Constructia si reconstructia unei marci
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Transcript of Constructia si reconstructia unei marci
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Dacia Sandero
Opel Corsa VW Polo Ford Fiesta
Skoda Fabia
Peugeot 206
Preț cu TVA 7300 E 6895 E 11.061E 1050 E 8480 E 10874 E
Poziționarea mărcii Sandero nu este una sustenabilă
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Categorie Factori Importanța Relativă Punctaj obținut (0-100)
Forța mărcii max 40% Loialitatea 0,06 70
Familiaritate 0,02 100
Atracție față de marcă 0,04 30
Cota de piață 0.10 20
Impactul extensiilor de marcă 0.02 10
Leadership 0.05 40
Internaționalitate 0,06 100
Potențialul mărcii 0.05 50
Imaginea mărcii max 35% Notorietate calificată 0,02 100
Arhitectura mărcii și design 0.06 60
Imaginea corporativă 0.01 90
Identitate vizuală 0.05 90
Experiența de marcă 0.02 40
Poziționarea 0,04 40
Calitatea percepută 0.15 50
Protecția mărcii max 15% Protecție legală 0.01 100
Personalitatea mărcii 0,04 30
Suport de marketing (buget) 0.10 70
Factori financiari max 10% Tredndul încasărilor 0.03 60
Nivelul profitului brut 0.05 100
Punctaj total 1 50.3
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