KOZMINSKI UNIVERSITY Strategic Brand Management Group paper Red Bull Building Brand Equity in Non-Traditional Ways Marcin Dubinski 24768; Stella Smejda 24518 Damian Bukowinski 25478; Michal Kaminski 24510 25-11-2012 Academic Year 2012/2013 Semester: Fall We hereby certify that We are the authors of this paper and all sources We used have been reported. -------------------------------------------------- Signature © Kozminski University 2012
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Brand Equity – is the set of assets and liabilities linked to the brand. The conceptualization of brand equity‚ which occurred in the late 1980’s was pivotal because it changed the way that marketing was perceived. Brand Awareness – is assets that can be extremely durable thus sustainable. It can be very difficult to dislodge a brand that has achieve dominant awareness level. Brand Loyalty - An existing base of loyal customers provides enormous sustainable competitive advantages. It reduces
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Integrated marketing communication The Integrated Marketing Communications (IMC) approach is becoming so popular among marketers. But why is the IMC so welcomed by most marketers? There are many reasons. The most fundamental reason is that marketers are recognizing the value of strategically integrating the various communication functions rather than having them operate autonomously. By coordinating their marketing communication efforts‚ companies can avoid duplication‚ take advantage of synergy
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Sciences (IJFPSS) ISSN:2231-9484 IJFPSS‚ Vol 3‚ No.4‚ pp. 63-70 ‚Dec ‚ 2013 DOI:10.14331/ijfpss.2013.330037 http://dx.doi.org/10.14331/ijfpss.2013.330037 S. Khani The Relationship of Appliance Consumer Personality Trait‚ Brand Personality‚ Brand Loyalty and Brand Equity in the Mobile Phone Industry Sajad Khani*1‚ Seyyed Mahdi Imanikhah2‚ Hamed Gheysari3‚ Seyyed Saadat Kamali4‚ Tahereh Ghorbanzadeh5 1 Faculty of Management‚ Allameh Tabatabaei University‚ Tehran‚ Iran 2 Faculty of Management‚
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Introduction A brand defined as “a name‚ term‚ sign symbol‚ design or a combination of these‚ that identifies the product or services of one seller or group of seller and differentiates them from those of competitors.” (Kotler and Armstrong 2009) Building brand can bring a lot of benefits for customers and business. It helps customers to differentiate products from others. Also‚ branding helps business to differentiate a company from its competitors and acts as means of positioning. Additionally
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for sale. • Brand Manager: Brand manager is responsible for the consumer analysis to determine the overall demand of the company’s product in any market. Brand managers are generally responsible for building brand equity of the product or the line of the product with the help of different departmental teams in the company. They are also responsible for analysing companies overall demand of the product among the customer’s and to create a promotional tactics that will build the brand image of the
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Red Bull’s Brand Equity Advance Brand Management class of 2012 fall Presentation Index Introduction Red Bull concept of brand equity How can Red Bull maintain brand equity? What marketing strategy should they use? Would you recommend that Red Bull develops brand extensions? What would the benefits and risks be? Introduction •Red bull GmBH‐Founded in 1985 by Dietrich Mateschitz •Launched in Austria in 1987: Slogan “Red Bull gives you Wings” •1997: available
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Chapter 10 Brand extensions Good or Bad: Brand extensions are a good business growth strategy as it allows the company to organically grow revenue. However‚ extensions must be carefully evaluated and chosen to ensure that the related affect is what is expected. For example‚ the company needs to make sure that any extension to the brand supports those brand elements or attributes that customers associate with the brand. Any product extensions that conflict‚ deteriorate or dilute the brand. Brand
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The New Beetle – Case Study Contents The New Beetle – Case Study 1 Introduction 1 1. The meaning of the VW brand 1 2. The appeal of The New Beetle 3 3. Why the positioning decision is termed “Mission Impossible?” 4 4. What are the advantages and disadvantages of the different positioning options? 6 5. How would the pricing and media selection choices be affected by the positioning of the car? 7 Conclusion 8 Introduction The case under discussion in this assignment is “The New
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clear that strong brand-building skills are needed to survive and prosper. In David Aaker’s pathbreaking book‚ Managing Brand Equity‚ managers discovered the value of a brand as a strategic asset and a company’s primary source of competitive advantage. Now‚ in this compelling new work‚ Aaker uses real brand-building cases from Saturn‚ General Electric‚ Kodak‚ Healthy Choice‚ McDonald’s‚ and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is
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