Brand Essays (Examples)

Companies that have invested in defending their brand and managing the customer experience outside of their website have seen great returns. Within the travel industry, for example, companies such as InterContinental Hotels Group and oyal Caribbean Cruises have both extended their reach to manage the customer experience on partner sites with a very high degree of success. In each instance, their efforts have resulted in an improvement in the customer experience conducive to attracting, converting, and retaining customers- ultimately improving market share and generating millions of dollars in incremental revenue (Lasswell, 2010).

4. Describe the process of profiling a consumer's brand knowledge

Companies that understand this and are willing to be consistent and committed partners with their customers, naturally develop long-term customer relationships. Those who choose to view their products as only part of a needs-fulfillment transaction will tend to turn their products into commodities (Bergsman, 2000).

Defining and managing…

Resources 17: 779-97.

Sen, K.C. (1998). The Use of Franchising as a Growth Strategy by U.S. Restaurant Franchisors, Journal of Consumer Marketing 15(4), 397-407.

Swartz, L.N. (2005). International Franchising: An Attractive Alternative for Cross-Border Expansion, International Insights: An Arthur Andersen Report (September), 31-32.

Swerdlow, S., and W. Roehl (1998). Direct and Indirect Effects of Training and Organizational Commitment among Hospitality Employees: Implications for Lodging Franchisors, in Proceedings of the Society of Franchising. Ed. F. LaFontaine. Las Vegas, NV: Institute of Franchise Management.

Wyckoff, D. Daryl, and W. Earl Sasser (2003). The U.S. Lodging Industry. Lexington, MA: D.C. Heath.

Brand Equity Measurement

Consumer perceptions extensively influence and manipulate their purchasing behavior. Service and goods companies identify the significance of marketing strategies in influencing consumer behavior. All brands that attract high profits have desirable loyalty levels among customers. Customers tend to have a high level of perception of quality of goods and services that dominate markets in different industries. The power that emanates from consumers' goodwill and recognition of a brand, earned overtime, and which gives a brand better competition ground than other similar brands in the market is the brand equity. It refers to the desired differential effect gained from consumers' response because of a strong brand name.

Examples of branded hotels

Independent hotels have a low market share compared to branded hotels. Several branded hotels extensively dominate the market because of their strong brand equity. The Starwood hotel is remarkable for its high performance luxury brands. St. egis…

References

Bill, X. & Andrew, C. (2010). A conceptual framework of hotel experience and customer-based brand equity. International Journal of Contemporary Hospitality Management, 22(2), 174-193. doi: http://dx.doi.org/10.1108/09596111011018179 

Isabel, B., Leslie, D. & Martinez, E. (2008). A cross-national validation of the consumer-based brand equity scale. The Journal of Product and Brand Management, 17 (6), 384-392. doi: http://dx.doi.org/10.1108/10610420810904121 

Kayaman, R. & Huseyin, A. (2007). Customer-based brand equity: Evidence from the hotel industry. Managing Service Quality, 17 (1), 92. doi: http://dx.doi.org/10.1108/09604520710720692 

Keshav, P., & Chekitan, D. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41 (3), 22-31. Retrieved from  http://search.proquest.com/docview/209704579?accountid=45049

Then soon other players came such as Pepsi who also tried to penetrate the market. With the introduction of Pepsi into the market, the market share was divided, sales volume for both commodities went low and the prices also lowered. The product life cycle of some of these products may go far beyond the expected limit, and this is attributed to the brand equity they have.

Use of Interactive television and online services in marketing

Marketers have nowadays ventured more into interactive television and online services to improve on advertising their products because through such innovations they can easily reach their targeted groups. For instance, product manufacturers have found ways to advertise their products in video games especially for this product highly consumed by children.

Through online services, marketers have the opportunity to conduct surveys which will enable them to know how their products are competing and are being perceived…

References and their links

Calantone, R.J., Yeniyurt, S., Townsend, J.D., & Schmidt, J.B. (2010). The Effects of Competition in Short Product Life-Cycle Markets: The Case of Motion Pictures. [Article]. Journal of Product Innovation Management, 27(3), 349-361. doi: 10.1111/j.1540-5885.2010.00721.x https://erms.tourolib.org/url/http://search.ebscohost.com/login.aspx?direct=true&db=bth&an=48717464&site=ehost-live

Boone, L.E., & Kurtz, D.L. (2011). Contemporary Marketing: Cengage Learning.

 http://books.google.co.ke/books?id=-e0Yt7AxEV0C&printsec=frontcover&dq=contemporary+marketing&hl=en&sa=X&ei=ENCcT_X1DMmM4gSxrfWpDg&ved=0CDQQ6AEwAA#v=onepage&q=contemporary%20marketing&f=false 

Blattberg, R.C., Kim, P., Kim, B.D., & Neslin, S.A. (2008). Database Marketing: Analyzing and Managing Customers: Springer.

Brand Relationships

"Having a Relationship" with a Brand

Establishing and maintaining a "relationship" with a brand is a complex concept that often is taken for granted. Much of the complexity arises out of the fact that goods are inanimate objects and do not fall under the traditional notion of a subject of a relationship since the good or product can interact with an individual with human-like qualities. However, at the same time, people attribute human characteristics to products and brands. The human activity of anthropomorphizing inanimate objects has been identified as a universal activity in virtually all societies (Fournier, 1998). Therefore, in this way the brand can interact with the individual given the attributed human qualities. It is generally thought that people have relationships with brands instead of products because products typically have a lifecycle that eventually ends while brands are more enduring and can introduce new products (Rasmussen, N.d.)…

Works Cited

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 343-373.

O'Donnell, E., & Brown, S. (2012). Brand Image. Academy of Marketing Studies.

Rasmussen, T. (N.d.). Entrepreneurship . Retrieved from Free Management Library:  http://managementhelp.org/productdevelopment/index.htm#anchor1349255

The fur aspects of loyalty, perceived quality, identity of the brand and awareness all must be unified at the operational level of a business (Aaker, 1996). Who a company really is gets communicated in its millions of customer interactions daily. With the pervasive adoption of social media, there is an exceptionally high level of transparency today. This is seen in the Dave Carroll episode of the broken guitar (Perkins, 2009) and the 12 million views of United as of March, 2013. Brand equity and trust is all a company has when all their claims and marketing puffery are stripped away. Brand equity, authenticity, transparency and trust are the foundations of a successful business in these skeptical and at times cynical times. Trust is the currency companies will increasingly trade with and it is the fuel of sustainable, profitable growth over the long-term.

eferences

Aaker, D.A. (1996). Measuring brand equity across…

References

Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-102.

Block, J. (2011). Tackling customer service challenges. Inside Counsel,

Garfield, B. (2009). Music video forces united to clean up customer-service act. Advertising Age, 80(25), 25-25.

Huffington Post (2012, August 14). United airlines loses 10-year-old girl flying alone, parents claim. Retrieved from  http://www.huffingtonpost.com/2012/08/14/united-airlines-loses-10-_n_1775731.html

Branded or Private Label Manufacturer

Branded vs. Private Label Manufacturer

When creating a new company, one of the most important decisions one can make is whether to market products under a private label or become a branded manufacturer. If one sells as a private label retailer, his or her company would be making the product and selling directly to consumers under the company's own label (Vakratsas & Ambler, 1999). A branded manufacturer would sell through retailers that are already established, and would not need to focus on selling directly to consumers. Instead, only selling to the stores that would carry the product would be necessary, which would mean that the company would not need to consider the work it would take to sell its products specifically to consumers (Stuart, Shimp, & Engel, 1987; Vakratsas & Ambler, 1999). Among the main concerns when it comes to which way a retailer is…

References

Stuart, E.W., Shimp, T.A., & Engel, R.W. (1987). Classical conditioning of consumer attitudes: Four experiments in an advertising context. Journal of Consumer Research 14(3): 334-49.

Vakratsas, D. & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing 63(1): 26-43.

This extension has great reviews because of its simple and brand oriented outlay. The product has had great success because Starbucks chose to extend its brand to something its market likes. The marketing research adduced that at least 50% of their clientele also drink coffee liqueur. The coffee liqueur is in beverage form. This helps make their brand identification the same (De Mesa, 2005). Starbucks seems to have gone for a product line that is similar to product they are renowned for and enjoyed by almost a half of their biggest fans. This confirms that they knew their market really well before engaging in brand extension since it is pointless extending your brand to something that doesn't relate to whatever else you are selling. This has a potential of confusing the consumer and eventually ruining the relationship you have built with them (De Mesa, 2005). The reason why Starbucks and…

References List

De Mesa, a. (2005). Starbucks Coffee Liqueur. Retrieved July 11, 2013 from  http://www.brandchannel.com/features_profile.asp?pr_id=225 

Gemma, C. (2011). Starbucks drops "coffee" from Logo as it Eyes Brand Extensions. Retrieved July 11, 2013 from  http://www.brandrepublic.com/news/1047988/ 

Kaushik, P. (2012). Starbucks Bets on Innovation, Brand Extension, and Mobile Commerce.

Retrieved July 11, 2013 from  http://www.dailydealmedia.com/789starbucks-bets-big-on-innovation-brand-extension-and-mobile-commerce/

Brand "Disney"

Disney is an entertainment company that operates under five key groups namely: Media networks, Parks and esorts, Studio Entertainment, Consumer Products, and Interactive Media. It owes much of its success to brand loyalty. Disney has over the years strengthened connection with the consumers by building personal relationships based on authenticity and trust. This has led to its continued growth and success (Walt Disney, 2013). Other than emotional connection there are other factors that have made Disney a brand to reckon with in the entertainment realms namely: spending time with customers, building repeat business, and ability of the proprietors to secure the brand's future.

Just had previously been mentioned, Disney, its subsidiaries, and affiliates has five business segments. These business segments ensure that Disney attains its goal of being an international family entertainment and media enterprises. In a bid to help Disney realize this, the Media Networks segment, that…

References

Gabler, N. (2007). Walt Disney: The Triumph of the American Imagination. New York: Random

House.

Interbrand (2013). Disney. Retrieved August 9, 2013 from  http://www.interbrand.com/en/best-global-brands/2012/Disney 

Walt Disney (2013). Company Overview. Retrieved August 9, 2013 from  http://thewaltdisneycompany.com/about-disney/company-overview

Another 25% is usesd in the food and beverage industries, and pharmaceutical and personal care products making up 10% of the market. The rest is: chemical manufactureing, 9%, cleansers and detergentsm 8%; water treatment, 7%, and: miscellaneous uses comprising the remainder (Graff 2000).

Because of its diverse uses, sodium bicarbonat has experienced stable, steady growth year after year, usually I the 3 to4% range according to Curt Siverling, sales and marketing director for specialty products at FMC. While Siverling expected this performance to continue, it is notable that Church & Dwight's performance was many times that in terms of earnings (21%, as noted above), although their net sales increase was only 1%, also noted above.

Brand equity

Any brand that has remained virtually unchanged in the American marketplace for 148 years would have to be considered one that enjoys extraordinary customer loyalty. Weisz demonstrated Arm & Hammer's brand loyalty when…

References

Church & Dwight. (2004, July 1). Household & Personal Products Industry. Retrieved 15 May 2005 from www.highbeam.com.

Church & Dwight reports third quarter results; GAAP earnings per share increased 35% on strong sales growth. (2004, November 9). Business Wire. Retrieved 15 May 2005 from www.highbeam.com.

Graff, G. (2002, June 6) Producers see healthy growth. Purchasing. Retrierved 15 May 2005 from www.highbeam.com.

Sodium bicarbonate. Answers.com. Retrieved 15 May 2005 from www.answers.com.

Brand Image

The concepts of brand name and corporate image are linked, but they are distinct from one another. A brand name is the way that the company identifies its product or service offering. The brand is a name and often a visual mark as well. The function of a brand is to convey specific attributes about the product or service -- attributes that presumably will attract customers. An example of this is when you are hungry, you might be drawn to specific brands. If it is late at night and you feel self-loathing, you might be drawn to the low cost, low quality promise of Taco Bell. Other establishments might have a brand that conveys modern, high quality food -- someone looking to impress a date might seek out these brands instead.

Corporate image also draws associations between the company and attributes, but in a different way. It essentially…

References

Inc. Magazine. (2014). Corporate image. Inc. Magazine. Retrieved May 2, 2014 from  http://www.inc.com/encyclopedia/corporate-image.html 

Ogden, Chapter 10.

Or those not willing to drop down to the mid-priced brands, more and more drugstores are trying to help ease the effect of rising prices by employing tactics such as money-back guarantees and heavy couponing. Tode (2010) went further to state that Yanke noted that Medic has offered a money-back guarantee in cosmetics for eight years and that it promotes the category heavily with advertising and coupons, but that it can't afford dedicated beauty specialists.

"Consultants wouldn't do that much in drugstores," she noted. Such efforts appear to be appreciated by consumers, at least the ones who responded to the Makeup Alley poll. "Drugstore prices are getting steeper and steeper, but you can find great sales at stores like CVS and Harmon Drug. (Tode, 2010)

Channels of Distribution

Wood (2010) indicates that a $50 million advertising campaign, a focus on treatment qualities for its color cosmetics, and a strong determination…

References

"Lancome, Paris Selects Avenue A/NYC as Its Digital Marketing Agency; The Cosmetic Giant Partners With Avenue A to Increase Its Online Presence and Customer-Base." Business Wire. Business Wire. 2001. Retrieved September 7, 2010 from HighBeam Research:  

Brand Communication Management on Organic Products

In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the breadth of the product mix and the depth of the product mix can be determined. In this way we can implement the proper brand architecture guidelines (Keller 1997, 503-518).

This is really a "back to the basics" reminder of why a brand was born in the first place. Traditionally, brand positioning can also be defined as how customers perceive a brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to…

References

Keller, K. (1997). Designing and Implementing Branding Strategies. In: Keller, K

Strategic Brand Management: Building, Measuring, and Managing Brand

Equity. New York, NY: Prentice Hall. p503-563.

Martin, I, Stewart, D and Shashi, M. (2005). Branding Strategies, Marketing

Brand Communication anagement on Organic Products

Organic products are those products which are made from organic raw material and in some countries it also requires organic certification as well. It should be kept in the mind that when ever you are to sell or advertise the organic products then you should try to emphasize on the benefits of the brand category rather than simply promoting your brand. For example if you are selling the car which works on the bio gas fuel than the promotion activities related to the campaign of the car should highlight the benefits of using the bio gas fuel and it should also put some light on the damages which have been caused by the pollution produced through the regular fuel.

There are many companies which are selling different kinds of organic products however only few have designed their promotion campaign in such a way that…

Most of the companies often cheat the buyers by simply attaching the tag of organic to their brands however when anyone looks at the ingredient's list of the brand then they come to the conclusion that companies have placed the game with them. Therefore it should be realized by the big multinational companies that once the consumer get dissatisfied then he or she is going to tell about this phenomenon to his fellow beings which is going to damage the brand image in the long-term. However there are also some companies which have promoted their organic brands in a very competitive way and they have also made sure that the ingredients which have been told in the advertisement are also present in the literal sense (Nobre, Becker & Brito, 2010).

Purity organic juices can be considered as an example of such a brand which is promoted in a suitable manner as far as category of organic brands is concerned. It is one of those brands for which the company has worked closely with the farms from where the raw organic material has taken. This point has also been highlighted in their advertisement as well. The CEO of Pacific Organic Produce and the founder of Purity Organic Juices has also talked about his organic brand in the commercial which highlights the fact that company considers the importance of such products and they have indulged their top management for the promotion of the product. The advertisement also highlighted the Purity Organic Juice's organic certification which further strengthens trust of the people over the composition of the brand (Abratt & Bick, 2003).

Like Purity Organic Juices there are also some other organic products which are promoted in a very suitable way. One of them is Lipton Green Tea. Most of the people who are interested in the weight loss or natural health are interested in this particular category that is green tea. As far as the promotion of Lipton Green Tea is concerned they have highlighted in their advertisement the concept of health by showing the acts of exercise. The ingredients mentioned in the advertisement also reflect the brand's closeness to the nature. Young models were used for the advertisement which reflects

Nike Should Move Production to the US and Make America Great Again
Introduction
Nike is a global sport, clothing and shoe supplier and retailer with over 1000 retail outlets in the US and with global brand recognition. Since its founding in the 1960s, the company has dominated the sporting industry with its apparel, shoes, accessories and sporting products—from golf balls to tennis rackets. One reason for its success has been its ability to brand itself as the company that produces the products champions use. Nike is associated with winners like Michael Jordan and Tiger Woods and LeBron James. When people think of Nike, they think of winning, and the trademark phrase of the company—“Just Do It”—has inspired millions of customers to put on Nike gear and go out onto the field to give it their all.
Overview of Firm
History
Nike was founded by Phil Knight and Bill Bowerman as…

Week 5 discussion 2: Analysis of the Sapphire BrandThe Sapphire Reserve brand is a favorite among credit card holders, particularly younger customers. Card holders benefit from a range of travel credits, travel insurance protections, and exclusive access to airport lounges across the world, in addition to a number of statement credits. This text analyzes some crucial aspects of the Sapphire brand to determine how it relates to the product development and the diffusion process.Factors the Placed the Sapphire Brand in a Class of its OwnThe Sapphire Reserve brand took the industry by storm in the first month(s) of its release. Reports indicate that demand for the credit card was so high that the company ran out of both the metal card and the packaging used to ship it within a few days of the products launch (Pilcher, 2016). In less than a month, the company had depleted supplies and materials…

References

Frankel, R. (2021). Chase Sapphire Cards Boost Their Welcome Offers, up to 80k Points. Forbes Advisor. Retrieved from  https://www.forbes.com/advisor/credit-cards/chase-sapphire-cards-boost-their-welcome-offers/ 

Grobart, S. (2016). How Chase Made the Perfect High for Credit Card Junkies. Bloomberg. Retrieved from  https://www.bloomberg.com/news/features/2016-09-22/how-chase-made-the-perfect-high-for-credit-card-junkies 

Kotler, P., Armstrong, G., Harris, L., & He, H. (2019). Principles of Marketing. Oxford, UK: Pearson Inc.

Pilcher, J. (2016). Millennials go Bananas for Super Cool, Very Pricey Metal Credit Card. The Financial Brand. Retrieved from  https://thefinancialbrand.com/61696/chase-sapphire-reserve-millennial-travel-rewards-credit-card/

Brand Relationship

hen Fournier describes the relationship that consumers have with a brand, she is referring to the attributes that consumers ascribe to that brand and then relate to. These attributes go beyond the attributes of the product itself, such that the brand can be transferred from one product to another. An example of a brand with which consumers have a high degree of relationship would be Body Shop, to which consumers often ascribe a set of values -- all Body Shop products receive these attributes to the consumer. Thus, the consumer is purchasing Body Shop first and an individual product second. Aisner (1999) discusses the concept in conjunction with New Coke. The strong relationship that people had with Coca-Cola backfired on the company, because consumers rejected a change to the product on the basis that it was not consistent with their view of the product.

In the fast food…

Works Cited:

Aisner, J. (1999). More than a name: The role of brands in people's lives. Harvard Business School Working Knowledge. Retrieved May 2, 2011 from  http://hbswk.hbs.edu/archive/2598.html 

Mitchinson, R. (2010). McDonald's -- Helping people fall in love with the brand again. Account Planning Group. Retrieved May 2, 2011 from  http://www.accountplanninggroup.com.au/case-studies/mcdonalds-helping-people-fall-in-love-with-the-brand-again/

Apple does not use smell or taste as important elements in its sensory experience. The company recognizes that there are limits to the use of multisensory branding. The branding must, after all, remain relevant to the product. For consumer electronics, taste and smell are relatively irrelevant, just as for a fast food chain they are critical and touch becomes largely irrelevant. So while touch, sound and sight are all relevant to Apple's branding, the other two senses are not and therefore do not play a role in the branding.

Apple also makes use of sound as part of its branding. As with many companies today, Apple has recognized the appeal of music in creating a brand image. The company prefers to bolster its image as an innovator and a brand for creative people by using fresh sounds from relatively unknown performers. Snippets of the songs are used to create an…

These can bring in new audiences, retain old audiences (like dieters who might be alienated from Coke because of concerns about calories) or can encourage greater consumption (as children with the smallest of scrapes might want a Sponge Bob Band-Aid for fashion's sake). But all of these examples of product extensions do not alter the fundamental associations of the brand as synonymous with America, or with gentle and loving care (Kotler & Keller, 2003).

Brands can endure a great deal -- even Aunt Jemina, Barbie, and Betty Crocker remain, although the Civil Rights and feminist movements may shudder at their images -- the product remains popular, so people continue to buy. Of course, the downside to such ubiquitous associations between a brand and a product is that if the product, such as fast food, becomes unpopular for cultural reasons beyond the marketer's control, like the current war against obesity, the…

Works Cited

Kotler, P. & Keller, K. (2003). Marketing Management

12th Ed.). Upper Saddle River: Prentice-Hall.

Troy, Mike. (24 Oct 2005) "The Roto role: how leading brands maintain their top-shelf status." DSN Retailing Today. Retrieved 19 Mar 2007 at  http://www.findarticles.com/p/articles/mi_m0FNP/is_20_44/ai_n15789798

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

Brand epositioning

Consumer Product

BAND EPOSITIONING OF HALLMAK GEETING CADS

epositioning in the Target Market

Hallmark greeting cards are the most ubiquitous printed greeting cards found across the United States. The company prides itself on having a card for every occasion and to express every sentiment. Hence, the volume of cards printed by the company has increased with time. The chief strengths of the brand are excellent product quality, the quality of the sentiment, the visual appeal and the convenience of accessing and purchasing the card. However, with the advent of free and interactive online greeting card services, the popularity of printed greeting cards has been declining over the years. According to Kardes et al. (2011), brands need to be rejuvenated when they are in the decline stage. Franzen & Moriarty (2009) state that a brand needs to be repositioned when it fails to remain relevant to the value patterns…

References

Franzen, G., & Moriarty, S. (2009). The science and art of branding. (p. 187) M.E. Sharpe.

Kardes, F., Cronley, M., & Cline, T.W. (2011). Consumer behavior. (p. 350). Cengage Learning.

United States Census Bureau. (2012). Statistics about Business Size (Including Small Business) from the U.S. Census Bureau. Retrieved from  http://www.census.gov/econ/smallbus.html 

Wreden, N. (2007). Profit brand. (p. 130). Kogan Page Publishers.

Their use of product
line extensions to increase the up-sell and cross-sell of products and
services are aimed at extending the product lifecycles of systems that
often have limited lifecycles of their own. Cross-selling and up-selling
based on product line extensions is prevalent in industries that have rapid
product lifecycles.
The third major factor to consider in brand extensions according to the
Marketing Leadership Council (2005) is the need for infusing the existing
brand with additional publicity and greater exposure. The Hummers' product
line extensions to the H2 and now the H3 Models underscore both the extreme
durability of this vehicle yet also give General Motors an opportunity to
further clarify their branding message of the Hummer line of vehicles also
being safe for families. Their extension from being a rugged off-road
enthusiasts' vehicle to that of a vehicle for the soccer moms of the world
shuttling their kids from…

Sources:
Marketing Leadership Council (2005) - Leveraging the Parent Brand in the
Introduction of brand Extensions. Corporate Executive Board Publication.
April, 2005. Pages 3, 4, 13.

The methodologies behind consumer-driven
versus data-driven approaches vary by company yet both share a common
result of quantifying in financial terms the value of a brand.
In determining the value of a brand, its critical to first select a
methodology that fits with the specific type of company that is working to
increase the value of the brand. Consumer-driven factors that define brand
equity value vary significantly from those from data-driven methodologies
as defined by (Market esearch Executive Board, 2005) and the specific
examples of Interbrand and BrandFinance. Ascertaining the best methodology
for measuring the value of a brand needs to take into account segmentation,
financial forecasts, brand value and brand risk analysis to arrive at a
reasonable and accurate valuation of a brand.
eference:
Market esearch Executive Board (2005) - Overview of Brand Equity
Measurement Approaches. Market esearch Executive Board. September, 2005.…

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

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.

Without the customer being involved there would not be a successful service transaction. Third, there needs to be a continual refresh of the value of the service for it to be used over again. If the airline customer had been bumped from the flight even though they were a frequent flyer and been promised an upgrade, chances are the person flying would be very hesitant to fly again. The bottom line of this example and the branding of services in general is that trust is critical as the part of any brand, and execution on services to support that trust is critical for any service business. (Kelly 1998) states in Financial Times that the role of the trusted advisor as part of services branding influences 70% of all purchases by companies.

eference:

Kelly (1998) - Paying for that old brand magic: Marketing branding professional services,…

Reference:

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

These other Gap, Inc. stores have more of a core brand image, even if their clothing is more expensive.

Step 3 - Determine MC Objectives

Convey the uniqueness of the Old Navy brand. It is fun, gives the consumer value for his or her dollar, and has insight into youthful 'hip' trends.

Step 4 - Develop Strategies and Tactics

Old Navy is making use of Twitter and YouTube with its SuperModelquins campaign, which uses interactive as well as old media to sell its clothing with plastic, created dolls, all with unique lives and personalities the consumer can follow online (Anderson 2009). The approach is edgy, yet will not alienate mothers who shop at Old Navy for their children.

Step 5 - Set the Budget

The use of new media can act as a method of cost-containment, given that advertising through such sources will reach more of the target audience. More…

Works Cited

Anderson, Mae. (2009, February 29). Old Navy's new ad campaign heavy on 'quirky'

Money AOL. Retrieved July 4, 2009 at  http://money.aol.com/news/articles/_a/bbdp/old-navys-new-ad-campaign-heavy-on/359240 

Duncan, T. (2004). Principles of advertising & IMC. New York: McGraw-Hill.

Brand Reinvention: The New, Old McDonald's

The name McDonald's is virtually synonymous with the idea of 'branding.' The idea of McDonaldization seems to imply the standardization and Americanization of both culture and food. However, the brand image of McDonald's has in fact gone through a number of reincarnations, over the company's long history. One of the most notable shifts occurred when the company shifted from its slogan of "You deserve a break today," or "It's a good time for the great taste," to "Mmm...I'm lovin' it."

During the 1970s, when more and more women were becoming 'liberated' from the stove, and going to work in record numbers, the idea of being not having to slave over a hot stove was seen as a positive benefit of eating McDonald's hamburgers. The idea that it's always a good time to eat burgers and fries similarly stressed the ease and convenience of fast…

Works Cited

Dreams." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=5184llMCDwA 

School is Hard." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=rtdrjt_1zUU 

McDonald's Recital Commercial." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=-2yklZeEbFE&feature=related 

McDonald's 1996 Winter Olympics Commercial." YouTube. Retrieved 11 Feb 2008 at  http://www.youtube.com/watch?v=dHiVhCqqvUw

Hogan also suggest the increased use of event sponsorships to strengthen brands. and, Hogan discusses the use of brand agents who are different from spokespeople because they represent the brand in its totality-its positioning and its brand attributes -- and does not violate the limits to which a company can extend a brand beyond its core meaning

ibliography

Hogan, S. Positioning a brand in the marketplace. http://www.lippincottmercer.com/insights/a_hogan01.shtml

Kotler, P. & Keller, K. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice-Hall.

ibliography

Can brands last forever? There is no reason for a brand to ever become obsolete, if a company does a good job of positioning. What is positioning? "Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to…

Bibliography

Can brands last forever? There is no reason for a brand to ever become obsolete, if a company does a good job of positioning. What is positioning? "Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm" (Kotler & Keller, 2006, p. 288).

Kotler, P. & Keller, K. (2003). Marketing Management (12th Ed.). Upper Saddle River: Prentice-Hall.

Strong brands excel at delivering the benefits customers truly desires or need;

the brand stays relevant to the customer;

(Martin 1992:1). On the most basic level, the most popular brands have very narrow associations, such as Coca-Cola with America, McDonald's with fast, cheap, fun food, etc. But what if consumer tastes change and a long-popular brand's association that is narrow but popular falls out of favor? Is a more broad marketing strategy the wave of the future that goes beyond pure brand extensions, like the example of Mountain Dew, an extension of a particular soda line? This intriguing concept, which might provide a clue to the difficult question of the inevitability of brand death, goes unanswered.

orks Cited

Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle

River: Prentice-Hall.

Roth, Martin S. (Jun 1992)." Depth vs. breadth strategies for global brand image management." Journal of Advertising. Retrieved 21 Mar 2007 from allbusniess.com at http://www.allbusiness.com/management/323170-1.html

Works Cited

Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle

River: Prentice-Hall.

Roth, Martin S. (Jun 1992)." Depth vs. breadth strategies for global brand image management." Journal of Advertising. Retrieved 21 Mar 2007 from allbusniess.com at  http://www.allbusiness.com/management/323170-1.html

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

She is, like Betty Crocker or Aunt Jemina, more than a woman. According to the company fact sheet released to investors, Martha Stewart, the brand, now has an exclusive deal with Macy's, Inc., the department store behemoth and: "In November 2006, we published Martha Stewart's Homekeeping Handbook: The Essential Guide to Caring for Everything in Your Home. The book, which the ashington Post described as "the ultimate housekeeping resource," enjoyed an enthusiastic reception and climbed high bestseller lists across the country" and Martha's legal difficulties are forgotten ("Company Fact Sheet," 2006, Martha Stewart Omnimedia ebsite).

Of course, brands must constantly reinvent themselves -- all of these homemaking icons have changed their image to become more contemporary. Martha Stewart fixes fast and easy recipes, Betty Crocker makes low fat cake mixes, and Aunt Jemina has grown more politically correct in her depiction on the box. But a brand must stay the…

Works Cited

Kotler, P. & Keller, K. (2006). Marketing Management. (12th ed.). Upper Saddler River:

Prentice Hall.

Company Fact Sheet." (2006). Martha Stewart Omnimedia. Investor Relations. Retrieved 22 Mar 2007 at  http://media.corporate-ir.net/media_files/irol/96/96022/FactSheet0107a.pdf

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.

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

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.

' The author argued, "[t]he effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brands the star. It is not to sponsor culture but to be the culture" (160).

The phenomenon of making of the logo as the culture of society can be traced back to the popularity of event sponsorships as a strategy for brand expansion. In an attempt to make people more aware and familiar with their brands and logos, promotional strategies have become more customized to specific demographics and cultures. As a way to reach out to as many people as possible, companies developed event sponsorships that are unique to a community or group, and, as Klein stated, make their brand and logo the "star" of the event rather than the people or event itself. However, once these cultures are 'penetrated' by the logo,…

Reference

Klein, N. (2000). "The Brand Expands." In No Logo: Taking Aim at the Brand Bullies. Great Britain: Flamingo.

brands consumers, roles brands play, views customers brands developed marketing -marketing influences. The background readings module introduces ways analyzing products brands case reading relates a study relationship consumers brands.

I am what I wear and what I drive:

Having a relationship with Manolo Blahnik shoes and the Prius

'I am what I buy.' According to Susan Fournier, consumers have relationships with brands much in the same way they have relationships with human beings. Brands become a form of identity, much like hanging out in a certain clique of friends defines one's sense of 'self.' Brands define our economic class, social status, and life state based upon their name and associations. The ethos of a brand transcends the functionality of the product. Marketers position brands to be attractive to certain types of consumers and consumers eagerly embrace such positioning and use it as a method of self-definition.

The shoe brand Manolo…

' 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…

Executive Summary

Sears is a retail company that offers a range of products and services via brick and mortar locations and online shopping portals. Its brand focuses on offering quality proprietary brand products and in-home services in an industry that is currently led by larger retailers like Wal-Mart, Target and Amazon, the e-commerce giant that is single-handedly changing the nature of retail today. In order to stay competitive, Sears is focusing on building brand loyalty among the young target market with disposable income—the 25-30 year old demographic; it is differentiating itself from its competitors by focusing on providing quality products and services as opposed to only discounted options. Sears’s main selling point, therefore, is its quality brand products—like Kenmore and Craftsman—that appeal to homeowners, especially to new homeowners who are in a prime position to develop brand loyalty to the types of appliances and services that only Sears can offer.…

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…

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

Brand Names: Will 'iPad' Become Generic Word for Tablet?" was published by the U.S.A. Today, with the central premise concerning a relatively unknown yet ubiquitous phenomenon known as genericide. According to the article, which was compiled by the Associated Press (AP), Apple Inc. And its proprietary iPad tablet computing device is poised to alter the English lexicon through its supremacy within a particular market segment. Like the Band-Aid and Kleenex before it, the iPad has become so synonymous with a niche product that consumers invariably refer to competitor's offerings by the same name, and Apple Inc.'s executive management structure must now wade through the quagmire of intellectual property rights and trademark protection law to determine the course of action that preserves the company's duly earned domination of the market. The article presents the iPad's emergence as the standard bearer for tablet computing devices as a mixed bag of sorts for…

References

Associated Press. (2012, April 08). Brand names: Will 'iPad' become generic word for tablet?. USA Today. Retrieved from http://usatoday30.usatoday.com/money/companies/story/2012-04-07/apple-iPad-generic- name/54110024/1

Coverdale, J.F. (1984). Trademarks and Generic Words: An Effect-on-Competition Test. The University of Chicago Law Review, (51), 868-891. Retrieved from  http://www.jstor.org/discover/10.2307/1599488?uid=3739552&uid=2&uid=4&uid=3739  256&sid=21101868846423

McKenna, M. (2007). The normative foundations of trademark law. Notre Dame Law Review, 82(5), 1839. Retrieved from  http://www.inta.org/Academics/Documents/finalndlawreview.pdf

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…

Despite the fact that the balance seems to lean in favor of the more modern approach, the final decision must also consider the relationship of these types of techniques to niche markets.

A successful campaign for a niche market must consist of several strategies that combine each other in order to minimize risks and maximize the chances of gains. Jean Marie Caragher (2008) believes that an adequately developed niche marketing campaign has to consist of at least a mission statement, a situational analysis and SMAT goals and strategies; the acronym stands for specific, measurable, attainable, realistic and timely. Aside these however, the proper niche marketing campaign must also integrate features which refer to the unique characteristics of the organization discussed or the product or service promoted. This means that the campaign must be built on both traditional and experience-based marketing techniques. Consequently then, the ultimate decision of the manager should…

References

Balasubramanian, S., 1998, Mail vs. Mall: A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers, Marketing Science, Vol. 17, No. 3

Blackwell, J., Overview of Traditional Marketing, Enzine Articles,  http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128lastaccessed  on March 16, 2009

Caragher, J.M., 2008, Expand Your Horizons: Niche Marketing Success Stories, Journal of Accountancy, Vol. 25

Davis, S., Halligan, C., 2002, Extending Your Brand by Optimizing Your Customer Relationship, Journal of Consumer Marketing, Vol. 19 Issue

Market Segments

Understanding the characteristics of the target market is a crucial step in developing the branding and marketing plan. This basically involves segmenting consumers. Consumers can be segmented based on their demographic, geographic, behavioral, and psychographic characteristics (Lamb, Hair & McDaniel, 2009). For the automobile industry, consumers can be segmented as follows.

Demographic characteristics
Individuals, male and female, families, middle- to high income, businesses, and professionals

Geographic characteristics

Behavioral characteristics

First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities.

Psychographic characteristics

Enthusiastic about cars

As per the table above, the target market is broad. It encompasses middle- to high-income individuals and families as well as professionals and business in the US seeking to buy a car for mobility, status, and/or off-road usage. With an understanding of the market segments, the marketing mix and other elements of the marketing…

Opponents to the idea that a brand can live forever point out the many popular brands that have died out in the past. True, there have been a lot of brands that have gone the way of the dinosaur. ut there are also many brands that are still around, and that have endured. They are the same companies and the same brands, but in most cases they are not the same products. They have stretched their brands and extended them, and that has allowed them to remain competitive within a changing marketplace. rand stretching and brand extension are both very significant tools for almost any company when it comes to keeping a brand not just alive but thriving (Clifton & Maughan, 2000).

rands that are allowed to grow and change according to what customers want and need will stick around, provided the products are good quality, reasonably-priced, and well-marketed. rands…

Bibliography

Becker, G. And K. Murphy. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, 15, 498-517.

Clifton, R. And E. Maughan. (eds) (2000) Twenty-Five Visions: The Future of Brands. London: Macmillan Business.

Kapferer, J.N. (1997) Strategic Brand Management. 2nd ed. London: Kogan Page.

The main benefits of extension using the already established successful brand of the parent are: reduced costs, the fact that it may prevent competitors from filling a niche, reduced shelf space available to competitors, and the filling of a gap in the product line that customers want to see filled. However, there are risks such as weakening the parent brand or cannibalisation of the market share of the original product. Extensions may damage consumer faith of the parent; the managerial time and budget will be split and the lack of focus could undermine the brand message; retailers have only limited space, and additional lines demand more space. Retailers may just allocate the extension some space from the brand's existing allowance, maintaining the same total allocation but now split between more products.

rand stretching is more risky since it involves diversification into an unrelated area of business. Stretching is a leap…

Bibliography

Becker, G. And K. Murphy. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, 15, 498-517.

Clifton, R. And E. Maughan. (eds) (2000) Twenty-Five Visions: The Future of Brands. London: Macmillan Business.

Kapferer, J.N. (1997) Strategic Brand Management. 2nd ed. London: Kogan Page.

Marketing

Pooch Pantry- Unit IV - Brand Elements, Positioning and Strategic Group

Brand Elements

The branding of the product will play an important role in the marketing and sale of the Pooch Pantry. A brand may be defined as the creation of a recognizable image that can be recognized and help to differentiate one product range or firm from its competition (Doyle, 1990). Aaker & Lane (1990) state that a brand may be perceived as a mental box, in which there are a set of assets or liabilities associated with a particular brand. This is a useful approach towards the consideration of branding, as it is noted that the mental box will be impacted by a wide range of elements, including the purposeful brand elements, such as name, brand text, the symbols that are used, colors and intangible associations (Aaker Lane, 1990). However, it also indicates there is the potential…

References

Aaker, David, A.; Keller Kevin Lane, (1990, Jan), Consumer evaluations of brand extensions, Journal of Marketing 54(1), 27-42

Dev, Chekitan, S, (2008, Feb), The corporate brand: help or hindrance? Harvard Business Review 86(2), 49-58

Doyle, Peter, (1990), Building Successful Brands: The Strategic Options, Journal of Consumer Marketing, 7(2), 5-20

Kotler Philip; Keller Kevin, (2011), Marketing Management, Prentice Hall

Wegmans store brand food items vs. well-Known brands

Lunchmeat

Wegmans hickory-smoked turkey lunchmeat vs. Hillshire Farms hickory-smoked turkey lunchmeat

Review placement on shelf: Both products are positioned side-by-side on a hanging rack in the dairy section

Cost of brand vs. cost of private label: Wegmans $2.99; Hillshire Farms $3.39 for the same amount in ounces

Ingredients same or different?: Virtually identical

Is private label made by brand manufacturer: Yes

Dairy

Wegmans shredded cheddar vs. Kraft shredded cheese

Review placement on shelf: Wegmans was positioned at eye level, Kraft was positioned somewhat lower

Cost of brand vs. cost of private label: Wegmans was $3.89 for 16 ounces; Kraft was $3.19 for 8 ounces

Ingredients same or different?: Kraft offered a blend of different flavors and colors of cheddar cheese; Wegmans bags of shredded cheese only came in single flavors and colors

Is private label made by brand manufacturer?: Yes

Category 3:…

Building a Brand: Case Study

The difference between creating and developing a brand in a business to business context is dramatically different than building one in that is strictly in the consumer market. The key difference in this type of business revolves around the distinction in the type of audience one is trying to communicate with. With consumers, one is trying to grab their attention and distinguish oneself from one's competitors. With other businesses, there's the need to establish trust and transparency, along with being able to assert oneself as a brand that will be able to meet the needs of other businesses.

With both business and consumers, the brand is fundamentally the promise to the customer, telling them what they can anticipate from all products and services, while still signaling how the brand is different from others. The brand still needs to be derived from who one is and…

References

HBR (2007). How to Build a B2B Brand. Retrieved from: hbr.org.  http://blogs.hbr.org/2007/11/how-to - build-a-b2b-brand-1/

brand strategy is a challenging task for many companies but it is a vital step in giving the company an identity of its own. It is this identity that is repeatedly communicated thought the business life. Developing a brand management strategy involves applying marketing techniques to a brand, or a product with the intention of giving it a unique image and to set it apart from the competitors. We will focus on the competitive analysis or model analysis that will briefly introduce our project, the competition or model, as well as describing the strengths and weaknesses of the competition or model.

The group is intending to come up with the shuttle bus service which is to serve the York collage, its student as well as staff. This shuttle bus service will transport valid students and staff from York College to predetermined stops in the area. By doing so, the shuttle…

Reference

Alex, W, 1999, The Brand Marketing Book, McGraw Hill, London. Retrieved September 26, 2013 from  http://www.iei.liu.se/fek/svp/mafo/artikelarkiv/1.310120/Building_brand.pdf 

Clancy, Kevin J.; Peter C. Kriegafsd (2000). Counter intuitive Marketing. Retrieved September 26, 2013 from The Free Press. ISBN 0-684-85555-0. Retrieved September 26, 2013 from  http://www.iosrjen.org/Papers/vol2_issue10%20%28part-4%29/H021043538.pdf 

Garth 2000, Strategic Management; Wiley, New York. Retrieved September 26, 2013 from. http://eu.wiley.com/WileyCDA/WileyTitle/productCd-EHEP000004.html

Keller, L. 2003, Strategic Brand Management', Prentice Hall. Retrieved on 25/09/2013 Retrieved September 26, 2013 from www.gfk-academy.de/files/gfk_a_sembr_sbman.pdf

In terms of the messages it transmits, these have a triple value -- to customers, to organizations and to the academicians. To customers, it transmits that demand for certain products can be increased or decreased through marketing efforts. To economic entities, it sends the message that consistency across marketing endeavors is crucial for ultimate success. For the academic community, it constitutes a new angle for assessment of marketing efforts.

An extension of the study could go deeper and assess if there exists a link between customer perceptions related to goal fluency and the type of product sold, not just brand. It could assess different categories of products, such as every day commodities or luxury products.

eference:

Labroo, a.A., Lee, a.Y., 2006, Between Two Brands: A Goal Fluency Account of Brand Evaluation, Journal of Marketing esearch, Vol.…

Reference:

Labroo, a.A., Lee, a.Y., 2006, Between Two Brands: A Goal Fluency Account of Brand Evaluation, Journal of Marketing Research, Vol. 43, pp.374-385

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.

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.

Branding & Product-Market Expansion

Corporate Branding and Product-Market Expansion

Growth strategies developed within companies vary according to the nature and dynamics of the market or industry that the company's products and services are competing in. Different strategies are utilized, such as increasing market penetration, undergoing a market expansion, implementing vertical integration, or developing innovative/creative ideas for the market/industry. In the market of consumer goods and services, a prevalent practice and the strategy that has proven to be economically viable and effective in strengthening corporate branding is through product-market expansion.

In product-market expansion, the company increases its growth through the development and launch of additional products and services that are still categorized under the corporate brand but extends the company's scope by expanding or adding more markets apart from the existing markets that the company already operates in. In product-market expansion, the company thinks about the specific market that it wants…

Branding

The product that we will be working with is fried cricket snack called Chapu. This is based on the Mexican chapulines, or fried crickets, that are found in many areas of Mexico, including Mexico City, Oaxaca, Puebla and other south-central regions. Furthermore, Southeast Asians like Vietnamese and Thai are quite well-known for their eating of friend crickets, locusts and these types of things. There is an unserved market in the United States in a couple of ways -- first because these ethnic communities have been ignored with these products, but more important because there is a broader community that has never seen these products.

Crickets are easy to raise, and a highly efficient source of protein. When they are fried, they become crunchy, and take well to seasoning. In that way they are quite similar to other friend snacks that are usually made from starches. That they are rich…

References

Cabral, J. (2013). Eat your crickets: Los Angeles is the chapulin capital of the U.S. Los Angeles Times. Retrieved May 3, 2014 from  http://www.latimes.com/features/food/dailydish/la-dd-eat-your-crickets-los-angeles-chapulin-capital-20130709,0,6370962.story#axzz30fRoQEln 

CIA World Factbook: United States (2014). Retrieved May 3, 2014 from  https://www.cia.gov/library/publications/the-world-factbook/geos/us.html 

InfoPlease (2014). Hispanic-Americans by numbers. InfoPlease. Retrieved May 3, 2014 from  http://www.infoplease.com/spot/hhmcensus1.html 

 https://www.youtube.com/watch?v=6pnUsPQPpcE

Brands, H.W. The Age of Gold. New York: Doubleday, 2002.

Get rich quick. This philosophy or fantasy can be seen everywhere today. It is seen in the eyes of the person who turns the slot machine in Atlantic City. It is seen in the sight of people lining up in front of a 7-11 several states away because the 'Power ball' jackpot has hit record highs. It can even be seen in the example of those ordinary investors who lost their shirts in the 1990's heady stock boom and bust. And it was seen, and originates in the Gold Rush of the 19th century, says author and historian H.W. Brands in his book The Age of Gold.

America has always been a place of freedom, a lack of pretension, and thus of easier enrichment, in the eyes of many. But the traditional American dream and Puritanical work ethic held that…

BANDING

OGANIZATIONAL BANDING

Sports Apparel's Organizational Branding

Sports Apparel's Organizational Branding

The Sports Apparel Company is an upcoming company that will specialize in the provision of different sports equipment and clothing to its consumers within County X. The company will target customers from all the market niches irrespective of their financial ability to purchase the products it provides. However, market analysis shows that the companies that provide similar products as the Sports Apparel Company does focus on specific market niches (the high earning consumers). Their specifity translates to the need for an organization that provides sports equipment and goods to consumers from all the social classes in the marketplace (Klimchuk & Krasovec, 2006). Similarly, significant analysis of the market shows that the companies involved in the provision of sports equipment as the Sports Apparel Company do not involve themselves in activities that contribute to social sustainability and environmental justice.

Business…

References

Klimchuk, M.R., & Krasovec, S.A. (2006). Packaging design: successful product branding from concept to shelf. Hoboken, N.J.: J. Wiley & Sons

Mitrega, M. (2006). Market analysis. Katowice: Publisher of the Karol Adamiecki University of Economics