Emotive Networks and Brands
Emotive Networks and Brands
活動訊息
全館滿$1,200送150點金幣，4月歡慶兒童節，童書、玩具、文具滿1000元再送200點金幣！
內容簡介
Inhaltsangabe: Abstract: Brands have existed for several hundreds of years. Farmers used to brand their cattle by burning a mark into their fur. Others engraved initials into their valuables. The mark showed who the possession belonged to or where the cattle or goods originated from. This tradition still lives on in the logos, names, symbols and designs companies give to their products and services to distinguish their offers from the others - the competitors. From a simple marking of possessions and origin, branding has come a long way. Nowadays, companies invest a great amount of resources into building, maintaining and nurturing their brands. In acquisitions, companies pay a huge amount of money for a brand. Take Nestl矇's acquisition of Rowntree, which owns brands like Kit Kat and Smarties, as an example. Nestl矇 paid five times the net asset value of Rowntree in order to acquire stable brands. Why do companies pay such large sums of money for an invisible asset like a brand? The answer is simple: consumers do the same. Studies showed that consumers pay a far higher price for a product or service of a well-known brand they trust than for a comparable offer from a less well-know brand. Brands make up for a big chunk of a firm's revenues today and make sales predictable. As Internet and mobile communication grows in terms of users and becomes more important in their users' lives, brands are unsure of how to handle this new medium in the digital age, since market dynamics have changed. Competition is more fierce, rumours spread worldwide in no time and brands lose emotional touch with their target segment. This change has been facilitated by online and mobile communication of peers. People have always formed peer networks, but today these networks are much more powerful and quicker. Networks of consumers take over and 'steal' power from established brands. Shell witnessed a worldwide protest against its plans of sinking the oil platform Brent Spar into the North
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