BRAND WARS: WHEN BIG BRANDS PLAY DIRTY “In business as in life‚ you don’t get what you deserve‚ you get what you negotiate.” Chester L Karrass. Today companies do not sell on the basis of their products. The features or benefits provided by the product is a small cog in the whole machine of the customer interaction process adopted by the company. The product sells on the basis of its power to convince customers‚ to appeal to customers and to attach a certain sentiment with the customers. This
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people say brand‚ the brands that come to mind straight away would be Coca-Cola‚ Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However‚ in marketing terms it is defined as ‘a name‚ term‚ sign‚ symbol or design‚ or a combination of these‚ intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler‚ Brown‚ Adam‚ Burton‚ Armstrong‚ 2007). A brand can be defined
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the major goals of marketing is reaching the brand loyalty phase to a customer. Brand loyalty would be the commitment of a consumer to continue purchasing and supporting the company/brand. Companies benefit from this because they have a constant customer who would spread the word about the company and will be willing to pay higher prices for a certain product or service. Brand Loyalty Most people if not everyone is loyal to a certain brand or service. When a company offers good customer
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Founded in 1907 by French chemist Eugene Schueller‚ who developed an improved and innovative hair dye called Aureole‚ L’Oreal has become a multi-brand‚ multi-billion dollar company in the last century. Today‚ L’Oreal boasts twenty-five global brands and claims €17 billion of consolidated sales in 2007 (L’Oreal). In addition to the L’Oreal brand‚ other popular brands include Garnier‚ Maybelline‚ Lancome‚ Georgio Armani‚ Ralph Lauren‚ Redken and Diesel (Adage). L’Oreal was ranked sixteenth in the U.S
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2.0 REVIEW OF LITERATURE 2.1 THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender‚ age‚ and socioeconomic class‚ as well as such classic personality traits as warmth‚ concern and sentimentality. Brand Personality like human personality‚ is both distinctive and enduring. For example‚ one analysis found Coke to be considered real and authentic whereas Pepsi was
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Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
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Introduction Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product’s life cycle in target markets. In fact‚ brand awareness has influence on buying behavior of a buyer. All of these calculations are‚ at best‚ approximations. A more complete understanding of the brand can occur if multiple
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other. The fairly new‚ and steadily rising name of the Brand Ambassador is now the epitome of many product lines. GC Marketing Services states‚ “a capable Brand Ambassador should be the walking and talking embodiment of the product that they are representing‚” (Cicchetti‚ 2011). What does a Brand Ambassador do exactly? Many of us might depict one as a celebrity endorsing a product. You might recall famous athletes as sponsors of name brand shoes‚ clothes‚ cars‚ etc. You might think they are similar
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Age‚ social class and print media readership among adolescents were related to . ‚ Awareness of Brands and Slogans Stephen K. Keiser Marketers have focused the thrust of many promotional efforts on adolescents. Frequently‚ the objective of these promotional efforts is increased awareness of the brands otTered tor sale by the sponsor oithe promotional etTort. In order to assure maximum return for the marketers ’efforts‚ it seems necessary to assess the degree to which the awareness objective
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love does your brand enjoy? Some research based thinking for Valentine’s Day from The Buzzz In 2008 a client once said to us that they wanted their brand to become ‘the most loved brand’. It seemed initially like a quaint mistranslation from someone for whom English was not a first language‚ but on reflection it led the team at The Buzzz to think more about the nature of brand relationships and whether in fact there was a way to compare the emotional context of a customer brand relationship with
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