Red Bull’s Brand Equity Advance Brand Management class of 2012 fall Presentation Index Introduction Red Bull concept of brand equity How can Red Bull maintain brand equity? What marketing strategy should they use? Would you recommend that Red Bull develops brand extensions? What would the benefits and risks be? Introduction •Red bull GmBH‐Founded in 1985 by Dietrich Mateschitz •Launched in Austria in 1987: Slogan “Red Bull gives you Wings” •1997: available
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Chapter 10 Brand extensions Good or Bad: Brand extensions are a good business growth strategy as it allows the company to organically grow revenue. However‚ extensions must be carefully evaluated and chosen to ensure that the related affect is what is expected. For example‚ the company needs to make sure that any extension to the brand supports those brand elements or attributes that customers associate with the brand. Any product extensions that conflict‚ deteriorate or dilute the brand. Brand
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1 BRAND EQUITY OF PROCTOR & GAMBLE Introduction This paper will answer question regarding the marketing strategy and case study of Proctor & Gamble. Proctor & Gamble Success Factor P&G has a global leader position in the consumer goods industry with many well known premium products in its portfolio like: - Fabric and Home Care: Tide‚ Cascade - Baby‚ Feminine and Family Care: Bounty - Beauty Care: Max factor‚ Cover Girl‚ Head & Shoulders - Health Care: Crest - Food and Beverage: Folgers Coffee
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Brand Equity – is the set of assets and liabilities linked to the brand. The conceptualization of brand equity‚ which occurred in the late 1980’s was pivotal because it changed the way that marketing was perceived. Brand Awareness – is assets that can be extremely durable thus sustainable. It can be very difficult to dislodge a brand that has achieve dominant awareness level. Brand Loyalty - An existing base of loyal customers provides enormous sustainable competitive advantages. It reduces
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clear that strong brand-building skills are needed to survive and prosper. In David Aaker’s pathbreaking book‚ Managing Brand Equity‚ managers discovered the value of a brand as a strategic asset and a company’s primary source of competitive advantage. Now‚ in this compelling new work‚ Aaker uses real brand-building cases from Saturn‚ General Electric‚ Kodak‚ Healthy Choice‚ McDonald’s‚ and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is
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going to identify the brand development strategy of kiehl’s ‚ The brand development strategy analysis will focus on the customer-based brand equity model from Keller’s brand equity theory‚ and also includes the marketing mix in the brand development strategies of Kiehl’s. TABLE OF CONTENTS: Company Background Brand Development Decision of Kiehl’s Customer-based brand equity model Marketing mix Conclusion & Reference Company Background: Kiehl’s is an American cosmetic brand was founded in 1851
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environment Dedicated to preserving the environment‚ the Banyan Tree has received over 250 awards and accolades. Goal: is to become one of the top 2 or 3. PROBLEM STATEMENT Rapid Expansion Limited labor/ infrastructure Dilution of the brand Over-expansion of the brand Exclusivity becomes dampened because of potential lowering of service. ANALYSIS COMPETITIVE ADVANTAGE AND DISADVANTAGE Banyan Tree has competitive advantages… It offered exclusive love-nest type of accommodation that was based on romance
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Position Paper in Brand Management The paper examines how branding actually resulted or didn’t result in good sales. 2013 Charan Teja DMS – Pondicherry University Does Good Branding Result in good Sales? A Position Paper in Brand Management The paper examines how branding actually resulted or didn’t result in good sales. 2013 Charan Teja DMS – Pondicherry University Does Good Branding Result in Good Sales? Introduction It is all about the Brand‚ a typical consumer
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The New Beetle – Case Study Contents The New Beetle – Case Study 1 Introduction 1 1. The meaning of the VW brand 1 2. The appeal of The New Beetle 3 3. Why the positioning decision is termed “Mission Impossible?” 4 4. What are the advantages and disadvantages of the different positioning options? 6 5. How would the pricing and media selection choices be affected by the positioning of the car? 7 Conclusion 8 Introduction The case under discussion in this assignment is “The New
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Moisescu (2005) in a conceptual analysis of brand loyalty‚ as a core dimension of brand equity‚ found out that when the competing brands become more substitutable as the product quality increases‚ differentiation is lower‚ and consumers become increasingly price-sensitive‚ brand loyalty is the key success factor for any company. With these conditions‚ consumers are rarely loyal to a single brand. However‚ it was found that there are still some brands towards which the consumers have demonstrated
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