...MKT 533 Branding Strategy Cases Dr. Diane Badame Fall 2015 The price of this reader reflects a 20% discount on production costs, due to the early submittal of material by the instructor. Dear Student: Reproduction of copyrighted material, without prior permission of the copyright owner, particularly in an educational setting, is an issue of concern for the academic community. Unfortunately, the impropriety of much unauthorized copying is all too often overlooked by users in an educational setting. Although copying all or part of a work without obtaining permission may appear to be an easy and convenient solution to an immediate problem, such unauthorized copying can frequently violate the rights of the author or publisher of the copyrighted work, and be directly contrary to the academic mission to teach respect for ideas and the intellectual property that expresses those ideas. With that in mind, the University Bookstore has sought permission and paid royalties for all materials enclosed. The price of your reader reflects those necessary costs. This material comes from "Questions and Answers on Copyright for the Campus Community," Copyright 1993 by National Association of College Stores, Inc. and the Association of American Publishers. MKT 533 – Branding Strategy Dr. Badame, Fall 2015 UNIVERSITY OF SOUTHERN CALIFORNIA MARSHALL GRADUATE SCHOOL OF BUSINESS MKT 533 – BRANDING STRATEGY 1.5 CREDIT COURSE FALL 2015 ___________________...
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...A competitive advantage is the result of matching core competencies to opportunities. In order to gain competitive advantages, a company should provide their customers products / services of same value with lower price or charging premium prices by providing higher value, which can be done by differentiation (Anon., n.d.). The competitive advantages that Apple have compared to their competitors are the user-friendly interface, first mover advantages, attractive designs, innovative features, and a prestigious brand image. In addition, Apple also has full control over all aspects of their computers including both software and hardware. According to Ferguson (2010) the major competitive advantages of apple is their marketing techniques. Being the first mover in the industry, Apple is able to capture most of the market and build a strong brand image. With the high quality products that they deliver, they have successfully formed people’s perception that a good product should be fairly similar to an Apple product. When such perception has been formed, it will be harder for competitors to penetrate the market. These first mover advantages are the result of their continuous innovations. For instance, they are the first company who produce a computer with stylish design that has no visible bolts. Furthermore, the products that they deliver are always user-friendly and this enables them to capture a larger market that includes non-proficient computer users. As a result of their...
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...EXECUTIVE SUMMARY TRENDS • Both the leading players in ice cream in terms of value sales in 2010 – Gujarat Co-operative Milk Marketing Federation and Hindustan Unilever – have well-developed ice cream fast food chains in the consumer foodservice environment in India. Operating under the brands Amul and Swirl’s, the company’s fast food chains helped to propagate their respective brand names, as consumers associated the brand image with the comfortable seating and high-quality service witnessed at these outlets over the review period. Conversely, retail sales of Gujarat Co-operatives brand Amul and Hindustan Unilever’s brands, such as Wall’s and Cornetto, received publicity via in-store promotions. Leveraging on their presence in consumer foodservice, other ice cream fast food brands, such as Baskin-Robbins and Natural, also operate through a range of retail ice cream products in India. COMPETITIVE LANDSCAPE • Gujarat Co-operative Milk Marketing Federation led ice cream in value terms in India in 2010, accounting for a 36% share of retail sales. It has an extremely diverse range of ice cream products, which span economy to premium offerings. The company’s expansive outlet and cold chain network for all its dairy products greatly helped the operations of its ice cream business. Other players, such as Hindustan Unilever and Mother Dairy Fruit & Vegetable also had appreciable brand equity, as the top three players were responsible for a combined 67% share of value sales of ice...
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...Abstract L’Oreal was the world largest French-based cosmetic company, achieved successfully in global marketing with businesses in East and Western Europe, North America, Latin America, Asia and some other countries. Later, they spotted on China as a potential cosmetics market due to its extremely high population and entered the Chinese market to 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...
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...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...
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...MARKETING PROJECT: TABLE OF CONTENTS: 1. Acknowledgment ------------------------------ 1 2. Introduction ----------------------------- 2 3. Summary ------------------------------ 3 4. Objectives ------------------------------ 4 5. Marketing Plan ------------------------------ 9 6. Market Segmentation ------------------------------ 12 7. Product Positioning ------------------------------ 14 8. Product Branding ------------------------------ 16 9. Product Packaging ------------------------------- 17 10. Product labeling ------------------------------- 18 11. Marketing Mix ------------------------------- 20 12. Financial Plan -------------------------------- 22 ACKNOWLEDGMENT LETTER By the grace of Allah Almighty, we have successfully completed the term report on our business proposal. The project was assigned to us by Mr Irfan Hameed. We are thankful to him for giving us a chance to learn about business strategies. This will help us in enhancing our entrepreneurial and creative skills. In successful launch of our Product Wbs cr25, we are thankful to several people without whom the launch would not have been possible. We thank our families for their support and coping up with our absences. Our class fellows and friends also helped us with their suggestions and ideas. Finally, the...
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...C H A P T E R 1 The Importance of Brands PEOPLE OFTEN ASK me, ‘‘What is brand equity?’’ There are many ways to answer this. Some say it’s everything associated with the brand that adds to or subtracts from the value it provides to a product or service. Others emphasize the financial value of the brand asset. Still others stress the consumer loyalty or price premium generated by brand equity. Some even talk about the permission and flexibility a brand gives an organization to extend into new product and service categories. While all of these are very important parts of brand equity, I think the following story best illustrates what brand equity is. Imagine you are having lunch with a long-time and very good friend. Several times throughout the lunch, she makes disparaging and sarcastic remarks that make you feel bad. You think to yourself, ‘‘This just isn’t like her. She must be having a bad day.’’ You meet with her again a week or two later, and again she acts ornery and negative. You think to yourself, ‘‘Something must be going on in her life that she’s really struggling with. Maybe she is having difficulties with her job or her health or her marriage or her children.’’ You may even ask her if everything is all right. She snaps back, ‘‘Of course it is.’’ Your interaction with her continues in this vein over the next couple of months. You continue to try to be supportive, but she’s definitely getting on your nerves. After many meetings and much interaction...
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...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...
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...Annals of Tourism Research, Vol. 38, No. 3, pp. 1009–1030, 2011 0160-7383/$ - see front matter Ó 2011 Elsevier Ltd. All rights reserved. Printed in Great Britain www.elsevier.com/locate/atoures doi:10.1016/j.annals.2011.01.015 BRAND EQUITY, BRAND LOYALTY AND CONSUMER SATISFACTION Janghyeon Nam Kyungnam University, South Korea Yuksel Ekinci Georgina Whyatt Oxford Brookes University, UK Abstract: This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction. Keywords: brand equity, customer satisfaction, brand loyalty. Ó 2011 Elsevier Ltd. All rights reserved. INTRODUCTION Consumer satisfaction is essential to long-term business success, and one of the most frequently researched topics in marketing (e.g., Jones & Suh, 2000; Pappu & Quester, 2006). Because consumer satisfaction...
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...Consumers are forced to make decisions in everyday situations alternative choice. When consumers purchase decision they subconsciously make these decision model, use contains four steps in the order.The first is problem recognition.The second is information search.The third is purchasing processes.The last one is post purchasing decisions. Problem recognition is the first step, because it creates a profile of an unfulfilled need. For example, hungry or want to eat. Personal and TV search options and evaluate each option for each other in many ways. Once a decision is up to consumers to buy the product, and reflect their satisfaction level of position. This may lead to cognitive dissonance, if consumers are not satisfied with the product, can lead to a specific brand loyalty. Culture in Malaysia, domestic decisions are usually made of male head of the house, but when it comes to cooking decision is responsible for ms. Family decision is influenced by the market and social cultural input. Marketing in the target market, price, brand and packaging. These are important aspects for consumers, because they target value pricing, famous brand and package, brand identity. SunRice is an Australian brands, exports 80% of the export country, Malaysia. Rice Lamak, national dish of Malaysia, including a delicious rice and mutton. The popularity of this dish is to make it have the opportunity to export to Malaysia and Australia SunRice brand make consumers aware that this is a high quality...
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...Buying & Negotiating – DT343-3 Module assessment – Academic Year 2013 – 2014 Lecturer: John Mc Govern Due: 12th December, 2013 Words: 1518 Definition According to Quality Logo Products, branding is the “process of using a word or an image to identify a company or its products”. This is what set apart competitors and helps consumers to remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer. Branding is cannot be only considered as just a logo or a product anymore: it is becoming a promised quality and reputation, a whole service behind and includes everything about a company. Promoting the branding In the fast-paced world we know today with the internet revolution 15 years ago and more recently the social media, it is more important than ever to promote recognition of a product or service. If a company is remembered as a quality provider, then you will be encouraging repeat business. Branding is a way to promote this recognition because people tend to adhere to familiarity, being afraid of constant newness and innovations. If consumers recognize a brand that they have previously used and they remember being satisfied with it, they are more likely to choose it again. This is especially true in the overwhelming choice of advertising going on today. The buyer’s role According to Diamond and Pintel in their 8th edition of Retail Buying, the buyer’s role not only consists of simple...
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...RESEARCH PROPOSAL IS IT PRICE A KEY FACTOR THAT DETERMINED BY CUSTOMERS IN BUYING CAR? A CASE STUDY: KOTA BHARU, KELANTAN. PREPARED BY: NOR HAZIRAH JAYA MARA (2009870852) PREPARED TO: ASSOCIATE PROF DR. HJ NIK MUHAMMAD NAZIMAN ABD. RAHMAN IS IT PRICE A KEY FACTOR THAT DETERMINED BY CUSTOMERS IN BUYING CAR? A CASE STUDY: KOTA BHARU, KELANTAN. Nor Hazirah Jaya Mara Faculty of Business Management, Universiti Teknologi MARA Kelantan 1.0 THE INTRODUCTION OF THE STUDY 1.1Background A consumer is the ultimate user of a product or service. Consumer behavior essentially refers to how and why people make the purchase decisions they do. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli that will result in increased sales and brand loyalty. There are a vast number of goods available for purchase, but consumers tend to attribute this volume to the industrial world's massive production capacity. Rather, the giant known as the marketing profession is responsible for the variety of goods on the market. The science of evaluating and influencing consumer behavior is foremost in determining which marketing efforts will be used and when. Consumers adjust purchasing behavior based on their individual needs and interpersonal factors. In order to understand these influences, the previous researchers try to ascertain what happens inside consumers' minds and to identify physical and social exterior influences on purchase decisions...
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... Module Code : MK0389 Word Count : 1997 Dead Line : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically investigate the promotion and branding strategies pursued by global organisations. The key focus is put on the examination of their relative effectiveness and two case studies are used to demonstrate the validity of...
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...consumers? Sheena , G. Naresh School of Management, Pondicherry University, Puducherry, India Abstract Branding means much more than just giving a brand name and signalling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. Brands are a direct result of the strategy of market segmentation and product differentiation. A brand not only merely acts on the market, but also it organises the market, driven by a vision, a calling and an apparent design of what the category should become. Numerous brands wish only to identify completely with the category of the product, thereby expecting to control it. Today, there is a proliferation of brands in the Indian market. Brands of varying shapes, sizes, texture and many other distinctive features are available based on our choice, tastes and traditions. This varying demand is evident in any brand from the car we drive to the food we take. These brands awake interests in the consumers on the basis of the personalities they hold. Every brand thus, has its own distinct personality that appears to us in a different way in different situations. Hence, it is considered imperative for the study to investigate the significance of brand personality which will be crucial for marketers in their decision making and would eventually frame itself as an important variable for branding success. © 2011 Published by Elsevier Ltd. and/or peer-review peer-review under Symbiosis Institute Symbiosis...
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...Tabale of COntent I. Introduction 2 II. Body 3 1. Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES 13 I. Introduction Globalization concept is studied since 1870 (Lee et al, 2009); during the development of its concept, there are many debates around consequence of convergence process of the world. In last three decades, globalization is predicted as noticeable trend causing the homogeneity of consumption pattern in near future (Levitt, 1983 in Robson , 2005), whereas, in this days and age, homogeneity of customer needs, taste and lifestyles is indicated as an impossible phenomenon (De Mooij M., 2011). The debate of globalization versus localization leads to examining application of the maxim- “think global, act local” in different markets across the world. Failures of global brand in standardizing its name, brand image perception, causes the suspicion of existence of global brand. The aim of this study is to examine two dimensions of brand image perception of customer: country of origin effect and brand name. Afterward, my personal...
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