The Nine Principles of Branding Supplemental Information for the Branding Essentials Workshop Written By | Greg Stine Table of Contents 2 4 6 Branding at a Glance Branding: What Is All This About‚ Anyway? Branding Principle #1: Keep It Simple Branding Principle #2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6:
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History and Introduction In the early 1990’s‚ when Manhattan was hit by water contamination‚ Bikoff set out to buy bottled water and found that except for the brand name‚ there was very little difference between the different brands of bottled water sold. Bikoff was looking for additional nutritional value rather than plain water. Finding none‚ he started conducting an in-depth study about different companies making bottled water. He found that he could use vapor distillation to create an alternative
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Brand Identity: Their brand name is their signature. “Costa” signifies luxury‚ excellence and perfection. The image of Costa is luxury and comfort with style. The theme of Costa‚ from the brand logo‚ the color scheme of the premises to the entire feel is warm tones and relaxing colors. Their ambience is trendy and soothing as well. According to me Costa is the comfortable place to relax‚ chill‚ spend quality time and have a warm experience which not only brings back customers but through
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Hollister brand actually captures the 18-22 age group. o Capital requirements comparatively low and include manufacture/storage of clothing and liquid assets for retail space and wages. o Products protected by license and trademark logo‚ yet counterfeit/illicit products available. Aggressive steps in place to prevent counterfeits. o Low challenge for entrants to acquire inputs; raw materials are traded commodities. Slightly more challenging to develop distribution centers
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Case Study- Nike 1. Discuss how Nike’s growth can be attributed to its targeting of diverse market global segments. In the 1960’s Nike was only making running shoes. At this point in time not many people knew of Nike or the Nike swoosh. In order to increase brand awareness‚ they started paying athletes to wear their shoes. However‚ very soon Nike learnt that in order to be a global brand they needed to appeal to different market segments‚ not just athletes. Hence‚ they then decided to tap
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that is presented. The values portion is most important because it creates connection with the consumer but physical looks can attract new consumers before they can infer said values of a brand. Values can be noticeable as simply as in the brand logo or more difficult what a brand stands for on an emotional level. One example of values represented in the brand slogan is that of Caterpillar‚ the heavy equipment manufacturer and their newly developed clothing and apparel line. Karjalainen and Snelders
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Jennifer Xing 1. The disadvantages of Chateau de Vallois going into the cheap wine market 1) Launching a new product‚ and entering a new market will require large investment upfront‚ for doing research‚ hiring new staff‚ acquiring new land. 2) It is a risky investment since the new product market is very unfamiliar to the company. The market‚ competitors‚ consumer preference‚ even the climate is unfamiliar for the company. 3) The launch of cheap wine may hurt the brand image of
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Knowledge can be attained through reason‚ morals of right verses wrong‚ and controls of divine powers: these traits‚ for which Stoic philosophies and Christians see virtuous spirits traveling the earth searching for answers of certainty through truth from fallacy. In Seneca’s “Letters from a Stoic” and “The Gospel to Mark and The First Letter of Paul to the Corinthians allows for contextualization and interpretation: further more‚ today we can analyze their beliefs by comparing and contrasting the
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Define the three major rhetorical appeals? Ethos – is a plea to ethics and the means of convincing somebody of the personality. Pathos – is a plea to emotion and a way of persuading spectators of an argument through making an emotional reaction. Logos – is a plea to logic‚ and a way of convincing spectators in motive. 3. Define what the goal of a Rogerian Argument is? goals are identified and opposing views are described as objectively as possible in an effort to
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Mercier du Paty de Clam Laetitia (10902550x) Analyze the advantages and disadvantages of using a global brand name INTRODUCTION Nowadays the global market is quite attractive for high competition environment. In order to be visible in global market‚ brands can be used to play an important role. From marketing point of view‚ brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential
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