...management company. Brand Rosewood is only known among hotel professionals. Rosewood differs from its completion by giving uniqueness to its hotels. Rosewood hotels carry their own brand. Rosewood hotels are unique, each hotel is one of its kinds, and they are creative and flexible. Each hotel’s interior, exterior and menu reflect the local culture and define the local philosophy. Rosewood growth strategy: 1. Re-launch and re-position an existing luxury hotel which has a strong brand name by providing professional management 2. Help developers build luxury hotel and create brand equity in the property. Brand Rosewood is never marketed, and is not popular in market. Many customers don’t know the name rosewood some knew through the travel agent. Individual property was stressed not the brand name. Rosewood always marketed the hotel by the property name. Rosewood’s management has been considering new branding strategy. Instead of branding hotels locally, rosewood is considering to go with corporate branding with all its hotels. From the data analysis 40% of the customers enjoyed return visit but only 5% stayed in more than one of Rosewood’s properties. By branding Rosewood ought to improve cross property usage and build a strong brand name among customers. 2. DEFINE THE BRANDING OPTIONS AND DISCUSS THE NONFINANCIAL PROS/CONS OF EACH. ADDRESS THE PROS AND CONS AND HOW YOU WILL DEAL WITH THEM. Rosewood has two branding options: 1. Individual Branding 2. Corporate...
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...emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also...
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...Case 4 Inside Intel Inside What was the original motivation behind Intel’s decision to launch the Intel Inside branding campaign? What factors have accounted for the success of the campaign? From a consumer perspective, how does the Intel inside logo affect your PC buying decisions? Intel was a market leader in PC Microprocessor industry. Due to evolving new technology and intensifying competition, sustaining technological lead was of utmost priority in 1990 for Intel. They had threats from growing powers like AIM (Apple, IBM and Motorola) tie ups in 1991. To counter this competition, Intel doubling up their R&D. There were simultaneous development of products of 2 generations going on. The other competitors could not catch up with Intel’s speed of development of new products. In 1997, Intel encountered loss of market in < $1000 PC market. This segment was fast growing. AMD was a major player and gained market share in this segment. Intel did not want to lower their price because this would affect their brand equity as well as reduce their bottom lines. So they countered by introducing another product that they positioned in entry level segment. This kind of product differentiation allowed them to gain leadership in that market without diluting their brand image. They also lowered price of their older product to compete directly with AMD. Their product 286 was a big success in the market. But 386 processor sales did not pick up even 3 years after launch. This was...
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...LEARNING OBJECTIVES After reading this chapter, students should: ❑ Know what are the characteristics of products and how do marketers classify products. ❑ Know how companies can differentiate products ❑ Know how a company can build and manage its product mix and product lines ❑ Know how companies can combine products to create strong co-brands or ingredient brands ❑ Know how companies can use packaging, labeling, warranties, and guarantees as marketing tools CHAPTER SUMMARY Product is the first and most important element of the marketing mix. Product strategy calls for making coordinated decisions on product mixes, product lines, brands, and packaging and labeling. In planning its market offering, the marketer needs to think through the five levels of the product: the core benefit, the basic product, the expected product, the augmented product, and the potential product, which encompasses all the augmentations and transformations the product might ultimately undergo. Products can be classified in several ways. In terms of durability and reliability, products can be nondurable goods, durable goods, or services. In the consumer-goods category, products are convenience goods (staples, impulse goods, emergency goods), shopping goods (homogeneous and heterogeneous), specialty goods, or unsought goods. In the industrial-goods category, products fall into one of three categories: materials and parts (raw materials and manufactured...
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...shape, or physical structure of a product. Most products can be offered with varying features that supplement their basic function. Marketers can differentiate products by customizing them as well. Most products occupy one of four performance levels: low, average, high, or superior. Performance quality is the level at which the product’s primary characteristics operate. Quality is increasingly important for differentiation as companies adopt a value model and provide higher quality for less money. What is services differentiation? When the physical product cannot easily be differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, customer training, customer consulting, and maintenance and repair. What is bundling? Sellers often bundle products and features. Pure bundling occurs when a firm offers its products only as a bundle. A talent agency might insist that a “hot” actor can be signed to a film only if the film company also accepts other talents the agency represented (directors, writers). This is a form of tied-in sales. In mixed bundling, the seller offers goods both individually and in bundles, normally charging less for the bundle than if the items were purchased separately. An auto manufacturer might offer an option package at less than the cost of buying all the options separately. A theater will price a season subscription lower than...
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...ABSTRACT Ingredient Branding, a subset of Co-Branding, wherein two or more brand names are used on a single product to increase product differentiation and further market share is becoming increasingly visible in the marketplace today. This strategy is generally used to enhance Brand Potential and works on the rationale that, “If a consumer understands the functions, attributes and benefits of the ingredient, he or she will pay more attention to this offering and if it is unique compared to others, it can lead to loyal and profitable customer relationships”. The goal of this Dissertation is to conceptualize Ingredient Branding Strategy and measure its effect on Brand Choice. It seeks to examine the impact of an Ingredient Branding Strategy on consumer’s attitude toward the Host Brand depending on the Partner Brand. To better understand this impact, a review of the most relevant theories on Co-Branding, perceived quality and attitude towards the brand is first presented. On the basis of this literature review, a conceptual framework is proposed concerning the overall transformation of the associations tied to the host brand, the perceived quality and the consumer attitude towards the brand. The overall evaluation of the brand is based on three parameters viz. Perceived Quality, Brand Image & Brand Attitude. INTRODUCTION INTRODUCTION In today’s dynamic economy, companies try to find new ways to maintain their competitive advantage, which helps them to better manage...
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...Journal of Marketing and Management, 3 (1), 60-77, May 2012 60 Perceived Impact of Ingredient Branding on Host Brand Equity Prof. Kavita Tiwari, Dr. Rajendra Singh AICAR B-School, Navi Mumbai, India kavitat786@yahoo.com, prajsingh71@rediffmail.com Abstract The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to identify the potential factors of ingredient branding. The research methodology adopted for the analysis in our study is to some extent a replica of previous studies conducted within ingredient branding. We conducted a survey based on questionnaire method. For which a close ended structured questionnaire on 5- point Likert scale basis is being designed .The survey was conducted among 212 respondents consisting of customers in Indore city. While doing this research we have gained insights on how several aspects of our study could have been conducted differently. We recommend that a similar study should be conducted again, this time with well known host brands and ingredient brands that focus on utilitarian needs from a consumer perspective. A more representing respondent group would also increase the arguments for generalization among a wider population. By using SPSS we can conclude...
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...Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning, personality, relationships, and presentations. Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”), trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is “Think different”),etc. | Brand identity is the total proposal/promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world. Brand identity is the noticeable elements of a brand (for instance - Trademark colour...
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...sustaining the brand. Branding makes customers committed to | |your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. | |Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, | |packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service. | |Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It | |gives an image of an experienced, huge and reliable business. | |It is all about capturing the niche market for your product / service and about creating a confidence in the current and prospective customers’ minds that you are the unique | |solution to their problem. | The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer...
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...Chapter 12: Setting Product Strategy GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. exceed b. meet c. capture d. compete with e. comprehend Answer: b Page: 372 Level of difficulty: Easy 2. The customer will judge the offering by three basis elements: ________, services mix and quality, and price. a. performance b. salespeople c. price d. product features and quality e. none of the above Answer: d Page: 372 Level of difficulty: Easy 3. The components of the market offering include all of the following EXCEPT ________. a. product feature b. product quality c. reputation of firm d. services mix and quality e. value-based pricing Answer: c Page: 372 Level of difficulty: Easy 4. In planning its market offering, the marketer needs to address five product levels. These levels include all of the following EXCEPT ________. a. potential product b. augmented product c. core benefit d. basic product e. product usage/purpose Answer: e Page: 372 Level of difficulty: Medium 5. The five product levels constitute a ________. At each level more customer value is added. a. customer augmented product b. customer consumption system c. customer value hierarchy d. customer perceived value e. customer hierarchy Answer: c Page: 372...
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...Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising...
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...Marketing Association's definition, it is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" Diluting all the verbosity, it melts down to one simple word “SELLING”!! This is the prime purpose behind any kind of marketing. The "selling" is accelerated with the help of properly chalked out plans called marketing strategies. With "selling" as the ultimate goal, marketing strategies are influenced by two basic factors: 1) Acquisition of customers; 2) Retention of the acquired customers. So every other strategy that is laid out will focus on the above two. A Company has to work closely towards achieving these two to attain the desired cutting edge over its competitors. There are also a few other objectives like creating awareness (informational and educational) about the product, brand-building and accelerating sales. CONCEPT OF TRADITIONAL MARKETING: With the world changing at every nanosecond, marketing is also reeling under a whirlwind of change. New modes of marketing like e-marketing and online marketing have evolved. Yet traditional marketing still holds sway with many corporates. Traditional marketing operates based on the 4P strategy. ELEMENTS OF TRADITIONAL MARKETING: The Four Ps- Worship them: The 'Four Ps' or the 'marketing mix' is a cliché with every marketer. Formulated by Jerome...
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...architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified. Introduction Branding is a key element of a firm’s marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson, 1992). A strong brand name Theycan also provide the basis for brand extensions, which further strengthen the firm's position in the marketplace as well as potentially enhancing the brand’s value (Aaker and Keller, 1990). As firms move into international markets, branding plays an important role in its marketing strategy. In particular, a cautious branding strategy provides a means to enhance the firm’s visibility and integrate strategy across national markets (see Khermouch, Holmes and Ihlwan, 2001). In markets outside the U.S., the concept of building strong brands...
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...these two elements. But we can observe that companies limit the features of attractive brand labeling (Kohli & Labahn 2002). Products are getting globalization and this is another issue because customers rely in international branded products and there is variation among the customers’ perceptions regarding the impact of brand name and brand logo. Further, brand names that are both exposed to auditory and visual senses imply greater attention. There is a study wherein consumers relate the pitch, sound and meaning of brand names to the products (Kohli & Labahn 2002). This is especially crucial when a company launches a new product in the market wherein a peculiar sound or meaning of a newly heard brand name would fail to catch the interest of customers. They may be seeking much to replace their current brand and the initial request is to create a connection between the name and the product in question. There is little interest in brand logos of commodities that are consumed in a regular and continuous basis. Brand names seemed to be enough. On the other hand, brand logo is prominent in cars. Embedding brand names seemed to be an exaggeration of the price of the particular luxury item. Whatever the reason behind the companies' decision to indicate either brand name or logo in the commodity it is less significant in our study. The study is intended for Muslim and foreign companies to hear the opinion of Muslim customers. Because...
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...named it as “Tiger-sports”. Our product logo indicates some spiritual and psychological satisfaction of Bangladeshi people. Because for the first time in Bangladesh we introduce official private sports channel which will be broadcasted within the territory of Bangladesh. Our focus would be on hundred percent pure and uniqueness. We have chosen a different television to launch because it would be the first in the market and differentiating would be easier for us. Our opportunity is we are going to launch it for the first time and if we get desired result in positioning in market then we will become the leader in sports television channel market. Our differentiating strategy is its High-definition sports news and game broadcast that no other company has claimed in Bangladesh yet. As Bangladeshi people are craze about sports so our product target market is almost every people around Bangladesh specially targeted women of Bangladesh. Our Leveraging Strategy will be done through cultural or other event, Celebrity spokesperson (through endorsement advertising), and other third-party sources (through awards and reviews). 1. Introduction Out of...
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