Summary: Brand Management 2012-2013 (328032) Material included: * Constructs‚ findings & implications from each week’s papers * Lecture Notes & slides summary Table of Contents: page: Week 1: Brand Management 2 Articles 2 Lecture summary 4 Red Bul Case findings 6 Week 2: Brand Positioning 7 Articles 7 Lecture summary 10 Week 3: Special Branding Strategies 13 Articles 13 Lecture summary 17 Week 4:
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Brand Communication Strategies Q. What is a brand? Ans. Brands are different from products in a way that brands are “what the consumers buy”‚ while products are “what companies make”. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization‚ good or service‚ differentiating it from others
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Midterm Paper: What role do brands (or ingredient brands) play in business markets? 12/03/12 Branding has always been more acknowledged in consumer markets than in business markets. The latter has not received much attention in terms of the influence of brands on decision-making process because of the complexity of its environment. In B2C‚ products are more standardized‚ mass marketing is used and the relationship between buyer and seller is impersonal
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..........................................................................................1 BRAND INVENTORY.....................................................................................................................................2 THE SIA HISTORY ...........................................................................................................................................2 BRAND ELEMENTS ...................................................................................
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2. The Brand………………………………………………………………………... 3-4 3. Brand Positioning………………………………………………………………… 5-8 3.1. Positioning Strategy……………………………………………………….. 6-7 3.1.1. McDonalds………………………………………………………….. 7 3.1.2. Burger King…………………………………………………………. 7 3.1.3. Greggs PLC………………………………………………………… 7 4. Brand Analysis……………………………………………………………………. 9-14 4.1. Brand Identity……………………………………………………………….. 9 4.2. Brand Logo………………………………………………………………….. 10 4.3. Brand Name………………………………………………………………… 11 4.4. Brand Image………………………………………………………………
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Segmentation Demographic Middle to High level income adults Benefit Everyone seeks for having pleasure from the icecream Direct Sets of Competition Brand with similar target market and segmentation Panda Magic Golf Bravo Indirect Sets of Competition All other ice creams brands can be seen as indirect competitor of Magnum Even Algida’s Cornetto can be indirect competitor Positioning Map Perceived Quality x Magnum x Cornetto x Bravo
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Title of the Project: Re – establishing the Brand “Boroloine” in the Indian Market Issue In the wake of 21st century and due to globalization in the Indian Industrial arena‚ multiple international products are available in the market‚ Boroline as a product started losing its prominence. Re-energizing / Re - establishment of the brand was required to capture the lost ground. Objective and Scope of Study Re –Branding / Re- establishing the brand Boroline in the Indian market would require
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| Nike: Building a Global Brand | MKTG 4082W | | 1. Nike’s brand image‚ a set of emotions‚ feelings‚ and experiences with the brand‚ developed over time through advertising campaigns and consumer experiences with Nike. The core attributes of Nike’s brand image include high performance‚ innovation‚ and aggressiveness. Nike positioned itself as a company that makes products for athletes‚ by athletes. They tailor their products for serious/winning athletes and also stress their point-of-difference
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Brand Positioning One of the aspects of brand equity is brand positioning. AsiaTravel has not distinguished itself from other competitor in terms of products and services. The company does not have clear view of which market segmentation they want to enter and has not built a good brand image. In order to create good brand position in the market‚ AsiaTravel should look into market segmentation‚ focuses in point-of-parity (POP) and point-of-difference (POD)‚ and brand image. The current travel
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Brand equity DirecTV Company has a great promotion which includes its offers for a limited time. The company strategy is to promote their limited time deals to gain and attract more clients by focusing on high quality and value offers to its customers. Furthermore‚ one of the main important elements to introduce the DirecTV’s brand‚ is their ability to satisfy all the clients by offering a reasonable price which is 29.99$ with premium services. In this case‚ DirecTV is offering more than 150 channels
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