"Brands are machines for delivering quality earnings at high margins" Tim Broadbent. ’Advertising Works 2000’. Although brands do not solely refer to businesses and their products or services (e.g. charities‚ countries‚ celebrities)‚ this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not‚ that question is often rhetorical.
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LENOVO CASE STUDY PROBLEM STATEMENT Lenovo faced a crisis between its brand identity and its brand image. Lenovo wanted to be perceived as a quality product‚ but due to the Country of Origin effect‚ they had an image of being a lower quality Chinese made brand. After the acquisition of the IBM ThinkPad‚ a premium brand‚ Lenovo was faced with the problem of developing a branding strategy that would correctly reflect these two very different brands without compromising the other brand. SITUATION
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characteristics of the target market? What is the message? How does our target currently perceive us? How would we like the target to perceive us? What is the most persuasive idea we want to convey? What creative guidelines do we have to consider (e.g.‚ logo‚ font‚ corporate colors)? When will the message be delivered? What timeframe are we looking at for development and delivery? Where will the message be delivered? Which media will provide the most effective communications mix? How much will it cost
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Unilever‚ the company. Unilever was founded in 1930 as result of the merger of the Dutch company Margarine Unie and the English company dedicated to the manufacture of soaps‚ Lever Brothers. The Unilever business grew and new ventures were launched in Latin America. In April 2000 it bought both Ben & Jerry ’s and Slim Fast. The company is multinational with operating companies and factories on every continent (except Antarctica) and research laboratories. The company is said to promote sustainability
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The Nine Principles of Branding Supplemental Information for the Branding Essentials Workshop Written By | Greg Stine Table of Contents 2 4 6 Branding at a Glance Branding: What Is All This About‚ Anyway? Branding Principle #1: Keep It Simple Branding Principle #2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6:
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History and Introduction In the early 1990’s‚ when Manhattan was hit by water contamination‚ Bikoff set out to buy bottled water and found that except for the brand name‚ there was very little difference between the different brands of bottled water sold. Bikoff was looking for additional nutritional value rather than plain water. Finding none‚ he started conducting an in-depth study about different companies making bottled water. He found that he could use vapor distillation to create an alternative
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Brand Identity: Their brand name is their signature. “Costa” signifies luxury‚ excellence and perfection. The image of Costa is luxury and comfort with style. The theme of Costa‚ from the brand logo‚ the color scheme of the premises to the entire feel is warm tones and relaxing colors. Their ambience is trendy and soothing as well. According to me Costa is the comfortable place to relax‚ chill‚ spend quality time and have a warm experience which not only brings back customers but through
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Hollister brand actually captures the 18-22 age group. o Capital requirements comparatively low and include manufacture/storage of clothing and liquid assets for retail space and wages. o Products protected by license and trademark logo‚ yet counterfeit/illicit products available. Aggressive steps in place to prevent counterfeits. o Low challenge for entrants to acquire inputs; raw materials are traded commodities. Slightly more challenging to develop distribution centers
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Case Study- Nike 1. Discuss how Nike’s growth can be attributed to its targeting of diverse market global segments. In the 1960’s Nike was only making running shoes. At this point in time not many people knew of Nike or the Nike swoosh. In order to increase brand awareness‚ they started paying athletes to wear their shoes. However‚ very soon Nike learnt that in order to be a global brand they needed to appeal to different market segments‚ not just athletes. Hence‚ they then decided to tap
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that is presented. The values portion is most important because it creates connection with the consumer but physical looks can attract new consumers before they can infer said values of a brand. Values can be noticeable as simply as in the brand logo or more difficult what a brand stands for on an emotional level. One example of values represented in the brand slogan is that of Caterpillar‚ the heavy equipment manufacturer and their newly developed clothing and apparel line. Karjalainen and Snelders
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