...Branding Strategy: Building Strong Brands Some analysts see brands as the enduring asset of a company, outlasting the company’s products and facilities. Brands are powerful assets that must be carefully developed and managed. Here are some key strategies for building and managing brands. Brand Equity: Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty. A brand has positive brand equity when consumers react more favorably to it than to a generic or unbranded version of the same product. It has negative brand equity if consumers react less favorably than to an unbranded version. High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because the brand name carries high credibility, the company can more easily launch line and brand extensions. A powerful brand offers the company some defense against fierce price competition. Building Strong Brands: Branding poses challenging decisions to the marketer. The major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship, and brand development. • Brand Positioning: Marketers need to position their brands clearly in target customers’ minds. Positioning refers to the act of designing the company’s offering and image in such...
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...interoffice memorandum to: Gordon Badovick FROM: SUBJECT: BRAND AND POSITIONING FOR SLENDERTONE DATE: 5/24/2012 WHAT CAN SLENDERTONE DO TO ENHANCE PRODUCT/BRAND CREDIBILITY AND INCREASE SUCCESS IN THE MARKETPLACE? Alternative 1: We have been very successful relationship with the medical practitioners in Ireland and France. We could obtain celebrity endorsement from a sport professional that has personally benefited from our product. This would increase our product branding as effective. The professional endorsement would increase our product visibility in the market place and appeal to our target market of men and women 20 – 60 years. The endorsement would be enhanced through infomercials, TV and radio commercials, community health fairs and at weight and physical therapy conventions. The spokes person could attend and give first hand feedback on the products effectiveness. Alternative 2: Slendertone will need to have a non-biased third party validate the products effectiveness. I would recommend a government entity from both Ireland and France trial the product and give an unfettered medical report. The two associations that I recommend would be the Association of Occupational Therapists of Ireland and the Association Nationale Francaise des Ergotherapeutes. Both have excellent reputations are well-respected occupational therapist associations. If the report is favorable as our test indicates, we could leverage their findings to bolster our product...
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...Assignment 4 1. Branding Strategy Option c would be the best branding strategy to introduce our new product. We came to the idea to extend the brand Heineken Pilsner, because there is a gap created in the market due to the government regulation which rises the age-limit for drinking alcohol from 16 to 18 years old. Later on we decided that we want Heineken Energy to become the new market leader in energy drinks. The reason we chose Heineken as a brand is that it has a high Customer-Based Brand Equity (CBBE). This can be explained by the five A’s of CBBE; awareness, associations, attitudes, attachment and activity. By analyzing the brand elements of Heineken it becomes clear why we choose to pick Heineken as our main brand. The brand name, the logo and the packaging are currently memorized to a great extend by customers. Most people perceive Heineken Pilsner as one of the best tasting beers in the world and on top of that it gives people a strong community feeling while drinking Heineken, which other brands are not able to create. This gives Heineken deep brand awareness, because people definitely think of a Heineken Pilsner on various occasions. For instance when they watch football games, when they go to a club or café, when they are having a birthday, so at almost every possible type of leisure activity. The associations with Heineken are very strong; the beer is exactly how customers want it to be and its unique characteristics make people drink the beer. Due to...
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...identifies one’s firm product(s) and sets it apart from the competition.” Companies depend on their products being identified and purchased by consumers by way of these brandings. When deciding upon a name, brand our symbol the company has to make sure that it is memorable, easy to say and recognizable to the consumer. Companies first use the “easy” test; easy on the eye, easy to say, easy to remember and easy to read. Prym Consumer USA Inc., (formerly Dritz), a sewing notions and craft company located in South Carolina. Prym Consumer is the largest manufacturer and distributor in the United States and has been for 400 hundred years. Originally, the company sold all their notions and tools under one name or brand, if you will. It was known and recognized all over the country by all those who sew, quilt, and craft. As the years went by, sewing and quilting underwent a slow period and notions did not sell as well as expected. In the past fifteen years or so, crafting along with sewing and quilting has become one of the most popular hobbies and pastimes outside of paper crafting. As the needs grew, so did Dritz. Later, they change the name due to the changes, needs and market of their consumers. They now sell with other brand names, all created by one company. The strategies used by the company were individual, family, store and national brand. The Prym/Dritz name is a registered and licensed trademark. There are several other...
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...Definition of Brand ……………………………………………………………….2 2.2 Brand Strategy ………………….…………………………………………………3 Ⅲ. The Benefits of Brands ……...…………………………………………………….3 3.1 Company Value ……………………………………………………………...……3 3.2 Consumer Preference and Loyalty ....……………………………….............…….3 3.3 Barrier to Competition ……...…………………………………………..…….…..3 3.4 High Profits ……………………………………………………………………….4 Ⅳ. The Ways to Build Branding Strategy …………………………………………....4 4.1 Increase Brand Loyalty …………………………..……………………………….4 4.2 International Brand Strategy …………………..………………………………….5 Ⅴ. Branding Strategy in Changyu Company …………………………………………5 5.1 The Culture Branding Strategy ……………………………………………………5 5.2 The High-edge Market Branding Strategy ………………………………………..6 Ⅵ. Conclusion ………………………………………………………………………...7 Bibliography…………………………………………………………………………...8 页数：共8页 字数：1952字 The Effect of Branding Strategy in the Development of Changyu Company Abstract This paper describes the definition of brand, why we should study brand, and how to create a brand. In order to value the effect of branding strategy in a company’s development, the author takes Changyu Company as an example. Through the analysis of Changyu’s branding strategy, some effective ways to build branding strategy were identified. Meanwhile some of Changyu’s successful branding strategy was summarized up, which are all excellent guidelines...
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...BRANDING STRATEGY IN BANKING SECTOR IN INDIA A REVISED SYNOPSIS SUBMITTED FOR Ph.D. IN MANAGEMENT Table of Contents 1. TITLE OF THE THESIS 3 2. INTRODUCTION 3 3. A BRIEF REVIEW OF THE WORK ALREADY DONE IN THE FIELD 4 Branding 4 Branding Strategies 4 Branding strategies in banking sector 5 4. NOTEWORTHY CONTRIBUTIONS IN THE FIELD OF PROPOSED WORK 6 Rationale of the research 6 Objectives of the study 7 5. PROPOSED RESEARCH METHODOLOGY 7 Research Design 7 Sampling Frame 8 Sample size 8 Sampling technique 8 Data collection 8 Data analysis techniques 8 6. EXPECTED OUTCOME 8 7. BIBLIOGRAPHY 9 8. LIST OF PUBLISHED PAPER 10 1. TITLE OF THE THESIS BRANDING STRATEGY IN BANKING SECTOR IN INDIA 2. INTRODUCTION Brands have been considered as the second most important assets for a firm after customers (Ambler, 2000 Doyle, 2001 Jones, 2005). Due to rapid changes in global banking sector and increased competition experienced between banks, ‘Brand Management’ has become more important. Good brand management brings about clear differentiation between products and services, ensures customer loyalty and preferences and may lead to a grater market share which ultimately increased Brand Equity. Brand Equity is the final desire or value added, which is created by product using brand. Brand equity is like a property for the company, which can enhance cash flow of business (Simon and Sullivan, 1993). It can support cost of resources in order to enhance market share...
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...1. Introduction Brands are more than just names and symbols. Brand represents consumers’ perceptions and feelings about a product and its performance-everything that the product or service means to consumers. The real value of a strong brand is its power to capture consumer preference and loyalty. In a cluttered, competitive market place, the brand elements that make up the brand will have to do more and more of the selling job. In a time- compressed marketing world the fact that brand name can be noticed and its meaning registered or activated in memory within just a few seconds is a tremendous asset and provide a firm with a strong competitive advantage. Mutual Trust Bank Ltd. is the leading multinational bank in this country. To maintain its leading position in the Bangladesh, Mutual Trust Bank Ltd. is always keen to develop long-term beneficial relationship with trustworthy clients. The ability of Mutual Trust Bank Ltd. to establish itself as a successful bank and the creation of a strong brand image is because of the high quality service it provides to its customers. ‘Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers" A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company’. ‘Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently...
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...section Market segmentation strategy involves dividing the market into different groups and how a market is segmented is based on certain variables. A Company must identify the parts of the market it can serve best in order to reach their specific target market as well as to achieve the maximum profitability. According to Prof. Dr. Christian Schuhart, several criteria used for different market segmentation include: demographical, socio-economical, psychographic and observable behavior segmentation. Demographic segmentation is market segmentation based on various demographic factors such as age, gender, marital status, social class, etc. It helps the firm to divide the market into several segments or groups, each having a common variable and target each of these groups to enhance its performance; In Psychographic segmentation category, the attitudes and lifestyle of the consumers are considered; Socio-economical segmentation is done on the basis of profession, education, income etc; Behavioral segmentation is based on the customer’s price behavior, brand loyalty and shopping locations towards the purchase of intended products. Market segmentation is the basis for marketing strategy development. A company needs to design the right strategies to develop the relationships between its products to right consumers. Case section In terms of Red bull, the demographic and psychographic segmentation strategies are applied in their product design and branding approach. A key component...
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...STARBUCKS BRANDING STRATEGY Presented By: Tanveer Ahmad Beigh Roll. No. 217 MBA The Business School Starbucks Corp., the world’s biggest coffee retailer, unveiled a new logo that drops the words, "Starbucks" and the "Coffee" , from their well-known green coloring encircling the iconic sea nymph at its centre. This is the fourth version of the logo since the company's beginnings as a small coffee shop in Seattle in 1971. Those prior versions of the logo helped build Starbucks into one of the world's best-recognized brands, and the company now feels it no longer needs to reinforce its name at every turn. Starbucks plans to bring the logo to stores in March on its 40th anniversary. No sooner the plans of the company to alter its logo have been announced, there has been a lot of ballyhoo on the various media regarding this change. The main reason for removing the company name from the logo is, according to Schultz (CEO of Starbucks), to free the mermaid – this is supposed to represent the firm’s ability to free themselves from the coffee market. The name ‘Starbucks coffee’ confines the market of the company to drinks and thus limits their growth potential. Let us consider the benefits of this branding strategy by Starbucks. As the change in the branding is the removal its verbal part, it removes a language barrier. Starbucks started...
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...Review 4 Branding Strategies of McDonalds in UK 4 McDonalds presence in Social Media 4 McDonalds as a Brand and Customer Loyalty 4 Research Methodology 6 Type of Investigation 6 Data Collection Method 6 Sampling Method 7 Accessibility Issues 7 Ethical Issues 7 Anticipated Findings 8 Conclusion 8 Introduction The term brand can be described not only as a way of imposing a premium price and position in the marketplace but in order to be successful in the market a brand must classify a brand strategy that enable its customers and audience to understand it added value proposition on the basis of quality, efficacy and appeal. The brand name not only helps to identify a product but also its producer or manufacturer. A brand also helps in delivering of the message clearly and confirms the credibility of any business entity. Brand name is also indicator of the characteristics of the product. Branding could be defined as a ‘promise delivered’ and to be successful a business entity must be able to deliver that promise every single time. For branding most of the business entities come up with a short statement that describes the purpose of your brand. The branding strategies help in launching a product in the market and in creating a brand that will expand and mature in a saturated market place. To make effective branding strategies is always crucial for a business entity as they have to live with the decision for a long time. Strong branding strategies can affect...
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...ACADEMIA DE STUDII ECONOMICE BUCUREŞTI FACULTATEA DE MANAGEMENT ŞI ADMISTRATIE PUBLICĂ Strategia de branding a Thailandei Conf. univ. dr. POPESCU Ruxandra Irina Studenti: Defta Catalin-Ghorghe Comoroschi Daniel Antonio Grupa 219, Seria A Bucuresti, 2013 Cuprins 1.Prezentarea Thailandei………………………………………………………………………………………………………………….3 2.Prezentarea brandului……………………………………………………………………………………………………………………4 2.1.Contextul crearii brandului……………………………………………………………………………………………..4 2.2.Prezentarea logo-ului si sloganului…………………………………………………………………………………5 2.3.Actorii implicate……………………………………………………………………………………………………………..6 3.Strategia de marketing…………………………………………………………………………………………………………………..6 3.1.Campaniile de promovare derulate in timp……………………………………………………………………7 4.Grupurile tinta………………………………………………………………………………………………………………………………11 5.Efectele strategiei de marketing…………………………………………………………………………………………………..12 6.Structura de primire turistica………………………………………………………………………………………………………..12 6.1.Prestigiul……………………………………………………………………………………………………………………….16 7.Concluzii……………………………………………………………………………………………………………………………………….17 8.Bibliografie……………………………………………………………………………………………………………………………………17 1.Prezentarea Thailandei Forma statala : Regatul Thailandei Imn naţional: Phleng Chat Forma de guvernamânt: monarhie constituţională Suprafaţa: 514.000 km² Populaţia: 62.354.402 locuitori Limba oficială: thailandeza Religie: 95% budism himalayan, 3% islamism, crestinism, hinduism Capitala:...
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...TABLE OF CONTENTS INTRODUCTION ………………………………………………………………………3 TOYOTA……………………………………………………………………………......4 TOYOTA BRANDING STRATEGY………………………………………………… 5 NOKIA…………………………………………………………………………………. 6 NOKIA BRANDING STRATEGY…………………………………………………….7 REFERENCES INTRODUCTION Observing the 2013 and 2014 world global branding ranking, I noticed that the top ten brands are mostly brands that the 21st century would consider as essentials. Brands like Coca-Cola and Mac Donald’s (Food) apple (communication), Toyota (Transportation) etc. Innovative and technological product are the brands that are mostly at the top, highly innovative products who are also committed to a sustainable drive are seen growing from the bottom spot also. The top five spot remained unchanged from 2013 to 2014. With the top spot remaining unchanged so many changes were made at bottom spot and Nokia was a big fall out declining tremendously from 57 position all the way to the bottom three, Apple maintained the first position with a value of 118,863$m and a +21% while google and Toyota still maintained their spot, bottom slackers like Gap moved a spot up from 100 to 99th position. My research will be focused on Nokia and Toyota, talking about the the brands, their marketing strategies, how they have been able to increase their sales globally and their ranking performance among the global brands. TOYOTA MOTOR MANUFACTURING COMPANY Toyota is one of the worlds, popular...
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...A brand orientation typology for SMEs: a case research approach Ho Yin Wong and Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability...
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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 the theoretical...
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...Branding Strategy.... Building brand equity. “The branding strategy is creates strong brand values which have resonance with the customer and are relevant for the extent of the customers life cycle.” Learning objectives The first step in implementing a branding strategy is to understand the risk involved in the different strategies. After that, we will explore the implications of the different strategies on adding new products and incorporating acquired brands into the portfolio. After the lessons the student should be able to: • Understand the level of risk associated with the different branding strategies. • Understand what generates risk to the brand. • Identify which branding strategies are appropriate to the various segmentation plans. • Understand understanding how a company can avoid dilution of the brand as the product group grows. Brand equity The marketing goal is fulfilled when the brand equity is maximized. As in all matters relating to the concept of equity, there is a balance between risk and return. The choice between different branding strategies means balancing the expected return. A strategy with commonly yields high brand equity is usually associated with a significantly higher risk that the brand can be damaged when there are problems with any products carrying the brand. The brand equity should be seen as the accumulated value of all brands in the company portfolio. Different branding strategies are associated...
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