a. Competition situation Product Length Competitor Product width TV/audio/video Television Sharp‚ LG‚ Philips‚ Panasonic‚ Sony Blu-ray Home theater Camera/camcorder Camera Canon‚ SONY‚ NIKON‚ Panasonic‚ Kodak‚ Fuji‚ Olympus Camcorder Home appliance Refrigerator‚ LG‚ SONY‚ Whirlpool‚ Electrolux Washing Machine‚ air conditioner Mobile device Mobile Phone & Smartphone Nokia‚ RIM‚ Apple‚ LG‚ Sony‚ HTC‚ Huawei Tablet Apple Computer/printer
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LUXURY BRAND MARKETING What is LUXURY? While the word ‘luxury’ is used in daily lives to refer to certain lifestyle‚ the underlying construct’s definition is consumer and situation specific. If you earn less than 15000 a month‚ a pair of reebok shoes would be a really big luxury item for you. On the other hand‚ if you are going to a party with some big-wigs a $100‚000 car may not be a luxury. The word luxury originates from the Latin term “luxus” signifying‚ “soft or extravagant living‚ indulgence
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1) Why does Unilever want fewer brands? First of all let’s define what we mean does “brand” mean? I think brand is the practical‚ emotional‚ or instinctual response that is stimulated in the brain by a product or company. Brand is the image and feeling that get to people minds and hearts when they hear‚ smell‚ see and think of your name‚ product‚ and benefit. A brand may identify one item‚ a family of items‚ or all items of that seller. If used for the firm as a whole‚ the preferred term is trade
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Consumer perceptions of store brands versus national brands Abstract Purpose – The objective of this study is threefold. First‚ the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second‚ the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third‚ they want to find out whether store patronage
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distinctive hotels worldwide with a strong brand image that makes each property unique. The dilemma found in this case is whether to keep the current individual branding strategy or create a corporate branding strategy‚ without undercutting the distinctiveness of each hotel. To do so the following points will be covered: Recommendation on individual versus corporate branding strategies. Qualitative analysis considering pros and cons of each branding strategy Quantitative analysis estimating the impact
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Brand Market Expansion: Dissertation Proposal 1 Abstract This research study is based on the theme of brand expansion of a luxury fashion brand called Kenzo‚ which was initiated by Kenzo Takada‚ a famous fashion designer from Japan. The aim of this research study is to identify a new market for Kenzo for its market expansion. In this study‚ marketing strategies and market entry modes have to be selected for Kenzo’s expansion to those countries where the brand has not set its footprints yet. Country
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Veet‚ world’s No.1 depilatory brand was launched by Reckitt Benckiser in India in 2004. Its competitors include Anne French‚ Fem and other local players such as V John‚ Nair and Jolen. Its brand personality includes the traits of ‘Beauty’‚ ‘attractive’‚ ‘success’ & ‘modern’. The brand has captured a significant market share in the hair removal category‚ that too in a very short span of time. However the use of depilatory creams in India is mainly associated to hygiene depilation rather than beauty
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Contents I. Introduction 2 II. Brand 1. Definition of Brand 3 2. What Makes a Brand Great 4 3. Brand as a Business Asset 6 III. Global brand 1. Globalization and Brand 7 2. Brand Building Focus on the Brand Identity 7 IV. Building Brand with Brand Advertising 1. Building Brand – The Role of Sponsorship 10 2. Building Brand – The Role of Web 13 3. Building Brand – The Role of Media Advertising 14 V. Conclusion 15
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Linda Harris Brand manager AREAS OF EXPERTISE Increasing brand awareness Category management initiatives Hospitality industry Brand management Brand strategy Market Research Brand compliance Working in the marketing department of a well known cosmetics brand and involved in make recommendations for it’s products range‚ pricing and promotions. Involved in helping to differentiate the company from those of the competitio n. PROFESSIONAL Chartered Institute of Marketing (CIM) Institute of Direct Marketing
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creates and complements integrated business‚ brand and marketing strategies. Strategic brand value: Advancing use of brand equity to grow your brand and business Michael Leiser Received (in revised form): 25 April 2003 Keywords: brand equity profiling‚ brand equity management‚ strategic brand drivers‚ price premiums‚ customer loyalty‚ brand extensions‚ financial performance Abstract Businesses that intend to reap the benefits of using brand as a driver of business success need to begin
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