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Branding Decisions at Sylvania
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A 5 page paper discussing how Sylvania.com has been able to use the six levels of meaning suggested by Kotler (1998) – attributes, benefits, values, culture, personality and user. Analysis of the six levels of meaning in conjunction with Sylvania’s website illustrates that the company likely is using all of the levels of meaning appropriate to the company and its business. Attempting to extend marketing effectiveness to all six levels of meaning no doubt would diminish the effectiveness of some, and negate the effectiveness of others. Bibliography lists 1 source.
Filename: KSmktgBranding.rtf

Branding in Tourism
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This 3 page paper considers how branding may be used by tourist destinations. The paper looks at how this may be achieved and gives a short example of a branding strategy for a tourist attraction. The bibliography cites 8 sources.
Filename: TEbrndtr.rtf

Branding Mac Computers
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This 14 page paper discusses what branding is and the importance of developing brands. The variables involved in creating a brand image are discussed. Passionate branding is explained, including the traits of passionate branding. The bulk of the paper describes how Apple developed the Mac brand, which is a passionate brand. Mac users are fiercely loyal. The message of the Mac brand and the variables involved are explained. Bibliography lists 9 sources.
Filename: PGmacbr.rtf

Branding Plan for WVLT-TV
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A 5 page paper discussing characteristics of the viewing area of this mid-market television station and ways that the station can increase its standing in the local area. Located in the foothills of the Smoky Mountains, WVLT is the perennial “also ran” in broadcast television in East Tennessee. It is a network (CBS) affiliate, but its local efforts fall short of those of the leading station in the market, the local NBC affiliate. The paper recommends that WVLT begin increasing community awareness of the station right away while simultaneously selecting a general theme as focus for greatly increased community involvement. No sources listed.
Filename: KSmktgWVLT.rtf


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