randing and Communication
There has been significant criticism leveled against the branding practices of companies, and most particularly those of multinationals, which have been raised. Drawing on the academic literature this work will identify the primary arguments used in these critiques and will critically examine those arguments and discuss their implications for branding in the age of globalization. This study will further answer the question of how branding has changed under the influence of such criticism and how.
The work entitled "Is Marketing Ethical? Is Marketing Socially Responsible? What is the Philosophy of Marketing? Caveat Emptor!" poses the question as to whether marketing is ethical…socially responsible and additionally asks the question of what is the philosophy of marketing? The function and practice of marketing is stated to have been criticized because it is claimed that it "deliberately creates partial truths about products and services and exploits the fears and weaknesses…… [Read More]
A new entrant in the financial services industry will want to have a strong brand. In this industry, branding is absolutely critical for several reasons. First, many of the firms that are currently in that market have brands that go back 100 years or more and are essentially household names. It can be difficult to counter that brand power. Second, financial services businesses need to engender trust in their market. When people are putting their money with a company, they need to have complete faith in that company's ability to safeguard their money. Thus, trust is very important to the financial services industry. Brands help to convey trust, which is in part why the biggest financial institutions tend to be well over a hundred years old. Longevity and history play a strong role in fostering trust. This paper will explore the role that branding will play at a startup…… [Read More]
Barbie is a well-known style doll brought to existence by the U.S. toy-company called Mattel, Inc. And was started in 1959. The brainchild behind Barbie is uth Handler who happened to be American businesswoman. She has been recognized for coming up with the doll through an inspiration of a German doll known as Bild Lilli. Barbie has turned out to be the figurehead of a brand of Mattel dolls as well as accessories, together with other family members and collectible dolls. Barbie presence has been felt in America as well as other neighboring countries and this made it significant component of the toy style doll market for a period of not less than fifty years. It has also been the topic of several disagreement as well as court cases, repeatedly concerning distortion of the doll as well as its lifestyle.
Purpose and Category
A good number…… [Read More]
Branding and Positioning
Cross examination of branded watches in the market
The world population is anticipated to grow at an alarming rate of 1.2% which will translate into 700 million customers from the upcoming markets and third world countries (Buchanan, 2007). The global population grossed seven billion in 2011 (Kunzig, 2011). This global population growth will surely drive the industries and their products. With this surging population growth in third world countries and new markets, the watchmakers are full of new prospects and opportunities. The competition will heat up in such markets as the watchmakers will be flogging to take charge of newer markets with their technologies.
The brand bonanza is a huge step forward in this worldwide watch market which entails all of the luxury brands and companies existing in the industry. The luxury markets are cut throat in terms of price wars because the niche markets are multiple…… [Read More]
randing in Service Markets
Amp Aim And Objectives
Themes for AMP
Characteristics Composing randing Concept
S-D Logic and Service Markets
randing Challenges in Service Markets
Considerations for Effective Service randing
Categories and Themes
randing Theory Evolution
S-D Logic and Service Markets
randing Challenges in Service Markets
Considerations for Effective Service randing
randing Concept Characteristics
Characteristics Composing randing Concept
Sampling of Studies Reviewed
Evolution of randing Theory
Evolution of Marketing
rand Identity, Position & Image
Just as marketing increasingly influences most aspects of the consumer's lives, brands and branding have become significant components in the contemporary progressive marketplace. Organizations like WTO as well as many organizations regularly utilize branding marketing and management practices. In turn, branding has become critical to structuring commercial and economic activities throughout the world. Organizations need to augment the understanding not only of branding in service markets but also service-dominant (S-D). rands and…… [Read More]
randing in the global marketplace
"rands should be viewed as markers in a global system of symbolic differences" (Cayla, 2008, p. 106). Julien Cayla and Eric. J. Arnould assert in their Abstract that scholars in the field of international marketing need to "revise some key premises and foundations" and think more along the lines of the being "culturally relative" and "contextually sensitive" when approaching global branding (Cayla, et al., 2008, p. 86). The Nike and Coca-Cola logos are "brand symbols that trigger myriad responses," Cayla explains, and when it comes to protests against globalization demonstrators use the Nike logo, the McDonald's logo (and Coca-Cola too) as "symbols of corporate excess" (p. 86). Obviously, to a demonstrator from Asia, the Nike logo brings to mind America, the culture of the West, and if that demonstrator has built up a hate for the U.S. interference in Iraq, for instance, any culturally identifiable…… [Read More]
One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand.
Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded.
First, single brand identity means attaching a separate brand to each product; Procter & Gamble do this very effectively with their various brands of clothes detergents (Tide, Cheer, Bold).
Second, the umbrella branding strategy brings all the similar products under the same brand. Sony, a classic example of umbrella branding, offering a veritable plethora of products as "Sony" products.
Third, the family of names strategy entails using a common name root, or stem, to market a company's products; Nestle is a perfect example of family of names strategy (Nescafe, Nesquik, and Nestea…… [Read More]
hen Fournier discusses having a relationship with a brand, she means that sometimes consumers develop an attachment to a brand, rather than the product. The brand starts to have importance that goes beyond the product's functionality. The implication of brand relationship is not that of a two-way street; it is an imperfect metaphor.
The category being discussed is auto repair. One company is Midas and another might be the dealership where the car was purchased. I do not believe that consumers have relationships with these brands. In most cases, the relationship with the mechanic is more pragmatic -- the mechanic has value because of its ability to fix the car. The brand itself I believe is relatively irrelevant in this category. There may be a relationship with the specific outlet of a given chain, either on account of the personal relationships or on account of the functionality of the…… [Read More]
Branding in Tourism
The travel, tourism and hospitality industry is a constant challenge for the field of marketing. Because the competition is so strong throughout, it is hard for a company to build a base and maintain its market share. With so many leisure time choices available, customers are free to use their leisure dollars on many pursuits. This makes the market very difficult for those involved. An added difficulty is establishing a brand, and particularly a brand image, that survives disgruntled customers, and becomes better because of those very customers. One company involved in establishing a consistent brand image in this industry is the oyal Caribbean Cruise Line. If an individual wants to spend vacation time on a cruise, they have many choices, and oyal Caribbean has had to develop and maintain an image that makes it the carrier of choice. It has done this effectively through many traditional…… [Read More]
Branding is the single most important aspect of any marketing strategy. The purpose of the proposed research is to determine the ways in which branding strategies can be utilized to alter consumer behavior to the benefit of retail outlets. etail businesses need to understand the factors so that their branding strategies are developed in a way that contributes positively to profitability. The proposed research aims to provide the necessary tools to assist retailers in implementing the appropriate brand strategy. The research design will be a combination of both qualitative and quantitative methods. The qualitative aspect of the research will involve a review of the literature currently existing on the topic of branding's influence on consumer decisions. The quantitative aspect of the proposed research will involve 25 participants who will complete a 15 part questionnaire that utilizes the Likert scale. The research design will allow the researcher to gauge the actions…… [Read More]
People use windows products because they have to, not because they truly absolutely want to (how many people have you ever heard say, "Man windows is the best operating system EVER"? but, does EVERYONE in the world know windows? Yes, does nearly every computer user in the world use Windows? Yes, they do. So, what happened with the Zune?
Brand didn't work, simple as that. First, Microsoft isn't a "cool" company (Creamer & Cuneo, 2008). Apple simply is. here are innumerable articles written every year about the cool-factor that Apple enjoys - it's the creative, exciting, bad-boy on the block that everyone wants to date or be like. Microsoft is the dysfunctional, but extremely massive, family down the street who intimidates people on the block into using their products rather than enticing them - and brutality often wins over quality to the detriment of everyone (Barron, 2003). he Zune, then,…… [Read More]
Despite the criticisms, however, it remains a fact that CBS has been successful in putting the brand out in the market, making the audiences notice it through its programming, and managed to internationalize most of its programs and therefore crystallized its foothold as a global / international brand.
CBS Official Website. Available at: www.cbs.com
CBS Corporation Official Website. Available at: www.cbscorporation.com
Chang, B. And S. Chan-Olmsted. (2010). "Success factors of cable network brand extension: Focusing on the parent network, composition, fit, consumer characteristics, and viewing habits." Journal of Broadcasting & Electronic Media, Vol. 54, No. 4.
Hindman, D. And K. Wiegand. (2008). "The Big Three's Prime-Time Decline: A technological and social context." Journal of Broadcasting & Electronic Media, Vol. 52, No. 1.
Hutchinson, K. (2007). "Internationalization motives and facilitating factors: Qualitative evidence from smaller specialist retailers." Journal of International Marketing, Vol. 15, No. 3.
"Ownership chart: the Big Six."…… [Read More]
What will make them want to purchase what the company is offering and tell others about the merchandise is: unique concepts. This means that the firm must be focused on new product development at all times.
1. Evaluate the appropriateness of Kapferer's rand identity Prism and Gad's 4-D randing model in helping organizations develop brands which communicate clear values and meaning to their target audiences. Provide a range of examples to illustrate and support your answer.
The 4D randing Model is effective because it helps an organization to develop products and communicate how they can address their underlying needs. This is based on four different categories to include: functional, mental, social and spiritual. A good example of this can be seen with I Pod. As, this addresses the functional need through: creating a new way to listen to music. The design and the use of the product created favorable…… [Read More]
The brand is our promise to the customer, communicating to them what they can expect when they purchase the product (illiams, 2012). In order to develop a branding strategy there are seven elements that need to be considered. These are that the brand must be tied to the business model, be consistent, connect emotionally with the customer, reward and cultivate loyalty, the strategy must be measurable, it must position away from competitors, and it should be flexible (Sorenson, 2012). The latter is important because as a new company, we need to be able to make adjustments if the initial branding strategy does not work out. The American Snacks brand is a clear statement of intent in the Japanese market, and one of the benefits of this approach is that such a brand will also resonate in the American market. The packaging and promotion will reflect American origins of the…… [Read More]
I will create a proper slogan, logo and other visual elements which can make TTC immediately recognizable and easy to remember. These willd be used in a synergetic manner on all the available material which regards it, from the monthly passes, to the posters, flyers, cards, etc., but also on the signs themselves. A proper communication and promotion campaign will also be projected in order to make sure that the changes are understood and embraced by the community. The research will also focus upon the best locations for the signs and the number of signs that is necessary in order to create awareness.
Shoes from entirely recycled material
Marc Jacobs introduced fully transparent plastic shoes that recorded a huge success. ased on this example I will research the possibility of how fashionable shoes from recycled materials can be. The strategic key words of the research are innovation, technology and fun.…… [Read More]
Thus creating a leisure resort where staff members dressed in suits and ties, where chocolate was placed upon every guest's turned-down pillow at night, but was still affordable would seem to be an ideal venue and branding opportunity. The Internet, magazines aimed at consumers possessing such aspirations like Martha Stewart Living or Glamour (versus downscale magazines like Ladies' Home Journal or upscale magazines like Gourmet), and early nighttime television shows still aimed at families, but with two working adults, would be the ideal marketing venues for this new brand of travel destination. Concerns of this demographic, like environmental safety and the fair and ethical treatment of workers (touted by Starbucks and Costco, for example) could also be emphasized in the marketing of the product. Another popular image might be ads that show children being treated like royalty, and pets (for a small fee) being warmly accepted and enjoying a 'spa…… [Read More]
This is why suppliers dislike selling to them. Walmart drives suppliers very hard to deliver extremely high quality at low prices because their product strategy must support their strategic marketing direction and unique value proposition. Walmart is really in the price and quality expectations management business. To reduce them to price warrior in the retailer industry is to miss the point. If this was the case then every one of their psychographic segments would be completely loyal and that is far from the truth. Marketers must shape consumer wants and needs even when price, the most powerful market mix factor there is, is being used as part of the positioning and unique value proposition (Foxall, 1994). This becomes clear after completing an analysis of the psychographic segments that WalMart relies on for its revenue. Using the last decade's worth of filings with the U./S. Securities and Exchange (SEC) in conjunction…… [Read More]
The consolidation of the banking industry forced higher levels of trusted interbank trading and exchanges (Lin, Hu, Sung, 2005) fueled the rapid growth of multichannel banking, thin client technologies including AJAX, JAVA (J2EE) and XML, and led eventually to mobile devices including PDAs and smart phones being able to manage financial queries and transactions (Ho, Mallick, 2010). All of these technologies had taken on immediate and urgent priority by Wincor-Nixdorf's customer base as many are finding a 67% reduction in costs of service when they transition form branches to self-service machines, and nearly a 99% reduction in costs from branches to Internet banking (Ho, Mallick, 2010). In other words the Wincor-Nixdorf customer base was learning very quickly how to translate the advanced technologies mentioned into massive cost reductions very quickly as they capitalized on their customers' needs for more convenient access to the Internet. Figure 2, Index of Banking Services…… [Read More]
34). The authors give a basic overview of the science behind major environmental concerns, and also, more importantly from the marketer's point-of-view, they examine how the public perceives these issues.
This book is particularly valuable to read in light of the current national debate over the future of the American car industry, because of its case study of the Ford Motor Company. The case of Ford illustrates how marketers cannot ignore how environmental issues are positioned by in the media, as well as the science behind the issue. Ford strove to create a green manufacturing plant, in an effort to deflect criticisms from environmentalists. However, by still producing the same SUVs that became symbolic of environmental waste, Ford still was rejected by environmentally-conscious consumers in favor of foreign competitors like Toyota, which manufactured hybrid cars like the Prius and made environmentalism synonymous with its brand image. Without focusing on what…… [Read More]
The main audience for the new product line is composed from individual and corporate customers who are looking to purchase new pieces of furniture. The common characteristics of the audience are given by the needs which could be satisfied through the purchase of furniture made from recyclable plastics. In this line of thoughts, the audience is portrayed by a general desire to reduce plastics pollution and better protect the environment. More specifically, it is characterized by a desire to invest limited amounts of time and money in upkeeping the furniture (painting, cleaning or maintenance) and in being able to use it regardless of season - the furniture from recyclable plastics offers these benefits (Website of Barco Products, 2008).
The areas of research include general pollution, plastics pollution and its effects, recyclable plastics and the adherent furniture, as well as interactive design. Additionally, the research questions refer…… [Read More]
Branding is an essential part of the ability to introduce new products to the market successfully. The ability reach the target market depends on conveying the right message to the right people. In order to do this all the elements of a marketing campaign must come together to convey the message to the right audience. The ad being analyzed is apparently has a special printing technique that renders photographs onto aluminum. The layout and presentation of the ad conveys many messages about the products.
The first thing the catches the eye is the layout of the ad. Approximately one-tenth of the pages devoted to the company branding, with the majority of the ad dedicated to the product itself. A majority of the colors on the page are warm, with only a few cool colors placed centrally. The placement of subdued cool colors and neutrals on the model compete with the…… [Read More]
This level of the maturity model is a transitory one and is focused more on either small, incremental gains from the first level, which is eacting. In the eacting layer of this proposed Branding Maturity Model, the majority of brand departments have a decidedly "every department for itself" approach to process maturity and have information flow that is purely dependent on personal productivity applications only. That is to say specifically that at this low level of performance in the model, branding departments focuses first on tactical wins at the expense of global victories. This mindset in turn creates an isolated approach to branding throughout entire global industries. One of the key attributes of this level of the Branding Maturity Model is the neglecting of the many user-generated from of content including blogs, Wikis and other forms of interactive customer feedback. The short-sighted nature of being a company in the eacting…… [Read More]
The decision of whether to create an entirely new brand name or to attempt to define a functional one also has to take into account how brand archetypes define mediated and lived experiences as well (Phau, Cheong, 223, 224). Figure 1, Brand Archetype Model Shows How Brand Icons Are Created shows how critical it is to create a brand that capitalizes on the consumer imagination and archetypal representation of a brand concept.
Figure 1: Brand Archetype Model Shows How Brand Icons Are Created
Source: (Phau, Cheong, 216)
Based on this model of branding, it's clear that using a more functional name will be more effective as it capitalizes on concepts in the consumer's imagination and also assists with the definition of archetypal representations. Based on this analysis it is recommended the name be strongly related to freedom and the strong emotion this concept conveys. The name Libertad University or…… [Read More]
Promoting You as a Brand
Personal branding is one of the most important aspects of business and professional growth and development regardless of whether an individual is self-employed or working for someone else. Effective and accurate branding of oneself is an important for success, especially in today’s competitive world. In light of the insights I have received from this course, I have realized that success is any profession/career is influenced by the development of a compelling personal brand and promoting that brand. Therefore, I seek to develop and promote my compelling personal brand that his based on personal skills, career goals, aspirations, job personality, current career emulation, networking opportunities, and social media presence. These various aspects are crucial towards developing and promoting my personal brand since they show my areas of strength and how I can utilize them to achieve success and growth in my respective profession and/or career.
Personal…… [Read More]
hen Fournier describes the relationship that consumers have with a brand, she is referring to the attributes that consumers ascribe to that brand and then relate to. These attributes go beyond the attributes of the product itself, such that the brand can be transferred from one product to another. An example of a brand with which consumers have a high degree of relationship would be Body Shop, to which consumers often ascribe a set of values -- all Body Shop products receive these attributes to the consumer. Thus, the consumer is purchasing Body Shop first and an individual product second. Aisner (1999) discusses the concept in conjunction with New Coke. The strong relationship that people had with Coca-Cola backfired on the company, because consumers rejected a change to the product on the basis that it was not consistent with their view of the product.
In the fast food…… [Read More]
This stage provides comprehensive information for use in marketing and promotional plans.
Dave (2002), puts it that "The Brand Equity measure summarizes consumer perceptions on five dimensions: Familiarity, Uniqueness, elevance, Popularity, and Quality." From this, it is apparent that the promotion point and reputation of any company and products is hinged on the brand equity.
Why companies fail in brand equity
All it takes to shrink a brand in today's hyper-linked global network is a single mistake and errant behavior. For instance the recent challenges that IBM and the Toyota brand faced simply due to a defect in their product.
The challenges extend beyond erroneous policies and errant behavior. Global brands must also contend with the fundamental reality that consumers tend to prefer domestic brands over foreign brands. Studies show that home-grown brands get preference over the foreign brands. In some of the world's biggest and richest markets (the U.S.,…… [Read More]
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…… [Read More]
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…… [Read More]
Brand Communication Management on Organic Products
Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands.
Brands generate customer trust, demand for the products and ultimately support the company in attaining its overall objectives. And brands are essential to the market triumph of any product, but even more so with organic products, due to the features of particularity revealed by these specific items.
At a more practical level, a marketing plan on the strengthening of a brand for organic products would include the following features:
Customer-based brand equity for organic products
The points of parity and the points of difference for organic products
The selection of the target market
The…… [Read More]
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…… [Read More]
Their use of product
line extensions to increase the up-sell and cross-sell of products and
services are aimed at extending the product lifecycles of systems that
often have limited lifecycles of their own. Cross-selling and up-selling
based on product line extensions is prevalent in industries that have rapid
The third major factor to consider in brand extensions according to the
Marketing Leadership Council (2005) is the need for infusing the existing
brand with additional publicity and greater exposure. The Hummers' product
line extensions to the H2 and now the H3 Models underscore both the extreme
durability of this vehicle yet also give General Motors an opportunity to
further clarify their branding message of the Hummer line of vehicles also
being safe for families. Their extension from being a rugged off-road
enthusiasts' vehicle to that of a vehicle for the soccer moms of the world
shuttling their kids from…… [Read More]
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.…… [Read More]
As a result, brand name online is becoming increasingly important, especially for those companies who have existing business models that are based on retail operations. These include Wal-Mart, J.C. Penny, Kmart, Target and Sears who each experienced more than a 20% growth in the number of unique visitors to their sites after launching major online branding initiatives in 2001 (Janoff, 2001). Many studies also suggest that most customers do not distinguish between branding efforts online and offline, and prefer to the interactivity and knowledge available from websites and online tools as viable alternatives to learning more about a company. Personalization of websites is 25 times more likely to generate return traffic (Chiagouris & Wansley, 2002), and that the most successful offline and online brands do not confuse customers with variations in messaging between each approach.
eferences (Ciagouris, P & Wansley, G 2002), "Branding on the Internet,' MarketingPower.com. 25 June 2002.…… [Read More]
Without the customer being involved there would not be a successful service transaction. Third, there needs to be a continual refresh of the value of the service for it to be used over again. If the airline customer had been bumped from the flight even though they were a frequent flyer and been promised an upgrade, chances are the person flying would be very hesitant to fly again. The bottom line of this example and the branding of services in general is that trust is critical as the part of any brand, and execution on services to support that trust is critical for any service business. (Kelly 1998) states in Financial Times that the role of the trusted advisor as part of services branding influences 70% of all purchases by companies.
Kelly (1998) - Paying for that old brand magic: Marketing branding professional services,…… [Read More]
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…… [Read More]
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…… [Read More]
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…… [Read 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.
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… [Read More]
Brand Strategy Management
Nespresso Brand Strategy
History of Nespresso
Mission and Ambition of Nespresso
Business Product ranges
n home product Ranges
User Segmentation and Target Market
The evolution of the Packaging
Design of The Boutique
Nespresso brand equity
ncrease the number of boutique stores
Brand Association and management
History of Nespresso
Nestle was founded in 1866 by Henri Nestle in Vevey, Switzerland. Today Nestle is the world largest corporation in the food, nutrition, health, and wellness markets. The company now has more than 8000 products in their portfolio in various markets and they own over 140 brands. Since the beginnings, Nestle has been loyal to the traditionally and healthy made products. n 2012…… [Read More]
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…… [Read More]
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…… [Read More]
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…… [Read More]
Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.
Again on the initial introduction of the brand, IM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.
Eighth Brand…… [Read More]
' The author argued, "[t]he effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brands the star. It is not to sponsor culture but to be the culture" (160).
The phenomenon of making of the logo as the culture of society can be traced back to the popularity of event sponsorships as a strategy for brand expansion. In an attempt to make people more aware and familiar with their brands and logos, promotional strategies have become more customized to specific demographics and cultures. As a way to reach out to as many people as possible, companies developed event sponsorships that are unique to a community or group, and, as Klein stated, make their brand and logo the "star" of the event rather than the people or event itself. However, once these cultures are 'penetrated' by the logo,…… [Read More]
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…… [Read More]
' 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…… [Read More]
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.…… [Read More]
The overarching brand of the store is coordinated with these sub-brands to accentuate breadth of selection and an aggressive direction on Everyday Low Price (EDLP) positioning. Wal-Mart's influence on its supply chain partners, the ability to continually drive down costs and increase quality, and its use of EDLP on Black Fridays (the shopping day after Thanksgiving in the U.S.) have continually reinforced the brand and also created a significant competitive advantage vs. competitors K-Mart Corporation and Target. K-Mart's positioning on EDLP historically has been to concentrate on low-priced leadership through its blue light specials throughout the store. In 2001, in an attempt to counteract the effects of Wal-Mart on its brand and market position, K-Mart initiated the "Blue Light Always" program to further underscore their EDLP strategy on 30,000 items, primary comprised of food, consumable and other high-frequency items. Consumers however did not equate the Blue Light Always campaign as…… [Read More]
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…… [Read More]
Brand Names: Will 'iPad' Become Generic Word for Tablet?" was published by the U.S.A. Today, with the central premise concerning a relatively unknown yet ubiquitous phenomenon known as genericide. According to the article, which was compiled by the Associated Press (AP), Apple Inc. And its proprietary iPad tablet computing device is poised to alter the English lexicon through its supremacy within a particular market segment. Like the Band-Aid and Kleenex before it, the iPad has become so synonymous with a niche product that consumers invariably refer to competitor's offerings by the same name, and Apple Inc.'s executive management structure must now wade through the quagmire of intellectual property rights and trademark protection law to determine the course of action that preserves the company's duly earned domination of the market. The article presents the iPad's emergence as the standard bearer for tablet computing devices as a mixed bag of sorts for…… [Read More]
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…… [Read More]
Despite the fact that the balance seems to lean in favor of the more modern approach, the final decision must also consider the relationship of these types of techniques to niche markets.
A successful campaign for a niche market must consist of several strategies that combine each other in order to minimize risks and maximize the chances of gains. Jean Marie Caragher (2008) believes that an adequately developed niche marketing campaign has to consist of at least a mission statement, a situational analysis and SMAT goals and strategies; the acronym stands for specific, measurable, attainable, realistic and timely. Aside these however, the proper niche marketing campaign must also integrate features which refer to the unique characteristics of the organization discussed or the product or service promoted. This means that the campaign must be built on both traditional and experience-based marketing techniques. Consequently then, the ultimate decision of the manager should…… [Read More]
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…… [Read More]
Opponents to the idea that a brand can live forever point out the many popular brands that have died out in the past. True, there have been a lot of brands that have gone the way of the dinosaur. ut there are also many brands that are still around, and that have endured. They are the same companies and the same brands, but in most cases they are not the same products. They have stretched their brands and extended them, and that has allowed them to remain competitive within a changing marketplace. rand stretching and brand extension are both very significant tools for almost any company when it comes to keeping a brand not just alive but thriving (Clifton & Maughan, 2000).
rands that are allowed to grow and change according to what customers want and need will stick around, provided the products are good quality, reasonably-priced, and well-marketed. rands…… [Read More]
The main benefits of extension using the already established successful brand of the parent are: reduced costs, the fact that it may prevent competitors from filling a niche, reduced shelf space available to competitors, and the filling of a gap in the product line that customers want to see filled. However, there are risks such as weakening the parent brand or cannibalisation of the market share of the original product. Extensions may damage consumer faith of the parent; the managerial time and budget will be split and the lack of focus could undermine the brand message; retailers have only limited space, and additional lines demand more space. Retailers may just allocate the extension some space from the brand's existing allowance, maintaining the same total allocation but now split between more products.
rand stretching is more risky since it involves diversification into an unrelated area of business. Stretching is a leap…… [Read More]
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…… [Read More]
Wegmans store brand food items vs. well-Known brands
Wegmans hickory-smoked turkey lunchmeat vs. Hillshire Farms hickory-smoked turkey lunchmeat
Review placement on shelf: Both products are positioned side-by-side on a hanging rack in the dairy section
Cost of brand vs. cost of private label: Wegmans $2.99; Hillshire Farms $3.39 for the same amount in ounces
Ingredients same or different?: Virtually identical
Is private label made by brand manufacturer: Yes
Wegmans shredded cheddar vs. Kraft shredded cheese
Review placement on shelf: Wegmans was positioned at eye level, Kraft was positioned somewhat lower
Cost of brand vs. cost of private label: Wegmans was $3.89 for 16 ounces; Kraft was $3.19 for 8 ounces
Ingredients same or different?: Kraft offered a blend of different flavors and colors of cheddar cheese; Wegmans bags of shredded cheese only came in single flavors and colors
Is private label made by brand manufacturer?: Yes
Category 3:…… [Read More]
Building a Brand: Case Study
The difference between creating and developing a brand in a business to business context is dramatically different than building one in that is strictly in the consumer market. The key difference in this type of business revolves around the distinction in the type of audience one is trying to communicate with. With consumers, one is trying to grab their attention and distinguish oneself from one's competitors. With other businesses, there's the need to establish trust and transparency, along with being able to assert oneself as a brand that will be able to meet the needs of other businesses.
With both business and consumers, the brand is fundamentally the promise to the customer, telling them what they can anticipate from all products and services, while still signaling how the brand is different from others. The brand still needs to be derived from who one is and…… [Read More]
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…… [Read More]
In terms of the messages it transmits, these have a triple value -- to customers, to organizations and to the academicians. To customers, it transmits that demand for certain products can be increased or decreased through marketing efforts. To economic entities, it sends the message that consistency across marketing endeavors is crucial for ultimate success. For the academic community, it constitutes a new angle for assessment of marketing efforts.
An extension of the study could go deeper and assess if there exists a link between customer perceptions related to goal fluency and the type of product sold, not just brand. It could assess different categories of products, such as every day commodities or luxury products.
Labroo, a.A., Lee, a.Y., 2006, Between Two Brands: A Goal Fluency Account of Brand Evaluation, Journal of Marketing esearch, Vol.…… [Read More]