The Marketing And Communications For Plaza Home Health...

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
... Get more on HelpWriting.net ...

Boston Beer Company case write up Essay
33 Ryan Koziol MGM 404 09/19/13
Boston Beer Company Analysis
Boston Beer Company founded in 1984, along with many other big league giants have decisions to
be made in regards to the direction they wish to take their brand. Brand extension or brand
stretching is a marketing strategy in which a firm marketing a product with a well– developed image
uses the same brand name in a different product category. Brand extensions have been used
successfully by many corporate giants, such as Arm & Hammer with the starting product being
baking soda and extensions such as laundry detergent. However, extending the brand isn't always as
lucrative as it may appear. Arizona, ... Show more content on Helpwriting.net ...
I don't think dedicating more resources to "lightship" will prove to be more lucrative for the Boston
Beer Company in the long run. One concern is that, their flagship product Boston Lager could see a
decrease in sales and return. Their Boston Lager is responsible for 60% of their sales in the market
and dedicating more resources towards their lightship product could hurt their flagship product
exponentially more than lightship could benefit them. Also, Boston Beer Company has carved a
niche in the Sam Adam's craft beer market where they dominate. Dedicating more marketing
resources to a product which is competing with other giants (Amstel light, Miller Light) that own
that portion of the market seems foolish. After all, BBC has significant scale advantages over it's
competitors in the craft market and dominating that segment could prove more lucrative in the long
run. Another important question to ask is whether or not BBC should reposition how they market
"lightship." I do believe there are some tangible items that could've or would help the "lightship"
products success. For example the products physical packaging doesn't scream light beer. This can
be deceiving to consumers as the majority of decisions are made with our eyes. Aside from that, it's
not marketed as " Sam Adams Lightship", rather Boston "Lightship." In my mind, your losing
customers that are loyal to the Sam Adams brand. After all, the majority of consumers don't realize
Sam

Oscar Mayer Essay
Problem:
One of the key issues faced by McGraw is that there is a large gap between his projections for next
year, and what the manager's are promising him . His goal is to obtain a 15% increase in the
operating income from his division (OM, LR and NP). The managers are projecting a decrease of
5.2% from the current year. In absolute terms there is a gap of $27 MM in the projected divisions
operating income.
If McGraw were to keep his A&P budget the same as last years, he would save $32MM over
the managers' projections. Therefore, one solution could be to effectively use the strengths of the
product lines and the A&P dollars by consolidating his sub–divisions.
Analysis:
Comparing the contributions and costs of the three ... Show more content on Helpwriting.net ...
Additionally, LR brand generates less operating income for the number of pounds sold compare to
Oscar Mayer.
Our next question follows, Can Louis Rich Brand alone make up the income short fall? The answer
seems no, looking closely at the numbers, one can clearly see a decline in pound volume from 3% to
2% in the current year. Increase in the operating income is likely being driven by the change in
consumer trend towards white meat, not superior management of the sub–division nor its marketing
distribution channels. Additionally, LR is generating only 7cents per pound of operating income
compare to Oscar Mayer which generates 16 cents per pound.
The decline in Oscar Mayer brand is also due to consumer trend, but is further compounded by a
decline in A&P and increased competition. Loss of market share is evident by the 6% decline
seen in pound volume matched by a 6% decline in revenues. Oscar Mayer has so far opted to loose
market share rather than lower its price.
Based on this analysis, there is more to loose if the Oscar Mayer brand is allowed to wilt over the
Louis Rich Brand. Giving up on Oscar Mayer would mean loosing it's well established, well
recognized OM brand name and its equity. May be even future profitability may be lost if the trend
towards white meat is only a temporary one. This can be seen in McTiernan's Report on consumer
satisfaction survey,

Resarch on Branding and Location Implemented on a New Venture
1 Introduction
The author and his four colleagues have decided to build up an upscale fast food business in
London, offering a barely existing product in the UK – the german 'wurst', prepared in many
different ways and styles. The business will be set up as a limited company and the marketing as
well as the promotion will be operated mainly via internet, especially websites and social media. In
order to attain our objective, becoming a successful new German fast food restaurant in London,
branding as well as choosing the location is an essential component for the business plan and the
customer loyalty in the future.
For that reason it is the aim of this report to clarify this matter by defining what do the terms brand
and branding ... Show more content on Helpwriting.net ...
(Crane, 2010)
2.2 What is branding?
The definition ‚branding' is often used as the blanket term from general marketing of a product to a
name change or logo creation and helps the business to define the company's position in the market.
(Davis, 2009) In a world with such an excessive variety of products and services, we are all focusing
ourselves on brands, because they promise us quality, security and guidance. Therefore branding has
become so strong that nowadays hardly anything goes unbranded and it is clear that brands have far
greater chances to survive than so–called No–Names. They exist in the brains of the costumers,
because they are clearly and unambiguously positioned. To succeed in branding you have to realise
what the needs and wants of your customer are. In the best of cases individual brands manage it to
be a synonym for a whole product category. Well–known examples include 'Tempo' for
handkerchiefs or 'Fairy' for washing–up liquids. (Unternehmer, 2010)
The one, who can link to strengthen this idea and to make it perceptible, is able to become a term to
the consumers and thereby contributing a lasting Brand. (Vatter, 2012)
"In a nutshell, brand magic is about making the impossible possible for consumers."
– Nick Gadsby, Lawes Consulting
2.3 Why is branding so important?
"If companies and brands do not really care about people, society and the planet, they cannot expect
people to care much about them."
–

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

Branding Essay
Evaluate 6.1, Branding
Dennis McKeon
Southern New Hampshire University
Abstract
This document will discuss the marketing theorem: Successful brands are built on successful
products.
I agree with the theorem that successful brands are built on successful products entirely for some
product categories but partially for others. Products which meet a genuine customer need can
become successful brands with minimal marketing effort by merely having a solid product that
meets a need. Products which fulfill a desire must work on their branding in order to become
successful ... Show more content on Helpwriting.net ...
4. Esteem needs can also be met by the company Facebook. This company allows me to advertise
my educational and relationship achievements as part of their product.
5. Self–actualization needs are met by Google. The Google search engine allows me to solve
problems, be creative and fulfill a spontaneous desire with its research tool.
Additional evidence of successful brands, being built on successful products and providing a
valuable function can be seen when a company innovates, regardless of the industry. A recent
example of a successful innovative product is the iPhone from Apple. Apple redefined what a phone
or even a computer can be with this product. It is also one the most valuable companies in the world
today in both dollars as measured y its stock price and brand equity as measured by the Millward
Brown Company in 2012. (Hughes 2012) Apple continues its success of the iPhone and brand by
introducing brand extension products like the iPad or iPad mini while avoiding brand dilution.
Another product example is the drug Lipitor from the Pfizer Company. Lipitor provides a medical
need for consumers with high cholesterol and provided Pfizer with $12.9 billion dollars of revenue
in a peak year. (Loftus 2013)
Successful brands build successful products when the product is one that the consumer desires as
opposed to needs. Companies selling these types of products must put additional effort into
marketing activities like brand

Advantages And Disadvantages Of Brand Extension: Economic...
Brand extension refers to marketing strategy in which same name of a brand is used in a different
product category. In short it is similar to brand stretching. Brand extension helps in evaluating
opportunities related top product category, it identifies resource need and it helps organization to
increase brand equity. brand extension is successful when customers value and goals match with that
of core business and when these goals and value are personified in a brand then the brand is more
acceptable by the customers in a business. brand extension is done for some purpose like for growth
and development, trend in industry ,Economic Benefits and also for creating competition.
Examples:
Haleeb food limited: The first product of the company was Haleeb Milk but ... Show more content
on Helpwriting.net ...
ADVANTAGES OF BRAND EXTENSION:
Some of the advantages of brand extension are as follows:
new product acceptance in a market is easier by brand extension as it reduces the risk which
customers thought off regarding new brand
it helps in increasing the brand image
New product extension enhance the consumer interest and its willingness to try new product of a
similar brand name.
Promotional cost and marketing cost is reduced
new product development need cost which is reduced by brand extension
Varieties of products are available for consumer to make

Branding And Why Is Branding
WHAT IS BRANDING?
Branding is the process of using a word or an image to identify a company or its products. It is what
separates competitors and helps consumers remember a product. The purpose of a brand is to
increase sales by making the product or service the most visible and desired by the consumer.
Branding is becoming more than a logo or a product. It is becoming a promise of quality and
reputation! It encompasses everything about a company, sometimes good and sometimes bad,
depending on the public's perception.
WHY IS BRANDING IMPORTANT?
So what is branding and why is it so important for your business?
Branding separates competitors and makes consumers remember a product.
In today's fast–paced world, it is more important than ever to promote recognition of a product or
service. If you're remembered as a quality provider, then you will be encouraging repeat business.
Branding is a great way to promote this recognition because people are busy and tend to adhere to
familiarity. If consumers recognize a brand that they have previously used and they remember being
satisfied with it, then they are more likely to choose that product or service again. This is especially
true in the tremendous amount of advertising going on today. ... Show more content on
Helpwriting.net ...
Branding is intended to identify goods or services and deliver the message that a particular
organization, business, or product is the only one that can suit customers' needs.
Branding goes way beyond just a logo or graphic element. When you think about your brand, you
really want to think about your entire customer experience. Everything from your logo, your
website, your social media experiences, the way you answer the phone, to the way your customers
experience your staff. When you look at this broad definition of branding, it can be a bit
overwhelming to think about what is involved in your brand.
BRANDING

The Rise of Brands Essay
"I also like Gmail, Giordano Natru – Dry shirts (my daily "uniform"), Hewlett –Packard laptops,
Nokia E–series phones and Toyota. And am I the only person who uses Google Chrome almost
exclusively. If I use products other than these, it's not necessarily the end of the world. But the
happiness factor might not be that great ...through time, one develops a sense of affinity to one
name, product or service. And subconsciously you keep choosing the same brand or product over
and over not really because of its name, but because of the affinity." ("Are you Brand Conscious?" –
J. Angelo Racoma.2009)
Today, brands are a huge asset to the organisations, whereas, for a consumer they are a mania. Brand
conscious consumers are a gold mine for ... Show more content on Helpwriting.net ...
It refers to the practice of producers burning their mark or brand onto their products. This was to
signify ownership of a product or the origin of the product. Branding was first used to brand
livestock. The act of marking livestock with fire–heated marks to identify ownership has origins in
ancient times, with use dating back to the ancient Egyptians. Under the law of "animus revertendi" –
according to Barron's Law Dictionary it means "With intention to return", during the European
Middle Ages, it commonly identified the process of burning a mark into stock animals with thick
hides, such as cattle so as to identify ownership.
Signature on paintings of famous artist like Goya can be viewed as an early branding tool.
19th century:
The 19th century saw the beginning of packaged goods, giving rise to businesses like P&G,
Kellogg, and Colgate. It is only since the second half of the 19th century that branding evolved into
a complex marketing tool. The industrial revolution, new communications and transport systems and
the growth in technology made it easier for companies to advertise brands over larger regions. Most
importantly, better means of transporting goods emerged. Manufacturers transported goods mostly
by ship before the late 19th century. As a result, large scale commercial branding was generally
limited to regions served by particular ports and companies near to those shipping points. The
development of the railroad system during the late 19th

Essay
Androutsopoulos, J. (2014). Languaging when contexts collapse: Audience design in social
networking. Discourse, Context & Media, 4(Supplement C), 62–73.
https://doi.org/10.1016/j.dcm.2014.08.006
This research examines language choice in social networking interactions and how language choice
is examined in this setting. The research explains that through various social channels individuals
are networked, or connected together, and multilingual individuals can experience a "context
collapse." It offers an in–depth analysis of different examples of users posting certain things online,
their interactions being recorded, and discussing why these choices were made, specifically for
languages chosen. In particular individual who were ... Show more content on Helpwriting.net ...
A human brand can be applied to celebrities, who are well–known and in and of themselves
considered "brands." By having a human brand, a person can use this interpersonal relationship
between their own "brand", and for example, the brand of a company, to promote their product etc.
successfully, to the benefit of the person and entity. The relationship is mutually beneficial, as
celebrity endorsements and sponsorships are prevalent in today's society through social media. They
are able to measure this using "netnography", specifically using the research through the channels
Facebook, Twitter and Youtube, which is the research technique that "explores how social media
interactions form the human brand identities among celebrities involving different stakeholders."
The power and influence of a celebrity is rooted in the social world and I believe I can use this
research in my paper to help connect and value the same "celebrity" status to some professional
gamers. Certainly on a smaller scale, but the parallel of "celebrity" having influence and being able
to develop brand identity both for themselves and for other entities is crucial, particularly when
discussing profitable ventures for gamers in the future.
Chen, C.–P. (2013). Exploring Personal Branding on YouTube. Journal of Internet Commerce,
12(4), 332–347. https://doi.org/10.1080/15332861.2013.859041
This research involved interviews with 45 different users on Youtube to

The Difference Between Frosty Inc. And Magic Bake
The strategy used by the Frosty Inc. consist of cooperate level strategies to make strategic alliances.
Frosty Inc. and Magic Bakes have established a project–based alliance which is a contractual,
strategic partnership agreement to pursue a business opportunity together. When we observe and
analyze ''The Background of Forsty Inc.'' and ''The Background of Magic Bakes'' at the industry ''
sections, we see that the backgrounds of these two companies are too similar while creating
competitive advantage. The business generic levels used by both of these companies is the ''quality
of products''. It is possible to say that there are mutual objectives for these companies. Moreover,
beginning from their operations and during their growth years both of these two companies had
implemented similar strategies and they are achieved at creating competitive advantage through the
same point: high quality of products.. As they created a competitive advantage to outcompete their
rivals and increase their market share. The second crucial point after creating ... Show more content
These two companies have formed a cooperation between each other, established two brand names
on their products. Both of these brand have goodwill, brand equity and brand identity. As a result,
these companies prefer to use the most common strategy that is co–branding. Co–branding means
associating a product with more than one brand name. There are advantages of brand alliances for
companies both in business and financial terms. It is possible to say that consumers have already
brand associations. Smaller brands and companies that want to improve its presence and brand
awareness from consumers, however by introducing a totally new brand does not help in this way. If
companies use the brand names and logos that have already known by consumers, in other words
inheriting the brand values, brand identity and brand equity of these existed

What Is The Brand Image In Hotel
Critically evaluate the role of the brand in International hospitality management
In the international hospitality, the brand is one of the important things in the marketing. The brand
is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or
services of one seller or group of seller and to differentiate them from those of competitors (Lisa,
2000; American Marketing Association, 1960) and it is a unique thing in the company and business.
It is maybe important on the role of the brand in international hospitality, the brand can make a
brand loyalty for customer, the brand image can give a great impression, but if the brand has many
brand extension, it will let the customer forget the original brand. In this essay, it will explain each
advantages and disadvantages of the role of the brand that how to affect in the international
hospitality.
The first role of the brand is brand image. The brand image is defined as the consumer memory hide
in the brand perception (Keller, 1993). It is mean how the customers see and the impression of the
brand. The company can use different ways to increase brand image, such as advertisement to show
the hotel can provide a high quality service let the customer feel relaxed, and the ... Show more
content on Helpwriting.net ...
The brand loyalty reflects a customer's commitment to remain in a long‐term relationship with a
brand (Jing, Andrew and Sheau, 2013; Reichheld, 1996). This loyalty can attract customer re–buy
and re–patronize the same brand product again, no matter of convenience or price. The brand loyalty
is very important of the brand and company, it is because when the customer decision to buy this
brand, they will often loyalty to that brand, keep buying on future, recommend to friends and choose
this product to others, even other brand have more better features or lower price (Assael, 1991). So
if no customers to support the brand, it will decrease the brand

The Pros And Cons Of Co-Branding
Co–Branding
True Alliance Financial offers a co–branding strategy to help your business to create a marketing
synergy. This helps your customer to know your core competencies and have more knowledge to
your brand.
True Alliance Financial offers co–branding which is also called brand partnership, it is when two
companies form an alliance to work together and create a marketing synergy. Co–branding is an
arrangement that associates a single product or service with more than one brand name, or otherwise
associates a product with someone other than the principal producer. The objective for this is to
combine the strength of two brands, in order to increase the premium consumers are willing to pay,
make the product or service more resistant to copying ... Show more content on Helpwriting.net ...
By combining multiple products under a single brand, a company is able to take advantage of its
previous investment. When businesses put together separate brands, they hope to also combine the
value and investments that those brands represent. When successful, both strategies are a way of
maximizing value and saving money.
We can help your business through co–branding and help you get the brand that will best
compliment or enhance your products and/or services you offer. We True Alliance Financial you can
be the next Hershey combining with General Mills which established a sweet relationship with the
Chocolate Giant and Betty Crocker, Best Western and Harley–Davidson teamed up and created Best
Western Ride Rewards, an exclusive Harley–Davidson frequent guest program; and Apple and Nike
brought sports and music together with the Nike+Ipod

Employee Play A Company 's Branding
As mention before, motivated employee play a main role in company's branding. Firstly, employee
could be the brand of company. As what Piercy said (1997), in some firm, a person become the
brand. Usually, they are the founder or leader, but employee also could be the brand in some firm.
For example, Lionel Messi, Cristiano Ronaldo as well as David Beckham, they have the right to get
a proportion of the income derived by their club from selling goods bearing their name, which as
their part of contract rights (). In addition, motivated staffs(stars) are vital to their artists agency
company, because the they are the goods sold by the artists agency, the most famous star usually are
their brand, such as Big bang of YG Entertainment, which is the most famous and popular group in
YG; even they could represent YG in Asia. Thus, they are the brand of their company. In this way,
motivated staff who always do well could be utilize as a brand of the merchandise that firm sell, or
even represent the whole company.
Secondly, motivated employees could help with the employee branding, which extends the concept
of the brand value and create a strong brand (). According to Edward's employee branding theory:
"employee branding is the process of ensuring that employees act in accordance with the
organization's brand value (2005, p.226)." Its needs employees throughout the organization
understand firm's brand, have brand identity and translate the abstract ideas of the brand into their

Case Purpose A New Brand Positioning Strategy Of Omega
1. Propose a new brand positioning strategy for Omega. How does this new strategy take into
account the brand's current PODs & POPs and existing customer brand knowledge? (25 points).
With regards to brand growth, the company absolutely needs to make strategic decisions to ensure
that Omega becomes the world's largest luxury watch. This would require substantial strategic
decisions to be made especially related to the Omega's product families and its associated
communication strategies. The following are the recommendations or the new branding strategies:
I. One of the primary change in strategies would require pruning Omega's product lines to make it
more coherent and to eliminate any potential intra–firm competition. Typically, the lower end
models need to be pruned so that it could be positioned as a more effective Luxurious Brand to
compete directly against other Luxury Brand watches. The prevention of any overlapping with sub–
brands will ensure that there is no potential risk to the dilution of brand image as well as reduce the
risk of cannibalization of the current product lines. This will also help in uplifting the overall brand
image of the Omega brand by withdrawing a number of Omega's low–priced models thereby
boosting the band profitability which will ensure that there is enough opportunity for the
improvement on brand margins – a key factor in reducing the price differences with Rolex. Another
underlying argument is that this process will enable the exclusivity

Concept Proposal Report Essay
Concept Proposal Report
MARK2313–2010–Y Brand Management
Tutor: Lynn Stainsby
Student name: Xuefang Geng
Student ID number: P09011557
Submission date: 16 March, 2010
Contents
Introduction 2
1. Product description 3
2. Brand Equity Analysis 3
2.1 Brand name 3
2.2 Brand image 4
2.3 Brand awareness & Brand–added value 5
2.4 Image Transfer 5
3. Marketing Plan 6
3.1 Market Gap and Competitors' Performance 6
3.2 Market segmentation, positioning and targeting 7
Conclusion 9

Reference 10
Appendix 1. 12
Perceptual Map 12
Appendix 2. 13
Stress–release office toy: Screaming chicken 13
Appendix 3. 13
Advertising copy 13
Concept Proposal Report
Introduction ... Show more content on Helpwriting.net ...
"Desk garden" complies with the Joyce principle. It clearly point out the functional attributes. In
addition, "desk" suggests the target customers are office workers, but it need to be confirmed by
more marketing communications, such as message on package and advertising.
2.2 Brand image
The overall brand image of "Innocent Breathe desk garden" should be natural, fun and a resource of
a good mood. The material associations mainly come from the header brand Innocent drinks,
(Riezebos, 2003). Innocent has high perceived performance on the pure and natural ingredients that
provide adequate fibres to healthy body, (Innocent.com). That means Innocent will evoke a direct
material association of healthy ingredients. From customer's perspectives, however, Innocent hardly
ever mentions immaterial associations about its products. For instance, Innocent always uses
animals, fruits or even just a bottle to endorse its products, rather than any human beings. That
repeatable marketing communications indeed enhance customers' familiarity of "good for health".
But when customers' needs go beyond physical health, Innocent will not be able to cope with them
because the former familiarity. In order to avoid suffering from "stereotype limitation", a method to
show the familiar brand in a different context is appreciated (Shimp, 1991, cited in Randi, 1997).
With regard to that theory,

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

Marketing Strategy : A Brand Strategy
Brand Strategy
A brand strategy is a formal plan used by a business to create a particular image of itself in the
minds of current and potential customers. When a company has created and executed a successful
brand strategy, people know without being told who the company is and what they do.
Branding is indeed a high priority for many hotels, most visibly the major chains. Maintaining the
Hilton or Hyatt brand is the responsibility of a small army of high caliber marketing executives, and
these chains expend significant resources to keep their brands strong. Many independent hotels don't
have the resources or the time to dedicate to that level of brand development but that doesn't mean
that branding should be ignored altogether.
Branding a ... Show more content on Helpwriting.net ...
Add new dimensions and promotion plan for different our business from others. After achieving our
target in USA market gradually we will spread into out of the country. And make good relationship
with other countries travel agencies as per the cost cutting policy.
Marketing Strategy:
Greenline Travels will use several different forms of communication for their marketing strategy.
The first effort will revolve around their Internet site. Greenline Travel 's demographic relies heavily
on the Internet for information. While Greenline Travels try to create a website, they recognize that
resources are required to maintain the site as well as continually improve it. The website will
constantly tested to determine that it is coming up as one of the top results when key words are
entered into a search engine.
Another form of communication is magazine advertising. The advertising will occur in magazines
whose readership has similar demographics as Greenline Travels. The magazine advertisements will
be used to increase visibility of Greenline Travels and position it as the top service provider in the
high–end hard adventure market.
As time progresses and a loyal customer base is established, Greenline Travels will rely on email
newsletters and direct mail to the customers that are on the Mailing list. The newsletters will share
specials (both trips as well as special deals) to this select group of customers. The goal of the
newsletters is to

Co Branding : A Co Brand With The Government Of Vietnam
Stanford Co–Branding Internationally
Stanford Medical Center has the opportunity to co–brand with the government of Vietnam. Co–
branding is a well–known scheme that is being implemented within health care systems in attempt
to maximize marketing budgets and build partnerships. The Center goals will be to shift the original
brand preference to the new co–brand successfully. Also, to train and educate the facility of doctors
and nursing staff, as well as, help improve and monitor its quality programs. There are hazards,
benefits, and constituents that must be taken along with developing the co–brand globally. This
report will concentrate on these topics (Berkowitz, 2011).
Major Trade–Offs or Risks
There are fears and risk elements associated with co–branding when two organizations market its
names alongside each other. The main risk exists in terms of damaging the existing product's strong
brand equity (Payne, Storbacka, Frow, & Knox, 2009). Other hazards are linked up with
compatibility between brands, market violations, partner's agreement commitment, and potential
conflict (Berkowitz, 2011).
Benefits of this Endeavor
Stanford Medical Center is domestically known and well–respected. The biggest enhancement is the
gross revenue potential of a product or service. This benefits Sanford with gaining new access to
new nations or regions, which minimizes the investment required to introduce new marketplaces and
offer the possibility of quicker returns on marketing investment

The Crisis Of Product Quality Issues Essay
Tokyo Jane has recently been faced with a crisis of product quality issues. There are many things
that can lead to this shortcoming, things like outsourcing, company mission miscommunications,
and employee specialization.
Outsourcing issues is the largest concern when it comes to quality control. Tokyo Jane decided to
outsource very early with the production of its jewelry. This outsourcing creates a loss of control for
Tokyo Jane compared to what they would experience if they kept the production in–house. To
combat issues of bottle necking from their supplier Tokyo Jane had hired several different suppliers.
Although this helps with the bottle neck issue, it opens up a much bigger need for higher quality
control. It is very difficult for these suppliers to produce identical jewelry to the other suppliers
which is critical for the success and consistency of Tokyo Jane.
Another aspect that can cause quality issues is the misinterpretation of the company mission and
slogan. The working slogan that is currently on the wall says "Tokyo Jane – luxury for less." This
led some of the employees to think that they were in the business of creating cheap Chinese jewelry
thinking that it is okay to sale products that are cheap and of OK quality. This miscommunication of
the slogan leads Tokyo Janes employees to be on a different "page" than the rest of the company.
When the slogan states that they offer luxury for less it it's supposed to mean they offer a good
quality for a good

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

Marketing Planning : The Marketing Plan Essay
To attract mixed segment ther is need to marketing planning is indeed the key to the whole
marketing process. The marketing objectives state just where the company intends to be; at some
specific time in the future. James Quinn succinctly defined objectives in general as: "Goals state
'what ' is to be achieved and 'when ' results are to be accomplished, but they do not state 'how ' the
results are to be achieved.
They typically relate to what products will be where in what market. They are essentially about the
match between those "products" and "markets." Objectives for pricing, distribution, advertising and
so on are at a lower level, and should not be confused with marketing objectives. They are part of
the marketing strategy needed to achieve marketing objectives.
To be most effective, objectives should be capable of measurement and therefore "quantifiable."
This measurement may be in terms of sales volume, money value, market share, percentage
penetration of distribution outlets and so on. An example of such a measurable marketing objective
might be "to enter the market with product Y and capture 10 per cent of the market by value within
one year." As it is quantified it can, within limits, be unequivocally monitored; and Corrective
Action|corrective action taken as necessary.
The marketing objectives must usually be based, above all, on the organization 's financial
objectives; converting these financial measurements into the related marketing measurements.
He went

Dr. Dre 's Marketing Strategy
In terms of challenges, Beats have been applauded for their great marketing strategy, but criticized
actually for the quality of their product and the tangible benefits that it provides. If Beats'
competitors were able to capitalize better on marketing strategies similar to Beats, but offering
superior product (such as Bose headphones), they are going to be able to compete or overtake Beats.
In the long term, Beats might face challenges expanding outside the United States. The specific
marketing strategy they pursued in that market, capitalizing on the celebrities advertising and strong
graphic presence in social media will need to be redefined for specific markets. Right now, Beats are
basically still unknown in Europe.
b.) Dr. Dre should expand its product portfolio in audio industry including as portable and wireless
speakers, co–branded smart phones or music streaming services. Dr. Dre could expand by forming
by allying itself with companies that provide any audio features, including laptops, cars, tablets. In
other words, Dr. Dre should align itself with any company produces sound, creating the association
of good quality sound, no matter where it coming from, laptop, car or headphones, with Beats.
While the streaming music industry is very competitive right now, Dr. Dre has points of difference
that allow him and his products to stand out. The brand had been already succeeding thanks to the
strong brand recognition and association due to celebrities endorsements,

Case Study Of Pepsi Cola
Long before now has branding been considered as one of the peripheral aspects of business.
Manufacturers, investors and other key players focused on the product without paying much
attention to the consumer. But as the business landscape got tougher, marketing became not just an
integral part of business but one of the fundamental principles of success.
In recent times, branding has played a pivotal role in some brands' success. This has been made
possible through the ability of some marketers to capture the essence and minds of people
(consumers), and put the trends and characteristics into the personality of a brand. Customers have
always found ways to identify themselves with certain products, and on several occasions, branding
campaigns ... Show more content on Helpwriting.net ...
Belch and Belch (2001) stated that the ultimate goal of an organization is to create brand loyalty,
which in return, ensures continued patronage. Pepsi Cola is one of the world's most popular drinks
holding about 29.3% of the entire fizzy drinks market (Esterel, 2011). Pepsi cola is a brand known
for reinventing itself with its various logo changes. These rebranding campaigns have been
strategically positioned to keep the Pepsi brand relevant within its target audience, the youth. Pepsi
still desires to be perceived as trendy, and appealing to the younger generation. The rebranding
campaigns are meant to appeal to the forth–coming generation and eventually create brand loyalty.
Pepsi have adopted a brand campaign set to distinguish them from other brands. They present the
brand as a contemporary product as opposed to a classic relic and thus they grab the attention of the
youth. It is therefore very important to understand the loyalty consumers have towards a "brand"
that has undergone several changes that include facelifts and general rebranding. It should however
be noted that any one of these evolutionary trends will always have consequences. It would be
interesting to unravel how much of a success Pepsi has achieved over the years especially with its
most recent rebranding

Branding : A Tough Ball Game
Branding: A Tough Ball–Game
In the contemporary business scenario and the stiff market competition, 'brands' are inevitably
gaining importance in business perspective as the most valuable assets that can be possessed by a
firm. The markets in the past were closed but now with the forces of globalization and liberalization
taking over the ride, the competition prevailing in the market has boosted up significantly and hence
there is a herd of marketers that are constantly yearning for portraying their product as a unique
product proposition delivering most satisfaction and hence to accomplish this objective they come
up with a brand. The present study explores the various facets of business activity involved with
'branding'.
The concept of 'branding' can be understood as a unique identity of the goods and services delivered
by the sellers in terms of "any name ,term, sign, symbol, design or combination of all" which help in
differentiating the seller from his rival firms. The purpose of branding is to establish faith, trust and
confidence among the users to make a distinction among the plethora of firms offering similar kind
of products. Grassl highlights the importance of branding and its linkages with consumer's
perception as he asserts that, "brands supervene on products, much as the mental has been claimed
to supervene on non–aesthetic properties" (Grassl, 1999).
The two element structure of branding with respect to the customer's perspective assumes it to be
comprising of

Marketing Analysis : Nike 's Brand
Branding
Just do it! Most people know this slogan is a trademark of Nike's shoe company and one of the core
components of Nike's brand. Brand equity represents the sport consumer's associations (both
positive and negative) with a sports team's name, logos, and images (Gladden & Wong, 1997).
Essentially, there are four main pillars to brand equity. First, perceived quality is consumer's
judgments of an item's excellence in respect to its intended purpose. In the case of sport, this alludes
to the sport consumer's perception of the quality of a team relative to its competition. An example of
the competition would include other teams in the conference/league. Second, brand awareness is the
way a consumer will recall a brand and its name. A ... Show more content on Helpwriting.net ...
Lets us examine couple way that show the power of the RedBull's brand. The extent of Red Bull
activities is humongous. It gets included in a wide blend of games and sports, for example
wakeboarding and motorcycle racing. Many Red Bull music events, sponsoring athletes, for
instance motocross racer Ashley Fiolek. In addition, teams for example such as the New York Red
Bulls soccer group and a whole lot more. The Red Bull website has entertainment features like the
Red Bull Soapbox Racer video game, week after week rock music announcements on the Rock
Report, in addition to a section on TV shows and movies. The rundown of their entertainment
highlights continues forever and is caught on their Facebook Page, which has more than 37 million
followers (Prophet, 2016). With well more than 100 potential points of contact, Red Bull will
connect will connect with their market in various ways very easily (Prophet, 2016). What 's more,
more critically, Red Bull turns into a major part of their client 's lives. Red Bull trusts in owning
groups and events with the goal that they have control over the content and the cost. They have two
expert soccer groups, two Formula One car racing team, the Red Bull Cliff Diving World Series and
significantly more. Notwithstanding when Red Bull backs a athlete, they get involved; it is not

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

Classic Knitwear
Classic Knitwear and Guardian: A Perfect Fit Problems Classic Knitwear's most prominent dilemma
is its low gross margin. In comparison to the 30%–40% gross margins of the leading branded
product manufacturers, Classic Knitwear's gross margin of 18% is alarmingly low. The company
attributes their low gross margin to its private label and unbranded knitwear having no branded
recognition among retail customers. Although Classic Knitwear had recent success in shrinking that
gap between themselves and the leaders, the growth–hungry board still demanded better results. As
a publicly traded company reporting $550 million in revenue, Classic Knitwear needed to make
decisions that satisfy its board and investors, as well as better the ... Show more content on
Helpwriting.net ...
This way, they can focus on what they know best as well as tap into new markets. Also, Guardian is
very familiar with the Sports market and is a relevant company in that sector. As a result, there may
not even be a need for three new sales representatives if Guardian has sales representatives that are
also familiar with that sector. It is apparent that with the projected spending, Classic Knitwear is not
going to be able to breakeven. The survey results helped lead Classic Knitwear to the conclusion
that they would be able to garner 527,250 units of shirts sold in the first year or $9,421,957.50 in
sales. The costs associated to this project expect a breakeven goal of 617,731 shirts or
$11,038,852.97 in sales. It is obvious that they will not be able to sell enough shirts in order to cover
their costs. Their projected sales are 90,481 units below what is needed and will leave them with
$1,616,895.47 of uncovered costs. This is a big issue for the company especially with an objective
of having a gross margin that is consistently over 20%. A final alternative that can both address the
margin objective and allow for them to break even would be to cut down on fixed costs. Through a
profit margin breakeven analysis we were able to conclude that in order to breakeven with 617,731
units

Marketing Strategy Of A NASCAR Company
NASCAR is a well–known brand name because it utilized an organized approach in creating a
branding strategy. The importance of a branding strategy is to help the audience understand how the
company operates and what the company stands for. NASCAR has utilized one main concept to
form such a strong brand name and that is by co–branding. Co–branding is helpful to NASCAR
because the racecars and drivers' outfits are filled with different company logos that support that
specific NASCAR team. The sponsorships are a great way for NASCAR to develop and expand
their brand image and helps increase profits for NASCAR as a whole. Secondly, NASCAR is
implementing marketing strategies to help them remain successful. A successful marketing strategy

Disadvantages Of Co-Branding
Many companies in today's world of globalisation and with increasing pressure to become cost
effective and efficient, are looking for different ways to increase brand equity, brand affinity and in
general to expand their brand awareness (Stutz & Schaffner, 2011). One consideration for
companies in answer to this is co–branding strategies. As well as reinforcing brand image and, co–
branding has also become an increasingly strategic tool to capture higher market share and increase
profits and is seen to have the advantage of gaining access to new markets (Swaminathan, 2006).
Advances in technology have made co–branding possibilities more accessible to many companies
(Rid & Pfoertsch, 2013). Co–branding can be described as the combining of two or more brands into
a joint product or when they are marketed together in some way (Kotler & Armstrong, 2012) or with
two or more brand names being are presented to the customer jointly (Rao, Qu, & Ruekert, 1999).
The advantages to companies of embarking on any co–branding undertaking are well described
(Grebosz & Otto, 2013; Stutz, 2011; Swaminathan, 2006) and almost considered even as a win–win
for many organisation (Washburn, Till, & Priluck, 2004). However, there ... Show more content on
Helpwriting.net ...
Brand extension can be either when a brand is extended into the same product category or into a
new product category. Aaker and Keller (1990) describe this co–branding strategy as when a new
product or service uses an existing brand name that had been associated with it before the extension.
The strategy is that the brand equity and brand image of the brands used to create what is called the
extension, transfers to the extension (Hadjicharailambous, 2013). This brand image quality of the
existing or parent brands, and the perceived brand fit that are the main factors that influence the
success of the extension (Meyvis, Goldsmith, & Dhar,

Brand Extension Essay
EVALUATING THE VARIOUS FACTORS EFFECTING BRAND EXTENSION IN FMCG
Abstract
Purpose: Brand extension refers to the use of recognized brand names for introducing new offerings
. In a typical brand extension situation, an established brand name is applied to a new product in a
category either related or unrelated, in order to take advantage of the equity of the core brand name.
The present study is based on two highest selling FMCG companies in India i.e. Hindustan Unilever
& ITC. Indian Tobacco Company Limited "ITC" is rated among world's most reputable companies
by Forbes magazine and among India's most valuable companies by Business Today. It ranks among
India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published
by the Economic Times. The Company has a diversified presence in FMCG. Hindustan Unilever
Limited ("HUL" or "Company") is a Fast Moving Consumer Goods (FMCG) company. HUL has a
diversified presence, It has 35 different brands in 20 different categories ... Show more content on
Helpwriting.net ...
Hypotheses
H1 The higher the perceived reputations of the parent brand, the more favourable should be
evaluations of the brand extensions.
H2 The higher the perceived risk associated with the extension category, the more positive will be
evaluations of the brand extensions.
H3 The higher consumers' innovativeness, the more positive should be the evaluations of extended
brands.
H4 The lesser the price of the new product , the more positive will be the evaluation of Brand
Extension.
DATAANALYSIS
Table 1.1
Final

Ingredient Branding of Industrial Goods
Ingredient Branding of Industrial Goods:
A case study of two distinct different automotive suppliers
Waldemar Pfoertsch[1] / Johannes Rid[2] / Christian Linder[3]
Abstract
This paper concerns ingredient branding; more specifically, ingredient branding for industrial goods.
Although research in ingredient branding has been quite intensive in the area of fast moving
consumer goods, considerably less research has been carried out for industrial goods. In this paper,
the authors provide insight into whether successful ingredient branding can be transferred to
industries where it has not been a common phenomenon: automotive suppliers.
Two major companies in the automotive industry are analyzed in this paper: Autoliv, a major player
... Show more content on Helpwriting.net ...
2. Can you ingredient brand where branding is not a common phenomenon?
The reason companies start to co–operate is due to technological and psychological changes of the
business environment. There are two reasons why this occurs (Uggla, 2000): First, technology and
new distribution patterns open up new possibilities for cooperation where brand extension and brand
alliances become more interesting from a strategic point of view. Second, consumers look for risk
reduction, and brand extension and brand alliances might be the right strategies to reduce consumer
risk. Strategies to meet the demands of a changing world are co–branding and ingredient branding.
There are some good examples of ingredient branding of durable goods on the market, such as
Shimano as a component supplier of cycles, and Intel in the computer industry. Intel, for instance,
"positioned itself to be the heart and soul of personal computers. The strategy was to create a brand,
and it worked – for PCs" (Karolefski, 2001). In other industries that produce industrial goods, like
the car industry, ingredient branding has not been a common strategy. The primary question that
guides us through this paper is: Is it possible for industrial goods industry like the automotive
industry to adopt an ingredient brand when ingredient branding is not a common phenomenon?
3. Analyzing with real world data
In this paper, real world data from two different companies were collected and

Marketing Plan For A Company
For a firm to remain competitive, decisions must be made that will ensure profit and success. If
products are not selling well adjustments to these products must be done in a way that improves,
reintroduces, adds to or removes products from the market. To ensure successful sales of a product a
brand name should be established within the market. Customers must be able to distinguish your
product from the competitor's products. The product must be of high quality and earn the trust of
your customers and develop a loyal customer base. Once your product has that loyal customer base
and product identity it is much easier to introduce a new product due to the familiarity and trust in
your product name. The branding strategy used by ... Show more content on Helpwriting.net ...
– Modification is changing one or more of the products characteristics. The product can be enhanced
to better compete with higher quality products. The quality of the product can be lowered to be more
available to customers of a lower class. The product's style and function can be altered for better
acceptance to consumers as well.
– Planned obsolescence is the practice of a firm to discontinue the production of a product so that it
becomes obsolete before the product actually needs replacement. This is mostly used with different
forms of electronic products such as cell phones whose technology changes so quickly.
– Repositioning a product is changing the consumer's perceptions of a brand. This is done by
reintroducing the product in a different manor.
– Extending the product line is adding to a firms existing line to better compete within that industry
or market.
– If extension is excessively done the firm will use contraction to remove items from its product line
that were added. This will allow the firm to concentrate on its core products and the removed items
resources will be utilized for those core products. (Lamb/Hair/McDaniel 182–184)
Why are brands valuable to firms?
To succeed in the market a product must stand out from competitor's products. Marketers use the
brand, which is a name, term, symbol, design, or combination of these that identifies a product of a
firm from that of their competitor's

Brand Extension Success Factors
Brand extension success factors
Problem definition and objectives
In a highly competitive environment, organizations are convinced that the launch of new products in
order to stratify the need of consumers can lead to an increase the success of a company. The
strategy of launching new products can be successful but it remains some risks. Indeed, the
launching from 30 to 35 % of new products has failed. Because of some factors like the high level of
advertisement costs and the increasing competition, it becomes more and more difficult to introduce
new products on the market.
A strategy to reduce these risks that becomes more and more popular is to follow a brand extension.
Indeed, this strategy gained grown since 1984. In the USA, ... Show more content on
Helpwriting.net ...
"Image": The brand image is the factor that influences the consumer's behavior regarding the new
category of product under the evaluation of the core brand image. We're talking here about the
global perception of brand personality.
"Credibility": reflects the standing of the extended product in terms of price, quality, customers
services,...
"Leverage": is the typical properties owned by a brand that gives a competitive advantage to the
brand extension in its new category. We could also include in this section the "Transfer" factor
which is the ability of a brand to transfer experience and skills to the brand extension.
If we consider that a brand extension has to be spread on these axes regarding consumer's
expectation, we can extract some statement from those definitions and construct some basic
principles for a successfully brand extension.
First of all, a brand stretching has to be logical with consumer's expectations. The extended product
must fit with the brand's categories of existing products.
Secondly, parent brands must own some distinctive properties that give a competitive advantage to
the company. Those attributes are not necessary to be exclusive ones but have to be important in the
new category.
Finally, the brand image has also a decisive impact on consumer's perception of an extended
product. People tend to identify themselves to the personality of a brand. If these characteristics are
well shared

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

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

Using Branding And Co Branding Opportunities For Lenovo
1a. Fill in the spreadsheet using the information given. 1b. Briefly explain the results of the
spreadsheet. After examining the results of the spreadsheet it looks as though the launch of the tablet
will be a success. Development costs are high in the beginning, but there are enough units sold
throughout the ten year period to compensate for the high cost to release the new tablet. The NPV of
$91,307,397.18 shows financial health in the ten year period during the release of the tablet as well
as after. The NPV also reveals that the profit from the tablet has a high return. 2a. Determine the key
approaches that you will use in order to incorporate branding and co–branding opportunities for
Lenovo. The key approach used for the new ... Show more content on Helpwriting.net ...
Briefly describe the strategy for leveraging the current Lenovo brands with the new tablet product.
The current Lenovo brands will work with the new tablet product by giving the same brand
messaging. Current products will also be advertised to enrich the lives of the consumer by using
Message Engineering. Lenovo will be presented to the consumer as a lifestyle brand. The genius of
Apple as a brand is that it has come to embody a lifestyle that resonates with their customers,
(Cuneo, 2003.) In order to compete with brands like Apple, Lenovo will need to incorporate
previous products to work with the new tablet. The idea is not about technology, but how that
technology can enrich the everyday life of the consumer. 2b. Propose a strategy for advertising the
new tablet with other countries. Lenovo will continue to use Message Engineering in the advertising
of the new tablet globally. Products are purchased in order to fill the void that is created by a want or
need of the consumer. Message Engineering will work with all people as it will play on the
psychology in advertising and continue the goal to make Lenovo a lifestyle brand. Determine
whether the content of ads would be similar to the standardized ads geared toward other work
markets or if the ads should be customized for a new country. Briefly explain the answer. The
content of the ads will be a localized strategy that is

Roles Of Cross Culture Management
Table of Contents
Chapter 1: Literature Review 3
2.1 Introduction 3
2.2 Brand Portfolio 3
2.3 Acquisition of foreign brands and strengthening brand portfolio in China 4
2.4 Role of cross culture management in acquisition 6
Chapter 3: Methodology 8
3.1 Introduction 8
3.2 Research philosophy 9
3.3 Research approach 9
3.4 Research strategy 9
3.5 Sampling and sampling techniques 11
3.6 Data collection techniques 11
3.7 Data analysis 12
3.8 Ethical considerations 12
List of figures
Figure 1: A case of more brands less revenue 7
Figure 2: Managing cross culture through approaches to cross cultural trainings. 8
Question: The role of cross culture management in acquisition: What happens when a western firm
acquires a Chinese company?
1.1 Introduction This section presents synthesis of literature on how acquisition of foreign brands
helps a company to strengthen its brand portfolio in relation to companies that operate its business in
China. What Slack et al. (2013) said is true that a firm must develop its internal capabilities in order
to achieve competitive advantage. In this case is developing capabilities through cross cultural
foreign brands acquisitions. Acquisition is one form of foreign market entry strategy besides other
methods like franchising, joint ventures, foreign investments, exports and others (Terpstra and
Sarathy, 2001).
1.2 Brand Portfolio It is important to understand that a brand is a key asset for a firm especially
when it involves

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