Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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SULLIVAN’S AUTO WORLD Walter Sullivan the creator of Sullivan Ford Auto World pass away and his oldest daughter Carol Sullivan-Diaz‚ a health care administrator by profession took over the business and found out that the family business is in economic trouble founded on existing financial performance and market outlook. In addition‚ CSAT results from car buyers show that the company has problems with their service quality. Sullivan Ford Auto World Facts: - Average sales of 1‚100 cars per
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to take excellent care of it. Getting regularly scheduled professional auto repair services is one way to do so. Only entrust your car to experienced service providers who will maintain it in good condition. The best thing about dealing with professionals is that they don’t just offer auto repair services‚ but auto advice as well. Proper care is important for every car owner so in order to avoid a run-down car. Professional auto repair shop mechanics will also perform early diagnoses to catch issues
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TABLE OF CONTENTS Content | Page | About NESCAFÉ | 1 | Brand Elements of Nescafe | 1 | Nescafe Bangladesh | 2 | Brand Positioning | 2 | Positioning Statement | 2 | Segmentation and Target Market | 2 | Behavioral Segmentation | 2 | Demographic Segmentation | 3 | Psychographics Segmentation | 3 | Geographic Segmentation | 3 | Mass Marketing | 4 | Nescafe Classic Coffee | 4 | Premium Product positioning | 4 | Niche Marketing | 4 | Adequate Sales Potential in the Segmentation | 4 |
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Halmstad University School of Business and Engineering Master Dissertation in International Marketing Master Dissertation in Strategic Management and Leadership The Analysis of Challenges and Opportunities in Brand Extension Authors: Chen Si Jia 891028-4986 Gu Jing 880711-T284 Supervisor: Gabriel Awuah Date of Submission: 31 May‚ 2012 Acknowledgements We would like to firstly thank our supervisor‚ Professor Gabriel Awuah‚ for his constant support and inspiring advices during
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Marketing Communication: Research and Planning Spring exam 2012 Red Bull – The Anti-brand brand Question 1: Red Bull was launched in Austria in 1987‚ and in the 25 years that has passed since then‚ many things have happened that could and should affect the way Red Bull markets and brands its product as opposed to how it was done in the years after the launch. All though Red Bull was launched in 1987‚ it was not until 1992 that the company began expanding its distribution – first to other
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Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
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Brand Recognition in relation to Brand Loyalty Introduction “Brands are the most valuable intangible asset for companies” claims Bayu Sutikno of the University of Gadjah Mada in Indonesia (2011‚ p.319). The world is filled with brands and everyone is trying to portray a message. It is the job of the consumer to decide what brand they prefer and what brand they do not care for. Likewise it is the job of the marketer to persuade the behavior of the 7 billion consumers in the world everyday.
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Figure 2: Market share based on Brand(2012) 8 Figure 3: Smart Phone v/s Feature Phone sales 2006-11 8 Figure 4: Mobile Phone Brand Share 2008-2011 9 Figure 5: India v/s Global YOY Growth Of Smartphone Sale(2008-11) 9 3. KEY PLAYERS IN SMARPHONE SEGMENT :- 10 4. 4Ps OF MARKETING :- 18 Figure 6: Sales based on Distribution Format 19 Figure 6: Graph of Sales based On Distribution Format 19 5. FUTURE PLANS & ANALYSIS :- 20 Figure 7 : INDIA v/S GLOBAL MARKET 21 6. REFERENCES
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Yourself Heard Ericsson‟s Global Brand Campaign In partial fulfilment of the course Advertising Management under the guidance of Prof. Mukul Gupta‚ Marketing Area‚ MDI Gurgaon Submitted by: Aditya Malhotra Divya Gosain Abhinav Singhvi Kaustuv Gupta Manish Sharma 13th December 2010 09P125 09P135 09P182 09P203 09P206 1 Introduction Ericsson is a 120 year old company and the leading supplier of equipment and services for the telecommunications industry. The company‟s products range from
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