controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. The issues that endorsements create when they are associated with a famous athlete or another world-renowned celebrity do not hurt their brand equity or their message. The reason being‚ although this individual made a mistake‚ he is still the epitome of a man who needs the products. Some may argue that it ultimately hurt the brand image‚ but the company continued to be the largest
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Branding strategies in FMCG Chandranshu Charan 09ESHYD011 Branding strategies in FMCG Contents 2 Acknowledgement .................................................................................................................................... 3 Objective- ................................................................................................................................................ 5 Methodology .....................................................................
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2% gains in volume share after migration from Ego to Axe and 93% distribution to major retailers in 4 weeks. Our annual objective is to maintain ±9% volume share growth. The long term goal is to extend the brand inot other markets through product development and to take over a competitive brand e.g. Sarah Lee‚ this can help us get a foot into other markets we are not currently market leaders in. Table Of Contents | Number | Topic | Page | 1 | Executive Summary | 1 | 2 | Situational Analysis
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and Answers 1. How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brands existing personality and image? Snapple’s brand image can be characterized “New Age” (pg. 329). Snapple was a nationally recognized brand on the rise in the beverage industry. Their brand image reflected on the quality of naturally flavored drinks which improved marketing efforts‚ product differentiation
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(Kotler‚ 1998; Blattberg and Neslin‚ 1990). “Successful promotions reflect brand image and objectives” (Kendrick‚ 1998). Gift offers and promotion can result in better brand image but only if they relate to the brand. Gift promotions are used to influence attitudes and purchase intentions of potential consumers either to maintain or increase purchase intentions. “Offering a gift that fits with the product and using high equity brands is a wise strategy to positively influence purchase intentions” (Montaner;
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About the Brand Costa Coffee is a fast growing global coffee venture. SWOT Analysis for Costa Coffee Strengths Weaknesses Family friendly e.g. Babyccino Costa Express 800 more stores than closest competitor- greater physical presence Responsible brand image - Costa Foundation‚ Rainforest Alliance Few international stores Very fixed menu Opportunities Threats Targeting different consumers with different product line Continued expansion Expanding different consumer market Cooperation
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CBBE Pyramid Powerful brands create meaningful images in the minds of customers (Keller‚ 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al.‚ 1993; McEnally and de Chernatony‚ 1999). A brand is a bundle of functional‚ economic and psychological benefits for the end-user (Ambler‚ 1995). Brand equity‚ as defined by Keller (1993)‚ occurs when a brand is known and has some strong‚ favourable and unique associations in a
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2/9/2012 Table of Content Company Background SWOT Marketing Mix Main factors of Banyan Tree’s Success Brand & Communications Strategies Brand Portfolio Social responsibility Potential problem from new market: Americas‚ Europe‚ and the Middle East Company Background Established in early 1994 by Ho Kwon Ping & his wife Clarie Chang Operate in the boutique resort‚ residences and spa industry and provide naturally-luxurious‚ ecological‚ culture-sensitive experiences. Manage 25 resorts and hotels
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Explain why it is important for marketers to understand the concept of branding. Discuss in detail concepts branding‚ brand positioning and brand equity and explain some brand strategies such as brand extension or brand stretching. Introduction. It is imperative for marketers to understand the concept of branding as it is the process which will identify and differentiate a company ’s product or service from the competition (Jobber‚ 2010). In our developed economy the competition and the offer
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Chapter no.8 Identifying Market Segments & Targets No. of Group members=5 From: Mallas 1- The Marketer does not create segments; the marketer’s task is to identify the segments and decide which one(s) to target. 2- (T/F) 3- A flexible market offering consist of two parts: a naked solution and discretionary options. 4- 5- (T/F) 6- 7- 8- A market segment consists of a group of customers who shares different set of needs and wants. 9- 10-
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