Case Study Of Marketing And Brand Management At Birlasoft

Case Study Of Marketing And Brand Management At Birlasoft
–
1. To enlighten the knowledge of marketing and brand management in Birlasoft.
2. In this research, the objective is to study the brand management and to get an insight of how
Birlasoft has participated in the globally evolving IT industry, while remaining focused on
consistent innovation, benchmarking, learning and developing.
3. To analyze the brand awareness and brand equity among the
Birlasoftian's for effective and efficient achievement of goals.
BIRLASOFT COMPANY PROFILE
Birlasoft is a part of the 150 year old, multi–billion dollar CK Birla Group. It was founded in 1995
and is a global IT Services provider. It acquires a total of 4000 employees across the world & has
best–in–class delivery centres in China ... Show more content on Helpwriting.net ...
– Our Valued Alliances
Birlasoft collaborates with a prestigious group of partners that includes Microsoft, IBM, Oracle, HP
and SAP offering the best technologies in various industries to develop market leading solutions to
deliver the core value of our prospects. Birlasoft develops, sell and deliver business solutions that
leverage Birlasoft's industrial, functional and technical expertise, Birlasoft's global delivery model,
and the alliance partner's technology. This is executed through training, engagement with the
partner's technical support and development teams and by creating focussed tools and
methodologies at Birlasoft's Centers of Excellence.
– Market research Birla soft conducts only secondary research. It collects and analyses the data from
external and internal sources from telemarketing function.
– Digital marketing
It plays a prominent role for every player in today's competitive and dynamic market scenario,
digital marketing is via electronic channels and by posting positive comments, feedbacks about the
company/product you (and your happy customers) can attract new customers and build long–lasting
relationship.
Social Media Communication
... Get more on HelpWriting.net ...

Concept Of Brand Management : Building A Successful Brand
This essay is written based on knowledge of brand management. Building a successful brand cannot
without people's attention; generating awareness, communicating brand values and building
customer loyalty, and these demands need to take a long time to achieve. Thus, it is an extremely
challenging marketing task(Fahy, J. and Jobber, D. 2012). In the other words, if a company want to
be successful, it have to build a successful brand equity and created its brand identity, and expand its
brand in the market.
In the past few years, the grown of fast fashion is one of the biggest threat of luxury fashion brand.
Fast fashion retailers express the least fashion trend from Fashion Week, then put these trendy
elements into their products with a ... Show more content on Helpwriting.net ...
and Shaw, D. 2009). D&G as a sub brand of Dolce&Gabbana, it did gain young customers, but it
was closed in 2011, because D&G caused unbalance between its parent brand and itself. D&G was
more popular than Dolce&Gabbana, and it also earned more profit than its parent brand. The leading
position of Dolce&Gabbana was confused by diffusion brand. Thus, to position the diffusion line in
the correct place is not easy. Conversely, Prada is much better to deal with its diffusion line Miu
Miu.
The more specific discussion with relevant literature of how luxury brand manage its brand
extension by launch diffusion line, as well as building brand equity and brand identity will be
demonstrated in the following context. Moreover, these knowledge will be analysized with the
choose brand Prada and its diffusion line MiuMiu.
2.0 Literature Review
According to Fernie, Lawire and Hallsworth(1997), a diffusion brand is defined as a step– down line
extension of an existing luxury brand. The launching of diffusion line always capitalize on the
equity of the established parent brand. Chen and Liu( 2004) believe that the brand equity of parent
brand can help the extension diffusion line enter the new market quickly, and a brand extension can
also produce possible reciprocal effects that enhance the equity of the parent brand. Every luxury
brand is building its brand equity and brand identity for a long time, when the name of this brand is
familiar by people which

Case Study on Dr Snapple Group Inc.
UNIVERSITI TEKNOLOGI MARA KOTA SAMARAHAN CAMPUS MKT750 MARKETING
MANAGEMENT CASE STUDY DR PEPPER SNAPPLE GROUP, INC. ENERGY BEVERAGE
PREPARED BY: RAMSIS ANAK WILLIAM AGIM 2012402536 Strategic Issues and Problems
Being the consultant of Dr Pepper Snapple Group, Inc. (DPSG), I am charged to assess whether or
not a profitable market opportunity existed for a new energy beverage brand to be produced,
marketed, and distributed by the company. The decision to explore a new energy beverage was made
by senior company management of DPSG as part of a corporate business strategy to focus on
opportunities in (1) High Growth and (2) High Margin beverage businesses. My tasks involve a
number of important factors. I ... Show more content on Helpwriting.net ...
| Dependent on a small number of large retailers for a significant portion of their sales | Attractive
positioning with large, growing and profitable market | Total indebtedness could affect our
operations and profitability | Volatility in raw material costs | Financial results may be negatively
impacted by some economicconditions | Broad geographic manufacturing and distribution coverage
| They may not comply with applicable government laws | New distribution channels | Substantial
disruption to production at the manufacturing could occur | Experienced Executive Management
team | Products may not meet health and safety standards | | Costs for raw materials may increase
substantially | Strong operating margins and significant, stable Cash – flows | They could lose key
personnel or may be unable to recruit qualified personnel | | Weather and climate changes could
adversely affect the business | Porters Five Forces Analysis The bargaining power of customers In
the energy beverage industry customers have the bargaining power. Energy drinks are an elastic
product, and are not necessity for daily life. Customers however do not usually want to buy in bulk,
and prefer soft

Case Study : Marketing Brand Management Essay
Marketing Brand Management
Paper code– 705 Assessment 1 – Critical Essay
NAME: Patel Apexabahen Nalinkumar
ID: 73578 Date: 03/10/2015
CONTENT
1.Introduction
2.current market
3.Attributes
4.Identity
5.Personality
6.Awareness
7.Loyalty
8.Association
9.Promise
Choose a organization and critically analyze the following based on the brand of the organization
Introduction of Brand:
Zara is one of the most famous brands in the world, is also one of the largest international fashion
companies. They is the third largest brands in the garment industry. Zara is a Spanish clothing brand.
Zara is part of the Inditex group of Spanish fashion distributors. Inditex is one of the largest fashion
retail dealers in the world. It has more than 4780 stores in 77 countries in Europe, America, Asia and
Africa. The owner 's name is Zara Amancio Ortega. Amancio Ortega began the first Zara store in
1975 in a main street in the center of La Coruna, Galicia in Spain. Zara its first store in the coastal
city in northwestern Spain in 1975. Zara began in 2000 has stores in 88 countries. Specialized teams
get reactions to the decisions of their customers are doing in each store.This Guest inspire Zara
creative team, which consists of more than professionals.It guaranteed that Zara takes only a week
to add another theme and inspiration stores, compared with the industry average of six months, and
launches around

Marketing and Nestle
Nestle Case Study What are the environmental and internal forces that argue for Decentralization Vs
Centralization at Nestle? The "Nestlé way" is to dominate its markets. Its overall strategy can be
summarized in four points: * think and plan long term * decentralize * stick to what you know *
Adapt to local tastes For many companies, such a long–term strategy would not be profitable, but it
works for Nestlé because the company relies on local ingredients and markets products that
consumers can afford. It 's a global company living mostly on local brands. Company prefers to be
local and people regional. Nestle grabs a lot of its growth simply by getting on the plane, and into
new markets, first. Centralized: The ... Show more content on Helpwriting.net ...
Nestlé figured it could cut the number of suppliers on record to 167,000, from 600,000. And save
$750 million a year in the process, Chief Financial Officer Wolfgang Reichenberger would figure in
2002. If GLOBE succeeded, Nestlé–and Brabeck–would have greater operating profits to plough
back into innovation, stocking shelves with popular products and satisfying its main multinational
customers, like Wal–Mart Stores and Tesco, the large United Kingdom–based food retailer. The
GLOBE project also stood as the largest–ever deployment of mySAP.com. But whether the software
got rolled out to 230,000 Nestlé employees or 200 was not the point. The point was to make Nestlé
the first company to operate in hundreds of countries in the same manner as if it operated as one.
And that hadn't been achieved by any company–not evens the British East India Co. at the peak of
its tea–trading power–in the history of global trade. Advantages: First the centralization of back–
office functions such as financials and human–resources management should be done. Tasks such as
producing consolidated reports on global operations become easier when the data is centralized in
one database. For that reason, it may make sense to consolidate the back–office functions of an
enterprise planning system, even

Marketing Strategy For Global Brand Management
The NEXT retail chain was launched in February 1982 and the first store opened with an exclusive
coordinated collection of stylish clothes, shoes and accessories for women. Collections for men,
children and the home quickly followed. NEXT clothes are styled by its in–house design team to
offer great style, quality and value for money with a contemporary fashion edge.
Today NEXT trades from more than 500 stores in the UK and Eire and around 200 stores in more
than 40 countries overseas. Over the last few years several larger format fashion and home stores
have opened across the UK and, in August 2011, NEXT opened its first combined fashion, home
and garden store at Shoreham–by–Sea.
They are a truly international organization and face the ... Show more content on Helpwriting.net ...
 Managing gross and net margins through efficient product sourcing, stock management and cost
control.
 Focussing on customer service and satisfaction levels in both Retail stores and Directory.
 Maintaining the Group 's financial strength through an efficient balance sheet and secure
financing structure.
 Generating and returning surplus cash to shareholders by way of share buybacks or, more
recently, special dividends.
Weather to globalise, and how to globalize, have become two of the most burning strategy issues for
managers around the world. Many forces are driving companies around the world to globalize by
expanding their participation in foreign markets. Almost every product market in the major world
economies–computers, fast food, nuts and bolts–has foreign competitors. Trade barriers are also
falling; the recent United States/Canada trade agreement and the impending 1992 harmonization in
the European Community are the two most dramatic examples. Japan is gradually opening up its
long barricaded markets. Maturity in domestic markets is also driving companies to seek
international expansion. This is particularly true of U.S. companies that, nourished by the huge
domestic market, have typically lagged behind their European and Japanese rivals in
internationalization.
Companies want to know how to globalize–in other words, expand market participation –and how to
develop an integrated worldwide

Product Development And Brand Management Essay
4.754 Product Development and Brand Management
Report: – L'Oreal(Hair Care) Submitted To: – Submitted By:
Professor Ravi Bhat Navjot Kaur Saroa
Professor–PDBM Student Id:20142391
Word Count:–2300
Table of contents:
Brand 3
Brand mission 3
Brand vision 4
Brand strategy 5
CRM and use of social media 6
L'Oreal on Facebook 8
L'Oreal on twitter 9
L'Oreal on YouTube 9
Brand Ambassadors 10
Brand positioning 11
Distribution 11
Market positioning and target marketing 11
Target Ads 12
Competition in hair colour market 12
Consumer Motivation 13
References 14
Ques 1:
Brand: The L 'Oréal Group is world 's largest French cosmetics and beauty company that is
headquartered in Clichy, Hauts–de–Seine.‪
‬
The company has a registered office in Paris and has
developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection,
make–up, perfumes and hair care, the company is active in the dermatology, toxicology, tissue
engineering, and biopharmaceutical research fields and is the top nanotechnology patent–holder in
the United States.‪(Wikipedia, 2015)‬
‬
‬
‬
‬
‬
Brand mission: "At L 'Oréal the company believes that everyone aspire beauty. The

Digit Age : Fall Of Traditional Brand Management
1. Digit age: fall of traditional brand management
Internet has changed our daily life. Before the Internet was an application in a large–scale, people
have to stay at a fixed time and place to work, study, shopping and entertainment. However, now
days, those fixed factors are more flexible. In US, people who works in flex place occupy more than
one third of the US working population, and 10% annual growth rate (CCTV–2, 2014). One the
other hand, people become readily evaluate a company's marketing approach or reject claims based
of their own knowledge and gain company and products information from internet. (Ind and
Riondino, 2001). With those change, brand has been affected. Some scholars like Carl Shapiro and
Hal R. Varian (1999) predicted that brands would shrink as people had access to more free
information. However, Carl's do not given the answer that what factors led to brands shrink. Itamar
and Emanual claim that brand is becoming less needed, because customers can assess product
quality using reviews from other users, or information from people they know on social media.
Naylor et al. (2012) agrees with this point，before the advent of social networking, customer only
can gain brand or product information from advertising or the identity of spokespeople. However, in
now days, customers viewing a brand page are likely to see pictorial information about other people.
It seems possible that a lot of people think brand will disappear with Internet's growing. The

A Case Study of International Brand Management: Comparison...
A CASE STUDY OF INTERNATIONAL BRAND MANAGEMENT: COMPARISON OF LEXUS
BRAND MANAGEMENT IN BRAZIL, UNITED STATES AND JAPAN.
Wakayama University Graduate School of Economics Supervisor: Sotaro Sasaki Author: Ana
Cecilia Fernández Pedrozo Student Number: 17410030
Table of Contents
INTRODUCTION································································································ 1
I. ANALYSIS OF THEORETICAL BACKGROUND·············································· 4 I.1.
BRAND MANAGEMENT ··········································································· 4
I.1.1. Creating Brand Equity and building strong brands ················· 4 Brand loyalty ... Show
more content on Helpwriting.net ...
Global segmentation and positioning ··································· 35 International positioning
strategies ······································· 35 I.2.3. Global marketing strategies
················································· 36 Global scenario
······································································· 37 Global Industry
··········································································37 Competitive Structure
·································································37 Hypercompetition
·······································································38 Global Marketing Strategy
······················································ 39 Marketing strategies for emerging
markets···························· 39 Competitive Analysis
······························································ 40 I.2.4. Global market entry
strategies············································· 40 Entry modes
··········································································· 42
Exporting···················································································42 Licensing
···················································································42
Franchising

Case Analysis Of Heinz
sales and as well as cut in cost due to access to each other superior manufacturing efficiencies.
Acquisition Process
Search process
Heinz was taken private in 2013 by the PE firms Berkshire Hathaway and 3G Capital in 2013. The
objective was to identify and merge another big brand with Heinz so as to create a future market
leader. The firms had already identified Kraft as the ideal target as they believed that the portfolio of
the two brands were highly complementary.
Another reason was the more perceptible shift in consumer preferences away from processed foods
and towards more organic style of living. The idea behind this merger is to bring together two iconic
brands, improve their operating efficiencies and expand internationally. ... Show more content on
Helpwriting.net ...
Since its acquisition, the company has been further leaned down by the management team of 3G
Capital.
A number of efficiency – improvement mechanisms were put in place, for example zero–based
budgeting, and other cost cutting mechanisms that helped generate $1bn in annual improvements for
the company. These initiatives also took Heinz's EBITDA margins from 18% to 26%.
Transformational changes at Heinz since its acquisition:
– New leadership team put in place on Day One, comprising of Heinz top talent and 3G nominees
– Implemented zero–based budgeting and Management by Objectives model
– Simplified corporate structure
– Rationalized manufacturing
– Global performance for monthly performance routines
– Individual performance targets for 3500+ employees
Kraft was primarily a spun off division of the food giant Mondelez International (2012) and was
expected to be a cash cow with steady growth. However, the sales of the company started dwindling
in 2014 and its profits plummeted by 60

Marketing Management : Brand Loyalty
The primary focus of this research is to develop and understanding the reasons for brand loyalty, as
there is a literature gap in this area of marketing management. A lot of researches been done in the
past on the benefits of brand loyalty but there is a literature gap on how an organisation can build
brand loyalty. The literature of market is still debating of what compromises brand loyalty
(Chaudhuri & Holbrook, 2001).
The literature review analyses the general theories surrounding the concept of brand loyalty in
previously adapted marketing management guidance, marketing science and the human
communication researches with an indication as how understanding the factors contributing brand
loyalty can actually help organisations to build brand loyalty amongst consumers. The sources used
for the literature review are journal of management, information quarterly, textbooks, academic
blogs, and official website publications.
The structure of literature review begins with of definition of brand loyalty and then moves to the
general theories surrounding factors contributing for brand loyalty d then a focused research on
Apple's achievement of brand loyalty.
Brand Loyalty
According to Bennett, Brand Loyalty has been existence since the 1920's (Bennett & Rundle–
Thiele, 2002). Brand loyalty can simply be defined as the prejudiced behavioural purchase by
consumers over the time with respect of one brand in comparison of other brands with similar
functions due to psychological

Corporate Brand Management: Aligning Core Values,...
CORPORATE BRAND ALIGNMENT 1
Corporate Brand Management: Aligning Core Values, Strategic Vision, Corporate Culture and
Image.
Abstract
Although the importance of corporate brand alignment is generally recognised, only a limited
number of tools are available to assess and manage corporate brands proactively. In this article the
Vision, Culture and Image (VCI) method by Hatch and Schultz (2001) was used to assess corporate
brand alignment. The main research objective was to investigate the role of core values in gaps
identified using the model. An alternative model, with core values at the centre of the VCI model is
proposed. Data was collected in a manufacturing organisation in the Netherlands. A selected group
of
39 employees ... Show more content on Helpwriting.net ...
Hatch and Schultz's (2001) method depitcs a process that is focused on the cohesion and consistency
between the three elements: strategic vision, corporate culture and the image. They noticed during
their work at LEGO and British Airways, that a strong cohesion between all three elements is vital
for effective corporate branding (Hatch and Schultz, 2001). Hatch and Schultz (2001) state that
inadequate or faulty alignment of these three factors is in many cases an indicator for poor or faulty
brand management and branding.
Hatch and Schultz (2001) call this corporate branding approach the VCI method. The key for a
strong corporate brand are closed or small gaps between vision, culture and image. The relations
between strategic vision, corporate culture and the image are key problem areas for corporate
branding, e.g. relations must be monitored and maintained for effective corporate branding (Hatch
and
Schultz, 2001).
Firgure 1: Hatch and Schultz's VCI method
CORPORATE BRAND ALIGNMENT 5
Core Value Approach
Another theory that approaches corporate branding is based on core values. Urde (2003) speaks
about core value based corporate brand building. Urde (2003) describes that well established and
maintained core values influence all kinds of decisions varying from product related matters to
internal or external

The Challenge Of Maintaining And Improving Brand...
Consulting Paper #1: The challenge of maintaining and improving brand management for Procter &
Gamble
Introduction
This consulting paper aims to focus on the challenges of Procter & Gamble in the area of brand
management. The topic of brand management is an important aspect of multi–national companies
like Procter & Gamble especially in the area of consumer goods. The tasks being encountered by
consumer goods companies like Procter & Gamble present the highly complicated business
environment characterized by increased global competition, the need to diversify products, and the
pressure to reduce cost while maintaining brand quality (Haas, McGurk, and Mihas, "A new world
for brand managers"). These business elements are important indicators that must be addressed by
Procter & Gamble in order to maintain their market edge and competitiveness especially in an
immensely globalized economy and great competition in the area of consumer goods. The paper's
objective is to identify the various possible issues and challenges that can impact Procter &
Gamble's marketing efficiency specifically in the area of brand management.
Procter & Gamble Company and Brand Overview Procter & Gamble or P&G is a multinational
company based in Cincinnati, Ohio that develops and sells consumers goods. It is known for various
brands in the area of consumer goods such as Crest, Head & Shoulders, Gillette, Tide, Oral–B, and
Pampers to name a few of its top brands (Procter & Gamble, "Our Brands").
The

Brand Management and Plenitude Skincare Line
L'Oreal of Paris: Bringing "Class to Mass" with Plenitude
L'Oreal, a long time hair care, skincare, and cosmetic leader, was faced with a positioning problem
of their Plenitude skincare line. The Plenitude line, which included cleansers and moisturizers had
been a smashing success in the French skincare market following its 1982 introduction and was
introduced in the U.S. market in 1988. It had grown quickly to become the #2 brand in the market,
behind Oil of Olay. Plenitude was marketed as an upscale product bringing new people into mass
channels from department stores. A four–year sales plateau was reached and their #2 position was
lost to Pond's. Carol Hamilton, Senior Vice President of Marketing for the L'Oreal Retail ... Show
Acceptors of Oil of Olay found it to be light and reasonably priced where acceptors of Pond's saw it
as reliable, accessible and reasonably priced. Oil of Olay was seen as the traditional, generational
brand where Pond's brand imagery was older, down–to–earth. The Shelf Shopping Study for
Plenitude revealed positive aspects that included appreciating the continual release of newer
products and research and the multiple product line. The negative aspects were primarily based upon
the large product line that continually offered new products creating confusion and frustration. The
same study for Oil of Olay revealed the brand image to be seen as old fashioned but with long
standing reliability. The brand image of Pond's was viewed as being really heavy and "gross" and as
a product for "old ladies". The L'Oreal name is considered as a step up and as having a French twist.
Often times, it is viewed as being really expensive with packaging that is chaotic and complicated.
However, the extensive detail and information was considered an attribute to some customers. Based
upon all of the above information they can develop their strategy. My proposals are as follows:
1. Straddle their positioning by creating a "best of both worlds" targeting young and older
consumers. They need to continue marketing their Plenitude treatment products to the older
consumers but also

Brand Management Review on Disneyland
|Edinburgh napier university | |Strategic Brand Management | |Brand Management review on
Disneyland | | | | | |Jan 22 2011 ... Show more content on Helpwriting.net ...
J Am Diet Assoc 1994 , 94:1296–1300. Lewis MK, Hill AJ: Food advertising on British children's
television: a content analysis and experimental study with nine–year olds. Int Journal Obesity Relati
Metab Disord 1998 , 22:206–214. Martin, D, O'Neil, M, Hubbard, S, and Palmer A, (2008), The
Role of emotion in explaining consumer satisfaction and future behavioural intention, Journal of
Service Marketing, Vol 22 Lss3 pg 224–236 McCort, D. J., & Malhorta, N. K. (1993). Culture and
consumer behaviour: Toward and understanding of cross–culture consumer behaviour in
international marketing, Journal of International Consumer Marketing, 6, 91–127. Menlo Park, CA,
Henry J. Kaiser Family Foundation 2002, Kaiser Family Foundation: Teens Online. Mintel Press
Release Available from 2009 http://www.mintel.com/press–centre/press–releases/312/natural–
claims–ranked–first–on–new–food–and–drink–launches–in–2008–finds–mintel (12/7/2010) Must,
Anita and Strauss, RS, Risk and consequences of childhood and adolescent obesity. Int J Obes 1999:
23 (Suppl2): S2–S11 Perry CL: The tobacco industry and underage youth smoking: Tobacco
industry documents from the Minnesota litigation. Proctor, T, and Kitchen, P, (2002),
Communication in postmodern integrated marketing, Corporate Communications: An International
Journal, Vol 7 Iss 3 Rachael Dixey, Pinki Sahota, Serbjit Atwal and Alex Turner, 2001 P212,

Lenovo Group Limited's Strategic Brand Management: An...
Title: Strategic Brand Management The objective of this report is to discuss the strategic brand
management for Lenovo Group Limited. Within a competitive market environment, logo has been
identified as a strategic marketing tool to increase customer awareness and achieve competitive
market advantages. Lenovo Corporate Logo Within a competitive business environment, logo acts
as a method of business identification and a strategic tool to enhance company reputation. If
managed effectively, logo serves as a tool to achieve competitive market advantages. A company
logo displayed with unique color could serves as the main components of CVI (corporate visual
identity). (Dowling, 1994, Baker & Balmer 1997). Corporate identity has been identified as the
strategic tool to differentiate a company from its competitors and assist a business to establish
customer loyalty. (Henderson et al 1998, Eiseman 2000 ). Of all the important elements to develop
corporate visual identity, corporate logo has been identified as an effective tool to achieve product
differentiation. (Fraser & Banks ,2004 ).Typically, a corporate logo has different elements, which
include color, shape, image, size and style. Within the contemporary competitive market
environment, corporate logo adds value to the company and serves as corporate visual identity that
assists customers to identify an organization. Corporate logo also serves as signature for the
company. For logo to be effective, it must have a unique

capsim strategies
Team: Strategies
1. Broad Cost Leader
2. Broad Differentiator
3. Niche Cost Leader (Low Technology)
4. Niche Differentiator (High Technology)
5. Cost Leader with Product Lifecycle Focus
6. Differentiator with Product Lifecycle Focus
12.1 Broad Cost Leader
A Broad Cost Leader strategy maintains a presence in all segments of the market. The company will
gain a competitive advantage by keeping R&D, production and material costs to a minimum,
enabling the company to compete on the basis of price, which will be below average. Automation
levels will be increased to improve margins and to offset second shift/overtime costs.
Mission Statement
Low–priced products for the industry: Our brands offer solid value. Our stakeholders are ... Show
Automation levels will be increased to improve margins and to offset second shift/overtime costs.
Mission Statement
Reliable products for low technology customers: Our brands offer value. Our stakeholders are
bondholders, stockholders, customers and management.
Tactics
Research & Development: We will concentrate our existing product line into the Low End and
Traditional segments. The traditional product will migrate to the Low End segment. The High
product will migrate to the Traditional segment. During the early years we will migrate (gradually)
our Performance and Size segment products to the Traditional segment. We can also introduce a new
product to work in the Traditional market.
Marketing: Initially we will attempt to keep pace with the awareness and accessibility of our
competitors ' products. After we establish our cost leadership position we will revisit our situation to
decide whether sales and promotion budgets should be reduced or if we should continue to match
our competitors. Our prices will be lower than average.
Production: We will significantly increase automation levels on our products. However, because
automation sets limits upon our ability to reposition products with R&D, we will postpone
automation for the High End and Size products until they arrive in the Traditional Segment. We will

prefer second shift/overtime to capacity expansions.
Finance: We will Finance our investments primarily through long–term bond

Brand Management: Paris Hilton
Paris Hilton
Brand Audit: Paris Hilton
A Brand Inventory
She is famous for her party life, the countless number of scandals she has been involved in, her
growing collection of Chihuahuas including Tinkerbell and Bambi and her catchphrase "that's hot".
Paris Whitney Hilton (PH) the American socialite, celebrity, heiress, model, media personality,
business woman, designer, singer and actress (Wikipedia. 2009).
PH was born in New York City on the 17th February in 1981. She is the oldest of four children of
Richard and Kathy Hilton(Wikipedia. 2009).
Thanks to her great–grandfather Conrad Hilton, founder of the Hilton hotel chain, PH is the shared
heir to a family fortune estimated at $300 million (Bio.com, 2008)
PH moved between several ... Show more content on Helpwriting.net ...
Pricing
When it comes to PH herself she is worth estimated $250 million (CBC, 2009). The prices, she is
offered just for showing up to an event, at a club or a party, are unbelievable, we are talking millions
of $ (CBC, 2009). Or what she is paid for being connected to a company's product or guest starring
in a sitcom or series. All free publicity for the Paris Hilton Inc. brand, yeah actually paid publicity!
She is a girl, who knows her price and she never compromises with it. She knows that she is her
own best product.
Distribution
Many would think that PH shows up to all events possible, but she does not, she carefully chooses
the events, she participates in. It is very important that the events she attends tally with the image of
the Paris Hilton Inc. brand. The same thing is valid when it comes to where and how to distribute
her product lines. At the moment PH uses indirect distribution, and these channels and co–operators
are chosen carefully.
Competitors
PH's competitors are women celebrities like her. At the moment Britney Spears and the Olsen twins
are her closest competitors. Lately Britney Spears has been involved in a lot of scandals and the
tabloids and the public have therefore been very interested in her. The Olsen twins are doing really

good as a brand and attract a lot of young girls with their movies and line of clothes. Other women
who also can be considered as PH's competitors are: Kate Moss, Victoria Beckham, Kimberly

Brand Management; Influence on Consumers’ Behaviour and...
When people go to a store in order to buy food or commodities, they are faced with a problem of a
wide choice of goods because nowadays there is a huge range of different producers. Moreover, all
of them try to be recognized on the market by creating a significant image. As a result, companies
create own brands. According to American Marketing Association (2013), a brand is "a name, term,
design, symbol, or any other feature that identifies one seller's good or service as distinct from those
of other sellers." Also, the process of creating connection or association between emotional
perception of the consumer and company's product with target of creating distinction and building
loyalty has known as a brand management (Hislop, 2001). For ... Show more content on
Helpwriting.net ...
For example, company Apple produces own devices from high–quality components, as a result
consumers often can forgive them for a bit higher price products. Another component of brand
loyalty is service quality that is a kind of personal selling when salesmen and potential buyers create
direct communication. In fact, consumers like to shop so where they are satisfied with the service
and receive a small privileges. Good relationship between buyer and seller ultimately leads to the
construction of communication, and as a result in the future consumer is bound to a particular brand.
Moreover a personal approach to customers impacts on their experience and service's evaluation and
additionally, influence on the loyalty to the brand (To and Leung, 2001, as cited in Yee & Sidek,
2008). In the context of brand loyalty, it is also a very important concept of word of mouth. This is a
peer to peer communication that consumers use it to express their attitude towards a particular
product or service. Also it is very important that consumers can express their opinion about it in a
positive and negative way (Rehman, Zia–ur–Rehman & Dr. Akhtar, n.d). Public forums are a great
example of the concept word of mouth. On this platform people can communicate with each other
and ask or express opinion about some products or services.
During the economic crises, consumers are very price conscious because they are scared and do not
know what to

Contemporary Brand Management
Contents Page
Section............................................................................................ Page Number
1. Introduction................................................................................. 3
2. The Brand.................................................................................... 3–4
3. Brand Positioning........................................................................... 5–8
3.1. Positioning Strategy................................................................. 6–7
3.1.1. McDonalds.................................................................... 7
3.1.2. Burger King................................................................... 7
3.1.3. Greggs PLC.................................................................. 7
4. Brand Analysis............................................................................... 9–14
4.1. Brand Identity.......................................................................... 9
4.2. Brand Logo............................................................................. 10
4.3. Brand Name........................................................................... 11
4.4. Brand Image........................................................................... 12–13
4.5. Brand Pyramid........................................................................ 14
5. Retail ... Show more content on Helpwriting.net ...
). This definition states that a product is tangible, meaning it is something that you can actually
touch such as a can of coke, a packet of crisps or a sandwich. Products can also be intangible for
instance a train journey, hairdressing or consultancy these you can't actually touch or keep but you
pay for the experience and these are generally known as services.
Doyle and Stern (2006, p.33) also back this argument up by saying that a product is anything that a
firm offers to satisfy the needs or wants of customers. They also state that this can be a "physical
object" for instance a "soft drink, car or a computer", but this could also be an "intangible service
such as a haircut, consultancy advice or a holiday". Where as a brand described by Brassington and
Pettit; "consists of any name, design, style, words, or symbols, singly or in any combination that
distinguish one product from another in the eyes of the consumer" (2007, p.187).
3. Brand Positioning

Brand positioning can play a pivotal role in the overall success of a brand and is described in the
following ways. Kapferer (2008 p. ) argues that "brand positioning is about emphasising the

Conflict Management Case Study: Tupperware Brands
Final Research Paper:
Conflict Management
Submitted by:
Gomez, Trisha Marie A.
MD 11 – 0010
Submitted to:
Dr. Efren Laxamana
August 25, 2011
Company Profile: Tupperware Brands Philippines, Inc.
Tupperware Brands (TWB) Corporation is a global direct seller of innovative, premium products
across multiple brands and categories through an independent sales force. Product brands and
categories include design–centric preparation, storage and serving solutions for the kitchen and
home through the Tupperware brand and beauty and personal care products through its Avroy
Shlain, BeautiControl, Fuller, NaturCare, Nutrimetics, Nuvo and Swissgarde brands.
Tupperware was introduced in the Philippines in 1966 and has since become a household name,
changing the lives of ... Show more content on Helpwriting.net ...
There are many potential sources of conflict. Today's organizations are characterized by complex
relationships and a high degree of task interdependence, so friction can easily occur. Moreover, the
goals of the parties are often incompatible, especially when the parties compete for limited resources
(Weihrich & Koontz, 2005). This holds true for Tupperware Brands, as there is a high degree of task
interdependence between the departments comprising each division of the corporation. Hence,
friction can easily occur also, especially that each department has their own goals to achieve that
may or may not be in favour of the goals of the other departments.
It was mentioned that one major source of conflict is when the goal of the parties are incompatible,
especially when parties compete for limited resources but as for Tupperware Brands, the
departments do not compete for limited resources but they do pursue different goals in achieving
their division's goal of producing a functionally and aesthetically quality product at the lowest cost
as

West Jet's Brand Management
According to a recent survey by SFP (Spencer Francey Peters), a North American branding agency
and The Strategic Counsel, WestJet came in at number 3 in Canada's best managed brands, while Air
Canada bottomed out in last place. "Respondents ranked companies based on a number of criteria
relating to delivery of brand promise including consumer focus, customer service, brand values,
reliability, consistency, value, trustworthiness and respect" (par3 Best Managed Brands). The
interesting part of this survey, is that by having consumers respond to these criteria, the companies'
brands are judged not by how much value the consumer sees in the product and service they are
purchasing, and not just the popularity or commonplace the brand may ... Show more content on
Helpwriting.net ...
<li> We take our jobs seriously, but not ourselves.
<li> We embrace change and innovation.
<li> We are friendly and caring toward our people and our customers, and we treat everyone with
respect.
<li> We provide our people with the training and tools they need to do their job.
<li> We celebrate our success.
<li> We personify the hardworking "can do" attitude.
<li> We are honest, open and keep our commitments.
<li> We are team WestJet.
</ul> (sec4 par13 Inside Out)
"When an employee encounters a situation where a colleague does something outside the values,
they hold up the card and draw his or her attention to it.," says Siobhan Vinish, director of
communications at WestJet in Calgary (sec4 par1 Inside Out). WestJet is one of the pioneers of this
concept in Canada. They differentiate themselves from other companies, who may also have mission
and vision statements, by setting values on which to live. "We recognize that people make the brand
of a company, and the way they are everyday makes the company successful," says Vinish. "We've
always known what we didn't want to be. And we've always known what we needed to do to be
different. We discovered there are a set of values that define what a good Westjetter is, and it grew
out of that" (sec4 par3 Inside Out).
Vinish tells us that a majority of WestJet's promotion and advertising is done internally rather than
externally, and

Essay on Frito Lay
Frito–Lay Company – Cracker Jack 1. Why has Borden Foods decided to sell Cracker Jack?
Borden Foods is in the process of divesting of snack and non–food products in order to focus efforts
and resources in growing their pasta and grain based meal segments. Borden management has also
recognized the value and equity in the heritage Cracker Jack brand. The Cracker Jack brand
currently (1996) sits in the number two position in terms of Ready–To–Eat (RTE) caramel popcorn
product category market share with approximately $192 million in retail sales. With increased
competition, Borden has unsuccessfully attempted to grow sales in the past five years, with the
introduction of new flavor offerings. The Cracker Jack brand offerings is comprised of ... Show
FL experience with a variety of promotional methods including sponsorship (potential opportunity
for individual box sales).CJ brand has been under marketed since 1992.
In market testing, consumers are unaware of CJ new product offerings.
CompetitionCJ is # 2 in RTE caramel popcorn market, with untapped potential identified by FL
teams.Competition is actively advertising consumers.Manufacturing & DistributionFL has strong
Domestic and International distribution channels and relationships.
FL has unique position to have involvement throughout the food production and distribution chain.
Borden is inefficient, only operating at 33 % capacity and CJ brand takes up 32% of space.
CJ has small # of representatives. Poor focus on CJ as it must compete for attention with offerings
across multiple product lines.
Ineffective distribution mix with 65 independent food brokers.Industry/Market StructureCJ has 97%
brand awareness and 95% among current consumers of caramel popcorn products.
CJ has maintained a positive, and consistent image since inception.
Recent growth opportunities in the low/no fat product offerings.Rising material costs FinanceFL
demonstrated financial strength with $1.63 billion operating profit and $9.68 billion in net sales.
Annual growth rate of 13% between 1991–1996.Borden continues to integrate regular price
increases to maintain profitability

Strategic Brand Management And Integrated Marketing...
Preliminary Brand Audit
EA Engineering, Science & Technology, Inc. PBC
Prepared for
MKT 654 – Strategic Brand Management and Integrated Marketing Communications
Professor: Jim Wills
University of Hawaiʻi at Mānoa Shidler School of Business
Prepared by
Group #4: Crystal Souza, Phil Potter, Amy Shiroma & Tanya Tarampi
June 2015 TABLE OF CONTENTS
Page
LIST OF FIGURES iii
LIST OF TABLES iii
1. Introduction 1
1.1 WHY PROFESSIONAL SERVICE FIRMS (PSF) ARE DIFFERENT 2
1.2 BACKGROUND AND HISTORY OF EA 2
2. Brand Inventory 4
2.1 NAMES 4
2.2 LOGOS & SYMBOLS 4
2.3 SLOGANS AND OTHER TRADEMARKS 6
2.4 INTERNAL BRANDING 6
2.5 INHERENT CHARACTERISTICS OF THE BRAND 8
2.6 COMMUNICATIONS & ADVERTISING 9
2.7 SUSTAINABILITY, PHILANTHOPIC AND OUTREACH INITIATIVES 13
2.8 SECONDARY ASSOCIATIONS 14
3. Brand Exploratory Best Practices 15

4. Conclusions & Recommendations 17
5. References 20
LIST OF FIGURES
Number Title Page
1 Four Key Parts of a PSF Brand 1
2 Transformation of the EA Logo 5
3 Sustainability Logos 5
4 Screenshot of Company Intranet (InsideEA) 7
5 EA's LEED Platinum Headquarters 9
6 Evolution of the EA Website Homepage 11
7 Press Releases on the EA Homepage 13
8 Conferences and Events 13
9 Types of Secondary Associations 14
10 Ship in a Harbor Analogy 17
11 Building Value Cathedrals 19
1. Introduction
DO PLAGUERISM CHECK. WATCH FOR TENSE (OUR vs EA's)
The purpose of this paper is to provide a high–level summary of best

What Is Samsung Brand Management
NAME:Mahrukh khan MAJOR:Media Studies Semester 1 SUBJECT : Brand Management
TEACHER: Miss Mahwash Manzoor Q–List five to six of your favourite brands and explain why
they are superior. Define Strategic brand management and how do you relate it to other fields of
study. 1–Samsung : Samsung mobile company is really old company. Samsung has launched various
products like mobiles , tablets , TV , washing machines and many more products. Samsung is a
Company which is going great as compare to others companies. Quality of Samsung products are
really good as compare to other companies product. Products

Brand Management Of Apple Company
BRAND MANAGEMENT
Submitted BY:
Name– MUKUL VERMA (BBA 2014–2017)
Roll No. – 19
Faculty Guide Name– RAJESH KUMAR YADAV
Student Name – MUKUL VERMA
Enrollment No. – A3906414167
Course & Batch – BBA 2014–2017
Amity School of Business, NOIDA
Amity University– Uttar Pradesh Executive Summary
The topic is Brand Management. Brand Management is basically related to the brand of a particular
company or product. In this report, a brief introduction of brand management is given through
which some of the important aspects of brand management will come to light. Brand Management
mainly deals with the betterment and keeping a balance between the brand and the company. Brand
is one of the most important aspects of a company & that is why it is ... Show more content on
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Introduction
Brand management is basically a plan to uplift and to promote the respected brand in the market. It
is necessary to build a good brand among several competitors in the market because it leads to
development of a relationship with the target market. Target market is a very essential as well as
crucial aspect for a company as it decides the overall growth of the company. Brand management is
a broad concept and it has its own elements that actually give a meaning to it. Without these
elements, a brand cannot exist. These elements are – brand name, brand logo, packaging, character
etc.
These are some of the most important elements of brand management and they have a direct impact
on the functioning of the company as well as on the brand itself. Brand management seeks to build
an emotional connectivity with the consumer by managing the tangible and intangible characteristics
of brand.
Brand

Analysis Of The Strategic Execution : Strong Branding
Analysis of the Strategic Execution Strong Branding Under Armour has successfully built upon its
authentic brand and expanded its presence into a number of product categories. The company
currently markets "apparel, footwear, and accessories" for all age categories and income segments
that suit diverse tastes and weather conditions with the focus on the improved performance
(Thompson, 2012). Since the first years of its operation, Under Armour has been working on
increasing the brand awareness by placing the logo on all sports equipment and getting "broad
exposure at live sporting events, as well as on television, in magazines, and on a wide variety of
Internet sites" (Thompson, 2012). The company's brand positions are reinforced by its ... Show more
content on Helpwriting.net ...
The e–commerce website is a relatively new initiative, launched only in December 2012. In early
2014, the e–commerce sales made about 9% of sales with the goal to grow "to around 25% in the
future" (Singh, 2014). As the website features most of the products presented in the physical stores,
e–commerce is expected to turn into a great conversion tool, in general, and in the international
market, in particular. Product Innovations and Product Management From the original compression
shirt to the more recent product lines such as UA Storm, Charged Cotton®, and UA ColdGear®
Infrared platforms, the company aimed to provide the most cutting–edge solutions for athletes and
subsequently more customer segments ("The 2014 Annual Report," 2015). Importantly, the product
innovations are consumer–facing; they are supported by consistent communication, which enhances
the mutual understanding and contributes to the high perception of the Under Armour products'
quality among the customers. The company collaborates with customers, suppliers, athletes, and
other stakeholders in order to identify, test, and develop new products in line with the latest trends
and customers' needs. Under Armour relies on vendors around the world to manufacture its products
and strives to maintain the highest quality and sustainability standards. Due to the high complexity
of the business, the company is facing problems

Brand Management: Boost Juice
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 people are involved in the product stores with their ownership and
shared similar ideas like the founders, the formula will not be a success and so to share the energy,
enthusiasm success and rewards ,people had to passionate about this. This is ... Show more content
on Helpwriting.net ...
Boost juice brand audit:
The current marketing profile of Boost juice is to manage the brand so effectively created. The
image of boost juice in the market is very high. The impact it has created in the minds of consumers
and competitors is so clearly marked that it has been able to rise itself above the marketplace and
position itself in the minds of the customers. The brand communications have also been promising
and have fulfilled all those messages which it has committed itself to. This has been the greatest
source of equity. The awareness that boost juice has created has put off all other competitors far
behind and hence it is the industry leader. The brand is instantly recognizable by its distinct
packaging, flavor and inimitable appeal. It is relevant as a healthy juice bar while competitors have
not been able to carve that niche. People prefer this to other juice sticks. Boost juice has returning
customers the greatest asset that any organization would want and aspire for. It enjoys a lion's share
of market for juice bars and though sold at price premium it commands the respect due to it.
The Brand structure of Boost juice is the entire family of products sold by it. The word Boost juice
is enough for people to recall the products associated with this name. The style and flavors are
peculiar to it. It

Marketing Brand Management : Case Study Essay
MARKETING BRAND MANAGEMENT ASSESMENT 1– CRITICAL ESSAY FISHER &
PAYKEL Fisher & Paykel back heritage back to the 1930s with the design of complete products
under license. Originally force recognized by the founder of the society in which they convinced the
plan is challenging and predictable electrical device manufacturing system. Fisher & Paykel taking
place in New Zealand when Bickle olive ask your husband to enter a new device – a refrigerator,
which had been witnessed in the home of American women. With the achievement of refrigerators
Crosley, and washing machines made by Kelvinator speed with which followed. Based on the
import of equipment from the United States, and the company – which is now led by Maurice
Paykel olive son and his son–in–law and Wolf Fisher – is growing rapidly until the New Zealand
government banned the import of products made right man for the currency being such short
contribute in 1938. Fisher & Paykel response to the decision to change the whole approach. The
government continues to allow the parts to be imported, so I decided Wolf and Morris to create an
industrial unit and begin to assemble the hardware under the approved companies such as
Kelvinator. While this is fine, so the equipment under license, economies of scale Fisher & Paykel to
build was limited, so look for a way to produce point difference it became necessary. The answer
was aware of. Through the development of synthetic coatings and insulation using polyurethane
foam

Four Key Concepts Of Brand Management: Elements Of Brand...
According to Rohan Agarwal Brand Management, elements of branding are studied under following
four key concepts:
1. Brand identity.
2. Brand image.
3. Brand position.
4. Brand equity.
2.1.3.1. Brand Identity:
Aaker defines brand identity as "a unique set of brand associations that the brand strategist aspires to
create or maintain. These associations represent what the brand stands for and imply a promise to
customers from the organization members".
Brand identity can be said to be an insider's perception of the brand manager's decisions of what he
wants to communicate to its actual and potential customers. However, in a long while, a product's
brand identity may require, generating new attributes from consumer's perceptions and not
necessarily from the company's marketing communication it provide ... Show more content on
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Brand Image:
Brand image echoes the perceptions that customers have about a brand of product or service. Brand
image sums up the total impression created brand in the minds of the target market or consumers. It
is based on the concept that consumers do not only buy a product but also the bundle of associations
it comes with, such as; wealth, power, sophistication, and others.
Brand image can be toughened by the use of brand communications such as; packaging, customer
service, promotion, advertising, word–of–mouth and many others. A brand image can either lead a
brand upwards or downwards. Alexander proposed that types of brand associations can be hard and
soft and brand images consist of three elements: image of provider, image of product and image of
user.
Brand images are mostly induced by questioning consumers on the first words or images that comes
into mind when a particular brand of product is mentioned. In the case where the responses to the
questions are similar and quick, and also describe the product or service in some way, the image of
the brand can be seen as strong but when the opposite happens, then the brand is weak.
2.1.3.3. Brand

Harley Davidsen Brand Management Mba Case Study
HARLEY–DAVIDSON HOG
CASE STUDY
Introduction After near extinction Harley–Davidson has become one of the premier motorcycle
manufacturers and distributors in the world. A primary driver in this success has been their attention
to building the Harley–Davidson brand with attention to customer loyalty, specifically with the
creation of a brand community of customers – the Harley Owners Group (HOG). Through HOG
they have been able to connect with customers at the grass–roots level. Their sponsorship of
regional and national HOG events has provided them with one–on–one access to their customers,
resulting in strong, favorable, and unique associations for the Harley–Davidson brand. In this case
study we will address several key ... Show more content on Helpwriting.net ...
Seeing a diverse group of riders – old and young, male and female – the Posse Riders project an
open, inclusive image for Harley.
While the visual promotional effect of the Posse Rides should be exploited as much as possible,
commercializing them should be avoided. The Posse participants are Harley 's best customers and
this event should be an opportunity to reward them, not exploit them. The indirect benefits, such as
building brand awareness and loyalty, are much more important than short–term sales. Given the
wide differences in income, raising prices and/or offering special amenities for additional costs, will
simply drive off working class participants that blow their annual wad on one rally. This would
change the nature of the Posse from an open, inclusive group to a rich, closed one.
The Posse Rides should also continue to maintain their exclusivity. If everyone can get a Posse T–
shirt because of merchandising they will not be worth having to real Posse Riders. Keeping the
number of participants small also adds to the feeling of exclusivity, as well as only having a Posse
Rides no more than once a year. This should also help to maintain a feeling of spontaneity that is
missing from regional HOG events.
Next Steps/Recommendations to Maximize Effectiveness and Profitability
Given that we believe that The Posse Ride should continue, we feel there are several things that

Real Madrid Brand Management
This assignment analyses how Real Madrid went from a local to global organization and turned into
one of the most well known football clubs in the world by leveraging its brand equity and
implementing successful marketing programmes throughout the world.
Real Madrid was ranked the richest football club in the world in 2009–10, according to Delloitte
Football Club Annual Report with €438.6m in revenue. (Goal.com, 2011) 1) Brand values and
positioning
Brand awareness
For the first 100 years of its story, Real Madrid created a reputation around Europe by winning a
sequence of titles in the beginning of the European competition.
Since the beginning of 2000's when a new strategy was implemented, the club increased its brand
awareness ... Show more content on Helpwriting.net ...
Although there are critics to the efficiency of the Galacticos strategy, Real Madrid benefited from
increased brand awareness worldwide.
Real Madrid explored the tangible assets of the brand in order to turn it global:
Game results: to achieve Real Madrid's vision to be the best in the world, the club hired the best
football players, e.g. by bringing the "Galacticos" which also enabled the team to borrow the
player's image and gave endorsement to the brand.
Merchandising: the production of sports items, clothing and other items has the intention of
extending the contacts with the fans not only to the football game but also into other situations of
their life by selling them clothing and items to be used in other situations. According to (Quelch et
all, 2007), the strategy was to increase the percentage of revenue coming from merchandising.
Corporate sponsors: a beneficial relationship for both parties, the increasing awareness coming from
the efficient marketing programme from Real Madrid allows a greater financial return and also the
possibility to reach the consumers of its sponsors as well. The main sponsors are both in the sports
arena, which allows the club to expand its image without over–stretching; eg. Bwin sport betting
platform; and Adidas, an experienced brand in the sports scene.
Other sports brands
People
Things
Places
Adidas & Bwin
Galacticos
Cristiano Ronaldo

Figure 3. Secondary leveraging through associations with people and

Uniqlo Assessment Presentation and Project Report...
Introduction UNIQLO was a Japanese apparel brand under UNIQLO Co., Ltd established in 1974.
They offered "MADE FOR ALL" high quality causal wear at competitive price. The firm had earned
a huge success and high reputation. They were starting online businesses in 2000 and stepped
forward outside Japan, in 2001 opening their first oversea outlets in London UK. As international
brand, UNIQLO set up their design studio for own products development next year. As of August
2011, UNIQLO international had 181 stores including China, Taiwan, Hong Kong, Korea,
Singapore, Malaysia, UK, USA, France and Russia, Japan had 843 stores, totally 1,024 stores in
worldwide. There are at least 5 major factors of macro–environment that will impact the apparel ...
Show more content on Helpwriting.net ...
They began collecting fleece items in 2001 and expanded the All–Product Recycling Initiative plan
in 2006. The details of the initiative are as follows: Customers purchase UNIQLO products;
products are enjoyed, valued and worn for a long time. Clothes are returned to UNIQLO Japan
stores, items collected through February 2011 approximately 9.7 million. Collected items are
separated into wearable and unwearable clothing. About 10% unwearable clothing are converted
into fuel for generating electricity or recycled into industrial fiber. Wearable items about 90%
separated into categories. UNIQLO's staffs directly participate in distributing clothing & deliver to
refuges camps. In the past 5 years, UNIQLO has delivered 4.3 million pieces of clothing to refugees,
and others people in need in 22 countries around the world. This initiative starting in Japan, the
program has spread to South Korea, France, the UK & the USA. Plan to roll out in all countries
where UNIQLO stores are present. Conclusion UNIQLO aims to be a biggest SPA (Specialty store
retailer of Private label Apparel), Acceleration in new store openings mainly in Asian region and
enhance the promotion. They expand the women line of apparel in business and continue for
"MADE FOR ALL" apparel policy to develop and produce high quality and speciality products. For
pricing, UNIQLO will expand the production in other

Case Study: Balancing Strategy And Environmental...
Balancing Strategy and Environmental Sustainability: Kimpton Hotels.
As the new manager, I came to the conclusion that Kimpton Hotels is the growing business. All the
growing businesses can risk taking the decisions at the drop of a hat usually associated with a lower
quality of services. Implementation of change requires vision from the front–line managers and the
inspiration from the staff. Each Kimpton Hotel has a unique culture to support the organic and
sustainable growth.
The purpose of this report is to provide the organized framework to the Earth Care Project phases
2&3 to keep the process on an even keel and to maintain the continuous improvement process
through excellence and the environmental sustainability.
Kimpton Hotels & the ... Show more content on Helpwriting.net ...
The sustainable businesses are the trusted and the transparent business that appeal to the wider
stakeholders and the investors. On the other hand, the environmental sustainability has a correlation
with the esteem of the brand. The talent pool plays the crucial role in the success of the project, and
the company needs the employees with the personal vision in addition to the soft skills. So the
formula of the Earth Care Project can look as follows ('Phase 2' = 'talent pool and coach'+ 'new
sustainable goals'+ 'continuous improvement'). Phase 3: ('Phase 3' = 'CBO, CIO' + 'sustainable
building materials, labor, and appliances '+'brand management'+ 'the investors' website'+
'fundraising') →('preparation to acquisition by the larger chain of

Brand Management in Automobile Industry
Brand Management in Automobile Industry
Literature Review
Mr. Bentley? He builds fast trucks.
Ettore Bugatti[1]
Peter Drucker, who is claimed to be "the greatest management thinker of the last century"[2], once
declared: "The automotive industry is an industry of industries"[3]. The automobile industry exists
for more than a century and tracing the changes and development that took place there could tell
volumes about the human history. In some way automotive industry reflects it, but if one looks
deeper into it one could notice that in some way the industry itself formed the history of the 20th
century. Though the industry is market driven now, it was not always like that. The example of
Henry Ford producing just one car model with ... Show more content on Helpwriting.net ...
In her interview she states that nowadays companies consider the vehicle design to be the essence of
the brand's personality and stress their attention on it. Top Management of Automotive Companies
understand that the design has a great influence on the perceived quality of the product, i.e. whether
the customer will or will not love the car at a first glance. Anne, as all other authors, states that
brand management should not be narrowed into a certain department and that every department of a
company makes its own contribution to the development of the brand, starting from marketing and
finishing with the delivery service. Her opinion is absolutely the same with the opinion of Philip
Kotler in his book "Marketing Insights". Besides that, similarly to Ms. Asensio he considers that:
"great brands present emotional benefits, not just rational benefits"[7]. Deiter Becker in his
presentation "Trends and Challenges in Automotive Industry"[8] touches upon the brand
management only indirectly. Nevertheless, his presentation in some way unites the point of views of
the previous articles, since he mentioned the importance of brand specific customer service and the
design. The last article – "Building Brand Loyalty by Improving Customer Experience" written by
Clive Meakins and Sijith Abraham[9] is focusing on the importance of CRM in brand management.
They base

Strategic Brand Concept Image Management
Strategic Brand Concept–Image Management Author(s): C. Whan Park, Bernard J. Jaworski,
Deborah J. Maclnnis Source: The Journal of Marketing, Vol. 50, No. 4 (Oct., 1986), pp. 135–145
Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251291 .
Accessed: 05/05/2011 16:31
Your use of the JSTOR archive indicates your acceptance of JSTOR 's Terms and Conditions of Use,
available at . http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR 's Terms and
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download an entire issue of a journal or multiple copies of articles, and you may use content in the
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Finally, a brandimage is not simply a perceptual phenomenonaffected by the firm 's
communicaconsumers tion activitiesalone. It is the understanding activities enof brand–related
derive from the total set gaged in by the firm. Thus, unless effects on the brand of image also are
considered,the implementation PLC in long–runmarketperstrategiesmay cause a decline formance.
Positioning/repositioning strategies, though inthe corporating notion of image (and indirectlysales),
do not typically indicate how the image can be managed over time. Instead, short–term, market–
driven factors such as currentconsumer needs and competitors are used as a basis for managingthe
brand 'simage/position (Aaker and Shansby 1982; Arabie et al. 1981; Keon 1983; Trout and Ries
1979; Urban and
Journal of Marketing Vol. 50 (October 1986), 135–145.
Brand / Management 135 Concept–Image Strategic
Hauser 1980; Wind 1982). Because both positioning and repositioningdecisions are based on
currentconditions, they are not strategicallyoriented. The purpose of our article is to provide a
longterm frameworkfor managing the image over time. Managingthe image over time necessitates
the coordinationof communicationactivities with other salesinducing activities. We propose a
normative framework that allows for such coordination.The proposed
termedbrandconceptmanagement framework, (BCM), is defined

Brand Management Case Study: Starbucks
1. From a brand management perspective, what do you believe Starbucks' problems are? Why?
I believe Starbucks is dealing with problems such as raising competition from fast food chains. Also,
Starbucks is falling behind in terms of breakfast menu to their competitors such as McDonalds and
Dunkin' Donuts. Many of these fast food chains do product bundling, meaning they create set menus
that allow consumers to purchase a meal with drink. Not only this method is cheaper for producers,
but also as fast food chains are known as low–priced competitors, Starbucks seem to have hard time
in competing price wise.
2. What are Starbucks' points of parity and difference to fast food chains who offer coffee?
There are three kind of points of parity which ... Show more content on Helpwriting.net ...
This is also the stage where consumers form imaginary associations both directly (own experience)
and indirectly (ads, other people, etc). We could emphasize our history to prove that we are one of
the successful long running coffee business in the market and that our high quality coffee has been
serving the market since 1971. We should also emphasize brand personality and values by creating a
wonderful and convenient atmosphere at our shops. Our cashiers and baristas should be able to
create a warm environment that make consumers want to go back to our

Brand Management
Case Study Answers:
1. Brands they use
a) Think about the life stories of our three informants and the quotes regarding the brands they use
.Is it appropriate to say that these consumers have formed relationships with the brands they know
and use? In what ways yes, in what ways no?
Answer:
Jean:
She has formed relationships with the following brands: a. Revere Ware: Best stainless steel pot she
has ever bought because the spaghetti sauce she cooks doesn't burn in it and stick to the bottom; she
bought one for her daughter too. b. Pastene Tomatoes: The best "Kitchen Ready" canned tomatoes
she has ever used because they taste the best; the tomatoes are perfect, nice and ripe. c. Philip Berio:
It is the best because it ... Show more content on Helpwriting.net ...
b. Success Rice: It is the only kind of rice Karen prefers as it serves the purpose of a quick meal (it
is ready in 5 minutes) and fits into Karen's hectic schedule. c. Mary Kay: The brand is responsible
for how her skin looks (young); she has deep feelings for the brand and over time she appreciated
the product more and went onto depend on the brand. d. Dove: One–Quarter Cleansing soap; she has
a positive frame of mind for the soap and doesn't mind buying it even when it is more expensive
than other soaps. e. Gatorade: The use of the brand started with Karen's children; slowly she began
using it herself (after her workout) and now she is very loyal to the brand. f. Reebok: She uses shoes
to do her daily running routine in the morning; she is very emotional about the brand as she goes
through so much wearing those shoes. g. Coke: Despite their being a healthier variant in the form of
Diet Coke Karen prefers the original coke as she is a big fan of the brand and is fit enough to drink
those extra calories and not be worried about weight gain.
She has not formed relationships with the following brands: a. Ajax: She hates the brand and prefers
Comet over it. b. Apple: She feels she is definitely not an Apple enthusiast. c. Estee Lauder: She
uses the brand but doesn't have affinity

Colgate Palmolive
Case 3.3
Colgate–Palmolive: Cleopatra in Quebec? Johansson – Pages 325 to 334
The Canadian launch extravaganza in February 1986 began with cocktails served by hostesses
dressed like Cleopatra, the queen of ancient Egypt. Then followed a gala dinner with a dramatic,
multimedia presentation of the new brand, ending with the award–winning commercial and these
words:
Today the memory comes alive, a new shape rises up, a new texture, a new standard of beauty care
worthy of the name it bears, Today the memory frozen in ancient stones comes alive... Cleopatra.
Each of the retailer guests had received an exclusive, golden, three dimensional pyramid invitation
to the launch, and expectations were high. The retailers were ... Show more content on
Helpwriting.net ...
The research confirmed the feelings of Boyd, and most of the marketing team in Toronto that
Cleopatra could indeed be a winner. Immediately, plans were made for an early launch the following
year. The Canadian marketing team was determined not to allow Cleopatra to go to war with all the
other brands. They felt something had to be done to reverse the negative profit trends that had been
brewing in the industry for some time. This was the ideal opportunity. They would position
Cleopatra as the premium–quality, premium–priced soap and differentiate it from all the others.
They wanted to avoid having a price war at all costs.
SOME BACKGROUND ON COLGATE–PALMOLIVE CANADA
Colgate–Palmolive, a multinational consumer package goods corporation operating in 58 countries,
marketed a variety of personal care and household products worldwide. With annual sales of $5.7
billion, many of its brands were global leaders. For example, Colgate toothpaste was number one
and Palmolive soap was number two in the world in their respective markets. The Canadian
subsidiary opened its doors in 1912, and since then had grown into a $250–million–a–year
corporation. Together with two competitors, Procter & Gamble and Lever (both $1–billion
subsidiaries of their parent companies), they dominated the aggressive and innovative personal care
and household market sectors in Canada. Colgate–Palmolive Canada

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