756 words - 4 pages
Brand Extensions: The Good, The Bad & The Ugly
Nothing is as important for any company as the brand name. What if the name of Head & Shoulders is replaced by the word Dandruff Protector? Its sales will defiantly get down. Furthermore if new silky soft shampoo is introduced under the brand name f head & Shoulders can ruin the whole image the brand may be forever. Thus it has been stated by many of the studies that brand extension 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
341 words - 2 pages
Positioning theory it is a very good tool to help mangers in the marketing mix decision. Looking at the maps above a manager could get a lot of ideas of what the brand should target.
Looking at the first map it is quite clear that snickers is a brand with low price and low quality compare to other chocolate bars and compare to other chocolate confectionaries. This is also a good picture of customers buying behaviour, which gives the manager an idea to target people that look for value for money, it also gives a good idea of targeting all supermarkets without any selection, also any convenience stores.
The second map (diagram) explains two very important targets: taste and being a healthy
1384 words - 6 pages
Focusing on 2 clothing brands “ZARA” and “H&M”
Zara is a Spanish clothing and accessories retailer based on Arteixo, Galicia. Founded in 24 May, 1975 by Amancio Ortega and Rosalia Mera. Zara needs just two weeks to develop a new product and get it to stores, compared to the six-month industry average, and launches around 10.000 new designs each year. Zara was described by Louis Vuitton Fashin Director Daneil Piette as “possibly the most innovative and devastating retailer in the world. 1763 stores, 78 countries in the worldwide. Zara has continually maintain its mission to provide fast and affordable fashionable items. The owner of Zara and
787 words - 4 pages
A Brand-New Brand (Germany/Europe)
Made much like beer, but without alcohol, Bionade is a fizzy, fruity hit in Germany. But can it go global?
Ostheim In Der Rhoen is a quiet German town in northern Bavaria. Picture-book pretty, with narrow, winding streets, it does not look like a place where anything – let alone anything hip – ever happens. But this hamlet is the birthplace of Bionade, an all-natural soft drink that has become a national sensation (it more than tripled sales last year), one that its creators now hope to take world-wide.
Bionade’s founders do not dream of global conquest for its own sake. They speak passionately about what they describe as the drink’s
2388 words - 10 pages
The concept of brand architecture is comparatively of very recent origin and there are not many books available that are devoted exclusively to this subject. This book makes an attempt to put together a set of articles and case studies so as to present to the reader a fairly comprehensive and systematic delineation on the subject.
This book has two sections. The first section – Concepts and Approaches – has seven articles. While the first two articles together provide a detailed introduction to the concept of brand architecture, the three subsequent articles expound upon specific topics related to brand architecture such as brand extension, brand hyperextension and corporate branding
616 words - 3 pages
1.1 Background of the study
Brand personality is one of the core dimensions of brand equity (Aaker, 1996). It is concerned with how people attach a â€œpseudoâ€ human personality to the brand itself, rather than to what the brand does (Keller, 1998). Brand personality has received considerable attention from marketing scholars, because the principal advantage of creating a brand personality is that it increases consumer preference and usage (Sirgy, 1982), and levels of trust and loyalty (Aaker, 1997). Moreover, researchers at Whirlpool Corporation pointed out that â€œbrand personalities are often the basis for a long-term relationship with the brandâ€ and suggest â
1373 words - 6 pages
Brands has been around for centuries and play a major role in our lives today it helps us identify a good or service from one seller to another and separate it from the competitors satisfying the same need. These differences could be tangible or intangible which ultimately helps to improve consumers’ lives and enhance the financial value of firms.
What is Brand Equity?
Brand equity has number of perspectives, but in essence means the value or perception created to a product or service in the minds of the consumer through the activities leading to create a strong consistent brand. This is also called “Brand goodwill” by accountants.
The Role of brands
5080 words - 21 pages
IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, CUSTOMER SATISFACTION AND SERVICE QUALITY ON BRAND LOYALTY
Idrees Akbar, waheed Naseer, Shoaib Ahmed Amin , Abdul Muqtadir ,
Hafsa Zia, Urooj Shafique
Department of Management Sciences, the Islamia University of Bahawalpur Pakistan,
To be a leading company, it is a massive task to build brand loyalty. Brand is the only word that differentiates the goods and services from the other ones. Therefore the dominated companies spend a lot on the brand to make it unique in order to develop the brand loyalty. Brand loyalty can be created by the numerous ways and strategies but most convenient ones are how much you fulfill your promises
784 words - 4 pages
For this report I will be outlining the four steps of customer-bases brand equity (CBBE) in the Ralph Lauren brand and describing to what extent I think the Ralph Lauren brand has achieved resonance with its customers, moreover I will also be describing the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren brand. I will also be recommending ways through which the brand can continue to be successful in the future.
Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from
4040 words - 17 pages
1. Introduction 1
2. Literature review 2
2.1 Debate on the definition of brand personality 2
2.2 Debate on brand personality measure scales 3
2.2.1 Aaker’s five dimensions brand personality scale 3
2.1.2 Aaker’s scale VS. Geuens et al.’s scale 5
2.1.3 Aaker’s scale VS. other culture specified scales 7
2.3 Debate on building the appropriate brand personality 8
3. Conclusion and further discussion 10
The concept brand personality, which refers to the idea of associating human personality to a brand, is said that it could boost consumer preference and usage and has a positive influence on consumer loyalty and levels of trust (Sirgy, 1982
5092 words - 21 pages
A Comprehensive Comparison between Service Brand and Product Brand
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. Features Of Product Branding
3.2. Role Of Manufacturers In Success Of Product Brand
3.3. Role Of Consumers In Success Of Product Brand
3.4. Challenges Product Branding Is Facing
4.1. Brand Positioning
4.2. Brand Equity
4.3. Brand Identity And
561 words - 3 pages
Brand Management Fundamentals
Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders.
Brand management is more than a marketing job. Brand managers
765 words - 4 pages
1. Which of these self-described brand-loyal informants would you consider to be the most loyal? Which is the least loyal? Rank the seven informants in terms of their brand loyalty.
Wendy was a manager and she doesn’t take price into consideration. Still with this approach she always stick with dunkin donuts and not only this, she used to recommend the same to her friends. She was highly satisfies with the brand and had a collection of mugs and other things from the same brand. She had a view of long term relation with this brand and was not looking for a change.
Her purchase history with Gevalia is 90% she is very satisfied with the service and also has good
2218 words - 9 pages
Objective for Brand Audit
The task assigned for our Brand Management Project is to conduct a Brand Audit of any existing brand and discuss any social cultural or ethical issues faced by the brand along with he brands market, Consumer Profile, Competitors profile, brand Inventory, Brand equity, core brand Values and assess its strengths, weaknesses and opportunities.
Introduction to Brand
(Brand Self Analysis)
Tarang is a specialized tea creamer, operating in Dairy Industry which was launched in year 2007. Tarang tea-whitener is production of Engro Foods and is currently Pakistan's Number 1 tea-whitening brand. Tarang is
668 words - 3 pages
each of the elements to reach target consumers. Another dilemma is whether to use parent brand or child brand or make a combination of two.
This report intends to explore the relative importance of each marketing mix elements and influence of brand name in purchase decision. This gives the idea how consumers are being influenced by advertising, premium, price, product quality, availability, brand name and also by how much.
Children rated the brand PRAN from their perspective as (i) Most Known, (ii) Low Price, (iii)High Quality, (iv) Most Available (v) Hygienic. Where as, Parents rated the brand PRAN from their perspective as (i) Most Known, (ii) Low Price, (iii) Neither Low Nor High
732 words - 3 pages
23 October 2013
Bus 130 M/W 3-4:25
Take-home Assignment: Brands with Strong Brand Value
In my research of brands with strong brand value, I have found three that stand out: Disney, BMW, and Nike.
For decades Disney have built branded franchises across the many facets of family entertainment. Their brand continues to succeed in taking a core idea, developing it through film and television, and then extending the property into toys/merchandising, theme parks, DVDs, and video games.
They have gained even more popularity among gamers for its highly anticipated Disney Infinity video game platform that debuted two months ago with its Toy Story in Space Play Set. By
4404 words - 18 pages
It starts with an idea
s t a g e s
Best Practices in Brand Extension:
Effective Application of Brand Recognition
BRAND EQUITY CAN BE DIVIDED INTO THREE COMPONENTS: EXPERTISE, EMOTIONAL ATTACHMENTS AND PRODUCT ATTRIBUTES
Brand extensions are an effective and popular method of gaining a competitive advantage when entering a new product area. Consumers are faced with an increasingly complex and confusing marketplace. The ability of a brand to act as a mental shortcut for consumers, thereby simplifying the decision-making process, makes it one of, it not the, most important asset for a company. The ability of a brand to influence consumer behavior, and its
720 words - 3 pages
Branding strategy is one of the most effective ways to sell a product or service. With the increased competition in the business industry an effective branding strategy makes products more popular. Branding strategy analysis includes market, customers, competitors and brand analysis. Branding strategy involves brand communications, analytical techniques and creative positioning. Evaluating the performance of the brand portfolios helps guide decisions on new products, modified products, and eliminating products (Cravens & Piercy, 2013).
The methods for analyzing product portfolio performance are:
Product life cycle analysis: determine the length and rate of change in the product life
3936 words - 16 pages
BRANDS & BRAND MANAGEMENT
What is a brand?
The english word brand, brand, is derived from the ancient Nordic voice brandr, meaning "burn", since the marks were and are still being the media with which livestock owners mark their animals for identify them.
According to the American Marketing Association (AMA), a brand is a "name, term, sign, symbol or design, or a combination of these, whose purpose is to identify the goods and services of one seller or group of sellers to differentiate them from the competition." In technical terms, whenever a marketer generates a name, logo or symbol for a new product, is creating a brand.
However, many managers refer to the brand as more than that
1148 words - 5 pages
REVIEW OF LITTERATURE
2.1 REVIEW OF LITTERATURE
Christoph Fuchs and Adamantios Diamantopoulos (1999)
Brand positioning, which refers to the act of designing the company’s offering and image to occupy a favorable and distinctive place in the mind of the target market, is a central success factor for the overall performance of a brand in the marketplace. Despite the importance of the positioning construct, existing methods aimed at measuring the soundness of brand positioning strategies are associated with several limitations. In an attempt to
584 words - 3 pages
Ford already uses some brand elements like memorable which is, “How easily do consumers recall and recognize the brand element and when-at both purchase and consumption.” (Kotler, P., & Keller, K., 2012, p 250) When someone sees a blue cross they know it is a Ford emblem and when some sees that horse running they know it is the mustang emblem. The Ford Mustang is a very memorable car with very memorable because of commercials and getting their name and brand out to customers. Ford Mustang also has adaptability which is, “How adaptable and updateable is the brand element.” (Kotler, P., & Keller, K., 2012, p 250) Ford comes out with a new model every year and
1042 words - 5 pages
Reliance Baking Soda
Please provide written answers to the following questions. Limit your answers to a maximum of two pages, plus exhibits.
1. What are the strengths and weaknesses of the RBS brand?
With a 70% share in the baking soda category, RBS is clearly the market leader and due to the relatively high degree of versatility it is also widely recognized in several other categories as a key player in the market. The brand also boasted high levels of brand recognition and also unaided brand awareness. By being in the baking soda category and more or less defining the category as a whole, it has created a reasonable level of acceptance of the multiple uses for
1891 words - 8 pages
BMW: the most admired car brand in the world
BMW is one of the best-known brands in the world. The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car (or motorbike). The symbol also identifies the brand as delivering the finest design, technology, engineering and quality available in motoring today. [Brand Essence] Helmut Panke, former BMW chairman: ”The BMW brands stand for a promise of fascinating individual automobiles – a promise we do and will keep”. Part of this pledge and key to the brand inside the company is: “Never build a boring BMW”. “This message has huge resonance. It is simple, yet it brings together everyone on our mission,” says
4599 words - 19 pages
UNIVERZITA MATEJA BELA V BANSKEJ BYSTRICI
FACULTY OF ECONOMICS
MARKET ING MANAGEMENT OF BUSINESS
THE BODY SHOP BRAND AUDIT
Course: Brand Value Management
ANALYSIS OF THE BODY SHOP .................................................................................................... 3
Introduction ................................................................................................................................... 3
Competitors ................................................................................................................................... 4
710 words - 3 pages
Brand marketing is important to nearly every business because it represents a company’s markets identity. It displays to the buyer who they are, what they do, what kind of quality of products they provide, and their reputation for trustworthiness. It is rather significant in the world of marketing because the brand influences many decisions of the customer. It is the most effective for the development of the customer to repeat business. This is due to the fact that any customer’s perception of a brand is going to be largely created due to previous experiences with that brand. The company’s brand represents instant standards of that company for the customer, and once they are familiar, they
5088 words - 21 pages
way to achieve a number of dispersed buyers at a low cost for a one-time appearance.F). personal selling , is the most effective tool in the final stages of the buying process, particularly in building preferences, beliefs and actions of buyers.G) community relations programs in plan to promote or protect the image.
1.3 Statement of Problem
Several statement that will be support this research :
* Do the price, brand name, marketing strategy have significant impact toward the woman shopping behavior at Midnight Sale?
* How many people interest to come to Midnight Sale?
* Which factors have significance impact towards the customers’ loyalty in Jakarta?
400 words - 2 pages
United International University
School of Business and Economics
Course Policies/ Brand Management
|Program |Bachelor of Business Administration (BBA) |
|Course Title & Code |Brand Management (MKT 4311) |
|Section |A, B, C |
|Trimester |Summer, 2014 |
|Assessment Breakup |Contribution to Grade |Total Contribution
2197 words - 9 pages
Heineken N.V. Annual Report 2011
The story began almost 150 years ago in 1864, when Gerard Adriaan
Heineken acquired a small brewery in the heart of Amsterdam. Since
1886 the unique Heineken A-yeast has guaranteed the pure premium
taste of Heineken® beer. After 13 years of prohibition, in 1933 Heineken®
became available in America and in 1937 the first Heineken® beer
was brewed outside the Netherlands, in what was then the Dutch
HEINEKEN is a proud, independent global brewer committed
to surprise and excite consumers everywhere. Four key attributes
make the Company different: Heineken® is the first and only truly
global beer brand
5728 words - 23 pages
KATHARINA LEONHARDT 1415505
ASSIGNMENT2 – GOOGLE SERVICE BRAND ANALYSIS: FROM A CUSTOMER PERSPECTIVE
Strategic Brand Management BSNS 7454 | Robert Davis
K a t h a r i n a L e o n h a r d t - B S N S 7 4 5 4 , A 2 |1
When people talk about the internet, they often talk about Google as well. Google made it possible for millions of people to get as much information possible, in a very short time, and what is most important, in a very convenient way.
How did this happen? Google was founded in 1996 by two young students of Stanford University, Larry and Sergey. They managed to build a company with more than 53,000 employees, working in more than 40
1832 words - 8 pages
Analysis of the Cola Industry Using Porter’s Five Forces Model (p 80)Potential Competitors: Companies that have a door to door distribution channel in place like snack companies could choose to diversify into soda industry Switching costs are low for consumers who risk very little by trying new brands or beverages Barriers to entry are relatively high, though, with large advertising budgets and competitive brand loyalty to big players like Coca-Cola and Pepsi The drinks with high growth and high hype are non-carbonated beverages such as juice drinks, sports drinks, tea-based drinks, dairy-based drinks, and especially bottled waterThe Bargaining Power of Suppliers: Concentrate producers (CPs
724 words - 3 pages
, here she can browse menus by brand, by product or both, she also has a direct search option. These menus will lead her to the pictures of the products, when she likes something she simply adds it to her shopping list - pictures can be particularly useful when a user is looking for a product that comes in different colors or sizes (clothes, mats, decoratives etc…)
Now she has a list of products she wants, the app automatically calculates the cost of all the products and applies discounts if any.
Jenifer goes to the store now and opens the app “in store” mode; the app opens the layout (Google floor maps) and creates a path for Jenifer to take to buy all the products on her list, Jenifer now
1730 words - 7 pages
Brand Audit Report: MORTEIN
[Pick the date]
Hereby I, Rauha Rafiq, declare that this research report is my own original work and that all sources have been accurately reported and acknowledged, and that this document has not previously in its entirety or in part been submitted at any university in order to obtain an academic qualification.
The main question addressed in this research study is ‘How can Mortein improve upon their current brand image and subsequent brand positioning. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the Mortein brand
2363 words - 10 pages
Customer-Based Brand Equity
This chapter defines the concept that is the focus of the book. Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand knowledge is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions of and associations for the brand. Building awareness requires repeatedly exposing consumers to the brand as well as linking the brand in consumer memory to its product category and to purchase, usage and consumption situations. Creating a positive brand image requires
1589 words - 7 pages
Managing Hotel Brand Equity
This research article examines what constitutes brand equity in the hotel industry and demonstrates a method for how that brand equity can be measured. It first states that the chief reason for building brand equity as the cornerstone for business success is that it helps offset competition by differentiating the product, allowing brand owners to charge a premium, and fostering customer loyalty. The brand embodies all that the business stands for. A brand’s strength develops over a long period of time, and a strong brand is expensive to create. Managing brand equity is made increasingly difficult by the rapid proliferation of new brands, dramatic
3663 words - 15 pages
This report was commissioned to examine brand management theories and analyse them in regards to a particular case study: Manly Council.
Specifically, the research draws attention to Keller’s Brand equity model and the brand-positioning concept that identifies the points of parity and points of difference of a brand in relation to its competitors.
Manly council is located eight kilometers from Sydney’s Central Business District and has a population of approximately 40,000. The Council uses a wide variety of marketing strategies to create brand awareness, two of which will be discussed in
650 words - 3 pages
* Group assignment (replaces a final exam)
* In two parts
* A 20-30 page report due last class, Dec 1st
* Double spaced (excluding exhibits and appendices)
* No late papers for this assignment
* Worth 30% of your grade
* A 45-50 minute presentation on Dec 1st
* Worth 20% of your grade
* Worth 50% of your class grade (in total)
What is a brand audit?
* Comprehensive examination of
* Brand health and activities
* Sources of Brand equity
* Current issues/opportunities with recommendations
* Includes an external, consumer-focused assessment
* Consumer Survey
* It includes
1370 words - 6 pages
Course Name: Product and Brand Management
Course Code: MKt342
Designing and developing a new brand for a particular product
Syed Parvez Khan
Lecturer, School of Business
Nazia Hasan Shaity
1st February, 2013
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
1481 words - 6 pages
Repositioning could help the company stay relevant to compete against competitor or to attract new customers. In this write-up, I focus on the later purpose and analyze the benefit of Victoria Secret Company from repositioning their brand to attract the older customer segment and international markets.
About Victoria’s Secret
Victoria Secret is the leading specialty retailer of women’s intimate and other apparel with fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. It’s a segment under the mother company Limited Brands.
The brand is targeted to the late-teen and college-age woman with Victoria’s Secret Pink and sexy
1486 words - 6 pages
and was advertised as suitable for home laundry use. Lux is currently a product of Unilever. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury."
Lux toilet soap was introduced as a bathroom soap in the US in 1925, and in the UK in 1928 as a brand extension of Lux soap flakes. Subsequently Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap.
Lux soap was launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was branded in India as "the beauty soap of film stars'.
As of June 2009 Lux is sold in over 100 countries
3635 words - 15 pages
Simon Mc Nally
Starbucks Brand Audit
May 10th 2010
Company Analysis ..................................................................................................................................3
Market Analysis ......................................................................................................................................3
Brand Analysis ........................................................................................................................................4
759 words - 4 pages
In recent years a lot of research is done on Brand/Product placement in Bollywood films by marketers and advertisers so as to understand the concept and strategies of brand placement in movies. Although not many academic researches can be seen in the field of product placement in Bollywood, the practical usage of the practice of Brand Placement has grown significantly. Lehu in his work defines, “The expression ‘Product Placement' or, ‘Brand Placement' essentially describes the location, or more accurately, the integration of a product or a brand into a film or televised series.” Lehu (2007, pp.1) it can be understood from the work of other scholars like Kalish (1988), Gupta and (Gould 1997
2162 words - 9 pages
MUM Drinking Water
Group Members (MKT 465.Section-10)
Farjana Akter Pinki
Nowrin Binta Ali
Abdul kuddus Ratan
Sumayea Mahjabin Sivana
A.K.M.Mustansir Billah Fuad
Israt Jahan Linda (IJL)
NORTH SOUTH UNIVERSITY
DATE: 4th December, 2015
Introduction, Brand audit objectives, scope, and approach
Background about the brand (self-analysis)
Background about the industry
Elements, current marketing programs
1630 words - 7 pages
Brand Management: Class 2
How to Build strong brands?
1. Recap Class 1
Emotional benefits have a lot to do with people choosing brands. Emotions and feelings and friendship become extremely important to consumers when they pick and choose their favorite brands.
* The power of emotional elements and benefits that contribute to the strength of a brand.
* Remember a brand is difficult: Remember the barriers.
* Strong brands make a connection with people and communicate a distinct advantage.
* A strong band is when it has the trust of consumers. It-s the one who can generate the most trust, loyalty.
2.1. Brand Strength
Gainers | Losers
776 words - 4 pages
Favorite Brand Paper
August 4, 2014
Favorite Brand Paper
The world is filled with wonderful products and services developed by different companies. These developments have extended consumer choices heightening the level of competition between companies. The implication of this is companies have to develop strong brands that will gain most of the market share compared with their competition. The Apple Company is a well-known company mobile and software industry.
Apple has been rated as one of the most influential brands in the history of the world. Through its brand, the company has expanded business and employed many people through the development of