Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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strong brand offers many advantages for marketers including: Brands provide multiple sensory stimuli to enhance customer recognition. For example‚ a brand can be visually recognizable from its packaging‚ logo‚ shape‚ etc. It can also be recognizable via sound‚ such as hearing the name on a radio advertisement or talking with someone who mentions the product. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become Brand Loyal. Cultivating brand loyalty
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Porters 5 Forces Model is a valuable tool in evaluating the condition of the Yum! Brands China Division and the fast-food industry that Yum Brands is actively dominating. While there is much competition in China in the food industry‚ it is undeniable that with the CEO’s guidance‚ Sam Su‚ the growth that they have accomplished over the years is exponential. This growth is due to the fact that Su looks at the bigger picture‚ imaging what he wants the company to be like in five to ten years‚ and making
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BRAND PERSONALITY - THE RELATIONSHIP BASIS MODEL Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one‚ especially if they need a banker or a lawyer. A trustworthy‚ dependable‚ conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor‚ a lawn service‚ or even a car – consider the Volvo brand personality. The concept of a relationship between a brand and a person (analogous
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Beliefs of Brands Many universities students and high school students keep pursuing famous brands. From clothes to mobile phones‚ even study articles like electronic dictionaries and pens‚ they are inclined to buy famous as well. This phenomenon has aroused wide attention. One of reasons or the main reason is that brands provide us with beliefs‚ provide people good trust‚ and provide the good feeling. A brand indeed provides us with beliefs‚ usually a good brand gives people a good trust‚ and
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INDEX Page No. 1. The Product 3 2. Our visits 3 3. Customers 5 4. Competition 6 5. Trends 6 6. Interview with VP‚ Cavinkare 7 7. Brands 8 8. Learnings 10 9. References 10 THE PRODUCT Shampoo is a hair care product used for the removal of oils‚ dirt‚ skin particles‚ environmental pollutants and/or other contaminant particles that gradually build up in hair. Shampoo‚ when lathered with water‚ is a surfactant
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the need-to-know marketing ideas and insights that help build brands and increase sales. Sign up for free Brandeo Newsletter Top of Form Get Email‚ Twitter or IM Updates See sample newsletter Bottom of Form Recent blog posts Video: St.Patrick’s Ad With Kinda Creepy Interpretation of "When Irish Eyes are Smiling" Are QR Codes a Fad? RadioShack Recommits to Core Customers: Do-It-Yourselfers Krispy Kreme Takes Hands-Off Approach to Brand Building Retail Trends: How the World Shops Online
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Brand Personality ► Brand personality is what distinguishes one brand from another or a particular brand from a product. is easier to intuitively understand brand personality rather than define it ► It Brand personality of DABUR ► Strong heritage ► Herbal or ayurvedic benefit ► Healthy ► Nurturing ► Consumers find it easy to deal with brands that have strong personality because it is easier to remember them. ► Ex : Parle G the largest selling biscuit in the low price segment
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return to its normal pH - just one minute more than if it had been washed with only plain water! Hence the name‚ “Neutrogena.” Stolaroff believed there was a market for such a high quality soap and arranged to import and distribute the Neutrogena brand product in the United States. Setting the course for future growth‚ he emphasized the transparency of the soap to clearly communicate its difference. In addition‚ he targeted sales to new distribution channels - department stores and better drug stores
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strong brand 6 benefits of a strong brand… …and the 4Cs of brand management © 2005 Clarity Marketing Ltd www.clarity-in-communication.com 1 Branding – can it really work for the small business? If you think of a brand‚ what comes to mind? CocaCola‚ Virgin‚ Hertz‚ Orange? It’s easy to think of branding as being for the big boys with big bucks. But that’s not to say that only large corporates can play the branding game. Small companies really should be able to build strong brands too.
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