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This approach was effective for New Belgium. They wanted to create a strong sense of brand identity. Focus groups may have allowed for the broadest possible perspective, but New Belgium is a niche product, not seeking to be everything to everyone. Within their niche, New Belgium needs to be able to demonstrate authenticity, so it needed a brand identity that was stronger, and more specific to a sense of place. Furthermore, the campaign was rooted in the idea of lifestyle, in particular the tensions that define the target market for their beers. These tensions can be better defined by the people who live them --the spots are quite relatable to this niche market. There is a risk with focus groups and an effort to create the broadest possible appeal that the brand identity would become too generic, which would run counter to the company's effort to exploit a…
Ferrell, O. & Hartline, M. (2010). Marketing Strategy, 5th Edition. Cengage.
Today's technology and the more intelligent and savvy consumers have made advertising and marketing techniques change with the times. Nonetheless, branding continues to be a sound and viable approach to marketing and that equates to a business constantly reevaluating and recreating itself through new tactics for selling and advertising. First, in regard to promotion, marketers have begun to use an underground approach called buzz marketing. Several things have made 'buzz' attractive for XYZ such as the fact that the technique is quite affordable.
owever, the true reason is that the consumer today needs a different and more diverse style of communication. "In a period of budget chopping, cheap is good. Then there's the rise of the Internet, which means marketers can reach just about anyone in almost any guise they care to assume. Finally, buzz marketing attempts to make each encounter with a consumer look like a unique, serendipitous event.…
However, the true reason is that the consumer today needs a different and more diverse style of communication. "In a period of budget chopping, cheap is good. Then there's the rise of the Internet, which means marketers can reach just about anyone in almost any guise they care to assume. Finally, buzz marketing attempts to make each encounter with a consumer look like a unique, serendipitous event. That's appealing to the desired twenty-somethings, who remain skeptical of traditional mass advertising." (Khermouch & Green, 2001)
For products, wearing a clean and well chosen uniform to promote the name equates to any new fake shopper approach to marketing a company name. The approaches of company's like XYZ create the buzz techniques needed to personalize product marketing for consumers. "Buzz marketing, with its heavy dose of theatricality, was honed by Hollywood studios, liquor companies, and other marketers whose products were either outlawed in traditional media or simply had too short a shelf life for a full-blown ad campaign." (Khermouch & Green, 2001)
Differentiate from other low cost providers to increase volume
Brand identity commands a premium price, increasing margin
Brand identity becomes identifiable with a specific niche
Build brand identity quickly to reduce the threat of new entrants
Lack of diversification
Diversify into many products to promote volume sales
Diversification is not part of this strategy.
Diversification is key to opening new market opportunities.
Inherent in the strategy -- low cost defends against this
Differentiation seeks to neutralize this threat
Product uniqueness defends against this threat
There should not be substitutability; if there is another innovation is needed
Sources: Porter, M. / QuickMBA.com (2007)
Brand identity is one of the major strengths of Kraft, and its brands are household names within its distribution area. hile brand…
Kim, W.C. And Mauborgne, R. (2009), What is BOS? Nine key points of Blue Ocean Strategy. Retrieved on November 6, 2012 from: http://www.blueoceanstrategy.com/abo/what_is_bos.html
Competitive Advantage (2007). Retrieved on November 6, 2012 from: http://www.quickmba.com/strategy/competitive-advantage/
Porter's Generic Strategies. (2007). Retrieved on November 6, 2012 from: http://www.quickmba.com/strategy/generic.shtml
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
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…
Marketing Leadership Council (2005) - Leveraging the Parent Brand in the
Introduction of brand Extensions. Corporate Executive Board Publication.
April, 2005. Pages 3, 4, 13.
Brand Strategy Management
Nespresso Brand Strategy
History of Nespresso
Mission and Ambition of Nespresso
Business Product ranges
n home product Ranges
User Segmentation and Target Market
The evolution of the Packaging
Design of The Boutique
Nespresso brand equity
ncrease the number of boutique stores
Brand Association and management
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
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…
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, 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
Prior to the 1970s, branding was not a matter of attention. Even countries that understood the…
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),
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.
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…
Kotler, P. & Keller, K. (2006). Marketing Management. (12th ed.). Upper Saddler River:
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
Criminals don't always need to have shotguns and masks to threat and rob money; it only takes a social security number, or a pre-approved credit card application from trash to make things according to their wicked way (ID Theft, 2004).
Some consumers have had credit card numbers and Social Security numbers stolen and used fraudulently or identity theft. By taking reasonable steps to protect your personal information, this can mitigate the chance that it may be stolen (What you should know about internet banking, 2007) by identity thieves.
Identity theft is a term used for serious crimes associated with someone uses your name, address, Social Security number, bank or credit card account number or other identifying information without your knowledge to commit fraud. This fraud may only take setting up accounts in your name and make online transactions without you knowing (Get the Upper Hand on Credit Crime, 2004).
Convenience Factors. (2002). Retrieved March 14, 2007. http://jobfunctions.bnet.com/whitepaper.aspx?docid=50925
Bank Information - Internet and Online Banking. (2005). Retrieved March 14, 2007. http://www.uk-bank-account.co.uk/online.html
Einhorn, Monique F. (2005). Coping with identity theft: imagine discovering that someone has opened credit card accounts or secured a home equity or car loan under an assumed name: yours. Consider receiving an IRS W-2 form reporting wages earned by someone else who has used your name and Social Security number (Cover Story). Partners in Community and Economic Development. Retrieved March 14, 2007.
Distribution Channel Analysis Identifying Wholesalers, Distributors, Retailers, and e-Commerce
ingle or multiple channels of distribution can be utilized including the direct channel of the Internet using the company's e-Commerce website as well as the direct channel of sales teams. Multiple teams that specialize in different products of customer segments may also be utilized. Direct channels include catalogue sales and retail sales as well as the use of a wholesaler or distributor, which is described as a company "that buys products in bulk from many manufacturers and then resells in smaller volumes to retailers. The Value-Added reseller will work with end-users to make provision of custom solutions that including "multiple products and services from different manufacturers." (VanAucken, 2013) a consultant can be used to develop relationshi8ps with companies and make provision of various services types. A dealer may purchase inventory from a manufacturer or distributor and then resell is to an…
Cooper, L. (2013) Five Strategies for a Successful Global Brand. 1 Jul 2010, Marketing Week. Retrieved from: http://www.marketingweek.co.uk/five-strategies-for-a-successful-global-brand/3015220.article
VanAuken, B. (2013) Building a Global Brand. Brand Strategy Insider. Retrieved from: http://www.brandingstrategyinsider.com/2007/01/building_a_glob.html#.UZq2RaLMDHR
"Thee aspects of Concept: Band Expeiences, Band Image and Custome Satisfaction.
I must discuss and give examples of how each band inspies loyalty. Name a few bands.
The seven bands that inspie the most loyalty, accoding to business website ("Main Steet") ae the following:
Each of these fits the definition of band expeiences as conceptualized by Bakus et al. (2009) as something which consists of sensations, feelings, cognitions, and behavioal esponses. Each of these factos too is evoked by cetain aspects of the band's packaging such as envionment, communication, and oveall stimuli. Band expeience, theefoe, accoding to Bakus et al. (2009) is synonymous to band image which essentially consists of fou dimensions: sensoy, affective, intellectual, and behavioal. When each of these fou concete dimensions is fulfilled, custome loyalty is the end esult since the custome has been satisfied in…
references. It looks ahead. Brand image, on the other hand, is subjective, particular (rather than general), and looks back (to subjective experience) in forming one's opinion about the brand (MSG; online).
Brand identity is active; the company invests enormous expense, thought, time, and effort into creating its brand. Image, on the other hand, is passive. It is the consumer's experience with the brand or his experience with image associations of brand.
Finally, brand identity signifies the company's promise to consumer about deliverance of their brand. Brand image, on the other hand, signifies the consumer's experience with the brand: whether or not she is satisfied (managementstudyguide.com, online).
Each of the 7 brands listed above were packaged with their own identity. Each of them gained a certain image that according to Barkus et al. (2009) satisfied clients in the dimensions of sensory, affective, intellectual, and behavioral. At least three of them also provided COR associations. The result is a product that produces a satisfied customer. And a satisfied customer -- if he/she remain so -- becomes a loyal one.
Pacific Brands -- 'Pacific Brands responds environmental forces (takes a hammering)', page 55-7 text book. (Management: Foundations applications, 1st Asia-Pacific Edition.) EPOT OBJECTIVES you expected address objectives report
Pacific Brands: Competition and multicultural marketing in the apparel industry
Pacific Brands is an Australia-based apparel company located in an increasingly competitive industry: apparel. ival companies operating on a lower cost model are biting at the Australian manufacturer's proverbial heels. "With the elimination of quotas in January 2005, the international textile and apparel industry is facing many challenges. Among them are the increasing number of skilled producing nations, an overcapacity of goods, and a deflation of world market prices. Currently the country with the greatest capacity for capturing the largest share of the world market is China" (Parrish, Cassill & Oxenham 2006). For many years Pacific Brands combined a niche marketing strategy related to its lines of clothing specifically targeted at workers…
Burton, D. (2005). New course development in multicultural marketing. Journal of Marketing
Education, 27(2), 151-162.
Cavanaugh, R. (2013). Pacific brands work wear division axes 50 customer service jobs.
Herald Sun. Retrieved: www.heraldsun.com.au/business/pacific-brands-workwear-division-axes-50-customer-service-jobs-in-melbourne-as-it-plans-to-outsource-to-an-international-company/story-fni0dcne-1226768849064
The brand exists solely in the minds of the consumersand it encompasses their overall perceptions andattitudes of Vermont." (http://www.vermontpartners.org/htm/research_vtbrand.asp) Whena brand is established in a consumer's mind itcan trigger associations with smaller destinationswithin the area the brand represents.
But first there is a need to establish a consistent brand identity.For example, "The Henry Ford" brand is the umbrellabrand name for five different attractions in the samedestination. Although each attraction has its ownpositioning, promise, descriptor and tagline, all ofthem are consistently branded under one brand:"The Henry Ford." The choice of this brand namewas based on research performed by the organizationas to how visitors perceived and referred to thedestination.In the case of a state, the brand name provides anumbrella for the state's other destinations, as well asother business entities, which benefit from itsgreater exposure. For example, a shopping related business located in a primarily outdoor recreationdestination will benefit from the overall increase…
Anne-Marie d'Hauteserre Journal of Travel Research, Vol. 39, No. 3, 300-307 (2001)
Destination Branding: Concept and Measurement." Derived http://www.experiencewashington.com/images/pdf/M_OtherMichiganBranding.pdf
Destination Branding in a Hostile Environment. By: d'Hauteserre, Anne-Marie. Journal of Travel Research, Feb2001, Vol. 39 Issue 3, p300, 8p; (AN 4023818)
Destination branding in place: St. Louis http://www.whisperbrand.com/blog/2005/06/destination-branding-in-place-st-louis/
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.…
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.
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…
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.
unning head: SAPPHIE BAND CASE STUDY SAPPHIE BAND CASE STUDY 2Discussion Questions: Case Study of the Sapphire Brand3. How does the brand spawn a community merely through its adoption?Sources contend that a brand itself cannot be a movement on its own, but it could help spawn a community (OBrien & Veenstra, 2021). OBrien and Veenstra (2021) define a spawning movement as that moment when a brand and the values it represents becomes more than just something to buy; when it catches fire and becomes a part of peoples lives. A brand-fueled movement happens at the point of intersection between a brand identity and an unmet need, social trend, or untapped passion (OBrien & Veenstra, 2021). Based on this foundation, several factors made it possible for the Sapphire brand to spawn a movement or community as soon as it was launched (Grobart, n.d.).First, the product design exhibited sleekness and class with…
References Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for Customer Identity: Limits to Self Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75(17), 66-82. Frazier Heiby Blog (2016). Chase is Targeting Millennials with Generational Marketing. Frazier Heiby. Retrieved from https://www.frazierheiby.com/blog/chase-is-targeting-millennials-with-generational-marketing Grobart, M. (n.d.). How Chase Turned a Credit Card into an Obsession. Bloomberg Business Week. Retrieved from (URL for article sent as resource)Madsbjerg, C., & Cariglio, S. (2017). The Future of Lifestyle Brands is in Danger. Duke Corporate Education. Retrieved from https://www.dukece.com/insights/future-lifestyle-brands-danger/ Mediakix (n.d.). Instagram Marketing Case Study: Chase Sapphire Marketing to Millennials. Mediakix. Retrieved from https://mediakix.com/blog/instagram-marketing-case-study-chase-sapphire-millennials/ OBrien, D., & Veenstra, J. (2021). The Science of Movement Marketing. Deloitte Inc. Retrieved from https://www2.deloitte.com/us/en/pages/chief-marketing-officer/articles/science-of-movement-marketing.html
As a result, not only are foreign markets changing to adapt to the Chinese marketplace needs, the Chinese marketplace, and consumer, are likewise adapting and changing to meet the needs of the global market. For instance, the economic boom in China's urban areas is creating a new consumer culture where the consumer has more disposable income to work with. This itself has effected consumer preferences and patterns within the Chinese marketplace. The general result is that a more sophisticated Chinese consumer is emerging and foreign companies need to market to their sophisticated needs while at the same time marketing to the general population's needs.
Therefore, the most effective way for a company to build a strong brand name in the rapidly emerging Chinese market is to adapt itself to the rapidly changing Chinese culture. To do this, it is important that the foreign company create a local presence and thus…
Apadu, K., and Sevgin, E. (1991): "Success and Failure of Japanese Companies' Export Ventures in High-Tech Industries," International Marketing Review. Vol. 8, No. 2, p.p. 66-76.
Armstrong, E. (2002): "Communication's Starring Role and Standard Chartered Bank," Strategic Communication Management. Vol. 6, No. 4, p.p. 10-13.
Ayala, J. And Lain, R. (1996): "China's Consumer Market: A Huge Opportunity to Fail?," McKinsey Quarterly, No. 3, p.p. 56-72.
Ayala, J., Lai, R. Mok, B. et. al. (1996): "Winning China's Consumer Market in the 21st Century," McKinsey Quarterly, No. 2, p.p. 178-181.
Graphics will be used for site branding, product images, and product diagrams. Site branding will make use of the Jelly ean King Online Store company branding.
Static graphics will be in .jpg format. Flash images will be created in Adobe Flash format (.swf). oth formats are standard formats which should be viewable by almost all browsers and devices. However, in case a browser unable to view JPGs or Flash files loads the page, all images will include ALT tags which will describe the function of the image to the viewer.
randing will be placed prominently so that the viewer will become familiar with the Jelly ean King Online Store logo. Product images will be marketing material showing Jelly ean King products, packaging, or products being enjoyed by buyers.
ecause it is important to communicate to viewers that Jelly ean King products are tasty, gourmet treats, all people included in images…
Usability First. 2011. Principles of Accessible and Universal Design. Retrieved March 23, 2011 from: http://www.usabilityfirst.com/about-usability/accessibility/principles-of-accessible-and-universal-design/
Zencoder. 2010. How many formats do I need for HTML5 video? [Web log message.] Retrieved March 23, 2011 from: http://zencoder.com/encoder-blog/2010/10/06/how-many-formats-do-i-need-for-html5-video/
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.
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.
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…
' 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,…
Klein, N. (2000). "The Brand Expands." In No Logo: Taking Aim at the Brand Bullies. Great Britain: Flamingo.
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…
Columbus (2006) - Bringing the Value Back Into Value Propositions. CRM Buyer Magazine. Accessed from the Internet on November 7, 2007:
' 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…
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…
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.
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…
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
rand Effect on Consumer ehavior
Influence of rand Effect
The influence of brand effect on consumer behavior:
Irish and Chinese consumers in Ireland
This paper discusses the influence of brand effect on consumption behavior of the Irish and Chinese in Ireland. Since shopping and purchase decision are affect by many sociological factors, the factors that influence the Chinese and the Irish in Ireland may be inherently distinct. While the Chinese population in Dublin is only a small part of the total population, they are becoming an important cultural force in the city, which can have an effect on Ireland's economy. rand loyalty can influence purchasing behavior, however, this paper will attempt to show that Consumer purchases are strongly influenced by cultural, social, personal, and psychological characteristics as opposed to brand names.
Keywords rand effect, Chinese consumers, Irish consumers, brand loyalty
Paper type Research paper
rand effect is the ability…
Antonides, Gerritt. & van Raaij, W. Fred. (1999). Cases in consumer behaviour. John Wiley & Sons.
Bloomberg Businessweek. (2004). Ireland: A nation of immigrants? Retrieved 28
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…
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.
When the sale was completed it only took six months for the Chinese PC and high tech manufacturer to completely re-vamp the core product lines, generate a new product generation, re-launch the brand and re-establish channels in the U.S. with the new brand (Ille, 2009). Where IBM had bet on the stability and lack of change being an attribute that it departments liked, Lenovo completely changed the brand and made it more progressive, innovative and focused on being more than an it department needed. Lenovo also completely re-vamped that tablet PC business and quickly launched a series of hand-held prototypes shown at the Consumer Electronics Show in Las Vegas in January, 2006
(Ille, 2009). Lenovo wasted no time taking the best of its manufacturing operations and &D operations, and using both to completely re-establish and re-invigorate the brand literally overnight. In so doing, Lenovo was also able to completely change…
Ille, F.R. (2009). Building Chinese global brands through soft technology transfer. Journal of Chinese Economic and Foreign Trade Studies, 2(1), 47-61.
Quelch, J. (2003, the return of the global brand. Harvard Business Review, 81(8), 22-23.
Philosophy -- Society and Identity
Is there such a thing as true identity? To what extent does our concern about how people perceive us affect our identity? Do you feel the society brands you as a man, a woman, a teenager, a college student, an Asian, a Middle Eastern, an American, etc. And places expectations on you accordingly? Is it possible to discover the real us? How? While pondering, look around you. Your room, your clothes, your belonging, how much of it represents you, and how much represents the current style?
There is such a thing as a "true" identity, but it can be very hard to differentiate that from our superficial identity, mainly because so much of what the average person's identity is a function of social conditioning and all of the external influences that shape who we are in our communities and societies. Much of the typical person's…
Emotional Drivers Swarovski
The motives behind consumer decisions to purchase luxury brands like Swarovski have been studied in a number of researches. The general findings of these studies have been that these motives are largely emotional, and that they are evolving as the composition of the luxury market segment changes. De Mooij (2005) defines emotion as an "interaction between cognition and physiology." The characteristics of emotion that or of greater concern to luxury brand managers are that emotions are learned and that they vary from culture to culture.
The mode of expression of emotion also varies by culture. In capitalistic societies, consumption has evolved into a unique mode of expression of self-satisfaction, self-esteem and self-pleasures. These buying motives shape the perceptions of various brands among consumers, along with brand loyalty and brand image. De Mooij (2005, p. 116) explains luxury brand buying motives in terms of collectivism/individualism and masculinity/feminism. Conformance…
Chevalier, M., & Mazzalovo, G. 2008. Luxury Brand Management. John Wiley & Sons.
De Mooij, M. 2005. Global Marketing and Advertising. Sage Publications, Inc.
Fionda, A.M., & Moore, C.M. 2009. The Anatomy of the Luxury Fashion Brand. Journal of Brand Management, 16(5/6), 347-363. doi.10.1057/bm.2008.45.
Fog, K., Budtz, C., Munch, P., & Blanchette, S. 2010. Storytelling: Branding in Practice. 2nd ed. Springer.
According to Spring (2002), in 2002, YUM! Brands acquired a& and Long John Silver's; at that time, the company reported that, "The acquisition allows us to accelerate our multi-branding strategy and...to be expanded international leaders...in chicken, pizza, Mexican and seafood" (quoted in Spring at 203).
As noted above, the company's motto is, "Our passion is to put YUM on our customer's faces all over the world," and this marketing approach appears to be paying big dividends. Indeed, Spring notes that YUM! Brands is currently a leader in the construction and operation of themed environments: "For instance, in 1922, the a& logo was created by Roy Allen and Frank right to represent their two last names. Opening in Lodi, California, the men constructed an outdoor stand that looked like a root beer barrel. In 1923, a& developed the first car-hop service initiating the spread of drive-in restaurants. Later restaurants relied on…
About YUM! Brands. (2007). YUM! Brands, Inc. [Online]. Available: http://www.yum.com/about/default.asp .
Corporate Profile. (2007). Yahoo! Finance. [Online]. Available: http://finance.yahoo.com/q/pr?s=YUM .
De Marco, Donna. (2005, March 23). "Under One Roof; Yum Brands Cooks Up Success with Fast-Food Combos." The Washington Times, 10.
Elango, B. (2007). "Are Franchisors with International Operations Different from Those Who Are Domestic Market Oriented?" Journal of Small Business Management 45(2): 179.
Marketing and Branding a Healthcare-elated product
Marketing and Branding Lipitor
Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…
Angelmar, R., Angelmar, S., & Kane, L.. (2007). Building strong condition brands. Journal of Medical Marketing: Special Issue New Paradigms in Life Sciences Marketing, 7(4), 341-351.
Iain Black. (2005). Pharmaceutical marketing strategy: Lessons from the medical literature. Journal of Medical Marketing, 5(2), 119-125,106.
Griffiths, S.. (2008). Pharmaceutical branding: 'To brand or not to brand'. Journal of Medical Marketing, 8(2), 113-118.
Krion, D., & Shockley, R.. (2011). How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy. MIT Sloan Management Review, 53(1), 1.
As Farrell (June 14, 2000) states: "The idea is to make milk the "cool" drink. The "mustache" still runs, with current stars such as Britney Spears." The success of such milk advertising to teens, it seems, represents an especially skillful endeavor, since milk is otherwise so much (and traditionally) associated with babyhood and early childhood, life stages (and self-images and reflections by others) that teens in particular generally yearn to leave far behind. Moreover, the considerable success of the "milk mustache" campaign proves very well the fact that just about anything can be successfully marketed to teens, as long as it is marketed to them with enough imagination, research, and skill (and with plenty of advertising dollars).
Some advertising for teens is also currently undergoing some interesting media changes, internationally. Within one global mega-conglomerate, Coca Cola, according to Foust (March 1, 2004):
Coke has diverted money into new initiatives that…
Farrell, G. (June 14, 2000). Milk does a body good, but ads do the industry even better. USA today. Money Section. 7b. Retrieved October 14, 2005, from www.usatoday.com/educate/college/business/casestudies/20010831-
Foust, D. (March 1, 2004). Coke: Wooing the TiVo generation. Business week online. Retrieved October 15, 2004, at http://www.businessweek.com / magazine/content/04_09/b3872088.htm.
Grimaldi, V. (2005).What is branding? Brandchannel.com. Retrieved October
A widely quoted and interesting functioning definition has been provided by Geert Hofstede who suggests that culture should be considered as software of a person's mind. He is reported to have said that each individual possesses certain patterns and forms of contemplation, emotions and possible acting that they have probably acquired during their life (Hofstede and Hofstede, 2005).
Most of these patterns have been obtained through their early childhood experiences as those are the time when an individual is most likely to acquire learning and build on it. Just the way a computer regards its "thought processes" and functioning as its software, the patterns or formations of thinking, experiencing and carrying out psychological processes in an individual can be referred to as the software program of the mind (Hofstede and Hofstede, 2005).
However, this does not imply, most definitely that individuals are supposed to function or behave as a computer…
Valentine, V. (1995). Opening up the Black Box: Switching the Paradigm of Qualitative Research. ESOMAR Seminar, Paris, 6-8th December, 25-47. Corbu, N. (2010). Cultural Identity as a System: Toward the Crystallization of a European Cultural Identity. Romanian Journal of Communication and Public Relations. 12(1), 121-132.
Waterman, a.S. (1999). Identity, the identity statuses, and identity status development: A contemporary statement. Developmental Review, 19, 591 -- 621. Taken from SETH, J.H., et al. (2010). The Relationships of Personal and Cultural Identity to Adaptive and Maladaptive Psychosocial Functioning in Emerging Adults. The Journal of Social Psychology, 150(1), 1 -- 33
Williams, R. (1976), Keywords: A Vocabulary of Culture and Society, Fontana, London. Corbu, N. (2010). Cultural Identity as a System: Toward the Crystallization of a European Cultural Identity. Romanian Journal of Communication and Public Relations. 12(1), 121-132.
Body, Identity, Gender]
From birth, humans learn, act out and experience their gendered identities. The society's concepts of femininity and masculinity form a person's relationship to his/her body and the bodies of other individuals. The issue of gender is also an aspect of prevailing norms of inequality and oppression. Discrimination based on appearances continues to be a common occurrence.
For example, feminists and philosophers, such as Simone de Beauvoir in The Second Sex question, "what is a woman?" (in Ashton-Jones101). She dislikes the traditional explanation of "woman is a womb," but recognizes that throughout history woman has been defined as "the Other" of man: "Thus humanity is male and man defines woman not in herself but as relative to him." (in Ashton-Jones 102). In other words, man is the absolute being and woman takes on all of the negative bodily, mortal and irrational aspects that he prefers not to find…
de Beauvoir, Simone. "Femininity and Sisterhood." In Evelyn Ashton-Jones and Gary A. Olson (Eds.) The Gender Reader. Boston: Allyn & Bacon, 1991, pp. 34-350.
Bordon, Susan. "Material Girl." In Roger N. Lancaster and Micaela di Leonardo (Eds.) The Gender Sexuality Reader. New York: Routledge, pp. 335-358.
Butler, Judith. "Exerpt from 'Inroduction' to Bodies That Matter. In Roger N. Lancaster and Micaela di Leonardo (Eds.) The Gender Sexuality Reader. New York: Routledge, pp.531-542.
hooks, bell. Black Looks: Race and Representation. Boston: South End Press, 1992.
American Dreams by H.. Brands
American Dreams chronicles the history of the United States after the defeat of the Axis powers until the present day. After orld ar II, America emerged as the major world power. It had an atomic capacity and had been less scarred, economically and politically, than Europe. How America managed this new role and how Americans' self-perceptions of themselves have changed over the subsequent decades is the subject of H.. Brand's brief social history.
The book is organized into three sections. The first section, called Visions of Omnipotence (1945-1965), details the heady postwar time when America was first beginning to establish its authority in the world. It played a critical role in revitalizing the fortunes of Europe through the Marshall Plan and contained communism through the establishment of NATO and the Berlin airlift. This was also the era of the Korean ar, the Bay of Pigs,…
Brands. H.W. American Dreams. New York: Penguin, 2010.
Inside can be found museum-like dioramas, a theater, a cafe, a doll hair salon, and lounging areas designed to facilitate interaction among shoppers and the examination and use of products" (Diamond 2009, p.119).
Diamond et al. (2009) argues that entertainment brands, such as American Girl, the Disney store have a unique power as brands, not simply to encourage consumers to buy the product, but also to foster consumer creativity, and suggest that as a result identity exists in dialogue with the corporation, and is not merely manipulated by the seller. Consumers are crafting their own unique image as they choose, consciously, to 'brand' themselves. In these "themed flagship brand stores" offering "spectacular environments… far from being overwhelmed or coerced by the sign-rich context, consumers use the retail environment as a stage on which to perform, enthusiastically enacting the brand and cocreating the spectacle. Therefore, emplacement is reconceptualized as a shared…
Diamond, Nina, Mary Ann McGrath, Albert Muniz, Stefania Borghini, & Robert
Kozinets. (2009, May). American Girl and the brand Gestalt: Closing the loop on sociocultural branding research. Journal of Marketing. 73: 118-134. Retrieved December
17, 2009 at http://www.nd.edu/~jsherry/pdf/2009/American%20Girl.pdf
Manning, Steven. (2009). Students for sale. From Navigating America: Information
Jamie arner takes the position that while politicians use branding techniques they learned in the commercial marketplace -- to basically drown out viewpoints that aren't their own -- some scholars insist that diverse, rational points-of-view should be allowed to be heard. One of the key arguments in this article is that the dynamics that democracy depend on (an open dialogue on important issues and concerns) seem to be of little concern to "political elites and their consultants" (arner, 2007). Moreover, those elite politicians that arner refers to prefer to use the power of the media and their propaganda to "crowd out" other voices so their own political agenda can dominate the airwaves.
Among the pivotal points that arner makes is that in response to the political branding techniques used by "elite politicians," there is now a push-back against that rhetoric and propaganda called "culture jamming" (arner, 18). Among the tactics…
Connelly, J. (2014). Jon Stewart in parody on his latest advertiser -- the Koch brothers.
Seattle Post-Intelligencer. Retrieved November 11, 2014, from http://blog.seattlepi.com .
Warner, J. (2007). Political Culture Jamming: The Dissident Humor of The Daily
Show with Jon Stewart. Popular Communications, 5(1), 17-36.
In support of this overarching aim, the following objectives were also be used.
he proposed study has three objectives as follows:
o deliver a comprehensive and critical review of the relevant literature concerning the relevant issues.
o administer a custom survey to various luxury hotel managers concerning their current branding strategies to identify commonalities and significant differences.
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.
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
extension products under a brand name dilutes not only the identity of the brand itself, but also of the flagship product of the brand. To determine whether flagship products are diluted by the introduction of an extension, the authors studied situations in which a well-known brand introduced a product inconsistent in at least one way with the brand's image, and then measured whether the flagship product's image was also affected. They proposed the hypothesis that consumer beliefs about flagship products are stronger and more resistant to change than consumer beliefs about brand names, and therefore the introduction of an inconsistent extension product would be less likely to impact the flagship product's image than the brand's image. After an examination of three studies about Johnson & Johnson, the authors' hypothesis was confirmed except in the case of inconsistent extensions of the flagship product's line.
There were several key concepts in this…
perceptions of the youth regarding branded sportswear in a developed and developing country. Specifically, the countries to be investigated will include the United States and Kenya. To make such a comparative investigation, a significant amount of qualitative data will have to be collected and analyzed. According to Shank (p. 140), this is one of the most important components of study, since data tends to be the foundation of research findings. Hence the quality of the data will necessarily also dictate the quality of the findings and the usefulness of the study for interested parties in the future. Specifically, the study can have implications for marketing professionals within sportswear companies, as well as for those who used on a freelance basis by sportswear companies in either country. Further implications could be important for sportwear manufacturers and sellers who attempt to make an entry from either Keny or the United States to…
Branding is a critical component of selling any product, but jewellery in particular. With this particular product's market, purchasing decisions are often emotionally rather than logically based (Karo 1968:49). Branding enables the retailer to influence customer perceptions and is a key driver in terms of the customer's store choice and long-term brand loyalty. It is every jeweller's desire to have a customer who goes to buy his engagement ring, wedding ring, and anniversary gifts for his (or her) significant other from the same, trusted retailer. The purpose of this paper is to integrate lessons from branding and retail image research to provide a better understanding of how jewellery retailers create their brand images, paying special attention to the role of the manufacturer and private label brand assortment.
This report takes the format of a compare-and-contrast case study of two different jewellery retailers located within the Oasis shopping centre of Queensland,…
Amore. (2014). Official website. Retrieved from:
Darje. (2014). Official Website. Retrieved from:
He says, "The South was right, my friends, there is no doubt about it" (Taft and Holleman). Thus, the Christian Identity movement is strongly connected with one's personal feelings towards Jews and those of non-Anglo-Saxon origin, seeing them as obstacles. Robin succinctly defines these problems when he lists the basic beliefs of the Christian Identity movement. Robin states that the Christian Identity members believe in a "very conservative interpretation of the Christian Bible" in addition to their beliefs about race and descendants" (Fairley para. 21).
Although their beliefs are certainly rooted in ancient history, the Christian Identity movement does not act in a way that truly supports Christian beliefs for two reasons. First, they both ignore the doctrine that Christianity is for everyone and use violence. The fact that Christianity is for everyone is seen not only through the way that many mainstream churches act today, but also through Biblical…
Fairley, Allison. "Christian Identity Movement." The University of Virginia. 1998. The
Religious Movement's Homepage. 5 June 2009.
Ruthven, Malise. Fundamentalism. Oxford: Oxford University Press, 2004.
Tuft, Carolyn & Joe Holleman. "Inside the Christian Identity Movement." The Ross
This paper discusses all the facets and considerations inherent to a cultural identity essay. Namely, the paper describes the importance of cultural identity, the definition of cultural identity, and examples of cultural identity—both theoretical and literal examples in the world today. This paper seeks to show how one’s cultural identity is so much more than just a melee of one’s race, environment and heritage. Cultural identity is made up of so many factors and influences, both positive and negative, and both direct and covert. This paper sheds light on how one’s cultural identity manifests and how the cultural identity of two people from the same family can be slightly or tremendously different, as a result of a difference of lived experiences and preferences. Finally, this paper investigates some of the more dominant theories of cultural identity.
One’s cultural identity is closely connected to one’s social…
Social Media on Human Perception
The human interactivity has its rots in the inception of faster communication systems like the telephone, telegraph and later on the email system. As the IT continued to develop and the globalization intensified, the frequent interaction between people on extreme ends of the world became a more regular phenomenon and hence more valued over the years. The continued interaction has been seen in the gaming industry where competitors from different parts of the world connect to each other in real time over the internet and compete in the same game for hours. This has over the years engaged people from different parts of the globe though it has been limited to the gaming aspect only. The other predominant mode of interaction in the contemporary society is the social media which has mushroomed over the last decade, seeing companies like facebook, twitter, SnapChat, Instagram, Flickr among…
Society for Human Resource management, (2010). What are the Advantages and Disadvantages of Social Networking Sites? What Should we Include in a Policy? Retrieved April 19, 2016 from http://www.aamga.org/files/hr/WhatAreTheAdvantagesAndDisadvantagesOf%20Social.pdf
Worsman S., (2011). Media's Influence on Social Norms and Identity Development of Youth. Retrieved April 19, 2016 from http://www.personal.psu.edu/bfr3/blogs/applied_social_psychology/2011/11/medias-influence-on-social-norms-and-identity-development-of-youth.html
Wallace K., (2015). Teens spend a 'mind-boggling' 9 hours a day using media, report says. Retrieved April 19, 2016 from http://edition.cnn.com/2015/11/03/health/teens-tweens-media-screen-use-report/
Diesel Social Media
Diesel is a clothing designer and retailer based in Italy. The company is privately-owned. Diesel is a design house with an emphasis on casual clothing, aimed at younger consumers. The company also runs its own retail shops, in dozens of countries around the world. Diesel operates exclusively in the clothing business, and with their emphasis on consumers in their 20s and maybe 30s, Diesel has emphasized social media in recent years as a means of reaching their target market. The company has five social media platforms in addition to their website -- Facebook, Twitter, YouTube, Instagram and Pinterest. This paper will examine Diesel's social media presence to analyze its potential effectiveness.
The Diesel brand was formed with the company in 1978. The brand has distinguished itself with Italian styling, American marketing and an emphasis on the younger consumer (Surendar & oy, 2010). The brand image…
Surendar, T. & Roy, S. (2010). Diesel founder Renzo Russo knows what matters in fashion. Forbes India. Retrieved October 24, 2013 from http://forbesindia.com/article/cross-border/diesel-founder-renzo-rosso-knows-what-matters-in-fashion/14622/0?id=14622&pg=0
marketing challenges facing Warby Parker in the future and what advice would you give the company on how to face them?
In 2010, Neil Blumenthal and David Gilboa had started a company called Warby Parker that sold prescription glasses. It was a successful company that had gone from selling 20,000 eyeglasses to over 100,000 per year. The founders too integrated their mission with a social mission: to increase access to prescription eyewear around the world.
In the beginning, in 2010, the founders had come across problems. Now once again, the founders were prepared for change. Change involved the following factors:
the team size was growing
The company was planning to move from a word-of-mouth marketing strategy to a virtual one that would be more intentional
the company was also planning to increase the company's manufacturing partner base
The question was how they were going to accomplish these changes whilst retaining…
Business Insider Ten Principles Which Spell Continuous Innovation
Brakus, J et al. (2009) Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing. 73,: 52 -- 68,
Kun-Hsi Liao & Ming-Fang Hsieh (2011) Satisfaction and Customer Loyalty on the Leisure Resort Industry The 2 nd International Research Symposium in Service Management
From this perspective, luxury brands may be desired be many consumers, but the more affluent are clearly more readily capable of such acquisitions, making them a natural target for luxury brands marketers.
Although there is a growing body of contemporary knowledge concerning the influence of self-perception and self-image on luxury brand purchases, the study of these issues is certainly not new. In fact, as early as 1899, Thorstein Veblen developed a theory according to which consumers use product prices as a means of ostentatiously displaying their wealth (Veblen 1899). Based on the inextricable relationship between the level of consumers' income and the type of goods and services they may desire, it would be reasonable to posit that highly affluent consumers would be a natural market for luxury brand marketers; however, the choice of luxury brands over other brands is a highly complex decision that take into account a wide range…
Abrams Research (2009, May) 'Luxury brands survey & report.' [online] available:
%E2%80%93-Abrams-Research-%E2%80%93-May-2009 Viewed on 10
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…
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.
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…
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 .
TNT is a multinational company specializing in the express service delivery. The company delivers parcel, document, and mail to its customers domestically and globally. Following the global recession, competitions, and recent development in the electronic message delivery, the company has recorded a decline in the profits delivered to the shareholders in the last few years. This document develops a marketing plan to improve the company sales and boost the revenue. The marketing plan will target Netherlands, the UK, and North America. The marketing plan will also target the emerging countries such as China, India and South America. The brand positioning will be used as promotion strategy where company will use its strong brand to differentiate itself from the competitors. Moreover, TNT will employ 7Ps (Product, Price, Promotion, People, Place, Process and Physical Evidence) as the marketing mix. TNT will use brand technique to differentiate its products in the market and…
Clarity Marketing Ltd., (2005). The marketing mix 7 Ps of the marketing mix…a framework for complete marketing. Clarity Communication.USA.
Douglas, S.P Craig, S.C. & Nijssen, E.J. (1999). International Brand Architecture Development, Drivers and Design. Stern School of Business New York University.
Linda, L.S.P. Wilson, C.C.S. Hee, Y.E.(2008). An in-depth Research on Macro and Micro Factors that may influence TNT Express Marketing Strategy Today.
Onkvisit, S. & Shaw, J.J (2004). International marketing: analysis and strategy.USA. Routledge.
Marketing Will Affect Someone's Life in the Future
How Marketing Will Affect a Person's Life in the Future
The growing reliance on social media as a means to communicate has created a new level of collaboration between customers and the brands they trust. This, along with several of the trends identified and analyzed in this paper, are accelerating in their impact on people globally. Over the next decades and generation, these changes will also serve to redefine the relationships between customers and brands they choose to trust. One of the most significant of all factors that is emerging today and will continue to accelerate is the critical nature of trust. This is a galvanizing thread that runs through all of the trends and observations mentioned throughout this analysis. The net or aggregate effect of all of these factors and trends will be a truer, more accurate and purified form of…
unbranding, which is essentially a strategy used by contemporary companies that have grown to carry some negative stereotypes with their typical branded image. As consumers get more and more cynical of those stereotypes and stigmas, it has been found that some respond better to unbranded marketing strategies, and in the case of Starbucks new locations that do not carry the Starbucks name. To re-invoke the sense of the neighborhood coffee shop and loose the image of the global conglomerate, Starbucks has changed its operational communications in terms of opening up new locations not under the well-known and Starbucks brand. eturning to Seattle, the company's birthplace. Starbucks has begun to launch new locations not under the globally branded name. 15th Avenue Coffee and Tea is one of the first unbranded locations that is aiming to generate its own brand identity and buzz that resembles a smaller mom and pop shop style…
Matos, Cassi G. (2010). The unbranding of brands: Advocating for source disclosure in corporate America. Fordham Intellectual Property, Media, and Entertainment Law Journal, 20(4), 1306-1349.
The ubiquity of online media has prompted the magazine to reduce its rate of print publications to 10 from 12 publications a year, and cut its print subscriptions in favor of digital advertising. This will also allow for greater segmentation, as it can more easily create "digital single topic editions, mobile applications, e-reader products and videos" of specific interest to segments of its core consumer base, and hopefully draw more advertisers who wish to target their publications online (Bell 2009). It can also feature general articles and condensed stories to suit the desire of readers still seeking the Reader's Digest compressed form that tells them 'everything they need to know.' Through the online website, searchers can select what stories interest them the most.
Industry environment (Porter's Five Forces)
Reader's Digest is currently in a medium with very low barriers to entry -- virtually anyone can start a blog about…
Bell, Lauren. (2009). Reader's Digest pulls back print, focuses on digital. DM. (Direct
Marketing). Retrieved October 11, 2009 at http://www.dmnews.com/Readers-Digest-pulls-back-print-focuses-on-digital/article/138808/
Historical Perspectives of the Reader's Digest. (2008). Focusing on Words. Retrieved October
11, 2009 at http://www.wordfocus.com/word-RD-intro.html
Subway estaurants Quality Management -- Using Teams in Production Management
Using Teams in Production and Operations Management
Subway estaurants is a privately-held corporation with estimated annual revenues in the $5B range, operating 45,000 locations throughout 100 countries globally. Subway is a subsidiary of Doctor's Associates, a company founded by Peter Buck and Fred DeLuca in 1965 with a $1,000 investment in a sandwich shop on Long Island, NY (Nawrocki, 2006). Market share varies significantly by country and region of the world, with their largest market share being in the U.S. And throughout North America, with nearly 35% of total available market for quick service restaurants (QS) in this region. Their market share through Europe and the Middle East is small, and growing quickly given the brand identity becoming more universally known The company's production and operations department is responsible for translating the strategic plan into a series of strategies and…
Blair, R.D. (1997). Franchise supply agreements: Quality control or illegal tying? Academy of Marketing Science Journal, 25(2), 177-178.
Field, K. (2009). Foodservice: Focus on food ops. Chain Store Age, 85(5), 126-126,128.
Liddle, A.J. (2007). Food safety, crisis communications tools win chains attention. Nations Restaurant News, 41(45), 28-28.
Luk, P. (2005). A strategic service quality approach using analytic hierarchy process. Managing Service Quality, 15(3), 278-289.
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…
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…
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
This case study presents a strong and nuanced presentation of one European beer brand that appears to have a strong level of self-awareness regarding its image, demographic and how to present itself to the public. One of the issues that Stella Artois appears to need work with is an overall level of brand consistency. Tim Lindsay, president of TBWA, an ad agency in the UK and Ireland, explained the problems that Stella Artois experience -- problems that it largely brought on itself. "Stella built its name on the 'reassuringly expensive' campaign. Unfortunately, it then discounted the product vigorously through both on and off trade, failing to deliver on the brand promise. 'This has led to ubiquity and by becoming a plentiful cheap, strong lager; it unwittingly became 'wifebeater' the beer of choice for angry men in white vests" (brandstrategy, 2008). This is a classic example of just how…
Brandstrategy. (2008). Catch a falling star. Retrieved from October.
Jalleh, G. (2002). Sponsorship: Impact on Brand Awareness. Retrieved from Curtin.edu: http://cbrcc.curtin.edu.au/reports_journal_articles/smq%208%2035-45.pdf
Kotler, P. (2007). Marketing Strategy from the Masters (Collection). Upper Saddle River: Pearson Education.
Pederson, L. (2004). Why is branding so important? Retrieved from Fiba.com: http://www.fiba.com/asp_includes/download.asp?file_id=406