1. What is the brand image and sources of equity for the NIVEA brand? Does it vary across product classes? How would you characterize their brand hierarchy? NIVEA’s brand image comes from providing quality skin care‚ personal care‚ and face care/cosmetic items. Their source of brand equity comes from NIVEA Crème‚ which is their best selling product. The NIVEA brand is best known for care‚ protection‚ mildness‚ reliability‚ simple‚ and pure. Consumers continue to purchase and trust this product based
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More recently researchers have extended the brand concept and argued that the same branding principles can be used to create positive product perceptions of the organization as a whole with targeted groups such as employees‚ communities or environmental groups. This research outcome perfectly describes
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Consumers’ Perceptions of a Rebranded Brand Abstract approved: _________________________________________________________________ Leslie D. Burns When apparel companies and retailers attempt to strengthen their established brands and existing markets‚ there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer‚ and/or 2) adding a product design line to an existing brand to be a focus for a new target customer
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products are forcing on the low- to mid-priced models. Moreover‚ Acer is the world’s fourth-largest PC brand‚ is also the world’s third-largest notebook computer brand‚ has international operations management team‚ a total of 8‚000 employees in worldwide‚ 2012 consolidated revenue of NT $ 4‚295.11 billion‚ and operating net profit of 1.025 billion. (Exhibits 1) “Curious‚ Progressive and Human” is Acer’s brand values‚ reflecting to Acer is not a product oriented‚ but is a customer oriented company‚ offers
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equipment as well as accessories. Horizontally‚ Li Ning categorized its product line as follows: Athletic Pro: advanced sports equipment to both athletics and normal consumers. Urban Sports: fashionable sports and casual wears. Brand Heritage: incorporate brand value with high fashion and technology. Crossover: designed by new edge artists. While vertically‚ the product line was built to be: Running‚ basketball‚ badminton‚ gym and what they defined as “urban light sports”. Under each category
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TITLE: Maggi’s Brand Extension and RepositioningSubject: Product And Brand Management - Nestlé India’s objective is to manufacture and market the company’s productsin such a way so as to create value that can be sustained over the long term for consumers‚ shareholders‚ employees and business partners. - Maggi’s aims to create value for consumers that can be sustained over the longterm by offering a wide variety of high quality‚ safe food products at affordableprices. - The company continuously
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The Innocent Drinks Design Culture Discuss and illustrate the extent to which a ‘design culture’ in an organisation can give it competitive advantage. I. Introduction In 21st century‚ the organizations are entering a brand new era full of opportuni-ties and innovations‚ and great changes have taken place in companies’ attitude to-wards some traditional practices. Design has become an essential issue. As the writer in “Designing the 21st century” observed: Throughout the industrialized
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company’s resourcesand capabilities to discover their potential competitive advantages or to identifycompany’s internal weaknesses (Barney and Hesterly‚ 2006). The following competenceswere chosen from Nokia: quality‚ price‚ services/functions‚ and brand image. 5.1 Quality The high quality of Nokia’s products and services enables the company to takeadvantage of environmental opportunities or neutralize environmental threats. Theseresources add value to Nokia’s customers and leads to customer
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how the complex task of brand management is actually handled. This company is taken for this article as HUL is considered as one of the most successful in Brand Management. HLL has a large brand portfolio consisting of nearly 110 bands. In every product line‚ it has built a number of brands over a period of time. Quite a few brands have come to its fold from the parent company. It has also acquired several ongoing brands from the market. HLL also vigorously pursues brand extension strategy. And
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capability to manage successfully their brand name (“Branding”). Play good football Any football team that pretends to be one of the best in the world has to play good football and have good players in order to be attractive and credible to its public. One of Manchester United’s strength is that they own the best players in the world. One of Manchester United strategy is to buy the best players. Branding Manchester United has created a strong brand name associated with performance and rich
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