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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Brand Marketing Brand Equity Measurement Individual Assignment 1 305188 Brand Marketing Brand Equity Measurement Individual Assignment 1 305188 Sustainability ________________________________________________
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Brand Equity A brand represents 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 competition.” Without a recognizable brand‚ a product is but a mere commodity. It’s more than just a name‚ term‚ symbol‚ etc. – a brand is everything that one company’s particular offering stands for in comparison to other brands in a cate-gory of competitive products. As the value
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Group Brand Audit Project Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a "first come‚ first serve" basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way‚ the other gps will know which brands are already taken on a first come first serve basis. Once your
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STRATEGIC BRAND MANAGEMENT INDIVIDUAL PROJECT : CONTENTS INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10 INTRODUCTION Throughout this paper‚ we will try to introduce you more closely to the brand of NIVEA‚ its core brand values‚ way of operating
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it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors. In addition‚ brands can become diluted as product or service offerings become commodities. When a brand loses meaning and relevance to target customer‚ a new brand promise should be defined so the brand can be repositioned. TYPES OF BRAND RE-POSITIONING Brand Re-positioning Brand re-positioning is changing the positioning of a brand. A particular positioning statement
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Journal of Consumer Marketing Emerald Article: Brand communities for mainstream brands: the example of the Yamaha R1 brand community Reto Felix Article information: To cite this document: Reto Felix‚ (2012)‚"Brand communities for mainstream brands: the example of the Yamaha R1 brand community"‚ Journal of Consumer Marketing‚ Vol. 29 Iss: 3 pp. 225 - 232 Permanent link to this document: http://dx.doi.org/10.1108/07363761211221756 Downloaded on: 08-10-2012 References: This document contains references
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is a key element of a firm’s marketing strategy. Strong brands help establish the firm’s identity in the market place‚ and develop a solid customer franchise (Aaker‚ 1996; Kapferer‚ 1997; Keller‚ 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson‚ 1992). A strong brand name Theycan also provide the basis for brand extensions‚ which further strengthen the firm’s position
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brand design + strategy BRAND ASSESSMENT WHAT IS A BRAND? Though a brand is oftentimes mistaken as a variety of different things‚ it’s important to understand its ambiguous nature. A brand is not simply the logo‚ nor the visual identity. A brand is not the product‚ the service‚ the slogan or the advertising campaign. A brand is not even controlled by the company behind it. Rather‚ a brand is a collection of perceptions that reside in the mind of the consumer/customer. It is the gut feeling
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premium car manufacturers in the world. Brand associated with quality‚ class‚ exceptional design‚ outstanding performance and innovation. BMW has a well-structured brand hierarchy where at the corporate brand level BMW pioneered the luxury sports car category by combining distinct style and performance consideration. BMW has a smart positioning with corporate brands and offers a large fleet of models that vary in price‚ quality and performance. Below is a brief brand- product matrix: Product Models Entry
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