...household brand. McDonald’s now has restaurants in over 100 countries and has become the 9th most powerful global brand according to Interbrand. McDonald’s aims to be “customers’ favorite place and way to eat and drink.” However, as the fast food industry has progressed, McDonald’s has lost its identity as that favorite place and is no longer at the cutting edge of the industry. McDonald’s makes every effort to localize its offerings to the consumer segments it appeals to around the world, catering to local tastes and flavors. The company also tries to segment by income level and cater to consumers on varying budgets with its Dollar Menu, premium items, and extra value meals. McDonald’s does not differentiate itself in any one category of fast food, with competitors dominating in taste in other categories, but it does stand out for its variety and convenience. Due to the fact that McDonald’s does not provide the best fare in any given category, it has relied heavily on positive advertising and messaging that targets emotions. McDonald’s messaging focuses on building the brand and highlighting the emotion of happiness. This can be seen in commercials and the long-time slogan of “I’m Lovin’ It,” for example. In order to understand what the brand truly means to consumers, our group conducted a number of different types of research. To begin, we conducted qualitative research including interviews and focus groups in order to understand consumers’ brand associations...
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... MUSIC BRAND ANALYSIS (worth 50% of overall module mark) School: Media, Culture and Society Module: Identity, Opportunity & Exploitation / MUSC10007 CRN600 Year: 4 Semester: 2 Due: 03 April 2015 Assessment Description: For this assessment you are required to write a brand analysis for a music brand of your choice. Choices must be submitted to and approved by the lecturer via email NO LATER THAN 5PM 04 MARCH 2015. If you have not submitted a brand for approval by this deadline, the mark for your brand analysis assessment will be reduced by 5 points. A music brand can be any of the following: • An artist (e.g., Lady Gaga, the Rolling Stones) • A record label (e.g., Ministry of Sound, Nettwerk) • A venue (e.g., King Tut’s Wah-Wah Hut, the Cavern Club) • A music product (e.g., Gibson guitars, Marshall amplifiers) • A music service (e.g., BandCamp, SoundCloud) • Another music-oriented subject, (pending lecturer approval) All brands must be submitted to the lecturer for approval via email by NO LATER THAN 5PM 04 MARCH 2015 to ensure the selected brand will be an appropriate case study for the assessment. Note: only one case study per brand will be allowed per class. If more than one student selects the same brand for study, decisions will be made on a first-past-the-post basis. If your brand is not available for study, you must make an alternate selection. It is therefore recommended you select several music brands that interest...
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...advantage. For consumers, a brand is a promise and a sign of quality. Hence, many companies spend a lot of effort and resources to establish their brands, and also to strive for a long-term success. The purpose of this assignment is to analyze the brand development decisions, Marketing Mix and interpret the brand performance of UNIQLO, the No. 1 apparel retailer in Japan. About UNIQLO UNIQLO is a casual clothing brand which owned by Fast Retailing Co. Ltd and the first UNIQLO store was opened in Hiroshima, Japan in 1984. Differ from other apparel companies, UNIQLO redefined clothing with an unwavering focus on quality and textiles rather than only pursued the fashion trend. The company makes clothes those fit different age, gender, occupation and other way that define people. UNIQLO also believes clothes not only “Made for All”, but also enhance people’s everyday comfort! Based on UNIQLO’s belief, the brand has developed from a chain of roadside stores to an international apparel retailer with style and quality. And now, UNIQLO is a global brand with over 1000 stores around the world. Vision http://uniqlo.archive.tha.jp/us/company/index.html The Vision of UNIQLO is to provide fashionable, high quality, basic casual wear at the lowest prices in the market constantly. And everybody can wear casual wear whenever and wherever. Mission To achieve this, UNIQLO encompassed all stages of the business - from design and production to final sale. Analysis of UNIQLO development...
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...Name: Lecture: Course: Date: Brand Competitive Analysis Introduction Topshop is a British international retailer that focuses in style shoes, clothing, accessories, and make-up. It has about 440 shops throughout 37 nations and internet operations in a number of its markets. The major competitors of Topshop are French Connection, GAP, Zara, and H&M. Topshop is facing competitions throughout the years that cause it to have competitive strategies. It is only that what sells first and well liked will constantly have the benefit. Topshop gives wide range of products and services in order to meet the diverse consumers they attract and give essential to innovative developments, maintaining Topshop on top of the fashion game. Comparison Table Topshop | Zara | H&M | Topshop produce competitive prices and high quality products and services compared to H&M. | Competitive prices and quality products | Produce quality product | Has larger market than H&M | Has the largest market | Lowest market compared to Topshop an Zara | Products are edgier | Zara is much preferred due to a number of aspects, they appear much edgier | Products are not | Support and fit with the current brand image and future brand objective | Support current brand image | Fit future brand objective | Those individuals who like to maintain the current fashion prefer Topshop. | Zara seems to support a more standard fashion that can be worn from time to time | Support less standard fashion compared to...
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...sagepub.com Measuring Customer-Based Restaurant Brand Equity Woo Gon Kim and Hong-Bumm Kim Cornell Hotel and Restaurant Administration Quarterly 2004; 45; 115 DOI: 10.1177/0010880404264507 The online version of this article can be found at: http://cqx.sagepub.com/cgi/content/abstract/45/2/115 Published by: http://www.sagepublications.com On behalf of: The Center for Hospitality Research of Cornell University Additional services and information for Cornell Hotel and Restaurant Administration Quarterly can be found at: Email Alerts: http://cqx.sagepub.com/cgi/alerts Subscriptions: http://cqx.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Downloaded from http://cqx.sagepub.com at SAGE Publications on December 2, 2009 © 2004 CORNELL UNIVERSITY DOI: 10.1177/0010880404264507 Volume 45, Issue 2 115-131 ARTICLE 10.1177/0010880404264507 Measuring Customerbased Restaurant Brand Equity Investigating the Relationship between Brand Equity and Firms’ Performance by WOO GON KIM and HONG-BUMM KIM Strong brand equity is significantly correlated with revenues for quick-service restaurants. In a study 394 respondents gauged the strength of seven quickservice restaurant brands doing business in Seoul, Korea. The study tested four elements of brand equity, namely, brand awareness, brand image, brand loyalty, and perceived quality. Of those attributes, brand awareness had the strongest direct effect on...
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...0 6 N： 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究 The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention 黃少章 / 國立臺灣師範大學 Haung Shau Chang / National Taiwan Normal University 真理大學運動知識學院 運動傳播學刊 第三期 抽印本 中華民國 九十九 年 八 月 一 日 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S N：2 0 7 1 - 3 6 0 6 N： 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究 黃少章 / 國立臺灣師範大學 摘要 品牌經營對頂尖的企業而言是關鍵要素之一，對企業而言，有雄厚品牌資 產是影響消費者行為重要的指標。本研究旨在暸解品牌形象、品牌個性、品牌 態度、品牌偏好與消費者購買意圖之影響。研究對象為臺北市立松山工農 157 個學生，以「品牌形象、品牌個性、品牌態度與品牌偏好與購買意圖調查問卷」 為研究工具以了解消費者的消費者對品牌的知覺。資料分析以 PASW 18.0 for windows 統計軟體分析，以相關分析及路徑分析為研究方法，得到的結果發現： 一、品牌形象、品牌個性、品牌態度、品牌偏好與購買意圖之間有高度相關性， 特別在品牌形象與品牌個性間有很高的相關性很高，顯示品牌個性會受到品 牌形象的影響；其次為品牌個性與品牌態度之相關。至於影響購買意圖相關 性最高的則是品牌態度。 二、品牌形象、品牌個性、品牌態度、品牌偏好對購買意圖路徑模式的結果可 發現，品牌形象、品牌個性、品牌態度、品牌偏好對購買意圖的迴歸模型達 顯著；品牌態度對品牌偏好的迴歸模型達顯著；品牌形象、品牌個性與品牌 態度間之迴歸模型亦達顯著，而品牌態度在品牌形象、品牌個性與品牌偏好 間，有良好的中介效果。 關鍵字：品牌形象、品牌個性、品牌態度、品牌偏好、購買意圖 130 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S N：2 0 7 1 - 3 6 0 6 N： The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention Shau-Chang Haung / National Taiwan Normal University. ABSTRACT Brand management is one of the important key factors for a top corporation. Corporation with strong brand equity will be an index for affecting the consumer behavior. The purpose...
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...Brand and Product Management Scenario Analysis paper Kenneth Proctor BRM/353 February 8, 2016 Michael Ricco Brand and Product Management Scenario Analysis The marketed Brand which I have chosen is Apple and the way in which they are marketed in different countries is more of a one size fits all or standardized approach, this is something Apple uses both domestically and internationally. When apple brings out new devices, they do not customize their phone in terms of features and looks. Using Standardized sizes across all regions, the same range of products for all countries, and no visible customization, with the exception of the power source, pricing, and carrier specifics. Apple utilizing the standardized approach has certainly had its benefits. One in particular was establishing a global brand with a strong identity, which is something that has worked for Apple. However, this does not mean that apple understands the requirements for cultural understanding, and cultural understanding is a big advantage for any company to be involved in global branding. This is also part of a brand living up to the Ten Commandments of Global Branding. The ten commandments of global branding which consist of a brand being known around the world. The first step for a brand to obtain this goal is to research the global branding marketplace, which is made up of many countries and regions, while understanding similarities between them. Also understanding the importantance of investagitnting...
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...Yum! Brands Yum! Brands started out as Tricon Global Restaurants in 1997 as the result of a separation from PepsiCo, and became owners of the KFC, Pizza Hut and Taco Bell brand names worldwide. Yum! Brands is now a Fortune 500 company based out of Louisville, Kentucky and the world’s largest restaurant company in the world in terms of system restaurants. With over 37,000 restaurants in over 110 countries, Yum! Brands dominates four sectors of the quick-service food industry: Mexican with the Taco Bell name, chicken with the world famous Kentucky Fried Chicken brand, pizza with the Pizza Hut chain, and seafood with their Long John Silver’s restaurants. Yum! Brands also owns A&W Restaurants, the longest running franchise chain in the United States, and the world's largest delivery wing chain, WingStreet Restaurants. In their traditional form, units feature dine-in, takeout and, and drive-thru or delivery of fast service food items. Non-traditional units include “express” units and kiosks with limited selections on the menu. These venues are located in non-traditional locations for convenience and practicality, such shopping malls, airport terminals, gasoline service stations, sport centers and stadiums, recreational and amusement parks, convenience stores and colleges and universities (Yum! Brand “Our Brands”). Geographic Sectors Yum! Brands operations include three major segments: a) The United States b) China, Thailand and Taiwan and c) International. Although domestic...
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...To: Miranda Priestly, Brand Manager From: Subomi Y. Johnson Date: April 27, 2009 Re: Analysis and Recommendations for Seventeen Magazine v. Teen Vogue ____________________________________________________________ _________________ In regards to my current assignment, I have conducted detailed analysis of Seventeen Magazine in comparison to Teen Vogue Magazine. In this project I have also included an industry analysis for teenage girl magazines in 2009 and an overview of the marketing mix for both our brand Seventeen as well as Teen Vogue. In conclusion, I have proposed 3 recommendations to better target our audience, build better brand equity, as well as expanding our distribution channels. These recommendations include narrowing our target market, creating a television show, and building a brand store. Thank you giving me this opportunity to analyze the industry and marketing mixes of both brands. In addition, I hope that my three recommendations will better the company in the future. If you have any questions please feel free to contact me at sj7613a@american.edu or by telephone at 202-384-9364 Attachment: Industry Analysis, Marketing Mix, and Brand Recommendations Part 1 Magazine Industry Overview The magazine industry is a very diverse business venture as it is full of multiple segments for its various target audiences. The teen market is full of recognizable names such as the pioneer of teen magazines, Seventeen established...
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...Marketing in practice (Pre Assignment -1) Nandit Pathak (0225/48) Definition of a brand: A brand is a name, symbol, phrase, picture or any other such object that is used to identify a product (or service), giving it certain intangible characteristics other than those that the commodity would have and instill trust and assurance of consistency of product in the user of the product. The antonym of brand (in the marketing context) is commodity, which is undifferentiated, undistinguishable and traded purely by amount. (This is an oversimplification that disregards Levitt’s product levels premise). A brand can also be defined as the focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brand’s products, distribution channel, personnel and communication. Brand of choice: Batman (fictional character, superhero category) Purpose / Philosophy of the Brand: Providing entertainment, delight and peace of mind for the audience in the idea of a world with absolute justice being served, adulation for the perpetrator of absolute justice. Human insight / truth that the brand is based on: People would relate strongly with a definition of justice that entails a strong moral code and self-restraint, and the triumph of man’s intellect over everything else. Benefit: Entertainment, reassurance at idealistic identity. What makes it believable: Vulnerability, lack of superpowers – human-like, sentimental nature of the...
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...Respondent’s Information | Please tell me your name……………………………………………………………………………….. Please tell me your monthly household income………………………………………………………………………………..Please tell me your current age | | | | | | Q1 | Please look at this card and tell me, which of these products have you bought recently? [MA] | Code | Route | | Chips | 1 | | | Chocolates | 2 | | | Ice Creams | 3 | | | Biscuits | 4 | | | Wafers | 5 | | | None of these | 7 | | Section 1: Brand Awareness Evaluation Q2 | TOMCan you tell me which ONE brand first comes to your mind when you think of Biscuits? [SA] | Q3 | SPONTENEOUS BRAND AWARENESS Still thinking about Biscuits what other brands can you think of? [MA] | ANT SECTION Q4 | Are you aware about the “Black Bourbon” Biscuits?[SA] | Code(( )) | Route | | Yes | 01 | | | No | 02 | | Go to Q6 if not coded 4 in Q1 Q5 | Which of the following brands of Biscuits have you purchased? [MA] | Code(( )) | Route | | Parle G | 01 | Q7 | | Krackjack | 02 | Q7 | | 50-50 | 03 | Q7 | | Monaco-Salted Craker | 04 | Q7 | | Hide & Seek Choco Chips | 05 | Q7 | | Hide & Seek Black Bourbon | 06 | Q7 | | Golden Arcs | 07 | Q7 | | None of These | 08 | Q7 | Go to Q6 if Not Coded “6” in Q5 Q6 | You are aware of Hide & Seek Black Bourbon BUT you have not purchased it , can you please tell me the reasons for not purchasing it? [MA] |...
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...Topic: Industry/Strategy Analysis for YUM Brands Introduction Yum Brands based in Louisville, Kentucky, is one of the world’s largest restaurant companies with over 41,000 restaurants in more than 125 countries and territories. Primarily through the three concepts of KFC, Pizza Hut and Taco Bell (the “Concepts”), the Company develops, operates, franchises and licenses a worldwide system of restaurants which prepare, package and sell a menu of competitively priced food items. Their restaurant brands – KFC, Pizza Hut and Taco Bell – are the global leaders of the chicken, pizza and Mexican-style food categories. Their goal is to continue to build three global, iconic brands that people trust and champion. They are evolving KFC, Pizza Hut and Taco Bell into more relevant, engaged, connected and caring global brands. Industry/Strategy analysis Industry Analysis Demand Even though US encounters cautions consumer spending, sluggish economic growth in the first quarter of 2014, customers’ demand in the restaurant industry is still stabilizing after years of declines, which can be found from the recent US sales trends. According to S&P industry surveys, the largest US restaurants as a group continued to recover in 2013 from the great recession. There are a number of reasons discussed as following: First, fast-food restaurant consumption is an important lifestyle for each individual. Restaurants are offering products and services that consumers actively seek out and enjoy;...
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...Brand Audit Part I Victoria’s Secret A. Company: Victoria’s Secret Inc. is the largest American retailer of women’s lingerie and the largest subsidiary of Limited Brands. The company sells lingerie, as well as other apparel, footwear, fragrances, and cosmetics. Founded in 1977 by Roy and Gaye Raymond, their first store opened in San Francisco, California and are currently headquartered in Columbus, Ohio, U.S, with current parent company as L Brands. The company has 1,149 stores including 1,098 stores in the US, 10 in the UK and 41 in Canada. Victoria’s Secret also has 304 franchised stores including 290 Victoria's Secret Beauty & Accessories stores, 13 Victoria's Secret International stores and one PINK International store. In 1983, for $1 million, Victoria’s Secret Inc. was sold to Leslie Wexner, who revamped the look of the company. Transforming a three store boutique into a 346 store retailer. In 1989, Victoria’s Secret Inc. executed an advertising campaign featuring for the first time in the company a ten-page insert that appeared in November issues of Elle, Vogue, Vanity Fair, Victoria, House Beautiful, Bon Appetit, New Woman, and People magazines. Later in the early 90s, Victoria’s Secret Inc. was under it’s current parent company, L Brands. They introduced the Miracle Bra, which was competing with Sara Lee’s Wonder Bra. In 2002 they introduced not only swimwear but a lingerie line, PINK, to target younger women. The Victoria's Secret Designer Collection...
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...Apple Brand Communications Audit Analysis 1.Assessment of Apple’s Website: After browsing Apple's official website, I think it did quite successful with an overall sense and expression of Apple’s brand image. From my own perspective, I like Apple's official website design style, simple and sophistication. On the homepage, the advertisement in the middle catches the eye, with a big post and link to the related products. Colors are also designed to be simple and fresh on the homepage, adapting to Apple’s brand concept and making customers feel comfortable when browsing their website, which will interest customers to learn more information about this company's products and will give customers a perfect user experience. Secondly, I think Apple's official website has great usability, which classified every of its main products in the top homepage clearly, so that the major product information can be easily found and clicked on to get further detail information, such as the valuable product description and the best characteristic features of products. Design is the key of Apple’s concept, ease of use and simple of look differentiate all those “i”-products with others. In addition, Apple 's official website was also set up a product search, so that visitors can search for the information they want to get in the first place. And online customer service setting can promptly solve the customer problems for the product. Overall, everything in their website is very humanized. 2...
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...Ovation Brands Analysis Part 1 Lee Beck Baker College of Jackson Ovation Brands Analysis Part 1 “Herbs may be the spice to our food, but food is the spice to our life.” (Anonymous, 2011) These words shed a light on the effect of food in the modern world. Whether we are talking about freshly made macaroni and cheese from grandma’s pot, or a masterfully crafted risotto from a world famous chef, it cannot be denied that food is an important part of our culture. Companies such as Ovations Brands (known as Buffets Inc. until recently) have seen this truth and have seized the opportunity to make a living from this fact. Buffets Inc. was established in 1983 as Old Country Buffet according to their website. However due to several oversights in their business plans they have had trouble in years of late. In order to fully explain what the problem is, first one must be shown the specifics of the company in question. So this essay aims to set the groundwork by fully describing the internal environment of the company and then the external environment. In this situation we will be only referring to the components involved in the base level of the company rather than the management and corporate levels. Firstly, the most basic of internal components; the inputs. Some of the key inputs of Ovation Brands include uneducated labor, building space, and of course large amounts of food. There are of course other things that could be included in this list such as the grills and coolers...
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