Brand Image Essays (Examples)

Executive Summary

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

Managerial benefits of CS

CS improves brand image

CS increases sales

CS increases

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.…

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…

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…

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

orks Cited

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

River: Prentice-Hall.

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

Brand Extension

The disadvantages of employing brand extension strategy

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

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

Market Segments

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

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

Geographic characteristics

Behavioral characteristics

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

Psychographic characteristics

Enthusiastic about cars

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

' 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.

Product Offering

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

Marketing

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

Brand Elements

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

Branding, And Branding Management

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

Background: Evolution of Branding

Past

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

Branding

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

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

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…

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…

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

Brand epositioning

Consumer Product

BAND EPOSITIONING OF HALLMAK GEETING CADS

epositioning in the Target Market

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

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

ibliography

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

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

ibliography

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

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…

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…

Loyalty'

"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:

Dunkin Donuts

Facebook

Cheeios

Apple computes

Sam Adams

The Yankees

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…

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…

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…

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…

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…

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…

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…

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…

" (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…

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

Concern 2: Mistrust of flagship electric car model the Prius

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

esolution 2

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

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…

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.…

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…

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

Objectives:

he proposed study has three objectives as follows:

1.2.1

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

1.2.2.

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

1.2.3.

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

1.3

Statement of Study Problem.

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

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…

CPM (Asia) exam week. 1. Brand Audit case branding strategies 2. Complete Marketing Audit case 3. Customer Relationship Marketing.

bloomerHang

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

Apple

The Apple brand has evolved, expanding its range of products over the years, to compete in some of today's…

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

Reserved Approach

Target Market Of Zara And Zara Homes In Saudi Arabia

Women And Fashion Industry Of Saudi Arabia

Theocratic Approach

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…

Lululemon

Supply Analysis of Lululemon

Porter's Five Forces Analysis of Lululemon

ival Companies

PESTLE Analysis of Lululemo

Core Competencies

Analysis of Marketing Strategy of Lululemon

Analysis of Company Management

isk Factors

Financial Analysis

Company History

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

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

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

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

eferences:

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

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

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

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…

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…

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…

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…

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…

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

Introduction

rand effect is the ability…

Sustainability

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.

Traditionality

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.

Conclusion

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…

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…

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…

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.…

Kazakhstan

Exotic tourism:

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

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…

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…

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,…

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…

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…