Brand Management and Communication Professor Sandor Czellar May 2010 ABSOLUT VODKA - BRAND ANALYSIS TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz Brand Management and Communication Absolut Vodka – Brand Analysis TABLE OF CONTENTS INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ....................................................
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Prof. Thomaï Serdari MKTG-GB.2127.S.30.S13 “Luxury Branding: Brand Thinking and Experience” Rosewood Hotels What are the pros and cons of moving from individual brands to a corporate brand? Rosewood hotels were built on the premise that they provide iconic luxury hotels each with their unique distinctive characteristic that represents the local culture. This one-of-a kind approach was what differentiated them from other chain-like competitors. By adopting a corporate
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* 1. a project on SHAMPOO INDUSTRY PANTENESUBMITTED TO: SUBMITTED BY:PROF: KUMAR MOHANTY ANSUMALI BEHERA (174) SASWAT KUMAR SAHU(175) MUKESH SHARMA (176) DAISY RANI (177) 0 * 2. CONTENT PAGE NUMBER Introduction 2 Company Overview 3 Product Intrduction 4 Marketing Concept 4 Marketing Mix 5 Over All marketing Strategy 7 Swot Analysis 8 BCG Matrix 9 Marketing Research 11 Marketing Research Process 12 Consumer Behaviour 13 Conclusion 14 1 * 3. IntroductionPurpose of the project:The project has
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Unilever‚ P&G already have established competitive high end products on the market under its well-known Luxury brand. In addition‚ other international players are entering in the market. Competition is heating up‚ and if the company cannot come up with branding strategy for dealing with the more and more confusing brand of Maxam‚ it could cost the company a sharp decrease or even being swept out in market. In sum‚ taking into account of market position‚ brand extension‚ pricing and competitive pressures
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capabilities. 2. Critically evaluate ESPN’s brand leveraging initiatives. In other words‚ how has the ESPN brand meaning evolved (broadened) through extending the brand into new categories? What are the benefits of product development through sub-branding (associating new brands/products with ESPN)? What are the potential risks for ESPN and its new brands pertaining to brand extensions? 3. Evaluate ESPN’s strategy for building strong brands. In other words‚ how have they built strong sub-brands
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OVERVIEW Vitasoy Group was established in 1940. Vitasoy aims to maintain the leadership in promoting a superior quality of life through the production of high quality‚ great tasting and nutritious products that will satisfy customers in all markets. VITASOY has spread far beyond Hong Kong‚ and the group’s products sell in over 40 markets around the world - including the USA‚ Canada‚ Mainland China‚ Europe‚ Papua New Guinea‚ Australia‚ New Zealand‚ South East Asia‚ Guatemala‚ Trinidad and Venezuela
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influence purchase”. The aim of this writing is to evaluate the brand Guinness and determinate attributes of it which give the desire to purchase for customers. Brand and customer equity‚ then the Customer Based Brand Equity Model and the advantage of branding will be respectively described and discussed during the writing. The Guinness brewery is a famous Irish beers producer. The brewery born in 1759 at Dublin’s St James’ Gate owned by the founder Arthur Guinness. He started by produce Porter beers
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bottle of Nivea”‚ it means Nivea Body Milk. Moreover‚ two-in-one product: satisfying a basic need plus offering the care of Nivea cream as a symbol. 2. In which categories (branding strategy breadth) does Nivea participate? What might competing in multiple markets do to the Nivea umbrella brand? Nivea branding strategy breadth divides into two parts which are skin care and personal care. Competing introduce a variety of specialized crèmes into the market‚ particularly moisturizing crèmes
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luxury accessories have become more available on the market and whether this fact makes the brands less luxurious. Factors such as changes in communication‚ globalization‚ social networking‚ mass consumption‚ cultural homogenization‚ e-tail‚ celebrity branding and the recession of 2007 have had an effect on consumer behaviour. In order to find out the main changes of consumer behaviour the author has collected data from a wide range of literature e.g. academic sources and journals that represent the theory
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Protects goods inside and be tamperproof Be easy to open Describe and give information about the product Explain the product benefits Provide warranty information and warnings Give an indication of price‚ value‚ and uses. Understanding branding Brand – name‚ symbol‚ or design that identifies the goods or services and distinguishes them from competitions offerings. Trademark – A brand that has exclusive legal protection for the both it brand name and design. Manufactures brands – brand
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