Essays on Brand Management

Liz Claiborne clothing company had a vision of rapid growth and expansion of new clothing labels, and they achieved these goals quickly. By 2006, the company had expanded to 36 different brands and experienced a 2.5x increase in revenues to reach $5 billion dollars. Despite the overall success, the company’s profits did not consistently grow…

Rosewood Hotels and Resorts is considering a new brand strategy in an attempt to increase their multi property guest stays, revenues and cross selling rates. However, the company needs to do so without the expense of possibly diminishing the powerful brand image and strategy of their existing properties. Rosewood has built a customer value proposition…

Neutrogena is one of today’s industry leaders in the facial cleansers and has been introducing new products that differentiate themselves in the market. Recently, Neutrogena launched its latest product, SkinID. This product delivers a customized acne solution to the mass market, something that is unique to the current products available to consumers. This new acne…

Proctor and Gamble has spent nearly a decade developing Tide Pods, and thus far, it appears that their work has paid off. Tide Pods have claimed a 68% market share in the new laundry pods category, which now accounts for 7. 3% of the total multibillion dollar laundry industry (Monk, Tide Pods successful enough to…

This AD promotes Captain Morgan Original Spiced Rum, an alcoholic beverage. Its main goal is to entice viewers to drink by presenting a compelling and cool image. The ad features people enjoying themselves and having a great time while drinking the rum, aiming to appeal to those who seek fun experiences. The tone of the…