The Branding of Next-Generation Products Justification for the study One of the firm’s most important marketing decisions is choosing a product name. While previous studies have examined criteria for selecting individual brand names‚ naming decisions that involve multiple product generations have received little attention. There’s a lot of research about new-product branding‚ but as best as we could tell‚ nobody had looked closely at the issue of how to brand a successive generation. (Gourville
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Individual Assignment 3 - OSIM: Building a Global Brand 1)What is the meaning of the brand identity of OSIM? Brand identity of OSIM refers to how OSIM wants its consumers and potential consumers to view OSIM and its products. OSIM wants to improve the quality of life of its customers through the use of OSIM’s products and view OSIM as a leading global brand. What are the different aspects of this identity? OSIM’s brand identity‚ includes its name‚ trademark‚ communications‚ and visual appearance
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marketing‚ hotel management‚ branding‚ and promotion management. • On promotion management‚ the case shows how various promotion strategies and tools of the promotion mix can be applied in practice. In particular‚ the case illustrates how a well designed marketing program can result in successful branding‚ even when little advertising is employed. • In discussing brand management‚ the case provides practical examples of marketing concepts such as corporate branding‚ sub-brands‚ and brand extension
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Executive Summary “Rosewood Hotels and Resorts” is considering a branding strategy to drive growth. The President & CEO‚ John Scott as well as the VP of marketing and sales‚ Robert Boulogne are considering 2 options; namely * Carry out corporate branding effort to create an umbrella brand‚ linking all of their individual properties and increasing cross sales and retention rate * Introduce a reward system to encourage customers of one location to visit other Rosewood properties.
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OVERVIEW Vitasoy Group was established in 1940. Vitasoy aims to maintain the leadership in promoting a superior quality of life through the production of high quality‚ great tasting and nutritious products that will satisfy customers in all markets. VITASOY has spread far beyond Hong Kong‚ and the group’s products sell in over 40 markets around the world - including the USA‚ Canada‚ Mainland China‚ Europe‚ Papua New Guinea‚ Australia‚ New Zealand‚ South East Asia‚ Guatemala‚ Trinidad and Venezuela
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transfer of parent brand awareness and associations to the extension. The transfer of these quality perceptions is the key in umbrella branding. An umbrella brand is a brand that covers diverse kinds of products which are more or less related. It applies also to any company that is identified only by its brand and history. It is contrasted with individual branding in which each product in a portfolio is given a unique identity and brand name. Mr. K.R.Senthilvelkumar‚ a professor at Jansons School
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“Rosewood Hotels and Resorts: Branding to increase Customer Profitability and lifetime value: * Concise executive summary: * Company overview: -Rosewood Hotels and Resorts part of the Hospitality consortium: Leading Hotels of the world → recognition among hotelier + brand promise -Rosewood H&R owns and manages 12 properties worldwide (1513 rooms) -Target market: guests looking for a unique and distinctive luxurious experience -Positioning: unique luxury hotels with a strong sense
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Fort Valley State University Department of Business Administration and Economics Fall 2013 ECON 3393: Labor Economics MW 12:30 pm – 1:45 pm Bywaters Building Room 211 Instructor: Dr. Kristen E. Broady Office Location: Bywaters Building Room 207 Office Hours: T Th: 12:00 pm – 4:00 pm or by appointment on Friday Email: broadyk@fvsu.edu Phone Number: Office: (478)825-6270 Cell: (803)920-3072 Course Description: Students obtain knowledge of the organization‚ functioning
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Executive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture Brands play a critical role in establishing afirm ’svisibility andABSTRACT position in international markets. Building a coherent international brand architecture is a key component of thefirm ’soverall international marketing strategy‚ because it provides a structure to leverage strong brands into other markets‚ assimilate acquired brands‚ and integrate strategy across markets. The authors
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shows that for 1998 - 1999‚ Sunday’s Brand Image creation with high revenue growth in subsequent years while marketing cost kept on varying. Few of the main reasons why Sunday’s Brand Matra and awareness of 1999 could not sustain beyond 2005: 1. Emotional Modifier as “Life Style” & Descriptive Modifier as “Excitement” failed to get reinforced by the Brand Function of “Liberty”. 2. Exhaustion of Locked-Up consumers. 3. Since heavy investment is made on 3G‚ Sunday might have planned to Reposition
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