BUSINESS DEVELOPMENT & MARKETING MANAGEMENT “DOVE – EVOLUTION OF A BRAND” GROUP 6 : HARSONO SUHARTO AUDREY TUMBELAKA KRISTIN Executive Summary In 2007‚ Unilever’s Dove was the world ‘s number-one “cleansing “ brand in the health and beauty sector. Dove Competed in all categories like cleansing bars‚ body washes‚ hand washes‚ face care‚ hair care‚ deodorants‚ anti-perspirants‚ and body lotion.Their competitor are P&G (Procter and Gamble’s) ivory‚ KAO’s Jergens‚ Beiersdorf’s Nivea.
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edition Developing brand identity Brand Development - Building the Dairy Milk Megabrand A brand identity is the message sent out by the brand through its name‚ product shape and design‚ visual symbols (such as logos)‚ advertising etc. This identity needs to be planned by brand management‚ as this is key to gaining market acceptance and leadership. The Brand Pyramid - Brand Meaning ◗ ◗ transfer to all sub-brands. The risk however‚ is that if one brand is unsuccessful or falls
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for Strategic brand management. Brand Equity. The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable‚ easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one‚ however‚ the brand is said to have
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The Value of Brands White Paper White Paper: The Value of Brands: Evaluating Heineken’s Global Branding Strategy Tim Glowa July 31‚ 2002 Tim Glowa is President of North Country Research Inc.‚ (www.ncResearch.com) a Calgary based strategic marketing science company. He can be reached via email at Tim@Glowa.ca © 2002 Tim Glowa July 31‚ 2002 © 2002 Tim Glowa -1- The Value of Brands White Paper Table of Contents Abstract ............................................
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The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services‚ therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers‚ therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences
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Indian Institute of Management Bangalore Post Graduate Programme Sales and Distribution Management PGP (Term 4) 2014-15 Prof. Avinash Mulky 1. Introduction The quality of sales and distribution management is an important determinant of success in customer acquisition and revenue growth for companies across business sectors. Although some businesses sell directly to their customers using a client acquisition team or company sales force‚ many sales organizations utilize a channel for
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Analyze consumer-brand relationships in a product category of your choice Brand Relationship Management Table of Contents 1. Instroduction 6 2 Literature Review 8 2.1 Brand 8 2.2 C-C Identification and Relationship 9 2.3 Relationship marketing 9 2.4 Brand Personality 11 2.4.1 Personality as Self-Image 11 2.4.2 Big Five Dimensions of human Personality 12 2.4.3 Recent Concept on the Brand Personality Concept 13 Record Revision History Rev | Effective date | Date Entered |
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BRAND– “NESTLE INDIA” ABOUT THE THEME FAST MOVING CONSUMER GOODS (FMCG): Fast moving consumer goods are goods which have quick turnover and also has very low cost. FMCG sector (India) is the fourth largest sector in the economy and also provides employment for more than 3 million people in downstream activities. FMCG products are products which are bought by consumers frequently such as toiletries‚ cosmetics‚ soaps‚ plastic goods‚ other personal hygiene products‚ packaged food products
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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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started the company by selling cut price records by post through his Virgin Mail Order business. The company expended really quickly and is now a well-recognized and trusted brand all around the world. Virgin group companies even far apart from each other are like one big family that is constant in the delivery of its brand message and the values it stands for. Each company is empowered to run their individual affairs but they do help one another to seek solutions and advancement. Their cohesion
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