COMPANY Case ESPN: The Evolution of an Entertainment Brand In the 2004 movie Anchorman character Ron Burgundy ( Will Ferrell) auditions for a position on SportsCenter with the very new and lit-tle known network‚ ESPN ( Entertainment and Sports Programming Network). The year was 1979. After pronouncing the name of the network “ Espen‚” he then is shocked to find out that ESPN is a round- the- clock sports network. Through his laughter‚ he asserts that the concept is as ridiculous as a 24- hour
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describe what the ESPN brand means to consumers. ESPN stands for Entertainment and Sports Programming Network. To consumers the ESPN brand means quality sports entertainment. It is a way to provide to the sports need of consumers. It is easily accessible to extend its brand by reaching consumers through various methods such as television‚ radio‚ internet‚ and mobile. Through televison‚ ESPN was one of the first networks to break new in HDTV with simulcast service for ESPN and ESPN2 and it still
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MKT 550 Case Study #18 1. In a succinct manner‚ describe what the ESPN brand means to consumers. ESPN stands for Entertainment and Sports Programming Network. Consumers associate ESPN with excellence in the sports entertainment business. ESPN satisfies the need for sports to customers. ESPN broadcasts by utilizing television‚ internet‚ radio and mobile. Television was step one for ESPN. ESPN was the first sports networks to take advantage of HDTV with simulcast service for ESPN and ESPN 2 and
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ESPN – Case Questions 1. Describe ESPN’s business design (product-market breadth and depth). Identify and describe its assets distinctive capabilities. 2. Critically evaluate ESPN’s brand leveraging initiatives. In other words‚ how has the ESPN brand meaning evolved (broadened) through extending the brand into new categories? What are the benefits of product development through sub-branding (associating new brands/products with ESPN)? What are the potential risks for ESPN and its new brands
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set to the concept of beauty. Dove used in its campaigns oversized models and elderly women in order to convey the message” Dove shifted from broadcast media to digital media‚ such as YouTube videos and written blogs. A short movie called evolution was the proof of success as it was viewed 3 million times during three months (it is viewed 15 388 230 times today!). The wide exposure of the digital controversial campaigns gave dove free media on TV‚ blogs‚ social networks. TV shows like
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Dove: The Evolution of a Brand 1. What is a brand? Why does Unilever want fewer of them? Brands‚ as defined by Silk are names or symbols that marketers have introduced to make product differentiation concrete. Branding is a process by which both a brand and brand identity are developed and established on a market‚ it involves selecting and blending tangible and intangible attributes to differentiate the product‚ service‚ company or brand in a meaningful and compelling way. Brand Equity is
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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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Dove: The Evolution of A Brand Case Study Before Unilever transformed Dove into an iconic Masterbrand‚ it was a functional‚ recognizable brand. In order to market a new product to consumers‚ Dove had a competitive advantage. Introduced as a revolutionary form of soap‚ Dove swept the market in 1957 when it launched its beauty bar‚ a new formula. The beauty bar removed Dove from the cognition given to a regular bar of soap. It was not ordinary soap‚ which was now “old-fashioned”; it was a
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Dove: Evolution of a Brand Question: Imagine you have oversight of Dove marketing management. How would you answer to the comment that Dove started a conversation with consumer “that they don’t have control of”? Is the brand “out of control”? Is Dove making a “risky bet”? Symptoms: ▪ Unilever was the world’s largest producer but lacked a unified global identity. ▪ Problems of control as Unilever has managed brands in decentralised fashion allowing direction to be set by brand
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ESPN CASE 1. ESPN brand to consumers is quality sports content media that is available to sports fans giving them what they want anytime‚ wherever they are; is a brand that is brash‚ tech savvy‚ creative‚ and innovative. Its mission is to reach and make sports fan happy. 2. ESPN is selling an all-sports network‚ a multiplatform brand with high quality content of sporting events that are on demand. The core benefits for ESPN channel alone is currently more than 96 million homes‚ it is only
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