Category: L’Oreal is known with its hair care and skincare products. Their products are personal‚ beauty and very high tech. Plenitude is one of the L’Oreal’s first ventures beyond the hair care and cosmetics. The Plenitude consisted of moisturizer with the brand benefit of “Delays Signs of Aging”. In the U.S.A‚ more demand for moisturizer is expected and the company introduced the entire line which was the right action. According to perceptual map of Brand Imagery‚ the product could be considered
Premium Procter & Gamble Brand Trademark
Dove-Constant Innovation is the need of the hour We will analyze the article and tell how Dove has hit the bulls-eye and where with some changes they can be the brand back on top. Dove has been doing well from the business perspective as they are ruling the roost from the Unilever’s stable. Let us analyze the ticks and crosses‚ just to understand where they should do things in an innovative way or stick to the old formulas. * Their marketing campaign for a DOVE according to me was brilliant
Premium Marketing Innovation Procter & Gamble
Does Higher Price Signal Better Quality? INTERFACES presents articles focusing on managerial applications of management practices‚ theories‚ and concepts D P S Verma and Soma Sen Gupta Executive Summary KEY WORDS Product Quality Perceived Quality Purchase Decision Price-quality Relationship With differentiated products‚ consumers may not be aware of the quality and features of the products they buy. They are often unable to make a quality comparison among various brands
Premium Brand Marketing Brand management
Dove: Evolution of a Brand 1. What is a brand? The legal term for brand is trademark. A brand may identify one item‚ a family of items‚ or all items of that seller. If used for the firm as a whole‚ the preferred term is trade name. It connotes consistency‚ a sign of quality and generates loyalty & goodwill. Why does Unilever want fewer of them? Creating a brand is expensive - must focus on the brands with the greatest potential of survival & financial returns. Marketing investment and
Premium Brand Brand management Procter & Gamble
BA 170 Midterm Paper Never settle for second best. And yet‚ since its inception in the Philippine market‚ second place has been Close Up’s niche. Though the brand has indeed been successful in differentiating its use and targets from the irreplaceable number one‚ the dream to finally land the gold continues to linger. Overview of the Brand Close Up was launched by Unilever in 1967 as the first gel toothpaste in the world. The product’s unique structure made it easy to market it as a new
Premium Brand Toothpaste Marketing
Journal of Marketing Management Vol. 26‚ Nos. 11–12‚ October 2010‚ 1037–1056 Do brand names in a foreign language lead to different brand perceptions? Laura Salciuviene‚ Lancaster University‚ UK Pervez N. Ghauri‚ Kings College London‚ UK Ruth Salomea Streder‚ Lewis-Global Public Relations‚ UK Claudio De Mattos‚ Manchester Business School‚ UK Abstract This study examines the effects of brand names in a foreign language‚ country of origin‚ and the incongruence between the two on brand perceptions
Premium Brand management Brand Branding
What is Rebranding? Rebranding is the creation of a new name‚ term‚ symbol‚ design‚ or combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. This may involve radical changes to the brand’s logo‚ brand name‚ image‚ marketing strategy‚ and advertising themes. These changes are typically aimed at the repositioning of the brand/company‚ sometimes in an attempt to distance itself from certain negative
Premium Brand Trademark Brand management
Lacoste: History and Brand Identity Created in 1930 by Rene Lacoste‚ a tennis player‚ the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence‚ the brand won’t extend his product line so much. For instance‚ the polo shirt will be distributed in a unique colour‚ the white. In 1951‚ Lacoste decided to launch three new colours: sky-blue‚ navy and red. This revolution underlines the first steps of the brand out of tennis courts‚ and premises of its diversification’s
Premium Brand management Brand Branding
The case provides several issues that class members will need to address: 1. How well positioned is Puma for the future now that things have gotten turned around? 2. How important is it that Puma strive to gain sales and market share‚ given that the industry arena in which it competes is “fragmented” with many competitors? 3. Does Puma currently have a good strategy for the long-term or are strategic changes and adjustments needed? 1. What is your opinion of the job that Puma’s management
Premium Brand management Brand Branding
Drypers Corporation National Television Advertising Campaign 1. Problem definition What are the questions to be decided? Drypers Corporation’s senior executives were discussing about spending 10 million dollars which will increase 33% in the company’s combined advertising and promotion budget on national television advertising in 1998. What are the objectives/goals? 1) Increase penetration of grocery outlets 2) Increase grocery penetration will help increase mass merchants see us in
Premium Marketing Advertising Procter & Gamble