1. 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,
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2. 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
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3. 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 more content on Helpwriting.net ...
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
4. second shift/overtime to capacity expansions.
Finance: We will Finance our investments primarily through long–term bond
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5. 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
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6. 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
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7. 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
9. 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
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10. 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
12. 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
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13. 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
14. 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
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15. 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 pointпјЊbefore 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
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16. 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 FernГЎndez Pedrozo Student Number: 17410030
Table of Contents
INTRODUCTIONВ·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В
1 I. ANALYSIS OF THEORETICAL
BACKGROUNDВ·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 4 I.1.
BRAND MANAGEMENT
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
4
I.1.1. Creating Brand Equity and building strong brands В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 4 Brand loyalty ... Show more content on
Helpwriting.net ...
Global segmentation and positioning В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 35 International
positioning strategies В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 35 I.2.3. Global marketing
strategies В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 36 Global
scenario
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
37 Global Industry
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
Competitive Structure
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
Hypercompetition
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
17. Global Marketing Strategy
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 39 Marketing
strategies for emerging marketsВ·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В· 39 Competitive Analysis
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
40 I.2.4. Global market entry strategiesВ·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
40 Entry modes
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
42
ExportingВ·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
Licensing
В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·В·
Franchising
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19. 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 Helpwriting.net ...
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
21. 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
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22. 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
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23. 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 Conditions of Use provides, in part, that unless you have obtained prior permission, you may not
download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal,
non–commercial use. ... Show more content on Helpwriting.net ...
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
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24. 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.
26. 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
27. Cristiano Ronaldo
Figure 3. Secondary leveraging through associations with people and
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28. 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
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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
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29. 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), abrand 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 ...
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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
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30. 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
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31. 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 Helpwriting.net ...
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
33. 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
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34. 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 HawaiК»i at MДЃnoa Shidler School of Business
Prepared by
Group #4: Crystal Souza, Phil Potter, Amy Shiroma & Tanya Tarampi
June 2015 TABLE OF CONTENTS
Page
LIST OF FIGURESiii
LIST OF TABLESiii
1.Introduction1
1.1WHY PROFESSIONAL SERVICE FIRMS (PSF) ARE DIFFERENT2
1.2BACKGROUND AND HISTORY OF EA2
2.Brand Inventory4
2.1NAMES4
35. 2.2LOGOS & SYMBOLS4
2.3SLOGANS AND OTHER TRADEMARKS6
2.4INTERNAL BRANDING6
2.5INHERENT CHARACTERISTICS OF THE BRAND8
2.6COMMUNICATIONS & ADVERTISING9
2.7SUSTAINABILITY, PHILANTHOPIC AND OUTREACH INITIATIVES13
2.8SECONDARY ASSOCIATIONS14
3.Brand Exploratory Best Practices15
4.Conclusions & Recommendations17
5.References20
LIST OF FIGURES
NumberTitlePage
1Four Key Parts of a PSF Brand1
2Transformation of the EA Logo5
3Sustainability Logos5
4Screenshot of Company Intranet (InsideEA)7
5EA's LEED Platinum Headquarters9
6Evolution of the EA Website Homepage11
7Press Releases on the EA Homepage13
8Conferences and Events13
9Types of Secondary Associations14
10Ship in a Harbor Analogy17
11Building Value Cathedrals19
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
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36. 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
38. 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
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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
40. 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
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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
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41. 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') в†’('preparation to acquisition by the larger chain of
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42. 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 AGIM2012402536 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
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43. 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 CottonВ®, and UA ColdGearВ®
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
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44. 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 successfulbrand
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
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45. 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
46. 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
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47. 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
49. 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 more content on Helpwriting.net ...
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
51. 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 more content on Helpwriting.net ...
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
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52. 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
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53. 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
54. division's goal of producing a functionally and aesthetically quality product at the lowest cost as
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55. Product Development And Brand Management Essay
4.754 Product Development and Brand Management
Report: – L'Oreal(Hair Care) Submitted To: – Submitted By:
Professor Ravi BhatNavjot Kaur Saroa
Professor–PDBM Student Id:20142391
Word Count:–2300
Table of contents:
Brand3
Brand mission3
Brand vision4
Brand strategy5
CRM and use of social media 6
L'Oreal on Facebook8
L'Oreal on twitter9
L'Oreal on YouTube9
Brand Ambassadors10
Brand positioning11
Distribution11
Market positioning and target marketing11
Target Ads12
Competition in hair colour market12
Consumer Motivation13
References14
Ques 1: