...through the distinct and memorable visual identity has become one of the chief factors, which gives the competitive advantage. Designing logos, business branding and trademarks, we are more likely to be the leaders on the market and our image can be perceived as the symbol, implying the originality and quality of our products. The Apple hardware company is the best computer company that sells PCs, laptops, iPods and some other appliances, mostly with Mac OS. But what is important, designers represent their unique logo on every product and nowadays practically each American knows that visual sign of apple stands for Apple Inc. I am not an exception, because I do recognize this logo. It was ten years ago when I got my first Apple computer and enjoyed it. I noticed this nice logo and appreciated it. I never regretted buying this hardware. The high quality is provided and the comfort is created. And the logo makes me think about highly innovative tendencies and forces me to respect the company. Apple Inc. is the most successful computer company in terms of selling PCs. And I am totally opposed to Windows OS as it has a lot of disadvantages in comparison with Mac OS. As I am interested in computers and Internet, I use this hardware every day with quite different purposes: both for work and for my study when searching information for the projects. Today, I am provided with everything necessary for work: Apple PC and Apple laptop. Apart from hardware, I feel...
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...Top 100 Most Valuable Global Brands in 2013 Brand Value, Mission & Vision: APPLE Brand Value: Founders of Apple Steven Wozniak and Steven Jobs both dropouts of school Apple was incorporated in the state of California on January 3, 1977 Apple II debuted at a local computer trade show No. 20 on “Brand of the Year 2009” award The recession won’t take a bite out of this Apple Revenue of first quarter $15.68 billion in 2009 ($3.98 billion more than 2008). Apple has a branding strategy that focuses on the emotions Lifestyle & simplicity “ Easy use” Religion = Trust, safety, Loyalty & love It is a big tribe, everyone is one of them. You are part of the brand Brands are more important than products. Designed in 1977 The Apple logo is one of the most famous logos in the world The mystery of identity Computer term ‘byte’ Stripes to rebel Aqua logo 2001. It's always about people “ For Apple it is not about money. It is about the people you have, how you are led, and how much you get it. Apple are no longer selling products, they are selling brands. Apple is gaining market share in every category and, given the premium price of their products, that is a significant achievement. Mission & Vision: Apple recognizes that by integrating awareness of the environment, health and safety management practices into all aspects of our business; we can offer technologically innovative products and services while conserving and enhancing resources...
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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 company...
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...play a critical role in a firm's international marketing strategy. A coherent international brand 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...
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...[pic] Dharini Giri 12050221051 FC- 3yr Dell Introduction Dell Inc. is an American privately owned multinational computer technology company based in Round Rock, Texas, United States, that develops, sells, repairs and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest technological corporations in the world, employing more than 103,300 people worldwide. Dell sells personal computers, servers, data storage devices, network switches, software, computer peripherals, HDTVs, cameras, printers, MP3 players and also electronics built by other manufacturers. The company is well known for its innovations in supply chain management and electronic commerce, particularly its direct-sales model and its "build-to-order" or "configure to order" approach to manufacturing—delivering individual PCs configured to customer specifications. Dell was a pure hardware vendor for much of its existence, but a few years ago with the acquisition of Perot Systems, Dell entered the market for IT services. The company has since made additional acquisitions in storage and networking systems, with the aim of expanding their portfolio from offering computers only to delivering complete solutions for enterprise customers. History Dell traces its origins to 1984, when Michael Dell created PC's Limited while a student of the University of Texas at Austin. The dorm-room headquartered company...
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...mARKET Micro Life Micro Life Table Content Business Description 3 Our Mission Statement 4 Management & Ownership 5 Product of Service 6 Market Overview / Competition / Market Share 7 A. Industry Analysis 7 B. Marketplace Analysis 8 C. Competition 9 Customer Profile 9 Objectives & Strategy 10 A. Product Strategy 10 B. Place/Distribution Strategy 10 C. Price Strategy 11 D. Sales Strategy 11 E. Operations Strategy 11 F. Development Strategy 12 Advertising & Promotion 12 Survey (25 People) 13 Rodgers 5 characteristics 15 Relative Advantages: 17 Compatibility: 18 Complexity: 19 Triability 19 Observability 20 Sources 21 EXECUTIVE SUMMARY Business Description Micro Life is an innovative, convenient all-in-one card for those who use to carry all their cards in their daily life. Because of Micro Life, consumers will not have to carry them around. Micro Life wants their customers to experience the new technology; they will be able to move around without having to worry about losing their IDs or Credit Card. This card can hold up to 10 pieces of information or transaction cards.. We have a contract with Chase, Bank of America, different hospitals and some retailers. By using the card, the consumer is able to pay, travel, get in his car or house as fast as he can say “Micro Life”! Our Mission Statement Designed to make your daily life easy, convenient and secure,...
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...Univers (French pronunciation: [ynivɛʁ], "ünivair") is the name of a realist sans-serif typeface designed by Adrian Frutiger in 1954.[1] Originally conceived and released by Deberny & Peignot in 1957, the type library was acquired in 1972 by Haas. Haas'sche Schriftgiesserei (Haas Type Foundry) was later folded into the D. Stempel AG and Linotype collection in 1985 and 1989 respectively. Contents [hide] 1 Visual Distinctive Characteristics 2 Characteristics 2.1 Univers Cyrillic, Univers Pro Cyrillic (2010) 3 Linotype Univers 3.1 Linotype Univers Typewriter 4 Univers Next (2010) 4.1 Univers Next W1G 5 Univers Next Arabic (2011) 6 The Frutiger numbering system 7 Linotype numbering system 8 Usage 9 In popular culture 10 Comparison with Akzidenz-Grotesk, Folio, and Helvetica 11 References 12 External links [edit] Visual Distinctive Characteristics Characteristics of this typeface are: lower case: square dot over the letter i. double storey a. upper case: dropped horizontal element on A. [edit] Characteristics Univers is one of a group of neo-grotesque sans-serif typefaces, all released in 1957,[2] that includes Folio and Neue Haas Grotesk (later renamed Helvetica). These three faces are sometimes confused with each other, because each is based on the 1898 typeface Akzidenz-Grotesk. These typefaces figure prominently in the Swiss Style of graphic design. Different weights...
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...WHAT’S IN A NAME - HOW A NAME AFFECTS THE CONSUMER BUYING BEHAVIOUR Priyanka Kumari Ma in Fashion Marketing Priyankamgt768@gmail.com Pearl Academy, Naraina, New Delhi, India Abstract “A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly out-dated, a successful brand is timeless” (Quiston, 2004, p 345). Many brands today mean little to consumers, who have become accustomed to buying on price alone. But a new tool can help companies separate themselves from the crowd. (David Aaker).Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modelling implications of the branding concept and the challenges of...
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...Group 5 Table of Contents 1. Consumer Analysis 1.1 Consumer Insights 1.2 Inferences 2. Company Analysis 3. Competitor Analysis 4. Channel 5. Context References Marketing Management Report Deliverable 2 3 3 7 9 11 12 13 15 Category : Smartphones Market: India Submitted By Ganesh R Preethi Venkataraman Sarat Bose Rajendra Mohan Talele Mahavir Prasad Kumawat S. Madhuvanthi Table of Contents Content 1. Consumer Analysis 1.1 Consumer Insights 1.2 Inferences 2. Company Analysis 3. Competitor Analysis 4. Channel 5. Context 6. References 7. Annexure Page No. 3 3 7 9 11 13 14 15 16 I. Consumer Analysis A sample of 8 consumers was taken for an exploratory research, the objective of which was to identify needs, desired attributes, relative importance of attributes and how different competitors are rated on the attributes. The consumers were chosen in the following manner: • 4 existing smart phone users (1 Nokia, 1 Samsung, 2 Micromax) • 1 intending buyer of smart phone • 3 switchers – 2 from Nokia to Samsung; 1 from HTC to Nokia 1.1 Consumer Insights Consumers, belonging to the age group of 21 – 25 years, who were students from an urban background, were chosen. The following details the research done amongst this sample population. Consumer 1 (Existing Samsung User) Age 21 years Student Occupation Urban User Category Samsung Galaxy S Current Model of Phone Nokia Xpress (Feature Phone) Switched from? Touch Screen, Android, Applications, Need Processor Touch Screen, Android...
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...Dedicated with regards to my Parents [pic] ACKNOWLEDGEMENT The project of such magnitude cannot be accomplished without the assistance and co-operation of several people. Exchange of ideas generates a new object to work in a better way. So, whenever a person is helped and co-operation by others, his heart is bound to pay gratitude and is not merely formalities but an expression of deep sense of gratitude and cumulative appreciation. Now first and foremost, I feel highly obliged to Mr. R. K. Sharma, District Manager: Apollo Tyres Ltd. Muzaffarpur who got me placed for project training, which had sent materials, according to my topic for execution in order to perform the work for preparing this dissertation. I would like to mention something special about my supervisor Mr. Vipin Kumar, (Asst. Professor) L.N.Mishra College of Business Management, Muzaffarpur, and making acknowledgement that without his kind co-operation, attention, wise guidance and a regular feedback from me, my mission would not have been fulfilled its milestone. I have not the desired word power to express my heartiest gratitude regards reverence and indebtness to him. I also acknowledge with a deep sense of reverence, my gratitude towards of my parents and member of my family, who has always supported me morally as well as economically. [Md. Nishat Alam] PREFACE As it is said ............"The theory without practice is lame and...
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...conventional market offerings. Originally a beverage company that introduced a line of performance enhanced teas which included special additives such as ginseng and panax, the brand’s edgy persona has been extended to fruity energy drinks, sports drinks, chewing gum, soda, and, most recently, chocolate. Extending the SoBe brand image to performance enhanced chocolate has proven challenging. The SoBe Chocolate group (operating in conjunction with HVC Lizard Chocolate) has tried, with some success, to create a new confections category centered on the concept of functional indulgence. Yet, the product line suffers an identity crisis with consumers who are not used to the inclusion of performance enhancers in chocolate. Initial packaging and marketing efforts have not adequately educated the market and consumers are not associating the SoBe brand identity with a chocolate bar, or SoBe Chocolate to the confections category. Situation The Life and Times of SoBe SoBe came to life in 1996 as the South Beach (SoBe) Beverage Company. Founded by two Pepsi alums, Mike Schott and John Bello, the company introduced a beverage line that “defied convention”. The attitude at SoBe is characterized by the following from John Bello: “Mike and I came from Pepsi, where things get massaged into mediocrity. I don't think Coke or Pepsi would ever put out a bottle with a lizard on it that has St. John's Wort in it. They just won't do it. Whereas I have nothing to lose by doing...
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...UNIVERSITY OF NICE SOPHIA ANTIPOLIS 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...
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...Master Thesis in Marketing STRONG BRANDS How Brand Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show...
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...RE-BRANDING AND ITS CONTIBUTION TO THE COMPANY’S COMPETITIVENESS: A CASE STUDY OF ZAIN KENYA, ELDORET BRANCH BENJAMIN CHERUTICH ELD/DBM/2641 Research project submitted to The Kenya Institute of Management in partial fulfillment of the requirement for the award of Diploma in Business Management September, 2009 DECLARATION Declaration by the candidate This research study is my original work and has not been presented to any other examination body. No part of this research should be reproduced without my consent or that of The Kenya Institute of Management. BENJAMIN CHERUTICH; Sign…………………………. Date………………… Declaration by the supervisor This research has been submitted for examination with my approval as The Kenya Institute of Management Supervisor. MR. EVANS OBARE; Sign ………………………… Date……………………… Lecturer KIM Eldoret For and on behalf of The Kenya Institute of Management STEPHEN KAMAU; Sign ……………………….. Date…………………………… Branch Manager Eldoret DEDICATION I would like to dedicate this research project to my beloved fiancée Priscillah and my nephew Jackline for their encouragement. I also dedicate to my loving parents Mr. and Mrs. Samuel Mendwa for their support and love. ACKNOWLEDGEMENT First I would like to give praise and honor to the Almighty God for giving me sufficient grace and power to write this project....
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...world. UnitedHealth Group has two companies that offer their services and products to the consumers. The two business entities are Optum and UnitedHealthcare. It has approximated that it serves over 70 million people in the United States of America. This paper discusses the company in various dimensions. Firstly, the history of its strategic evolution is presented. The important development highlights the various changes that have been done on the company since its introduction. The changes include the introduction of new services, products, and business branches. Notably, these changes are responsible for the success that the company has registered in the few past decades. The SWOT Analysis, Environmental Assessment, Financial Assessment, and Strategic Issues that the organization faces are also discussed. The paper concludes the evaluation of the company by recommending some strategies that could be used to improve the performance of UnitedHealth Group. These recommendations aim at improving the quality and quantity of production, profitability, as well as reducing customer complaints and enhancing customer relations. Strategic Evolution (History) The initial idea of the introduction of the organization was drafted by a group of physicians in 1974. They founded the Charter Med Incorporated with the aim of expanding the options available for the coverage of health care services for consumers (UnitedHealth Group, 1974). They established the Charter with the assistance of other...
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