designers allows Gucci to deliver such vision. 2. Situation Analysis The luxury sector‚ where the Gucci group is operating‚ is a market where brand‚ product and the intangible benefit associated to the brand are key success factors (KSF). The economic slowdown represents a potential threat to the group‚ which has poorly performed in some of its brands‚ and has maintained profitability by focusing on emerging markets (BRIC)‚ which are the most likely to be affected by the economic cycle. Given the
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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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RED BULL: BUILDING BRAND EQUITY IN NEW WAYS 02-05-2011 Question 1: Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country? Answer: Red Bull has a strong marketing strategy for communicating product value to customers. The strategy for building the brand has been created around a simple goal. Whenever a consumer is in need of energy‚ the company wants then to automatically think of Red Bull. The brand uses traditional media channels
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PART-FOUR BRAND MANAGEMENT: AN OVER VIEW 24/10/2013 Prepared by Temesgen B. (PhD) Outline… • Evolution of Brands • What is a Brand? • Choosing the Brand Elements • Creating Brand Equity • Crafting the Brand Positioning • Strategic Brand Management 24/10/2013 Prepared by Temesgen B. (PhD) Evolution of Brands… • The term brand comes from the word ‘ Brandr’ (to burn)‚ practiced by ancient farmers to put marks on their animal by burning their body to identify them • The nucleus of branding seems
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with second rate competitors; such as th ironically names iRiver‚ and Toshiba ’s Gigabeat. All have been struggling to attain any market share under Apple ’s prevailing shadow. Microsoft ’s major problem in this market is the dominance of the apple brand which has become synonymous with portable music entertainment. The company will need to capture a considerable market share in order for consumers to recognize the media player as purchase worthy. Already having been adopted by innovators in the market
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Global vs. Local Brands: The Indian Car Industry By Shyamala Mathan Sankar 2006 A Dissertation presented in part consideration for the degree of MA Marketing. 1 Consumer Perception of Global vs. Local Brands: The Indian Car Industry Abstract Key words: Consumer Perception‚ Global brands‚ Local brands‚ consumer preference‚ Country-of-origin‚ foreign brand‚ globalness‚ Consumer ethnocentrism. This study examines consumer perception of global brands vs. local brands in the Indian
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I T U T E A Product-Market-Based Measure of Brand Equity Kusum L. Ailawadi‚ Donald R. Lehmann‚ and Scott A. Neslin WORKING PAPER • REPORT NO. 02-102 • 2002 W O R K I N G P A P E R S E R I E S M A R K E T I N G S C I E N C E I N S T I T U T E A Product-Market-Based Measure of Brand Equity Kusum L. Ailawadi‚ Donald R. Lehmann‚ and Scott A. Neslin WORKING
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way‚ your company’s reality-on-the-ground must match the rhetoric your Reputation Agency is putting out about you‚ in order for your believability to remain intact. 2. Reputation must reflect what you’re doing NOW - Automobile manufacturer Henry Ford said‚ ‘You can’t build a reputation on what you ’re going to do.” It’s all well and good that you PLAN to do something great. But if you’re not doing it yet‚ or (worse) if you don’t follow through‚ it will hurt you more than if you hadn’t promised
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1) Define Real Madrid’s brand platform by describing the following: a) Brand Identity Real Madrid has a very powerful brand identity. It is always on top of everyone’s list when speaking about football clubs. In essence‚ Real Madrid’s core brand identity is that it as a well renowned football club that has been prevalent for over a hundred years. It is known for greatness‚ competition‚ class‚ top notch talent and being champions. The extended identity also stands for: Product offering: High quality
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BRANDZ ™ Top 1 Most Powerful Brands 00 Contents About the BRANDZ™ Top 100 Ranking 3 How We Calculate Brand Value 4 Key Insights 5 Sector Highlights 6 BRANDZ™ Top 100 Brand Ranking Charts 10 Frequently Asked Questions 24 About Millward Brown Optimor 28 2 About the BRANDZ Top 100 Ranking As economies become global and information more critical‚ intangible assets have replaced tangibles as a major source of shareholder value. Of these intangibles‚ brands are often the most valuable
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