I. Summary of the Facts This case study analysis is on Samsung Electronics Company (SEC) and how it has climbed up the ranks in the past decade via calculated marketing strategies‚ extensive market research and analysis‚ and a risky bet on how the market will evolve. Samsung’s principle outlook took time and education from within and thereafter the general market. Samsung Electronics Company (SEC) began doing business in 1969 as a low-cost manufacturer of black and white televisions. In 1970‚ “Samsung
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tailored to its function or area. Using different brand names prevents the company from creating a corporate structure and a sense of unity within the work force. As a result‚ SCPT has no clear mission or vision towards the future success of the company. Furthermore‚ employees feel that SCPT’s brand name does not adequately represent the appropriate image it would like to portray to its industry. Also‚ employees believe that a successful brand image originates from the parent company‚ thereby
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Strategic Brand Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 -------------------------------------------------
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OF LOCAL CELEBRITY ENDORSEMENTS ON FAMOUS BRANDS IN INDIA & CHINA TABLE OF CONTENTS Pages 1.0 INTRODUCTION 4 1.01 Evolution Of Celebrity Endorsement 4 1.02 How Endorsement Advertisement Has Evolved 4 1.03 Celebrity Endorsement In India 5 1.04 Celebrity Endorsement In China 5 1.05 Globalisation Of Celebrity Endorsements 6 1.06 Localisation Of Celebrity Endorsement On International Brands 6 1.1 DEFINITION OF CELEBRITY ENDORSEMENT
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REPUTATION MANAGEMENT Reputation management is the process of managing the reputation a particular company. Reputation Management is the process of removing negative opinions and converting those negative opinions in to positive one. Reputation management is the process of tracking people actions/opinions‚ looking for positive and negative opinions. Reputation management is not a new concept. Right from Tata groups to street vendors in the corner relies on their reputation. Reputations of
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environment‚ there was actually no major concern to the consumers about filtering the tap water until it became an issue. During the decade of 90’s‚ the sensitivity people showed about some health-related accidents helped Brita to easily increase their brand awareness to the public and create a significant market. As the market grew and the product became popular‚ a lot of people perceived Brita pitcher as a present for their friends and close ones. [Exhibit 6] Retail Market Shares (United States‚
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food drinks market‚ and is currently a Rs1‚000 crore brand in India Brand story: From a drink that was supposed to promote a good night’s sleep to one that can help children grow taller‚ stronger and sharper‚ Horlicks has come a long way. Simultaneously‚ its brand image‚ too‚ has changed—from a fuddyduddy‚ boring health drink recommended by doctors to something that is nourishing‚ and enjoyable. In 1992‚ as its market share grew‚ the brand extended itself to a new product—Horlicks Biscuits.
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L’Oréal Brandstorm: Brand development plan On behalf of the University of Amsterdam Name K. janssen Name C.Kock Name F. Boer Course Branding Date 20 maart 2015 Word count x Outline Case study 1 1. Introduction‚ Lancôme in to the travel retail industry..............................................3 2. Lancôme.....................................………………………………….…….……........4 2.1. Lancôme’s target group.................... …….....……
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Product and Brand Decisions Basic Product Concepts -A product is a good‚ service‚ or idea -Tangible Attributes‚ you can touch it -Intangible Attributes‚ feeling you have from it -Product Classification -Consumer goods -Industrial goods Product Types -Buyer orientation -Amount of effort expended on purchase -Convenience-Gum @ a convenience store -Preference- You know what you like and what you want to get -Shopping -Specialty- anything
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Industrialized process b. Price based on competition c. Communication d. Perfumes & cosmetics‚ accessories The greater the inaccessibility‚ the greater the desire. Managing luxury brands = managing desirability Luxury derives from “lux” = light: the brand expresses the aura (the light) of the creator Charismatic persona: the brand founder or the artistic director who designs the products Maintaining the aura: By mythologizing the founders (e.g. in boutiques‚ through digital media) Through luxury flagship
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