...QUESTION: Explain the Branding and Brand Management for companies marketing success. A brand can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors. Some examples of well known brands are Mc Donald’s’, Mercedes-Benz, Sony, Coca Cola, etc. A brand connects the four crucial elements of an enterprise customers, employees, management and shareholders. Brand is nothing but an assortment of memories in customers mind. Brand represents values, ideas and even personality. It is a set of functional, emotional and rational associations and benefits which have occupied target market’s mind. Associations are nothing but the images and symbols associated with the brand or brand benefits, such as, The Nike Swoosh, The Nokia sound, etc. A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brands is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. Brands with strong equity have many competitive advantages. * It provides high consumer awareness. For example, it is said “Vodka”, “Absolute” brand comes immediately...
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...ABSTRACT Ingredient Branding, a subset of Co-Branding, wherein two or more brand names are used on a single product to increase product differentiation and further market share is becoming increasingly visible in the marketplace today. This strategy is generally used to enhance Brand Potential and works on the rationale that, “If a consumer understands the functions, attributes and benefits of the ingredient, he or she will pay more attention to this offering and if it is unique compared to others, it can lead to loyal and profitable customer relationships”. The goal of this Dissertation is to conceptualize Ingredient Branding Strategy and measure its effect on Brand Choice. It seeks to examine the impact of an Ingredient Branding Strategy on consumer’s attitude toward the Host Brand depending on the Partner Brand. To better understand this impact, a review of the most relevant theories on Co-Branding, perceived quality and attitude towards the brand is first presented. On the basis of this literature review, a conceptual framework is proposed concerning the overall transformation of the associations tied to the host brand, the perceived quality and the consumer attitude towards the brand. The overall evaluation of the brand is based on three parameters viz. Perceived Quality, Brand Image & Brand Attitude. INTRODUCTION INTRODUCTION In today’s dynamic economy, companies try to find new ways to maintain their competitive advantage, which helps them to better manage...
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...TERM PAPER ON Brand Management OF "Tiger Sports" COURSE: Brand Management PREPARED FOR KASHFIA AHMED SENIOR LECTURER DEPARTMENT OF BUSINESS ADMINISTRATION East West University PREPARED BY Fuad Hasan Khan 2008-2-10-287 Prashanta singh 2008-3-10-148 Sheikh Irfan Hussain 2009-2-10-275 MD. Rashedushzaman khan 2009-2-10-126 Ashik Anowar 2008-3-13-041 Date of submission: 29th July, 2012 Executive Summary: The brand or the product we have worked with is Television sports channel in Bangladesh. We have named it as “Tiger-sports”. Our product logo indicates some spiritual and psychological satisfaction of Bangladeshi people. Because for the first time in Bangladesh we introduce official private sports channel which will be broadcasted within the territory of Bangladesh. Our focus would be on hundred percent pure and uniqueness. We have chosen a different television to launch because it would be the first in the market and differentiating would be easier for us. Our opportunity is we are going to launch it for the first time and if we get desired result in positioning in market then we will become the leader in sports television channel market. Our differentiating strategy is its High-definition sports news and game broadcast that no other company has claimed in Bangladesh yet...
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...Abstract Brands play a critical role in a firm's international marketing strategy. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified. Introduction Branding 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 in the marketplace as well as potentially enhancing the brand’s value (Aaker and Keller, 1990). As firms move into international markets, branding plays an important role in its marketing strategy. In particular, a cautious branding strategy provides a means to enhance the firm’s visibility and integrate strategy across...
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...Customer Experience as a Means of Brand Differentiation Key Words: customer experience, branding, differentiation, experiential platform. Esma Cavusoglu Postal Address: Kure İletisim Grubu Elmadag, Cumhuriyet Cad. Pegasus Evi 48/3B Taksim 34367 Istanbul / Turkey Customer Experience as a Means of Brand Differentiation Abstract In today’s customer–dominated business world, there exists the “brand indifferentiation” problem that concerns the difficulty of the customers to perceive the differences between a certain brand and its competitors. This situation calls for a close look at the relationship between the consumer behaviour, branding and differentiation. Taking into consideration the proliferation of products, increasing information flow through digital technologies, fast commoditization and competition in today’s world, differentiation and brand positioning relying on traditional frame, have no longer been resulting the expected performance. Constitution of brand differentiation in the minds/hearts of customers entails to re-evaluate the meaning of consumption for consumers, how consumers make their choices, what the brand the consumer prefered means to him, and what can make a brand different than the others for a customer. In this paper, these issues are examined and the solution to indifferentiation is linked with the concepts of “experience” and “experiential marketing”. Key Words: customer experience, branding, differentiation, experiential platform...
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...BE440 BRAND MANAGEMENT ASSESSMENT COURSEWORK Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain. Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension. By Mr. Olan Kaewwichit Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain. Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension. Companies must carefully manage their brands. First, the brand’s positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand awareness and to build preference and loyalty. For examples, General Motors spends nearly $820 million annually to promote its Chevrolet brands. McDonald’s spends more than $660 million. (Top 100 megabrands by total measured advertising spending, 16 July 2001, p.s2.) Such advertising campaigns can help to create name recognition, brand knowledge and...
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...Introduction The purpose of this briefing paper is to analyse the data given from the case study to determine the impact and consequences global forces have, by using the PESTEL framework. This framework is used to help form a strategic analysis of the macro-environment; the outside factors beyond the control of a company. It categorises the environmental influences into six groups: political, economical, socio-cultural, technological, environmental and legal; making up the acronym PESTEL. Analysis Political factors Europe has traditionally been seen as the centre of the beer brewing industry. However, the level of alcohol consumption is gradually declining. This is because many of the key markets within Europe are increasingly more aware of the social and health issues caused by excessive alcohol consumption. Governments are actively campaigning against the abuse of alcohol and the possible consequences of drunk driving, ‘binge drinking’, and the long-term effects related to health. These key factors relate directly to government policies and their decisions towards the European beer market. Economic factors As a result of government intervention, there has been a marked decrease in product sales in public premises. As people are more and more likely to drink at home rather than out to bars, the alcohol sales has shifted from ‘on-trade’, where beer is consumed on public premises, to ‘off-trade’, where beer is purchased by retail and consumed on private property...
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...LITERATURE REVIEW WHAT IS A BRAND? Branding is a discipline that has emerged from the consumer goods domain particularly fast moving consumer goods. Historically, brand has been inextricably linked to the product and branding is seen as the process of adding value to the product. A brand is a cluster of functional and emotional benefits that extend a unique and welcomed promise. This conceptualisation of a brand is universal and applies to various domains including FMCG, internet services and B2B. What changes in every context is the enactment of the brand. It is argued that the concept of a brand is universal, however some adjustments are required in line with the specific context applied; in this case the B2B context. Branding has myopically been viewed by business marketers as largely irrelevant to business markets. Associated mostly with emotional value, branding was believed to offer very little to what is traditionally considered a very rational process i.e. the organisational decision making process. More recent research acknowledges that despite the differences between B2C and B2B contexts both B2C and B2B brands need to engender trust and develop both cognitive and affective ties with stakeholders. THE BENEFITS OF BRANDING IN INDUSTRIAL MARKETS Branding in an industrial market must be perceived to convey benefits to various stakeholders for companies to financially invest in it. With regard to the company investing in branding a number of benefits have been identified...
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...------------------------------------------------- Understanding Brand - What is a Brand? Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what its offerings are.To a consumer, brand means and signifies: * Source of product * Delegating responsibility to the manufacturer of product * Lower risk * Less search cost * Quality symbol * Deal or pact with the product manufacturer * Symbolic device | | Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product. Consumers remain committed and loyal to a brand as long as they believe and have an implicit understanding that the brand will continue meeting their...
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...Ingredient Branding Philip Kotler· Waldemar Pfoertsch Ingredient Branding Making the Invisible Visible Professor Philip Kotler Kellogg Graduate School of Management Northwestern University Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Professor Waldemar Pfoertsch China Europe International Business School 699 Hongfeng Rd. Shanghai 201206, China wap@ceibs.edu e-ISBN 978-3-642-04214-0 ISBN 978-3-642-04213-3 DOI 10.1007/978-3-642-04214-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010926489 © Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Germany Printed...
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...in strategic destination branding Melodena Stephens Balakrishnan University of Wollongong in Dubai, Dubai, United Arab Emirates Abstract Purpose – Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the UAE in the Middle East has been chosen as a case study to explain some elements of successful destination branding. This paper aims to apply a framework developed by Balakrishnan to explain areas of caution when competing in an international market where success is also partially dependent on the macro-environment. Design/methodology/approach – The framework was developed by reviewing literature on destination, place, corporate, product portfolio and service branding. The framework was tested using case study methodology. Secondary research was primarily used to develop the case. Findings – There is a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Based on the analysis and review; a checklist for destination branding strategy was recommended. Research limitations/implications – Since, this study depends on secondary research there is some limitations as data in this region is not easily available. ` Originality/value – Destination branding differs in challenges vis-a-vis...
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...SEPTEMBER 2000 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CONTENTS SUBJECT PAGE CHAPTER 1 1.1 1.2 1.3 1.4 Overview Objectives Methodology Structure INTRODUCTION 6 7 9 9 11 CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 THE NATURE OF BRANDS 12 13 13 14 15 16 18 19 20 22 22 23 2.9 Introduction What is a Brand? The Layers of a Brand Product and Service Brands Branding & the Buying Process The Importance of Customer Satisfaction and Loyalty Emotional Loyalty The Concept of Brand Equity 2.8.1 The Value of Brands to Customers 2.8.2 The Value of Brands to Companies Conclusion CHAPTER 3 3.1 3.2 3.3 BUILDING BRANDS 24 25 25 26 27 28 30 31 32 32 3.4 3.5 3.6 3.7 Introduction Overview of the Brand-Building Process The Value Proposition 3.3.1 Added Value 3.3.2 Distinctive Brand Identity Developing the Framework and Communicating the Value Proposition Building Customer Relationships Characteristics of Successful Brands Conclusion 1 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CHAPTER 4 4.1 4.2 4.3 4.4 4.5 4.6 THE INTERNET 33 34 34 35 35 39 40 43 Introduction Overview of the Internet 4.2.1 The Defining Characteristics of the Internet The Growth of the Internet The Internet & e-Commerce The Impact of the Internet on Business Conclusion CHAPTER 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 BUILDING BRANDS ON THE INTERNET 44 45 45 47 48 50 51 52 57 59 60 Introduction The New Dynamics of Brands The Importance of Customer Loyalty...
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...1. 1. Executive Summary Telkom South Africa aims to provide Wi-Fi and internet services targeted to end users in Brazil. This plan seeks to generate a significant increase in company sales and profits from the delivery of infrastructure to strategic align with international partners. The highlight of this plan are the targeted rollout sites as well as the amount of users we anticipate using the Wi-Fi service. The targeted gross margin and sales revenue for the first 5 years of this plan are presented in the charts and tables later in this plan We still need to do. These figures represent the key prospects available for public Wi-Fi Service in Brazil. These targets are attainable through a proactive approach and by partnering with the 2014 Brazil Soccer World Cup organizing comity. The following business plan has been created on the basis of extensive market research which showed that there will be an massive demand for public internet services. With Brazil’s mountainous topography and dense popupated landscape it is almost impossible to cover large areas with GSM masts. Therefore it is economically viable to rollout smaller areas with local Wi-Fi access. Consumers demand high speed internet connectivity which technologies like 802.11 b and n will give them. There are multiple other benefits going with Wi-Fi rather than GSM. One such benefit is that the consumer can experience speed greater than 50mb/s without having to own a 4G LTE device. Wi-Fi is much...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...978-87-7681-643-8 Download free eBooks at bookboon.com 3 Contents Strategic Marketing Contents Preface 9 1. 1.1 1.2 1.3 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.3.6 1.3.7 1.4. 1.4.1 1.4.2 1.5 So what is marketing? The Three levels of Marketing The value of Marketing; Needs, Utility, Exchange Relationships & Demand The Theoretical basis of competition Generic Strategy: Types of Competitive Advantage What is the basis for competitive advantage? How is competitive advantage created? How is competitive advantage implemented? How is competitive advantage sustained? What are core competencies and capabilities? Resource-Based View of the Firm (RBV) Alternative Frameworks: Evolutionary Change and Hypercompetition Evolutionary Change Hypercompetition The Marketing Concept 11 11 13 20 21 23 24 27 30 31 33 36 36 37 38 2. 2.1 2.2 2.3 What can be marketed? Core Benefit Product Basic product Augmented product 43 47 47 48 Create connections with more impact Technology Roles This is a chance not just to work with a vast range of clients – but to use technology to help them solve some of the most complex challenges they face. In other words, whether you’re in a technical role or one that’s focused on the business side, you’ll have the potential to revolutionise the way the business world works. We have opportunities in every area of our firm: start...
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