Midterm Paper: What role do brands (or ingredient brands) play in business markets? 12/03/12 Branding has always been more acknowledged in consumer markets than in business markets. The latter has not received much attention in terms of the influence of brands on decision-making process because of the complexity of its environment. In B2C‚ products are more standardized‚ mass marketing is used and the relationship between buyer and seller is impersonal
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Broadcasting) Brand Plan By Darrell Burgess (09189461) Contents Executive Summary 3 Market Audit 3 Macro-Environment 3 Micro-Environment 3 Competitors 4 Market Structure and Segmentation 4 Brand Attributes 5 Brand Objectives and Strategy 5 Brand Action Plan 6 Measurement and Control 6 References 8 Appendix A 9 Sky Brand Plan Executive
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Brand overview "It all started with me wanting some shorts I couldn’t buy anywhere‚...” (HI)STORY • Fundango – A brand that started in the world of riders‚ about 10 years ago. At that time‚ full-blown young skateboarders gave life to Fundango. Since then‚ the brand has led a life of sports clothing brands with professionally designed collections but its growing is still accompanied by its parent’s lifestyle. Today‚ skiers‚ snowboarders‚ skateboarders‚ surfers‚ riders and anybody who feels close
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drowning. This is where the brand got its name from. Lifebuoy is a product of Hindustan Unilever Limited (HUL)‚ India. It was initially launched with the sole intention of targeting men and everything sporty. “Tandarusti ki raksha karta hai Lifebuoy” captured the essence of their campaign brilliantly. The premise was made clear. Use lifebuoy and stay strong. The quintessential red chunky bar of soap became synonymous with masculine health and good value for money. The same brand positioning was maintained
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MAGGI Maggi is a Nestlé brand of instant soups‚ ketchups‚ sauces‚ seasonings and instant noodles. The original company came into existence in 1872 in Switzerland‚ when Julius Maggi took over his father’s mill. He quickly became a pioneer of industrial food production‚ aiming to improve the nutritional intake of worker families. Maggi was the first to bring protein-rich legume meal to the market‚ and followed up with a ready-made soup based on legume meal in 1886. In 1897‚ Julius Maggi founded
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BACHELOR’S THESIS IN BUSINESS ADMINISTRATION CUSTOMERS BRAND AWARENESS A CASE STUDY OF WILLYS GROCERY STORE Authors: Kris Ayadiani v09kkaya@du.se & Timothy Enadeghe h08tjena@du.se Supervisor: Bertil Olsson Examiner: Sabine Gebert Persson Course: Business Administration Credit: 15 ECTS
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SUBWAY BRAND ANALYSIS Analyzed by Tanay Manoj Rathod Ashvikha Lakshmi Shriraam Nan Dar Lakshmi Prathyusha Arimilli Content Page 1. Introduction 2. Company Background 3. Brand Vision 4. Brand Objectives 5. Brand Personality 6. Impact of emotional appeal on consumer behaviors and the subway brand 7. Involvement theory on consumer behavior 8. Maslow Hierarchy of Needs 9. Conclusion 10
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transforms languages but also transplants cultural information. Thus‚ brand name translation as other translation is a form of cross-cultural communication and is influenced by various cultural factors. This paper tries to explore the methods of English-Chinese brand name translation in light of the features of Chinese consumer psychology. Key words: brand names; Chinese consumer psychology; translation; methodsIntroductionNowadays‚ brand plays a more important role in the economic life in China and it
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Brand assessment of Horlicks Brand Profile: Horlicks Product Category: It’s a malted milk hot drink.Horlicks offers three varieties Junior Horlicks‚ Horlicks for Women‚ Horlicks Lite. Primary ingredients: It is known as ‘The Great Family Nourisher’.it offers pleasurable nourishment with its delicious range of flavours including Vanilla‚ Toffee‚ Elaichi and Chocolate. History: Holicks a brand established before 6 decades back in 1960 Two Chicago‚ US-based brothers‚ James and William Horlick
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choosing a product name. While previous studies have examined criteria for selecting individual brand names‚ naming decisions that involve multiple product generations have received little attention. There’s a lot of research about new-product branding‚ but as best as we could tell‚ nobody had looked closely at the issue of how to brand a successive generation. (Gourville‚ 2007) Consumers don’t necessarily read specs to learn about new features‚ but they’ll always notice a new name. We thought we could
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