What is a brand? A brand is 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 form those of competitors Essentially a marketer’s promise is to deliver a specific set of features‚ benefits and services consistently to the buyers Cadbury’s best tasting chocolate constitutes the main ingredient of much of these products including everything from solid blocks to chocolate filled bars
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1990’s‚ Tata Steel was Asia’s first and India’s largest integrated steel producer in private sector. In 2003‚ Tata Steel declared a turnover of Rs 98.44 billion with a profit after tax of Rs 10.12 billion. Q1. Discuss the reasons for aggressive branding and marketing by Tata Steel of its products in early 2000’s? 1. The first reason was to reduce the dependence of Tata Steel on the external environment. The profitability of steel industry in India is strongly linked to variations in business
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Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations suzan bakri hassan mohamed soliman abdel hamid Fayoum University‚ Egypt h o s n y a l b o h a i ry Authority Office‚ Alexandria‚ Egypt s u p p l i e r s a n d o r g a n i z e r s in the tourism sector seek to attract tourists by differentiating and marketing their products and services. While developing their marketing and sale methods they are now more and more using branding as one of their major
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Landmark Square‚ Stamford‚ Connecticut 06901‚ paul_carbonneau@mckinsey.com Robert Moore‚ Bill Reeves Dell Inc.‚ Mail Stop 6363‚ Austin‚ Texas 78682 {robert_a_moore@dell.com‚ bill_reeves@dell.com} The Tauber Manufacturing Institute (TMI) is a partnership between the engineering and business schools at the University of Michigan. In the summer of 1999‚ a TMI team spent 14 weeks at Dell Inc. in Austin‚ Texas‚ and developed an inventory model to identify inventory drivers and quantify target
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significant aspect to any organisations success. Dell computers‚ one of the leading companies in computer market operates in over 130 countries world wide (www.dell.com.au). They have made critical changes to their marketing and human resource strategies in the recent years‚ which have provided them with a positive outcome in the world market (Stewart‚ T.A.‚ O ’Brien‚ L. 2005). Among the various external factors which affect the strategic objectives of Dell computers‚ three significant factors namely
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Employer Branding: Super happy people 01/01/06 [pic] Recent research shows that employees at companies with the strongest brands are happier at work. But do brands really drive people - or do people drive brands? Caspar van Vark reports. If you want your employees to be happy‚ loyal and hardworking‚ there’s now a shortcut to achieving it. Get your company on the annual Business Superbrands list. Apparently‚ people employed by these companies go to work with a spring in their step. That’s according
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to strengthen Points-of-Difference Associations by satisfying customers’ expectation and need more. Source: http://online.wsj.com/news/articles/SB10001424052702303825604579515802238919732 Article 2: It’s Brooklyn‚ Basketball and Branding as Nets Head to London A NBA basketball team‚ Brooklyn Net’s‚ plans to boost its brand awareness to the world by matching in the foreign countries. As the Basketball has been getting internationally famous‚ and as many foreign players have
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business activities that involves the firms one or more marketing mix decisions across national boundaries. At its most complex level‚ it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe. Branding in developing countries: Opportunities: developing countries are the big markets due to the high number of population that make it a target and attractive by the firms from developed countries. Such companies should build up their
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direct business model is one in which a company bypasses the dealers in the supply chain and supply directly to the customers. The company following a direct business model treats suppliers and service providers as if they are inside the company. Dell uses this Direct Business Model very efficiently. It buy passes the dealers in the supply chain building each to order. It uses technology to blur the traditional boundaries between users‚ suppliers‚ manufacturers. This model is named virtual Integration
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America to cope with the declining of domestic markets (Belgium) primarily due to its image of old-fashioned beer. Many consumers became increasingly attracted to the sophistication of premium and specialty beers as a result of Stella’s global branding strategy. 2. Stella Artois appears to be the right choice as the company’s flagship brand primarily because the global volume evolution of the brand seemed quite promising. Stella Artois raised its volume of 97% from 1992 to 1999. The consumers’
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