The brand profile is a summary description which should quickly enable all those involved with the brand to understand who you are targeting‚ what you are offering‚ and how you wish to position the brand. Ideally it should be something you could put on a card and put on the desk of everyone involved in your business. The components of a brand profile are usually something like the following: Description of the solution/brand Benefits that customers will perceive from it Target market that will
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Brand Loyalty One of the most desirable traits that marketers would like to see in the consumers they are positioning their product towards is loyalty to their brand. Brand loyalty can be defined as “the extent of the faithfulness of consumers to a particular brand‚ expressed through their repeat purchases‚ irrespective of the marketing pressure generated by the competing brands.” (Business Dictionary‚ 2012) An expression of brand loyalty from consumers can help companies to experience significant
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If brand stewards understand what underpins the attitudes of a brand’s most loyal customers — those who are truly “bonded” to the brand — they may be able to identify opportunities to convert other consumers THE BUSINESS OF BRANDS 6 to this profitable position. Our own analysis of brand loyalty data has revealed six broad factors that drive loyalty. In some categories‚ just one of these factors may be enough to make a brand the default choice for many consumers‚ but most strong brands benefit
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A brand is a “name‚ term‚ design‚ symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Proper branding can result in higher sales of not only one product but on other products associated with that brand. Brand is the personality that identifies a product‚ service or company and how it relates to key customers‚ staffs‚ partners‚ investors etc. People engaged in branding seek to develop the expectations behind the brand experience
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Halmstad University School of Business and Engineering Master Dissertation in International Marketing Master Dissertation in Strategic Management and Leadership The Analysis of Challenges and Opportunities in Brand Extension Authors: Chen Si Jia 891028-4986 Gu Jing 880711-T284 Supervisor: Gabriel Awuah Date of Submission: 31 May‚ 2012 Acknowledgements We would like to firstly thank our supervisor‚ Professor Gabriel Awuah‚ for his constant support and inspiring advices during
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DAVID ARKER’S MODEL FOR BRAND IDENTITY CONVERSE Core Identity Product thrust: Subsidiary of Nike deals in apparel‚ shoes and sports accessories. Retailing is done through Planet Sports which is specialty format under pantaloons India ltd. User profile: Used by kids and youths who are fashion rebels in real sense n love retro style. Attraction among students as its a pocket friendly brand. Performance: Converse has kept innovation core to its strategy‚realizing fully that the
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BRAND IMAGE AND BRAND LOYALTY Muhammad Shafiq Gul[1]*‚ Dr Farzand Ali Jan** Dr Qadar Baksh Baloch Muhammad Faheem Jan*** & Muhammad Farooq Jan**** Abstract This study was conducted to determine the level of brand loyalty and image‚ to examine interactive role of those factors that determines brand image and loyalty‚ to determine level of brand loyalty and image of Toyota car users and to suggest measures for developing brand loyalty in district Peshawar. The data was collected through
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international luxury brand. Burberry designs‚ manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998‚ the new management team at Burberry set out its strategy to reposition and revitalise the brand‚ which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years‚ Burberry has faced new challenges of brand sustainability and positioning
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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and again it differs from the traditional items. So our objective is to develop a “New Brand” for the environment friendly jute products in Europe to create a unique brand position in the consumer’s mind and to create enormous demand for it. Scope: This report was prepared for and approved by our Marketing 465 Faculty Mr. Galib Mohiuddin (KGM). The report covers the entirety of developing a new brand for the jute product of our country which is environment friendly‚ green and natural fibers
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