Brand Topics

Branding Stratregy

Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun (Beiersdorf)), which may compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever). Attitude branding and iconic brands Attitude branding is the choice to represent a larger...

Case – Inside Intel Inside

Intel has become one of the world's most recognizable computer brands following its long-running Intel Inside campaign, which started in 1991. Intel, initially a semiconductor-maker company, is based in Santa Clara, California. The five-note jingle was introduced the following year for its tenth anniversary...

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Global Brand Management

As brand guru Martin Lindstrom once said "A brand is more than a word. It is the beginning of a lifetime dialogue. " To understand the dialogue, I see myself interacting with the people from this field. The ‘Global Brand Management’ summerim program will give me just the platform which I need to succeed. My...

Market Plan of Cadbury

This marketing plan is to examine the product of ‘Cadbury Dairy Milk Fruit & Nut (12 treat size)’ in Hong Kong market. ‘Dairy Milk’ is one of the most famous and traditional brand names in our company. With over 50 varieties of taste, good quality, providing good value for money and effective advertising...

Heineken Sources of Brand Equity

The sources of brand equity come from TV commercials, sponsorship, events, promotion, logo, package and the slogan. Details of each are as follow: TV Commercials: The Main characters in the commercials are always male. This emphasizes the masculine nature of the beer and infers that the beer is for man....

Patagonia Case Study

1) Balancing Commitment to Business with Commitment to Environment A key issue facing management was balancing the company’s desire for environmentalism with its existence as a for-profit business. The idea of running a for-profit business implies operating at the lowest cost, growing as rapidly as...

What is brand equity and how does it affect consumers?

What is brand equity and how does it affect consumers?

 

Brand equity is the amount of loyalty and trust that a particular brand has from its consumers. Having a lot of brand equity is a competitive advantage to an organization and can be seen as a value-added benefit for the consumers purchasing...

Zippo Lighter

Normally a Zippo lighter is made up of 8 parts. Broken down, it consists of two metal casings, one pin, one wick, one spring, one flint, one striker wheel, and one polyester square. Each part has its own significance and play in an important role in making a Zippo lighter. The two metal casings are what make...

Brand Personality: Article Analysis

If I am a brand, how would you get to know me? How would you get to like me? How might you develop real feelings for me? Brands today are just like human personality, it is both distinctive and enduring. Imagine a Harley- Davidson tattoo on your arm; would you perceive yourself to be more muscular or less...

HBS – Rosewood Case

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....

Brand Loyalty

In marketing, brand loyalty refers to a typical consumer behavior in which s/he repurchases a brand’s product with a certain level of commitment and can be seen as a repeated buying of a particular product/service or behaviors like advocating the use in the general public or people they know. Nevertheless,...

Kohinoor Chemical Ltd

Kohinoor Chemical Co. (Bangladesh) Ltd. (KCCL) was founded in 1956 and became pioneer in manufacturing high quality beauty and personal care products in this subcontinent. Introducing automatic machinery and constant inflow of state-of-the-art raw materials from the world’s best possible sources, KCCL has...

Cadbury Brand Assessment

Cadbury was established nearly 200 years ago in 1824 by John Cadbury. John himself held values of social justice and equality which have been inherent to the company and are still maintained to this day. Traditionally Cadburys has always been known as a family company; many of its employees were and are...

Building a Global Brand

OSIM is a multinational company that markets, distributes and franchises a comprehensive range of healthy lifestyle products, which cover four key areas such as health, fitness, hygiene and nutrition. The objective of OSIM is to cultivate in consumer a positive outlook toward life and healthy living through...

The Structure of a Business Decision

Nakamura Lacquer Company of Kyoto, Japan became one of the best manufacturers of lacquerware. Its brand 'Chrysanthemums' was Japan. s best known brand. Now the company had offers to grow in the American market which led to a dilemma for the current owner. Statement of the problem: Though the company had...

Dave Beckhan Case Study

Football, Fashion and Family are primarily what the “David Beckham” brand stands for and these are the factors which have combined to make this popular brand globally. According to Michael Sterling, a sports analyst at Field Fisher Waterhouse, London in 2003, proclaims that “He’s a sponsor’s dream: a fashion...

Ducati Brand

Questions to answer 1) How did Ducati become the second most profitable motorcycle maker in the world despite its small scale? 2) What is the fundamental economic logic of Minoli’s turnaround? 3) Can Ducati sustain its position in the sport segment? Can Honda and the other Japanese manufactures stop its...

The Importance of Style and Fashion

I think fashion is important to us because it's a means of self-expression--it enables us to say something important to the world about who we are, or who we'd like to be. The clothes we wear say things about us (intentional or not), even to people we don't talk with directly. It addresses the fundamental...

Mountain Man Beer Company

MMBC is considering introducing a Mountain Man Light beer to attract younger drinkers to the brand. MMBC ultimately would like to reposition the brand to drive sales of Mountain Man Light to young people without eroding the core brand equity. The reason MMBC should consider doing this is because over the...

Kudler Communications Plan

Given the competitive nature of business, it is no longer enough to rely on one form of marketing communication. There are several options such as social networking sites, on health magazines, and other publications that target health-conscious diet, which fall under personal and non-personal communications...

Social media and brand awareness

CHAPTER 1 INTRODUCTION

Marketing managers have predicted that 2010 will be the year when social media are integrated in the organizations and really start to become useful for companies and become important tools in the communication (Carlsson 2010). Others have argued that it is crucial for marketers to...

Mountain Man Brewing Company: Bringing the Brand to Light

1- What is Chris considering doing and what factors will he have to align to be successful? With Mountain Man Beer Company (MMBC) experiencing recent declining sales for the first time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline, Chris is considering...

Brand Awareness

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both...

Trader Joe’s Report

Research Problem Trader Joe’s was established in the 1950’s and began as a convenient store but quickly transitioned into more of a novel design for exploratory food and beverages shoppers. Trader Joe’s is located in various areas within the ? United States, and San Francisco currently has three locations....

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