Business Research Brand orientation and market orientation — From alternatives to synergy ☆ Mats Urde a‚⁎‚ Carsten Baumgarth b‚ Bill Merrilees c a b c Lund University‚ Sweden Berlin School of Economics and Law‚ Marketing Division‚ HWR Berlin‚ Germany Department of Marketing‚ Griffith Business School‚ Gold Coast Campus Queensland 4222‚ Australia a r t i c l e i n f o a b s t r a c t This paper explores the interaction between brand orientation and market orientation. Brand orientation is
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Country of origin‚ consumer ’s Perception and Brand Image Introduction The impact of country of origin (COO) on the consumer ’s perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today ’s business has resulted in unprecedented problems for manufacturers‚ marketers‚ and consumers (L. Y. Lin & Chen‚ 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the firm
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CHAPTER I THE PROBLEM AND ITS BACKGROUND INTRODUCTION Brand preference is one of the most important factors to consider in having a product competition in the market. Most of the company tries to use their brand image‚ brand name‚ and brand uniqueness as their competitive advantage‚ to make their product be on top of the list of other existing brand. Other companies also tries to use advertising that may be of higher cost but may recommend that it will catch the attention of the viewer and be
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considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences‚ seeking to maximize market coverage while minimizing brand overlap and at same time avoiding any brand equity damage‚ as its core consumer segment is quite different from the new targeted consumer segment. With this plan Chris expects that MMBC regains the beer market leadership in the U.S. East Central Region. Also it is important to keep brands identity well defined but complemented avoiding
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Building a ‘Beauty Brand’ Veet India - Beyond Hair Removal Executive Summary The solution attempts to address the transition of Veet from a hair removal brand to a true beauty brand. Starting with a study of the depilatories market in India and Veet’s growth over the years to create a platform‚ the results of the primary research have been presented. The primary research was a combination of questionnaire based research and PAPIs (paper aided personal interviews). The brand awareness of Veet was
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faced‚ a decision or action taken by an individual manager or by an organization at the strategic‚ functional or operational level Mortein Vaporizer: What lies beneath Brand Positioning? Debasis Pradhan and Divya Agrawal H ari Panda‚ the brand manager of Mortein Vaporizer‚ could not keep his mind off the challenges faced by his brand even during an official gathering of colleagues at the Golf ground in Bhubaneswar. He detached himself from the group and went for a quiet stroll as others were busy
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Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________‚ backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 273 Level of difficulty: Easy 2. The strategic branch management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge
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Brand Category and Industry Background Traditional Chinese herbal drinks (“CHD”) have various well known functions such as improving digestive system and smoothing throat. CHD can be obtained from traditional kiosk and recently more and more drink manufacturers has explored the market of bottle packaged CHD such as Hoi Tin Tong and HealthWorks. However‚ none of the brands can succeed in build up a trend for Hong Kong people to develop a habit of drinking bottle packaged CHD when compare with soft
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International Brands: Strategic Implications for International Marketers The article “Real differences between local and International Brands: Strategic Implications for international marketers” by Isabelle Schuiling and Jean- Noël Kapferer focuses on the differences between local and international brands in a globalization context. Specifically‚ the article explains the trend of companies that are concentrating their efforts on developing international brands and are eliminating local brands and whether
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Page Introduction 3 What is Brand Equity? Role of Brands The Scope of Branding Theoretical Perspectives 4 Brand Equity Models Brand Asset Valuator Brand Resonance Pyramid Building Brand Equity Measuring Brand Equity Managing Brand Equity Conclusion
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