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Cuprins

Cuprins
Chapter I
The Brands Position and Dimensions
1. The Importance of the Brand
2. The Components of the Brand
3. The Legal Protection of Brands
4. The Relevance of Corporate Identity when Considering the Brand
Chapter II
The Influence of the Brand upon the Consumer
1. Brand Awareness of the Consumer
1.1. Awareness, a Quantitative tool for Evaluating the Brand
1.2. Different Brand Awareness Levels
2. Brand Loyalty
2.1. Establishing and Maintaining Brand Loyalty
2.2. Repeated Buying
3. Rational and Emotional Dimensions of the Brand with high impact on Consumers
3.1. The Cognitive Brand Dimensions
3.2. The Emotional Brand Dimensions
Chapter III
Managing the International Brand
1. Brand Planning
2. Levels of Branding Decision and Branding Strategies
3. Brand Consolidation
Chapter IV
Vodafone. The Global Brand
1. International Presence
2.The strategic context
3. The case for a single brand

EXTRAS DIN DOCUMENT

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Branding in International Marketing

Chapter I

The Brand’s Position and Dimensions

1. The Importance of the Brand

1. The Components of the Brand

2. The Legal Protection of Brands

4. The Relevance of Corporate Identity when Considering the Brand