innocent smoothies: Europe’s favourite smoothie brand considers expanding into the Russian soft drinks market. Richard‚ Jon and Adam‚ the three co- founders of innocent were sitting in the board room at innocent’s headquarters Fruit Towers discussing the international expansion they could achieve thanks to the injection of cash from and global experience of the Coca Cola Company . With the goal of becoming the biggest small drinks company in the world‚ they are currently operating in 15 European
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promotional offering satisfying the need of die-hard HOG members. The Posse Ride links riders together into a broad community. The rite of passage provided during various rallies legitimizes premium exclusivity of the Harley brand and lifestyle associated with it. Reinforcement of the brand leads to more sales and profits. In addition‚ it provides our dealers to generate revenue and sell merchandise at stores. Currently only 1 in 1‚000 members took part in 1999 Posse ride. Repeating successful routes attracts
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Global Brand Strategy Unlocking Brand Potential across Countries‚ Cultures and Markets Reviewed by chidinma Ekemezie Author: Sicco van Gelder Publisher: Kogan Page limited Copyright year: 2003 ISBN: 978 0 7494 4469 3 Number of pages: 256 About the Author Sicco van Gelder is the founder of Brand Meta‚ a consultancy firm specializing in global brand strategy. He has conducted projects for clients in North and South America‚ West and Eastern Europe and Asia-Pacific including
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Chap 8 1. Brand (114) -> AMA defines as “a name‚ term‚ sign‚ symbol‚ or design‚ or a combination of them‚ intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” adds dimensions that differentiate the offering in some way from other offerings designed to satisfy the same need differences may be functional‚ rational‚ or tangible---related to the product performance of the brand differences may also be symbolic‚ emotional
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Developing Products and Managing Product Portfolios Chapter 12 What We Already Know About Products • How to define a product • How to classify a product – Consumer v business products – Different types of consumer products • The product life cycle • There are different levels of product: – Core benefits – Branding‚ design‚ quality – Support aspects: guarantees‚ after-sales service What Is Managing Products About? • Ensuring we have the right product mix to maximise
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differentiated products‚ established brand preferences‚ and often high profitability. In some consolidated industries‚ incumbents fight with each other tooth and nail and hurt industry profitability as well as their own‚ as such is the case with the rivalry between Carnival Corps and RCI. Since Carnival’s founding‚ the cruise industry has become more competitive due to increased capacity‚ price discounting‚ and an environment where all the cruise brands are beginning to look and sound alike
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risk while building strategic partnerships and relationships * Franchising is recommended once the joint-venture has been successful‚ once brand recognition has increased and brand image has been implemented * Brand recognition and loyalty need to be built‚ achieved by advertising and conscientious pricing strategies * Important to build brand image as an affluent‚
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Q1.Select any brand and evaluate brand extension strategy followed by the company Ans: Brand Extension can be defined as the usage of an established brand name in new product categories. In other words‚ it is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but for a new product category. This new category to which the brand is extended can be related or unrelated to the existing product categories. Brands use this as a strategy
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ALCOHOLIC DRINKS BRAND DUE TO STRENGTH IN ASIAN AND LATIN AMERICAN MARKETS • Smirnoff holds top position but its once considered unassailable lead is being quickly eroded by an ever strengthening Johnnie Walker. • Johnnie Walker’s performance this year over-shadows all brands in the Power 100. • Every one of the top 16 brands in The Power 100’s Global Mega Brands rankings increased volume in 2011 • Hennessy and Jack Daniels lead with highest brand scores of 76%
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Nivea Case 1. What is the market’s perception of the Nivea family brand on each of the a ollowing dimensions? a. Performance Nivea decided to create a family of products that symbolically could be represented as the “Nivea universe”. The company had a “mono-product” philosophy which means there would be only one product promising consumers universal application in each product category. b. Imagery Early ads established the image of the Nivea woman as
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