Vertu Luxury Branding

Vertu Luxury Branding
VERTU presentation for "Branding for Luxury Products" course. HISTORY The VERTU originally
started in 1998 in Great Britain, now wholly owned subsidiary of Finnish company Nokia. The
same year founder and Chief Designer, Italian Frank Nouvo began putting his ideas for Vertu on
paper and the board of Nokia gave the project a green light. Frank Nuovo was a design strategist at
Nokia from 1995 to 2006, when he left to become Vertu's lead designer full time. Also in 1998 the
company made it a company principle of hand making their products with "exotic, rare and
naturally durable materials". In 1999, their characteristic V form was established, ... Show more
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Place: Vertu phones are selectively distributed. They are available at company–owned boutiques and
at other various company–selected luxury stores like London Jewelers, Goldsmiths, Tourneau and
Colette. Vertu locates its stores in luxury shopping districts of large metropolitan areas and opens
relatively few stores. The stores are small, intimate and have a luxury feel more like that of a
jewelry store than a cell phone store. All sale locations can be found on vertu.com. Promotion: Vertu
acquires much publicity from sales to celebrities like David Beckham, Madonna and Gwyneth
Paltrow. As well Vertu has collaborated with big brands before like Ferrari, Boucheron and
Audemars Piguet. Vertu releases different collections at different times and will only make a certain
number of phones in order to keep a prestigious image and attract buyers. Vertu has a website for
publicity which features product descriptions and photos of celebrities who own Vertu phones.
POSITIONING Vertu was a pioneer in the luxury cell phone market and has positioned itself as the
top–of–the–line targeting high–net–worth individuals. Vertu accomplishes this by using only the
finest materials to manufacture their products which are all handcrafted ensuring that every product
is of perfect quality. Vertu will release different collections each featuring different materials and
designs which make the collections unique and prestigious; their most expensive line ever was the
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Executive Summary Branding the Nation
Executive Summary:
Branding the nation: What is being branded? Journal of Vacation Marketing Volume 12 Number
1.2005 p. 4–13
The author:
The paper is written by Ying Fan a senior lecturer at Brunel Business School, Brunel University in
London. Dr Fan has held faculty positions at the universities of Lincoln, Hertfordshire and Durham.
His research interests surround branding and marketing communications, and cross–cultural
management issues.
Topic:
Branding the nation: What is being branded? The major topic of the paper is what nation branding is
and what the purpose of nation branding is.
Research question :
What is being branded?
Is a nation brand a separate entity, or an element in the product brand?
What is the ... Show more content on Helpwriting.net ...
The author points out that a nation is not a product in the conventional sense . The Nation itself can
hardly be changed, the benefits are purely emotional, the Image is complicated and the ownership is
unclear. A nation brand is not centered on any specific product, service or cause that can be
promoted directly to the customer. But Nation branding concerns a countries whole image, covering
political, economic, historical and cultural dimensions. A Nation has not one but multiple images.
What image is retrieved depends on the audience , the context and the time. The author finds out
that negative national image does not necessarily affect the purchase of products made by that
country, by giving the example of Japan and China. The author tries to find out the direction of the
correlation between countries that have produced strong brands and those that are strong brands
themselves . Nation branding must be distinctive and help the country to position itself against
competitors . A difficulty is that an international

Marketing Of Branding And Marketing
Introduction
Branding and marketing is the most important part in the business. Marketing goods correctly can
take time and a lot of work. If the goods are marketed the wrong way it will affect the brand
tremendously. Marketing works hand to hand with brand, without one another the business wont
exist. Branding gives a great meaning to the business and people remember your business name by
branding. This is why, it is important to have and build a great brand name. You can have a great
brand name and reputation, but it takes only one unhappy customer to ruin you and your brand
name. Companies build brands using memorable names, symbols such as logos and other images
and phrases. Catchy slogans, for instance, sometimes become strongly connected to your brand so
that people easily recall the brand from hearing the slogan (Branding & Other Marketing Concepts).
Argument
Kevin Roberts and Naomi Klein are new in business and having disagreement in positioning and
building their brand. They make and sell high fashion dress and shoes. They have high end clients
who are willing to pay a lot of money for custom designer clothing. Kevin wants to market and sell
everything for higher price and market only rich people. Naomi wants to market everything
affordable and sell it to middle to high class clients. They are having an argument and can't decide
what to do. They hired me to advise them and help them with their problem.
Analysis
Customers prefer to shop with brands they feel

The Impact of Reduced Branding on Consumer Choice
According to Dr Jane Leighton and Dr Geoff Bird (2012) investigated three processes which were
the impact of reduced branding on consumer choice, the impact of increased non– branded
information on consumer choice and the impact of copycat branding on consumer choice. Data was
collected from 35 participants. To collect data for the processes methods like attention, look
duration and recognition of consumers were used. The first process which whether consumer choice
is affected by the reduced branding on the packaging resulted in positive as reducing branding could
have a detrimental effect on consumers attention and ability to recognize the brand. The result of the
impact of increased non– branded information on the packaging showed that it will have a small
effect on consumer's recognition of brands. The final process which was the impact of copycat
branding which is brands that are perceptually similar to other established brands, has positive effect
on the brand recognition.
According to Mohmmad Doostar and Maryam Kazemi (2012) researched the impact of brand equity
and purchase decision of final consumer. The researchers have used the model of brand equity
according to which brand equity has four dimensions perceived quality, brand loyalty, brand image
and brand awareness. The methods to gather information in this study used were library (specialized
texts) and field methods (questionnaires collected); the target population in this study was the
buyers of the

Branding Essay
BRANDING ESSAY
Subject:
The brand as an aspirational and cultural agent
14/03/2013
According to Philip J. Kotler "a brand is a name, term, sign symbol or design, or a combination of
them to identify the goods or services of one seller or a group of sellers and to identify them from
the competitors". This definition expresses the brand as the sum of the representations that we have,
however, the brand is also a cultural agent. To remain permanently in the mind of the consumer
brands must build a recognizable brand and offer their cultural role models to their customers. Thus
it is necessary to include this cultural aspect to the marketing strategy of the brand. After explaining
how this cultural and aspirational aspect is ... Show more content on Helpwriting.net ...
Even if this has a great value in brand equity, it is not enough to form a brand culture. The
cornerstone of its creation is a major concept; which is distinct to the brand and based on an
innovative aspect (e.g. Nike and culture transcendence).In this case there is a set of communication
shared by a class of consumers relaying the brand culture. This research of brand culture is
becoming more and more important, especially because consumers search meaning in their
consumption and they need to be involved in this consumer society that is constantly evolving.
Similarly, the development of the media and especially the internet makes it fertile ground for the
development of this cultural facet.
We are part of a brands cultural bath influencing us in all our acts of consumption. The brand is a
center of social identification of the individual, our consumption reflects our identity. Especially for
brands that operate as social signs (car brands, clothing, food, telephone, etc. ...). And brands have
become cultural facts, when we consume we do not consume only the product but also the brand.
Every act of consumption is symbolic and cultural; there is no longer a pure commercial
consumption. "The brand becomes a symbol, a materiel

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

Swarovski Branding Strategies & Products
SWAROVSKI. Branding for luxury goods
Group G. Members:
Truong Anh Bao Nguyen
Yunkyung Choo
Lilit Nagapetyan
CONTENT: 1 History 2 Concept 3 Brand Strategy 4 Marketing Mix 5 Positioning 6 Services 7
Target Consumer 8 CBBE Pyramid 9 SWOT analysis 10 Competitors 11 Recommendation 12
References
1. HISTORY:
1882 Daniel Swarovski (1862–1956) invents a revolutionary machine that allows crystals to be cut
more precisely than with existing manual methods.
1895 Daniel Swarovski founds the company in Wattens, Tyrol, with the vision of bringing joy to
people through crystal. His guiding principle is still followed by the company today: "To constantly
improve what is good."
1949 SWAROVSKI OPTIK is ... Show more content on Helpwriting.net ...
Recently, Swarovski hired Yellowdoor as retained agency, which will focus on positioning as an
affordable luxury brand. * Luxury fashion brand * Market leader in the luxurious crystal industry *
Multi–faceted business * Affordable luxury brand
6. Service * Collection of rings, pins, earrings, pendants, necklaces, hair jewels, cuff links, charms,
brooches, bracelets, bangles and gifts. * Large variety of color options * Vast selection of gifts
available for fewer than $100 * Magazine and group for Swarovski enthusiasts. * Free shipping
standard on orders more than $95 * Customized gift messages * Free gift wrapping and bag *
Scheduled delivery * Right to return (2 week return policy) * Product warranty * After sales
services
7. Target Customer
Swarovski's target customer is "every female" from 17 to 71 in terms either of buying or gift
receiving because they offer diverse products to such a broad range of people. Even though each

group (tweens, generations X,Y and Baby Boomers) has its own needs and values, Swarovski meets
most of them. Swarovski Jewellery bases most of its market on women of age 25 and above by
creating bridal, business, classical and sophisticated collections. It also include men accessories
such as bracelets and watches, and of course kids over 6 years old. Also, one of the biggest
Swarovski's market target today is fashion

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
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 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

Adidas branding strategies
Strategic Brand Management of Adidas
Duraiganasan Subramaniam
SCSJ–0003731
BA456 Marketing Cases
Mr.Francis Ng
Adidas
Introduction
Adidas is a Germany multinational corporation that design and manufacture sport accessories and
clothing. Besides, its core business adidas also have leverage its product types such as bags, shirts,
watches, eyewear, and other sports– and clothing–related goods. Adolf Dassler, founded adidas in
1948, after the separated from his brother Rudolf who was founded Puma which is main rivalry of
adidas in early years.
Adidas has successfully made its brand as one of the well–known brand in world .in The
Corporation always strives hard to add value to its brand in global market. Branding is an important
... Show more content on Helpwriting.net ...
Adidas gets validation and recognition through certain promotion partnership.
Adidas spends significant resources on sponsoring top sport teams, sport competitions, events as the
part of brand positioning to commercialize the brand image. This is the route using by adidas to
show its credentials in performance arena. Through brand positioning like this, they expend the
product image in sport inspired lifestyle markets. Adidas brings its passion for great products to the
biggest stages in the world with sponsorship agreements for the FIFA World Cup, the NBA, the
European Rugby Cup and the past London 2012 Olympic Games. Adidas also sponsoring famous
sport clubs like AC Milan, Liverpool, Real Madrid in football, the New Zealand All Blacks in rugby
and so on. This strategy not only attracts its fans to buy adidas products, where it also increase brand
popularity in world level. Adidas regularly bring new global marketing concepts to life, which can
be easily leveraged to create simple and powerful brand messages and support an array of product
offerings.
Customization
The latest and an aggressive global brand development strategy used by adidas is creating customize
footwear by specially focusing each customers. The concept of this strategy is introduction of a
revolutionary new footwear customization concept called Mi Adidas.In keeping with the companies
aspirations to build closer bonds with customers the Mi

Underdog Branding and Its Consumer Appeal
Picture the Jamaican bobsled team going for the gold at the Winter Olympics. Or competitors in
what seem fundamentally unbalanced battles: the Chicago Cubs versus the New York Yankees,
Apple versus Microsoft, and Southwest Airlines versus United.
In the public eye, the weaker party is often more attractive. Why?
The reason might be an increasing willingness on the part of consumers to identify with the
underdog. In today 's economically difficult times, it appears, underdog brands are gaining
psychological, and real, power in the marketplace.
"In today 's world, underdog narratives address real–world challenges and anxieties faced by
increasing numbers of Americans."
As HBS professor Anat Keinan explains, "Today, underdog brand ... Show more content on
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* Snapple forged its initial popularity with underdog narratives and "got its juice back" by
reintroducing stories about its quirky founders and its underdog spokesperson, Wendy. * Nantucket
Nectars ' label portrays the story of the founders who started "with only a blender and a dream." *
Brands such as Google, Clif Bar, and Apple celebrate their garage origins. Hewlett–Packard recently
bought, and has a whole section on its Web site dedicated to, the garage in which it started. It is now
a historical landmark. * Starbucks, in an effort to reverse declining sales, recently launched Pike
Place Roast, which emphasizes the brand 's humble Seattle coffee culture beginnings. * Adidas 's
"Impossible Is Nothing" campaign emphasized the underdog stories of famous athletes.
Q: How did you notice this trend? How did you study it in–depth?
A: Our interest was piqued during the 2008 presidential election when virtually all the candidates,
including Obama, McCain, Clinton, Edwards, Huckabee, and Paul, portrayed themselves as "the
underdog." A market scan of contemporary branding practices also indicated a rise in underdog
positioning across a diverse group of brands.
Given that psychological research has shown that people want to associate themselves with winners
(and therefore with winning brands), we thought it was interesting that brands would try to position
themselves as

Advabtage and Disadvantage of Branding
1. Introduction
Everyone from countries to political parties to individuals in organisations is now encouraged to
think of themselves as a brand, in which have seen the obvious success of the brand concept in past
years (Geoffrey R., 1997). Why the brand is significant? And what make the brands so attractive and
successful? This article will explore the role of the brand and critically analyse the advantages and
disadvantages of branding.
2. Brands and Branding
Some analysts see brand as the promise of something. That something is intangible, but it could be a
guarantee of quality, a sense of prestige, or of heritage. Everything the customer experiences in the
process of evaluation, trial, purchase, and adoption is a verification of ... Show more content on
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When someone goes shopping at Morrison for example, strong brand names make it easier for the
customer to locate and identify the suitable product needed. It promises and delivers high level of
assurance to consumers. Branding may also enhance the customer's experience aesthetically and
psychologically (Melissa Davis, 2005); through branding, consumers can form some sort of
attitudes and feelings towards the product. This builds brand loyalty towards the brand by the
consumer, which assists decision making by building trust, familiarity and assurance of a certain
standard. It is the way of expression of individual's personality and what they stand for. To some
extent it meets the aspirations of customers as well. That is why people regularly ask for a 'Coke'
rather than a cola. Furthermore, Branding increases the innovation potential of manufacturers, and
leading to more variety and consumer choice.
From a manufacturer 's perspective, branding has distinct advantages in many ways. By observing
the brand equity and benefits of branding listed in Table 2, the main interest of branding to a
manufacturer is that it builds a high brand loyalty; in turn generate higher and more stable sales and
profits. High brand loyalty can help the consumer to overcome any price change of the product. In
recent years, Nike and Sony have been able to establish

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

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

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
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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

Case Study Of Kavalan Branding
Recently, a broader context of branding has developed on the focal point of customer experiences
designed by different sorts including company–customer, employee–customer, and customer–
customer interaction–imbedded companies (Brodie et al., 2009; Merz et al., 2009; Payne et al.,
2009). Past studies pointed out that from interactions, consumers experience behavior and attitudes
from employees during service presentation (Vella et al, 2009). Employees' attitudes and behaviors
could deliver brand promise to external stakeholders (Schultz et al, 2002). Employees' offbeat skills
can attribute to a firm's comparative advantage, which may be replaceable at ease, could be regarded
as a unique contribution to reduce the challenge of employees being ... Show more content on
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The average year of their working experiences in King Car Group was 4.2 years. In company where
there are around 2,100 people. For the sampling selection, 3 were selected from the direct selling
store of Kavalan whisky, 3 were the salesman belonging to the sales department, and two were from
the head of whisky team. The economic landscape of Taiwan is controlled by small to medium–
sized, family owned businesses, which are generally commanded by one, older male family
member. King Car Group is no exception. Now the power has shifted to the second generation. The
company is run by kind tyrannies where the main family figure who makes all important decisions
expects and gains loyalty and compliance from the rest of the employees. Therefore, when price
setting issue was obvious concerned mostly by consumers, Ian Chang, the team manager and brand
ambassador of Kavalan Whisky, replied, "Due to the high angle share in our maturation process, and
10% of the middle cut is chosen to fill into our bottle, hence we insist on producing the premium
quality of our whisky. Also, our president Mr. TT Lee has indicated that maintaining the premium
quality is far more important than involving in price cutting war." According to 3 clerks from the
direct selling store and 3 salesman, sales of Kavalan whisky at the first 3–5 years was extremely
difficult since consumers had strong doubt on the quality of Kavalan whisky. And price was a strong
barrier for them to promote Kavalan whisky. But ever since Kavalan whisky keep crowning with
awards, starting from 5 years ago, the selling volumes grow robustly and reach its peak this year
after winning the best single–malt whisky in WWA. However, the booming sale does not necessary
reflect on their earnings, which means they lack of the motivation to sell the

Target Audience : Branding Teams
Purpose: Customer service has evolved over the last few years, long gone are the days of solving a
problem with a quick fix and a smile. With the new media landscape, social media listening has
become a vital tool for companies to build brand loyalty, engage consumers, identify and solve
problems, and gather consumer insights into their brands.
Target Audience: Branding teams I: Introduction A. Bill Gates once said, "Your most unhappy
customers are your greatest source of learning." (Wilson and Ogden, 2015) 1. A brand only becomes
a brand through its consumers. Like children, without constant care and attention, consumers will
reach out to someone or something that can take care of their needs. Companies cannot learn, adapt
or improve upon themselves and their brand, without listening to what their audience is saying and
responding accordingly. Understanding that customers are an invaluable resource, means that social
media listening allows a brand to continue what they are doing right and do it better or know what is
not working and improve upon it. Even major corporations have a need for virtual ears, Dell was
forced into social media listening by their consumers, while Maker's Mark's attention to their
customers prevented the company from making a huge production mistake.
II. Benefits A. Innovative Campaigns 1. Companies now have the ability to take their ideas outside
of the boardroom and be inspired to create innovative communication campaigns in

Branding : Brand And Branding Essay
BRANDS AND BRANDING Paras Pokharel Washington University of Virginia Abstract
In this research paper, I have included the importance of branding in the strategy of the company.
Branding theory and practice evolved in the latest years, being considered a valuable marketing
investment. Branding is essential in creating value for the products of a company. Branding is
important because it gives meaning to the consumption process. Companies understood that selling
without the presence of a strong brand is much more difficult. I realized an intersection of the
branding and marketing strategy theories. Branding can be regarded as a tool that can enforce all
resources of a company towards implementing the strategy.
Brands and branding
Branding has become one of the most important aspects of business strategy. Yet it is also one of the
most misunderstood. Branding is sometimes considered to be merely an advertising function. And
many managers and business writers hold the view that branding is about the management of
product image, a supplementary task that can be isolated from the main business of product
management. This note provides an alternative

Branding And Its Effect On Society
In society today, everything has a name for it. If the product doesn't have a well–known name, it
goes by name that a well–known product that is similar goes by. Branding has made its impact on
society and it's never going to go away. In this situation, all we can do from here is analyze more
and more until we fully understand its presence in society and its effects. Branding has its biggest
effects on consumerism, which makes us question consumerisms power in society. Has our society
become one big, replicated consumer or can a consumer or even a person still be unique and
individual? Branding creates competition amongst companies throughout the world and creates a
competition for the consumers. Not only, it also creates issues, creates ... Show more content on
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Consumerism and the effects of branding affect people's lives. Branding allows consumers to easily
identify which products are made by which companies. Yet, the brands create more of an influence
on consumer's lifestyles and in the end decide what kind of consumer that person is. Branding
creates a blurred divide in our society. Consumers who are ore likely to purchase the branded
products that are associated with better quality and higher prices are put into their own category
bucket versus the consumers who choose the cheaper priced products that are made with less
quality. When it comes to deciding who you are based off of the products and brands that you
associate yourself with, it creates a capital divide in our society. Consumers than associate brands
with personal feelings based upon whether or not they associate themselves with those brands. Lives
of consumers are heavily influenced. Their lives are worse off when they feel the need to 'keep up'
with brands in order to feel as if they are portraying themselves in the best light. In a way, this is
similar to how all of branding began with livestock. Consumers want to physically brand themselves
with specific brands by wearing logos and identifying with a brand. They might not be burning the
brands directly onto their skin but they are burning the brands onto their clothes and burning holes
in their wallets to keep up with society standards about brands. Not

Branding in Clothing Industry
Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between
China and the UK's Consumers
By Kwok Keung Tam
2007
A Dissertation presented in part consideration for the degree of "MSc International Business"
Table of Content
Page numbers Abstract i
Acknowledgements
ii
Chapter 1: Introduction 1.1 The importance of brand image on fashion clothing 1.2 Background
information of China and the UK clothing markets 1.2.1 China clothing market 1.2.1.1 Chinese
spending habits 1.2.1.2 Impediments to China's clothing brand development 1.2.2 UK clothing
market 1.2.2.1 British spending habits 1.2.2.2 Characteristics of the UK clothing market 1.3
Theoretical framework 1.4 Objectives of the dissertation 1.5 ... Show more content on
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In addition, I would also acknowledge my school–mates for their help in the data collection process.
They have devoted their precious time for the interviews voluntarily and their wholehearted support
contributes to the success of this dissertation.
Last but not least, I would like to extend my gratitude to my family members, especially my father
Chun Shiu Tam who has devoted himself to the clothing industry for nearly half a century. He has
not only inspired me to do this dissertation, but also encouraged me to face the challenge ahead.
This dissertation is dedicated to my family and I will try my best to do anything.
ii
Chapter 1 Introduction
1.1 The importance of brand image on fashion clothing Clothing, as a matter of fact, is a kind of

necessity that helps keep our bodies warm. Human beings cannot live without the protection from
clothes in adverse conditions and this signifies how important clothing is for us. Nowadays, in
addition to the basic functions, clothes can also serve as fashion items, which can tell how
significant an individual is, express the status an individual has and what their personal image is like
(O'Cass, 2000). Thus, clothing can help represent our personal identity.
Shopping for clothes is one of the popular pastimes among people from all ages, different genders
and cultural backgrounds. Owing to the proliferation of brands in the clothing sector,

Top Reasons Why Branding Is Important
Question One A: Using your own words, summarize the seven reasons why branding is important.
1. Strong Brands Protect the Consumer
Brands have always served as sort of an emblem to consumers, that there would be a certain quality
associated with that symbol. There are still many many popular brands today that are able to be
distinguished but, brands are standing out among the rest by gaining a strong positive reputation
which far exceeds the quality of there product. Brands ensure that they will provide consumers with
a standard quality, and if they fail to do so their reputation is tarnished. Brands fight for our money
ever day and try to stand out by focusing more on innovation to one up the competition. Brands also
largely battle with price, which is a large part in the consumer decision. The brand and quality must
be worth it otherwise customers will be lost to the competition. Brands protect their consumers
simply because they provide an innovative product that differs from the competitions product. At the
same time, they are ensuring that the quality is worth an appropriate price. This creates a strong and
loyal customer base that will surely build the brand a positive reputation.
2. Strong Brands Drive Share Performance
Powerful market performance has been proven to advance multiple components including the
shareholders, the company itself, and pensions. Organizations that have strongly branded portfolios
have been seen to consistently surpass those organizations

Branding and Market Segmentation
1.0 Introduction
Over the past long period, products and brands continue proliferate. A good analysis and
understanding of brand value and market segmentation is more essential than ever. Based on the
theory of brand, product, market segmentation and target, a new product will be developed in the
market to improve company's performance and make profit. The information generated from this
report is used for strategic planning, resource allocation and tactical marketing.
2.0 Branding
What is a brand?
It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term
together, intended to identifies and differentiates a product or service. Consumers regard brands as
an essential element of the ... Show more content on Helpwriting.net ...
a) Features:
High quality of cocoa
Contains no added preservative
Entrance namely slide
Heart–shaped
Special taste: no sweet without sweat
Low caloric b) Style: brightly package color attracts focus c) Quality: The product uses original
black chocolate and milk to create a bitter and sweet taste. d) Brand name: Dove Chocolate e)
Packaging: a piece package of 80g.
3. Augmented product
Economy pack can be bought for saving the frequent delivery time and fees.
3.1 Brand elements
Brand elements consists many factors, including the name, logo, symbols, design, packaging and
performance of a product or service. First of all, choosing a brand name for a product is important
from a promotional perspective, due to the brand name communicates the significance and feature.
A "good" brand stretching strategy is one where the brand name aids the extension, however, a fine
brand extension improve the brand name as well (Aaker, 1991). Moreover, today's communication
is not just about names or words. It is often instant and graphic. So creating a powerful brand
symbols could usually say more than words. It is called trademarks or 'the mark of a trade', which

expresses a company or product as an element, word or design (Belch et al, 2009). A logo is a kind
of trademark that symbolizes the brand and comes up in all brand

Fashion: Branding and Luxury Brands
luxury brands and industries in step with lifestyles, values and attitudes of modern society and
culture?
"Luxury is a necessity that begins where necessity ends" Coco Chanel
The display of luxury signifies individual power and achievements. The manner which people dress
reflects economic, political, social standing and self worth. Christian Dior quoted "it seems to me
that women and men instinctively yearn to exhibit themselves". Luxury in the fashion industry is
usually defined in elements as: silk, gold, silver, and precious stones. Luxury products are usually
identifiable through exceptional quality and high aesthetic appeal and value, and often belong to the
range of products which can be clearly identified either through ... Show more content on
Helpwriting.net ...
These companies are expanding into India, Dubai, Russia, and China which is expected to be the
world's most important luxury market.
Globalisation has been a significant factor towards to increase in consumer demand towards luxury
brands. Increased travel and greater technology such as the internet, and the media are all driving
forces which has lead to increased consumer demand, and contributed towards homogonised
customer needs. Expansion of luxury brands globally has significantly been driven by increase of
wealth in emering markets, such as Asia and India. (Nueno and Quelch (1998). Furthermore due to
recession of population growth in Europe, which holds a large percentage of sales of luxury brands,
many of these brands are rapidly expanding their operations to cater to affluent Asian consumers
who regard Western luxury brands as a statement of good taste (Nueno and Quelch, 1998).
Luxury brands are no longer targeted at the traditional middle aged consumer but are now
recocnised that its most significant consumers are in their twenties. (Moore, C & Birtwistle, G 2005)
Hence, marketing efforts particularly in Asia have been emphasied on attracting young consumers
with a middle income. Such efforts include providing a "clear and effective brand message
worldwide, in all areas of communication including: fashion shows and special
events/advertising/public relations, visual display and internet web sites" (Moore, C &

Cross Cultural Issues on Branding
Cross Cultural Issues on Branding
Dissertation Report
ABC
Introduction
"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard
things well." – Jeff Bezos, Amazon.com
Brands are the visual representation of a company, its culture, its people, products and vision. All
these put together embody and give life to the brand, assigning and defining certain traits and values
to be associated with it. Branding is the representation of those values as conveyed to the universe,
whether to its customers, stakeholders or the world at large.
Origin Of Brands
Brands originated in the Medieval Ages, when craftsmen and tradesmen left their mark on the goods
they sold. Brand marks were made on ... Show more content on Helpwriting.net ...
Brighter colors are uplifting and fun–inspiring, while darker colors are sober. E.g. Coke's red and
white as compared to IBM's blue logo. [pic][pic] B) Symbols: A symbol or logo is a visual
representation of the company, product/service, and the values it represent. E.g. The Michelin Man
represents the extra rubber on their tires, and the multi–colored Apple logo represents creativity.
[pic][pic] C) Words: The name used can represent certain qualities related to the product or service
it represents. E.g. Pizza Hut, Ivory Soap, Head & Shoulders shampoo, and so on.
All these elements come together to make a brand.
The brand has a number of facets, which help flesh out the brand and separate it from others. A)
Brand Identity: The individual elements that come together to separate a brand from all others are
known as the brand identity of a product. The visual elements such as color, size, verbal elements
such as name and even sound elements go into making up the brand identity, e.g. Nokia's signature
ringtone. The brand identity therefore is the noticeable elements of a brand which identify it to its
target audience. B) Brand Personality: The Brand Personality is the attribution of certain behavioral

traits such as honesty, youth, and intellectualism and so on. These characteristics signify behavior of
the brand through the individuals representing it – employees and brand

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

Branding Strategies Of Samsung Mobile Essay
A RROJECT RERORT ON BRANDING STRATEGIES OF SAMSUNG MOBILE RHONES
SUMITTED FOR BACHELOR OF BUSINESS ADMINISTRATION (M&S) OF AMITY
UNIVERSITY NOIDA SESSION–(2014–2017) UNDER THE GUIDANCE OF SUBMITTED BY
Dr. Mitushi Singh LUN SURI FACULTY GUIDE Enrollment No.–A3914714002 AMITY
SCHOOL OF BUSINESS ACKNOWLEDGEMENT I am highly indebted to,Dr. Mitushi Singh for
her naluable inputs at the narious stages of the project and for proniding naluable adnice in
designing and implementing narious research tools to collect relenant data. I am thankful to those
indiniduals who gane in their precious time in filling the questionnaire and proniding their immense
cooperation without which the project would not hane been possible. Finally, I would like to state
that the project not only fulfilled an academic requirement, but would also help me in future
endeanors in the years to come LUV SURI DECLARATION I the undersigned solemnly declare
that the Report of the Rroject Work entitled RBANDING STRATEGIES OF SAMSUNG MOBILE
RHONES, is based my own work carried out during the course of my study under the supernision
and guidance of Dr. Mitushi Singh I declare that the statements made and conclusions drawn are an
outcome of my Rroject Work. I further declare that to the best of my knowledge and belief the
Rroject Report does not contain any part/work which has been submitted for the award of
Bba(m&s) degree. (Signature of the Candidate) Name of the Candidate : LUV SURI Enrollment
No.–A3914714002

The Module Brands And Branding Essay
1. Introduction
In this report for the first assessment of the module Brands and Branding I will critically discuss the
growing importance and meaning of brands in contemporary consumer culture. Brands are
omnipresent in todays life. Everywhere you look around you can see different brands. Our life with
brands already starts early in the morning when we get up out from our bed, which was made by a
company with his own brand. We go to the bathroom to brush our teeth with a toothpaste e. g. from
„Colgate". Thats the way we go though the day. We write messages via „Whatsapp" from a
smartphone often from a big company like Apple or Samsung. Apple for an example is a brand
which produces a smartphones, tablets, laptops or watches. But the names of these products are also
brands. When I am thinking about the first smartphone my first thought rises the „iPhone" and
„Steve Jobs". A Person and an advanced mobile phone, but also they both are brands for themselves.
So you can see we are so „manipulatet" by big brands that I had no chance to think about any other
brand which also produce well designed smartphones with a high usability. They are not only
lifestyle gadges which grew importance of brands. We can take a look at the brand Rolex for
example. Rolex has his origin in Germany before the watchmaker has founded Rolex as a company
in Switzerland in 1908. This company has a very long tradition an his watches carring their original
value over decades. It is not a fashion brand and

Branding Pricing and Distribution
Branding Pricing and Distribution
Presented to
Presented by
May 20, 2012
Abstract
The company chosen and used for this paper is a mobile transport company that caters specifically
to senior citizens. This particular paper will explain in detail domestic and global product branding
strategy, optimum pricing strategy and a distribution channel analysis that identifies the wholesaler,
distributor, and retailer relationships including e–Commerce. Discussions within the paper will also
include the use of a push or pull strategy, a distribution channel analysis and supporting references.
Domestic and Global Branding
A brand is the likeness, idea or image of a specific product or service that buyers connect with, by
identifying ... Show more content on Helpwriting.net ...
It has been stated that differentiation in products that creates differences in customer valuation is the
most prevalent type of competition ("Optimal pricing strategy," 2012).
Pricing Strategy Supporting the Brand
The pricing strategy supports the branding strategy by again, catering to the elderly. Most elderly
are on a fixed income and rely on discounted and low cost products and services. As far as brand
associations are concerned some researchers had narrated a minimum of nine brand associations.
The associations communicate either the approach, or the meaning of product in specific terms of
how the needs of customers can be fulfilled. In the present competitive environment a distinguished
image of product is among the top priority of an entrepreneur. As products become complicated and
the market more crowded, consumers become dependent on the image of product than its real
attributes in the execution of purchase decision. (Aaker, D.A. Kumar and Day, 1998) Customer
benefit refers to the particular needs and demands that are satisfied by products or services, for
example control of cavity by toothpaste is termed as customer benefit which may be psychological,
rational or expressive benefit. A rational benefit is closely associated with an attribute of product
and would be an integral part of reasonable decision process. As different roles are performed by
consumers, most of them have an associated concept and a need to narrate that concept. The
purchase and

Branding Is A Expression Of The Human Condition
BRANDS
The word 'brand' is derived from the Old Norse word brander, which means to 'burn by fire.
The dynamics of the brand reputation helped build better businesses, and the role of the brand which
consider as a barometer of value has sustained growth.
Basically, branding is a philosophical expression of the human condition. It is about
belonging/attachment. Belonging to a tribe, to a religion, to a family and to a product. The Branding
establishes a sense of attachment. It has this function for both the people who are part of the same
group and also for the people who don't belong. The origins of branding are basically related to the
nature of the human condition. A tribe is a brand–religion is a brand. When it shows itself in a
modern, fashionable form, you are expected statingbranding that began in the 19th century. It was
basically affiliation with fast–moving consumer goods. But that is a distortion of what branding is.
That type of branding is a manifestation of differentiation. It's a differentiation of onefast–moving
consumer product from another. Brands are a direct consequence of the strategy of market
segmentation and differentiation.
Brand is about two things. Expectations and experiences
Expectations
Coca–Cola delivers on an expectation every time a can is cracked. Drinkers expect it to taste and
look a certain way. Imagine if you noticed (with no prior warning) the Coke was a chunky slime
green just as you were taking your first sip. We feel protected when we

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

Branding Theory Essay
Department of Management
Student Name: Guillermo Reig (known as Bill)
Student ID: 129382236
Programme: International Marketing
Introduction
This essay will attempt to describe and explain how organizations use branding theory and practice
to help develop, establish and maintain their positions in both existing and potential markets. To do
so it will be structured into four chapters that will be supported by examples:
1. What is a brand and why they matter.
2. How to develop a brand.
3. How to establish and maintain a brand.
4. How to develop establish and maintain brands in existing and potential markets.
What is a brand and why they matter
What is a brand? According to the American Marketing Association (AMA) a brand is a "name,
term, sign, symbol, or design, or a combination of them, intended to identify the goods and services
of one seller or group of sellers and to differentiate them from those of competition" (AMA, 2004).
These identifiable elements are called brand elements.
According to Robert Scott, author of Fighting the brand wars, "a brand is any name, logo, phrase, or
slogan that sticks with the public and evokes a particular product or service" (Scott, 2002).
Brands evolve and over time they have become part of our everyday life and have left the traditional
notion of being what represented a company or product name. From the 1366 Stella Artois logo that
is still being used to the 2004 action camera GoPro that uses its customers as branding ambassadors
all

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

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

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

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

Employer Branding Essay
Employer branding: what we should look for in a job??????
ABSTRACT
Everybody is seeking for good jobs. Employment is first concern for the society now a days.
Working in a reputed institution has become a status symbol as well. As we are choosing any
product by checking their credibility through the brand image they are having, in the same way
people are seeking for jobs in the organizations having good brand image in the market. Employer
brand is the image which helps the organization in attracting good talent in the market. After
liberalization in 1991 and subsequent economic reforms, Indian companies has understand the
concept of employer branding and started investing for the same so that they can beat national and
international competition and also can grow in world market. Employer brand is something which
confirms that the organization is good to work for. The purpose of this paper is to develop a
conceptual background, factors of employer branding and also to discuss the policies which makes
the organization good to work for. The study can ... Show more content on Helpwriting.net ...
At that time it was observed that there was no such strategy employers were adopting. The concept
of Employer Branding started and most of the employers were in a planning to formulate some
strategies to work upon the Employer Branding so that they can attract more and more talent.
Dr P Chitramani and Ms Deepa S., in 2013, presented a case study of Employer Branding of IT
companies in India. The case study method was adopted to study various initiatives taken by
selected IT companies of India to build strong Employer Brand among the people. Only three
companies TCS, Infosys, and Wipro was taken under study and it was found that for last five years
the trend of CSR activities has increased to build the Brand and to stand out from other competitors
in the

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,

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

The Positive And Negative Aspects Of The Influence Of...
To say brand communities are selective is an understatement itself. They place their emphasis more
on symbolism than substance. Therefore, the importance of branding is a critical component used by
marketers to leverage and lure consumers towards building a cohesive identity (Solomon et
al.,2016). A visible brand identity, brings about a set of positive and negative aspects of brand
communities for marketers. These communities have the capacity to resurrect and/or promote the
brand. Having a loyal base has its pros and cons, especially for marketers who need to handle issues
posed, delicately and competently to avoid any damages to the brand's image and influence. An
effective product positioning strategy is heavily relied by brands to establish their brand position
and differentiate itself, producing a strong competitive advantage. This exclusivity would increase
sales and strengthen the long–term position of the brand (Clow and Baack,2014).
2.Branding's Relevance A distinctive brand–identity is relevant, differentiated and well–esteemed
which influences consumers' perception. Brand's respect stems from establishing a positive
connection, resulting in a strong brand equity. This allows brands to attain consumers' loyalty,
commercial success, product awareness, power and value universally (Kotler and Armstrong, 2014).
Upkeeping an image consistent over the years is built upon a set of associative networks which
foster strong relations and satisfaction (Whalley,2010).
A

Essay about The Branding of IKEA
The Branding of IKEA
Company background
The first catalogue was introduced in 1951 and with this the founder saw his chance to expand his
business on a larger scale, and this was the year he decided to completely focus on low–price
furniture, as from the beginning IKEA sold mainly matches, watches, Christmas decorations, picture
frames and jewellery.
In 1956 the company came up with the concept of 'flat–pack' self–assembly furniture.
The first international IKEA store was introduced in Norway in 1963, and was soon followed by the
opening of stores in Denmark, Germany, Australia, Canada, and Austria.
In 1987 the first IKEA opened in the UK, and in 2001 the company had 143 stores in 22 countries.
Today we are the leading ... Show more content on Helpwriting.net ...
Extensions are usually introduced as they have more advantages and these can be transferred to a
new product, with the same attributes but in a different form.
For example IKEA may create a substitute product, such as a sofa–bed instead of just a sofa or a
bed. We could also introduce a complementary product to an already existing one; a water filter to
go with the new kettle. And we can use previous experience and expertise on new products, with the
advantage of lower costs; there is no need of launching the brand name as it is already well known.
Brand extensions involve a very low risk of failure for well established brands, though new brands
are at very high risk of failing, as the consumer is more reachable when he/she has an opinion of an
already existing brand. Though there is always a risk of extension failure, which will give the brand
a negative image in the consumers mind. But there is also a risk of idea failure, PR failure and
people failure, where the company uses wrong tactics and this will again give the consumer the
unsuitable image of the brand. In some cases there–branding can lead to negative opinions, but also
culture failure can play a part, as consumers in different countries have different ethics and
religions.
Brand positioning
We want to ensure our customers that

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

Vertu Luxury Branding

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