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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RE-POSITIONING? A company or product is new and people already formed judgments about it. In other word‚ the company or product already has an image either good or bad or in between. Many companies are not aware of their exact image but it is important if that image can be identified. If a company does not know where it is now‚ then that product or company unlikely to get to where it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors
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launching a new product‚ it is better to pursue a brand extension strategy‚ than to develop a new brand Brand extension is a brand strategy which using the existing brand name to develop a new product or enter into a different product category market or industry. The new brand can be called as a “sub-brand”‚ and the original brand is referred as a “parent brand”. There are basically two different types of brand extensions. The first one is “line extension”‚ which means to launch a new product which is
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dimensions of a nation brand will be explained and the overall strategies will be criticised by integrating Dordevic’s six dimensions into Switzerland. The paper will conclude with propounding suggestions towards the weakest dimension of branding Switzerland that is; culture and heritage. 1. LITERATURE REVIEW Fan (2010) defines the nation branding as an integrated mixture of export‚ place‚ political and cultural branding. All those components gather around and generate a nation brand. According to him
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Running head: PRODUCT & PRODUCT MARKETING Rochelle Russell Unit 2 Individual Product Products & Product Marketing MGMT422-1103A-09 Triangle Solutions Product There are several people that love to take pictures of their families or special events and put them in scrapbooks. The new product that I am proposing is a photo paper that already has a background scene on it and individuals can still print their picture on top of it to make it look even more special. Mostly everyone
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Favorite Brand Antoinette Mitchell MKT/421 November 5‚ 2014 Eric Mc Math Favorite Brand The world is filled with brilliant products and services developed by diverse companies. These developments have extended consumer choices heightening the level of competition between companies. The implication of this is companies have to develop strong brands that will gain most of the market share compared with their competition. The Apple Company is a well-known company mobile and software industry. Three
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Brand Ambassadors serve as the face of their client company at promotional events. They offer the company a chance to make a good impression on prospects. An effective brand ambassador is one who is interested in the product they are promoting‚ who can easily connect with the product. "During the live brand experience they become the identity of the brand‚ because they are the only human interface between the brand personality and the consumer. They are the people who have the potential to appeal
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How to Brand a Next-Generation Product Published: April 23‚ 2012 Author: Carmen Nobel Upgrades to existing product lines make up a huge part of corporate research and development activity‚ and with every upgrade comes the decision of how to brand it. Harvard Business School marketing professors John T. Gourville and Elie Ofek teamed up with London Business School ’s Marco Bertini to suss out the best practices for naming next-generation products. Key concepts include: • Companies often take one of
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Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism‚ Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique‚ (2) personality‚ (3) culture‚ (4) relationship‚ (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented
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Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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