DAT 5.1 Survey Design: A Brand Audit Example (cont.) Brand Audit Example Brand A is one of 16 luxury cars available in India. To understand how it is perceived by customers, and improve its brand appeal, the owners of the brand conducted a nationwide, online survey of customers. An excerpt from the survey is presented below. Survey You are cordially invited to provide your valued opinion in a short survey about luxury cars. We will ask you a few questions about various brands of luxury cars, and this survey should take you about eight minutes to complete. Thank you very much for your time and support. Brand Image Brand Sensuality Think of Brand A, and please answer these questions. For each Brand A’s design is really well done. question, a score of 1 is regarded as “strongly disagree” and 5 Brand A sells incredible cars. is regarded as “strongly agree.” Brand A’s products are designed to please. Brand Mystery Brand A awakens good memories for me. Brand A is part of my life. Brand A captures the times. Brand Intimacy I feel happy when I use Brand A’s products. I feel satisfied with Brand A. I will stay with Brand A. Results The survey was answered by 1,000 customers. The results reflect the brand’s image (comprised of mystery, sensuality, and intimacy). According to the questionnaire responses, Brand A scored very well on brand mystery and brand intimacy, with mean scores in the range of 4.2 to 4.9 on the 5-point scale. But customers did not like the brand’s design (M = 3.8) and did not believe that the brand sold incredible products (M = 3.3). Thus, the brand sensuality measures were significantly lower. Using these survey results, the firm launched an immediate redesign of its car to address this brand weakness and planned a new advertising campaign to launch the new product. © Palmatier 31
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LinuxONE is designed for large, cacheintensive business workloads Latency introduced by Core Core (1) hop across multiple L3 rings, and (2) CPU-to-L3 frequency differences Core Core Haswell chip E5 2600 V3 (representation) Core Total Shared L3 cache Core Core Core Core Core Core Core Core Per Core Shared L3 cache Core Core Core Core 2 Core 1 Core Core 3 Total Per Core L1 cache 64 KB 224 KB L2 cache 256 KB 4 MB L3 cache 45 MB 2.5 MB http://www.anandtech.com/show/6355/intels-haswell-architecture/10 http://www.anandtech.com/show/8423/intel-xeon-e5-version-3-up-to-18-haswell-ep-cores-/4 5 Core Core 0 64 MB 8 MB Core 4 Shared L3 Cache Core 5 Core 6 Core 7 Latency is minimized – all cores have equal access to L3, no frequency boundaries LinuxONE chip (representation) LinuxONE also has 960 MB per drawer offchip L4 cache
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Accident Insurance Plan • • • • • • • • • • • • • • • • • • • • • • • • Hospital ER Treatment Benefit Accident Follow-up Treatment Benefit Medical Imaging Benefit Hospital Confinement Benefits Wellness Benefit Ambulance Benefit Transportation Benefit Family Member Lodging & meals Benefit Appliances Benefit Blood, Plasma and Platelets Benefit Burns Benefit Skin Graft Benefit Dislocations Benefit Exploratory Surgery Without Surgical Repair Benefit Eye Injury Benefit Fractures Benefit Internal Injuries Benefit Physical Therapy Benefit Prosthesis Benefit Ruptured Disc or Torn Knee Cartilage Benefit Tendons, Ligaments and Rotator Cuff Benefit Emergency Dental Work Benefit Paralysis Benefit Concussion Benefit Benefit
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Three Steps to Building Brand Equity Brand Building Activities Key Objectives 1st Step Build a high level of brand awareness Provide an anchor point for linking meaning to the brand in later steps 2nd Step Link the brand name to its points of parity and difference Define the brand’s relative advantage(s) 3rd Step Build a deep emotional connection or “relationship” between brand and targeted customers Generate powerful, long-lasting barriers to competitors (i.e., SCA) 1. Building a high level of brand awareness among the firm’s targeted customers, which then provides an anchor point for linking the easily recallable brand name to the elements that define its meaning and image 2. Linking the brand name to the brand’s points of parity and difference, which helps define the brand’s relative advantage – this step defines how the brand will be positioned against its competition 3. Building a deep emotional connection or “relationship” between the brand and targeted customers – moving beyond functional differentiation implies a true, emotional connection which is the essence of building a powerful, long-lasting brand image © Palmatier 25
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Brand Architecture Spectrum Single Master Brand Many Independent Brands House of Brands Many Many independent independent brands brands P&G’s Tide, Cheer, All, Ariel, and Purex Endorsed Brands Sub-brands Many Many individual individual brands brands are are linked to linked to an an endorsing endorsing brand brand to to produce produce a a supportive supportive foundation foundation Courtyard by Marriott; Polo by Ralph Lauren Sub-brands Sub-brands have have a a closer closer link link to to the the parent parent brand brand than than do do endorsed endorsed brands brands but but behave behave similarly similarly Sony Walkman; Nestle Kit Kat Branded House Single Single master master brand brand used used for for all all products products GE’s airplane engines, appliances, and financing  Despite this presentation of brand architecture as two extremes on a spectrum, in reality, firms often use intermediate or hybrid brand structures, such as endorsed brands and sub-branding  Marriott Hotels uses an endorsed brand strategy for the Courtyard Marriott chain. It suggests the approval and imprimatur of the Marriott brand but also makes it clear to customers that Courtyard hotels stand on their own and offer something different from typical Marriott hotels  Sony uses a sub-branding strategy when it assigns major product categories, such as PCs, the Viao brand name. Branding a laptop as a Sony Viao means that it enjoys spillover benefits from Sony (awareness and linkages) but also differentiates the Viao name so that it can establish linkages unique to PCs © Palmatier 15
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STATISTICAL CALCULATIONS (EXCEL FORMULAS) for (int frame=0; frame< N; frame++) // Total a given feature over all frames { totals[MEAN][feature] += features[frame][offsets[feature]]; } totals[MEAN][feature]/= N; } // Compute mean double delta, stdev; for (int frame=0; frame < N; frame++) { delta = (features[frame][offsets[feature]] - totals[MEAN][feature]); totals[VARIANCE][feature] += delta * delta; totals[SKEW][feature] += Math.pow(delta, 3); totals[KIRTOSIS][feature] += Math.pow(delta, 4); } totals[VARIANCE][feature] = totals[VARIANCE][feature] /= N - 1; totals[STD][feature] = stdev = Math.sqrt(totals[VARIANCE][feature]); totals[SKEW][feature] = 1.0*N/((N-1)*(N-2)) * totals[SKEW][feature]/Math.pow(stdev,3); totals[KIRTOSIS][feature] = 1.0*N*(N+1) /((N-1)*(N-2)*(N-3)) * totals[KIRTOSIS][feature] / Math.pow(stdev,4); totals[KIRTOSIS][feature] -= 3.0 * (N-1)*(N-1) / ((N-2)*(N-3));
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Statistical Calculations (Excel Formulas) for (int frame=0; frame< N; frame++) // Total a given feature over all frames { totals[MEAN][feature] += features[frame][offsets[feature]]; } totals[MEAN][feature]/= N; } // Compute mean double delta, factor, stdev; for (int frame=0; frame < N; frame++) { delta = (features[frame][offsets[feature]] - totals[MEAN][feature]); totals[VARIANCE][feature] += delta * delta; totals[SKEW][feature] += Math.pow(delta, 3); totals[KIRTOSIS][feature] += Math.pow(delta, 4); } totals[VARIANCE][feature] = totals[VARIANCE][feature] /= N - 1; totals[STD][feature] = stdev = Math.sqrt(totals[VARIANCE][feature]); factor = 1.0 * N / ((N-1)*(N-2)); totals[SKEW][feature] = factor * totals[SKEW][feature] / Math.pow(stdev, 3); factor = 1.0 * N * (N+1) / ((N-1)*(N-2)*(N-3)); totals[KIRTOSIS][feature] = factor*totals[KIRTOSIS][feature] / Math.pow(stdev,4); factor = 3.0 * (N-1)*(N-1) / ((N-2)*(N-3)); totals[KIRTOSIS][feature] -= factor;
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KU Group Consumers Clinicians Policy Makers Researchers Brokers Manufacturers Instrumental Use: Use needs assessment, valuability assessments and value proposition to demonstrate value of K. Develop preliminary commercialization package to promote benefits (financial and otherwise) to brokers and their clients. Instrumental Use: Use needs assessment, valuability assessments and value proposition to demonstrate value of K. Develop preliminary commercialization package to promote benefits (financial and otherwise) to manufacturers. Discovery Outputs. What to Share with Each KU Group Strategic Use: Use initial needs assessment paired with research findings to develop talking points that demonstrate how knowledge (K) could lead to product development and improved Quality of Life (QoL) Strategic Use: Use initial needs assessment paired with research findings to develop talking points that demonstrate how K could lead to product development and improved QoL. How to Reach Each KU Group Network with consumer advocacy organizations (CIL, Cerebral Palsy Association, AARP, etc.) and ask them to publish an article in their newsletter or have them email their constituents. Present at organizational meetings. Ask the organizations to have a link on their website to your website. Use fliers, emails, phone calls and face to face meetings. Present findings at Presentations Present findings at clinician oriented communicated to program research oriented conferences (AOTA, directors, reply to conferences (RESNA, APTA, CSUN, ISS, etc.). invitations for comments etc.); publish in clinical Use research papers, or talk with elected and in AT research power point presentations, officials. Use email, calls, journals. Use research mailings, emails, face to face meetings, papers and power point presentations at power point presentations. presentations. conferences. Face to face meetings with University TTO may be most effective. Utilize their invention disclosure processes. Develop a preliminary commercialization package (soft or hard copies) and use power point presentations. Conduct face to face meetings with individual manufacturers at their home office, or at conferences/tradeshows (Medtrade, ATIA, etc.). Develop preliminary commercialization package (soft or hard copies) and use power point presentations and tailored emails. Anticipated Knowledge Translation Outcomes Consumers can use talking points to contact politicians to advocate for reimbursement of potential devices, or contact manufacturers and distributors to stimulate product demand.* Clinicians can use talking points to contact politicians to advocate for reimbursement of potential devices, or contact manufacturers and distributors to stimulate product demand.* Brokers can use preliminary commercialization package to stimulate discussions between manufacturers and researchers pertaining to application of research findings.* Manufacturers can use preliminary commercialization package to engage in discussions with brokers and researchers pertaining to application of research findings.* Strategic Use: Use initial needs assessment paired with research findings to develop talking points that demonstrate how K could lead to cost savings and improved QoL. Conceptual Use: Disseminate nonproprietary K to stimulate additional research (R). Policy makers can use talking points as a basis Researchers can use for introducing and findings as a basis for supporting legislation to additional research on provide reimbursement for related topics.* potential devices.*
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An Ontology level is needed XML Ontology 256 imports Ontologies add • Structure • Constraints • mappings imports XML Ontology 1 XML Ontology 42 = <> We need a way to define ontologies in XML So we can relate them So machines can understand (to some degree) their meaning
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Prescription Drug Copays Partnership PPO In-Network Out-of-Network Standard PPO In-Network Out-of-Network 30-Day Supply (only from pharmacies in the 30-day network) $5 copay generic $35 copay preferred brand $85 copay non-preferred brand Copay, plus any amount exceeding MAC $10 copay for generic $45 copay for preferred brand $95 copay for nonpreferred brand Copay, plus any amount exceeding MAC 90-Day Supply (90-day network pharmacy or mail order) $10 copay generic $65 copay preferred brand $165 copay nonpreferred brand Copay, plus any amount exceeding MAC $20 copay for generic $85 copay for preferred brand $185 copay for nonpreferred brand Copay, plus any amount exceeding MAC 90-Day Supply (certain maintenance medications from 90-day pharmacy or mail order) $5 copay generic $30 copay preferred brand $160 copay nonpreferred brand Copay, plus any amount exceeding MAC $10 copay generic $40 copay preferred brand $180 copay nonpreferred brand Copay, plus any amount exceeding MAC www.partnersforhealthtn.gov 1-800-253-9981 37
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If a core fails, a spare can be “turned on” without system or program interruption • Each LinuxONE server has two cores designated as spare Core 0 • Core failover (called sparing) is transparent to applications Core 1 • Spares need not be local to the same chip, node or drawer Core 3 • Any core can failover to a spare Core 0 x86 servers do not have core sparing Core 1 Core 3 Core 2 Core 4 Shared L3 Cache Core 5 Core 6 Core 7 Core 2 Core 4 Shared L3 Cache Core 5 Core 6 Core 7
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Median of Five private void medianOfFive(int feature) { } double median, save, middle, out[] = new double[features.length]; for (int frame=2; frame save) { median = features[frame+1][feature]; save = features[frame+2][feature]; } if (features[frame-2][feature]median) median= features[frame-2][feature]; if (features[frame-1][feature]median) median= features[frame-1][feature]; If (features[frame-2][feature]
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MEDIAN OF FIVE private void medianOfFive(int feature) { double median, save, middle, out[] = new double[features.length]; for (int frame=2; frame save) { median = features[frame+1][feature]; save = features[frame+2][feature]; } if (features[frame-2][feature]median) median= features[frame-2] [feature]; if (features[frame-1][feature]median) median= features[frame-1] [feature]; If (features[frame-2][feature]
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KU Group Consumers Clinicians Policy Makers Researchers Brokers Manufacturers What to Share with Each KU Group Strategic Use: Use business case and focus group/field test results to develop talking points to demonstrate how prototype could lead to product development and improved Quality of Life (QoL). Strategic Use: Use business case and focus group/field test results to demonstrate how prototype could lead to product development and improved QoL. Strategic Use: Use business case and focus group results to develop talking points that demonstrate how a product based upon the prototype design could lead to improved QoL and cost savings. Conceptual Use: Disseminate nonproprietary information regarding prototype to stimulate additional R. Instrumental Use: Develop full commercialization Instrumental Use: Develop full package including commercialization package information from initial need including information from initial assessment, valuability need assessment, valuability assessments, value assessments, value proposition, proposition, focus focus group/field test results, group/field test results, description of features and description of features and specifications and technical specifications and technical details of prototype.* details of prototype.* How to Reach Each KU Group Network with consumer advocacy organizations (CIL, Cerebral Palsy Association, AARP, etc.) and ask them to publish an article in their newsletter or have them email their constituents. Present at organizational meetings. Ask the organizations to have a link on their website to your website. Use fliers, emails, phone calls and face to face meetings. Present prototype/findings at clinician oriented conferences (AOTA, APTA, CSUN, ISS, etc.). Use research papers, power point presentations, mailings and emails. Presentations communicated to program directors, reply to invitations for comments or talk with elected officials. Use email, calls, face to face meetings and power point presentations. Present findings at research oriented conferences (RESNA, etc.). Use research papers and power point presentations. Conduct face to face meetings Face to face meetings with with individual manufacturers at University TTO may be their home offices or at most effective. conferences/tradeshows Commercialization package (Medtrade, ATIA, etc.). (soft or hard copies) and Commercialization package (soft power point presentations.* or hard copies), power point presentations and tailored emails.* Anticipated Knowledge Translation Outcomes Consumers can use talking points to contact politicians to advocate for reimbursement of potential devices, or contact manufacturers and distributors to stimulate product demand.* Clinicians can use talking points to contact politicians to advocate for reimbursement of potential devices, or contact manufacturers and distributors to stimulate product demand.* Policy makers can use talking points as basis for Researchers can use introducing and findings as basis for supporting legislation to additional research on provide reimbursement related topics.* for potential devices.* Invention outputs. Brokers can use a commercialization package to demonstrate the value of a product to manufacturers and encourage them to move to production.* Manufacturers can use a commercialization package to understand the value of a product, thereby encouraging them to move to production.*
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Product and brand strategies • The global brand evokes images associated with the company’s reputation, national heritage and quality. • It also conveys an image of the consumer, such as lifestyle, social status and level of wealth. • Building brand loyalty is key for brand owners – brand equity is the added value which accrues to the brand and its owner. • Brand extension – applying a brand associated with one product to other products. • Sub-brands – part of a multi-brand strategy, whereby the brand owner applies different brands to different products. • Private or own-label brands – brands owned by retailers, which compete against specialist brands.
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