...Course Title: Thesis Paper A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prepared For: Anisur Rahman ChowdhuryRoll-117, Section A18th batchDepartment of MarketingUniversity of Dhaka | Prepared By: Submission Date: 31 March, 2016 Letter of Transmittal March 30, 2016 Prof. Dr. Masudur Rahman Professor Department of Marketing University of Dhaka Subject: A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Dear Sir, This is an immense pleasure to submit my thesis paper on A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” as a partial fulfillment of BBA program. I hope this paper is informative and comprehensive as per your instruction. Here, I have worked with the consumer of “Horlicks” and tried to analyze their feedback to find out the impact of brand elements of “Horlicks & GlaxoSmithKline” on their purchase intention of Horlicks. Now, I am very grateful to you for your valuable supervision, precious time, effort and support throughout...
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...Why was this product distribution implemented? The product was implemented in hopes to raise RJ Reynolds stock price during a period of time after many adult smokers were either quitting or switching to a cheaper alternative brand Why did the product end up failing? Empty hopes; although the hopes of the product was expected to raise RJ Reynolds stock price, the Premier Cigarette had a number of flaws working against it. To start the product had an artificial taste, bad aftertaste, a strange aroma and the CEO stated that it “tasted like shit.” Many smokers did not want to be bothered with the instruction manual included in the pack of Premier Cigarettes, they missed the visual cues of a normal cigarette (the smoke while the cigarette is lit, and the exhaling of the smoke). Brand Equity? Overall, RJ Reynolds is a strong brand with cigarette brands such as Camel and Marlboro. The firm has a strong identity, integrity and resonance. • The Strategic Response section of the presentation must describe how the firm implemented the decision that led to failure or success. What did the firm do? How did they do it? o Trial run of cigarette in 3 cities, overwhelming negative response • What were the key actions taken with the marketing mix to attempt to gain competitive advantage? o They were the first into the market, they had to position the product to not take away from their already loyal customer base (without committing cannibalism). • In this section, I would like...
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...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 incorporating main and interaction effects of branding as well as the impact of competition are discussed. Key Words: Brand, Brand name, consumer behaviour, purchase decision, level of involvement, brand equity , brand extensions. ...
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...Service Brand and Product Brand Contents Introduction 1. What is brand 1.1. Elements of Brand 1.2. Benefits of branding 1.3. Significance Of Adopting Proper Branding Strategy 2. Service brand: 2.1. Features Of Service Brand 2.2. Role Of Employers In Success Of Service Brand 2.3. Role Of Consumer In Success Of Service Brand 2.4. Challenges Service Branding Is Facing 3. Product Brand: 3.1. Features Of Product Branding 3.2. Role Of Manufacturers In Success Of Product Brand 3.3. Role Of Consumers In Success Of Product Brand 3.4. Challenges Product Branding Is Facing 4.1. Brand Positioning 4.2. Brand Equity 4.3. Brand Identity And Personality 4.4. Brand Image 4.5. Brand Audit 5. Recommendation References Introduction: The current era is considered the age of competition and the branding is one of the most convenient ways to establish a positive image in the mind of the consumers. However, it is rather difficult task to formulate an image without pondering upon each element that is indulged in the promulgation of some brand. Nevertheless, the brand can be promulgated if proper strategy is applied after selecting the best brand type. This paper throws light upon the significance of brand and two types of brands. The first section is the clear cut mouthpiece of what the brand actually is and what the benefits of using this term. Furthermore, this section also throws light upon two types of brand, ie service brand and product brand. The essential...
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...and maintain strong Brands? Report by Stefano Onofri S00603638 Word Count: 2289 Supervisor Prof. Gordon Bowen Integrated Marketing Communication (MKT5A5) EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 1 Summary Abstract ……………………………………………………………………......... Introduction ……………………………………………………………………… IMC: Concepts and Tools ……………………………………………………. The Role of communication in Brand Strategy ………………….. Models supporting MC ………………………………………………….. 3 4 4 6 10 ELM …………………………………………………………………………… 10 FCB Matrix …………………………………………………………………. 11 RECOMMENDATIONS ………………………………………………….. 12 CONCLUSIONS …………………………………………………………………… 13 Appendices …………………………………………………………………… 13 …………………………………………………………… 14 List of References 2 ABSTRACT This report investigates the role of Marketing Communication (MC) in building and maintaining brands. The concepts and the tools of Integrated Marketing Communications are analysed first, then the focus passes onto the brand building process, where the key role of MC is underlined. Two theoretical models supporting the work of marketers are examined: the Elaboration Likelihood Model (ELM) and the FCB matrix. Three main recommendations have been proposed. An integrated and synergetic use of all the MC tools can make the company more effective on the market by minimizing the inconstancies between the identity the company aims to give to the brand and the image that consumers independently build of the brand (Llambin, 2008). To...
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...Model, I conclude that the most effective way for eBay would be to maintain the existing business model through strengthening its brand identity. The following analysis will provide reasons on why brand identity should be strengthened and how it can be used to improve eBay’s business. Threat of Entry This is an Internet driven service industry, which does not provide for many barriers to entry. The main barriers come from government regulation. The government will not permit some products to be sold in certain states or countries and so any online sites need to make sure they don’t violate those laws. It is also hard to enter a market where safety and brand recognition are this important. People will not purchase items or sell them if they do not think their transaction will be protected. For safety, eBay should ensure and establish sufficient blocks that can prevent someone from selling or buying an item that would violate his or her local government. Even though eBay does not directly buy or sell items, they facilitate the transactions, which could make them liable. Threat of Rivalry Because of low entry barriers, the market is full of competitors. Amazon is just one of the many up and coming competitors that are fighting eBay for a piece of the market. Brand identity is the key to attracting customers. People recognize the name of Amazon, which is why its online site provides the biggest threat to eBay. Ebay thus needs to keep up with consumers needs and wants along with keeping...
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...of a brand personality are becoming more and more important to companies as they try and reach out to customers. As competition becomes harder for nearly all companies and organizations it is becoming more and more important to have that "little extra," that something that makes you different from your competitors. Based on this, the purpose of this thesis is to provide a better understanding on an organization's brand identity. In order to reach this purpose, two research questions are stated focusing on the components of positioning as well as a description of the brand personality. Using the research questions as a guide, a literature study was conducted resulting in a conceptual framework which guided the data collection. A qualitative, case study methodology was used, using focus group interviews to collect empirical evidence. The findings indicate that there can be a conflict in how the brand is positioned in the target markets mind and the brand personality perceived in contrast to the positioning and personality wanted by the brand owner/manager. By identifying the traits and positions of the brand, the brand identity can be better understood. 1. Introduction In this first chapter we will consider the concepts of branding and positioning and the importance of these elements for a strong brand. We will start with the background were will begin with discussing the concepts of branding and describe relevant theories in brand personality and brand positioning...
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...business expansion and revolutionizing of tourism sector. The world has transformed into a global village, it’s a crowded place where 250 countries are competing to woo holidaymakers of all kinds. In today’s rat race, it has become imperative for each nation to compete with other for their share of the world’s consumers, business, investment, attention, tourists and position. For each country, the cities play a significant role in international competition for funds, fame and talent. The prosperity of an entire economy is at stake, and how effectively the city manages to succeed or fall depends on how effectively it communicates and brands itself. The nations focus on marketing their cities as a distinctive place and communicate about the place with help of media resources. In today’s world cities are like companies; those with a strong brand image will attract more tourists and investors. Any factor that emphasizes on a country’s appeal is constructive and herein comes the importance of destination branding. This review would introduce the concept of “Destination Branding” followed by a case study and conclusions and recommendations on a successful destination branding. Introduction on Destination Branding Destination branding is an integral part of developing and retaining a particular location’s popularity. Too often,...
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...CEO/President and Vice President of Sales and Marketing, John Scott and Robert Boulogne, are finding it more difficult to compete with corporate branding such as the Ritz Carlton and the Four Seasons hotel. John and Robert are considering transforming the customary strategy of individual branding into corporate branding by incorporating Rosewood’s brand into each individual property. Completing this transformation will create several positive and of course negative factors that will need careful consideration. Over the past 25 years Rosewood Hotels has built for itself a portfolio of some of the most iconic luxury hotels in the business. Every one of these hotels features architecture, interiors, and culinary concepts that reflect the local character and culture. This is defined as Rosewood’s “Sense of Place” philosophy. This is what has differentiated Rosewood from its competitors in the luxury hotel business. Leveraging these individual property brands was Rosewood’s strategy in the 90’s. While it is clear to see that there are several benefits and gains for adopting the corporate branding identity such as increased brand recognition and visibility, it is important for the Rosewood hotels’ executive management to be careful while designing its growth and expansion strategy, it would be a challenge to provide the same quality experience...
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...been done by General Electric throughout the years to build a corporate brand and establish a personal brand identity. Immelt- General Electric ninth CEO- has to decide on the direction of General Electric within the coming years. Immelt who has officially held the position of General Electric’s CEO few days before September 11, 2001 has been faced with a lot of challenges since day one. These challenges are mainly a struggling economy, rising fuel costs and global warming. The main issue at the current time is what other extensions or modifications to General Electric’s brand strategy could be done in order to maintain its position within the global market. Class discussion can revolve around the following questions that students should consider before class: 1. Discuss the importance of B2B marketing and a strong B2B brand. How does it differ from consumer marketing? 2. Did Jeff Immelt and Beth Comstock do the right thing by dropping “We Bring Good Things to Life” for “Imagination at Work”? Why or why not? 3. Has “Imagination at Work”, “Ecomagination”, and “Healthcare Re-Imagined” changed GE’s brand? If so, how? Is it a good change or not? 4. Can Immelt transform GE’s approach of innovation (risky, unknown areas like fuel cells, solar energy, hydrogen storage, and nanotechnology) versus past strategies of improvements of current technologies? 5. What should Henson do next for GE’s brand strategy? Teaching Strategy This case can generate and support...
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...What is ”Corporate Image” and “Corporate Identity” – and why do people talk so much about it? Dominique Bouchet Professor, Department of Marketing University of Southern Denmark, Campusvej 55, DK-5230 Odense M, Denmark www.bouchet.dk – dom@sam.sdu.dk – Fax: + (45) 65 33 19 13 Image, identity and culture are concepts occupying the minds of companies and organizations of our time, because things must be connected in a world where every institution’s or person’s role and place are renegotiated almost everyday. Companies’ increasing concern about their image, identity and culture must be seen in relation to a number of changes that influence their roles and opportunities. Today, the information we receive is no longer scarce; actually the amount of information is drowning us. This abundance has created much confusion. Demand and supply for information are disoriented and, thus, become increasingly dependent on the guidelines and criteria for sorting information in order to reduce confusion. Orientation is less and less a matter of gathering information and more and more a matter of sorting and connecting. The company’s consumers, stakeholders and employees are all influenced by this development. Further, more and more people are now concerned about things other than material goods. For example, what we eat and how we should handle waste have become central issues for consumers and employees. The ecological concern and political consumption make the...
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...Jana Levin, Jackie D’Aquila, David Sit CM 447 Coursework 2 26/04/13 I. OVERVIEW For decades, Avon has been an iconic brand for its unique business model, active service to the community, and success as a global name. However, since 2008, Avon’s profits have been falling significantly due to a failure to adapt to changes in the macroenvironment. For example, the recent growth of technology has influenced the way that consumers are buying beauty products. Direct selling has decreased in popularity due to increases channels of distribution, and more consumers turning to the Internet to make cosmetics purchases. Yet, Avon remains behind other major beauty companies like L’Oreal and Unilever in terms of online presence. The combination of these factors has reduced the demand for Avon products and decreased the amount of women, who are interested in selling them. In response to their falling sales, Avon has adapted a penetration strategy that involves brand extensions to men’s personal care, teen cosmetics, and natural skincare products. In addition, Avon has extended its distribution to outlets to mall kiosks and larger retail stores. This diversification in product selection and sales has left Avon with a lack of focus that has left employees spreading their efforts too thin and consumers questioning its brand identity. Lastly, Avon’s success in the 1960s and 1970s was mostly among stay-at-home suburban mums, and the lack of sustained advertising in contemporary...
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...Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Janis McFaul July 21, 2014 Abstract The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image has become increasingly significant. Consumers identify with brand names and advertisements, which promote products that make favorable impressions. Corporate image is an abstract concept that has a definite effect on marketing performance since consumers prefer to purchase from companies with reputable corporate images. Brand naming is a concrete concept in that a brand name is something one can see, touch, fee or smell. By seeing and/or hearing and advertisement one can become familiar with a brand name which in turn can build a brand’s recognition. Corporate imagery is a highly involved mental process that marketers pursue in order to challenge the perceptions of internal and external stakeholders. Corporate advertising is big business with expenditures of more than nine billion dollars. The knowledge of that may affect how consumers feel about brands from a particular corporation or so one would think. The two concepts overlap one another. Corporate imaging and brand naming can be...
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...Communicating the Value Keller Graduate School of Management MKTG 522 Marketing Management June 11, 2016 Table of Contents BRAND IDENTITY 3 Brand Identity Prism 3 INTEGRATED MARKETING CAMPAIGN BRIEF 4 Why are we developing a new IMC Campaign? 4 Who is our target customer? 4 The New Targeted Customer 4 Existing Customers 4 What is our message? 5 Purchase Motivation 5 Creative Elements 5 How does our target audience currently perceive our company & product? 5 How would we like the target audience to perceive your company & product? 6 When will the message be delivered? 6 Where will the message be delivered? 6 Which media will provide the most effective communications mix? 7 Internet 7 Public Relations 7 Sales Promotion 7 How much will it cost? 7 REFERENCES 8 BRAND IDENTITY Brand Identity Prism Awareness • From casual to formal • Always comfortable Diversity • Social distinctiveness • Exclusive Inclusion • Comfortable young men • Good social standing • Nice and rich • Ideal son-in-law Intentional Imagery • Self-confident Leadership • WASP • Boston elitism • American • Luxury Skincare • I belong to my time • I am fashionable • I am the elite INTEGRATED MARKETING CAMPAIGN BRIEF Why are we developing a new IMC Campaign? Principles of supply and demand proved the time to evolve to inclusion not just for a segment of the company but to establish inclusion throughout. With a rollout of four new shades...
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...Brand Management X X 1.A. What is a brand? Defining a brand can be quite tricky. It is intangible, psychological but in the same time very rational. A brand is the added value of a product, in the eyes of the consumer. For example, 5 identical phones: 4 are from an unknown brand et the fifth one is an Apple. Everyone chooses the famous brand because it conveys a message: quality, innovation, technology, and social role. A brand is full of these messages, that enter the customer’s mind, and makes him do the right choice. But it takes time. Companies take years, sometimes decades to build a brand. Coca-Cola wasn’t born as famous as it is today. Little by little, by avoiding scandals, by investing and innovating, by listening to consumer’s needs, by adopting CSR strategies, it became a reference. “A Brand conveys the company’s values and the customer loyalty”. This was a personal definition of a brand, as a consumer but let’s see the definition, as a researcher point of view: according to the AMA, American Marketing Association, a brand is “ a name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” As we studied it in class, a brand, no matter how it is famous, can suddenly disappear, like Kodak. It is the company’s duty to maintain the brand at the level of its competitor or try and do better but for that, you must invest, train your...
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