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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.…
Managerial benefits of CS
CS improves brand image
CS increases sales
Effects of CS on customer satisfaction
CS increases the demand of goods and services
CS improves corporate performance
CS affects employees, investors, and customers positively
CS boosts recruitment and worker relations
This paper examines the concept of business ethics and corporate responsibility through the lens of the social contract theory as well as the agency theory. Much of it however is on the social contract theory that holds the opinion that corporations must operate within the society via contract of giving back and caring for their environment. The paper then discusses the benefits associated with corporate social responsibility to a given firm. We look at how in increases efficiency in a given corporation as well the effects of business ethics and social responsibility the company's relationships with employees, investors, and customers. A recommendation and conclusion then follows.…
Barone, M.J., Miyazaki, A.D., & Taylor, K.A. (2000). The influence of cause-related marketing on consumerchoice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), pp.248-62.
Bowen, H (1953) Social responsibilities of the Businessman (Harper, New York)
Brammer, S. & Millington, A. 2008. Does it pay to be different? An analysis of the relationship between corporate social and financial performance. Strategic Management
Journal, 29(12): 1325-1343.
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…
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
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 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…
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.
(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.
Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle
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
Kotler, P. & Keller, K. (2006). Marketing Management (12th Ed.). Upper Saddle
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
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.
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.
Individuals, male and female, families, middle- to high income, businesses, and professionals
First-time buyers, repeat buyers, seeking functional benefits, with family needs, seeking social status benefits, seeking quality cars, seeking off-road capabilities.
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…
' 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…
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.
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…
Pooch Pantry- Unit IV - Brand Elements, Positioning and Strategic Group
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…
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
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),
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…
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
The use of the cowboy as the main symbol of the brand responded to the needs that people had at those times. It was a figure who stood for authenticity.
In addition, its complexity derived from the fact that being nonetheless a "real" person, older, wrinkled, it had style and class. In addition, it was a character who took complete control of the things in his life and this was appealing for everyone. People wanted to be like the cowboy. Strong and free. It was a long way from the may feel that the Marlboro cigarettes started out with.
The example that has been analyzed in this paper demonstrates how powerful image can be. The Marlboro cigarettes themselves have surely underwent a process of technological development regarding filters, the quantity of nicotine they include, their chemical composition, etc. ut these changes were insignificant compared to the changes that the brand…
Gobe, Marc. Emotional branding, the new paradigm for connecting brands to people. Allworth press. 2001
Kluger, Richard. Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris. New York: Alfred A. Knopf, 1996.
Pricken, Mario. Creative advertising. Thames & Hudson. 2008.
Ogilvy, David. Ogilvy on advertising. Vintage, 1985
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…
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
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.
Market esearch Executive Board (2005) - Overview of Brand Equity
Measurement Approaches. Market esearch Executive Board. September, 2005.…
Market Research Executive Board (2005) - Overview of Brand Equity
Measurement Approaches. Market Research Executive Board. September, 2005.
Washington, DC. September, 2005.
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…
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.
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
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.
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…
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;
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
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.
"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.
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.
Fictional Company and Branding
Effective branding means that a company is able to extend a consistent, compelling and effective image and vibe over to the entire firm and along its products. Sometimes the branding of a product will be identical to the exact branding of the entire company: sometimes a company will need to select and develop distinctive branding for all of its products. The best course of action really does depend on the product that needs to be sold.
Consider the following situation: Procter and Gamble has a particular stream-lined image of professionalism, perfection, science and cutting edge research behind their brand name. However, they still represent a range of many different kinds of brands, all of which have their own unique look, objective and ability. For example, Procter and Gamble is has both Head and Shoulders along with Dolce Gabbana as products and brands that they represent and…
Stine, G. (n.d.). The Nine Principles of Branding. Retrieved from Polaris-inc.com: http://www.polaris-inc.com/assets/pdfs/9_principles_of_branding.pdf
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 business is also becoming one of the leading companies and a well-known case study of the fair trade principles within the market. The business is also creating a noble image within the target market through its efforts of creating awareness for paying the fair price to its coca producers. The image created by the business is significantly affecting its brand image as an ethical brand. The research of Britain (2007) is also evident of the findings presented above.
USA consumer attitudes:
According to Ma (2007) the consumers in United States are also familiar with the fair trade attitudes and principles. The young consumers are highly likely to purchase products that are manufactured by the businesses incorporating fair trade principles. The consumers of young age group prefer to value the contributions of manufacturers towards fair trade principles (Gropel, 2012). The graduates and educated high income group is also tilted towards…
Britain, G 2007, Fair trade and development: seventh report of session 2006-07, Vol. 2: Oral and written evidence (Vol. 356), Stationery Office, United Kingdom.
Clarke, N, Barnett, C, Cloke, P & Malpass, a 2007, the political rationalities of fair-trade consumption in the United Kingdom, Politics & Society, Vol. 35, No. 4, pp. 583-607.
De Pelsmacker, P, Driesen, L & Rayp, G 2005, Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffe, Journal of consumer affairs, vol. 39, No. 2, pp. 363-385.
DeCarlo, J 2011, Fair trade and how it works, the Rosen Publishing Group.
he brand Excels at delivering the benefits customers truly desire
he ability of Ford Motor Company to integrate the Range Rover brand into its broader branding strategies has forced the company to concentrate on the unique legacy of off-road reliability while looking to capitalize on the upscale image of the New Discovery, an upscale family SUV launched in 2002 by Ford after the acquisition. he benefits of safety and stability for the families purchasing the vehicle are well defined, as are the ruggedized frame for the off-road enthusiasts. he brands' management in Ford however is starting to embrace a more upscale image through movie placement (Ford Press Release 2002) in the move "Die Another Day" in addition to the use of event-based marketing to increase the appeal among higher-end SUV and luxury car owners (Land Rover. 2002).
he brand stays relevant
he brand overall has successfully stayed relevant through the…
The initial pricing strategies for the Range Rover were set to appeal to off-roaders and families looking for a suburban SUV. As a result of those branding and marketing strategies, the pricing was relatively low for the upscale market. With the inclusion of more features and a gem-like grill and interior features (Solman 2005) the brand and the image of the SUVs are becoming increasingly seen as comparable in value to the higher-end SUVs on the market, in their competitive arena.
The brand is properly positioned
According to this attribute from the scorecard developed by Keller (2000), there is a single, strong message of the brand communicated. On this point, Range Rover struggles as it has a dual message of both being off-road, suburban and also upscale. The dominant two messages of off-road and upscale often lead to the suburban message being lost however. On this attribute, Range Rover is not performing
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.
The stories that resonate most with the target audience are ones that feature young, upwardly mobile men and women in the 30s attaining their health, social and professional goals by staying fit and enjoying their friends. These are fundamental needs in the target market from a psychographic standpoint, as is the need to be responsible about the environment while being egalitarian as well (Peattie, Crane, 2005).
The messaging needs to center on these core concepts of health, belongingness and friendship, and egalitarianism including being environmentally responsible when purchasing groceries and consumer packaged goods. The messaging will center on a day-in-the-life choices these consumers make to preserve the planet and achieve a healthier lifestyle for themselves as well. Implicit in this messaging is the need for bringing out the leadership Australian grocery and packaged goods providers have shown with regard to nutrient profiling (Bryans, 2009) and the positioning of Woolworth as…
Bernoff, J., and C. Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3, (April 1): 36-42.
Bryans, J.. 2009. Nutrient profiling: consumer friend or foe? Australian Journal of Dairy Technology 64, no. 1, (February 1): 142-147.
Chen, S.. 2010. Transaction cost implication of private branding and empirical evidence. Strategic Management Journal 31, no. 4, (April 1): 371.
David Corkindale, and Marcus Belder. 2009. Corporate brand reputation and the adoption of innovations. The Journal of Product and Brand Management 18, no. 4, (June 10): 242-250.
" (Sinha and atra, 1999)
Sinha and atra state that "most researchers now content that a generalized price -- quality relationship does not exist" although the "degree to which a higher price implies higher quality" has been examined and as well has been the "topic of considerable research in marketing." (1999) Therefore for the purpose of this study this antecedent relating to price consciousness will not be a variable in understanding the questions posed in this study.
Sirha and atra (1999) state that this inference "is widely accepted as being context-specific, moderated by situational characteristic such as the extensiveness of a consumer's cognitive schemes and his/her product class knowledge" and cite the work of Peterson and Wilson (1985). Therefore, it can be understood that while the consumer might believe that a higher price being paid obtains the same equal receipt of quality in some categorical purchases but yet not in…
Aiken, Leona and Stephen West (1991), Multiple Regression: Testing and Interpreting Interactions. London: Sage Publications.
Ailawadi, Kusum and Bari Harlam (2004), "An Empirical Analysis of the Determinants of Retail Margins: The Role of Store Brand Share," Journal of Marketing, 68 (January), 147 -- 66.
Ailawadi, Kusum and Kevin Keller (2004), "Understanding Retail Branding: Conceptual Insights and Research Priorities," Journal of Ailawadi, Kusum L., Pauwels, Koen and Steenkamp, Jan-Benedict E.M. (2008) Private Label Use and Store Loyalty. Journal of Marketing Vol. 72 (November 2008), 19 -- 30. 2008 American Marketing Association.
Ailawadi, Kusum, and Scott Neslin, and Karen Gedenk (2001), "Pursuing the Value Conscious Consumer: Store Brands vs. National Brand Promotions," Journal of Marketing, 65 (January), 71 -- 89.
Such a program would not only boost consumer confidence: if drivers did not have any problems after the repairs, this would also repair the public's trust in the Toyota brand.
Concern 2: Mistrust of flagship electric car model the Prius
Perhaps even more damaging have been the problems with Toyota's flagship electric car model, the Prius. The Prius has also been accused of unstoppable, unintended acceleration. Toyota had become synonymous with eco-friendly cars. Damaging the reputation for the safety of electric cars not only hurts Toyota's short-term profits; it also impacts the likelihood of consumers to buy electric cars in general. This shift would be particularly damaging to Toyota, given it has invested so much of its brand image and research and development capital in the success of the Prius.
As well as improving the safety features on new models and repairing old models, Toyota must undertake a…
Bunkley, Nick. (2010, April 9). Regulators may pursue more fines against Toyota. The New
York Times. Retrieved April 10, 2010
Healey, James. (2010, January 28). Toyota expands floor mat recall; supplier redesigns pedal.
The product is promoted for anyone who spends a lot of time indoors with crowds, and this means it is marketed especially for use in airports, planes, trains, and similar venues. As the promotional material states, "Crowded environments like Airplanes, Offices, and Schools are spawning grounds for germs that cause colds and sickness! Take at the first sign of a cold symptom or before entering crowded environments!" (Airborne, 2005, para. 1).
In reporting on the primary users of the product, Knight-McDowell indicates much about its target market:
Frequent flyers, business people, teachers, vacationers, working actors, professional and amateur athletes, flight attendants, hospital workers, Hollywood celebrities, people working in closed ventilation systems, commuters, students, restaurant & theater goers, and ANYONE for whom good health is a top priority (Airborne, 2005, Who uses Airborne?).
This product was developed by a school teacher, not a scientist, and was first sold in 1997. The…
Airborne Effervescent health Formula (2005). Knight-McDowell Labs, retrieved June 7, 2008 at http://www.airbornehealth.com/ .
Balmer, J.M.T. & Wilson, a. (1998). Corporate Identity: There Is More to it Than Meets the Eye. International Studies of Management & Organization, Volume 28, Issue 3. Retrieved June 7, 2008 at http://www.questia.com/read/5001400481?title=Corporate%20Identity%3a%20There%20Is%20More%20to%20It%20Than%20Meets%20the%20Eye.
Konrad, R. (2003). Out with the cold. Dailynews.com, retrieved June 7, 2008 at
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.
Pacific Brands Limited
The Burst Bubble
Background Information and Industry Overview
Effects of the Global Recession
Balance Sheet Movements
In a perfect marketplace, such as the one championed by the proponents of the efficient market hypothesis, assets would be automatically priced correctly by the magic of the market place. However, in the real world, corporate assets often are overvalued or undervalued based on speculative pressure or possibly asymmetric information. The global recession caused havoc with its extensive intrusiveness into a plethora of unrelated industries. The common denominator that plagued seemingly unrelated industries is that consumer confidence fell through the floor.
Pacific Brands Limited was by not immune by any measure to the pressures placed upon them by the faltering market. In fact, it was quite the opposite. Since Pacific Brands claimed a holding that included an enormous amount of value in regards to its intangible assets it was more exposed…
Aegis Equities Research Pty Limited. "InvestSMART." Pacific Brands Limited (PBG). May 11, 2011. http://www.investsmart.com.au/shares/asx/Pacific-Brands-PBG.asp (accessed May 15, 2011).
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Martin, P. "Sack the CEO. And restart manufacturing." Peter Martin. March 2, 2009. http://www.petermartin.com.au/2009/03/sack-ceo-and-restart-manufacturing.html (accessed May 15, 2011).
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…
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…
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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.
CPM (Asia) exam week. 1. Brand Audit case branding strategies 2. Complete Marketing Audit case 3. Customer Relationship Marketing.
Brand audit and branding strategies
BloomerHang is a customizable hanger that advertisers can use to promote their products. BloomerHang enables organizations to purchase additional advertising revenue by incorporating the hanger in some fashion into the presentation of their product, either in the form of a gym locker hanger or a dry cleaner's hanger. The product is customizable and can be tailored to the demographics which the company serves. It is a product with a wide potential applicability in both product and service-oriented industries. By advertising itself as recyclable as well as useful to vendors, bloomerHang also strives to cultivate a 'green' image. It is simultaneously serviceable yet can keep up with current trends, such as the need to be sustainable.
Marketing audit (SWOT)
In terms of its strengths bloomerHang is…
Product Management and SWOT Analysis
In her 1998 article titled, Consumers and Their Brands: Developing elationship Theory in Consumer esearch, Susan Fournier demonstrates that consumers commit themselves to a particular brand because a purposive, consumer-brand relationship exists between them and the brand. This consumer-brand relationship, the author posits, is maintained as long as the brand's characteristics align with the customer's living experiences. Towards this end, the author expresses that there exists a strong, direct relationship between emotions and brand loyalty. Positive emotions lead consumers to maintain their purchase behavior and even recommend their preferred brand to others; whereas negative emotions produce the opposite effect. This text uses Fournier's (1998) perspective to evaluate the effectiveness of the product management, positioning, and branding strategies of Apple and Philips.
Branding and Positioning Strategies
The Apple brand has evolved, expanding its range of products over the years, to compete in some of today's…
Apple Inc. (2014). Apple Info. Apple Inc. Retrieved 2 September 2014 from http://www.apple.com/about/
Business Case Studies. (2014). Brand Repositioning and Communications: A Philips Case Study. Business Case Studies. Retrieved 2 September 2014 from http://businesscasestudies.co.uk/philips/brand-repositioning-and-communications/research.html#axzz3F4Fmdr54
Clark, D. (2011). Reinventing your Personal Brand. Harvard Business Review. 89(5), 78-81.
Deshpande, R. (2010). Why You Aren't Buying Venezuelan Chocolate. Harvard Business Review 88 (12), 25-27.
Zara and Zara Homes
Brands of Inditex
Brand Portfolio of Inditex as Per 2006
Trade Policies of Saudi Arabia
Causative Agents of the Problem
Nature of Saudi Market
Target Market Of Zara And Zara Homes In Saudi Arabia
Women And Fashion Industry Of Saudi Arabia
Saudi Flavor Of Fashion And European Approach
Alternative Approach To Invade Saudi Market Profitably
Implementation Of Alternative
Implications Of The Alternative
Zara and Zara Homes
The internationalization is a process whereby an organization extends its business activities and transactions across the border of its national origination to enhance its brand image and corporate standing. Owing to the importance of this phenomena Zara and Zara Homes have also adapted to the international environment to enhance the profitability by entering and invading new markets to sell the fashion apparels. The internationalization process of the Zara and Zara Homes is organized by an extremely…
Cisco started out as a business to business (B2B) firm, with the company growing despite a relativity low level of attention on branding. However, as the firm expanding and entered in to the consumer markets (B2C) branding appears to have become increasingly important.
The purpose of branding is perceived as creating value by developing a cluster of functional and emotions associated with a firm's product(s) that will support the intention to purchase among the target market (Leek & Christodoulides, 2011). The differences often seen on B2GB and B2C branding reflect the perceived differences in the way the buying decisions are made. Marketers believe that B2B purchasers decisions are based on a more logical perspective compared to B2C markets (Gomes, Fernandes, & Branddao, 2016). Therefore, branding for B2B firms is based on maximizing the characteristics that are believed will support sales; creating an image of functionality and the ability for the…
Bagozzi, R. P., Belanche, D., Casalo, L. V, & Flavian, C. (2016). The Role of Anticipated Emotions in Purchase Intentions. Psychology & Marketing, 33(8), 629-645.
Goldsmith, R. E., & Flynn, L. R. (2015). Brand Engagement and Consumer Innovativeness. Journal Od Applied Marketing Theory, 6(1), 44-53.
Gomes, M., Fernandes, T., & Branddao, A. (2016). Determinants of brand relevance in a B2B service purchasing context. Journal of Business & Industrial Marketing, 31(2), 193-204.
Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(6), 830-837.
Supply Analysis of Lululemon
Porter's Five Forces Analysis of Lululemon
PESTLE Analysis of Lululemo
Analysis of Marketing Strategy of Lululemon
Analysis of Company Management
Lululemon Athletica Inc. which was founded in 1998 in the city of Vancouver by Chip Wilson is a specialist in the design and production of high-end technical clothing for athletes and yoga clothing.
While operating primarily in the continents of North America and Australia, the company initially targeted the educated woman who strives to live an active and a healthy life as their primary customers. The first store of the company was opened up in November of 2000 and it was aimed by the company to also function as a social and community hub allowing people to come together and learn and discuss issues related to physical aspects as well as the mental aspects for…
Blais, Steven. Business Analysis. Hoboken, N.J.: Wiley, 2012. Print.
Cadle, James et al. Business Analysis. Swindon: BCS Learning & Development Limited, 2014. Print.
http://www.lululemon.com ,. "Manufacturing." N.p., 2016. Web. 11 Feb. 2016.
Investor.lululemon.com,. "Lululemon Athletica, Inc. - Annual Report." N.p., 2016. Web. 11 Feb. 2016.
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.
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…
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
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:
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…
One viewer simply sees an outstretched hand holding an orange. A true connoisseur of imagery looks deeper, in search of the underlying message. Seeking clarity and understanding of what the creator is attempting to do. That is what separates the people that walk through life excepting what others tell them without curiosity of what meanings really exist. And the person who can visualize the unwritten and often unspoken message displayed in a single image. It has been difficult to try to master the art of looking deeply into an image and deciding what it is really trying to say to you. The viewer looks at the image with fascination, almost all of a sudden either becoming hungry or thirsty. The thought of a thirst or hunger fulfilling orange is now in the viewers mind. Next is where to get this need/want. The viewer's eyes begin to scan the image for…
Berger, John. Ways of Seeing. n.p.: N.P., 1972
His horse and himself seem to be one person as there is a line running from the horse to the man. he horse's ears are alert and the man's holding of his head is in an alert position as well. Both are ready to take on something but they are not going to jump the gun on whatever it is. hey are both confident enough in themselves that they will wait for the right time to take action.
he third image is of a woman standing in high heels and a fur wrap on her arm. he car is sporty and sexy in an 1950 skind of style. he woman is sexy and stylish and she has her hand draped on the car as if it is just another luxurious possession she has comet own -- like her fur.
he woman looks confidently at the camera. She is confident, yet…
The third image is of a woman standing in high heels and a fur wrap on her arm. The car is sporty and sexy in an 1950 skind of style. The woman is sexy and stylish and she has her hand draped on the car as if it is just another luxurious possession she has comet own -- like her fur.
The woman looks confidently at the camera. She is confident, yet she is also a bit aggressive. Her eyebrows are lifted and she seems to be wary about what may happen next. Perhaps if she took her eyes off of you, you'd do something that she doesn't like. Perhaps that is her boyfriend, fiancee, or husband taking the picture and she is less than thrilled to be taking a road trip. She seems to be out in the middle of nowhere wearing heals and a nice outfit and yet she seems to be a bit annoyed with where she is.
The car is beautiful and the fin in the forefront of the picture nearly matches the height of the woman, so the juxtaposition of images -- fin and woman -- create a very nice composition for the image. The photo is refined and well placed. The advertisement line says, "The magic touch of tomorrow!" The line for this advertisement seems strange as there is nothing magical or mystical about the car or the woman. She looks a bit like she is hiding some kind of secret -- but, other than that, she seems more bored with what is going on around her.
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
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…
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.
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
Perceptions of sustainability improved slightly in the experimental group, however this change was not significant and the null hypothesis is not rejected (p=.32). The flag exposure did not improve perceptions of sustainability to a noteworthy degree.
Once more, there was statistically significant change -- and once more, it was so significant that the null hypothesis would be almost certainly rejected (p-value is effectively 0) -- but that this change was again in the wrong direction. Flag perception (or possibly the confounding variable of healthy eating desires, though that seems far less likely for this item) is correlated with a significant decrease in perceptions of traditionality, not an increase as predicted in the alternative hypothesis. The null hypothesis remains in place, therefore.
With one confounding variable between the groups, the examination of the given experimental variable (i.e. The inclusion of the flag on the product image) and its…
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
randing Affects the uying Decision
"How Does randing Affect Consumer Purchasing?." Using this research question, analyze the strengths and weaknesses of each research method (qualitative and quantitative) within the scope of the proposed dissertation topic. Identify which method you will select (or state whether you will use a mixed methodology) and explain the reasons for your choice.
DA Qs 1 Answer
The marketing guru Philip Kotler perceives branding as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." It has also been adopted by the American Marketing Association. Michael Dunn, President and CEO, of Prophet, a strategic professional services firm in San Francisco, states that branding is just a defensive tool against market competition; but acts as "insulation against deteriorating economic conditions."
The essence of a brand is the base upon which the prosperity of the…
Dash, M. a. (2010). Marketing Research An Applied Orientation.
Ormrod., P.D. (2010). Practical Research: Planning and Design, Eighth Edition. Pearson Prentice Hall.
Scroggins Westey A.'*, R.E. (2010). Research Challenges in Cross-cultural International Business: The Issue of Cross Cultural Construct Equivalency. Advances in Management .
SONIA WESCHE*, N.T. (2010). Challenges and Opportunities in Cross Cultural Geographic Inquiry. Journal of Geography in Higher Education, 59-75.
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/
Marketing esearch: Products and Brands
In previous years, Apple Inc. has progressed from being an abstract participant in the computer market to a major player in the technology market. Through courageous advancement, they have developed items that have totally changed the technology market. As a result, their brand recognition has increased significantly, and they have added remarkably to their legion of dedicated supporters. The Apple Company is about design, their electronic items are fashionable, their advertising is trendy, their hardware and software are stylish, and like all factors fashionable, there is a substantial price tag. However, like all other factors of fashion, consumers are unpredictable and their tastes frequently change with the next big technology improvement. In addition, Apple company still dominates over every aspect of their item lines, this in previous times turned out to be a mistake that directed them to a specialized niche in the PC market.…
Bradley, T. (2013). Android Dominates Market Share, But Apple Makes all the Money. Forbes. Retrieved from: http://www.forbes.com/sites/tonybradley/2013/11/15/android-dominates-market-share-but-apple-makes-all-the-money/
Deidu, H. (2012). The Value of the OS X Monopoly. Asymco. Retrieved from: http://www.asymco.com/2012/02/28/the-value-of-the-os-x-monopoly/
Linzmayer, O. (2004). Apple Confidential 2.0. San Francisco, CA: No Starch Press
Satell, G. (2013). Why Apple's Future is Uncertain. Forbes. Retrieved from: http://www.forbes.com/sites/gregsatell/2013/04/24/why-apples-future-is-uncertain/
The branding of Kazakhstan as a tourist destination 'Branding' is a critical component of selling any product or service and this is no less true in regards to marketing a tourist destination than it is of a container of soap or a car rental company. When marketing to tourists, it is essential to convey a brand's unique value to likely purchasers. "For destinations, effective differentiation is critical given the increasingly competitive nature of tourism markets, where many places offering similar features are becoming substitutable" (Pike 2009: 857). In the case of Kazakhstan, one would be marketing a country which has not traditionally been a destination of choice for many tourists. However, exoticism can also have a certain appeal for a certain 'type' of tourist. A former republic of the U.S.S.., Kazakhstan is now mainly known for its rich oil and gas resources but it is striving to…
Kazakhstan travel information. (2013). Visit Kazakhstan. Retrieved from:
Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations.
Tourism Management, 30 (2009) 857 -- 866
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
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.
usiness Marketing brand manager was quoted as saying, "You may think you define your relevant market." Comment.
rand management, as a recognized organizational objective, is attributed to Neil McElroy in 1931, who was then a junior marketing manager assigned to advertising Camay soap, and who later become Procter & Gamble's CEO. The intended purpose of brand management was to solve sales problems through the use of research to understand weakening sales in distinct markets, followed by the design and implementation of strategies to turn around these markets. Strategies used many marketing tools including advertising, pricing, promotion, packaging and displays (Aaker & Joachimsthaler, 2000). This desired objective of brand management has remained the primary role of brand managers since McElroy explicitly stated his intent in 1931. However organizations in general, and brand managers in particular, need to be aware that forces other than the strategies of brand managers will affect brands,…
Aaker, David and Erich Joachimsthaler. Brand Leadership. Brandweek. Feb. 21, 2000; 41, 8; pages 30-38.
Customer Vs. Brand Management. Brandweek. Nov. 2, 1998; 39, 41; pages 32-33.
Beckman, M. Dale, David Kurtz and Louis Boone. Foundations of Marketing. Toronto; Harcourt Brace & Company Canada, Ltd.; 1997.
However, some of these may be former employees, a group that has been demonstrated to be among the strongest of candidates (Zottoli & anous, 2000).
The second recruiting source recommended is the internal job board. ellpoint has a large staff from which to find a suitable candidate. The candidate will be familiar with the company and clearly seeking to build a career within the company. The employer brand will not need to be sold to internal candidates. Although the internal candidates will be the strongest, the talent pool is again limited through this recruiting source.
The third recruiting source should be an executive search firm. Although expensive, these firms can be useful for screening candidates. The recruiting message can still be controlled and the field broadened. The downside to the use of executive search firms, I addition to their cost, is that ellpoint would lose some control over its employer…
Moroko, L. & Uncles, M. (2009). Employer branding. MIT Sloan Management Review. Retrieved December 12, 2009 from http://sloanreview.mit.edu/business-insight/articles/2009/1/5118/employer-branding/
Wellpoint.com and Careersatwellpoint.com websites, various pages. (2009). Retrieved December 12, 2009 from http://www.careersatwellpoint.com/JobSearchResults.aspx
Minchington, B. & Estis, R. (2009). 6 steps to an employer brand strategy. ERE.net. Retrieved December 12, 2009 from http://www.ere.net/2009/05/18/6-steps-to-an-employer-brand-strategy/
Zottoli, M. & Wanous, J. (2000). Recruitment source research: Current status and future directions. Human Resources Management Review. Vol. 10, 4, 353-382.
Halo Effect an organization brand extended areas? hy ? hat risks affecting venture possibly tarnishing halo extended? Can situation a the Halo Effect resulted from iPod sales
The contemporary international business environment holds a series of strategies that companies use with the purpose of restructuring their operations and in order to gain recognition from the general public. The Halo Effect is presently used around the world by many corporations that are interested in improving their image. Marketing directors from these companies took advantage of the fact that the masses can be easily persuaded in appreciating a certain brand as a result of particular products that it sells and used these respective products with the purpose of boosting the companies' image. Apple is currently recognized as one of the largest producers of it-related products and one of the principal reasons for which it is appreciated by the general public is the…
Beverland, Michael B. And Farrelly, Francis J. "What Does It Mean to Be Design-led?," Design Management Review Fall 2007
Mathieson, Rick The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (New York: AMACOM, 2010)
Platt, Gordon; Hawser, Anita; Neville, Laurence and Bamrud, Joachim "The World's Best Companies 2005," Global Finance Nov. 2005
"E-Biz: iPod's Halo Effect Boosts Apple," The Birmingham Post (England) 27 Sept. 2005: 22