Brand Management Part 1 Lecturer: Francesco P. Veneziano Submitted by: Neyn 002FM005 11th June‚ 2008 Page 1 Contents Introduction Executive Summary The Company History Milestones Locations over the world Page 3 Page 6 Page 9 Page 9 Page 13 Page 17 Actual Marketing Marketing mix (4ps) SWOT‚ PEST analysis of the company Brand Strategy Doctrine Page 18 Page 18 Page 28 Page 36 Financial (3 years) Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007)
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from the beloved Disney classic‚ The Little Mermaid (Clements). It is no mystery that Disney is responsible for some bad morals of today’s youth. The question is how? With so many great lessons in the original content and many others wasted on the antagonist‚ they somehow ended up with some terrible morals in the final product. How did Disney mess up their morals? The original content in Disney movies may have presented better morals than the movies themselves. Had Disney followed their
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“New exciting ideas and perspectives on brand building!” Philip Kotler 4TH EDITION THE NEW BRAND MANAGEMENT Creating and sustaining brand equity long term STRATEGIC J N KAPFERER I THE NEW BRAND MANAGEMENT STRATEGIC ii ‘After reading Kapferer’s book‚ you’ll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.’ Philip Kotler‚ Northwestern University ‘A real
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accessories‚ а lot of companies go out on a limb when it comes to business decision or management strategies with Nike Corporation. Nike is а powerful company. Nike Corporation is a well managed company in а striking industry‚ the company has a strong brand image‚ and they are effectively capturing the value shaped from their savings. Modern superior ways to make products are significant in today’s Apparel companies‚ both to be efficient and to be able to make hi-tech products. Nike is dependent upon
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Brand as a Person: "You now have to decide what ’image’ you want for your brand. Image means personality. Products‚ like people‚ have personalities‚ and they can make or break them in the market place." - David Ogilvy A brand can very well be compared to a person. Just like people a brand has a personality. Starbucks’ is sociable‚ youthful‚ outgoing‚ and friendly. A refreshing freshness‚ warmth‚ and comfort is demonstrated through their service interactions‚ their packaging‚ their décor‚
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“Dreams really do come true” - Disney Disney Channel is meant to educate and provide entertainment to families and children of all ages. As the years have progressed‚ the content shown on this family network has drastically changed. The movies‚ television shows and the messages portrayed through the programs are targeted towards older audiences rather than younger age groups who are actually watching them. Movies are a great way to escape reality and slip into a “fantasy land” for a couple of
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Critical Brand Evaluation MM36620 A brand is not a logo; a logo is just a symbol that represents the brand. A brand is not a tagline; a tagline is an expression of the brand. It is not a product; a product is a tangible representation of the brand. While products come and go over time‚ brands can live indefinitely; your brand is derived from who you are‚ who you want to be and who people perceive you to be. A brand can be defined as ‘A name‚ term‚ design‚ symbol‚ or any other feature that identifies
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examines the brand management of Gucci‚ as one of today’s most prominent luxury brands. Based on literature it first looks at definitions of luxury and luxury brand equity as an expression of dream value. Then it explores the identity‚ brand building‚ brand architecture‚ brand stretching and strategies Gucci follows in each of its segments. In the light of the latest recession‚ it looks at the response strategies of the brand and sheds light on the communication challenges‚ the brand faces in reconciling
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4 May 2011 The Importance of Brand Identity “A great brand raises the bar - it adds a greater sense of purpose to the experience‚ whether it’s the challenge to do your best in sports and fitness‚ or the affirmation that the cup of coffee you’re drinking really matters.” -Howard Schultz‚ CEO of Starbucks Whether you want to admit it or not‚ each and every one of us has been swayed by a particular brand at one point in time. It may have been due to a strong advertising
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Strong Brands Sue Dean Interbrand’s Top Global Brands http://www.interbrand.com/best_global_brands.aspx Group Discussion Think of a powerful brand What factors make it successful? Brands - Many definitions….. “A brand is a product or service made distinctive by its positioning relative to the competition and by its personality” Hankinson & Cowking Building Strong Brands • Strong brands have a strong identity / personality which are built on a unique set of brand associations
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