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Brand Essays & Research Papers

Best Brand Essays

  • brand - 10305 Words  INTRODUCTION Brand - A Brand is naming of a product/service which differentiate it from its competitors.A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A... 10,305 Words | 36 Pages
  • Brand - 3923 Words Executive Summary As we are the students of the course named BRAND (MKT 416) so we the group members all got the opportunity clarify our understanding related to the particular course by this assignment which is given by our course our course instructor Md. Anamul Hoque Rubai. In this report we talked about the target market, the value of the product, the meaning of logo, related thing with logo, pricing strategy, how I will offer the product, future plan with forecasting and all other... 3,923 Words | 15 Pages
  • Brands - 914 Words ) Your company is a top automobile company established in the entry level C segment of automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment. Do appropriate branding for each of the brands in order to benefit the most of a company. Set up a value proposition as a branded organization and set up great recall and credibility of your brands) Your company is a top automobile company established in the entry level C segment of automobiles .... 914 Words | 2 Pages
  • Brands - 3237 Words How Branding as a Marketing Strategy Works on the Consumers Introduction A brand is a name that influences buyers. This definition captures the essence of a brand: a name with power to influence buyers. But, what really is a brand? People around the globe are now living in a ‘branded’ world. This might sound obscene but in most cases, it is clearly evident. Most consumers prefer to buy a product with a well-known or a popular brand than buying an unpopular one. Some buy products with... 3,237 Words | 9 Pages
  • All Brand Essays

  • Brand - 5974 Words [pic] Xaviers Institute of Business Management Studies Subject Title: Brand Management Maximum Marks: 80 Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9. 1. Case Study : (Compulsory) BURNOL Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of... 5,974 Words | 22 Pages
  • Brand Recognition and Brand Loyalty Brand Recognition in relation to Brand Loyalty Introduction “Brands are the most valuable intangible asset for companies” claims Bayu Sutikno of the University of Gadjah Mada in Indonesia (2011, p.319). The world is filled with brands and everyone is trying to portray a message. It is the job of the consumer to decide what brand they prefer and what brand they do not care for. Likewise it is the job of the marketer to persuade the behavior of the 7 billion consumers in the world everyday.... 669 Words | 2 Pages
  • Global Brand and Local Brand Global brands Vs. Local Brands Introduction According to Ger, Belk and Lascu (1993), advances in communications and information systems technology have shrunk distances, thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets, branding plays an important role in its marketing strategy. Many consumers use brands as clues... 1,457 Words | 5 Pages
  • Brand Positioning of Indonesian Brands 
 II TABLE OF CONTENTS Introduction Approach 1
 Brand.......................................................................................................................................................... 5
positioning ................................................................................................................................. 6
... 3,108 Words | 11 Pages
  • Brand Element Leads to Brand Equity Information Management and Business Review Vol. 4, No. 4, pp. 223-233, Apr 2012 (ISSN 2220-3796) Brand Elements Lead to Brand Equity: Differentiate or Die Mosarrat Farhana University of Dhaka, Bangladesh [email protected] Abstract: The aim of this paper is to discuss brand elements and to explore its contribution to brand equity based on some relevant research reviews and some examples of prominent brands where brand elements have played a significant role to reach consumer’s head and... 7,393 Words | 19 Pages
  • Brand Loyalty vs Generic Brands Brand Loyalty: Brand Names vs. Generic Brands Why do we as, customers and consumers chose to stay loyal to specific brands? Are you guilty of being loyal to one brand and not attempt to try other brand names and/or generic brands? I am. There are so many different products, materials, strategies, etc. that companies compete with each other to try to get us (the consumers) to be loyal to that brand. Example: Coke vs. Pepsi; AT&T vs. Sprint. There are also, people that wonder are their big... 591 Words | 2 Pages
  • Iconic Brands - 46721 Words ICONIC BRAND: ITS COMPONENTIAL FACTORS AND IMPACTS ON BRAND COMMUNITY A CROSS-CULTURAL STUDY IN SWEDEN, TAIWAN AND VIETNAM Authors: Chun Tsen Ou Le Phuoc Luong Supervisor: Vladimir Vanyushyn Students Umeå School of Business and Economics Spring semester 2012 Master thesis, two-years, 15 hp ACKNOWLEDGEMENTS While doing this research, we receive help and contribution from many people. This research will not be accomplished without the help and encouragement of those... 46,721 Words | 245 Pages
  • Nation Brand - 5946 Words Anholt: Nation Brand !"#$%&'()"&* Beyond the Nation Brand: The Role of Image and Identity in International Relations !"#$%&'%($)* 8.)RUHLJQ2I¿FH3XEOLF'LSORPDF\%RDUG "#$%&'(% !"#$%&'$(#$)(#)*+(,-.#/%-(0*.-1/-'2(/3(4*)5&)-#"6(.33%7/.#)1(8/#$(#$)(.7#(%4(7*).#/-'(4.9%*.0")( /+.')3(%4(7%&-#*/)3(#$*%&'$(+.*:)#/-'(7%++&-/7.#/%-3;("/##")()9/1)-7)(3&'')3#3(#$/3(/3( <%33/0")=(>$/3(<.<)*(1/37&33)3($%8(#$)(,-.#/%-(0*.-12(7.-(*).""6(0)()-$.-7)1(#$*%&'$(3#*.#)'6;(... 5,946 Words | 18 Pages
  • brand portfolio - 866 Words BRAND PORTFOLIO METAPHORS BASED ON AAKER’S BRAND PORTFOLIO STRATEGY Kent Dahl [email protected] Different Relevancein Different Contexts Proffesional World Indek/IPD, Guest Lecturer Master Thesis, Endorsed by Uggla Educational World Educational Music World Professional Music World Music World Internal& ExternalPerspectives What a weak sub‐ brand! Portfolio Roles No, it’s a Linchpin brand! Product Defining Roles ProductDefiningRoles... 866 Words | 13 Pages
  • Brand Communication - 414 Words 1. Brand Communication The primary objective of the retailer is to maximize their store’s profit and an attempt to maximize the profits for each product category. To fulfill this objective and the shift in the power from manufacturers to retail chains have made it necessary for retailers to communicate their brand. It is quite common to regard advertising as a major factor in leveraging brand equity (Achenbaum, 1989; Lindsay, 1990). “The brand is separate from the functional product;... 414 Words | 2 Pages
  • Brand Personality - 992 Words Brand as a Person: "You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place." - David Ogilvy A brand can very well be compared to a person. Just like people a brand has a personality. Starbucks’ is sociable, youthful, outgoing, and friendly. A refreshing freshness, warmth, and comfort is demonstrated through their service interactions, their packaging, their décor,... 992 Words | 4 Pages
  • Brand Sme - 562 Words 1. the target market for the business’s products or services, Target Market When an entrepreneur is considering a new business is the time to target a market and to learn everything possible about target market members. This part of branding strategy requires knowing demographic characteristics of target market members. Demographic characteristics can usually be determined through research, including brain-storming and researching literature on the Internet and at libraries. 2. the name of... 562 Words | 2 Pages
  • Brand Loyalty - 443 Words MKT 2500 sec. 8 12-5-12 P. 404 The three stages marketers use to measure brand loyalty is through brand recognition, brand preference, and brand insistence. Identify and briefly describe the different types of brands. Different types of brands vary and include classifications such as private, manufacturer's or national, family, and individual brands. Private brands are offered by wholesalers and retailers. Captive brands are are national brands sold exclusively by a retail chain. Family... 443 Words | 2 Pages
  • Product Brand - 11433 Words Journal of Product & Brand Management The effect of brand extensions on product brand image F. Müge Arslan Oylum Korkut Altuna Article information: To cite this document: F. Müge Arslan Oylum Korkut Altuna, (2010),"The effect of brand extensions on product brand image", Journal of Product & Brand Management, Vol. 19 Iss 3 pp. 170 - 180 Permanent link to this document: Downloaded on: 19 March 2015, At: 06:45 (PT) References: this document contains... 11,433 Words | 48 Pages
  • Brand Analysis - 4018 Words Integrated Marketing Communications: Brand Analysis Henry Garcia, Kris Burningham Cassandra Carone Agata Kosinski F C Flying Colours Advertising Table of Contents INTRODUCTION 3 ANALYSIS OF THE 4 P’S OF MARKETING 4 PRODUCT ACTIVIA DANONE YOGURT PROMOTION PRICE PLACE PRODUCT ANALYSIS SUMMARY 4 4 5 7 8 9 MARKET ANALYSIS 10 ECONOMIC TRENDS SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS YOGURT CONSUMPTION IN CANADA... 4,018 Words | 69 Pages
  • Brand and Barbie - 2696 Words This paper is to provide a detailed analysis on Barbie’s failure in China using PESTLE model. PESTLE is to analyze business activities by evaluating political, economic, social, technological, legal and environmental factors. The case of Barbie mainly involves two factors being social and economic. A. Case Review 1. Socio-background in China 1). Social Background In the marketing strategy of Barbie, telling the story is idiomatic methods (Brand Strategy 2004). In U.S., Barbie is not only a... 2,696 Words | 8 Pages
  • Service Brand - 3177 Words CHALLENGE ON KBANK’S SERVICE EXCELLENCE By Natnicha PRACHAKITTIKUL (ETU20150043) MSc in International Luxury and Brand Management ESC Rennes School of Business Abstract Many people have doubt about KASIKORNBANK (KBank) service. As double standard still remains in KBank branch services, it is urgent need for KBank to improve its services in order to meet its commitment “Towards Service Excellence (at every level)”. In this essay, five features of service, 7Ps service marketing mix, and SERVQUAL... 3,177 Words | 11 Pages
  • Hstory of Brand - 2397 Words F BLOCK About f = fast + fashion ---it has branch at hartamas, sunway pyramid, kuchai lama, sunway giza, bangsar, leisuremall, sri petaling, SetiaWalk Puchong, Dataran Pahlawan Melaka, and Megamall Fahrenheith88. F Block are founded at year 2007.Their design concept mainly in Korean design. Mission f block will continue to provide the very latest in colour and fashion for their upcoming leading chain of boutiques. Their execution will always be guided by 'customer... 2,397 Words | 8 Pages
  • Brand Positioning - 2817 Words OVERVIEW Innovations, trends and fads all create, shape, and add value to a brand. Building a strong brand takes time commitment and hard work. The identity of the brand, from the perspective of the consumers, is the foundation of a good brand-building program. Effective brand management that encompasses brand personality is of major importance in reaching the company goals of satisfaction, loyalty and profitability. Building a powerful brand requires determining the substantial... 2,817 Words | 8 Pages
  • Brand Policing - 658 Words Running Head: Brand Policing BRAND POLICING NAME TUTOR COURSE DATE Doing business today for many organizations been eased by the introduction of the internet. The internet has however become both a case and a blessing since the proliferation of the information online has been a challenge in the protection of the corporate brand. Many organizations have realized that monitoring and protecting brand use is becoming an increasingly challenging with the increase in internet... 658 Words | 3 Pages
  • Brand Identity - 1971 Words Marketing communications play a very big role in creating a strong brand identity. A brand is more than just that, a brand is almost like a person; it holds certain characteristics, values and personality traits. Combining all these aspects allows a brand to communicate with their consumers, which creates a strong relationship between the two parties. Brands have to communicate a certain message to reach their consumers and get them on-board with the brand, they communicate their messages using... 1,971 Words | 6 Pages
  • Brand Management - 1326 Words BOOST JUICE: Boost Juice was founded by Australian born, Janine Allis. The product advocates healthy living. This is now an extremely successful franchise business and the fastest growing juice bar chain of stores and products in Australia. The product Boost juice started off as an yoghurt product and after patenting the product, the juice was born. The stores: The Boost Juice operates through Franchise stores which is a very successful marked ploy because the owners realized that unless... 1,326 Words | 4 Pages
  • Brand Equity - 1278 Words Brand equity Brand equityis a phraseused in the marketing industry which describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names.[1][2][3][4] Another word for "brand equity" is "brand value". Some marketing researchers... 1,278 Words | 4 Pages
  • Brand Extension - 1158 Words Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s, with the increase in competition and the high costs of developing new brands (Chernatony & McDonald, 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different... 1,158 Words | 4 Pages
  • Brand Development - 4032 Words Background: Jute has been an integral part of Bengali culture for centuries, which is shared by both Bangladesh and West Bengal of India. Jute was called the "Golden Fibre of Bangladesh", when it used to bring major portion of the foreign currency reserve for Bangladesh. But, as the use of polythene and other synthetic materials as a substitute for jute started to capture the market, most economists said that jute industry is experiencing a decline. In this project the selected products are... 4,032 Words | 13 Pages
  • Brand Management - 3374 Words What is a Brand ? Brands were originally developed as labels of ownership: name, term, design, and symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets. A brand is name, term, sign, symbol, design, or a combination of the above to identify the goods... 3,374 Words | 11 Pages
  • Brand Repositioning - 5706 Words WHAT IS RE-POSITIONING? A company or product is new and people already formed judgments about it. In other word, the company or product already has an image either good or bad or in between. Many companies are not aware of their exact image but it is important if that image can be identified. If a company does not know where it is now, then that product or company unlikely to get to where it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers... 5,706 Words | 16 Pages
  • Brand and Page - 25238 Words Chapter 11 Multiple Choice 1. Ikea, the Swedish furniture chain, insists that all its stores carry the basic product line with little room for adaptation to local tastes. If research of the U.S. market showed that Americans preferred larger beds than their Swedish counterparts, which of the following strategies would be advisable to Ikea? a. standardization. b. new product development. c. adaptation. d. withdraw from market. e.... 25,238 Words | 155 Pages
  • Brand and Snapple - 7749 Words 9-599-126 REV: DECEMBER 5, 2003 JOHN DEIGHTON You remember the ‘80s, Philip? – Of course. God hated the ‘80s. – He didn’t like anything? He liked Snapple. – God liked Snapple? Not all the flavors. — From a 1998 episode of “Chicago Hope,” a network television drama Arnie Greenberg, Leonard Marsh, and Hyman Golden had been friends since high school. In 1972, they went into business selling all-natural apple juice to health food stores in Greenwich Village under the brand name Snapple. By... 7,749 Words | 25 Pages
  • Brand Analysis - 752 Words  Brand Analysis 1. What product/brand have you selected? - I have selected Maybelline Volum’ Express mascara for my product to analyze. Purchase Decisions 2. What is the thought process that you go through when you purchase that brand? - When I purchase this particular mascara, I begin to look at all of the different types of mascara that they have… I think to myself, do I want the length, waterproof or not waterproof. Then I begin to look at the prices. 3. Is this a high... 752 Words | 3 Pages
  • Brand Personality - 507 Words Brand Personality The aim for the brand personality of our product is to come across as a more luxurious option in comparison with other share bags; we believe this could give our product an edge on the competition. We believe a more luxurious and classy brand personality will appeal more to our target market. Our target market for this product is women from the ages of 28-40; we are particularly aiming at middle class women who are of a professional stature who have a more luxurious approach... 507 Words | 2 Pages
  • Brand Loyalty - 818 Words As consumers we know what we like and why we buy certain things. We may buy something cause of the price alone, or the color or the fact that we just prefer that brand. Brand loyalty is everywhere in our economy from single consumers to business who buy in bulk. We buy shoes, cars, clothes, electronics, and food and at least half of what we purchase based on brand loyalty. I myself have loyalty towards certain brand products that I use throughout the day. The brand that I have chosen to discuss... 818 Words | 2 Pages
  • Bargain Brand vs Brand Names Bargain Brand vs. Brand Name Introduction In this lab the main purpose was to research for a company that made bargain brand products to see if college students equally like bargain bands to name brands. The experiment that was preformed was based solely on the taste of the products. To be sure the only thing that affect the experiment was taste, the experiment was made a single blind experiment, which is simply the administer knows which product is which but the test subject does not. To... 682 Words | 2 Pages
  • Brand management - 2146 Words  Content Introduction 3 Brand positioning 3 Plan and implement marketing brands 4 Criteria 4 Tactics 4 Strategies 5 Value marketing brands 7 Improve and maintain the value of the brands 7 Conclusion 7 Literature list 8 What is brand management? Introduction Brand management. Or literally: managing a brand. But what does it contain, brand management? How does it works and... 2,146 Words | 7 Pages
  • The Adidas Brand - 2932 Words Q: "Brands vary on the amount of power and value they have in the marketplace. A powerful brand has high Brand Equity" Intro "Brand equity is the marketing and financial value associated with a brand's strength in the market" (Dibb and Simkin – pg 73) Some of the factors that contribute to the creation of high brand equity are brand association, awareness, attractiveness to buyers and brand loyalty. For a company to see major success it must establish and sustain high brand equity. The... 2,932 Words | 8 Pages
  • Brand Identity - 5068 Words 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. Features Of Product Branding... 5,068 Words | 16 Pages
  • Brand Revitalization - 2215 Words Brand selected: Wing On Travel Agency Content Page Introduction .................................................................................................................. 2 Company Background ................................................................................................. 2 Revitalization strategies – Expanding brand awareness .......................................... 3 Revitalization strategies –Improving the brand image... 2,215 Words | 10 Pages
  • Brand and Burberry - 3335 Words 1. Executive Summary Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years,... 3,335 Words | 10 Pages
  • Brand Management - 27537 Words Editor’s Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early, seminal research on brands includes the studies by Gardner and Levy (1955), Levy (1959), Martineau (1959) and Allison and Uhl (1964). Since then, the number of brand related journal articles and of brand management books have increased exponentially, particularly in the last... 27,537 Words | 83 Pages
  • Brand Sense - 650 Words Brand Sense Marketing in the 21st century is associated with how our senses affect the identification of brands and related consumer purchasing patterns. A global visionary, Lindstrom explains how these patterns connected with our five senses now give market dominance to product brands that capitalize on this information. His work is based on MillwardBrown's significant research study across four continents that explained how our five senses affect the establishment of brand dominance in the... 650 Words | 2 Pages
  • Luxury Brand - 5731 Words LUXURY BRANDS AND STANDARD POPULATION Introduction. First Part: The industry of the luxury. 1 - History of the luxury 2 - General characteristics of the luxury. 3 - Principal actors of the luxury. Second Part : luxury brands and general public. 1 - Identity of brand 2 - Communication of the luxury brands. • Targets • Positioning • Strategy of the means 3 - Luxury and general public Conclusion Bibliography Webography Appendices Introduction One can describe as luxury all... 5,731 Words | 15 Pages
  • Brand Switching - 2559 Words AN ANALYSIS OF BRAND SWITCHING BEHAVIOUR SUBMITTED BY ABSTRACT: A proposed integrative approach measured consumer response to various incentives to switch brands. The response measure consisted of both actual behavior (i.e., switching behavior) and an evaluative measure, which underlies the behavior. Self-perception theory was utilized to assess consumer switching behavior in response to intrinsic versus extrinsic motives. The integrative... 2,559 Words | 8 Pages
  • Brand and Pepsi - 3323 Words Table of Contents 1.0 Introduction 2 2.0 Decision Making Process 2 3.0 Need Recognition & Problem Awareness 3 4.1 Motivation 3 4.2 Motivation and Involvement 3 - 4 4.3 Promotion 4 4.0 Information Search 4 5.4 Culture and Subculture 4 - 5 5.5 Memory 5 5.6 Product 6 - 7 5.7 Promotion 7 5.0 Evaluation of... 3,323 Words | 12 Pages
  • Brand Equity - 7673 Words BRAND EQUITY: WORKING TOWARD A DISCIPLINED METHODOLOGY FOR MEASUREMENT SUSAN SCHWARTZ McDONALD President and CEO National Analysts NATIONAL ANALYSTS, INC. 1835 Market Street Philadelphia, Pennsylvania 19103-2984 Tel: (215) 496-6800 N Fax: (215) 496-6802 This is the text of a presentation delivered at the 2nd Annual Advertising Research Foundation Advertising and Promotion Workshop (February 1990 N NY, NY). Like just about everyone else here, I’m... 7,673 Words | 38 Pages
  • Brand Marketing - 2572 Words Brand Marketing Brand Equity Measurement Individual Assignment 1 305188 Brand Marketing Brand Equity Measurement Individual Assignment 1 305188 Sustainability... 2,572 Words | 8 Pages
  • Brand and Nivea - 1737 Words STRATEGIC BRAND MANAGEMENT INDIVIDUAL PROJECT : CONTENTS INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10 INTRODUCTION Throughout this paper, we will try to introduce you more closely to the brand of NIVEA, its core brand values, way of... 1,737 Words | 6 Pages
  • Brand and Nescafe - 3306 Words TABLE OF CONTENTS Content | Page | About NESCAFÉ | 1 | Brand Elements of Nescafe | 1 | Nescafe Bangladesh | 2 | Brand Positioning | 2 | Positioning Statement | 2 | Segmentation and Target Market | 2 | Behavioral Segmentation | 2 | Demographic Segmentation | 3 | Psychographics Segmentation | 3 | Geographic Segmentation | 3 | Mass Marketing | 4 | Nescafe Classic Coffee | 4 | Premium Product positioning | 4 | Niche Marketing | 4 | Adequate Sales Potential in the Segmentation | 4... 3,306 Words | 13 Pages
  • Brand Repositioning - 855 Words What is Rebranding? Rebranding is the creation of a new name, term, symbol, design, or combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain... 855 Words | 3 Pages
  • Brand Repositioning - 3092 Words Brand Repositioning and Types of Brand Repositioning Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension's 'beauty' positioning was not in tune with the parent’s “germ-kill” positioning. The... 3,092 Words | 11 Pages
  • Brand Community - 3358 Words Brand Community Introduction During the last fifteen years, there are many popular subjects: relationship marketing and brand building,etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem,more scholars focus on the relationship between consumer and brand, but Muniz and O’Guinn(2001) did more research on the relationship among... 3,358 Words | 10 Pages
  • Brand Identity - 451 Words DAVID ARKER’S MODEL FOR BRAND IDENTITY CONVERSE Core Identity Product thrust: Subsidiary of Nike deals in apparel, shoes and sports accessories. Retailing is done through Planet Sports which is specialty format under pantaloons India ltd. User profile: Used by kids and youths who are fashion rebels in real sense n love retro style. Attraction among students as its a pocket friendly brand. Performance: Converse has kept innovation core to its strategy,realizing fully that... 451 Words | 4 Pages
  • Brand Management - 4012 Words CRITICAL STUDY TOWARDS BRANDING SWITZERLAND INTRODUCTION This is a critical study about evaluating the strategies of branding Switzerland. Firstly, the paper provides a comprehensive literature review around nation branding area. In the second part, a case study about branding Switzerland will be presented. Within the case study part: positioning the image of Switzerland along with main aspects and practical strategies in branding Switzerland will be covered. In the third part, Dordevic’s six... 4,012 Words | 14 Pages
  • Brand Hierarchy - 1136 Words Brand hierarchy To help manage a visual identity system strategically, institutions of higher education often call upon a brand architecture model. This model provides a hierarchy, starting with the top-level brand for the institution as a whole, then addressing other entities, from schools and colleges to support offices to affiliated organizations. The five categories within the UW–Madison brand hierarchy are: Core brand The core brand is the top tier of the brand hierarchy and it... 1,136 Words | 4 Pages
  • Brand Culture - 1542 Words Brand culture Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training. Branding is usually associated with expensive advertising campaigns that draw a rosy picture of a given company. A picture that customers... 1,542 Words | 5 Pages
  • Brand Loyalty - 950 Words What is Brand Loyalty? The American Marketing Association defines brand loyalty as: The situation in which a consumer generally buys the same manufacturer originated product or service repeatedly over time rather than buying from multiple suppliers within the category. Brand loyalty is more than simple repurchasing, however. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a... 950 Words | 3 Pages
  • Brand Positioning - 14118 Words TYBMM ­ SEM V Prof. Hemant Kombrabail Brand Positioning In marketing terms, there is no such thing as a product or service that exists by itself in space, independent of the consumer. For a product to exist, it must find a place in an individual consumer's perception of the world of products around him or her. And this perception is subjective, governed by the individual consumer's values, beliefs, needs, experience and ... 14,118 Words | 54 Pages
  • Brand Management - 295 Words 1. What do brand means to you? What are your favorites brand and why? 2. Why are brands important? What functions do they perform that makes them so important to marketers? 3. What do you thing has the strongest brand and why? 4. Can you think yourself as a brand? What do you do to brand yourself? 5. What do you think of the new branding challenges and opportunities that are listed from brand builder's point of view? Can you think of any other issues? 6. What is brand mantra?... 295 Words | 1 Page
  • Brand Positioning - 6073 Words Internship Report on | | | | A Study of BRAND REPOSITIONING STRATEGIES AND BRAND PERCEPTION OF CITIZEN ECO DRIVE WATCHES By Vivek Kumar... 6,073 Words | 23 Pages
  • Brand Wars - 261 Words BRAND WARS: WHEN BIG BRANDS PLAY DIRTY A study of advertisements wars between the famous Brands of the World BRAND WARS Over the years we have grown up watching cola commercials fighting among themselves to woo us. In fact when we switch on the television sets, read newspapers, watch hoardings and banners, all we come across are advertisements; some provocative, some taking a dig at their competitors some simply innovative... 261 Words | 1 Page
  • Brand Architecture - 331 Words Brand Architecture • Brand architecture is the structure of brands within an organizational entity. • It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. Brand Architecture • There are three key levels of branding: • Corporate brand, umbrella brand, and family brand - Examples include Godrej, Samsung, LG, Sony • Endorsed brands, Dual, and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk • Individual... 331 Words | 2 Pages
  • Brand positioning, brand proposition and architecture ASSIGNMENT 10.1 – BRAND POSITIONING Tuan Duong TRUNG HIEU BRAND POSITIONING DEFINITION • • • A way to create a distinct impression in consumer’s mind Consumer’s reason to buy your brand A single and constant meaning behind “brand” in consumer’s mind It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on PROTECTION QUALITY SEXUALLY ATTRACTION HEALTHY HAIR BRAND POSITIONING SETTING UP A WINNING BRAND... 807 Words | 9 Pages
  • Brand Equity - 2500 Words Introduction Indomie is one famous brand of instant noodle in Indonesia is produced by PT. Indofood Sukses Makmur Tbk., The first time Indomie hits the market was on 1970, people doubted that selling instant noodle as one of the staple food in Indonesia, but the company proved the people’s judgements were wrong ( Indomie accounted for approximately 37% of net sales and 39% of income from operations in 1999. The Company produces a wide range of instant noodle products with... 2,500 Words | 9 Pages
  • Brand Personality - 1739 Words BRAND PERSONALITY - THE RELATIONSHIP BASIS MODEL Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one, especially if they need a banker or a lawyer. A trustworthy, dependable, conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor, a lawn service, or even a car – consider the Volvo brand personality. The concept of a relationship between a brand and a person... 1,739 Words | 5 Pages
  • Brand Management - 1981 Words BRAND MANAGEMENT: BRAND: A brand is a name, term, sign, symbol or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. For example, Coke, Nestle and Microsoft are well renowned brands. In technical speaking whenever a marketer creates a name logo symbol he or she has created a brand. Brands really matter for both consumer and manufacturer. From consumer’s point of view: Identification of... 1,981 Words | 8 Pages
  • Brand Association - 4975 Words BRAND ASSOCIATIONS AND CONSUMER PERCEPTIONS OF VALUE OF PRODUCTS BY NZUKI KITHUNG’A PETER UNIVERSITY OF NAIROBI PAPER PRESENTED TO SUPPLY OF ACADEMIC PUBLICATIONS (SAP) CONTENTS Page 1. Background Meaning of a brand and Its Importance 2. Theoretical Framework on Brand Associations Perceptual Dimensions of Brand Associations Brand Associations and Value Creation Brand Association and Value Creation Model 3. Measurement of Brand Associations Less Structured Approaches Structured... 4,975 Words | 17 Pages
  • luxury brands - 1979 Words  SYNOPSIS OF PREFERENCES OF YOUNG PEOPLE TOWARDS LUXURY BRANDS PREFERENCES OF YOUNG PEOPLE TOWARDS LUXURY BRANDS Intoduction:- “Luxury is a necessity that begins where necessity ends.” Whenever you switch on the television, or flip through the pages of magazines, you are bombarded with celebrity news and reality shows that touch your inner needs to feel beautiful, important and recognized. Those gorgeous people in advertisements tell you that... 1,979 Words | 8 Pages
  • Brand Strategy - 3767 Words Brand Strategy 2A Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932 “From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism Brand Strategy 2A Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932 “From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism... 3,767 Words | 10 Pages
  • Armani Brand - 648 Words 4. 2) SWOT Emporio Armani Perfume This second part of the situation analysis will focus on the Armani perfume SWOT : we describe the main strengths, weaknesses, opportunities and threats but not all the existing points because it would be too long and uninteresting. Strengths The brand image of Armani License exploited by L’Oréal : a very good promotional support A very dense distributive network Weaknesses License exploited by L’Oréal : is there a total control of... 648 Words | 3 Pages
  • Brand Recall - 3064 Words Research Paper “Brand recall of car manufacturing companies (in India)” INTRODUCTION While automobiles were introduced to India in the late 1890's, the manufacturing industry only took off after independence in 1947. The protectionist economic policies of the government gave rise in the 1950's to the Hindustan Motors Ambassador, which is still ubiquitous in the roads and highways of India. Hindustan Motors and a few smaller manufacturers such as Premier Automobiles, TATA Motors,... 3,064 Words | 9 Pages
  • Brand Extension - 2773 Words BRAND EXTENSIONS: STRATEGIC MARKETING Brand extension has been a popular strategy for entering into new segments by extending brands into similar or new product categories through leveraging existing brand perceptions and image. In other words, it is a marketing endeavor that links and transfers existing positive consumer perceptions of a parent brand with the new product thereby capitalizing on existing emotional relationship and heritage of the parent brand. There are several managerial... 2,773 Words | 8 Pages
  • Brand Extension - 5422 Words ABSTRACT Currently following the Bachelor of Marketing program, we – as a group - are very passionate in learning and experiencing various aspects in Marketing during our time studying at the university. Thus, we have taken this subject final report as an opportunity to test our knowledge and analyzing skill in Brand Management. During our time attending and joining the active studying environment, we have learned and developed our mindset effectively. Every lessons given by the teacher, every... 5,422 Words | 21 Pages
  • Brand Equity - 2285 Words Brand Awareness and Brand Association Mapping for IKEA Brand Equity and Pricing Assignment 1 – Fall 2012 Brand Awareness and Brand Association Mapping for IKEA Brand Equity and Pricing Assignment 1 – Fall 2012 CONTENTS Objective 3 Introduction to the problem 3 Methodology and stepwise outcomes 4 Preliminary Survey 4 Final survey and interviews 5 OBJECTIVE The summarized objective of this exercise is twofold: * To gauge the brand awareness (breadth and depth) of... 2,285 Words | 9 Pages
  • Brand Name - 1526 Words  How do brand names influence consumer purchasing decisions? Supichaya Sunthornjittanon(Britney) Portland State University Thesis statement: Reputation and design are two main reasons why consumers decide to buy brand name products Reputation is one of the most important reasons why people purchase a specific product. When consumers buy products, they usually see what company those products come from. Consumers would check for the product origins before they buy them. Then, if... 1,526 Words | 5 Pages
  • Brand Personality - 6013 Words 2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender, age, and socioeconomic class, as well as such classic personality traits as warmth, concern and sentimentality. Brand Personality like human personality, is both distinctive and enduring. For example, one analysis found Coke to be considered real and authentic whereas Pepsi... 6,013 Words | 18 Pages
  • Brand and Packaging - 8520 Words The Power of Packaging Alice Louw & Michelle Kimber The Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal, providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum, so research into this arena becomes increasingly important. Given the potential for packaging to... 8,520 Words | 27 Pages
  • Brand Hierarchy - 585 Words Smart Principles for Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors, but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such, marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products, often taking a parent brand/sub-brand approach. We generally see four... 585 Words | 2 Pages
  • Brand Advertising - 3993 Words Brand Advertising as Creative Pubiicity ANDREW EHRENBERG South Bank University [email protected] NEIL BARNARD South Bank University RACHEL KENNEDY University of South Australia HELEN BLOOM Consultant [email protected] Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand's broad salience—being a brand the consumer buys or considers buying. This... 3,993 Words | 13 Pages
  • Brand Management - 3688 Words Brand Management Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. Brand... 3,688 Words | 13 Pages
  • Brand and Nivea - 1954 Words NIVEA: MANAGING A MULTI-CATEGORY BRAND1 NIVEA, one of the oldest and biggest cosmetic brands in the world has successfully transformed itself from a single skin care brand to a trustworthy and contemporary personal care brand for all family types. The brand stretched itself by sub-branding to many new segments, always nursing the core mother brand NIVEA and its “Gestalt”. [Company Background] Background As 2005 drew to a close, executives at Beiersdorf’s (BDF) Cosmed division [Brand DNA] NIVEA,... 1,954 Words | 7 Pages
  • Bpcl Brand - 1640 Words Marketing Management Question 1 : Take your corporate brand or brand of any product / service that your organization offers. What is the promise of the above brand ? Also identify the brand elements and their role in building brand equity. Answer : THE BRAND : A brand is a name, term, sign, symbol, design, or some combination of these elements intended identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. The different... 1,640 Words | 8 Pages
  • Brand and Zara - 871 Words Product Classification Zara is classified as the shopping goods in the category of consumer products. Zara is an international clothing brand which is a part of the Inditex Group. Zara’s products mainly focus at the clothing and their products are bought for the final use. So, it is classified in the category of the consumer products. Zara is classified as the shopping goods because of their brand. Their brand had made the price of their product higher than other competitors seems like... 871 Words | 3 Pages
  • Brand and Oreal - 578 Words L’Oreal Promotion Mix “Because you’re worth it.” “Maybe she’s born with it. Maybe it’s Maybelline.” Both of these slogans are used by the L’Oreal Company. L’Oreal is a diverse cosmetics company headquartered in Clichy, France, a Paris suburb. Founded in 1907 by French chemist Eugene Schueller, who developed an improved and innovative hair dye called Aureole, L’Oreal has become a multi-brand, multi-billion dollar company in the last century. Today, L’Oreal boasts twenty-five global brands and... 578 Words | 2 Pages
  • Brand Differentiation - 370 Words If brand stewards understand what underpins the attitudes of a brand’s most loyal customers — those who are truly “bonded” to the brand — they may be able to identify opportunities to convert other consumers THE BUSINESS OF BRANDS 6 to this profitable position. Our own analysis of brand loyalty data has revealed six broad factors that drive loyalty. In some categories, just one of these factors may be enough to make a brand the default choice for many consumers, but most strong brands... 370 Words | 2 Pages
  • Flanker Brand - 630 Words New brand introduced into a product category by a company that already markets an existing brand in that category. The flanker may be a different size, flavor, or type of the existing product but is a logical extension within the product category, such as the addition of other flavors to cranberry-Cranapple, Crangrape-by Ocean Spray. Flanker Brands A flanker brand is a Line extension by the company. HUL having different varieties of washing powder detergent, e.g. Surf Excel for the Premium... 630 Words | 2 Pages
  • Favourite Brands - 446 Words FAVOURATE BRANDS: 1. SONY ERICCSON-K800i 2. MERCURY WOOFERS 3. BMW 4. PANDA BEAR 5. WRIST WATCH-SAMSUNG DESCRIPTION ABOUT THE FAVOURATE BRANDS: ➢ SONY ERICCSON-K800i: What do you like about the product or brand name? I like Sony Ericsson-K800i because its sound quality, graphics and other features are too much better than all other hand sets. What do you dislike? I don’t like its joy stick because it is very sensitive and become an interrupt for me.... 446 Words | 3 Pages
  • Kao Brand - 3072 Words 1.0 HISTORY Kao Brands was founded in 1882 as the Jergens Soap Company ("Jergens"), and has grown to become an innovator of premium beauty products that enhance the appearance, health, and general well-being of women worldwide. Coconut oil soap was Jergens' original product, but the company began to grow and expand almost immediately. First, in 1901, the company purchased the John H. Woodbury Company, and added the highly popular Woodbury Facial Soap to their offerings. Then, with the... 3,072 Words | 12 Pages
  • Green Brand - 7524 Words Journal of Business Ethics (2010) 93:307–319 DOI 10.1007/s10551-009-0223-9 Ó Springer 2009 The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust Yu-Shan Chen ABSTRACT. This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of... 7,524 Words | 25 Pages
  • Brand Community - 9604 Words EXTENDING THE CONCEPT OF BRAND COMMUNITY: BUILDING COMMITMENT IN THE CHARITY SECTOR ABSTRACT The paper introduces a model of brand community development that is extended to the nonprofit sector; a sector that has just recently begun to embrace relationship marketing. It is believed that brand communities represent a unique form of relationship marketing, with benefits that are particularly compelling for nonprofits. Indeed, the paper reveals that many of the characteristics of... 9,604 Words | 30 Pages
  • Sports Brands - 1470 Words [pic] [pic] [pic] | | | | |A key reason sports brands are so successful is the relationship they have with each of their consumers, or fans. Being a sports fan—and | |loving a team brand—transcends a person’s job, family or social status. “Fans experience pleasure and satisfaction with successful teams,” | |writes... 1,470 Words | 6 Pages
  • Brand Audit - 623 Words  Group Brand Audit Project Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a "first come, first serve" basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way, the other gps will know which brands are already taken on a first come first serve basis.... 623 Words | 5 Pages
  • Managing the Brand - 723 Words Business exist, because of consumers and the ability of organisations to understand consumer needs, desires, motivations and preferences. Products are innovated, developed, modified, standardized, invented or reinvented and the time between those steps is not as long as it used to be. Whether it is mass production or niche production both demand identification of a specific segment and produce individual products or services. As the product steps towards this direction, the marketing needs to... 723 Words | 3 Pages
  • Brand and Shampoo - 2056 Words INDEX Page No. 1. The Product 3 2. Our visits 3 3. Customers 5 4. Competition 6 5. Trends 6 6. Interview with VP, Cavinkare 7 7. Brands 8 8. Learnings 10 9. References 10 THE PRODUCT Shampoo is a hair care product used for the removal of oils, dirt, skin particles, environmental pollutants and/or other contaminant particles that gradually build up in hair. Shampoo, when lathered... 2,056 Words | 10 Pages
  • Brand Loyality - 5091 Words IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, CUSTOMER SATISFACTION AND SERVICE QUALITY ON BRAND LOYALTY Rizwan Arshad1, Idrees Akbar2, Abdul Muqtadir3, Urooj shafique4, Hafsa Zia5, Waheed Naseer6, Shoaib Ahmad Amin7 1(Faculty Member, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 2(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan) 3(Student, Department of Management Sciences Islamia University of Bahawalpur, Pakistan)... 5,091 Words | 15 Pages

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