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
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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
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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
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
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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
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
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Brand Audit of TESLA Motor’s
The owner and director of Tesla Motor’s is Elon Musk, a South African born Canadian American, Inventor, Business magnate and global investor. (Johnston, 2014)
His initial rise to Global success was due to his company PayPal which generated huge revenue providing secure monetary transactions online. PayPal was sold to eBay for 1.5 billion dollars in the year 2000. (Bellis, 2014)
Tesla Motor’s was started in 2003 by American entrepreneurs Martin Eberhard and Marc Tarpenning, The name Tesla giving reference to the great electronic Inventor Nikola Tesla. The company was founded in the Silicon Valley, California.
In 2004 Elon musk became the
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Running head: BRAND EXTENSION MARKETING PLAN
The Cooler Cooker
Unit 6 Final Project
Marketing Management, GB530.04
Dr. Jerry Haenisch, PhD
May 27, 2011
1.0 Executive Summary
The “Cooler Cooker” is the most recent innovation that has great potential to generate revenue for Lakeland, “the home of creative kitchenware”. The Cooler Cooker is a product that will be an answer to household families, single parents, chefs, culinary students, and anyone who prepares hot meals whether at home, in restaurants, or in a cafeteria. The cooler cooker will perform and prepare meals as any other cooking pot or pan. The beauty behind this product is although
6685 words - 27 pages
Creating Brand image of Bangladesh
Course Name: Marketing Management
Course Code: MKT-5134
Mr. Ishtiaque Arif
Assistant Professor, School of Business Studies
Name | ID |
Md. Zobair Hossain | 2013210005066 |
Md. Nazrul Islam | 2013210005067 |
Md. Nooruddin | 2013210005086 |
Rubel Hossain | 2014010005075 |
Al Jabir | 2013210005064 |
Date of Submission: May 2, 2014
At first we desire to express our deepest sense of gratitude of almighty Allah. With profound regard we gratefully acknowledge our respected course teacher Mr. Ishtiaque Arif to give us such an essential task
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COURSE TITLE: MA in Marketing
MODULE TITLE: Advertising & Promotion
STUDENT REF. NO (s). : Kavita Singh
STATEMENT OF AUTHORITY:
I have read the College Regulations relating to plagiarism and certify that the above piece of coursework is all my own work and do not contain any unacknowledged work from any other sources.
Signature: Kavita Singh
Submission Date: 11/09/2011
[Word Count: 2750] (Excluding appendices/bibliographies, tables and diagrams)
Advertising and Promotions of a customer brand contributes more to its success in creating added values compared to any
336 words - 2 pages
How Agricultural Development Through The Internet?
| Writer： | Agricultural Development | From： | Agricultural Development | |
| Size： | Big Medium Small | Time： | 2016-06-28 13:33:15 | |
With the deepening of China's market-oriented process, a growing number of industry chain and industry category began branding, agricultural products are no exception. From the perspective of the consumer market and increasingly serious food safety issues, so that more and more consumers have the security concept of consumption. In the absence of clear criteria to identify safety, consumers naturally to whether the big brands, well-known brands as the safety criteria.
Agriculture brand in
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*Identify the different good within each classification.
1. Product attribute decisions
Developing a product involves defining the benefits that the product will offer.
Product quality stands for the ability of a product to perform its function. Quality level that matches target market needs and the quality levels of competing products.
Product features - are a competitive 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
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Inditex’s “multi-brand strategy”/”multi-store concept strategy”
Inditex’s broad brand portfolio, which comprises eight brands, serves to reduce risk and refine the company’s targeting of specific customer groups. Inditex’s main fascias, Zara, Stradivarius and Massimo Dutti, have achieved high levels of consumer recognition. In 2008, Inditex introduced Uterqüe, its eighth brand. Inditex’s multi-brand strategy has helped it broaden its customer base, for example through the Bershka fascia, which has successfully attracted a younger generation.
The principle of having a “multi-brand strategy”
Basically, I agree with the principle of having a multi-brand strategy.
In today’s highly
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Researched and Produced by
With 18 Operator Case Studies
Expert speakers include:
Monday 13th - Thursday 16th November 2006, SANA Malhoa Hotel, Lisbon, Portugal
Developing a clear brand identity which differentiates your service offerings, enhances customer loyalty and optimises the lifetime value of your profitable customers Discover the key to building and maintaining a successful telecoms brand Optimise your branding strategy to differentiate your services and keep your customers loyal Understand how re-branding can strengthen your position in today’s competitive and convergent telecoms environment Use convergence, content and new services to improve and strengthen your brand
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based on various parameters as Gender, Age ,
1) To know about Brand awareness. 2) To know about Brand preference. 3) To know about the product/alternatives which consumers might prefer to brush their teeth other than a tooth paste. 4) To know about the factors that influence the consumers decision to buy a particular brand of tooth paste. 5) To know about the attributes that consumers look for in a tooth paste brand , when he/she buys for himself/herself.. 6) To know about the possible reasons that lead to brand switch over. 7) Image profile analysis of 2 important tooth paste brands.
Chapter II INTRODUCTION
In these days of technology parity, it does not
613 words - 3 pages
Abercrombie and Fitch
Founded in the fashion capital of USA and probably the world, in 1892 in New York, A&F has always focused on the sexy and upscale as their brand’s selling point to their hip young consumers. However, off late the ship seems to be sinking in turbulent waters of obnoxious behavior towards the market. A brand that has been in the market longer than most of us reading this statement right now, it needs a moral as well fashion makeover for a reincarnation.
1.) Declining sales have led the brand to hit rock bottom.
2.) Remarks by the loose-lipped CEO time and again has tarnished the image of the brand and put it in the
785 words - 4 pages
History of the Air Jordan
333 words - 2 pages
Building a brand in a business-to-business context is different from doing so in the consumer market due to the nature of buyers In the B2B, buyers are normally another manufacturers While in the B2C, transactions occur between a company and consumers.
Cisco has gained new competitors like IBM and Microsoft by entering in a new market. In order to compete against these competitors, Cisco uses the methods of both business to business and the consumer marketing.
Currently, Cisco has been selling products to other businesses. B2B markets are generally small markets. Branding in B2B depends on the relationships of many different companies. This is visible in the case study when Cisco
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Marketing Survey. Thank you for agreeing to fill out our questionnaire. Please fill this
out as honestly as you can - your responses are extremely important and valuable. This
survey should not take too much time.
1. When do you drink sports drinks? (Check all that apply)
During/after playing sports
During the course of the day
I do not drink sports drinks
2. Which sports drinks do you buy most often?
All sport drink
I have no preference
Another sport drink brand (Please specify below)
3. Disregarding price and availability, which
269 words - 2 pages
I am comparing two images of perfume advertisements designed to attract my attention in purchasing one. The first image is pop singer Rihanna with her brand of perfume called RiRi and the second image was of an unidentified model with the perfume name Chloe.
I must say both ads try to grab your attention with beautiful women displayed and advertising the perfume bottles with a simple yet direct approach. It seems that although they are both perfumes designed for women, they are targeted towards different types of women.
RiRi brand is a colorful add that looks to be targeted towards younger and urban women. Rihanna is well known and there are a lot of young and middle age
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Our text states,” A brand is a name, a term, symbol, our any other unique
element of a product that identifies one’s firm product(s) and sets it apart
from the competition.” Companies depend on their products being
identified and purchased by consumers by way of these brandings.
When deciding upon a name, brand our symbol the company has to
make sure that it is memorable, easy to say and recognizable to the
consumer. Companies first use the “easy” test; easy on the eye, easy to say,
easy to remember and easy to read.
Prym Consumer USA Inc., (formerly Dritz), a sewing notions and craft company
located in South Carolina. Prym Consumer is the largest manufacturer
355 words - 2 pages
A major factor contributing to Sony's global dominance for so many years was the brand's leadership position in innovation, cutting edge designs (in that age), and its ability to anticipate hidden consumer needs and cater to them. This philosophy manifested in the form of Walkman, VCR, PlayStations to name a few. In retrospect, this sustained success may have come at a cost - a cost that is costing too much for the brand now.
There are many reasons for Sony's fall from the top. As other young competitors such as Samsung learned the mistakes of excessive and unrelated diversification and channeled their resources around one or two dominant businesses, Sony still seems to have stuck up in
402 words - 2 pages
Padini began as a backend operation in Malaysia’s apparel industry, manufacturing, trading and supplying garments to order for retailers and distributors. It has entered the new millennium as a major force in Malaysia’s multibillion textile and garment industry, a brand leader involved in the distribution and retail of its own fashionlabels through 190 freestanding stores, franchise and consignment counters. Padini labels proudly carry the Made in Malaysia stamp abroad in Bahrain, Brunei, Cambodia, Egypt, Indonesia, Kuwait, Morocco, Myanmar, Oman, Pakistan, Philippines, Qatar, Saudi Arabia, Syria, Thailand and United Arab Emirates.
Padini address various type of fashion for
538 words - 3 pages
SUPPORTING BRAND IMAGE THROUGH PACKAGING, BRANDING,
Packaging involves activities such as designing and producing the container for the product. To Kotler and Keller (2006), packaging may include up to three levels of material -the primary package (the container that directly holds the product), the secondary package (e.g. the box), and the shipping package (e.g. whether it will be packed in 3’s, 6’s, etc.). In the case of Apple iPhone, these three categories of packaging must apply – not only to identify the product but most importantly, to protect it.
Kotler and Keller (2006) recommended that decisions on the following must be done to ensure effectiveness
571 words - 3 pages
CNS Breathe Right Strips are an international product that has played a positive impact on many lives from sleep-deprived snorers and individuals with allergies to competitive athletes looking for a little push to maximize their performance. Breathe Right Strips have found a place in many homes around the world and with great marketing techniques, been chosen over competition on a routine basis.
How successful do you feel CNS has been in trying to put their product in each of the markets it has entered? How does this success relate to brand equity?
CNS has done a great job exposing Breathe Right nasal strips in the different markets presented and finding openings
599 words - 3 pages
Advertisement 6Surf Excel’s Advertisement(Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. Surf Excel made a big “splash” with their “Daag Achhe Hain
7177 words - 29 pages
The Emerald Research Register for this journal is available at www.emeraldinsight.com/researchregister
The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm
The nature of parenting advantage in luxury fashion retailing – the case of Gucci group NV
Christopher M. Moore and Grete Birtwistle
Division of Marketing, Glasgow Caledonian University, Glasgow, Scotland, UK
Purpose – Examines the application and nature of parenting advantage within the context of luxury fashion conglomerates principally as a means of understanding the synergistic beneﬁts that accrue as a result of brand consolidation within
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On the other hand, Tony Fernandes show his commitment on the strategic positioning of his brand is by providing low prices and quality service, courage and vibrant spirit of Air Asia, Air Asia molded into the vanguard of an international brand. His brand strategy include: creative use of public relations, publicity of our passengers and our aircraft characteristics, which has won widespread praise establish Air Asia brand; with major world-renowned brands together will greatly enhance the strategic brand grade Air Asia.
Sales, his website is Asia's first name Airasia.com travel services site, is Asia's largest e-commerce site, creating a web page hits monthly record of 110 million times, more than 200 countries users www.airasia.com Surf. He set up an effective network of retail platform to provide services in 5 languages.
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How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products?
Unilever is using several points of the psychological core to market their product in order to make customers loyal. For exemple, the brand Dove used internet's exposure and the comprehension of the use to make ads for their “campaign for real beauty”. A lot of different types of customer are target in this campaign and everyone will remember it.
For Ragù, they also used internet and therefore the exposure of the social media power to dialogue with their customers in order to get parent's opinion about getting children to eat to make a product that full fill the
721 words - 3 pages
to create brand awareness and has separate brand channels for promotion purposes.
For Facebook, since it is one of the fastest growing sites, it can bring more brand awareness. Followers of UnME Jeans profile page can share UnME Jeans to their friends using new feed to promote more engagement. The discussion forum built more interaction between consumers and brands, consumers and consumers.
For YouTube, there is no doubt that video is a very good way to deliver brand massages to the consumers. UnME Jeans can deliver brand story to attract potential customers. Since YouTube has large number of users, it can create brand awareness and attract more potential customers.
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Tata decided that the best way to differentiate was to connect with the consumer at an emotional level, since competitors were focussing on the functional properties of salt.
So, while Tata salt had thus far been positioned on the rational aspects of 'purity', its new positioning would carry this proposition forward but within the larger context of the consumer's life, encompassing both rational and emotional manifestations of 'purity'.
In addition, being the market leader, Tata wanted to grow the market by increasing the user-base. Tata salt realised that there was nothing like strong 'leadership claim' to meet this end. It felt that elevating the brand to the status of a national icon
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Question no 1:
How is building a brand in a business to business context is different from doing so in the consumer market?
Building a brand in ‘Business-to Business’ context:
Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G). B2B (Business to Business) Branding is a term used in marketing.
Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will
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The last eighteen months have been good for Coca-Cola – in the creative and branding awards.
It has won the design Grand Prix at Cannes, two D&AD Yellow Pencils for design and advertising, plus the 2009 Emmy for an Outstanding Commercial. Most recently, it has been recognised, once again, as the top performer in Best Global Brands 2009, the annual report from brand consultancy Interbrand.
As the world’s most valuable brand, Coke comes in at $68,734 million, some three per cent higher than a year ago. This is no mean feat in a year when the global credit crunch and recession hit the brand, leading consumers to cut back on almost every area of spending – including
689 words - 3 pages
Building the Brand
August 13, 2012
McDonalds is the largest fast food chain on the planet and the majority of their success can be contributed to their wise marketing and branding decisions (“Ask Your Target Market”, 2012). Started in 1940 by two brothers, McDonalds finds themselves spreading rapidly around the world with various market brands. McDonalds is unique in that their brand is able to stay current and it targets all age groups, ethnicities, genders, and even health habits. Their brand has done an excellent job of making sure that you know how to recognize one of their restaurants or products when you see them (“Ask Your Target Market
832 words - 4 pages
Explain what Minoli did to fix Ducati. Describe the fundamental logic behind this turnaround. Minoli fixed Ducati by: evaluating Ducati’s key strengths and weaknesses, defining a strategy to exploit these strengths, investing to further strengthen Ducati’s resources/capabilities and address key weaknesses. 1. Evaluated & appraised what key resources existed at Ducati: • Tangible: good products (“unique and beautiful performance motorcycle”) • Intangible: strong brand (high customer loyalty), location – industrial area of Bologna • Human Resources: top-notch engineers that know what Ducati’s customers want (“knee down” riders, designing good products without marketing research). 2. Defined a
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1. As the company grew in size, number of products, and market share, it was essential to employ new agencies to help develop their brand image and positioning in the market. Gateway’s first outside agency was Carmichael Lynch, Minneapolis, but as the company’s international sales rapidly increased, there was a need for a new global agency, DMB&B. Unfortunately, Waitt disliked that the agency’s creative approach was geared toward traditional advertisement that used actors and scripted lines. This led Waitt to drop DMB&B and bring back Henry Corra from Carmichael Lynch, Minneapolis, along with another small agency, DiMassimo Brand Advertising
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Kelloggs in India
Strenghs Strong Brand recognition
* Product of Kellogg’s are manufactured in 18 countries and marketed in more than 80 countries.
* High brand recall and top of the mind breakfast cereal brand globally
* All the children in the world know their Mascots such as the Tiger
Kellog’s flexibility and adaptility towards consumer needs
* Great marketing initiative through various campaigns
* They are able to make special products for different countries
Control 42% of global market share for cereal
* Has a global workforce of over 30,000 people
* Considered as
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Case Study: Harley-Davidson
1. What do you think are the company’s (Harley-Davidson) major strengths and weaknesses? Strengths:
* Strong brand name
* Strong customer loyalty
* Operates in 2 segments, Harley-Davidson motorcycles and related products, and Harley-Davidson Financial Services * The HOG ( Harley Owners Group) which has over 1 million members worldwide and is the industry’s largest company sponsored motorcycle enthusiasts organizations * The only American brand manufacture of heavyweight motorcycles Weaknesses:
* High prices
* Harley-Davidson has problems in gaining more market share in some European countries * The ‘bad-boy' image that is generally associated with
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. Since each communication outlet has its own challenge for measuring its audience response, the ROI has become difficult to assess or predict. There is also the concern that the emphasis on short-term audience involvement may devalue the long term values of advertising which would affect the brand value since, brand building is a continuing process that often takes years to accomplish.
Brand equity is the value that has been placed on a product or service, by its consumers, distributors and salespeople(p83-87). Brand equity tells how they think and feel about the brand in relation to other competitors, over a period of time. Brand equity is the most important factor used in determining the
838 words - 4 pages
Flare Fragrances Company, Inc.: Analyzing Growth Opportunities
Key issue: Flare wants to deliver at least $7.5 million incremental revenue in
2009 and survive the severe economic environment. Two methods are
available, one involves launching a new brand – Savvy; the other involves intensifying Flare’s penetration into the drugstore channel.
Current situation of the industry: In US market, 2008, 74% women and 75% girls use fragrance products. The total US fragrances retail market was $5.7 billion in 2007, among them $3.8 billion was women fragrances. Flare takes 9.5% market share, exceeded by Depuis, Suzanne Weber and Aromatique. Sales channels of fragrances include mass market
1953 words - 8 pages
Using new product development to grow a brand
Kellogg’s and the marketing mix
With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies.
Managers can decide when to make key changes to a core product by analysing its position within the product life-cycle. Life-cycle analysis accepts that products have a finite life, and analysts chart a product’s performance through several phases, from its launch through various phases of growth until it reaches maturity and eventually decline. A
2452 words - 10 pages
UNIQLO is a Japanese company that designs manufactures and retail in casual wears in 1974. It is also the subsidiary of the Fast Retailing Co., Ltd. It is an international brand that have branch in many country such as China, USA, Europe country etc. Their mission is to create new and unique clothing to the people over the world and share the joy, happiness and satisfaction when they are wearing the UNIQLO’s clothes. Also, it enriches people’ live and help the society by using their unique corporate activities. According to UNIQLO’s official webpage, the vision of UNIQLO is “to change the clothes, change conventional wisdom, and change the world”. (UNIQLO, 2014
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no, why don’t you stock Amul milk?
a. Absence of packing date
b. Low margin
c. No replacement for leakage
d. Low distribution
8. Which is the most prefferd milk brand that you stock?
9. How much profit do you get on other milk products?
a. More than Amul Milk
b. Less than Amul Milk
c. Same as Amul Milk
d. No profit
10. From where do you get Amul products?
11. Are you satisfied with Amul milk distributor?
Questionnaire for consumers:
1. Do you consume milk?
2. What is your frequency of buying milk?
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Porter’s Five Forces In Action: Sample Analysis of Coca-Cola
Since its introduction in 1979, Michael Porter’s Five Forces has become the de facto framework for industry analysis. The five forces measure the competitiveness of the market deriving its attractiveness. The analyst uses conclusions derived from the analysis to determine the company’s risk from in its industry (current or potential). The five forces are: Threat of New Entrants, Threat of Substitute Products or Services, Bargaining Power of Buyers, Bargaining Power of Suppliers, Competitive Rivalry Among Existing Firms. The following is a Five Forces analysis of The Coca-Cola Company in relationship to its Coca-Cola brand
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% efficiency at transporting oxygen.
W: No distribution channel, and lack of prior expertise in launching the product and marketing. Potential unrealistic price expectation for Hemopure blood substitute.
O: By entering first, BIopure could gain market exclusivity. The Company could generate more revenues that could be used to counteract possible loss in the price of Hemopure. The dissatisfaction with the currently available blood transfusion alternatives in the marketplace is very high, so the demand for blood substitutes would be expected to be extremely high. Entering first with Oxyglobin could bring brand image to Biopure and discover possible side effects.
T: Main competitors were Baxter
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1. Heineken’s leading brand portfolio includes more than 170 international premium, regional, local and specialty beers.
2. The company has undertaken various advertising and promotional initiatives, which has improved its brand equity.
3. Strong brand portfolio helps the company to create a favorable image in the market and ensures stable revenues.
4. Heineken has a large network of breweries. It owns over 125 breweries in more than 70 countries.
5. Strong network of breweries helps the company boost customer satisfaction and reduce costs
6. Excellent branding and top of the mind recall owing to advertising and sponsorship initiatives