UNIVERSITY Keele Management School BRANDS & BRANDING MAN 40047 Title: Module Leader: Chris Vaughan-Jones Successful brands are the most vital assets of a company. Peculiarly‚ those assets stand for the knowledge made in the minds of consumers for this reason all of the marketing programs executed for those brands. (Kotler‚ 1991) This essay compares the similarity and differentness in the brand extension‚ brand community as well as packaging that
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Byron Hernandez Marketing September 5‚ 2012‚ 2012 Module 5 – Activity 5.6 CASE STUDY: Accenture 1. How did Accenture transfer the brand equity from its original name‚ Andersen Consulting‚ to the new company name? The way that Accenture transferred brand equity from its original name to the new company name was by specially branding the new one‚ and looking at a new name as a fresh start‚ re-introducing itself to its customers‚ and the world. With a new name‚ this allows them to
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strategy by focusing on building the company’s brand image instead of product-based brand strategy. Under the new branding strategy‚ Intel was established as a brand‚ a reliable and premium brand‚ ably transferring the equity of “386” and “486” microprocessor to Intel‚ the company and to distinguish Intel products and to communicate the depth of Intel as a corporation with respect to its competitors as well. To boost the awareness of Intel’s brand name and strong differentiation‚ the company employed
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INSTITUTE FOR BRAND MANAGEMENT Model: Brand Equity Type of model: Author(s): Domain: Brand model (structure model) David Aaker Brand Equity Figure 1: Aaker’s Brand Equity Model In his Brand Equity Model‚ David A. Aaker identifies five brand equity components: (1) brand loyalty‚ (2) brand awareness‚ (3) perceived quality‚ (4) brand associations and (5) other proprietary assets. Aaker defines brand equity as the set of brand assets and liabilities linked to the brand - its name and
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innocent smoothies: Europe’s favourite smoothie brand considers expanding into the Russian soft drinks market. Richard‚ Jon and Adam‚ the three co- founders of innocent were sitting in the board room at innocent’s headquarters Fruit Towers discussing the international expansion they could achieve thanks to the injection of cash from and global experience of the Coca Cola Company . With the goal of becoming the biggest small drinks company in the world‚ they are currently operating in 15 European
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Dawood Group History 1905 Ahmed Dawood was born in Bantva‚ a renowned place in the state of Kathiawar‚ India. 1917 Ahmed Dawood went to his grandfather‚ Abdul Ghani Haji Noor Mohammad in a small town Terichura in the state of Maysore to learn under his guidance. He worked in his Grandfathers shop of cotton yarn and various utilities for about two years‚ where he was introduced to the business basics. 1918 Owing to the keen interest of Ahmed Dawood in business‚ his Grandfather sent him to Shimoga
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A PROJECT REPORT ON < RECKITT BENCKISER (INDIA) LIMITED> SUBMITTED BYPriyankita Hazarika Roll no:- 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
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1. Problem The main problem Skoda has is a brand image problem that is affecting its growth in the UK market‚ as a result of years of poor quality and national jokes from both the media and comedians‚ which has led to a bad perception and deep-seated consumer prejudice against Skoda. These preconceived opinions‚ perceptions‚ in addition to the Skoda brand seen as old‚ unfashionable‚ out of sync has led consumers (60% of respondents from a recent survey) to not want to buy a Skoda irrespective of
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controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. The issues that endorsements create when they are associated with a famous athlete or another world-renowned celebrity do not hurt their brand equity or their message. The reason being‚ although this individual made a mistake‚ he is still the epitome of a man who needs the products. Some may argue that it ultimately hurt the brand image‚ but the company continued to be the largest
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| eHarmony Case Analysis | | | | | | Background and Facts: * eHarmony founded by Dr. Clark Warren and his son-in-law‚ Greg Forgatch‚ in 1998 * Officially launched in 2000 * First radio commercial in 2002 * First TV commercial in 2003 * They target serious relationship and marriage-minded individuals‚ offering a unique match-making product * They offer a tightly integrated system that encompasses a Personality Profile‚ which feeds into a patented matching
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