Answered You can hire a professional tutor to get the answer.
Compose a 1500 words assignment on the role of the beijing brand within the context of product strategy. Needs to be plagiarism free!
Compose a 1500 words assignment on the role of the beijing brand within the context of product strategy. Needs to be plagiarism free! Brand awareness consists of brand recognition and brand recall. The former relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cue. The latter relates to consumers' ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe as a cue.
The management of Beijing brand awareness will play an important role in potential sponsorship decision making for three major reasons. First, it is important that potential sponsorships think of Beijing brand when they think about Olympics games. Second, Beijing brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. Finally and the most important, Beijing brand awareness affects sponsorships and consumers decision making by influencing the formation and strength of brand associations in the brand image. A necessary condition for the creation of a brand image is that a brand node has been established in memory.
On the other hand, related to brand image, it is defined as perceptions about a brand as reflected by the brand associations held in consumer memory. Likewise, brand associations are the other informational nodes linked to the brand node in memory and continue in the meaning of the brand for sponsorships and consumers.
Based on the proposal of Keller (1993), the marketing team of Beijing Olympics games has to consider three major categories of increasing scope: attributes, benefits, and attitudes. The attribute category is related to the features that characterize the Olympics games. Likewise, attributes are categorized in product-related and non-product-related. The former is defined as the ingredients necessary for performing the product or service sought by consumers. The latter is defined as external aspects of the product or service that relate to its purchase or consumption. .
