By Karen Beamish
Designed in particular with revision in brain, the CIM Revision playing cards offer concise, but basic info to aid scholars in passing the CIM assessments as simply as attainable. a transparent, conscientiously based format aids the training strategy and guarantees the main issues are lined in a succinct and obtainable demeanour. The compact, spiral sure structure allows the playing cards to be carried round simply, the content material accordingly constantly being available, making them worthy assets irrespective of the place you're. positive aspects corresponding to diagrams and bulleted lists are used all through to make sure the foremost issues are displayed as truly and concisely as attainable. every one part starts off with a listing of studying results and ends with tricks and information, thereby making sure the content material is damaged down into plausible suggestions and will be simply addressed and memorised * up to date to mirror adjustments within the coursebook* Written in particular for revision reasons hence in basic terms that includes the main techniques that have to be discovered * rigorously designed to let issues to be simply extracted and memorised with no clouding them in more info * Accompanies the CIM Coursebook and MarketingOnline site to supply an entire suite of goods to help the CIM qualification
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Additional resources for CIM Revision Cards Analysis and Evaluation, Second Edition
This can be done in a number of ways. Ideally, a lot of customer data would be collected. 1. The dimensions of quality that matter to them, that is, what and how important are the attributes on which they are assessing competitive offerings? 2. How do our products and our competitors rate on each of these attributes? 3. What are their perceptions of price? 4. What price/quality combinations are most valued by customers? Promotion n The promotional mix can be divided into its separate elements and analysed separately or amalgamated and viewed holistically.
The actual audit will then be a checklist with a scoring system developed for a particular company competing in a specific industry setting. n Primary competition is brands that are most similar. One of the easiest ways to assess which these brands are is to think about which brands the consumer would buy if your brand was not available. Or, ideally, ask a sample of your target market that question. n Secondary competitors are brands that are more distant from your own positioning. For example, a Cartier watch might be primary competition to Rolex.
However, it is important to note that the quality of the support is as important as the quantity. Brands that have proven international acceptance and appeal are inherently stronger than regional or national brands as they are less susceptible to competitive attacks and hence are more stable assets. Securing full copyright protection for the brand under international trademark and copyright law allows for greater stability and encourages investment in the brand. Source: Interbrand (2004) ANALYSIS AND EVALUATION 35 BRAND VALUATION 36 The outcome of this approach is a brand strength score.