Concepts of Brand Management www.eiilmuniversity.ac.in Subject: CONCEPTS OF BRAND MANAGEMENT Credits: 4 SYLLABUS Branding Concepts Introduction to Brand; Brand and Branding Basics; Relationship of Brands with Customers; Building Successful Brands. Terms associated with Brands Understanding Various Terms; Brand Names and Brand Extensions; Co-Banding and Corporate Branding; Brand Associations and Brand Image. Management of Brand Brand Loyalty; Brand Relationship; Brand Equity; Brand Management
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Brand Wars "To be‚ or not to be: that is the question" To rise as the new prodigy or to remain imbecile - An issue churning in the minds of all the ’brand owners’. Brand Wars have been going on for decades but it has taken a completely new outlook in the recent years. The fierce battle between brands of the same genre continues as one tries to rise over the others as superior to lead the market. Looking back at the 70’s we can see the brawl between the two highly popular brands Pepsi and Coca-Cola
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If brand stewards understand what underpins the attitudes of a brand’s most loyal customers — those who are truly “bonded” to the brand — they may be able to identify opportunities to convert other consumers THE BUSINESS OF BRANDS 6 to this profitable position. Our own analysis of brand loyalty data has revealed six broad factors that drive loyalty. In some categories‚ just one of these factors may be enough to make a brand the default choice for many consumers‚ but most strong brands benefit
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for Strategic brand management. Brand Equity. The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable‚ easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one‚ however‚ the brand is said to have
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Brand 1: Coca-Cola Coca-Cola overview “In 1886‚ John Pemberton‚ an Atlanta pharmacist‚ was inspired by simple curiosity when he discovered ‘Coca-Cola’. One afternoon‚ he stirred up a fragrant‚ caramel-colored liquid and‚ when it was done‚ he carried it a few doors down to Jacob’s pharmacy. The mixture was combined with carbonated water and sampled by customers who all agreed that the drink was something special. So Jacob’s Pharmacy put it on sale for five cents a glass. Pemberton’s bookkeeper
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Personal Brand Essay – Who am I? In order to succeed in a diverse and competitive world‚ one must distinguish between his strength and weakness and understand how to utilize such strength. In the past few years‚ I had been contemplating on who I am and what I am good at. Through few life experiences‚ I finally discovered what my strengths and weaknesses are and I have been able to improve myself and apply my strengths to real life situations. My biggest strengths are the abilities to
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Porters 5 Forces Model is a valuable tool in evaluating the condition of the Yum! Brands China Division and the fast-food industry that Yum Brands is actively dominating. While there is much competition in China in the food industry‚ it is undeniable that with the CEO’s guidance‚ Sam Su‚ the growth that they have accomplished over the years is exponential. This growth is due to the fact that Su looks at the bigger picture‚ imaging what he wants the company to be like in five to ten years‚ and making
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association ‚ a brand is a “name‚ term‚ sign‚ symbol‚ or design‚ or a combination of them ‚ intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.” However branding is much more; what distinguishes a brand from its unbranded commodity counterpart and gives it equity is the sum total of consumers’ perceptions and feelings about the product’s attributes and how they perform‚ about the brand name and what it stands for
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The Prompt: In some countries every young person must serve two years of military service. Should we have a similar policy in the United States? Write an essay stating your position on this issue and supporting it with convincing reasons. Be sure to explain your reasons in detail. The Model Essay: What You Can Do for Your Country A few countries require every young person to serve two years of military service‚ and as we continue to face military conflicts across the Introduction Statement
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Group Centralizes Its Supply Chain Processes and Brings Its Innovative Cheese Brands to a Global Audience B el Group was established in 1865 in a mountainous region of France called Jura. Cheese maker Léon Bel discovered that‚ by melting whole cheese with butter‚ he could create processed cheese with a much longer shelf life. He decided to call his new product La Vache Qui Rit‚ or The Laughing Cow — and a global brand was launched. Over the years‚ Bel Group gained great popularity in the European
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