...Internet. Cisco opened its first international offices in London and France in 1991 and has opened a number of new international offices since then. During the 1990s, Cisco acquired and successfully integrated 49 companies into its core business. As a result, the company’s market capitalization grew faster than for any company in history—from $1 billion to $300 billion between 1991 and 1999. In March 2000, Cisco became the most valuable company in the world, with market capitalization peaking at $582 billion or $82 per share. By the end of the 20th century, although the company was extremely successful, brand awareness was low— Cisco was known to many for its stock price rather than for what it actually did. Cisco developed partnerships with Sony, Matsushita, and US West to co-brand its modems with the Cisco logo in hopes of building its name recognition and brand value. In addition, the company launched its first television spots...
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...BRAND-BUILDING Branding consists of the name, symbol, slogan, design or any blend of these that identify the offerings of your entity and differentiate it from another. Branding is the visual influence of your company. Brand-building is enhancing brand’s equity directly and indirectly through marketing campaign and promotions respectively. Brand equity is the significance your business name has in the industry without accounting the profitability of the company (Vincent, 2012). Equity mean gives an edge, consideration, or autonomy to a company in comparison to another. Positioning is employing promotion to project differentiation in your business and its offering to targeted customers. Building and upholding a strong brand is a primary intention for successful organizations. A general talk with my friend Mark, the word Apple or iPhone is bound to come up whether in terms a discovery of a new exciting app in the App Store or just about the release of another “out of this world” product. This behavior is not because he’s a young tech savvy but because he adores this particularly brand and all its products. Apple is the leading technological firms in the world. It’s mainly involved in the manufacture of premium and innovative electronic products. Recent studies suggest...
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...Unit 4 discusses building strong brands, in this week’s article Phillips, McQuarrie, and Griffin (2014) discusses their research on visual brand identity (VBI) with art directors and several theories utilized to select and assemble them into an ad campaign (The face of…). Visual brand identity allows marketers to take a holistic approach to feel and view the company’s brand as consumers view it. The pair also states that art directors search for visual elements in their brands to make them stand out from the competition and design an advertising campaign based on what has been found. Furthermore, brand communication in this current day and age has become more visual than any other marketing form. It can be completed in any phase of the product’s production and provides unique aspects to the brand that focus on the image that the physical components (Phillips, McQuarrie, & Griffin, 2014). Relationship to Unit 4: The current article relates to unit 4 because it discussed marketing and building brand identity; which was also discussed in chapter 9. Customers purchase items based on their brand preference or insistence; two methods that can build brand equity. Brand preference occurs when a targeted section of the market chooses a product such as Sargento over Kraft cheese. On the other hand, brand insistence occurs when always purchase one brand over another brand, for example, I like to purchase Johnsonville brats compared to Kroger of Farm Fresh brats. Brand equity is the...
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...CONCEPTS Brand A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market. Brand Associations The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation. Brand Commitment The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand's customer franchise is protected form competitors Brand Earnings The share of a brand-owning business's cash-flow that can be attributed to the brand alone. Brand Equity The sum...
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...EXECUTIVE SUMMARY This dissertation set out to explore how the Internet is changing the brand-building environment, in order to identify the new sources of value, the new brand-building tools and strategies, and to outline the key factors that contribute to the development of a successful online brand. With power shifting to customers, the success of an online brand is largely determined by customer choice. The repeated choice of a certain brand by customers and business partners generates the transactions and repeat business that counterbalances the costs of customer acquisition and infrastructure. Repeat transactions provide the basis for a relationship that, when properly cultivated, creates value for both the company and its customers. This relationship is the basis for the customer loyalty that creates a successful online brand. The companies that are successfully building relationships and fostering brand loyalty are those that recognise that their brand's perceived value hinges on the total end-to-end customer experience, from the promises made in the value proposition, to its delivery to the customer. It is about enticing customers, gaining their trust, and making the experience so satisfying that they are confident in their choice and will return again, and will tell others about it. It aims to create “apostles”, instead of “terrorists”. As such, brand-building on the Internet extends beyond the traditional focus of positioning, advertising, promotions, catchy logos and...
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...------------------------------------------------- DISSCUSS HOW wAITROSE hAS COMBAINED EACH OF THE SEVEN ELEMENTS IDENTIFIED BY JOBBER TO BUILD IT SUCCESSFUL BRAND This report will discuss how Waitrose successfully combined the seven elements identified by Jobber to build its well know brand. Waitrose, an upmarket British food retailer is the food retail division of Britain’s largest employee owned retailer, the John Lewis Partnership. With over 300 branches across the UK, including 30 “little Waitrose” convenience stores (John Lewis, 2013), Waitrose holds 4.9% share of the market; hence standing as the sixth-largest grocery retailer in the UK (UK Kantar, 2013). Waitrose sells over 18,000 products, from food to entertainment etc. it also provides an online service through its subsidiary, Waitrose.com and Ocado.com. Kotler et al (2008) identified a brand as an identity of a specific product, service and/or business; therefore, it must be thoughtfully developed and managed. In order to build and manage a successful brand, Jobber (2010a) identified seven elements: Positioning; Repositioning; Long-Term Perspective; Internal marketing; Being first; Well-blended communication and Quality. 1. Quality: Jobber (2010b) explains that it is very important for companies to build quality in its core products; as he suggest non-quality product is the key, foremost reason for brand failure. Waitrose focuses on food and drinks as its core product. Therefore, it is committed to bring the best quality food and...
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...Building a strong brand • Establish brand identity (Who are you?) • Establish brand meaning (What are you?) • Elicit proper customer response (what do I think or feel about you?) • Convert brand responses to create brand resonance & intense, active loyalty (what about you and me? How much of a connection do I want?) Stages of development Branding objective at each stage 1. Identity 2. Meaning 3. Response 4. Relationships Intense, active loyalty Positive accessible reations Brand salience • Breadth and Depth of Awareness • Product Category Structure • Strategic Implications Creating Buying habits • Early 1900s-Americans teeth health in decline • Advertising mastermind Cliff hopkins • Pepsodent asked for help • In 5 years, pepsodent on of best-known products on earth • Toothbrushing became a ritual for more than half of americans • Key: cue/routine/ reward cycle • Hopkins idea-tooth film as a cue Brand performance • Describes how well the brand: ○ Meets customers' more functional needs ○ Rate on objective assessments of quality ○ Satisfies utilitarian, aesthetic, and economic customer needs and wants in the product or service category Brand Imagery • User profile/Imagery • Purchase and usage situations/imagery • Brand Personality and values • Brand history, heritage, and experiences Brand Judgments • Quality • Credibility • Consideration • Superiority Brand Feelings • Customers' emotional...
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...------------------------------------------------- building a leading technology brand-sap Submitted by- Richard Doley (PGP /19/221) 1. What should SAP stand for? What is its brand promise? SAP has consistent product quality and innovation for which it has to stand but at the same time it should devise a consolidated strategy for all its target markets with one common logo and consistent tag lines so as to avoid unnecessary ambiguity in the customer’s perception. It must have a brand promise of enabling the target companies across the world so as to leverage technology and improve accountability, efficiency, profitability and visibility of their business. Customers should be able to clearly see the values and services they would like to undertake through SAP. 2. Would you make any changes in the branding elements? SAP brand architecture, logos? Though SAP is one of the world’s most reputed companies, they made a mistake in branding. During the initial phase of the internet boom, SAP lost out on a large share of possible customers, because of their seeming inability to innovate. Later on, even though the product that SAP released was a strong one, the possible users speculated that it was just a decision to create a brand. Another factor is that with the country heads being different and the overall coordination being lacking, SAP is unable to portray a single brand image across all the countries where it operates. So, what should be done in this regard is, there should be a centralization. The brand image...
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...Case Study 2 MGT 545 By: Vincenzo Marchese ABSTRACT Over the past three years I have been building a branding and developing agency. The goal of my company is to help those who want to achieve a certain level of success in fashion and entertainment. I started this company with one singer, who is now signed to sony records. When beginning the journey of executed one’s dream many times we are side tracked as was I. Over the years I have been able to build my company, though it is still in the growth process I am working on perfecting my agency so my Service stands out from the rest, and my execution is perfection. Both Chapter 4 on Cost Leadership, and Chapter 5 on Product Differentiation it close to home for me. I this case study I am analyzing my own business, and going thru the processes I went thru to make my service both innovative, and yet similar. The second I walked into my first public relations class at St. John’s University I knew what I wanted to do, and what I wanted to create for myself. Did I know how to do it? Not really, did I know where to start? Absolutely not, did I even know who my customer was? The answer is no to any questions that would make sense for any young entrepreneur. In all fairness I was 19, and overwhelmed with excitement. Thru the years of interning for fortune 500 companies, and working at them after graduation I decided it was time to play with NYC, and see where I could go with my “vision”. ...
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...CLELAND 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...
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...Name: Nnamdi Okechukwu Class: Bus 651, Strategic Marketing Communications and Brand Management NIKE: BUILDING A GLOBAL BRAND When Nike established itself in the marketplace, it used branding to achieve this goal by making its products immediately identifiable and recognizable in the marketplace. Nike’s brand image had a lot of characteristics, but the major ones were Awareness; Nike promoted their products by making sure that potential consumers recognized their brands and correctly associated the brand with a particular product. Consistency in the Marketplace: Nike has done an excellent job in keeping their products consistent in the marketplace. The consumer knows Nikes products for their quality, durability and most importantly its product differentiation from other competitors. Nike has developed strong brand equity in the United States due to its high level of brand awareness. Nike’s sources of brand equity in the US include; Brand Image, Price, Packaging, Brand Awareness and Positioning. These sources of brand equity have created unique, durable, and efficient products that are recognized worldwide leading to higher volume sales and higher profit margins against competing brands. Nike’s effort to become a global corporation has affected its sources of brand equity and brand image in the United States, Europe, and Asia positively. They achieved this by establishing their name in popular sports like soccer, track and field and tennis in Europe, basketball in America...
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...Management Project Type: Unit 2 Individual Project Abstract This paper will cover a brief interview with Dialietta Bishop, an extremely loyal Sprint Nextel consumer. This document will also discuss Sprint’s marketing branding and market targets. Sprint Nextel The company is Sprint Nextel and is known as a renowned telecommunication company that provides high satisfactory services to its consumers. This company was initially founded in 1899 by Cleyson Brown when he started the Brown Telephone Co. By the end of 2012, this company provided services to over 55 million customers still growing. Brand loyalty interview: the brand and its competition Brand loyalty is defined as the act of consumer’ preference for a particular service, product, or good; in laymen terms, the consumer is not willing to experiment with other goods but will make repeated purchases of a particular brand. In interviewing Dialietta Bishop, mother, she made it evident that over the years, she has been a loyal Sprint customer and this preference has trickled down through the family. Initially, she was an AT&T customer however due to challenging customer service incidents and an error in posting payments; she began her quest in finding a new telecommunication provider. Within a few months she chose to take a friend’s advice and sign on with Sprint and for the past ten or more years, she has been a loyal customer of their products (phones and accessories) and services. In discussing the reasons for...
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...Building Brands - Of the Consumers, By the Consumers, For the Consumers In July 2006, HUL (then HLL) launched India’s first community portal exclusively belonging to a brand – The Sunsilk “Gang of Girls”. The initiative was an instant success with the number of members crossing the half million mark within six months of launching. It was HUL’s attempt to revive the Sunsilk brand. Today with a member base of 7.5 lakh users (a mere 2.5 lakh users in four and a half years), the success of Sunsilk’s brand building exercise is debatable. But, what cannot be denied is HUL’s early recognition of a marketing channel – Conversational Marketing - that is moving towards becoming the trend for marketing and brand building in 2012. The launch of Orkut in 2004 (later in India in 2006) and the rise of Facebook’s usage as everyday’s must activity, paved the way for a new kind of a marketing channel which we all know as “Social Media”. Today almost each brand has their own Facebook page which is “liked” by fans, where the brand gets promoted each time the target segment logs onto Facebook. But, not all brands have sufficiently leveraged the true value of social media. Social Media have been extensively used for advertising and sales promotion. So much so that the value of communities like Facebook to marketers has been questioned as to whether it is the right place to reach your consumer. The regular argument is the fact that Facebook advertisements have critically low Click-Through-Rates...
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...and other employees conversed in complex jargon that confused outsiders. • Marketing function was decentralized which resulted in agencies producing independent local campaigns with inconsistent company and product positioning that created confusion among the masses about the actual business of SAP. • SAP was late to venture into the Internet zone and recognize the e-commerce boom. • The launch of mySap.com to mitigate the branding issue didn’t serve the purpose well. Instead it caused confusion and put SAP’s brand equity at risk. • The launch of mySAP.com made SAP appear as a product website instead of a corporation. • The logo and tagline were not consistent across geographies • Advertising campaigns in different markets resulted in different positioning of the company. • The numerous representation of the company on Internet with no consistent governance or design or content creation caused confusion. • All the above factors resulted in a weak and unclear brand...
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...MKTG 305 UNIT 2 DB Chasity Fenn PRODUCT The product that I would like to introduce is a new brand of pot and pan line. These pots and pans are different from any other kind of set that you have ever seen. All of these pots and pans are hard anodized and completely non-stick, which this part alone is not any different from a normal pot and pan set. The difference with these pots and pans is the easy way they can be cleaned. The non-stick on these pots and pans are something no one has ever seen before. Nothing at all sticks to these pans! With other non-stick pans you may have to use cooking spray or oil, but with these there is no need. If that is not enough to get someone to buy, the pots and pans can be customized. You can have any design, colors, pictures, or even engravings put on these pots and pans. No other product can give their customers this kind of personalization. TARGET AUDIENCE The target audience would most definitely be adults ranging from ages 20-60. The benefit of this product is that the age range of the target market is very large; this gives this product a chance to become very popular. Another big target is restaurant owners or top ranking chefs. Chefs love to use their own utensils and cookware when cooking, so I believe this would be an excellent choice of cookware for them. ENDORSER AND SONG The number one endorser that I think would sell this product in a heartbeat is Chef Gordon Ramsey. Chef Ramsey is one of the most known chefs in the...
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