...all answers) 1. What are the brand values of Theo Chocolate? The brand values of Theo Chocolate are being eco-friendly and socially responsible. Theo Chocolate built its image by producing organic, Fair Trade, bean-to-bar chocolate. 2. Is it valid for Theo to attempt to be the Starbucks of chocolate? What would that mean for Theo, exactly? Yes, absolutely. To be the Starbucks of chocolate is deeply rooted in the Theo Chocolate business; Theo's founder, Joe,believes that all parties involved in the business, from cocoa bean farmers to chocolate salespeople, should be treated fairly. Also, this will help to build a sustainable business. The chocolate is no longer a commodity, but a health-based consumer product and a lifestyle. It's not easy to make a difference in everyone's life, but it's meaningful and Theo has firmly made its first step. 3. Theo consumer brand a. What should the objectives be for the Theo consumer brand over the next five years? When Theo’s large competitors shift gears from low-end commodity-based consumer products to high-margin health-based products, focusing on growing niche markets, Theo faces fierce competitionin the chocolate industry. Being able to stick to its current positive brand image and continue producing organic, Differentiating itself from competitors by producing Fair Trade and bean-to-bar chocolate is very important to Theo's long-term success. Thus, Theo should continue to raise its consumer brand awareness and develop new markets...
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...immense passion for music. He has always been different from others in one way or the other. His immense love for music and a possessed wealth for creativity have established him as a founder and lead guitarist of an upcoming metal band, playing a specific type of music called the Thrash Metal. In a small period of time Billy along with his band – Shredder Business Bureau has made a niche for thrash metal and is well known locally and regionally. Billy has established his band locally; however he wants to make it big. Hence he dropped in my office, wherein I work as the identity manager offering creative talents to customers via local advertising agency. I have a good name and recognition in the field of branding. Billy comes to me seeking help to brand his image as a musician. This is taken as a challenge as I have mostly worked for branding of companies. It was for the first time that I will be working for identity branding. The good part is that I will be doing this for Billy !! BRANDING FOR THRASH METAL BAND 2 BRANDING Branding is the process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. To succeed in branding, one must understand the needs and expectations of the customers and prospects. This is done by integrating brand strategies through...
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...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 slogans, to creating a -1- business that can deliver complete...
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...known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Today, Coca-Cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. The company owns the majority of the soft drinks available in coolers and in vending machines in the western world. Mission: Taken from thecoca-colacompany.com everything we do is inspired by our enduring mission: * To Refresh the World... in body, mind, and spirit. * To Inspire Moments of Optimism... through our brands and our actions. * To Create Value and Make a Difference... everywhere we engage. Marketing Audit SWOT Analysis Strengths: * Market leader in soft drinks. * Coca-Cola has massive world appeal. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. * Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintaining a local approach. * Social Responsibility, sponsorship of UK Football Leagues, continual sponsorship of the Olympics. * Other brands owned by the Coca Cola company that have a strong brand image. Weaknesses: * Coca-Cola has effects on the teeth which is an issue for health care. * It also...
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...Will the Web Kill Colleges? In this paper I will examine the article written by Zephyr Teachout entitled “Will the Web Kill Colleges”. The key point of Teachout’s argument is whether or not the Web will kill Colleges. According to the author Zephyr, “undergraduate education is on the verge of a radical reordering” (Chaffee, p.91, para 2). Zephyr states that colleges will be torn apart by the Internets new ways of sharing information. Classes are slowly changing from an in class setting to an online setting that may become permanent over the next 15 years. The author also states “colleges are becoming more virtual” (Chaffee, p.91, para 3). Traditional Colleges will experience a decline in enrollment and since they are depending on tuition this will hurt them tremendously. You don’t have to be in a classroom to do research, ask questions and receive lectures to gain a full learning experience. “The funding of academic research, the culture of the academy and the institution of tenure are all threatened” (Chaffee, p.96, para 4). The evidence used by the author to support his argument is the cost of getting a online degree are relatively inexpensive compared to traditional college. For example, “in state online undergraduate completion degree offered by the East Carolina University costs only $99 per credit hour which is a base of $1200 a year” (Chaffee, p.92, para 2). And the author also believes that the price will “only dive in coming decades as more universities compete...
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...2014/ 2015 Music Around Me DEVELOPMENT OF STRATEGIC AND MARKETING ANALYSIS FOR A NEW MOBILE MUSIC STREAMING APPLICATION CLÉMENT CHEMINAT 56025 MIKOŁAJ SZYMAŃSKI 56026 COUNSELOR: ADA SCUPOLA Music Around Me C. Cheminat M. Szymanski Table of contents 1.0 INTRODUCTION .............................................................................................................................. 2 1.1 Background ................................................................................................................................. 2 1.2 Problematics............................................................................................................................. 4 1.3 Limitations ............................................................................................................................... 5 2.0 METHODOLOGY................................................................................................................................. 5 2.1 Primary Data............................................................................................................................. 5 2.2 Secondary data ........................................................................................................................ 7 2.2.1 Research papers ............................................................................................................. 7 2.2.2 IFPI Digital Music Report 2014 .............................................
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...BRAND IMAGEBrand 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 stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. | The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images...
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...REQUIREMENTS OF A MASTERS IN BUSINESS ADMINISTRATION (MBA) AT THE UNIVERSITY OF CAMBRIDGE ROBIN S. 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 ...
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...Brand Communities: For the love of Brands Smack took a long look at some of the world’s top brands and found the most successful businesses all have one thing in common: a loyal following of everyday consumers. Consumers that form vibrant and loyal communities around a brand, what Smack calls Brand Communities. This white paper is designed to give you a general introduction to the Brand Community, and the benefits and philosophies of Brand Communities to your business. The Changing Consumer If you think that the introduction of the Internet into popular culture was a world changing event, you really haven’t seen anything yet. Right now, as you read this, the very fabric of the Internet is changing. Never mind the billions of web sites currently in existence. Never mind the boundless libraries of both old and cutting edge information all readily available. The Internet has become more than that, it has become a tool that facilitates the most basic of human needs: a tool for conversation. Through blogs, message boards, and sites like MySpace, Facebook, YouTube and Flicker, people are now engaging in conversation with countless others. Engaging others with similar interests. Sharing opinions, photos, news, videos, and taking note of new ideas. People now have networks of friends they have never physically met, networks that surpass international boundaries, all with many shared interests like childhood buddies, music, and more. Brand Communities When looking at brands...
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...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...
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...include: Public relations and marketing skills/The ability to take long term perspective/Understanding of the opportunities presented by “institutionalized” markets Brand name is the main strategic relationship and this creates a strong acknowledgement from customers. The brand is associated with the words fun, innovative and daring. This can result in transfers all the marketing and promotional activities up to the present for the specific venture respectively. For example: Virgin Digital UK offers digital music to a wide variety of customers in the mediums that are compatible with wide range of software and digital hardware. The company has deep roots in music industry begins with its record company Virgin Records. The company has benefited by the ownership and right to many music tracks and make available to the public. Virgin mobile can takes the advantage of download music to mobile phones as an incentive for customers to subscribe to Virgin mobile service providers. It allows the Group to offer packages and exclusive deals that have potential to draw even more customers Virgin has the ability to take long term perspective as another parenting added-value. corporate rationale was to sacrifice their short-term profits in order to gain a longer-term growth and therefore they used an independent business level decision making method. This corporate rationale allows the managers to make decisions independently for growth and feel the same degree ownership and values that...
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...The Anschutz Entertainment Group (AEG) is a leading sport and entertainment group that boasts the world’s largest collection sports team and sporting facilities. AEG owns and controls numerous sporting facilities in the United States with such arenas as the Staples Center in Los Angeles, Prudential Center in Newark and the America Airlines Arena in Miami under its control. AEG developed and operates the Home Depot Centre in Carson Los Angeles “it is the official U.S Olympic training site that features elite facilities for soccer, tennis, track and field, track cycling, boxing, lacrosse, rugby, football and other sport. The Home Depot Center also hosts concerts and family shows and is the home of the Major League Soccer’s Los Angeles Galaxy and Chivas USA” (Anschutz Entertainment Group, 2012). It is also the national training center for both the Men and Women national soccer teams. AEG also controls many facilities worldwide, in Europe in controls the O2 area in London and the O2 World arena in Berlin, The Hamburg Arena in Hamburg, the Ahoy arena in Rotterdam and the Globe Arena in Stockholm. In Asia it controls the Wukesong Arena in Beijing and the Qatar National Convention Center in Doha. AEG also controls Acer Arena in Sydney Australia. AEG owns a share in an impressive number of sports teams around the world and has a firm grip some of the largest sporting franchises and various sports. AEG part owns the Los Angeles Galaxy, Houston Dynamo’s Major League soccer teams and...
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...NESPRESSO AND ITS STORES - SYNOPSIS RETAIL MARKETING HA – E125 Autumn 2012 Cpr n° 051092-3138 Cpr n° 270790-4162 Copenhagen Business School PURPOSE STATEMENT This synopsis will present some problems related to the brand Nespresso and more specifically concerning its store management. We will focus on issues associated on store layout, design and visual merchandising. Nowadays, Nespresso highlights its boutiques while they were not integrated in the initial business model of Nespresso. Indeed, they have only been created in 2002 in order to address customers’ needs. The brand decided to develop its boutique due to the growing demand of its customers for a face-to-face contact, which means a lack of direct relationship with them. However, this touchpoint is indispensable in the strategy of the brand nowadays. In France for example, the rate of opening of shops is about two or three a year. First we will present briefly the brand Nespresso and its products. Thus we will approach its positioning and channels of distribution in order to introduce the store concept and design of Nespresso. Finally we will deal with theories related to our problem statement: the store design and atmosphere in Nespresso boutiques and the SOR model. CASE PRESENTATION Nespresso is the leader on the premium portioned coffee market. The brand was created in 1986 by Nestlé Group which is located in Switzerland and has a turnover of almost two billion euros. Nespresso changed the idea of coffee as...
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...Expert speakers include: Monday 13th - Thursday 16th November 2006, SANA Malhoa Hotel, Lisbon, Portugal Developing a clear brand identity which differentiates your service offerings, enhances customer loyalty and optimises the lifetime value of your profitable customers Discover the key to building and maintaining a successful telecoms brand Optimise your branding strategy to differentiate your services and keep your customers loyal Understand how re-branding can strengthen your position in today’s competitive and convergent telecoms environment Use convergence, content and new services to improve and strengthen your brand PRE-CONFERENCE WORKSHOP Monday 13th November Building and Maintaining A Successful Telecoms Brand Led by: Mybrand Consultants Simone Muet, Project Manager, NExT Transformation France Telecom Group Andre Schloemer, Vice President Brand Management, O2 Jonathan Bill, Head of Category Management, Content Services, Vodafone UK Morgan Holt, Director of Media Innovation, 3 Olivier Laury, Content Director, Multimedia Mobile i-Mode Division, Bouygues Telecom Daniel Probst, Head of Group Identity, Swisscom Eveline Knipping, Head of B2B Campaign Strategy & Evolution, BT Global Services Simon Stauber, Director, Brand Communication & Content Marketing, Orange Switzerland Jonathan Donovan, Head of Employee Relations, O2 Sofia Castro, Brand Strategy Manager, Optimus Thomas Wedl, Marketing Director, Tele.ring Karin Kollenz, Marketing Planning & Strategic Projects...
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...How is building a brand in a business to business context is different from doing so in the consumer market? Answer Building a brand in ‘Business-to Business’ context: Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G). B2B (Business to Business) Branding is a term used in marketing. Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source. Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the brand. These...
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