit.sewak.in/marketing/branding/conceptualizing-measuring-and-managing-customer-based-brand-equity/#comments</comments>
		<pubDate>Fri, 18 Dec 2009 19:17:11 +0000</pubDate>
		<dc:creator>Mohit Sewak</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[CRM]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[A brand can be defined as]]></category>
		<category><![CDATA[and Managing Customer Based Brand Equity]]></category>
		<category><![CDATA[Attributes]]></category>
		<category><![CDATA[Brand Awareness]]></category>
		<category><![CDATA[Brand Image]]></category>
		<category><![CDATA[Building Customer-Based Brand Equity]]></category>
		<category><![CDATA[Conceptualizing]]></category>
		<category><![CDATA[Customer based brand equity]]></category>
		<category><![CDATA[Developing supporting marketing programs]]></category>
		<category><![CDATA[financially based motivation to estimate the value of a brand]]></category>
		<category><![CDATA[Managing Customer-Based Brand Equity]]></category>
		<category><![CDATA[Measuring]]></category>
		<category><![CDATA[Measuring Customer-Based Brand Equity]]></category>
		<category><![CDATA[strategy-based motivation to improve marketing productivity]]></category>

		<guid isPermaLink="false">http://mohit.sewak.in/?p=1050</guid>
		<description><![CDATA[
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.
.

Conceptualizing, Measuring, and Managing
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Customer Based Brand Equity


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.
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There have been two general motivations for studying brand equity: -
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1. . financially based motivation to estimate the value of a brand
2. . strategy-based motivation to improve marketing productivity.
.
.
A brand can be defined as &#8220;a name, term, sign, symbol, or design, or combination of them which is  intended to [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Better Advertising Planning Grid</title>
		<link>http://mohit.sewak.in/marketing/branding/advertising-planning-grid/</link>
		<comments>http://mohit.sewak.in/marketing/branding/advertising-planning-grid/#comments</comments>
		<pubDate>Tue, 24 Nov 2009 14:45:25 +0000</pubDate>
		<dc:creator>Mohit Sewak</dc:creator>
				<category><![CDATA[Branding]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Research Review]]></category>
		<category><![CDATA[Advertising Planning Grid]]></category>
		<category><![CDATA[Brand Attitude]]></category>
		<category><![CDATA[Brand Awareness]]></category>
		<category><![CDATA[FCB grid]]></category>
		<category><![CDATA[involvement dimension of Attitude]]></category>
		<category><![CDATA[Rossiter-Percy Grid]]></category>
		<category><![CDATA[think-feel]]></category>

		<guid isPermaLink="false">http://mohit.sewak.in/?p=746</guid>
		<description><![CDATA[.
.
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Better Advertising Planning Grid
.
&#8212; John Rossiter, Larry Percy &#8212;

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The article &#8220;Better Advertising Planning Grid&#8221;, by John Rossiter, and Larry Percy, says that the manager now needs a more comprehensive model which accounts for the major differences in how ads work depending on the advertising situation. Purpose in this article is to present and discuss a [...]]]></description>
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		<slash:comments>2</slash:comments>
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