Professional Documents
Culture Documents
MANAGEMENT
End Of Course Report
QUESTION 1
PICK A BRAND OUT OF THE BEST GLOBAL BRAND IN 2013 RANKED BY INTERBRAND
1994
1995
US Based Multinational
Started as a Bookstore
Headquartered in Seattle
Founded in 1994
Site online since 1995
QUESTION 2
DEVELOPING A BRAND STRATEGY : HOW DID THEY POSITION BRAND (USING BRAND
POSITIONING MODEL)
Brand as
Product
Wide Range
Lowest Price
High Service
Reliability
Value for
money
Brand as
Organization
Innovative
Customer
Friendly
Global
Trustworthy
Brand as
Person
Honest
Reliable
Timely
Energetic
Friend
Brand as
Symbol
Symbol for
reliability
!
Functional
appeal
!
Modern/With
less heritage
Brand Resonance
Brand Personality
Values
Technological Image
Next Generation Outlook
Emotional
Functional
Lowest Prices
Ease of Purchase and Delivery
Attributes
DRAW THE BRAND RESONANCE MODEL AND FILL IN THE BRAND ASSOCIATIONS YOU DISCOVERED
OR DISCOVERED IN THE APPROPRIATE BRAND BUILDING BLOCK.
Brand!
Personality
Value of user
Emotional Rewards
Functional Benefits
Attributes
QUESTION 3
BRAND ELEMENTS
Memorability
Meaningfulness
Likability
Orange arrow
High Quality
(From A to Z)
Customer Service
Large range
of products
Amazons font
Lowest Prices
Ease of
purchase
& delivery
amazon.com,
and youre done
Safety &
Performance
Efficient Visual
Transferability
Name related
to the worlds
largest river
Arrow link A to Z
means that they
cover all products
Adaptability
Protectability
Amazon is
adaptable
because they
can sell
everything
Page
Speed
Breeze
Searching
Personalized
Shopping Experience
Users Need
Reviews
Recommend
Similar Products
Efficient Mailing
99$
/Year
https://www.youtube.com/watch?v=98BIu9dpwHU
COLLECT INFORMATION RELEVANT TO THE SECONDARY ASSOCIATIONS THE BRAND HAS USED.
QUESTION 4
1. Measuring and Interpreting brand performance.
a. Measuring sources of brand equity: Capturing the customer mindset: What specific methods do you think the brand has used to capture the
customer mindset.
SINCERITY
Down to
earth
Honest
Cheerful
Brand Personality
Wholesome
SOPHISTICATION
EXCITEMENT
Daring
Spirited
Imaginative
Upper
class
Charming
Up to date
RUGGEDNESS
COMPETENCE
Outdoor
Reliable
Intelligent
Successful
Tough
Lower Price
Higher Price
Less Convenient
Perceptual Map of
the Online Retailer
Market in USA
Amazon
Walmart
eBay
Market performance
COMPUTATION OF AMAZON BRAND VALUE (BASED ON INTERBRAND METHODOLOGY)
(in Million of $)
Actual data
Projective data
2009
2010
2011
2012
2013
FINANCIAL ANALYSIS
2014
2015
2016
2017
Total
2018
Net income
902
$ 1,152
631
39
-26%
Cost of capital
Total assets
Total assets growth rate
31%
10%
274
203
151
112
83
62
13,813
18,797
25,278
32,555
40,159
52,439
68,475
89,414
116,756
152,458
5,244
6,847
8,941
11,676
15,246
(5,041)
(6,696)
(8,829)
(11,592)
(15,184)
65%
Brand Earnings
COMPETITIVE BENCHMARKING
Discount rate
17%
(4,353)
(5,739)
(7,535)
(9,870)
Year 1
Year 2
1.17
Year 3
1.37
Year 4
1.60
Year 5
1.87
2.19
$ (2,800)
$ (3,180)
$ (3,583)
$ (4,021)
Terminal value
(4,502)
-$18,086
43%
(10,528)
Terminal Value
$ (28,614)
Discount factor
(3,276)
$ 29,478
QUESTION 5
GROWING AND SUSTAINING BRAND EQUITY. WHAT ARE THE BRAND LINE EXTENSIONS?
BRAND EXTENSIONS ?!
Instead of being just the retailer where you could
buy cheap stuff they changed to be a lot more
digital instead of being just a shop.
!
Instant video
MP3 store
Cloud Player
Kindle
Cloud Drive
Appstore for Android
Game & Software Downloads
Audible Audiobooks