honesty are strong associations and has earned a high brand equity. Tanishq has grown in a large scale since then and as of now has 230 stores in 120 cities of India. Tanishq still has room for growth as the jewellery industry is still largely unorganised‚ they can leverage on the brand equity to expand globally. Tanishq has a wide range of product and the focus till today is still
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Branded vs. De-branded: Customer Experiences at Ikea and Staples By Sampson Lee‚ G-CEM I recently had two unpleasant buying experiences. One was at Ikea‚ where I went to buy office furniture‚ and the other one was at Staples‚ whose online store I visited to buy a magazine rack. Every time I shop at Ikea‚ I swear I won’t be back again. But I keep coming back. On the contrary‚ it seems unlikely I will buy again at Staples. Why‚ if both delivered unpleasant experiences‚ does Ikea still win my
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case of Zara‚ the lead time of clothes first-designed by the designer teams to finished products sold at the store take only about two weeks. d. Brand equity which is valuable to consumers 2. Substitutes: MODERATE a. Buyer propensity to substitute is high with several competitors to choose from (H&M‚ Uniqlo‚ MANGO‚ and many other fast-fashion brands) b. Low buyer switching costs and easily substitutable where a customer can walk into its neighbouring store instead of Zara c. Zara has gained
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of utility. In reality however‚ when marketing and economics theories collide‚ consumer actions are the converse. It is acknowledged that consumer buying patterns and decision-making are strongly influence by factors such as perception of quality‚ brand confidence and recognition‚ as well as the degree of product differentiation. How come the name Starbucks is automatically related to coffee when there is no indication of coffee in neither logo nor name? Why would someone be willing to pay more to
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elements comprised the equity in the Ralph Lauren brand?) 1.1 Identity of Ralph Lauren brand: (Brand Salience) 1.2. Meaning: (Brand Performance & Brand imagery) 1.3. Response: (Consumer Judgements & Consumer Feeling) 1.4. Relationships: (Consumer - Brand Resonance) Section 2 Page: 4 Page: 5 Page: 6 Page: 7 Page: 8 (Question 2: Evaluate the role of brand association in the company’s success.) Section 3 Page: 9 (Question 3: Elaborate whether you agree with the Ralph Lauren’s brand extension decision
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28 3rd Semester INTRODUCTION Dettol‚ the brand synonymous with protection from germs‚ had for long been voted as India¶s most trusted brand. In September 2008‚ the marketing team of Dettol was reviewing the brand¶s performance in its 75th year of existence to formulate a three-year plan. Dettol¶s growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid
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Company’s beer brand portfolio which is its most valuable asset. Lion Nathan is committed to increasing that value by investing in the brand equity of its existing core brands‚ developing a national focus for those core brands and encouraging consumers to ‘trade up’ to premium products. 2.In Australia‚ which accounts for around 75 per cent of group assets and 80 per cent of operating profits‚ beer market share is stable at more than 44 per cent including its recently acquired Boags brands. 3.In New
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90’s meant‚ attracted a numerous competitors‚ many of which‚ trying to follow in the footsteps of Red Bull‚ thriving “on the principles if shock‚ awe and rebellion”2‚ as is evident from the names like Monster or Rockstar. The emergence of these brands‚ that offers a similar product to Red Bull – often at a lower price‚ in markets the seems to be stagnating or at least to a great extent has matured compared to previous years growth rates is cause for concern for Red Bull. For this reason emerging
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401709 Final Marketing Management 12-28-12 Michael Kors: Internal issues: Cheap material‚ Fad?‚ Hasn’t been around long enough in the light. Strengths: cost advantage‚ online growth‚ loyal customers‚ brand equity Weaknesses: not innovative‚ not diversified‚ poor supply chain‚ brand recognition Enviroment: Bootlegs/Knockoffs Opportunities: emerging markets‚ innovation‚ online Threats: competition‚ cheaper technology‚ price wars Competitors- Marc Jacobs‚ Calvin Klein‚ Luis Vitton
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Brand strategies used by the APPLE Building Strong Brands ( brand equity ) Apple is a powerful brand and also has high brand equity. Apple has high level of consumer brand awareness and good profitable customer relationship as the Apple products have provided high quality‚ innovation‚ design and creativity. Building Strong Brands ( Major Brand Strategy Decision ) A) Brand positioning Apple products are different from other competitors. Therefore‚ Apple products do not have product attributes
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