Strategic Brand Management Case study: Harley-Davidson Contents Question 1 3 Question 2 5 1. Brand elements 5 2. Criteria 6 Question 3 8 1. Custom Vehicle Operations program (CVO) 8 2. Harley Owners Group (HOG) 8 3. Bar café 8 4. Exchange of motorcycle 9 5. Companies can learn from H-D 9 Question 4 10 1. Definitions 10 2. Equally successful 10 3. Non-equally successful 10 4. Co-branding or not? 11 Question 1 -------------------------------------------------
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image which is the prime goal of an organization. It is a process of training the employees and makes them understand their responsibilities and their duties with proper motivational factors to reach and build good brand image of the organization with customers. The employee brand is the image presented to an organization’s customers and other relevant stakeholders through its employees. The employee branding process is predicated on achieving and maintaining message consistency throughout the
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organizational structure of Universal Luxury’s brands and R&D? ULV Organization: In order to pursue business unit and brands objectives of making savings on product development and encouraging cross-pollination of innovation across brands‚ Perfumes and Cosmetics division adopted to have both centralized organization for R&D function and decentralized organization structure for brand business units. With its mixed structure‚ ULV is expecting 1) to give each brand full freedom to develop its markets
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environment‚ there was actually no major concern to the consumers about filtering the tap water until it became an issue. During the decade of 90’s‚ the sensitivity people showed about some health-related accidents helped Brita to easily increase their brand awareness to the public and create a significant market. As the market grew and the product became popular‚ a lot of people perceived Brita pitcher as a present for their friends and close ones. [Exhibit 6] Retail Market Shares (United States‚
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food drinks market‚ and is currently a Rs1‚000 crore brand in India Brand story: From a drink that was supposed to promote a good night’s sleep to one that can help children grow taller‚ stronger and sharper‚ Horlicks has come a long way. Simultaneously‚ its brand image‚ too‚ has changed—from a fuddyduddy‚ boring health drink recommended by doctors to something that is nourishing‚ and enjoyable. In 1992‚ as its market share grew‚ the brand extended itself to a new product—Horlicks Biscuits.
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well. Adidas Corporation is one of the famous marketers of sports apparel and athletic shoes among others. The founder of Adidas‚ Adi Dassler through his own marketing strategy which rests on a favourable brand image‚ has evolved into a large multinational enterprise. In order to keep with the brand image‚ Adidas came out with the distinctive logo and its advertising logo‚ “Impossible is Nothing” and being successful until today. From the marketing perspective‚ there are five major factors that could
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Global vs. Local Brands: The Indian Car Industry By Shyamala Mathan Sankar 2006 A Dissertation presented in part consideration for the degree of MA Marketing. 1 Consumer Perception of Global vs. Local Brands: The Indian Car Industry Abstract Key words: Consumer Perception‚ Global brands‚ Local brands‚ consumer preference‚ Country-of-origin‚ foreign brand‚ globalness‚ Consumer ethnocentrism. This study examines consumer perception of global brands vs. local brands in the Indian
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MARKETING PROJECT Prof. Kiran Sharma MARKETING PROJECT Prof. Kiran Sharma INSTANT SNACKS INSTANT SNACKS By- Anuraag Boob Richa Garg Sohail Jain Priyal Shah Saurabh Sharma Ruchi Vyas INDIAN SNACKS INDUSTRY Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is described as a Small quantity of food eaten between meals or in place of a meal. Snack food
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Product and Brand Decisions Basic Product Concepts -A product is a good‚ service‚ or idea -Tangible Attributes‚ you can touch it -Intangible Attributes‚ feeling you have from it -Product Classification -Consumer goods -Industrial goods Product Types -Buyer orientation -Amount of effort expended on purchase -Convenience-Gum @ a convenience store -Preference- You know what you like and what you want to get -Shopping -Specialty- anything
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EXECUTIVE SUMMARY: This project is performed at ACC concrete ltd‚ Bangalore. The project focuses on studying the effect of brand image on ACC concrete mix. This project will show ACC concrete ltd an insight into the market and try to find the major factors expected by the consumer while purchasing concrete. In this project descriptive research have been used and observe how brand image of ACC has influenced people to purchase concrete products from this company. Concrete is a mixer of aggregate‚ cement
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