This website uses cookies to ensure you have the best experience. Learn more

Product And Brand Essay

1370 words - 6 pages

Course Name: Product and Brand Management
Course Code: MKt342

Assignment Topic:
Designing and developing a new brand for a particular product

Submitted to:
Syed Parvez Khan
Lecturer, School of Business

Submitted by:
Nazia Hasan Shaity

1st February, 2013

1. Intorduction:
To successfully position of a brand above the competitor’s continuing fight for customers, we must develop a brand proposition that when conveyed in marketing and advertising campaigns, will provide an attractive, unique, and relevant message to current and potential customers. In addition, this proposition must be realized and consistently echoed by senior executives, customer support, R&D ...view middle of the document...

Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can't entirely control a brand. At best; you only guide and influence it.”
The fashion industry is a popular and competitive industry. With so much competition, it's imperative that clothing designers, jewelry designers, shoe designers and even boutique owners find creative ways to market their brands. In order to do this, fashion brands must keep the potential customer's prospective in mind from the product development stage to the product evaluation stage. There is a lot of pressure continuously placed on fashion labels, so it's no wonder only a few succeed and even fewer rise to being iconic.

2. A)Brand biography:
Name of the brand:
The name of the brand will be “WELCOME Fashion House”. We are going to give the best collection dresses of every color. Customer will be attractive about to our unique collection.
Logo of the brand:

This is the logo of our brand. We want to make the logo filled with attractive colors. WE mean Welcome. We use dark blue, black, pink and off white color in the logo. This was our long term planning about the logo. This logo will help to give our brand’s identity.
It is the part of the brand that is given legal protection because it is capable of exclusive appropriation. Trademark gives the right to be with unique name. It is mandatory for our brand protection.
b) How it will express the identity of our product:
Our product or service will have been in existence for a while and have direct competition. And if it doesn't, it probably soon will. Therefore, products that may be roughly equivalent in terms of their features need to have a brand identity that will impact consumer choice.
Brand identity is comprised of:
* Pricing - a component of value; higher prices may signify to consumers higher quality, and lower prices may suggest decreased value. We will give the customer the higher quality with a extendable prices.
* Distribution - Our product will be available but with limited distribution may imply exclusivity to discerning consumers. We will contact with top distributors for our product availability.
* Quality –Our dresses quality will be higher which impacts satisfaction, higher quality will translate to more satisfied customers who come back again and again to purchase our offerings.
* Presence – Our prominence in the paid and unpaid media; products or services with a high-profile market presence will lead to our brand recognition and increased sales.
* Awareness – The top-of-mind awareness, residual awareness and recognition, which are directly related to presence; the higher our offering's awareness, the better our sales results will be. This is mandatory.
* Reputation – We have to endure the public opinion of brand character, which is built over time and difficult to change once established.
* Image...

Other Papers Like Product and Brand

Brand In China Essay

1021 words - 5 pages Loyalty Attachment Community engagement User profiles Purchase and usage situations Personality and values History, heritage, and experiences How good are make me you? feel? How do you What are your features? What’s your story? Category Identification; Needs Satisfied Brand Strength comes from Brand Knowledge 8 CBBE Framework Brand Recognition Brand Awareness Non-Product-Related (e.g., Price, Packaging, User and Usage

Marketting A Product Essay

651 words - 3 pages tool for differentiating the company’s product from competitors’. Product design - a good design can attract attention, improve product performance , cut production cost and give the product a strong competitive advantage in the market. 2. Brand Decisions A brand is a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller, or group of sellers and to differentiate them from

Brand Identity

5092 words - 21 pages A Comprehensive Comparison between Service Brand and Product Brand Contents Introduction 1. What is brand 1.1. Elements of Brand 1.2. Benefits of branding 1.3. Significance Of Adopting Proper Branding Strategy 2. Service brand: 2.1. Features Of Service Brand 2.2. Role Of Employers In Success Of Service Brand 2.3. Role Of Consumer In Success Of Service Brand 2.4. Challenges Service Branding Is Facing 3. Product Brand: 3.1

Brand Building

2388 words - 10 pages comparatively new concept. This terminology was used for the first time in 1995. It refers to an organization’s approach to the design and management of its brand portfolio – decisions regarding number of brands, role of specific brands and relationships among the brands. Jean Noel Kapferer suggested six alternative branding strategies for managing the brand-product relationship. Each strategy denotes a certain role for the brand as well as its


756 words - 4 pages has been the central strategic growth for the firms during 80’s. Companies grow by introducing and adding new products under their brand name to strengthen it into the market and to make the new product successful due to already established worth the brand. However this strategy has its own drawback for example a brand name can fail to support the extension or the new products do differ in the minds of consumers from the actual position of the

Advertising Review

1728 words - 7 pages – associations, mental maps 2. Plan and implement brand marketing campaigns – market activities, mix brand elements 3. Measure brand performance – brand audits, brand value chain 4. Increase and sustain brand equity – brand portfolio mngmnt., brand product-matrix, brand revitalization Brand Value Management: actual perception->desired perception->future brand developments Brand Equity – effects that brand awareness and brand

A Study on Skin Care

1161 words - 5 pages for every category of product you use. ( i.e. if you use one product of a brand as face mask and another of the same or another brand as moisturizer and third as cleanser you will have to tick three cells in total.) BRANDS | SKIN CARECreams/Lotions | | Acne Treat- ment | FaceMasks | Cleansers | Anti- Agers / Nourishers | Moistu risers | LipCare | Toners | FAIR & LOVELY | | | | | | | | POND‟S

Marketing Case Study

593 words - 3 pages investments in a brand may not be justified. In such situations, the company should look at leveraging an existing brand asset and go in for options such as double branding, umbrella branding or endorsement branding. This will reduce the branding expenditure and also reduce the payback period for the brand. When the competition is fierce, there is a huge need to highly differentiate the product offering. This requires communicating specific consumer


564 words - 3 pages • Positioning is vital to brand management because it takes the basic tangible aspects of the product and actually builds the intangibles in the form of an image in people’s minds. If personality is the main part of brand identity, positioning is the other pillar of a brand’s strategic platform. Pg 33 • Most positioning is repositioning. You will need to reposition if you want to change it. Eight reasons for repositioning: 1. Poor

Book Review : Brand Asset Management - Driving Profitable Growth Through Your Brands by Scott M. Davis

2288 words - 10 pages Developing a customer model is the third and final part of the BrandPicture. The customer model represents a deep understanding of customer beliefs and behaviors of the product or service. It considers former, present and potential customers and all the beliefs and behaviors they hold. In order to create customer model there are three questions to be answered: * How do customers choose one brand over another when making a purchase

Brand Management Outline

650 words - 3 pages * Trends, motivation, perceptions, needs, segments, behaviors * Brand Inventory * Brand Exploratory * Summary of what you found (good/bad) * Recommendations (including new product) Brand Inventory – * A current profile of the brand * Positioning (company perspective) * Brand elements * Profile of competitive brands * POP’s and POD’s * How supported… (by marketing programs

Related Essays

Ikea Product And Brand Management

1275 words - 6 pages Product and Brand Management Ikea Assignment 1 Is Ikea a successful global brand? Why has it been successful? Ikea is a very successful global brand, not because it has 226 stores in Europe, Asia, Australia and the United States with 410 million shoppers a year, not because other global brand like Wal-mart stumbled in Brazil, Germany and Japan but for Ikea’s unique cultural branding that merges the value and fashionable design to ensure the

The Study Of Relational Analysis Of Brand Image、Brand Personality、Brand Attitude、Brand Preference And Sports Product Purchase Intention

671 words - 3 pages 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S N:2 0 7 1 - 3 6 0 6 N: 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究 The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention 黃少章 / 國立臺灣師範大學 Haung Shau Chang / National Taiwan Normal University 真理大學運動知識學院 運動傳播學刊 第三期 抽印本 中華民國 九十九 年 八 月 一 日 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏

Brand Vs Product Essay

1651 words - 7 pages Brand Vs. Product There are many definitions about a product, some says a product is merchandise, the commodities offered for sale, an artifact that has been created by someone or some process and a consequence of someone’s efforts of a particular set of circumstances. In marketing, it defines as a product of anything that can be offered to a market that might satisfy a want or need. It is not just a physical object but a complete

Customer Based Brand Equity Model (Cbbe)

1298 words - 6 pages the marketing of that brand. Customer-Based Brand Equity Pyramid Brand Salience: It's means broad awareness of the brand. The first step in building a brand equity is the brand awareness that contains two parts; brand recognitioin (how easily customer identify a brand after exposing some cue or a physical product) and brand recall (how easily customer recall the brand without showing a cue while making purchase