Introduction A brand defined as “a name‚ term‚ sign symbol‚ design or a combination of these‚ that identifies the product or services of one seller or group of seller and differentiates them from those of competitors.” (Kotler and Armstrong 2009) Building brand can bring a lot of benefits for customers and business. It helps customers to differentiate products from others. Also‚ branding helps business to differentiate a company from its competitors and acts as means of positioning. Additionally
Premium Brand Brand management Logo
(2002): “The Tipping Point: How Little Things Can Make a Big Difference” Hannah Elliott (October 20‚ 2010): “Fendi Wins One Over Counterfeiters”‚ in Forbes. http://www.forbes.com/sites/hannahelliott/2010/10/20/fendi-wins-one-over-counterfeiters/ Kapferer‚ J Kapferer‚ J.N. (2012): “Le luxe est il compatible avec le dévelopement durable? Enquête auprès des clients du luxe eux-mêmes”‚ HEC Paris‚ Research Reports. Mahbubani‚ Manu and Crossan‚ Mary (2013): “Louis Vuitton” (Version: 2013-02-04). Ivey Publishing
Premium LVMH Luxury good Brand
(4)‚ pp. 474-491‚ available from: [Accessed 5th December 2010]. Kapferer‚ J‚ N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term‚ London‚ Kogan Page Kapferer‚ J Kapferer‚ J. N. & Azoulay‚ A. (2003). Do Brand Personality Scales Really Measure Personality? Brand Management‚ [Internet]‚ 11 (2)‚ pp. 143-155‚ Available from: [Accessed 26 December 2010]. Kay‚ M Keller‚ K. L. (1998) cited in Kapferer‚ J. N. (2008) The New Strategic Brand Management: Creating and
Premium Brand Brand management
Luxury brand’s expansion in China - Opportunities and possible strategies Bachelor thesis in International Business Spring 2011 Author: Dang‚ Xi-Er 890324-5085 Wan‚ Jessica 880226-4369 Tutor: Harald Dolles Acknowledgement This bachelor thesis has been written at the department International Business at the School of Business‚ Economics and Law at the University of Gothenburg. In the time frame of ten weeks‚ we have gained great knowledge about the luxury industry in general
Premium Luxury good Luxury vehicle Brand
Buying Behaviour 4. Role of Packaging in Product Branding 5. Packaging- It’s Influence on Consumers 5.1 Elements of Packaging 5.1.1 Visual Elements 5.1.2 Informational Elements 6. Model of Consumer Buying Behaviour 7. Kapferer’s Brand Identity Prism 7.1 Role of Packaging in Creating Brand Physique 8. Cosmetic Packaging 9. Sustainable Packaging 9.1 Sustainable Packaging in the Cosmetic Industry 9.2 Sustainability Packaging in the Cosmetic Industry 10. Conclusion References IMPACT
Premium Packaging and labeling Brand Branding
brand communication of 25 social enterprises through their website and to study the co-relation between brand communication and sustainability of social enterprise. Also this paper discusses the various models of brand i.e Aaker’s‚ Urde‚ Keller and Kapferer. Further we look at brand identity and brand image from a communications perspective. Brand identity originates from the company‚ ie a company is responsible for creating a differentiated product with unique features. Brand image refers to consumer
Premium Brand Brand management
METHODS OF CUSTOMER ATTRACTION By Ivanova Evgeniya Moscow 2013 CONTENTS 1.1.Getting to know luxury 5 1.2.The global market of luxury goods 9 1.3.Methods of customer attraction 11 2.1.Burberry 19 2.2.Gucci 21 2.3.LVMH 24 Introduction What exactly do we mean by " luxury"? Most of us are able to recognize a luxury product‚ but we are unable to define the specific characteristics that contribute to the concept of luxury. This is because
Premium Gucci Luxury good Branding
School of Sustainable Development of Society and Technology Malardalen University Eskilstuna-Västerås Spring Term: 2012 Students Brand Preferences Between Apple and Samsung Smartphone Master Thesis Tutor: Carl G Thunman Group 2901 Maha Al Azzawi Mac Anthony Nzube Ezeh (mai11002) (meh08001) ABSTRACT Date University Course Authors Tutor Examiner Title May 2012 Mälardalen University School of Sustainable Development of Society and Technology Master Thesis‚ EFO 705 Maha Al-azzawi & Mac Anthony
Premium Brand
repositioned itself as a health product. To better understand the brand equity‚ we have drawn a CBBE model and Kapferer’s prism for Maggi. Index 1. History 4 2. Competition 5 3. Product Attributes 7 4. Maggi Portfolio 8 5. Analysis of Maggi Ads 11 6. CBBE Model 12 7. Kapferer Prism 14 8. Brand Analysis 15 8.1 Depth Interviews 15 8.2 Focus Group Discussion
Premium Brand Maggi Instant noodles
Capabilities Introduction Burberry is a British luxury brand founded by Thomas Burberry in 1856‚ which design‚ sources manufactures and distributes high quality apparel and accessories for men‚ women and children. Burberry “has been defined by an overt Brutishness‚ a trio of instantly recognizable icons (the trench coat‚ the trademark check‚ and the ‘prorsum’ knight logo)‚ and a deft creativity that ensure its designs are timeless.” (Vollmer and Premo‚ 2012) In 1998‚ Burberry has been described as
Premium Retailing