...application and nature of parenting advantage within the context of luxury fashion conglomerates principally as a means of understanding the synergistic benefits that accrue as a result of brand consolidation within the sector. Design/methodology/approach – Derived from company annual accounts, market analysts’ reports and other secondary sources, the paper delineates and evaluates the ten-year renaissance of Gucci brand from a company on the verge of bankruptcy to its emergence as the world’s second largest luxury group. Findings – Through the identification of intra-business group synergies, it is clear that the transference of brand management expertise and competence is the principal dimension of parenting advantage in the Gucci Group. Originality/value – From an examination of the Gucci Group’s brand management strategy, resource investments and business development activities, the paper proposes a model of the luxury fashion brand. This multi-dimensional model identifies the components of the luxury fashion brand, locates their inter-connections and illustrates how these collectively can provide and sustain advantage within this highly competitive sector. Keywords Fashion industry, Premier brands, Brand awareness Paper type Conceptual paper International Journal of Retail & Distribution Management Vol. 33 No. 4, 2005 pp. 256-270 q Emerald Group Publishing Limited 0959-0552 DOI...
Words: 7177 - Pages: 29
...Green Deo A Natural Deodorant Body Spray Developing a new brand Green Deo Course: Brand Management (MKT-416) Prepared for Md. Mahmud Zubayer Assistant Professor Department of Business Administration East West University Prepared by Name ID Section Razoanul Amin Talukder 2005-2-10-207 3 Md. Tanbirul Mahmud 2005-2-10-223 3 Khandaker Muradul Haque 2005-2-10-156 2 Md. Reaj Mahmud 2005-1-10-114 3 Mamun 2005-2-10-258 3 Date of Submission: 20 December 2009 10 November 2009 To whom may it concern I am approving that (1) Razoanul Amin Talukder, Id: 2005-2-10-207 ; (2) Md. Tanbirul Mahmud, Id: 2005-2-10-223 ; (3) Khandaker Muradul Haque, Id: 2005-2-10-156 ; (4) Md. Reaj Mahmud, Id: 2005-1-10-114 and (5) Mamun, Id: 2005-2-10- are the students of East West University and they have assigned to prepare a report on “Developing a new brand of Green Deo.”. For this reason they need to collect relevant data, information and things that will help them to prepare their report properly. This report is entirely for education purpose and the information will be provided by you will not be publish in anywhere. So your helpful support will be highly appreciable. Thank you...
Words: 4127 - Pages: 17
...Direct Energy -Brand Report Card Global Marketing 1: Marketing Fundamentals Veronica Cheong [Email] [Web address] Table of Contents I. Executive Summary ................................................................................................1 Brand Scorecard ................................................................................................................................................... 1 Top 3 Recommendations ................................................................................................................................... 1 II. Industry and Corporate Overview ......................................................................... 2 Energy Industry Overview ................................................................................................................................. 2 Direct Energy Corporate Structure ................................................................................................................... 3 Direct Energy Brand Portfolio .......................................................................................................................... 3 III. Brand Diagnosis .................................................................................................... 4 1. 2. 3. 4. 5. 6. 7. Delivering on Customer Desires........................................................................................................... 4 Relevance .............................
Words: 4995 - Pages: 20
...Submitted To Mahbub Hossain Course: brand and product management American International University – Bangladesh (AIUB) Submitted By Khan Samara Salsabeel #07-09162-2 . | | Mr. Mahbub Hossain Course Instructor Brand and Product Management, sec-A Subject: STARBUCKS CORPORATION: Managing high growth brand. Dear Sir, We are grateful to you for giving us the chance to work on this case study. We would also like to express gratitude to you for your gracious cooperation and valuable guidance for preparing the report. Sincerely, Khan Samara Salsabeel (07-09162-2) Sadia Rezwana (07-09013-2) Kazi Masum (08-09933-1) Mohammad Abdul Kader (08-11783-2) In 1971, Seattle entrepreneurs Jerry Baldwin, Gordon Bowker and Zev Siegl first opened Starbucks in Pike Place Market. At that time, Country’s major coffee brands were engaged in price war, therefore they were forced to use cheaper beans in their blends to reduce costs. As a result there was a decline in coffee consumption. To harness the potential of the gourmet coffee trend in the Seattle area, the founders of Starbucks experimented with...
Words: 3244 - Pages: 13
...Consumer Behaviour Report Crocs : A brand in need of repositioning in India. Sushree Panda FT13180 • Section A • Great Lakes Institute of Management, Chennai 1 TABLE OF CONTENTS Introduction................................................................................................................03 Crocs in India : To reposition or not? ............................................................................04 The best way to reposition ...........................................................................................06 Conclusion.................................................................................................................07 References..................................................................................................................08 Sushree Panda • Consumer Behaviour Report • Great Lakes Institute of Management 2 INTRODUCTION You know your brand needs a repositioning when a fashion consultant like Tim Gunn makes a statement "...the Croc - it looks like a plastic hoof. How can you take that seriously?" Well, being taken seriously is definitely not what CROCS INC. is looking for as the brand itself stands for innovation, fun and comfort for the people who want shoes that conform to their personalities and lifestyles, as well as to their feet. Crocs introduced an innovative shoe made of a revolutionary material called Croslite. The technology was unique as it allowed the shoe to perform both on land...
Words: 1884 - Pages: 8
...compete with other cosmetic brands as a late entrant. This report attempts to discuss on L’Oreal’s expansion in China. For example, in order to speed up the growth in the Chinese market, L’Oreal signed agreements to acquire two famous Chinese cosmetic brands, Yue-Sai and Mininurse. Moreover, according to the contracts, both the founders of Mininurse and Yue-Sai were required to never enter the cosmetics market. Were these problems that affect L’Oreal’s management on the two Chinese brands and its future growth in China? They are to be identified and analyzed in detail. Conclusion and recommendations will be given at the end of the report on how to well manage the two Chinese brands and make sustainable growth in the future. For example, keep the original cosmetics product packaging of Yue-Sai instead of re-packaging it due to the risk of losing brand loyalty. Remain the original core identity of the cosmetics when improving the formula of it. Yet, it is suggested to build up better business strategies for L’Oreal’s development in China in the future. Table of contents Introduction……………………………………………………………………………………………………3 Background and information…………………………………………………………………………...3 Finding and analysis………………………………………………………………………………………..4 Recommendations…………………………………………………………………………………………..6 Conclusion………………………………………………………………………...........................................7 Appendix………………………………………………………………………………………………………..9 Introduction This report aims to discuss base on L’Oreal’s...
Words: 1938 - Pages: 8
...Course: BUS 363.01 Brand Management Professor: Camille Abbruscato Semester: Spring 2013 Course Syllabus E-Mail: camille.abbruscato@stonybrook.edu Office: Harriman 305 Office Hours: Monday and Wednesday 11:30 – 12:50 or by appointment Classroom: Frey Hall Room 205 Time: Tuesday and Thursday 10:00 am – 11:20 am COURSE MATERIALS To keep costs down, there is no required textbook; instead, we will rely on my lecture slides, adapted from Keller’s, Strategic Brand Management text (Prentice Hall). However, as everyone learns differently, there will be copies of the textbook available for sale in the University bookstore and on reserve in the library. RECOMMENDED READINGS To enhance your professionalism and marketing perspective, reading the following business newspapers and magazines is beneficial: * Business Week * Brandweek * Marketing News * Advertising Age * Wall Street Journal * Adweek * USA Today Money Section COURSE OVERVIEW Which brands make you happy? Starbucks? Apple? Nike? Coca Cola? What draws you into these brands? Do you think the brands you purchase are a reflection of who you are? How do companies create compelling brand experiences? How could you cultivate a brand that makes consumers happy? This course explores such questions with the goal of identifying the ingredients for building and managing an inspired brand. The course will interweave lectures, guest speakers, readings and in-class exercises—all of...
Words: 6017 - Pages: 25
...Module Title: Brand Management BMG500 Assignment Title: Developing a Brand Student ID: 524944 Word Count: Module title: Brand Management | Student ID No.: | Module code: BMG500 | Module Credit: | Programme: BA (Hons) Business Suite | Level: | Semester: | Academic year: 2015-16 | Module component being assessed: | Weighting: | Report | 60% | Module/ Assessment Feedback Form Learning outcomes being assessed On successful completion of this assessment you will be able to: L1. Demonstrate an understanding of brand management theory L3. Formulate and justify brand development decisionsL4. Appraise the role of the marketing mix in supporting the successful brandL5. Demonstrate creativity in formulating a brand and associated brand strategyL6. Demonstrate the practical ability of analysis, evaluation, communication and present ideas in a written form. | Feedback by common module assessment criteria (Click box once to check/ uncheck) | | | | | | | | | | | Tutor comments (overall summary in relation to the learning outcomes, including what was done well and what could be improved) | Lecturer signature: | Second marker signature: | Date: | Date: | Agreed Indicative mark (all marks are provisional and are confirmed only after an assessment board) Assessment component | Report | | | Overall Mark | % | * Introduce the report by Identifying factors influencing the brand, ie the philosophy...
Words: 253 - Pages: 2
...Appendices 15 7. Bibliography 19 1. Executive Summary This report is to investigate Topshop, a women’s apparel and accessories retailer based in the United Kingdom and to assess potential market opportunity in Mexico. Areas include, * An analysis of Mexico * Topshop market entry in to Mexico * The targeting and positioning strategies * The Marketing Mix: Product, place & distribution, pricing and promotion. The main finding and recommendations from the analysis of these main areas include, * Mexico has a large, young, growing population * There is a high level of poverty and low level of education * Government policies support FDI * There is a competitive retail environment in Mexico * Mexico’s infrastructure is poor but improving and is high on the political agenda * Topshop has recently sold 25% stake of the Topshop and Topman chain, making them debt free and open to investing in global expansion * There is a growing middle class * The target demographic is middle class females between the ages of 15-34 * A joint-venture with a department store is recommended initially to test the environment and reduce risk while building strategic partnerships and relationships * Franchising is recommended once the joint-venture has been successful, once brand recognition has increased and brand image has been implemented * Brand recognition and loyalty need to be built, achieved by...
Words: 5580 - Pages: 23
...leading sports brand enterprises in the PRC, possessing brand marketing, research and development, design, manufacturing, distribution and retail capabilities. The Group’s products mainly include footwear, apparel, accessories and equipment for sport and leisure uses under its own LI-NING brand. The Group has established an extensive supply chain management system, and a distribution and retail network in the PRC primarily through outsourcing of manufacturing operations and distribution via franchised agents. The Group also directly manages retail stores for the LI-NING brand. The Group adopts a multi-brand business development strategy. In addition to its core LI-NING brand, the Group distributes sports products under its Z-DO brand via hypermarket channel. The Group has established a joint venture with AIGLE under which the joint venture has been granted an exclusive right by AIGLE to manufacture, market, distribute and sell outdoor sports products under the French brand AIGLE for 50 years in the PRC. The Group has a controlling interest in Shanghai Double Happiness, which together with its subsidiaries are principally engaged in manufacture, research and development, marketing and sale of table tennis and other sports equipment under the Double Happiness brand. A member of the Group has also entered into an exclusive 20-year license agreement with Lotto Sport to develop, manufacture, market, distribute and sell licensed products under the Italian sports fashion brand Lotto in the...
Words: 63224 - Pages: 253
...2010 The University of Texas at Austin 05105 Marketing 382 Strategic Brand Management MW 8:00 – 9:15 CBA 3.130 http://courses.utexas.edu Office Hours: Professor Leigh McAlister M/W 9:30-11 and by appointment CBA 7.228 leigh.mcalister@mccombs.utexas.edu TA: Jeremy Battier By appointment jeremy.battier@mba11.mccombs.utexas.edu Required Readings Course Reading Packet (CP): Required Available in GSB Copy Center Everyone must purchase his/her own copy of the packet. Do not share copies of the packet as this is a violation of copyright. Additional readings posted on course web site (BB) (http://courses.utexas.edu) Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This course provides students with insights into the creation of profitable brand strategies. It addresses three important questions: (1) How do you build brand equity?; (2) How can brand equity be measured?; and (3) How do you capitalize on brand equity to expand your business? Its basic objectives are to provide an understanding of: (1) Important issues in planning and evaluating brand strategies; and (2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course focuses on the application of concepts and enhanced...
Words: 4821 - Pages: 20
...[pic] COURSE: MKT 4398 – Strategic Brand Management TERM: Fall 2009 | | | |Section 05: 12:30-1:45 T-Th | | | | | |Room: HSB 101 | | PROFESSOR: Dr. Chris Pullig OFFICE: HSB 223 OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment PHONE: 710-4769 (Office) and 836-0206 (Home) EMAIL: Chris_Pullig@Baylor.edu Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: ...
Words: 3393 - Pages: 14
...presented in the report as required. The goal of the report was to analyze the case study of IKEA and then to present the findings as well as performing some tasks that are required in this report. Firstly, some terms that are closely associated with marketing has been described and analyzed. In addition to that, those terms are also discussed in relation with the case study. Brand, Business strategy, retail sector, price sensitive and franchisee are the terms that have been discussed in this report in the first section. In the second section, the required calculation for average number of customers of each sector and average spending of customers has been worked out. A new mission statement for IKEA has also been proposed there along with the justification for the mission statement. In the third section, the importance and nature of SWOT analysis has been discussed and elaborated. It is seen in the case study that IKEA performs a SWOT analysis that supports their process of building strategy. Moreover, the SWOT analysis of IKEA has also been performed and justified. In the fourth section, SMART objectives and some new marketing mix ideas for IKEA has been demonstrated. In the fifth Section, the concept of marketing model and minimizing the threats for IKEA has been included and demonstrated. Ultimately, the report contains what were required after the analysis of the case was made. Contents Executive Summary Introduction 1 1. Marketing Terms 2 (a) Brand 2 (b) Business...
Words: 2740 - Pages: 11
...Introduction Business management has experienced a number of changes after the significant effects of industrial development. Developments in technology made quality to be easily accessible compared to previous eras and hence, the standards of product purchase switched from the ‘quality’ to ‘design’ as customers, who buy products, increased their expectations from those products. Therefore, 21st century’s business management happened to face the challenges of ‘design’ and ‘brand’ by which they have to stand out their products amongst their peers. In other words, ‘design’ and ‘brand’ have become emotional satisfaction criterion and core components of companies in today’s competitive markets. That is why effective brand identification, which is expected to be established and preserved by the brand strategist, and it is a number of distinctive connections of ideas related to the brand, is essential for market triumph in the competitive retail markets (Kim & Lee, n.a). Part 1 Brand Identification and Design The role of branding for organizations has showed a significant change correspondingly. Branding used to be the symbol of ownership in the past, and then it started to be seen as the intellectual statement of customer benefits. But today, ‘brand’ actually symbolizes the company vision and its strategic positioning in the market. Therefore, the concept of brand is not only ‘the logo on the product’ anymore, but also is the symbol of the philosophy, understanding and vision...
Words: 2077 - Pages: 9
...YO!® SUSHI - BUSINESS STUDIES/MANAGEMENT Student Activity 1 The YO!® brand has been extended into clothing and accessories. You are a merchandising consultant and YO!® has come to you for advice on a new accessory it would like to develop. Write a report of about 250 words with a suggestion for a product that would suit the YO!® brand. When writing your report you need to show that you have taken account of the brand image that YO!® wishes to project. You might find it helpful to look at the YO!® Sushi website www.yosushi.com for further information. Teacher's notes Activity 1 Students need to show awareness of the brand image that YO!® Sushi wishes to project in the presentation of its product. Words that YO!® Sushi uses in its branding guidelines distributed to marketing staff include: bold, engaging, premium, life-enhancing, energising, daring, innovative, informal and respectful. You may find it useful to supply these additional words to students. There are no right or wrong answers. The important aspect to consider when discussing students’ work with them is that their recommendations must be supported by reasoning, focusing on these features. Students may like to support their report with a graphic representation of their recommended product. YO!® SUSHI - BUSINESS STUDIES/MANAGEMENT Student Activity 1 The YO!® brand has been extended into clothing and accessories. You are a merchandising consultant and YO!® has come to you for advice on a new accessory it would like...
Words: 622 - Pages: 3
