text archive of this journal is available at www.emeraldinsight.com/0263-4503.htm Corporate branding versus product branding in emerging markets A conceptual framework Henry Yu Xie College of Charleston‚ Charleston‚ South Carolina‚ USA‚ and David J. Boggs Eastern Illinois University‚ Charleston‚ Illinois‚ USA Abstract Purpose – To build a conceptual framework for the development of branding strategy from the pint of view of a Western firm entering a market in a developing economy. Design/methodology/approach
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Country Branding: Promoting Investment‚ Tourism and Exports through Country Communication Management and Social Engineering By Mathias Akotia‚ CEO – Brand Ghana Office Accra‚ Ghana Country Branding: Promoting Investment‚ Tourism and Exports through Country Communication Management and Social Engineering Abstract Country branding‚ which is about employing strategic marketing to promote a country’s identity‚ has become a strategic tool of a country’s competitiveness. However‚ only few
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Think Big in Small Things Challenges and Opportunities of Ingredient Branding Waldemar Pfoertsch 2006 The brand in the brand “Ingredient Branding“ Jackson‚ Tim (1997) Ingredient Branding examples • Microban • Made of Makrolon • GoreTex • Dolby Stereo • Nirosta Pfoertsch/Mueller (2005) 1 Brand extension examples of ingredient branding • Beechnut baby foods with Chiquita banana‚ • Ben and Jeny’s Heath Bar Crunch ice cream‚ and Fat Free Cranberry Newtons with Ocean Spray cranberries
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CRITICAL STUDY TOWARDS BRANDING SWITZERLAND INTRODUCTION This is a critical study about evaluating the strategies of branding Switzerland. Firstly‚ the paper provides a comprehensive literature review around nation branding area. In the second part‚ a case study about branding Switzerland will be presented. Within the case study part: positioning the image of Switzerland along with main aspects and practical strategies in branding Switzerland will be covered. In the third part‚ Dordevic’s six dimensions
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In recent years there has been more of a shift towards more branding and advertising as opposed to focusing on product development‚ resulting in some companies having strong advertising campaigns coupled with a non-successful product. These observations lead to an important marketing theorem: Successful brands are built on successful products. The belief is that without great products‚ great brands could neither not exist nor withstand the competitive market. In a short paper‚ answer the
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Roadmap of Co-branding Positions and Strategies Wei-Lun Chang‚ Tamkang University‚ Taiwan ABSTRACT Co-branding‚ is a marketing arrangement to utilize multiple brand names on a single product or service. Basically‚ the constituent brands can assist each other to achieve their objectives. Co-branding is an increasingly popular technique for transferring the positive associations of one company’s product or brand to another. In the absence of a clearly defined strategy‚ co-brand mergers are frequently
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the upper C and D level segment. Do appropriate branding for each of the brands in order to benefit the most of a company. Set up a value proposition as a branded organization and set up great recall and credibility of your brands) Your company is a top automobile company established in the entry level C segment of automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment. Do appropriate branding for each of the brands in order to benefit the most
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personally am a brand fan. Before choosing a certain product‚ I look at what the brand is before buying the product. It is important in relevance of business Branding is relevant in business because brand = a promise. For businesses it is a marketing strategy which is important in all sizes of businesses. This research is of interest to many people as branding is very important to some. Before looking at any product or service‚ consumers first see the brand name and sometimes some are not as concerned about
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Investigation on the Importance of Branding for a Small Independent Boutique Hotel Page 1 of 73 March 2011 EXECUTIVE SUMMARY In contemporary business environments‚ small independent organisations are often faced with significant pressures to survive market competitiveness (Abimbola‚ 2001; Bristow‚ et‚ al‚ 2002; Moroko & Uncles‚ 2009; Wilden‚ et‚ al‚ 2010). Accordingly‚ in order to compete with prevailing competitors‚ many businesses employ branding as a key strategy to establish a positive
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Branding Branding can be termed as a name‚ sign‚ symbol or design or a combination of them intended to identify the goods and services of seller or group of sellers and to differentiate from other sellers. A process of creating a unique name and image of product in minds of customer’s mainly through advertisement campaign with consistent theme is known as branding. Branding aims to establish a significant and differentiated presence in market that attracts new customers and retain loyal customers
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