The scope of luxury brands is amazing if you dig a bit. Let us look at publicly traded LVMH Group (Louis Vuitton Moet Hennessey). Despite an extremely uncertain economic climate in the US‚ a very poor one in Europe‚ and signs of a possible China slowdown‚ LVMH is chugging along nicely. Sales were up 16% last year despite clear economic headwinds. The company has a stable of brands that reeks of luxury: in wines and spirits they own Moet & Chandon‚ Dom Perignon‚ Veuve Clicquot‚ and Krug Champagne
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Brand Personality Definition Have you recently come across statements like “Brand X is rugged and macho with a spirit of adventure and freedom” or “Brand Y is stylish‚ trendy‚ younger and competitively priced”? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traits
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REPORT ON “BRAND EXTENSION” IN PARTIAL FULLFILLMENT FOR “SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES” (PAPER NO. 207) IN M.B.A. PROGRAMME OF contents 1. Introduction Of Brand Extension 1.1 What is the Means of brand Extension? 1.2 Types of Brand Extension 1.3 Benefit of Brand Extension 1.4 Risk of Brand Extension 1.5 Characteristics of successful Brand Extension
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Brand Knowledge Structure and Brand Elements What is Brand Awareness? Recognition versus recall – Brand versus situation cues Awareness depth versus breath – Brand versus situation linkages Why is brand awareness important? A necessary condition for inclusion in the set of brands being considered for purchase – A sufficient condition for choice in low-involvement decision settings – Influences the nature and strength of association – Brand Image Brand Perceptions through Associations
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Brand equity Brand equityis a phraseused in the marketing industry which describe the value of having a well-known brand name‚ based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name‚ as consumers believe that a product with a well-known name is better than products with less well known names.[1][2][3][4] Another word for "brand equity" is "brand value". Some marketing researchers have
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Brand Management : Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market‚ which target public the brand is targeted at‚ and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look‚ price‚ the packaging‚ etc. The intangible elements are the experience that the consumer takes away
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What is Brand Loyalty? The American Marketing Association defines brand loyalty as: The situation in which a consumer generally buys the same manufacturer originated product or service repeatedly over time rather than buying from multiple suppliers within the category. Brand loyalty is more than simple repurchasing‚ however. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a
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communications play a very big role in creating a strong brand identity. A brand is more than just that‚ a brand is almost like a person; it holds certain characteristics‚ values and personality traits. Combining all these aspects allows a brand to communicate with their consumers‚ which creates a strong relationship between the two parties. Brands have to communicate a certain message to reach their consumers and get them on-board with the brand‚ they communicate their messages using the following marketing
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BRAND PORTFOLIO METAPHORS BASED ON AAKER’S BRAND PORTFOLIO STRATEGY Kent Dahl kentd@kth.se Different Relevancein Different Contexts Proffesional World Indek/IPD‚ Guest Lecturer Master Thesis‚ Endorsed by Uggla Educational World Educational Music World Professional Music World Music World Internal& ExternalPerspectives What a weak sub‐ brand! Portfolio Roles No‚ it’s a Linchpin brand! Product Defining Roles ProductDefiningRoles
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the oldest and biggest cosmetic brands in the world has successfully transformed itself from a single skin care brand to a trustworthy and contemporary personal care brand for all family types. The brand stretched itself by sub-branding to many new segments‚ always nursing the core mother brand NIVEA and its “Gestalt”. [Company Background] Background As 2005 drew to a close‚ executives at Beiersdorf’s (BDF) Cosmed division [Brand DNA] NIVEA‚ the largest cosmetics brand in the world‚ had successfully
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