companies; at the same time local companies may also achieve competitive success based on a deeper understanding of the local consumers ([9] Ger‚ 1999‚ p. 70). Several key reasons support why companies pursue a global strategy in branding. Manufacturers often pursue global branding strategies for its inherent benefits like economies of scale and scope in R&D‚ manufacturing and marketing ([29] Yip‚ 1995). Further‚ global brands are strategically appealing to a growing segment of consumers around the world
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INTRODUCTION Since the late 80s‚ brand equity (BE) has been regarded as one important marketing concept in both business practice and academic research as it gives marketers more competitive advantage through successful brands (Lassar‚ Mittal‚ & Sharma‚ 1995‚ p. 11). Although there are many researches about brand equity carried on by numbers of authors‚ most of their conclusions are consistent with Farquhar’s concept of brand equity as “the value added by the brand to the product” (Srinivasan
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Sausage Company has hired a new Ann Banks as product brand manager. Steven Sears‚ VP of Marketing‚ has given Ms. Banks the Vivio Italian sausage. This product is on a slow gain and awareness among consumers. The company has recently released their branding company and needs Banks to increase awareness in the new product. Yet‚ Banks needs to do some heavy research before she can make a decision on the future promotion of the Vivio line. Banks learns that not much has been done to promote the new
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MKTG 211 - Case #2 - Individual Assignment - Banyan Tree: Branding the Intangible* Case Overview: Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. Now‚ the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity
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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
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associated with their capability to manage successfully their brand name (“Branding”). Play good football Any football team that pretends to be one of the best in the world has to play good football and have good players in order to be attractive and credible to its public. One of Manchester United’s strength is that they own the best players in the world. One of Manchester United strategy is to buy the best players. Branding Manchester United has created a strong brand name associated with
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Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers This article briefly states the idea of brand internationalization. Whether brands should localize themselves based on the tastes of the market or they should keep their identity intact. The author‚ Craig Briggs states that certain risk is involved when a global company tries and changes too much as per the local tastes. The articles also stresses on instances from the past on Global companies like Starbucks
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challenge of four different brand strategies. Lenovo desired to clearly communicate an authentic value proposition for the newly combined resources of their firm. With this‚ we would recommend a Synergy branding strategy in the short term and a Master Brand approach in the long term. We feel this co-branding approach will further align Lenovo’s brand to their mission of “putting more innovation in the hands of more people so they can do more amazing things” by creating broader consumer appeal and greater
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and geographics where they are successful and what changes can be implemented to achieve growth. Market positioning strategy will determine consumer buying behaviors‚ innovative product life cycle recommendations‚ and necessary strategic alliances. Branding strategy will also be evaluated to determine if target segments are responding to Toyota’s initiatives. Target Market Toyota is operating worldwide in the largest developed and developing countries. Each of these represents a different market that
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ID # 14388 Dated: 1 Oct’ 2014 ASSIGNMENT#2: CUSTOMER BASED BRAND EQUITY MODEL Branding Strategies: Marlboro is known to be the world’s best selling Cigarette brand in the World. It was the first cigarette brand which was launched in 1904 almost 110 years back from now by the parent company Philip Morris International. Their Branding strategies should be more focused on Design and style of Marlboro packets which comes in the performance dimension of CBBE
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