Title: Brand Management Maximum Marks: 80 Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9. 1. Case Study : (Compulsory) BURNOL Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of turmeric‚ the traditional burns-relief remedy. The brand has been
Premium Brand Brand management
A STUDY OF BRAND BUILDING ACTIVITIES FOLLOWED BY FUEL MARKETING COMPANIES.( QUESTIONNAIRE FOR DEALERS) Q1: Please tick mark against the company whose dealership you have a) HPCL b) BPCL c) IOCL d) Other ( Please specify)----------------- Q2: Kindly indicate (tick mark) the location of your retail outlet a) Within the City b) On the Highway Q3: Which type of fuel do the consumers use the most ? (Please tick) a) Branded b)
Premium Brand Retailing
Mercier du Paty de Clam Laetitia (10902550x) Analyze the advantages and disadvantages of using a global brand name INTRODUCTION Nowadays the global market is quite attractive for high competition environment. In order to be visible in global market‚ brands can be used to play an important role. From marketing point of view‚ brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential
Premium Brand management Branding Brand
Dove did what it does best all over the world - not use supermodels to endorse the brand. Rather it got real women who used the product to give testimonials of their experience with the brand. In India‚ Dove’s brand team in the 1990s‚ led by Harish Manwani‚ now Unilever’s president ‚ Asia‚ Africa‚ Central & Eastern Europe‚ decided to adopt the same line of thought for the Indian market too. "In some ways the brand was the opposite of Lux‚ the beauty bar of film stars. Dove showed beauty in ordinary
Premium Unilever
Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers This article briefly states the idea of brand internationalization. Whether brands should localize themselves based on the tastes of the market or they should keep their identity intact. The author‚ Craig Briggs states that certain risk is involved when a global company tries and changes too much as per the local tastes. The articles also stresses on instances from the past on Global companies like Starbucks
Premium Brand management Brand Branding
Who knew that in today’s world a personal care product would actually promote natural beauty? Dove attempts to turn portrait drawings into reflections of true beauty in their experimental commercial. A retired FBI forensic artist sketches women based on how they describe themselves. Throughout this process‚ the viewers of the ad can tell they feel uncomfortable describing their own physical features. They are dismissed with no further instruction. Another group of people come in and instead of describing
Premium Woman Audience Confidence
2008 JOHN DEIGHTON Dove: Evolution of a Brand In 2007‚ Unilever’s Dove was the world’s number-one “cleansing” brand in the health and beauty sector‚ with sales of over $2.5 billion a year in more than 80 countries. It competed in categories that included cleansing bars‚ body washes‚ hand washes‚ face care‚ hair care‚ deodorants‚ anti-perspirants‚ and body lotions. It competed with brands like Procter and Gamble’s Ivory‚ Kao’s Jergens‚ and Beiersdorf’s Nivea. Dove had recently launched what
Premium Advertising Brand management Brand
experience is part of their effort in building brand loyalty. As you can see from the pictures‚ every bed in the store are occupied‚ with children and adults falling asleep. IKEA does not discourage this. They realize that the more customers choose to relax in its showrooms‚ the more likely they will have positive attitude towards its brand and make a purchase once their incomes catch up with their aspirations. In contrast‚ competitors lack building brand loyalty. 11-furniture‚ has successfully
Premium Brand Globalization Western culture
Effective Campaigns: Dove “ Campaign for real Beauty” I find the Dove “ campaign for real beauty” supremely effective and powerful. The campaign consists on taking real woman‚ as opposed to supermodels‚ to be the model in their commercials. In the campaign‚ we can see women that may be not to pretty or not to skinny to be models‚ but because Dove enforces real and common beauty‚ we perceive them as such. As happy and proud women of their bodies‚ even though they are not the perfect stereotype of
Premium Stereotype Mass media Target market
sexy‚ young models demonstrating a product and depicted as beautiful. The Dove Pro-Age Campaign is different and shocking to the eyes of US media that it was banned in the US because it showed too much skin. Or is it because of the American media thinking that it would affect the other beauty products being advertised since it didn’t portray the norm of the American beauty? That is what I think. The product line of Dove Pro-Age is being advertised in the commercial. It is also advertising the
Premium Advertising Mass media