Filter By:

Sort By:

Reset Filters

Brand Equity Essays (Examples)

Having trouble coming up with an Essay Title?

Use our essay title generator to get ideas and recommendations instantly

Brand Communication Management on Organic Products
Words: 822 Length: 3 Pages Document Type: Marketing Plan Paper #: 19247963
Read Full Paper  ❯

Brand Communication Management on Organic Products

Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands.

Brands generate customer trust, demand for the products and ultimately support the company in attaining its overall objectives. And brands are essential to the market triumph of any product, but even more so with organic products, due to the features of particularity revealed by these specific items.

At a more practical level, a marketing plan on the strengthening of a brand for organic products would include the following features:

Customer-based brand equity for organic products

The points of parity and the points of difference for organic products

The selection of the target market

The…

Reference:

Dune, P.M.m Lusch, R.F., Carver, J.R., 2010, Retailing, Cengage Learning, ISBN 1439040818

Glynn, M.S., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Publishing Group, ISBN 1848556705

Gould, K., Hosey, L., 2007, Women in green: voices of sustainable design, Ecotone Publishing, ISBN 097490337X

Branding the Use of Names
Words: 346 Length: 1 Pages Document Type: Term Paper Paper #: 60545483
Read Full Paper  ❯

As a result, brand name online is becoming increasingly important, especially for those companies who have existing business models that are based on retail operations. These include Wal-Mart, J.C. Penny, Kmart, Target and Sears who each experienced more than a 20% growth in the number of unique visitors to their sites after launching major online branding initiatives in 2001 (Janoff, 2001). Many studies also suggest that most customers do not distinguish between branding efforts online and offline, and prefer to the interactivity and knowledge available from websites and online tools as viable alternatives to learning more about a company. Personalization of websites is 25 times more likely to generate return traffic (Chiagouris & Wansley, 2002), and that the most successful offline and online brands do not confuse customers with variations in messaging between each approach.

eferences (Ciagouris, P & Wansley, G 2002), "Branding on the Internet,' MarketingPower.com. 25 June 2002.…

References (Ciagouris, P & Wansley, G 2002), "Branding on the Internet,' MarketingPower.com. 25 June 2002. Retrieved December 12, 2007 from EBSCOHost.

Janoff 2001, "Top Retailers Reaping Rewards of Online Branding," AdWeek (1 August 2001). Retrieved December 12, 2007 from EBSCOHost.

Brand Strategy Management Nespresso Brand Strategy Case
Words: 580 Length: 2 Pages Document Type: Case Study Paper #: 8528337
Read Full Paper  ❯

Brand Strategy Management

Nespresso Brand Strategy

Case Analysis

History of Nespresso

Mission and Ambition of Nespresso

PRODUCT RANGES

Business Product ranges

n home product Ranges

BRAND POSTON

Brand position

User Segmentation and Target Market

BRAND PROMSE

Brand values

Brand Personality

Brand dentity

Brand name

Logos

URL www.nesspresso.com

Slogan

The evolution of the Packaging

Design of The Boutique

Nespresso brand equity

Brand awareness

Celebrity Endorsement

Partnerships

Advertising strategy

ncrease the number of boutique stores

Perceive Quality

Brand Advocacy

Brand loyalty

Brand Association and management

References

ntroduction

History of Nespresso

Nestle was founded in 1866 by Henri Nestle in Vevey, Switzerland. Today Nestle is the world largest corporation in the food, nutrition, health, and wellness markets. The company now has more than 8000 products in their portfolio in various markets and they own over 140 brands. Since the beginnings, Nestle has been loyal to the traditionally and healthy made products. n 2012…

In 1987 the first Nespresso system was launched in Italy the world largest espresso drinking market and Switzerland, Nespresso's hometown follow by Japan the fastest growing of Asia's coffee market, strategy in targeting the business sector. By the end of 1987 only half of the manufactured Nespresso's machines were sold due to limited of this sector and subsequently, in 1992 Nespresso strategy was shift to focus in household market and targeting consumer at the top of market as its believed to build long-term business with discerning consumer Nespresso have to be in household market (IMD International, 2003).

Nespresso accomplished break-even in 1995 and became one of the fast growing business in the Nestle' corporation. Even with the economical crisis, the increase of competition and the increase of raw materials nothing seems to stop Nespresso's growth. Since 2000 Nespresso's sales have been multiplied by 16 (or 30%) to attain 2,5 billion euros. Furthermore, the company sold 450 millions capsules in 2000 and 6 billion in 2010. To give you an idea 12,300 cups of Nespresso are drunk each minute in the world. (Bader, 2011)

In the present Nespresso is actually the leader in the European market. It is present in markets all around the world for instance Belgium, Germany, Great Britain, America and Japan. Most of the sales of Nespresso are account at 80% by Europe while the rest of the world provides for the 20% left over (Bader, 2011). In 2012 Nespresso open 270 boutiques in the big city and employ more than 7000 around

Brand Extension the Disadvantages of Employing Brand
Words: 2560 Length: 10 Pages Document Type: Essay Paper #: 76217799
Read Full Paper  ❯

Brand Extension

The disadvantages of employing brand extension strategy

This work compeers and contrasts the merits and demerits of implementing brand extension a s a growth strategy by various firms. This is done by means of practical examples. In the end of the debate, the paper indicates why it is better to adopt the extension strategy as opposed to shunning it due to its numerous demerits. A discussion of the key points is presented and then a final conclusion to hammer out the reason for the need to implement the strategy

Brand extension, which entails the use of a given brand name which is established in a given product class in entering another product class is noted to be hugely beneficial to several organizations (Tauber,1988).Keller (2003) pointed out that the concept of brand extension is clearly defined whenever a given firm employs an established brand name in the introduction of…

References

Aaker, D.A. (2004). Brand Portfolio Strategy. New York: Free Press.

Aaker, D.A.; Keller, K.L. (1990) Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, No. 1, pp. 27-41.

Bhat, S., & Reddy, S.K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53, 111-22

Chen, K.F., & Lue, C.M. (2004). Positive Brand extension trial and choice of parent brand. Journal of Product and Brand Management, 13(1), 25-36.

Branding a Potrait Studio Online
Words: 563 Length: 2 Pages Document Type: Essay Paper #: 25649614
Read Full Paper  ❯

Premier Portraits: Online Branding Proposal

Premier Portraits is a luxury brand. Its customers are not interested in bargain prices but in quality and the prestige of having a custom photographic portrait of themselves or a loved one ("Different Types of Goods," 2016). Given that the target audience comprises corporate executives, sports figures, politicians, actors, and other people in the media or with significant income, price not a concern versus crafting an image of exclusivity. In the case of some media figures, the portraits may be used in marketing their own personal brand.

Product Offering

The core product should be a personalized digital photograph altered and retouched to customer specifications. For example, some of the portraits may be altered to look as if they were painted by famous artists like Rembrandt in his traditional chiaroscuro style. Other portraits may have handcrafted touches, like actual oil painting superimposed upon them. Each product…

Branding Is One of the
Words: 376 Length: 1 Pages Document Type: Term Paper Paper #: 45802483
Read Full Paper  ❯

' Even if the brand has an indelible image, if tastes change, the company must vary its formula and change its brand associations. Because of the increased concern about obesity, which has come to outweigh concerns about convenience, McDonald's image as a family-forward, all-American company has become tarnished, and now the fast food giant features healthy options as well as its large portions. Its commercials proclaim the cheapness of its dollar menu rather than feature images of families eating under the golden arches. Instead of seeming hypocritical by stressing family values, McDonald's stresses the ability of consumers to save money by eating its food and makes a token nod to obesity concerns by offering salads.

However, equally dangerous as not varying the brand image to change with consumer tastes is expanding too quickly and diluting the successful image of one's brand, as some feel may have occurred when Starbucks began…

Brand Value for a Company
Words: 1737 Length: 6 Pages Document Type: Research Paper Paper #: 37807358
Read Full Paper  ❯

One relevant example in this sense is represented by the organizational investment in the brand value.

In order to ensure a successful management of the brand, it is necessary for the economic agents to engage in a series of steps which maximize their strengths and minimize their chances of failure. All in al, the recurrent trait in the recommendations is that of adapting the branding strategy to the features of the customer base and ensuring that the product promoted has a high quality and ability to serve customer needs; continuous research and adaptation is the key success factor to maintaining a powerful brand.

eferences:

Glynn, M.L., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Group Publishing

Jones, E., 2011, the dos and don'ts of reputation management, Trackur.com, http://www.trackur.com/the-dos-and-donts-of-reputation-management last accessed on April 23, 2012

Knowles, a., So what are the do's and don'ts for choosing a…

References:

Glynn, M.L., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Group Publishing

Jones, E., 2011, the dos and don'ts of reputation management, Trackur.com,  http://www.trackur.com/the-dos-and-donts-of-reputation-management  last accessed on April 23, 2012

Knowles, a., So what are the do's and don'ts for choosing a brand? WIPO,  http://www.wipo.int/sme/en/documents/brand_choosing.htmlast  accessed on April 23, 2012

Weib, C., 2007, the influence of brands and images on the financial performance -- an empirical investigation on the EuroStoxx 50, GRIN Verlag

Branding Strategy Critiquing Research in
Words: 1456 Length: 3 Pages Document Type: Term Paper Paper #: 74636628
Read Full Paper  ❯



Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.

Again on the initial introduction of the brand, IM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.

Eighth Brand…

References

Columbus, L (2005). Blackberry: The Paradox of CRM. Retrieved December 13, 2007, from CRMBuyer.com Web site:  http://www.crmbuyer.com/story/44304.html 

Keller, K (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3-10.

Kelly, M (1998) - Paying for that old brand magic: Marketing branding professional services, Financial Times, August 12, 1998.

Market Research Executive Board (2005) - Overview of Brand Equity Measurement Approaches. Market Research Executive Board. September, 2005. Washington, DC. September, 2005.

Branding Strategies of Apple and
Words: 981 Length: 3 Pages Document Type: Term Paper Paper #: 56894772
Read Full Paper  ❯

The overarching brand of the store is coordinated with these sub-brands to accentuate breadth of selection and an aggressive direction on Everyday Low Price (EDLP) positioning. Wal-Mart's influence on its supply chain partners, the ability to continually drive down costs and increase quality, and its use of EDLP on Black Fridays (the shopping day after Thanksgiving in the U.S.) have continually reinforced the brand and also created a significant competitive advantage vs. competitors K-Mart Corporation and Target. K-Mart's positioning on EDLP historically has been to concentrate on low-priced leadership through its blue light specials throughout the store. In 2001, in an attempt to counteract the effects of Wal-Mart on its brand and market position, K-Mart initiated the "Blue Light Always" program to further underscore their EDLP strategy on 30,000 items, primary comprised of food, consumable and other high-frequency items. Consumers however did not equate the Blue Light Always campaign as…

Brand Names Mean Less Today
Words: 1511 Length: 4 Pages Document Type: Term Paper Paper #: 51310152
Read Full Paper  ❯

In devising these research projects, a series of focus groups would be organized in ten metro cities located throughout the U.S., and the questions would specifically focus on the taste, anticipated price, use as refreshment or as an energy-enhancing drink during or before workouts or participating in sports. The focus groups would be held in research centers in the ten cities, and would concentrate on a blind taste tests between the proposed product and leading drinks in the category. The questions would also concentrate on how the proposed energy drink could be mixed with other beverages, and what specific outings, sporting events both as participants and also as spectators, the drink would be taken to. Distribution and availability would also be discussed in the focus groups. All of these specific questions would be organized into a research questionnaire completed during the focus groups following a blind taste test of the…

References

Columbus (2006) - Bringing the Value Back Into Value Propositions. CRM Buyer Magazine. Accessed from the Internet on November 7, 2007:

 http://www.crmbuyer.com/story/49412.html

Understanding Branding Techniques
Words: 2447 Length: 8 Pages Document Type: Essay Paper #: 2775403
Read Full Paper  ❯

Branding, And Branding Management

Brands and branding are not new concepts in business. During the Stone Age, hunters used particular brands for their swords in hunting. Since then, the concept of brands and branding has developed in terms of knowledge, procedures and theories. Some theories used concerning branding, originated primarily because of the development of commercials in media. Companies have realized the importance of branding, which has added to the interest of theories behind the concept of brands and branding. This in turn has led to substantial literatures on the subject of brands and branding. Branding has undergone evolution, but the concepts of branding continue being central in every stage of evolution. In addition, branding management has also undergone substantial change since the 1950s (Marquadrt, Makens, & Larzelere, 1995).

Background: Evolution of Branding

Past

Prior to the 1970s, branding was not a matter of attention. Even countries that understood the…

References

Brodie, R.J., Glynn, M.S., Van Durme, J. (2002). Towards a Theory of Marketplace Equity:

Integrating Branding and Relationship Thinking with Financial Thinking. Marketing Theory, 2(1), 5-28

Doyle, P. (1989). Building successful brands: The strategic options.Journal of Marketing, 5(1),

77-95.

Building a Brand
Words: 873 Length: 3 Pages Document Type: Essay Paper #: 82852021
Read Full Paper  ❯

Branding is a critical source of competitive advantage for firms. It is one of the only sources of sustainable competitive advantage, because your competitors can never duplicate your brand. This paper will explore the value of branding, to highlight the ways that a company can create, reinforce and leverage its brand to enhance corporate value.

Nature of Branding

A brand is a significant source of differentiation between products, and in many cases it is the primary source of differentiation. The brand is the name and marque of the product or company, and the value of a brand lies in its ability to communicate in shorthand a set of attributes to the audience (Wood, 2000). The more strongly the attributes are associated with the brand, the more effective the brand is.

Companies create their brands in order to convince consumers that these attributes are valid. Sometimes the attributes are related to…

References

De Chernatony, L. (2010). From brand vision to brand evaluation: the strategic process of growing and strengthening brands. Butterworth-Heinemann: Burlington, MA.

Van Bruggen, G., Antia, K., Jap, S., Reinartz, W. & Pallas, F. (2010). Managing marketing channel multiplicity. Journal of Service Research. Vol. 13 (3) 331-340.

Wood, L. (2000). Brands and brand equity: Definition and management. Management Decision. Vol. 38 (9) 662-669.

Range Rover Brand Value and
Words: 870 Length: 3 Pages Document Type: Term Paper Paper #: 32725088
Read Full Paper  ❯



he brand Excels at delivering the benefits customers truly desire

he ability of Ford Motor Company to integrate the Range Rover brand into its broader branding strategies has forced the company to concentrate on the unique legacy of off-road reliability while looking to capitalize on the upscale image of the New Discovery, an upscale family SUV launched in 2002 by Ford after the acquisition. he benefits of safety and stability for the families purchasing the vehicle are well defined, as are the ruggedized frame for the off-road enthusiasts. he brands' management in Ford however is starting to embrace a more upscale image through movie placement (Ford Press Release 2002) in the move "Die Another Day" in addition to the use of event-based marketing to increase the appeal among higher-end SUV and luxury car owners (Land Rover. 2002).

he brand stays relevant

he brand overall has successfully stayed relevant through the…

The initial pricing strategies for the Range Rover were set to appeal to off-roaders and families looking for a suburban SUV. As a result of those branding and marketing strategies, the pricing was relatively low for the upscale market. With the inclusion of more features and a gem-like grill and interior features (Solman 2005) the brand and the image of the SUVs are becoming increasingly seen as comparable in value to the higher-end SUVs on the market, in their competitive arena.

The brand is properly positioned

According to this attribute from the scorecard developed by Keller (2000), there is a single, strong message of the brand communicated. On this point, Range Rover struggles as it has a dual message of both being off-road, suburban and also upscale. The dominant two messages of off-road and upscale often lead to the suburban message being lost however. On this attribute, Range Rover is not performing

Future of Brands the Ability
Words: 2553 Length: 8 Pages Document Type: Research Paper Paper #: 55150063
Read Full Paper  ❯

For both B2B and B2C-based organizations, a highly differentiating story is the highest priority from a current best practice or trend standpoint for managing and promoting a brand image. Figure 3, Top Challenges Creating and Managing a Brand, shows a prioritization key challenges from a marketing, sales and executive management perspective. At the top of all factors is differentiating with a story followed by linking brand value to business objectives.

Figure 3: Top Challenges Creating and Managing a Brand

Source: (Analysis of eports Accessed with Permission from the Publisher & Jump, 2012).

Assessment of Brand Management Theories and Best Practices to Build Consumer Trust

Dr. Aaker's theories and frameworks including the Aaker Model illustrate how brand management is a highly synchronized strategy, encompassing every aspect of an organization (Aaker, 2007). As has been shown in this analysis the future of branding is predicated both on the pried advances related to…

References

Aaker, D. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8-24.

John M.T. Balmer. (2012). Corporate brand management imperatives: Custodianship, credibility and calibration. California Management Review, 54(3), 6-33.

Bogomolova, S., & Romaniuk, J. (2010). Brand equity of defectors and never boughts in a business financial market. Industrial Marketing Management, 39(8), 1261.

Bronnenberg, B.J., Dhar, S.K., & Dube, J. (2007). National brands, local branding: Conclusions and future research opportunities. JMR, Journal of Marketing Research, 44(1), 9-9.

Kazakhstan Exotic Tourism The Branding of Kazakhstan
Words: 998 Length: 3 Pages Document Type: Term Paper Paper #: 38833042
Read Full Paper  ❯

Kazakhstan

Exotic tourism:

The branding of Kazakhstan as a tourist destination 'Branding' is a critical component of selling any product or service and this is no less true in regards to marketing a tourist destination than it is of a container of soap or a car rental company. When marketing to tourists, it is essential to convey a brand's unique value to likely purchasers. "For destinations, effective differentiation is critical given the increasingly competitive nature of tourism markets, where many places offering similar features are becoming substitutable" (Pike 2009: 857). In the case of Kazakhstan, one would be marketing a country which has not traditionally been a destination of choice for many tourists. However, exoticism can also have a certain appeal for a certain 'type' of tourist. A former republic of the U.S.S.., Kazakhstan is now mainly known for its rich oil and gas resources but it is striving to…

References

Kazakhstan travel information. (2013). Visit Kazakhstan. Retrieved from:

 http://visitkazakhstan.kz/en/about/ 

Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations.

Tourism Management, 30 (2009) 857 -- 866

Marketing Co-Branding
Words: 515 Length: 2 Pages Document Type: Article Review Paper #: 50297347
Read Full Paper  ❯

Marketing Co-randing

Roadmap of Co-branding Positions and Strategies, the Journal of American Academy of usiness, Cambridge, Vol. 15, Num. 1, September 2009

The delicate balance of managing brand equity across multiple product lines and brands vs. attaining a unified global brand capable of serving as a scalable platform for future growth is explored in Roadmap of Co-branding Positions and Strategies (Chang, 2009). Illustrating how co-branding strategies need to be applied in the correct customer, product, messaging and service context, the author successfully shows how the organizational level of co-branding is just as important as the co-branding type of strategy implemented. Using the example of the HP-Compaq merger as the basis of how to implement enterprise-wide co-branding initiatives, the author shows how this strategy differs significantly from the cooperation-based co-branding of SONY and Ericsson and their many co-development projects in the mobile industry (Chang, 2009). Contrasting these are the department-level coordination…

Bibliography

Chang, W. (2009). Roadmap of Co-Branding Positions and Strategies. Journal of American Academy of Business, Cambridge, 15(1), 77-84.

Ewom Communication and Brand Trust
Words: 18230 Length: 66 Pages Document Type: Term Paper Paper #: 10714368
Read Full Paper  ❯

The corporation or seller could benefit by developing marketing strategies prior to consumer reviews being available online.

Seller Response to Novice and Expert Consumers

efore allowing consumers to post product reviews on a corporations or sellers website, the seller should consider the size of the segments of expert consumers and novice consumers. For example, the seller may benefit from selling certain products if a significant number of expert consumers exist, especially for technology driven products. On the other hand, the seller may damage sales if the expert consumers' segment overshadows that of the novice consumers.

Unknown or Less Popular Stores Online Seller Response

Relatively unknown corporations should be overly cautious when allowing consumers to post comments on their websites. If brand marketers fail to attract enough consumers to post reviews, the corporation may damage its reputation. these corporations might consider hiring a well-known, popular third-party source to handle consumer reviews.…

BIBLIOGRAPHY

About the Motley Fool. 2010. Viewed 28 June 2010, .

Ajay, K & Soberman, D 2010. 'The forgotten side of marketing.' Journal of Brand Management. 17, 301 -- 314. Viewed 28 June 2010,

.

Baran, J, Galka, RJ & Strunk, DP 2007. Principles of customer relationship management. Florence, KY: Cengage Learning.

New Product Development Created Equity
Words: 1136 Length: 4 Pages Document Type: Case Study Paper #: 75830913
Read Full Paper  ❯



Brand equity is becoming a necessity within the modern day business climate, when economic agents compete not only for market shares, but also for the best employees, the best technologies or the best resources. In this setting, brand equity provides competitive advantages and points of differences and is essential.

The creation of brand equity varies across industries, across economic agents and it depends on various elements. In other words, there are no secret recipes to creating brand equity, but Yahoo! has to devise its own strategies based on its own specifics. Some of the features which can impact the brand equity strategy would include the size of the company and its resource availability, the marketing expertise it possesses, the features of the market it addresses or the nature of the items it sells.

In terms of the items commercialized, it could be argued that brand equity is created differently at…

References:

Tonnis, R., International branding -- an internationalization approach on the marketing level, GRIN Verlag

Nworah, U., Nigeria as a brand, Brand Channel,  http://www.brandchannel.com/papers_review.asp?sp_id=604  last accessed on November 11, 2011

Brand and organizational development, Q and A Consulting, http://qandaconsulting.info/brand-organisational-development last accessed on November 11, 2011

Yahoo!: managing an online brand,  http://www.scribd.com/doc/44767083/Yahoo-Managing-an-Online-Brand  last accessed on November 11, 2011

National Brands Fight Private Labels
Words: 6876 Length: 25 Pages Document Type: Term Paper Paper #: 27941011
Read Full Paper  ❯

" (Sinha and atra, 1999)

Sinha and atra state that "most researchers now content that a generalized price -- quality relationship does not exist" although the "degree to which a higher price implies higher quality" has been examined and as well has been the "topic of considerable research in marketing." (1999) Therefore for the purpose of this study this antecedent relating to price consciousness will not be a variable in understanding the questions posed in this study.

Sirha and atra (1999) state that this inference "is widely accepted as being context-specific, moderated by situational characteristic such as the extensiveness of a consumer's cognitive schemes and his/her product class knowledge" and cite the work of Peterson and Wilson (1985). Therefore, it can be understood that while the consumer might believe that a higher price being paid obtains the same equal receipt of quality in some categorical purchases but yet not in…

BIBLIOGRAPHY

Aiken, Leona and Stephen West (1991), Multiple Regression: Testing and Interpreting Interactions. London: Sage Publications.

Ailawadi, Kusum and Bari Harlam (2004), "An Empirical Analysis of the Determinants of Retail Margins: The Role of Store Brand Share," Journal of Marketing, 68 (January), 147 -- 66.

Ailawadi, Kusum and Kevin Keller (2004), "Understanding Retail Branding: Conceptual Insights and Research Priorities," Journal of Ailawadi, Kusum L., Pauwels, Koen and Steenkamp, Jan-Benedict E.M. (2008) Private Label Use and Store Loyalty. Journal of Marketing Vol. 72 (November 2008), 19 -- 30. 2008 American Marketing Association.

Ailawadi, Kusum, and Scott Neslin, and Karen Gedenk (2001), "Pursuing the Value Conscious Consumer: Store Brands vs. National Brand Promotions," Journal of Marketing, 65 (January), 71 -- 89.

Emotional Drivers Towards Swarovski's Brand
Words: 12508 Length: 38 Pages Document Type: Literature Review Paper #: 47209821
Read Full Paper  ❯



The luxury brands in this age of fierce and intense competition perceive and believe that the conventional methods of advertising and promotion are only an itinerary that creates the knowledge and awareness amongst the consumers. Nevertheless, targeted marketing (that represents the emotional driving force) is becoming the primary and fundamental aspect of concern that many of the brands are focusing in order to create emotional engagement with the consumers that can provide them lasting relationships and loyalty from the consumers (Buckingham 2008).

However, looking at the perspective of the brand of Swarovski, it has been monitored that they have created a consumer-based pyramid in order to keep closely connected to the consumers' emotions and feelings. In this regard, they ensure high quality with proper detailing of the product during the manufacturing process and make the product a perfect one that can easily catch the attention of the consumers. They very…

References

American Birding Association 1998, Winging it: newsletter of the American Birding Association, Inc., Volumes 10-11, the Association, USA.

Baker, R 2012, 'Swarovski targets teens with new brand', MarketingWeek News, viewed September 05, 2012:  http://www.marketingweek.co.uk/news/swarovski-targets-teens-with-new-brand/4000078.article 

Becker, V & Taylor, JB 1995, Swarovski: the magic of crystal, H.N. Abram, Michigan

Becker, V, Langes-Swarovski, M & Le Gallais, R 2005, Daniel Swarovski: A World of Beauty, Thames & Hudson, Limited, USA.

Drive Brand Extension Success and How These
Words: 763 Length: 2 Pages Document Type: Essay Paper #: 24910366
Read Full Paper  ❯

drive brand extension success, and how these factors affect the decision to introduce a new product. Brand extension refers to the corporate activity whereby companies introduce new products, new product variants or product improvements by leveraging the brand equity of the existing parent brand (Roll, 2011).

The use of established brand names to launch new products is a frequently used branding strategy. In general, extending brands both within and beyond the original product category is profitable because it is assumed that brands are already known and recognized. As a result, the new product therefore requires lower introduction expenses, such as advertising, trade deals, or price promotions (Volckner and Sattler, 2006).

Even so, brand extension success is uncertain. According to Volckner and Sattler (2006), studies have shown failure rates of approximately 80% in many fast-moving consumer good product categories. Their research also reveals the kinds of success factors that play an…

Works Cited

Langlotz, Holger. (2008). What are the chances and risks of brand extension strategies. Trinity College, University of Dublin. Retrieved July 27, 2011 from  http://holgerlanglotz.de/downloads/BU3510_BrandExtension_Langlotz.pdf 

Roll, Martin. (2011). Brand extension success -- new profit growth. Retrieved July 27, 2011 from http://www.adoimagazine.com/newhome/index.php?option=com_content&view=article&id=2180

Volckner, F. And Sattler, H. (2006, April). Drivers of Brand Extension Success. Journal of Marketing, 70, 18-34.

Improving Brand Awareness and Customer
Words: 4640 Length: 16 Pages Document Type: Dissertation Paper #: 83351022
Read Full Paper  ❯

In support of this overarching aim, the following objectives were also be used.

Objectives:

he proposed study has three objectives as follows:

1.2.1

o deliver a comprehensive and critical review of the relevant literature concerning the relevant issues.

1.2.2.

o administer a custom survey to various luxury hotel managers concerning their current branding strategies to identify commonalities and significant differences.

1.2.3.

o provide a synthesis of the secondary and primary research that can be used as a set of best industry practices for promoting brand awareness and customer satisfaction in the hotel industry today.

1.3

Statement of Study Problem.

A wide range of factors have been cited in the literature for the growth of branding within the hotel industry, with virtually all authorities agreeing that the basic motive for such initiatives is increased profitability and a sustainable competitive advantage. In this regard, Allen (2007) reports that, "What has recently come…

Today's contemporary hotels, designed to please almost every taste and income level, are as rich in variety as in location, and quite a departure from an era marked by sameness and complacency, when downtown hotels, highway motels and resorts virtually monopolized the lodging industry. One of the first companies to introduce a more sophisticated form of product differentiation to the hotel industry was Quality Inns, largely in response to the blurred consumer image that its vastly diverse properties were promoting. Many other lodging companies have followed suit. The Marriot chain, for example, has shifted from its long-held position at the higher end of the market, by targeting the mid-priced market through its Courtyard, Residence Inn, and Fairfield Inn hotels (Standard and Poor 1995). Similarly, Holiday Inn's Express Hotels cater to budget travelers while the Crowne Plaza Hotels are geared towards the upper end of the market. Moreover, the French based ACCOR company offers a variety of distinct accommodation products. ACCOR's Sofitel caters to the needs of the luxury market while Novotel and Ibis are respectively tailored for the mid-scale and economy markets. Product differentiation does not only occur within a hotel company but also within individual hotel properties. For instance, in some of its properties, Sheraton offers executive floors designed with the needs of the business traveler in mind

Although there remains a gap in the relevant literature concerning how brand satisfaction can translate into increased profitability for hotels, there are some broad generalities that can be drawn from the existing body of knowledge that can be extrapolated to the situation at hand. For instance, Hung reports that, "A favourable image can lead to customer loyalty, while unfavourable image may lead to customer switch behaviour, brand image is even more important in service companies, where there is a lack of differentiation for customer to assess" (2008, p. 238).

By and large, there are two main ways for hotels to differentiate their brands: (a) price and (b) service. In this regard, Wadsworth reports that, "The hotel industry has two ways to achieve product differentiation through branding. You can either brand service or price. Red Roof Inn and Motel 6 brand price. Marriott, Hyatt, and the Four Seasons brand service" (1999, p. 45). With respect to what a hotel brand communicates to existing and potential customers, Prasad and Dev advise that, "Hotel chains constitute a classic application

P& G Branding Strategy and Advertising Recently Installed
Words: 1311 Length: 3 Pages Document Type: Essay Paper #: 55272649
Read Full Paper  ❯

P&G Branding Strategy and Advertising

ecently installed Proctor & Gamble (P&G) CEO Bob McDonald spoke to shareholders recently and articulated the vision of the company, "to touch and improve lives" (Leader's Interviews. N.D.). In this context the indefatigable CEO has set out a bold initiative of adding one billion consumers of its products within five years, adding to the existing four billion customers who already are P&G customers (Sewell, D. March 6, 2010). Accomplishing this goal however, requires a carefully crafted mix of marketing strategy which allows for reaching a differential of customers across demographic variances including: socioeconomic, age, technological awareness, and geography. McDonald, points to the "hundreds of millions of people who have yet to buy their first bottle of Tide, their first Pampers diaper or a Gillette shaver" (Sewell, D. March 6, 2010). In implementing this global strategy of reaching existing and new consumers, P&G utilizes a diverse…

References

Leaders Magazine (October 2010). Leaders Interviews. The Power of Purpose: An

Interview with Bob McDonald. Leaders Magazine. Retrieved December 29, 2010 from  http://www.leadersmag.com/issues/2010.4_Oct/ROB/LEADERS-Bob-McDonald-Procter-Gamble.html 

NetMBA. (N.D.). Brand Equity. Retrieved December 29, 2010 from  

Toyota Marketing Toyota Improving Brand
Words: 1295 Length: 4 Pages Document Type: Research Paper Paper #: 55207091
Read Full Paper  ❯

Such a program would not only boost consumer confidence: if drivers did not have any problems after the repairs, this would also repair the public's trust in the Toyota brand.

Concern 2: Mistrust of flagship electric car model the Prius

Perhaps even more damaging have been the problems with Toyota's flagship electric car model, the Prius. The Prius has also been accused of unstoppable, unintended acceleration. Toyota had become synonymous with eco-friendly cars. Damaging the reputation for the safety of electric cars not only hurts Toyota's short-term profits; it also impacts the likelihood of consumers to buy electric cars in general. This shift would be particularly damaging to Toyota, given it has invested so much of its brand image and research and development capital in the success of the Prius.

esolution 2

As well as improving the safety features on new models and repairing old models, Toyota must undertake a…

References

Bunkley, Nick. (2010, April 9). Regulators may pursue more fines against Toyota. The New

York Times. Retrieved April 10, 2010

At  http://www.nytimes.com/2010/04/10/business/10toyota.html 

Healey, James. (2010, January 28). Toyota expands floor mat recall; supplier redesigns pedal.

Hostess Brands Inc Is One of the
Words: 2140 Length: 7 Pages Document Type: Essay Paper #: 63039149
Read Full Paper  ❯

Hostess Brands, Inc. is one of the largest wholesale bakers in the United States that operates nearly three dozen bakeries and more than 570 bakery outlet stores. This company delivers baked goods to mass marketers, American supermarkets, and convenience stores through 5,500 delivery routes. Since its inception, Hostess Brand, Inc. has developed to an extent that a hostess would demonstrate her home pride through serving breads and sweet products that are manufactured by Hostess Brands. Nature's Pride, Wonder, and Merita are some of the major bread brands manufactured and delivered by the firm. Moreover, Hostess Brands, Inc. also sells snack cakes such as Ding Dongs, Ho Ho's and Twinkies and other sweet-baked products. Despite of its success in the market, Hostess Brands, which is owned by ipplewood Holdings, an investment bank, filed for Chapter 11 bankruptcy protection in 2012 and aims to liquidate.

Company Background:

Hostess Brands, Inc. was established…

References:

Curtis, J.M. (2012, November 22). Union Busting Kills Hostess Brands, Inc. Retrieved

December 3, 2012, from  http://www.examiner.com/article/union-busting-kills-hostess-brands-inc 

"Hostess in Current Condition Because of Failed Management." (2012, November 15). The

Bakery, Confectionery, Tobacco Workers and Grain Millers International Union. Retrieved December 3, 2012, from  http://www.bctgm.org/2012/11/hostess-in-current-condition-because-of-failed-management/

Pacific Brands
Words: 1671 Length: 6 Pages Document Type: Term Paper Paper #: 3018165
Read Full Paper  ❯

Pacific Brands Limited

The Burst Bubble

Background Information and Industry Overview

Effects of the Global Recession

Balance Sheet Movements

In a perfect marketplace, such as the one championed by the proponents of the efficient market hypothesis, assets would be automatically priced correctly by the magic of the market place. However, in the real world, corporate assets often are overvalued or undervalued based on speculative pressure or possibly asymmetric information. The global recession caused havoc with its extensive intrusiveness into a plethora of unrelated industries. The common denominator that plagued seemingly unrelated industries is that consumer confidence fell through the floor.

Pacific Brands Limited was by not immune by any measure to the pressures placed upon them by the faltering market. In fact, it was quite the opposite. Since Pacific Brands claimed a holding that included an enormous amount of value in regards to its intangible assets it was more exposed…

Works Cited

Aegis Equities Research Pty Limited. "InvestSMART." Pacific Brands Limited (PBG). May 11, 2011.  http://www.investsmart.com.au/shares/asx/Pacific-Brands-PBG.asp  (accessed May 15, 2011).

Bloomberg. "Bloomberg." Snapshot - Pacific Brands Ltd. (PBG). May 14, 2011.  http://www.bloomberg.com/apps/quote?ticker=PBG:AU#chart  (accessed May 14, 2011).

Interbrands. "Pacific Brands." Interbrand. May 15, 2011.  http://www.interbrand.com/en/our-work/Pacific-Brands.aspx  (accessed May 15, 2011).

Martin, P. "Sack the CEO. And restart manufacturing." Peter Martin. March 2, 2009.  http://www.petermartin.com.au/2009/03/sack-ceo-and-restart-manufacturing.html  (accessed May 15, 2011).

Generic vs Name Brand Drugs
Words: 2572 Length: 7 Pages Document Type: Thesis Paper #: 35104972
Read Full Paper  ❯

309).

The abbreviated approval process authorized by Hatch-Waxman lets generic drug manufacturers use the same clinical data that the original manufacturer used to obtain FDA approval, thereby avoiding these expenses. In this regard, Greene emphasizes that, "Whereas the pioneer drug manufacturer must incur great expense and undergo rigorous scrutiny when it files an new drug application (NDA) to secure FDA approval, a generic manufacturer may file an Abbreviated New Drug Application (ANDA) in which it may take advantage of the NDA holder's time and expense" (2005, p. 310).

The impact of the Hatch-Waxman Act on generic drug availability has been enormous. For instance, in 1984, generic drug prescriptions represented less than 20% of all prescription drugs marketed in the United States; however, due in large part to the Hatch-Waxman Act, by 1996, the market share for generic drugs had increased to 43% and by 2006, as many as 63% of…

References

Abramson, R.G., Harrington, C.A., Missmar, R., Li, S.P. & Mendelson, D.N. (2004). Generic

drug cost containment in Medicaid: Lessons from five state MAC programs. Health Care

Financing Review, 25(3), 25-26.

Buehler, G. (2002, September-October). Generic drugs: What you need to know. FDA

Yum Brands Had Its Genesis
Words: 1576 Length: 5 Pages Document Type: Thesis Paper #: 38141549
Read Full Paper  ❯

S. It is at a stage where it would be considered a cash cow. Yum is feeling out international expansion opportunities for Taco Bell, but there is little possibility that Taco Bell will supplant KFC and Pizza Hut as the key driver of economic growth. Those two firms have stronger product offerings for international markets. The role that Taco Bell plays, providing cash that can fuel global expansion of other brands, is the ideal role for the company within the context of Yum Brands.

There are a couple of companies that could make a good fit for Yum. They are Starbucks and Dunkin Donuts. These firms operate in complementary segments to Yum's existing portfolio and have core product offerings that can be taken overseas, thus the industry is attractive. The stock price for the former is particularly depressed in light of their recent struggles although the latter is perhaps a…

Works Cited:

MacNealy, Jeremy. (2007). Fool on Call: Yum! Brands Wall of China. Motley Fool. Retrieved May 8, 2009 from  http://www.fool.com/investing/general/2007/10/11/fool-on-call-yum-brands-wall-of-china.aspx 

CNBC Video Report. (2008). CNBC Special Report on China Features Yum! Brands. CNBC. Retrieved May 8, 2009 from  http://www.yum.com/news/pressreleases/081908.asp 

Yum.com website: Multiple pages. (2009). Retrieved May 8, 2009 from www.yum.com

Taco Bell website: Multiple pages. (2009). Retrieved May 8, 2009 from  http://www.tacobell.com/

Yum Brands
Words: 2118 Length: 6 Pages Document Type: Book Report Paper #: 18349916
Read Full Paper  ❯

Aspects such as weight reduction, disease reduction, and overall peak performance will be emphasized (Jeffery, 2006). Sponsoring many of Australia's more popular sporting events with the products would also be very beneficial. Placement of these products will occur within all of the Yum! Brands locations. As mentioned above, two strengths of the company are its global positioning in regards to its brand, and its overall depth of franchises (McGinley, 2004). With more locations than any of its competitors in emerging markets, the company has a distinct competitive advantage relative to its peers in the industry. By effectively utilizing this franchise to unveil its healthier product segment, Yum! Brands can capitalize on its location density. The locations are also very useful in regards to cross selling many of the newer health option that customers may not be aware off. By placing the new products in all of its location simultaneously the…

References:

1) Barrett, Patrick (January 22, 1997). "KFC." Marketing Magazine

2) Chapman, Michelle (28 February 2011). "Taco Bell to fight meat filling claims via TV ads." The Daily Breeze. Associated Press

3) Cyrek, Christopher (October 20, 2009). "Pizza Hut going after wings market." Dallas Business Journal (Dallas, Texas: American City Business Journals, Inc.).

4) Ghanawi, Nadine (December 31, 2012). The Internationalization of KFC. GRIN Verlag. p. 1. ISBN 978-3-656-34256-4

Yum Brand Company Overview Yum
Words: 1028 Length: 4 Pages Document Type: Term Paper Paper #: 9538218
Read Full Paper  ❯

Many companies in this industry are no longer trying to expand the number of restaurant, but rather focus on other growth strategies, such as international expansion or product innovation. The last strategy is very suitable for the home market. The eating habit trends point to a change in the average American towards a healthier lifestyle. Yum! has a weakness point in this area as its products are not perceived as healthy. McDonalds has developed a number of products for the customers interested in a healthier died, such as salads. Other competitors, such as Wendy managed to prepare the same products with less 10 grams of fat in it. The healthy lifestyle trend opened the way to more competitors which sell quick-service healthy products, such as: Panera Bread, Subway and Quizno's.

The consumer habits change from one generation to another. The trend in the last generations is not only towards healthier…

Reference List

Clarke, P., Hedden, S. & Olson, C. 2006. Yum! Brands - Consumer Discretionary. Krause Research Fund, vol. Fall (November).

NY Times by Tracie Rozhon. 2007. Just to Add to the Pressure, the Name Is Yum. Published October 6th,  http://www.nytimes.com/2007/10/06/ 

The company's sales have registered a 5% to 10% YoY growth.

The growth is mainly generated by the success in emerging markets, such as China.

Niche Brands in Markets
Words: 2688 Length: 11 Pages Document Type: Research Paper Paper #: 22105741
Read Full Paper  ❯

Lululemon

Supply Analysis of Lululemon

Porter's Five Forces Analysis of Lululemon

ival Companies

PESTLE Analysis of Lululemo

Core Competencies

Analysis of Marketing Strategy of Lululemon

Analysis of Company Management

isk Factors

Financial Analysis

Company History

Lululemon Athletica Inc. which was founded in 1998 in the city of Vancouver by Chip Wilson is a specialist in the design and production of high-end technical clothing for athletes and yoga clothing.

While operating primarily in the continents of North America and Australia, the company initially targeted the educated woman who strives to live an active and a healthy life as their primary customers. The first store of the company was opened up in November of 2000 and it was aimed by the company to also function as a social and community hub allowing people to come together and learn and discuss issues related to physical aspects as well as the mental aspects for…

References

Blais, Steven. Business Analysis. Hoboken, N.J.: Wiley, 2012. Print.

Cadle, James et al. Business Analysis. Swindon: BCS Learning & Development Limited, 2014. Print.

 http://www.lululemon.com ,. "Manufacturing." N.p., 2016. Web. 11 Feb. 2016.

Investor.lululemon.com,. "Lululemon Athletica, Inc. - Annual Report." N.p., 2016. Web. 11 Feb. 2016.

Hotel Use of IMC
Words: 2531 Length: 8 Pages Document Type: Case Study Paper #: 21033226
Read Full Paper  ❯

Hotel Use of IMC

Starwood Hotels and esorts

Starwood Hotels and esorts Worldwide, Inc. is one of the world's largest luxurious hotel chains. It is an American multinational corporation that owns, operates, manages, and franchises luxury hotels, resorts, residences, vacation ownership properties, and spas. It has more than 1100 hotels, resorts, and properties in almost 100 countries across the Globe. Its internationally recognized hotel brands include Sheraton, St. egis, Le Meridien, W Hotels, Four Points by Sheraton, The Luxury Collection, Element, Aloft, and Westin. Starwood Hotels and esorts Worldwide, Inc. manages 48% of its hotels and resorts while 46% have been franchised to private investors from all over the world. It only owns 6% of its total hotels, resorts, spas, and vacation ownership properties. It has currently employed nearly 171,000 people -- more than a quarter is employed in the United States (Starwood Hotels and esorts Worldwide, Inc., 2013).

Founded…

References

Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Prentice-Hall.

Chitty, W. (2011). Integrated Marketing Communication, 3rd Edition. South Melbourne: Cengage Learning.

Gustafsson, A., Johnson, M.D. & Roos, I. (2005). "The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention," Journal of Marketing, 69 (4): 210-218.

Hotelier Middle East Staff, (2012, 04, 25). Starwood commits 75% of marketing spend to digital. Retrieved on September 15th, 2013, from

Marketing Mix Analysis of the
Words: 1730 Length: 4 Pages Document Type: Research Paper Paper #: 14211033
Read Full Paper  ❯

Brand equity of trusted advisor for CM application delivery.

Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000)

eferences

Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management eview, 54(2), 43-57.

Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.

Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D

Katzmarzik, a. (2011). Product differentiation for software-as-a-service providers. Business & Information Systems Engineering, 3(1), 1-31.

Joseph, J.V. (2009). econciling marketing vs. branding return on investment. ochester, ochester, NY.

Yoo, B.,…

References

Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57.

Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.

Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.

Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D

Lbo Hertz Lbo Case How Does the
Words: 1080 Length: 4 Pages Document Type: Essay Paper #: 14118584
Read Full Paper  ❯

LBO

Hertz LBO Case

How does the dual-track process used by Ford to initiate consideration of strategic alternatives affect the bidding process for Hertz?

The dual-track process has created a rather interesting environment for potential investors. Not only are investors competing with each other, but if the case that a deal is not worked out then Ford has made provisions for the company to be made public through an initial public offering (IPO). Hertz is a well establish company with global operations. Furthermore, it has a stable revenue history that has had an extraordinary amount of consecutive growth. Plus Hertz has built a great deal of brand equity worldwide; especially in regards to the airport services they provide.

All of this makes works to make Hertz an ideal candidate for a leveraged buyout. The interesting aspect to this case is how the dual-track process was structured. Ford must have known…

Country of Origin Effect on
Words: 6167 Length: 20 Pages Document Type: Literature Review Paper #: 86751866
Read Full Paper  ❯

With this in mind communications strategy has to be developed and implemented. The central debate remains that of degree of uniformity. The pros and cons are obvious, i.e. economies of scale, consistent message across markets, centralized control, different market characteristics, media availability and costs and government regulations (alabanis & Diamantopoulos, 2011). The stronger argument appears to be that different strategy appears to work in different situations, rather than a totally standardized campaign. Once these geographical issues are decided upon then the scope of the campaign, objectives and elements of strategy can be worked on. If the organization develops a message for one market and then transposes this intact into others or if it develops a message with a number of markets in mind from the start, it may be centrally conceived in both cases (Han, 2009; Wills & Ryans, 1977).

This is popular because of co-ordination and control providing the…

Bibliography

Ahmed, S.A., a. d'Atrous and M.E. Adraoui. 1994. 'Country-of-Origin Effects on Purchasing Managers Product Perceptions.' Industrial Marketing Management 23 (July): 323-332.

Keller, Kevin Lane. 1993. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57, No. 1. pp. 1-22

Shirin, Khosrozadeh; Kambiz, Heidarzadeh Hanzaee. 2011. The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions. Chinese Business Review, August Vol. 10, No. 8, 601-615

Bailey, W. And S.A. Gutierrez de Pineres. 2007. 'Country of Origin Attitudes in Mexico: The Malinchismo Effect.' Journal of International Consumer Marketing 9 (3): 25-41.

The Relationship of CSR and Employee Attitudes Essay
Words: 2761 Length: 9 Pages Document Type: Other Paper #: 64918410
Read Full Paper  ❯

2.1 Employee perception of CSR

As Du Preez and Bendixen (2015) note, a consumer’s initial exposure to a company’s brand typically comes from the employees who stand on the front lines of the company’s workplace. These employees represent the face of the business and thus embody the business’s brand. They are the brand’s diplomats in a sense, and if the consumer is put off by the employees, the brand suffers. In order for employees to represent their organization’s brand with confidence and enthusiasm, they must be able to believe in the brand, embrace the organization’s CSR policies, and promote the spirit of these policies in their engagement with consumers on the front lines. The employees represent the values of the company and feel (if they are happily employed) that the company represents their own values as well.

Thus the employee is attracted to the business for the same reasons as…

Banyan Tree Case Study While it Was
Words: 2801 Length: 8 Pages Document Type: Case Study Paper #: 40062538
Read Full Paper  ❯

anyan Tree Case Study

While it was not until the 19th century that the term "brand" had the connotation of meaning a commercial trademark, the idea of individual styles and types of merchandise have been around at least since the written record. For instance, there are ancient documents commenting on a certain type of wine, jewelry, dye, or clothing as far back as Egypt and abylon. However, using the term to mark a specific type or image in the minds of consumers did not really become popular until the mid-20th century (Wheeler 2006).

randing, then, is really information -- it is the sum of all the information about a product, service, or organization that is used to communicate a certain image or relationship to the consumer. It uses logos, visual clues, verbal messages, and is far more than a name: Coca-Cola is a brand because of the connotation of the…

Bibliography

Almquist, E & Roberts, K 2009, Rethinking Brand Strategy, viewed March 2012, http://www.lippincottmercer.com/pdfs/a_almquist01.pdf.

Drucker, P 2001, Harvard Business Review on Decision Making, Harvard University Press, Boston.

European Travel Commission 2011, European Tourism 2011 - Trends and Prospects, viewed March 2012, http://www.etc.-corporate.org/resources/uploads/ETC-Apr-May_2011_Trends_and_Outlook-final.pdf.

Insead - Knowledge 2011, Banyan Tree: The Brand Imperative, viewed March 2012,  http://knowledge.insead.edu/banyantree.cfm .

Demand States in a Market
Words: 3929 Length: 13 Pages Document Type: Essay Paper #: 2145792
Read Full Paper  ❯

Yet, they do not know exactly what it is that they want. A database would be extremely helpful at this stage as it could offer information on the type of products and services the customers need and the new market could as such be created. A relevant example of an emergent market is constituted by the it products and services within most developing countries. The second evolutionary stage occurs as the products and services introduced in the emergence stage begin to register high levels of sales. At this level, more producers are interested in promoting their own products within the growing market and the future expectations related to it are generally positive. The growth stage of the market is also supported by customers, who realize the benefits of the given product, but also by companies which develop and implement strong marketing campaigns.

The third evolutionary level is maturity, a situation…

References:

Grashaw, K., 2009, Recognizing the Eight Demand States in a Market, Kurt Grashaw Marketing Communications, http://www.grashaw.com/articles/EightDemandStates_060809.html last accessed on October 16, 2009

Kotler, P., Armstrong, G., 2005, Principles of Marketing, 10th Edition,, ISBN 7302114358

Perner, L., 2009, Service Outputs, University of Southern California,  http://www.consumerpsychologist.com/dist_Service_Outputs.html  last accessed on October 16, 2009

Rao, T.P.R., Jain, a.K., Key Concepts for Marketing of Information Products and Services, the International Development Research Center,  http://www.idrc.ca/en/ev-114853-201-1-DO_TOPIC.html  last accessed on October 16, 2009

iPod Apple's MP3 Player Relates to Maslow's
Words: 1692 Length: 4 Pages Document Type: Term Paper Paper #: 14301061
Read Full Paper  ❯

iPod (Apple's MP3 player) relates to Maslow's hierarchy of human needs.

Abraham Maslow created his theory of a hierarchy of human needs in the late 1960's and early 1970's. The psychologist wrote that human beings are primarily motivated by unsatisfied needs. Certain lower needs must be satisfied before higher needs are satisfied. (Maslow, 1970) Advertising new products often depends upon generating a sense of need, and promising that the new product can fulfill this need.

Take for example the Apple's new MP3 player, the iPod. True, on a Maslow-like physiological level, the first level of need, one cannot eat an iPod, and a less mechanical form of 'apple' is necessary for sustenance, iPods do satisfy the consumer's immediate physical needs for lighter equipment. iPods are portable and more amenable to working out, and for musical use on crowded subway, and the crush and strain of modern urban life. The iPod…

Works Cited

Mahr, Jackson. (2004) "HP & iPod." Branding.com. Retrieved 24 Mar 2005 at  http://www.brandchannel.com/features_profile.asp?pr_id=205 

Nixon, Paul. (2005) "Apple's Tipping Point: Macs for Masses." Retrieved 24 Mar 2005 at http://www.nixlog.com/archives/2005/01/12_apples_tipping_point_macs_for_the_masses_infographic.php

Marketing the Competing Concepts Under
Words: 2331 Length: 7 Pages Document Type: Term Paper Paper #: 66607518
Read Full Paper  ❯



Illustrate the differences between a straight rebuy, modified rebuy, and a new task purchase. Why is it important to understand the differences?

A straight rebuy is the purchase of standard parts, maintenance, or repair, and operating supplies, or any recurring need purchased on a routine basis (Kotler, 2006). For example, the routine purchase of printing paper is a straight rebuy. A modified rebuy is a situation in which purchasers have experience to draw on, and consider alternatives to previous purchasing (Kotler, 2006). For example, if a company recently purchased a new printer from vendor A, but was not satisfied, they may decide to purchase from vendor B. In the same situation next time. A new task purchase is a situation in which purchasing does not have previous experience with a requirement, and thus, has no relevant knowledge of product solutions (Kotler, 2006). For example, if a company requires the purchase…

References

Bell, J. (2006.) Strategic vs. tactical marketing - understand and profit. Retrieved Dec. 14, 2006 from Marketing Strategies. Web site:  http://www.businessseek.biz/article-directory/article-531.html .

Entrepreneur.com. (2006.) Researching your market. Retrieved Dec. 13, 2006 from Marketing Basics. Web site:  http://www.entrepreneur.com/article/printthis/43024.html .

Keller, K. And Tybout, A. (2002.) The principle of positioning. Market Leader, 19, 65.

Kerin, R. (2003.) Marketing, 7th ed. New York: McGraw-Hill.

Swarovski's Customer in the Digital
Words: 5507 Length: 17 Pages Document Type: Literature Review Paper #: 43047950
Read Full Paper  ❯



Based on the attributes of luxury brand, the luxury brand requires special marketing strategy to achieve brand objectives. The strategy assists in developing global brand reputation as well as forming brand awareness within the global competitive environment. (Moore and Birtwistle 2005).

In the contemporary marketing environment, experiential marketing has become a cornerstone of marketing, and retailing for luxury brand. Experiential marketing is the technique of viewing consumer as an emotional and rational being who aims to achieve pleasurable experiences. (Atwal et al. 2008). Typically, experiential marketing offers customer memorable experiences in order to achieve customer satisfaction and competitive market advantages. The experiential marketing uses different tools to create the memorable experiences for customers. For example, experiential marketing organizes entertainment for customers in order to educate them, allow them to escape the reality, as well as giving them aesthetic objects or places to see. Experiential marketers use different tools to create…

References

Atkin, D. (2004). The Culting of Brands: When Customers Become True Believers. New York: Portfolio.

Atwal, G. & Williams, a. (2008). Luxury brand marketing -- the experience is everything! Brand Management .16 (5/6):338 -- 346.

Belch, G.E. & Belch, M.A. (2003). Advertising and Promotion, an Integrated Marketing Communication Perspective (Sixth Edition). The McGraw-Hill Companies.

Bruce, M . And Kratz, C .(2007). Competitive Marketing Strategies in Luxury Fashion Companies. in: T. Hines and M. Bruce (eds.) Fashion Marketing: Contemporary Issues, 2nd edn., New York: Elsevier / Butterworth-Heinemann.

Kudler Fine Foods Marketing Analysis Kudler Fine
Words: 853 Length: 3 Pages Document Type: Essay Paper #: 66996072
Read Full Paper  ❯

Kudler Fine Foods

Marketing Analysis

Kudler Fine Foods has made significant progress within a few short years. The small business was able to open two new locations to expand their gourmet food retail outlets. ith the expansion of a catering division in the horizon as well, it has come time for Kudler Fine Foods to reevaluate their marketing strategies. The company will use the 4P method as the basis for their marketing foundation -- product, place, price, and promotion. Using a well thought out marketing strategy is a key component to support the company's desired expansions. Kudler must conduct research to ensure that they are differentiated enough to find their own niche while also positioning themselves at the right place in the market. This analysis will cover some of the items that should be included in Kudler's strategic marketing plan. Recommendations will be made as to how Kudler's can craft…

Works Cited

Edwards, H. (2011). The Sensitive Art of Pricing. Marketing, 19.

Mohammed, R. (2010). Building a New Pricing Strategy. Minority Business Entrepreneur, 34, 36, 38.

Tehrani, N. (2009). On Differentiation and Positioning. Customer [email protected] Solutions, 1.

Product and New Product Development
Words: 431 Length: 1 Pages Document Type: Thesis Paper #: 56333062
Read Full Paper  ❯



Describe eGO's design process. How is it similar to the process detailed in the chapter?

The eGO design process is comparable to the concepts in the book in that it strives to create innovative solutions to long-established and well-known problems. The costs of transportation continue to escalate, and eGO concentrates on creating a solution for the challenge of short-range transactions with their products.

Visit eGO's website to learn more about products the company offers. What stage of the product life cycle is the eGO vehicle experiencing? What do you learn from eGo's product development experience?

A eGO is in the new product introduction phase of not only their product but also an emerging industry of motorized and eco-friendly low-end cycles. The launch of the eGO series of cycles globally is actually a pivotal point in the industry of low-end cycles, with the launch covering several continents. In terms of lessons…

Ethical Issues That Are Raised
Words: 2228 Length: 7 Pages Document Type: Case Study Paper #: 37528628
Read Full Paper  ❯

While the "quality and the craftsmanship [of Tiffany & Co.'s products] must stand the test of time," the conscience of a socially responsible attitude towards its products becomes an even more important element in order to make the customers appreciate the true value of its offer.

The added value of an "industry leader" approach concerning the social responsibility issues involved by the industry is also a desired course of action, as it brings positive effects on the environment and the fulfillment of ethical promises by the company, its ambassadorship within the industry brings even greater environmental benefits, through a stronger alliance to lobby and fight for the environment.

From a business point-of-view, it brings Tiffany's a differentiation point, giving it a competitive advantage in front of its competitors, something that just working with price, placement, promotion and products (marketing mix elements) can not entirely achieve.

This brings us to the…

Bibliography

Business dictionary, Ethical Issue definition, retrieved online November 6, 2009 at  http://www.businessdictionary.com/definition/ethical-issue.html 

Business dictionary, Fiduciary Duty definition, retrieved online November 6, 2009 at  http://www.businessdictionary.com/definition/fiduciary-duty.html 

Gagnon, Geoffrey, Moving Mountains, Legal Affairs, Sept-Oct 2004, retrieved online November 6, 2009 at  http://www.legalaffairs.org/issues/September-October-2004/story_gagnon_sepoct04.msp 

Kosich, Dorothy, And, now, a few words from Tiffany & Co, Mineweb, South Africa, November 11, 2004, retrieved online November 5, 2009 at  http://www.mineweb.com/mineweb/view/mineweb/en/page15831?oid=3232&sn=Detail

Luxury Fashion of Swarovski Toward
Words: 5498 Length: 17 Pages Document Type: Literature Review Paper #: 86429573
Read Full Paper  ❯

"The second step is to develop a touch-point chain and gauge those with the greatest impact. The third step is to turn findings into project priorities. The final step is to implement and monitor." (Atwal and Williams, 2009 P. 343).

Uche (2009) provides different argument by pointing out that internet experience create compelling, enjoyable, memorable, and positive experience for online shoppers. The author develops web experience model to demonstrate the strategy the virtual environment could provide experience for online customer. Typically, the 7C model was developed to create a high impact digital experiential customer experience. This includes customisation, content, customer care, community, communication, convenience and connectivity.

On the other hand, Snakers & Zajdman (2010) argue that there is a proliferation of fashion jewelry within the present marketing environment making consumer to face challenges in distinguishing between products. Thus, finding the best method to differentiate one product from the other has…

References

Abrams Research (2011).Social Media Guide for Luxury Brands. Digital & Social Media Agency.

Acuna, B.P. (2010). The Power of Social Media Image. Journal of Alternative Perspectives in the Social Sciences. 2 (1): 298-308.

Achouri, a. And Bouslama, N. (2010).The Effect of the Congruence between Brand Personality and Self-Image on Consumer's Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review.

Atwal, G. (2009). Luxury brand marketing -- the experience is everything! Journal of Brand Management. 16: 338-346.

International Marketing Perspective What Are the Main
Words: 2971 Length: 10 Pages Document Type: Case Study Paper #: 83483050
Read Full Paper  ❯

International Marketing Perspective

What are the main factors that have contributed to Banyan Tree's success?

Banyan Tree's first success was finding a niche that the owners could exploit. As the case study says, they realized that there was an opening that they could use to gather guests who were above the level of the large hotel chains, but who did not want to spend the money required to spend a night in the most exclusive resorts. This price difference led to the owners forming the plan for their resort that was more reasonably priced than the large luxury resorts, but would give the customer more than the large hotel chains.

The next thing that they did was to realize what type of experience people were missing. First, people wanted a vacation experience that allowed them to be alone, like they had the space all to themselves, while they were positioned…

References

Buchanan, R. (2011). Social responsibility and its effects on consumers. Retrieved March 14, 2012 from http://www.ehow.com/info_8207072_social-responsibility- its-effects-consumers.html

Lovelock, C.H., Writz, J., & Chew, P., 2008. Essentials of service marketing. New York: Prentice Hall PTR.

Marketing Minds, (2012). Apple's branding strategy. Retrieved March 12, 2012 from http://www.marketingminds.com.au/branding/apple_branding_strategy.html

Roy, B., 2009. Importance of word of mouth marketing. Retrieved March 11, 2012 from http://www.ehow.com/facts_5796882_importance-word-mouth-marketing.html

Components of IMC Components of
Words: 1307 Length: 4 Pages Document Type: Research Paper Paper #: 40866474
Read Full Paper  ❯



Evaluating the Effectiveness of an IMC Strategy

Given the complexities of IMC strategies and programs and their highly integrative nature, the metrics and key performance indicators (KPIs) used for evaluating them often align to every stage of the selling cycle. As the sales cycles for consumer products are often significantly faster and more focused on transaction speed than on long-term selling relationships, the metrics and KPIs of IMC strategies in these markets tend to focus on trial and repeat purchasing in addition to brand awareness (Caemmerer, 2009). In Business-to-Business (B2B) selling scenarios, the IMC strategies often have short, intermediate and long-term objectives that seek to attain a very high level of trust with potential and future prospects (Kliatchko, 2005). The truest measure of an effective IMC strategy in B2B markets is the company becoming a trusted advisor to potential and present customers (Caemmerer, 2009). Measuring the performance of IMC strategies…

References

The 2012 Digital All-Stars. (2012). Broadcasting & Cable, 142(33), 8-10,12,14-16,18.

Caemmerer, B. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.

Gonring, M.P. (1994). Putting integrated marketing communications to work today. Public Relations Quarterly, 39(3), 45-45.

Hongcharu, B., & Eiamkanchanalai, S. (2009). A comparative study of traditional mass media, the internet and mobile phones for integrated marketing communications. Journal of Business & Economics Research, 7(12), 31-40.

Cadbury Beverages Inc - Crush
Words: 2695 Length: 10 Pages Document Type: Case Study Paper #: 44784209
Read Full Paper  ❯



Based on this situation of the Crush brand, the recommendation for the future strategy in the orange segment is that of investing more in the products and in their marketing in order to attract more customers. Still, this course of action would be expected to generate only a slight increase in sales, and this is due to the fact that the soft beverage market is already mature and consolidated, and major shifts are improbable.

Still, the orange sector represents a stable one, which would bring sustainable revenues. In a more specific formulation, Cadbury Beverages should recognize its orange segment as one retailing cash cow products. These products are able to generate suitable revenues, for investments which only maintain, rather then reinvent the product line. The profits generated from this segment are as such secure and the costs are lower, indicating as such, that even if the market for them does…

Reference:

Kerin, R.A., 1995, Cadbury Beverages, Inc., Crush Brand

Role of Advertising
Words: 1213 Length: 4 Pages Document Type: Research Paper Paper #: 98563201
Read Full Paper  ❯

Integrated marketing communications programs (IMC) use sales promotions as a major factor in their programs today. Marketers have realized that effective marketing is a combination of promotion and advertising. For effective communications programs, marketers have realized they have to rely on promotional sales, direct marketing, personal sales, convectional advertising campaigns and public relations. Sales promotions along with marketing make advertising more effective and, and the effectiveness can be increased by communication to increase awareness. IMC is a communication strategic tool, and it combines promotional mix to deliver maximum communication influence that target the audience. IMC can have the greatest persuasive effect because customers are in contact with brands. Different communicating tools are combined bringing a synergetic effect in resulting communication.

Since the inception of IMC, there have been many changes due to the changing relationship between marketers and consumers. There have also been shifts because of technology and direct communication…

References

Kitchen, P.J. And Schultz, D.E. (2009). New Horizon/False dawn for a marketplace in turmoil? Journal of Marketing Communications.

Lisa, S.T. (2011). Inhibition of Brand Integration. Journal of Marketing Communications.

Studies, A.O. (2012). Impact of Iintergrated Marketing Communication on Consumers. International Journal for Marketing Studies.

Timothy, N.S. (2008). Three-stage Model of Integrated Marketing. Journal of Marketing Communications.

International Marketing in Sports Apparel
Words: 3703 Length: 10 Pages Document Type: Research Proposal Paper #: 54065745
Read Full Paper  ❯

THEOY

One of the most difficult paradigms in research is defining what exactly constitutes the idea of "theory." There are many different authors with many different views on this.

Harlow (2009) articulates the problem associated with defining "theory" is that there is no fixed, universal meaning for this concept. One of the guides towards identifying the components that constitute a theory could be the specific research direction at issue. In the natural science, for example, "theory" could refer to the law or system of laws. In a social sciences discipline, "theory" might suggest a construct or set to order and understand the phenomena under study.

While it is difficult to explain or define the concept of theory, Harlow also points towards the importance of understanding the concept of "theory" in terms of research, since it forms the central concept around which the research is conducted. Hence, understanding what is meant…

References

Best, H. (2013). Theories of Social Changes by Raymond Boudon.

Committee on Science, Engineering, and Public Policy (2009). On Being a Scientist: A

Guide to Responsible Conduct in Research. Washington D.C.: National

Academies Press

Sports Apparel
Words: 1450 Length: 5 Pages Document Type: Research Proposal Paper #: 4402580
Read Full Paper  ❯

Aspara, J. (2009). Stock ownership as a motivation of brand-loyal and brand-supportive behaviors. Journal of Consumer Marketing. 26(6). Pp. 427-436. Retrieved from: http://www.yconomie.com/aspara/articles/aspara-2009_stock_ownership_brand_loyal_behaviors.pdf

In this work, Aspara investigates the psychological motivations underlying stock ownership and its influence on brand loyalty as well as finding empirical evidence to support the explication of these motivations. The author points out that, although consumption and investment psychologies, respectively, have been seen as separate realms, the study reveals that they can have a significant mutual influence. Indeed, the author has found that many individuals who become stockowners in a company also experience a positive and increased motivation towards brand loyalty for that company. Positive word-of-mouth has also been found among individuals becoming stock owners in a company.

What this means for the study to be conducted on brand loyalty among the youth in the United States and Kenya may not be considered in terms of…