Marketing Methods Of Coca Cola

Marketing Methods Of Coca Cola
In this report, I will be discussing how businesses gain a competitive advantage through the use of
various marketing methods.
Marketing is the controlling process that recognises, anticipates and gratifies consumer desires
profitably.
Coca–Cola is globally recognized drink corporation and manufacturer. The company is best known
for its flagship product 'Coca–Cola' which over the years has evolved in order to keep up with the
latest consumer trends and demands. Coca–Cola strategically reinvents to respond to the marketing
itself. Often criticized for its lack of diligence in maintaining a tagline, changing with the times is a
part of the company's strategy. Not every brand needs to reinvent themselves as frequently as Coca–
Cola does, but ... Show more content on Helpwriting.net ...
By considering ways to grow via existing products and new products, and in exisiting markets and
new markets. The Ansoff Matrix is comprised of four product–market combinations which are as
follows:
Market Penetration
Product Development
Market Development
Diversification
Coca–Cola Ansoff Matrix
Market Penetration
Market penetration is when a firm pursues to attain growth with current products in their present
market segments, aiming to increase its market share. An example of this with Coca–Cola is their
'Share a coke' scheme. In 2013, Coca–Cola replaced its iconic brand name with 150 common names
e.g. Dan, Laura. The aim of this campaign is to encourage consumers to go out to stores and find
their name on a bottle and to 'share a coke' with their friends, family and loved ones.
Product Development
Product development is when a firm seeks to gain growth by targeting its existing products to new
market segments. An example of this with Coca–Cola is vanilla coke. Having had a successful
launch in America, Coca Cola decided to launch its new Vanilla flavoured version in Great Britain.
Prior to doing so, Coca Cola carried out taste tests and developed the graphical 'look' of the Diet
Coke brand. When they did this, they took great care to incorporate aspects of the Coca Cola brand,
but still differentiating it so consumers would see it as an alternative to Coke.
Market Development
Market development is when a
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Corporate Identity, Corporate Branding And Corporate...
Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations:
Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048–1063.
This article will be utilized to assist managers in aligning and optimizing brand and reputation,
while academics will be able to use this framework for future empirical research. IT focuses on
defining, reconciling and depicting corporate reputation among other constructs in a framework that
assess the dimensions of corporate reputation and shows the inter–relatedness between corporate
reputation and corporate identity as well as corporate brand. The authors of this article are Russell
Abratt and Nicola Kleyn who between them have three degrees in differing ... Show more content
on Helpwriting.net ...
All three authors of this article are either PhDs or PhD students. They have backgrounds in
corporate social responsibility, human resource development, and economic development. All three
have multiple articles published in international and well–recognized journals. Additionally, Ali has
also presented his findings in various international research conferences. These qualifications make
the authors eligible to report on their findings in regards to corporate reputation and employee
engagement. This source will offer arguments for the benefits of corporate responsibility and will
offer research in regards to its effect on productivity. This main critique with this source is its
narrow span of inclusion. As this data set may encompass the banking sector, it is not tough to
correlate these finding with other public business sectors. The finding s must be considered in
regards to the inclusion criteria when analyzing the findings. This research will provide content in
regards to corporate reputation and employee productivity. This will allow from a differing
perspective then the outside stakeholders and general public. This research turns the equation around
and assesses how a good reputation affects the behaviors of those within the organization.
Balleisen, E. J., Clarke, S., Karpoff, J. M., Macey, J., Harris, R., & Chapin, C. F. (2013). Corporate
reputation roundtable. Business History Review,

Company Analysis And Competencies And Capabilities Of Your...
1. Industry Analysis and competencies and capabilities of your BT company
British Telecom, a holding company founded in 1969, is a major provider of telecommunication
services in the United Kingdom that operates around 170 nations globally. It is the UK's leader
higher–value broadband Internet provider, located on London and New York Stock Exchange, which
itself consists mainly of four lines of business: BT Retail, BT Wholesale, BT Global Services and
BT Open world. By launching its own mobile network called BT Cellnet, the company was the first
mobile service in this country. It supplies telecommunication services to government and corporate
customers globally with operating more than 28 million UK telephone lines. Nowadays, it is one of
the most recognizable and powerful brands in the UK (Btplc.com, 2016).
Strengths:
Supply chain that is helpful in getting the right resources from suppliers and later deliver them to
customers in a timely manner. This long–term positive impact is an additional value for BT Group
(Wikiwealth.com, 2016).
Asset Leverage permits BT Group to utilize their best operational assets in order to extend their
business and enhance their market share (Wikiwealth.com, 2016).
Weaknesses:
Online Presence is important for displaying information or selling different products. BT Company
does not have a good online presence, which results in lost opportunities (Wikiwealth.com, 2016).
Work Inefficiencies affect improper utilization of goods and services

The Role and Development of a Corporate Brand Personality...
In this essay I intend to assess the growing roll that corporate branding is playing in today's business
environment. This assessment will be based on three peer reviewed academic journal articles, core
texts and notes from the class.
Academic Journal Articles Reviewed:
Keller, K.L. (2006), 'The Importance of Corporate Brand Personality Traits to a Successful 21st
Century Business.' Journal of Brand Management. Vol. 14. Nos. 1/2, 74–81.
Reckom, J. V. (2006), 'Capturing the Essense of a Corporate Brand Personality: A Western Brand in
Eastern Europe.' Journal of Brand Management. Vol. 14. Nos. 1/2, 114–124.
Hulberg, J. (2006), 'Integrating Corporate Branding and Social Paradigms: A Literature Study.'
Journal of Brand Management. Vol. ... Show more content on Helpwriting.net ...
Well established relationships with complimentary external partners, suppliers, etc. also make a
company more agile by creating more intricate networks.
As mentioned before it is essential that the company has a good understanding of itself. The traits
described above should be used to portray the brand identity – 'A unique set of associations that the
brand strategist aspires to create or maintain. These associations represent what the brand should
stand for and imply a potential promise to customers' (All About Branding) – of the company.
However, the message a company wishes to deliver and how it is perceived by the consumer (brand
image) may be very different. Rekom et al. discuss the importance of the essence of the brand and
how consumer's 'naïve theories' may impact on the brand. According to Reckom et al.(2006) naïve
theories are the associations consumers have to organise and 'casually link the different
characteristics of the brand.' It is these casual links that form the corporate brand personality in the
mind of the consumer. Based of feedback the company receives from consumers, through market
research, it can see if its brand identity is inline with consumer perception. If it is not, then the
company will have to augment its marketing communications strategy to suit its consumers. This is
a very delicate area as diversifying too far from the brand identity may result in rejection from the
consumer. This is

The Marketing And Communications For Plaza Home Health...
The current marketing and communications for Plaza Home Health Services is in desperate need of
upgrades. Fortunately, the owners now have the needed income to make identity improvements.
This is important because (Fortenberry 2010) whenever an infusion of resources occurs such as
more prosperous periods, healthcare marketers must comprehensively review their identity
management efforts to determine the most productive methods for utilizing these funds to affect the
greatest identity gains in the marketplace. (p.60)
The logo for Plaza Home Health Services is of poor quality. Consequently, the poorly designed logo
has caused a domino effect of poorly designed marketing communications such as their business
cards, brochures, and the signage located on the front of the building. To achieve identity, it is
important that their logo is in line with their target audience. According to Fortenberry, (2010)
identity is achieved through branding activities, with such activities generating logos, product
names, slogans, jingles, product packaging, building signage, and related identity vehicles for
conveying desired images to target audiences. (p.56) Mangin (2014) states that successful healthcare
branding requires a solid, organized commitment to delivering unique standards of consistency
through the institution 's products and services. In addition, a healthcare organization (HCO) must
differentiate itself from the competition or risk the chance of becoming a commodity, where

Personal Statement : Personal Branding Essay
Personal branding is a concept that is geared for all people. It is not just for famous people. Suze
Orman started off like a normal person, but now she carries a strong name brand. A simple person
who wants to be successful and start branding their name. Years later, they may become a normal
brand name in someone household. The high increase in online searches and social media platform,
personal branding, is relevant. According to Cohen (2014), personal branding is a necessity and
marketers need to learn to understand branding. Cohen (2014) stated personal branding is required
to establishing a good reputation with the consumers, with a good reputation that will be credibility,
and personal branding is about enhancing longevity. This paper will discuss what is needed in
personal branding to be successful and why personal branding is important.
Literature Review
Aaker (1996) states brand is a product, an organization, and a symbol. This is where individuals
differentiate themselves and stand out by having a unique value. A personal brand is the actual
perception of others. When a person creates a personal brand, then they will stand out easily.
When consumers hear the word personal branding, they will automatically associated personal
branding with corporate branding (Gail (2010), When a company has established a good reputation
and have endurance longevity, customers will keep that company on their mind and not concern
with a particular product. For

Corporate Branding is Essential for Today's Competative...
In this competitive world, nothing is as certain as uncertainty and nothing are as sustained as change
for any businesses. Strategy building is not as simple as possible for companies and the ground rules
for competition have shifted from predictable markets or stable product range to more dynamic and
globalized ways. The traditional perceptions and applications of branding has been fully dominated
by a product mindset. But changes in the modern era and huge technological developments laid
difficulties in managing realistic product differentiation in the face of duplication and
homogenization of products and services. Changes in the attitudes and mindsets of the customers are
also making markets more complex and competitive in nature. ... Show more content on
Helpwriting.net ...
Accordingly, Hatch and Schultz conceptualized corporate branding in following ways: (a) alignment
between origin and day–to–day activities of the business (organizational culture); (b) where the
organization aspires to go (strategic vision); (c) all nested in perceptions of who the organization is
(identity). (Schultz et al. 2005, p. 24)
Based in 'who we are as an organization', a corporate branding focuses on developing the distinctive
features of the organization through managerial and organizational processes. These processes
endeavor to express who the company is as an organization and demonstrate how it is different
compared with its competitors, all the while making this difference relevant and engaging to its
stakeholders. With this said, it is clear that corporate branding is influenced by other disciplines like
organizational theories, Strategies etc, and considered CB as cross–disciplinary in nature.
Most of the previous studies are carried by marketing scholars since branding is an extract of
marketing discipline, conceptualization of product branding is purely outside–in thinking and
stakeholders are consumers and customers only. The paper tries to describe the movement towards
corporate branding from product branding and can be best quoted as 'shift from classic branding to
corporate branding'. Furthermore, branding literature argues that CB

Security Capital Pacific Trust: A Case for Branding
brand management
Assignment 1
Security Capital Pacific Trust: A Case for Branding
March 31, 2009
Dr. Berk Ataman
Erasmus University Rotterdam
CASE: Security captical Pacific trust
1. The lack of branding in SCPT? There are several reasons that explain the traditional lack of
branding in the real estate industry. One of the most important reasons is that the real estate industry
has been seen as a commodity business for hundreds of years; the main focus was on the property '
and so the product was considered as a tangible aspect only ' not about the customer. E.g. SCPT did
not even know who its customers were (Fournier & Thorp, 2001). There was almost no information
on their key customer segments, the key drivers ... Show more content on Helpwriting.net ...
Therefore, there is no platform to operate from and a translation to one corporate branding strategy
cannot be made. This can be supported by the fact that the awareness of services is very low (9%)
before leasing an apartment. With regard to SCPT, the investment company and consumer services
are merged under one roof nowadays.
2. Steps that SCPT should follow to brand.
As concluded in the case, there is a significant potential in focusing on customer's needs, the third C
in the triangle of Company, Competitor and Customer. In doing so, SCTP can build customer–based
brand equity (Keller, 2001). Keller (2001) provides a four steps–model to build a strong brand that
customers like to relate to.
Step 1. Identity, who are you?
(Potential) customers should think of SCPT at the right time and at the right place, and also very
easily (depth) and often (breath). The merger between SCPT Reality and SCG Reality Services can
be used to create brand identity. Through, the merger SCPT offers both property and customer
services. Although both aspects are not considered as one, they can reinforce each other. Through
this vertical extension of product portfolio it became more easy to think of the brand (breath) so
customers will think of it more often (depth). This should be increased and hold on to. Further it is

important for SCPT to profit from this and make (potential) customers think of them at the right
time and in

Rosewood Case
Rosewood Hotels & Resorts: Branding to increase profitability and lifetime value
BACKGROUND
Rosewood Hotels and Resorts is a private hotel management company established in 1979 by the
Caroline Rose Hunt Trust Estate. It is a well known company in the luxury hotels market which
owns 17 iconic properties in 7 different countries
(http://www.rosewoodhotels.com/en/the_company/). The first hotel was The Mansion on Turtle
Creek in Dallas; afterwards the company expanded its "collection of unique properties" all over the
world by converting and repositioning existing sites and by building up brand new luxury hotels.
The distinctive feature of this collection is the so called "A sense of Place". In fact in a Rosewood
hotel every single ... Show more content on Helpwriting.net ...
The corporate branding strategy will create a sort of umbrella under which all the properties of the
company will fall, thus sharing the same quality level in the customer's perception. Moreover a
strong corporate brand will ease the company identification and potentially increase the number of
new guests through word of mouth, thus enabling the company to gain a bigger market share.
Nevertheless the implementation of such a strategy will necessarily involve big costs and a
structural change in the organization. Its culture, the way in which advertising is done, the facilities
and supplies in each resorts, the way in which management operates will have to be adapted to the
new branding strategy. Furthermore undertaking this action may let down some valuable customers
who are particularly affectionate to a resort and may be afraid that it will lose its unique and
individual features. Plus it might also disappoint some skilled hotel managers which may feel
threatened in their autonomy and potentially leave the company. Retraining the whole body of
employees to adapt to the new strategy may be expensive and time consuming as well.
CLV analysis
As far as the pure economic aspect of the decision concerns, the implementation of a corporate
branding strategy would increase the Customer Lifetime Value and therefore the profits of the
company, as calculated in the attached

Corporate Branding And Consumer Opinion
Corporate branding and consumer opinion Corporations need to sell their product if they want to
survive in the business industry. Consumers are aware of what they desire, dislike, and for the most
part make their choices accordingly. For those that cannot decide as easily, there are many choices
of different brands of the same product sold by different companies. When a corporation puts their
label or name on the product, it is called branding (Klein 778). That is the way of consumerism and
a way to make a product more tantalizing, is to think of extraordinary marketing concepts. This
essay will discuss corporate brands and the effect on consumers, then, the paper will examine the
concept of Neuromarketing. Corporations are not forcing anyone to use their product, but they are
trying to capitalize and make themselves a household name. There is an expression, 'keeping up
with the Jones or nowadays the Kardashians, and what that means is, the assumption would be that
someone is attempting to obtain the same type of lifestyle or the same objects as someone else.
Celebrities pay substantial amounts of money for fashion and designer product and many of them
participate in campaign ads promoting different products. Celebrities make us think that if we
purchase these items, we could be like the rich and famous. Often corporations make you think that
if you buy their products, you can do and be better at life in general. For instance; the popular sports
drink Gatorade has a

The Importance Of Advertisement And Advertising
Advertisement and branding
Advertisement and branding are one of the marketing strategies most companies use to sell their
products to the world. Branding creates an image and a message that is passed to the consumers in
order to appeal to them and also enable them to remember the products. Therefore, advertisement is
a means of ensuring that the brand is conveyed to the consumers directly. Advertising is done
through various channels including social media, televisions, magazines, newspapers and currently,
most organizations prefer doing their advertisements through the internet: most potential consumers
are met online due to this technology era. This paper is a memo, targeting the staff members of a
company. The company is running an advertisement campaign for their new brand and therefore this
memo is entirely based on advertisement and branding, explaining to the staff why they should
understand the importance of this campaign, why advertisement is important in brand development
and suggestions of how the staff can help to develop the organization's brand.
Brand marketing campaigns need proper and adequate research for them to be successful. They
should be well thought out, with much focus and emphasis directed to the brand details and
execution, rather than focusing only on the brand ideas (Balmer et al., 2017). Therefore planning
advertisement campaigns begin by ensuring that the employees understand the brand, the campaign
details and their role in the development of

Nike: Nike Is The Power Of The Brand
is the "use of personalities" or, as extension of the strategy, "celebrity branding". It will be extremely
hard to picture Nike without thinking about Michael Jordan
2.2.2.1.2. Emotion branding
Kotler defines that the power of the brand is what resides in the mind of the consumer. Like Nike
transmits the image for passion for sport ("Just Do It!"), Adidas pushes you into challenges
("Impossible is Nothing"). As a result, people do not buy Nike, or Adidas, when they simply need a
pair of shoes. This happens because those brands sell feelings, and emotions play a powerful role in
customer's behaviour. In addition, Kotler also reports that modern consumers do not just buy
product, but they buy experiences. Similarly Mountain Dew attached the emotion of adventure or
thrill with it.
2.2.2.1.3. Social branding
Another excellent example of social branding comes from Puma. The German company, already
well–known for its ... Show more content on Helpwriting.net ...
Dialogue creates trust between the brand and the consumer as long as it is not used for deception.
The other benefit of engaging in dialogue with consumers is that the company has opportunity to
gain feedback on its activities and products, gain more detailed knowledge and insight about the
consumer groups that are attracted to the brand and products, this knowledge can be used effectively
in other contexts. Shift from mass media to social media has brought a fundamental shift in the
balance of power between the company and the consumer. Consumers now have the ability to create
content and have it consumed by anyone on the planet via blogs, YouTube, twitter, Facebook and
other social media platforms. When consumers relate their brand experiences, they shape the
perception of the brand for other consumers. If a company is not active on social media and does not
make its opinion and viewpoint available, then consumers will rely on third parties and award them
more

Rosewood Case
Rosewood Hotels & Resorts: Branding to increase profitability and lifetime value
BACKGROUND
Rosewood Hotels and Resorts is a private hotel management company established in 1979 by the
Caroline Rose Hunt Trust Estate. It is a well known company in the luxury hotels market which
owns 17 iconic properties in 7 different countries
(http://www.rosewoodhotels.com/en/the_company/). The first hotel was The Mansion on Turtle
Creek in Dallas; afterwards the company expanded its "collection of unique properties" all over the
world by converting and repositioning existing sites and by building up brand new luxury hotels.
The distinctive feature of this collection is the so called "A sense of Place". In fact in a Rosewood
hotel every single ... Show more content on Helpwriting.net ...
Nonetheless thanks to the implementation of a corporate branding strategy the customers will
immediately create a connection between the different properties of the company, thus extending
these benefits to the whole company. As a result in the end the name "Rosewood" will become a
status symbol and the value generated for the company will be greater than before. The customer
brand awareness and loyalty will now refer to the entire company and no longer to the single
property and I think this is particularly important in a luxury market. In fact the cost of a stay at a
luxury hotel can be quite high and customer may not be willing to pay such a high cost if they are
not aware of the quality of the service they are paying for. Therefore customers will probably keep
visiting a Rosewood resort they have already stayed at but they are likely to choose a more known
chain–like luxury hotel in case they need to find accommodation in another part of the world. On the
contrary if the customer is able to create a connection among all the different Rosewood properties,
he/she will perceive an equivalent quality throughout the resorts and know in advance that the
service is worth the price he/she is paying. As result the property–specific loyalty will turn into a
greater

Analysis Of The Company And The Industry Essay
REFLECTING ON BRAND RELEVANCE
(Name)
(Professor)
(Course)
(Institutional Affiliation)
(Date)
Summary of the Company and the Industry xxxx was founded in the year xxxx and is located in
xxxx. This company is owned by the xxxx. The company started small but now is one of the biggest
players in the hospitality industry. It has been largely successful due to its competitive strategies.
The main aim of this company is to maintain its brand by maintaining its reputation and the quality
of services it provides. The success of xxx revolves around its customers because their perception of
the company is what determines its success.
This company is in the hospitality industry which has a huge market growth. This company faces
stiff competition from other hotels in the market such as the xxxx, xxxx, among others. The
company also faces competition from other low cost guest houses which attracts customers by
providing cheap accommodation.
Ideas to share with management
A. Brand attribute and consumer motivation concept
In the modern marketing, companies and brands face a high level of competition in order to gain
new market shares and maintain their existing market shares. In order to make sure that this is a
success, marketing communication has become very crucial (MARTIN, 2003). The increase in
globalization has also made the marketing mix necessary in order for companies to succeed and
remain in business. The marketing mix consists of four components which are

Some Notes on Branding
I. INTRODUCTION
Branding is a plan for earning product reputation and for making sure that the world knows about it
and believes in it too.
"Branding is the process by which companies distinguish their product offerings from the
competition. Brands are created by creating a distinctive name, packaging and design." (Egan &
Thomas, 1998)
1st Brand name= Bass [beer], because British were the 1st with trademark registration.
Customers (particularly consumers) view a brand as an important part of a product and branding can
add value to a product. A brand can provide a guarantee of reliability and quality, in fact.
Ex. Chanel perfume bottle.
II. BRAND EQUITY
Brands vary in the amount of power and value they have in the market place. ... Show more content
 A manufacturer has four sponsorship options. It can launch the product as a:
A. Manufacturer's brand: A brand is created and owned by the producer of a product or service.
B. Private brand: A brand created and owned by a reseller of a product or service. e.g. Tesco Value,
Tesco Finest
 Increasing trend amongst supermarkets, department and discount stores.
 Hard to establish, costly to stock and promote.
 However, they can find manufacturers with excess capacity that will produce the private label at
low cost; hence higher profit margins, retailers can decide to stock them more and decide which
shelves they go on.
 As store brands improve in quality and as consumers gain confidence in their store chains, store
brands will continue to pose a challenge to manufacturer's brands.
C. Licensing: A product or service using a brand name offered by the brand owner to the licensee for
an agreed fee or royalty.
e.g. a lunchbox manufacturer pays Sesame Workshop to put Sesame Street characters on their
lunchboxes.
 Corporate brand licensing: The fastest growing form of licensing. A firm rents a corporate
trademark or logo made famous in one product or service category and uses in a related category.
e.g. Porsche sunglasses and accessories.
D. The practice of using the established brand names of two different companies on the same

product.
Kellogg & ConAgra co–branded Kellogg's

I. Tentative Title “The Relationship of Branding to the...
I. Tentative Title "The Relationship of Branding to the Opportunities in Financial Support for Arts
Centres in Singapore"
II. Introduction
Singapore is a thriving port for businesses and its arts sector is more dynamic now than ever before,
with arts organisations enjoying various degrees of success in the consumer market, as well as in
markets for sponsorship and donations, and government support. Even though the three main
sources of revenue may have come to an end, the number of arts organisations competing for
financial support is continuously rising. In view of marketing, one could say that the life cycle of the
arts sector has not only reached maturity, but is saturated; where supply exceeds demand by a wide
margin (Colbert ... Show more content on Helpwriting.net ...
The study will analyse three arts centres in Singapore, namely The Substation, Esplanade, and
Goodman Arts Centre.
III. Proposed Thesis Statement & Research Questions
The proposed study hypothesises that the role of branding can affect the financial strength of the arts
centres in Singapore. The study seeks to prove that there is relationship between the role of branding
and the opportunities in financial support for the growing number of arts centres in Singapore.
Financial support for the arts centres are likely to increase if branding strategy with careful
consideration is adopted. Through a review of recent literature covering the role of marketing (and
branding) in affecting the artistic products and arts organisations, the proposed study explores the
connection between the arts centres' financial strength and their brands constructed therein. With
particular emphasis on three arts centres in Singapore, namely The Substation, The Esplanade, and
Goodman Arts Centre, five research questions are included to support the thesis. The initial
investigation of the proposed study will attempt to 1) What is branding and its relationship with the
arts in Singapore?; 2) What are the identified arts centres in Singapore?; 3) Do brand extension
strategies for conventional goods and services succeed in the case of arts centres in Singapore? 4)
Which type of

How Different Are Branding Strategies in the...
HOW DIFFERENT ARE BRANDING STRATEGIES IN THE PHARMACEUTICAL INDUSTRY
VERSUS FAST MOVING CONSUMER GOODS?
Abstract
The objective of this paper is to analyse the branding strategies used currently in the pharmaceutical
industry and compare it to the best practices in Fast Moving Consumer goods. First the authors
review the differences in the way branding is defined and organised in
pharmaceuticals versus FMCG and identify why branding could be leveraged in the pharmaceutical
industry to help it return to strong growth in the future. Second, the authors analyse in detail what
branding The
strategies are currently used within pharmaceuticals and FMCG.
choice of brand names strategies, the level of brand globalisation, the use of ... Show more content
Branding, however, represents a new competitive advantage that could be leveraged by the industry,
in line with the success seen in the FMCG (fast moving consumer goods) area over the last two
decades. Branding strategies could then help to maximise return on investment for new products
whilst helping to alleviate the inevitable growth of generics in the future.
4
The objective of this paper is to first investigate what is the current branding situation in the
pharmaceutical industry and how it compares versus the FMCG experience; second develop a
rationale for branding; third to analyse how pharma's existing branding strategies differ versus
current best practise in the FMCG area e.g. in the choice of brand name strategies, global branding,
brand extension, co–branding and brand portfolio management and then finally to recommend
actions that could make a difference resulting from the lessons learned from successful FMCG
branding.
The current branding situation in the pharmaceutical industry
Brand definition

Traditionally when a pharmaceutical product is launched the product positioning is based on the
product licence i.e. its indications and the established efficacy, safety and tolerability seen in
registration clinical studies. Post launch studies then tend to lead to a broadening of the
indications, the development of new dosage forms and the strengthening of claims versus the
competition (Moss 2001).
In the

Real Estate Case Study: Security Captical Pacific Trust Essay
Real Estate Case Study: Security Captical Pacific Trust
1. The lack of branding in SCPT? There are several reasons that explain the traditional lack of
branding in the real estate industry. One of the most important reasons is that the real estate industry
has been seen as a commodity business for hundreds of years; the main focus was on the property '
and so the product was considered as a tangible aspect only ' not about the customer. E.g. SCPT did
not even know who its customers were (Fournier & Thorp, 2001). There was almost no information
on their key customer segments, the key drivers of customer choice, preference and satisfaction.
Also, branding is seen as a natural process, what assumes extra attention to branding is ... Show
more content on Helpwriting.net ...
the services being offered, the feeling of having a safe and cozy place to live, where you can invite
your family, friends and relatives, can account to the traditional lack of branding. Furthermore, the
real estate industry is focused on the immediate, in other words, pay backs are on the short term. A
long term branding strategy does not fit within the investment company's corporate strategy.
Therefore, branding initiatives were seen as fulfilling the marketing task. Though, the management
team acknowledges the potentials of branding, they also for see great risks to fail and so they are not
willing to put a big amount of money, which would be needed, in branding. Looking at the
marketing activities at SCPT until now, the focus was largely on tactics, at the regional and local
levels, while the national level needs more attention to make corporate branding successful. Looking
at the overall situation on a national level, branding in the real estate industry was not present at all.
The only activity being seen was not more than putting the company's name on its properties, which
they called 'branding'. Possible reasons to this limited amount of effort put into branding are linked
to the availability of monetary resources within the industry, compared to the predicted results when
investing certain amounts of money in branding in

Thesis Statement Of Unilever
Introduction
Unilevers is one of the oldest multinational giants in the Fast Moving Consumer Goods (FMCG)
industry; its operations span more than 190 countries. The compamy owns over 400 brands which
include popular/prominent brands such as Axe, Dove, Knorr and Sunsilk.
Unilever, SriLanka was established in 1983 with local manufacturing facilities in the country. It
owns more than 25 brands in the country such as Fair & Lovely, Signal, Lipton, Marmite and lux.
Unilever's products fall under the diverse categories of food items, personal care and home care.
Each segment is headed by three directors and three category heads. These segments constitutes
several brands with are managed by brand manages.
Personal care is a vital segment of Unilever ... Show more content on Helpwriting.net ...
Brand identity and brand image are two distinct yet interrelated dimensions of brand building. Brand
identity entails the strategic efforts of firms to assign a brand with unique characteristics in a bid to
achieve positive perceptions by target consumers (Nandan, 2005).
The ingredients of a brand are the product itself, the packaging, the brand name, the promotion, the
advertising and the overall presentation. The brand owner assembles these attributes and blends
them in a unique way.
A key to enhancing the equity of a brand is the selection of an appropriate branding strategy. Laforet
and Saunders (1999) define branding strategy as the way companies mix and match their corporate,
house, family and individual brand types for their products or services. This mix and match of brand
types generates a variety of options for the companies from which they can select a suitable
branding strategy for a product/ service. Furthermore, McDonald et al. (2001) assert that an
appropriate branding strategy is crucial as it would reinforce the desired positioning and hence
influence purchase behaviour. Unfortunately, even the best brand managers have struggled to choose
the most appropriate branding strategy, in part, due to a lack of academic clarity and

Icic Case Study
Case: ICICI Bank – Brand Building in Retail Banking
Situational Analysis
This case highlights the journey of ICICI Bank towards its establishment as a formidable brand in
the retail banking sector. Before ICICI, the banking sector was dominated by several state–run
organizations. However, ICICI managed to identify its customer segments very aptly and design an
offering for each of these segments in order to maximize the value it offered to these customer
segments. Aimed at attracting young consumers to its retail banking operations through schemes
such as "Chintamani" and "Jeete Raho" campaign for its insurance business, ICICI was able to
successfully create a brand name for itself amongst its target customers. It also launched several
well–known ... Show more content on Helpwriting.net ...
The top management must identify the exiting branding elements that must be removed and any new
ones that need to be added to increase the profit margin as well as the revenue. In the wake of the
global financial crisis, the earlier strategy of higher tolerance towards risky loans seemes to be itself
a risky proposition, and such elements needed to be removed from the brand offering of ICICI Bank.
2. The top management of ICICI Bank must also decide whether to opt for a corporate level brand
entity or a division level brand entity for the different functional departments of the ICICI bank. The
corporate level branding w=earlier adopted was to create a perception of a complete banking
solutions provider and in order to pomote cross–selling. However the offering included lower fees
for repeat customers which had led to a significant decrease in the margins for ICICI Bank.
3. ICICI was inclined towards expanding globally to other countries after establishing a strong
foothold in India and had taken several actions to realize that goal. However, in the wake of the
global financial crisis, the top management must decide on whether it was the right time to engage
in globl

Benefits Of Traditional Food Products
While the country scores high marks from the World Bank Doing Business Report in enforcing
contracts, it ranks poorly in providing attractive conditions to start a business and protecting
investors. When talking about functional food products it is noticed that they are much less common
in China than in Western Europe and North America and the Chinese organic market is still in its
infancy. However, although still timid, organic and functional foods are starting to be present in
supermarkets and other caterings in China. Growing increasingly distrustful of local food sources,
many people are turning to organics and/or imported food items, which are perceived to be safer.
Lesser trends have also developed, including urban farming and dining out less frequently due to
recent food scares.
Despite there being opportunity in China, we still don't recommend Eurochoice to enter the Chinese
market at the moment for a few reasons.
First of all, there is already a huge variety of different goods on the market. Secondly, local people
prefer traditional medicine to the healthy import foods, and in the end, Chinese economy is unstable
right now, and it is risky for an unknown company to launch a new product for a specific segment of
consumers.
But if the company is ready to take a risk, we have a few recommendations for launching and
branding nutrition products in China.
First of all, as our research shows, if it is necessary, the company might be prepared to alter the
products

Marketing Plan For The Local Grocery Store Essay
A trip to the local grocery store may seem like a mindless every–day activity of providing
nourishment and basic needs for your family. However, many consumers fail to realize how much
consideration, time, and money is allocated by businesses attempting to understand why consumers
buy products over other similar products. Significant amounts of money are invested in
neuromarketing, branding products, and developing the company's lifestyle brand to attract loyal
customers. Strategic branding isn't focused on the product, but creates a feeling within the customer.
The efforts of branding and neuromarketing have significant impact on how consumers purchase the
items presented to them.
Organizations have significantly evolved since the early 1980's. Products went from scooping out
bulk items from a barrel to neatly packaged items in a row; sometimes with four or five different
labels of the exact same product displayed for the consumer to choose between. In general, most
products are equal by comparison, but the brand placed on the packaging instills a sense of prestige
over other "inferior" brands. "Brands could conjure a feeling, think of Aunt Jemima's comforting
presence." (Klein, 2015 p. 779) The significance of creating a life–style brand for organizations
meant that there "were those in the industry who understood that advertising wasn't just scientific; it
was also spiritual." (Klein, 2015 p. 779) Consumers aren't just buying products, they are buying
brands.

Marketing Analysis : Branding And Branding Essay
BRAND
The word "Brand" owes its origin to the Norwegian word "brand" which means to burn. Farmers
used to put some identification mark on the body of the livestock to distinguish their possession.
Products are what companies make, but customers buy brands. Therefore marketers resorted to
branding in order to distinguish their offeringsfrom similar products and services provided by their
competitors. Additionally, it carries an inherent assurance to the customers that the quality of a
purchase will be similar to earlier purchases of the same brand. A brand is a name, term, sign,
symbol or design or a combination of one seller or a group of sellers and to differentiate them from
those of competitors.
BRANDING
Branding is a process, a tool, a strategy and an orientation. Branding is the process by which a
marketer tries to build long term relationship with the customers by learning their needs and wants
so that the offering (brand) could satisfy their mutual aspirations. Branding can be used as a
differentiation strategy when the product cannot be easily distinguished in terms of tangible features
(which invariably happens in case of many services, durables etc.) or in products which are
perceived as a commodity (e.g. cement, fertilizers, salt, potato chips etc.). Brand building is a
conscious customer satisfaction orientation process. The brand owner tries to retain customers to its
fold over their competitors by a mix of hardware software because when a customer

The Global Corporate Game On The 21st Century
Branding is the name of the global corporate game in the 21st century (BrandedPress, 2007). In the
marketing world, a brand refers to the uniqueness of a product, service or business. A concept brand
is a brand associated with an abstract concept rather than a specific product, service or business.
Concept branding transcends the business world. In health reform, this brand identity might include
a federal government philosophy, a state government's health policies, an academic medical center's
management strategy, or a physician association's mission. The brand is the recognizable personality
of an organization and how its constituents and society perceive it (Chinomona, 2013;
Medinnovation and Health Reform, 2011). Additionally, advertising and branding are strategies that
organizations engage to assist in achieving marketing goals. Branding includes simple rudiments
such as naming, identity, look, feel, and the fulfillment of a brand promise (Fellows, 2013; Ha &
Perks, 2005). Over the past several decades, branding as a process of differentiating one company,
product, or service from another has been central to the business efforts of a wide range of
commercial enterprises. Recently, branding has become part of health care, where its function is
accepted and its potential benefits desired. However, much of the emphasis regarding brand building
is in the area of marketing. Although communications and their inherent promises remain an
essential component in brand

Summary Of No Logo By Naomi Klein
Naomi Klein in her book No Logo outlines her thoughts as to how marketing and advertising by a
company has made a dramatic shift from showcasing a product, to the branding of the company
name. Companies have now shifted their focus to creating an association between the company and
an idea. The company then uses this idea to sell their products. In her book she also addresses the
growing massive globalization of corporations into global Goliaths. She makes the claim that such
large corporations may even be considered form of multinational government. Klein states that these
huge corporations are squeezing out the competition and creating less competition to compete with
within the markets, and less of a fight to attract consumers. ... Show more content on
Helpwriting.net ...
In the book Klein fears that the brands have allowed the companies to become too powerful and
there is no counterbalance to their power. These super–corporations are allowed to act at will and
often are stepping all other smaller corporations as well as within the countries these corporations
operate in. Her arguments are very much in line with the anti–globalization movement that is
gaining popularity in the world. The brands of companies have become so powerful and insidious
that they are almost impossible to escape. Our culture has surrendered to the idea of the brand.
Brands now dominate our society and even have crept into our education systems. Klein says in her
book, "...this corporate obsession with brand identity is waging a war on public and individual
space: on public institutions such as schools, on youthful identities, on the concept of nationality and
on the possibilities for unmarketed space." (5) Coke and Pepsi have bidding wars over the rights to
have their vending machines in schools. College and university sports arenas are plastered with
advertisements, or even named after a corporation, like the Taco Bell Pavilion in Boise. "There are
certain corporations which market themselves so aggressively, which are so intent on stamping their
image on everybody and every street, that they build up a reservoir of

Analysis of the Overall Business Environment of M&S
1. Introduction
The main purpose of the research is analysing the overall business environment of M&S. The
research will be carried out to identify the current issues facing by M&S as a specialist strategic
marketing consultant. It explores the relationship between stakeholders and perception of customer
attitude toward the organisation. In addition, it finds out the competitive position with rivals,
sustainability strategy, marketing tactics, and management structure of communication system,
which is presented through strategic audit. However, this analysis helps to understand the clear
marketing strategic position of M&S. The research is gathering the evidences of strength and
weakness, which is useful to determine future ... Show more content on Helpwriting.net ...
Because of higher competitors (John Lewis, Sainsbury, Debenhams, Next, etc.) customers have
various choices of shopping that increase their bargaining power in the substitute market. However,
M&S is doing very well to build up trust and customer relationship through different activities. For
examples, the Big Beach Clean–up program has engaged about 5000 customers in 2013 and
Swopping scheme collected a total 3.8 million clothes from customers that raised the £2.3m for
Oxfam (MarksandSpencer, 2013). However, the loyalty scheme and involving customers in 'Plan A'
project, M&S slowly get back their position.
4.2 Findings
M&S is a leading retailer and improving the store layout across the UK (PLC, 2013). The SWOT
Analysis in Appendix IV identified different issues recently facing by M&S, but only the major
issues are highlighted in this report.
a) Sales decrease in Women's clothing and General Merchandise
M&S market share in women's wear down from 10.4% to 9.9% in 2013, which is the main source of
revenue. Conversely, the brand position is declined in last 2 years because the customers were
moved in variety of inexpensive, high fashionable substitutes (BrookIntellignceCentre, 2013). CEO
Marc Bolland says they delivered higher performance in general merchandise, but the unfavourable
weather condition hit the sales figure unexpectedly (BBC, 2014; Ruddick, 2014). Mr

Computer Power Group
Harvard Business School
N9–500–061
February 2, 2000
Renaming Computer Power Group
On Monday morning, December 5, 1998, Peter James, CEO and Managing Director of Computer
Power Group (CPG), a leader in the Australian IT education and services industry, was reflecting on
the results of the recent Brand Visioning offsite – code named Project Horizon. He was satisfied
with the future plan they had created for the brand, including an articulation of the brand purpose
and values, a clear statement of branding objectives, and a brand architecture that effectively unified
brands in the portfolio (see Exhibits 1 & 2). James was relieved that the team decided that they
should change the corporate name to Interim Technology, the name of the ... Show more content on
Helpwriting.net ...
CPTI (Computer Power Technology Institute) and CPAS (Computer Power Advanced Systems
Institute), the individual training brands, would merge and become Interim Individual Training or a
variant thereof. However, many senior managers at the offsite were hesitant to consolidate
individual brands under a single sub–brand umbrella, thus abandoning equities that the firm had
invested in over the years. James remained convinced that the benefits of scale would outweigh the
equity lost in abandoning the existing names. He arranged a meeting involving the General
Managers of each of the four current education subbrands, and Melissa Richardson, Strategy &
Innovation Partner from Galileo, the brand development consultancy that had been working with
CPG on their brand initiative from the start. James started the meeting. "As you all know, I am
seriously considering sub–branding the individual and corporate education brands under the Interim
corporate umbrella." He turned to Mike Clugston, the General Manager of CPTI. "Mike, I
understand from your comments at the visioning offsite that you are not comfortable with this
course of action. What would you recommend?" "Well," began Clugston, "I agree that there are
benefits that can be realized by integrating our brand names with others in the company. I
understand your position, but if we introduce new brand

Annotated Bibliography: Annotated Bibliography
Annotated Bibliography
By Disha Nair Nav 105 Navigating The Graduate Student Pathway
Florida Atlantic University October 08, 2015
Martin, G., Beaumont, P., Doig, R., & Pate, J. (2005). branding. European Management Journal,
23(1), 76–88. doi:10.1016/j.emj.2004.12.011 ... Show more content on Helpwriting.net ...
The questions are raised according to the future development. This would help in analyzing the
change from the marketing ideology to branding ideology Link
Bastos, W., & Levy, S. J. (2012). A history of the concept of branding: Practice and theory. Journal
of Historical Research in Marketing, 4(3), 347–368. doi:10.1108/17557501211252934 The authors
in this article explain the history and the origins and the uses of branding. It also explains how
branding has evolved till now. It also emphasizes on the relevant issues related to branding. It shows
how branding had very limited applicability in the earlier days. The current branding situation is
explained as well in two fields that are in the academic as well as business fields. It also portrays
how branding has become more complex. The article is explained according to three important
perspectives that is from the view point of the practitioner, the consumer and the scholar. A major
point in branding is the brand image. In conclusion it explain how the brand is considered as the
core of marketing and how everything evolves around the brand within the company.

Music Brand Marketing Strategies : A Review And Modeling...
Music Brand Marketing Strategies: A Review and Modeling of Current Practices
Dr. Stan Renard
University of Texas at San Antonio
Abstract
Music brand marketing strategies have been at the center of change and many innovations in recent
years. This paper accounts for brand marketing strategies in use by corporate megabrands, music
companies, and artists.
The author undertakes a comprehensive literature review on branding and music brand marketing
and presents an integrated model showcasing the complexity of current branding strategies in use
between the music industry and corporate brands as a measure of artist involvement and company
investment levels.
1.0 Introduction
Music branding is a new and rapidly growing area of the music industry at large. Music branding is
an offset from the advertising industry and is changing the way that companies communicate with
their customers. It disguises traditional advertising and makes the artists and the music the main
attraction for the target audience.
Branding is central to the music marketing of recorded content, but all too often is defined very
narrowly, with a sole focus on distinctive product attributes that offer benefits to consumers. This
fails to recognize that many organizations and/or brands succeed in the market place because of
non–product–based advantages including supply–side factors such as wider distribution, strategic
alliances and the sheer weight of communication involved as well as organizational

An Exploration Of An Apparel Manufacturer Sme Brand
I. Working Title:
An exploration of the tangible and intangible building blocks of branding in relation to an apparel
manufacturer SME brand in the U.S.
II. Context and Rationale– Evidence of Preliminary Review of Literature
In the context of small to medium enterprises, statistics show that about half of new businesses fail
within five years (Anderson 2014). The reasons for why new businesses fail have been a number of
reasons. Some of them are due to high interest rates, taxes, and lack of bank lending (Anderson
2014). In the UK sector, it has been noted that the chances of a new business from flourishing is
even harder than before the financial crisis (Anderson 2014). With the countless amount of reasons
for why SMEs do not prosper ... Show more content on Helpwriting.net ...
Although there has been branding research that was presented by Aaker and Keller, many SMEs, in
the apparel manufacturer brand segment, are not aware of these principles.
There are two ways in which brands can represent themselves. They are "manufacturer brand" or
"own brand." Manufacturer brand is based upon the idea that a manufacturer of a product sells the
product under it's own name. Own–label brand is when the private label brand is not the producer of
the product, but is bought from a manufacturer and sold by the brand at a cheaper price. In terms of
manufacturer brands in SME brand strategy, there is much competition with own–brand labels in
terms of market share (Oubinam Rubio, and Yague 2006). With the competition of own–brand label
and corporate companies taking market share, there is much fascinating research to be done on
brand equity of a company in the SME's perspective.
Justification of Study
Gap and area in need of further research
There has been little research on brand equity in SME apparel brands. It is easier to research brand
strategy on a corporate company that is already successful, and so little knowledge is added on
emerging companies or SMEs who are struggling to stay competitive in the fashion apparel industry.
This research would add knowledge to the best SME's brand strategy in the young women's
contemporary market. The value of corporate branding

Rosewood Case Solution
I–INTRODUCTION / STATEMENT OF THE PROBLEM
a–) Introduction:
Luxury hotel segment is getting more competitive. Rosewood Hotels & Resorts have been
competing in this segment more than 25 years with its distinctive individual hotel brands. On the
contrary, guests want to see one unique brand, same quality and service at every hotel that they stay
under one corporate brand name.
One corporate brand strategy help companies increase their retention rate, make multi–cross selling
and have loyal repeat buyers. Guests also tend to tie the brand of hotels that they stay before with a
corporate brand that they are familiar with.
Above mentioned issue signals that current trend in g and competition side is a threat for
Rosewood`s future ... Show more content on Helpwriting.net ...
Exhibit 1 proves our argument that higher concentration on retention activities will bring more
customer life time value. By applying corporate branding strategy, Rosewood will get the most of its
own brands and their existing guests.
Exhibit 1 Rosewood's Brand–wide Customer Lifetime Value Spreadsheet Model
Without Rosewood Branding (2003) With Rosewood
Corporate Branding
Total number of unique guests 115.000 115.000
Average daily spend $750 $750
Number of days average customer stays 2 2
Average gross margin per room 32% 32%
Average number of visits per year per guest 1,2 1,3
Average marketing expense per guest $130 $139
Average new guest acquisition expense $150 $150
Total number of repeat guests 19.169 $24.919
Of which: Total number of multiproperty stay guests 5.750 $11.500
Average Guest Retention Rate 16,67% 21,67%
Average Gross

Literature Review: A Critical Review Of Employer Branding
This chapter presents relevant literature to the subject of Employer Branding. The literature
supporting the proposed conceptual model framed for this research and also helps in understating
the theoretical base and perspective of various research and researchers in this field.
2.1 Employer Branding
Ambler and Barrow (1996) are the first authors who introduced the concept of employer branding in
the global market and defined employer brand in terms of a combination of functional, economic
and psychological benefits that is provided by employment, and identified with the employing
company." Also states that the benefits the Employer Brand offers to the employees are equivalent to
those that a product brand offers to consumers like developmental and useful activities as functional,
material or monetary rewards as economic and feelings such as belonging, direction and purpose as
psychological. The employer brand is also perceived by its image, as the product brand. Further in
their study the authors' states that the Employer Brand is most likely a corporate culture, the
difference between the two concepts are not always clear.
Rucci et al. (1997), in their research work demonstrates the formation of an employer brand that
leads to improved level of employee ... Show more content on Helpwriting.net ...
The research attention is on Employer branding exclusively for its Employees. The authors advocate
that a strong, favorable corporate brand is a powerful "navigational tool" to a variety of
stakeholders, which include not only existing employees and shareholders, but also potential
employees. This underlines that effective corporate brand management needs to balance an external
orientation with an internal

Corporate Co Branding : The Case Of Adidas And The All Blacks
3. Equity in corporate co–branding: The case of Adidas and the All Blacks
Judy Motion Shirley Leitch Roderick J. Brodie, (2003),"Equity in corporate co–brandingThe case of
Adidas and the All Blacks", European Journal of Marketing, Vol. 37 Iss 7/8 pp. 1080 – 1094
Permanent link to this document: http://dx.doi.org/10.1108/03090560310477672
Corporate brands may develop co–branding relationships in order to redefine brand identity. Brands
are not only used to identify and differentiate products. Nowadays, brands identify services,
organisations, art, ideas, people, places, etc. Corporate branding is the concept of the marketing
efforts undergone to represent a corporation's system of values; it is the expression of ... Show more
content on Helpwriting.net ...
On the other hand, co–branding requires a joint partnership and mutual brand commitment. The
opportunity to create a co–band appears when sponsorship changes from being a one–off exchange
to becoming a long–term relationship between two or more organisations.
The moment that a brand adds value to the organisation through marketing actions and consequent
consumer response, it is the creation of brand equity. The wider relationship of brand equity
recognises the importance of the relationship between multiple stakeholders. It also recognises that
branding is about creation and understanding between brands. Brand equity is an intangible asset
that adds value to the organisation.
The article examines the co–branding of the All Blacks and Adidas in order to facilitate the
understanding of co–branding and the development of co–branding theory. When organisations are
seeking new co–branding relationships, they are attempting to create new ways of thinking about the
brands individually and about the co–brand. To be able to identify this relationship, an interview was
conducted between the All Black's and Adidas's brand representatives. Four main questions were
asked to identify the co–branding issues.
What objectives underpinned the corporate co–brand?
One of the main reasons the All Blacks decided to change their co–brand partnership was to grow in
international visibility. The choice

The Era Of The Online Status
#Selfie: The Era of the Online Status
The creation of the Internet brought many changes to the human experience. People today use the
web for a variety of different things making the Internet a useful medium in creating and promoting
trends. The rise of digital media has brought a new means of information dissemination and now
provides society with resources such as news portals and social media platforms. Social media or
"Web 2.0" is a term to describe websites that allow social interaction with the added functions of
sharing and the creation of their own content. Web 2.0 sites like YouTube, Twitter and Facebook
have impacted the lives of millions of users worldwide and are now embedded into popular culture.
The emergence of Web 2.0 and ... Show more content on Helpwriting.net ...
Social media platforms encourage competition for social benefits and have sparked the "selfie"
revolution in today's society. Individuals are now adopting a consciously self–constructed persona
that is similar to brands or celebrities and is presented to an audience. Social media platforms are
dominating the web and have transformed it into a network of personal brands competing to achieve
an online status.
What is Branding?
Branding is most commonly known as a form of marketing practice that links a company's product
and services to cultural meanings. According to Rashid (2012), brands have become one of the most
discussed phenomena of marketing research in recent years. Brands are not simply a symbol on a
product or a mere graphic but a company's signature on constantly renewed creative process that
yields various products. While products can live and disappear, the brand remains alive. The
consistency of this creative process is what gives a brand its meaning and characters. Logos have
also become an increasingly important element of a brand in today's mass–market economy as a
means of differentiation. Logos are the first step for any marketing as it is the face of the brand.
According to Stahle (2002), logos help companies distinguish themselves from their competitors
when there are so many product choices for consumers as they

The Case for B2B Branding: Pulling Away from the...
The Case for B2B Branding: Pulling Away From the
Business–to–Business Pack | | | Bob Lamons, Published by Thomson, 2005
ISBN: 0–324–39865–4ReviewHardcover, 160 pagesThe Case For B2B Branding (by Bob Lamons)
is a refreshing overview of the principles of business branding. The book is divided into two clear–
cut and well defined sections: part one details the "seven simple steps to effective brand image
management"; the second part details twenty–one B2B "branding" case studies from some of the
world's best known (and less well known) business and industrial companies. This section is a gem:
the Intel "story", for example, includes visuals from the early unsophisticated Intel campaigns for
the 286 and 386 chips; hard to believe it's ... Show more content on Helpwriting.net ...
* Chapter 4 – Audience identification – "I've discovered through many years of trying to work with
target audience statements that most of them are not worth the paper they are written on". This direct
quote could be quite discouraging if taken at face value. However the book does stipulate two areas
of focus for B2B marketers: obtaining input primarily from employees (to optimize internal
integration) and, secondly, from customers. These are important issues but the discussion is a bit
superficial on one aspect: how to obtain better "insight" into customer motivations. * Chapters 4 and
5 – Brand Positioning/ Brand Personality – as with B2C marketing, these are the two cornerstones
of B2B branding. But there is some confusion between brand positioning, brandpersonality and
brand image – there is some confusion between the latter two and brand image (the cornerstone of
business branding) is not discussed in much depth at all. Regardless, these two chapters include
some excellent and unique examples of B2B branding. There is a particularly nice discussion of
B2B slogans and symbols and their role in business branding – and more excellent examples. *
Chapters 6 and 7 – Consistent Execution/Brand Equity – the former emphasizes the need for a long–
term view

Global Branding Strategy
Global Branding Strategy 全球品牌策略
1
Chapter Overview
Brand definition Global, Regional, and Local Brands Brand Equity The pros and cons of global
branding Global Branding Strategies
2
Defining brands
BRANDS are symbols associated with a product or service that identifies legally the maker of the
product. Brands are then legally protected The right needs to be registered in each country where the
brand is sold for the protection to hold. As a competitive advantage, a strong brand can be a
sustainable advantage – but needs forceful enforcement against piracy and imitators
3
Definition of Brand (品牌定義)
值多少錢？
品名品牌標誌註冊商標服務標章 (Yahoo!)
一個名稱、詞語、符號、設計，或是它們的綜合體，透過品牌可以辨認銷售者的產品，並
和競爭者的產品有效地區別
4
77,839(U$M)
Many ... Show more content on Helpwriting.net ...
Danone in France adapt this strategy in China for Wahaha (bottled water)
14
Global Branding Strategies (5)

Global or Local Brands? Nestle, Unilever have a portfolio of local, regional or global brands
Branding Approaches Solo branding : Each brand stands on its own with a product or brand
manager running it (e.g. Unilever, P&G) hallmark branding : The firms tag on one brand (e.g. Bank,
Acer, Benq, Asus) family branding : Hierarchy of brands (e.g. Wii, Toyota) Combined branding : 二
個或二個以上的品牌標示在同一品牌 (e.g. Sony Ericsson)
A firm's global brand is shaped by three types of factors:
Firm–based drivers Product–market drivers Market dynamics
15
Global Branding Strategies (6)
A firm's global brand is shaped by three types of factors: Firm–based drivers Centralized firms:
Global Bands, Decentralized: mash of local & global brand Expansion

Classic Airlines Benchmarking
Generic Benchmarking Worksheet
Task A: Problem/Opportunity Statement
Instructions for Task A: In the Response row, write out the problem/opportunity statements for the
scenario for each of the team members.
Response to Task A:
Classic Airlines will become a profitable and successful organization by establishing better
relationships with its internal and external customers.
Generic Benchmarking–The purpose of generic benchmarking is to identify potential solutions to
the problem statements defined in Task A. You will do this by looking at how companies in other
industries have dealt with similar issues.
Topic A: Brand Marketing
Instructions for Topic A: In the Response row, each team member must identify at least one
company ... Show more content on Helpwriting.net ...
This purpose is clearly communicated to employees upon recruitment, training, and throughout their
employment. Southwest's branding strategy involves establishing a positive organizational culture
and letting that culture speak for itself as the brand. Southwest's Senior Vice–President of Corporate
Communications Ginger Hardage said "the most critical ingredient in any company's reputation or
brand positioning is its People... at Southwest Airlines we believe that Employees personify the
brand that is why you will see Employees featured in our advertising" (Southwest Airlines, 2006).
In order to measure the effectiveness of the organization's branding strategy, Southwest Airlines
review overall company performance and uses metrics to assess the effectiveness of performance,
processes, and strategies. According to Anne Murray, Senior Director of Interactive Marketing at
Southwest Airlines, one way the company is able to measure the effectiveness of its branding
strategy is by generating reports on businesses generated through banner ads and comparing it to
business/industry standards (iMedia Connection, 2002). Additionally, Southwest considers the
growth in brand value and financial equity (return on investment), awareness, and employee and
customer retention.
On May 2003, Southwest Airlines received the very first George Kozmetsky Award for Branding
Excellence in the 21st Century, a prestigious award

Celebrity Branding and Product Branding: Similarities and...
Author's Name:
Designation: Working with:
KISHOLOY ROY Asst. Professor Instt. Of Business Management, Kolkata
Email:
krish301@gmail.com
Author's Biography in Brief: Kisholoy Roy is an Accredited Management Teacher (AMT) certified
by AIMA, New Delhi. He has over 10 years of professional experience including stints in the
industry, research and academics. His teaching and research domains include marketing, branding,
retail and advertising.
1
Celebrity Branding and Product Branding: Similarities and Differences
Abstract The term celebrity branding is often confused with a similar sounding and decipherable
term called celebrity endorsement. While in case of the later, celebrities from various professional
domains are ... Show more content on Helpwriting.net ...
Branding is a tool to manage a specific thought. We need to ensure that a 'name' when it is seen,
spoken, read, scented, felt evokes one 'thought' only." Just as corporate brands, celebrity brands
should make it a point to constantly be in news and maintain a consistent image. Any inconsistency
of image or lack of media exposure can often lead to a loss of recall value for a celebrity. A carefully
orchestrated creation of a celebrity brand ensures that the brand garners top of the mind recall
among the target audience and thus seek greater brand worth (Exhibit–II).
4
Exhibit–II The Recall Value Pyramid of a Brand
Source: http://www.esnips.com/doc/e7785ce5–759a–4336–a570–e4a593b61a4d/BrandManagement
Another similarity that has been observed between corporate brands and celebrity brands is that like

the former, the later go for brand extensions too. Thus when David Beckham or Jennifer Lopez lend
their names to fragrances, they extend their brand names to domains unrelated to their profession. In
Indian context, examples of Amitabh Bachchan and SRK's appearance on television as anchors of
the reality show Kaun Banega Crorepati or SRK's owning and endorsing Kolkata Knight Riders (an
IPL franchise) can be cited. This form of extending a celebrity brand name is often referred to as
"positioning by association". There are two distinct advantages of such celebrity brand extensions.
First of all, it opens up an additional revenue stream for

Branding and Its Dangers and Advantages.
"When choices become vast, the only things that matter are brand names." (Michael Eisner, CEO,
Disney)...."Amazon.com will sell its fixed assets to focus on managing its brand, becoming the
'Coca–Cola' of the web" (Jeff Bezos, CEO, Amamzon.com).
a. Does every company need to 'brand' itself and its products as these quotes above suggest?
b. What added 'dangers'/advantages are brought about by branding in a global marketplace?
Supplement your answer with examples where possible.
Brands have existed since forever. In a time before fences were used in ranching to keep one's cattle
separate from other people's cattle, ranch owners branded, or marked, their cattle so they could later
identify their herd as their own. The value of branding in ... Show more content on Helpwriting.net
...
The ability to gain brand premium leads to higher profitability, which in turn leads to the ability to
further increase branding efforts. If this cycle continues effectively, power brands like Nike, Coke,
and Mc Donald's are created.
Branding is designed to increase a firm's profitability by increasing the premium associated with the
pricing of a good or service, and or by increasing the sales of a product over and above those sales
that would have occurred through standard marketing efforts. However the biggest incentive to
brand is that the cost of branding declines over a period over a period of time. In the short term the
cost of branded good is more that non–branded goods but over a period of time these costs decline
and the premium earned from branding is much higher. Thus it can be said that it's much easier to
maintain a brand (reputation) than to build one up. One of the reasons for declining costs could be
increase in trust of the consumer. The fact that branding costs decline overtime earns a company
'brand equity'. Brand Equity is a function of both the intensity of the branding efforts and the amount
of branding saturation that occurs. So a company may be willing to brand and incur higher initial
opportunity costs, and lower expected profits, in order to achieve a greater stream of profits in the
future. In such a dynamic sense, there is also Brand risk and uncertainty over branding. To most
brand managers

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