BRAND MANAGEMENT Project on LOREAL L’Oreal Today’s Cosmetic market place is a huge global economy worth approximately $40 billion‚ mostly generated in the western countries but it is ever expanding into other global markets and these expand. One of the best known and oldest cosmetic providers is L’Oreal. Brand Personality The Brand personality of L’Oreal mainly reflects the attributes of being Competent and Sophisticated. Synonymous with the ’Because you’re worth it’ strap line‚ L’Oreal
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<http://www.npr.org/templates/story/story.php?storyId=5168769>. Amadeo‚ Kimberly. "Government Bailout of Ford‚ GM‚ Chrysler and the Auto Industry." US Economy and Business. Web. Nov. 2012. <http://useconomy.about.com/od/criticalssues>. "Brand Book Ford." Issuu - You Publish. N.p.‚ 16 Feb. 2009. Web. 16 Nov. 2012. <http://issuu.com/willzanette/docs/brandbook_ford Bullas‚ Jeff Cato‚ Jeremy. "The Globe and Mail." The Globe and Mail. N.p.‚ 09 Feb. 2012. Web. 17 Nov. 2012. <http://www
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XYLYS BRAND PERSONALITY AND SELE-IMAGE CONGRUENCE ANALYSIS Question 1.1: According to the brand personality article and the Exhibit 2 & 5‚ the similarity/differences could be observed as follows. Both users and non-users consider the luxury watches as quite sincerity‚ which is associated with the personality traits of down-to-earth and honest. Excitement dimension is associated with exciting‚ daring‚ imaginative‚ spirited and up-to-date‚ and this dimension of brand personality is more favorable
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CHALLENGE ON KBANK’S SERVICE EXCELLENCE By Natnicha PRACHAKITTIKUL (ETU20150043) MSc in International Luxury and Brand Management ESC Rennes School of Business Abstract Many people have doubt about KASIKORNBANK (KBank) service. As double standard still remains in KBank branch services‚ it is urgent need for KBank to improve its services in order to meet its commitment “Towards Service Excellence (at every level)”. In this essay‚ five features of service‚ 7Ps service marketing mix‚ and SERVQUAL
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Brand Management Part 1 Lecturer: Francesco P. Veneziano Submitted by: Neyn 002FM005 11th June‚ 2008 Page 1 Contents Introduction Executive Summary The Company History Milestones Locations over the world Page 3 Page 6 Page 9 Page 9 Page 13 Page 17 Actual Marketing Marketing mix (4ps) SWOT‚ PEST analysis of the company Brand Strategy Doctrine Page 18 Page 18 Page 28 Page 36 Financial (3 years) Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007)
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“New exciting ideas and perspectives on brand building!” Philip Kotler 4TH EDITION THE NEW BRAND MANAGEMENT Creating and sustaining brand equity long term STRATEGIC J N KAPFERER I THE NEW BRAND MANAGEMENT STRATEGIC ii ‘After reading Kapferer’s book‚ you’ll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.’ Philip Kotler‚ Northwestern University ‘A real
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Brand as a Person: "You now have to decide what ’image’ you want for your brand. Image means personality. Products‚ like people‚ have personalities‚ and they can make or break them in the market place." - David Ogilvy A brand can very well be compared to a person. Just like people a brand has a personality. Starbucks’ is sociable‚ youthful‚ outgoing‚ and friendly. A refreshing freshness‚ warmth‚ and comfort is demonstrated through their service interactions‚ their packaging‚ their décor‚
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Introduction‚ Brand equity P.2 Brand equity Brand image P.3 CBBE Pyramid salience‚Performance and imagery dimensions P.4-5 CBBE Pyramid - judgement and feelings dimensions P.5-6 CBBE Pyramid - resonance dimensions Brand Product Matrix P.6 7Ps P.7-9 Concusion P.9 Reference List P.10 Introduction Hong Kong Disneyland
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Critical Brand Evaluation MM36620 A brand is not a logo; a logo is just a symbol that represents the brand. A brand is not a tagline; a tagline is an expression of the brand. It is not a product; a product is a tangible representation of the brand. While products come and go over time‚ brands can live indefinitely; your brand is derived from who you are‚ who you want to be and who people perceive you to be. A brand can be defined as ‘A name‚ term‚ design‚ symbol‚ or any other feature that identifies
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examines the brand management of Gucci‚ as one of today’s most prominent luxury brands. Based on literature it first looks at definitions of luxury and luxury brand equity as an expression of dream value. Then it explores the identity‚ brand building‚ brand architecture‚ brand stretching and strategies Gucci follows in each of its segments. In the light of the latest recession‚ it looks at the response strategies of the brand and sheds light on the communication challenges‚ the brand faces in reconciling
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