established in 2012 and after two years, the marketing manager Fadzilah decides it is the time to brand the company. MyIPO informs her that the same trademark had been registered before. After investigation, their business partner, Dato' Anuar is found to be the one responsible for the infringement. Fadzilah realizes there is product imitation already in the market. The duplicate product and brand infringement affect customers’ trust and general marketing. At this stage, the company is at a dilemma
Words: 643 - Pages: 3
market i.e. the prices in this segment were at a premium of around 30 percent than the other toothpaste variants present in the market. Also, if Pepsodent was already present in this segment then why did it launch a new product using the product line extension strategy to come out with a new and an improved version of the Colgate Sensitive? The answer to this question lies in the fact that a few months back Sensodyne entered into this market and decided to occupy a place into a smaller niche segment
Words: 1125 - Pages: 5
It's here. Finally. Kiehl's, the venerable - and extraordinarily popular - Old World apothecary with New World style has arrived with its first free-standing store in Canada, unique, word-of-mouth marketing strategy in tow. The chain's 152-year-old flagship store in New York City is known for having waiting lines of customers. They're drawn by the New York-based retailer's signature look combining a line of approximately 150 custom-manufactured, Kiehl's-branded products, utilitarian packaging, elegant
Words: 1865 - Pages: 8
Sponsorship Module title: Integrated Marketing Communication Kingston University, Faculty of Business and Law Academic Year 2012/2013 Introduction Sponsorship as a communication form can contribute significantly to a company by building brand awareness and heighten consumer attitudes (Cornwell et al., 2006). However, the effect of sponsorship is dependent on the public being aware of the sponsor-sponsee relationship. This review aims to determine how the perception of fit between the two
Words: 2717 - Pages: 11
differentiate” its brand when markets are becoming almost undifferentiated. At this time, creating an emotional connection with the customers seems most difficult task at hand. In the market place where customer and societal expectations are changing rapidly requiring constant innovation of new ideas, products and services, strategy and social responsibility provide the shortest route to an organization’s success. Therefore, cause branding provides an effective alternative to enhance brand equity by associating
Words: 4127 - Pages: 17
Brand Elements of HTC and Samsung Name: Names of these brands are different from each other. They both have a meaning: HTC is an abbreviation for High Tech Computers; Samsung comes from Korean and means “three stars”, which is the symbol of something powerful and everlasting. These names are quite memorable. They are probably less adaptable, however can be easily transferable. Both HTC and Samsung can have a vast line of products and product categories under unchanged name as long as they stay
Words: 381 - Pages: 2
Introduction Kotler (1996:284) describes brand equity as the value of a brand based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, patents and trademarks and The Wall Street Journal (2010:1) ranked the top five brands as Coca cola, IBM, Microsoft, Google and General Electric. Coca cola Bilaras (2012:1) maintains that Coca cola built its brand equity by adapting a global marketing strategy, which considered the whole world as a
Words: 1707 - Pages: 7
comparison of Adidas & Nike in terms of brand elements is below: 1. Memorability is the recognition and recall of the brand. Adidas: Because the name of the brand has come from the name of the founder “Adi Dassler” who is known as a strong, positive and high quality shoe maker; the brand is also recognized as strong, positive and high quality. The brand is also remembered with its 3 striped-logo. Nike: The brand was launched after the brand “Blue Ribbon Sports.” The meaning of “Nike”
Words: 556 - Pages: 3
positive growth of 5.3%. This was the largest growth period for ANN between 2003 and 2007. Since then, they have maintained growth overall, but the divisions of AT and LOFT have each seen their own negative growth years as they struggled to find their brand identity and reestablish themselves in the market. Net sales in fiscal 2006 were $2.34 billion compared to $2.07 in 2005, and $1.85 in
Words: 3263 - Pages: 14
global brand strategy. So if you thought that Gillette was a business somewhat limited by growth opportunities, prepare yourself for a very close shave. Brand as a product The product scope Transforming innovative ideas into useful daily products sold at fair price engenders an other fundamental Gillette strength. As Gillette has multiple product categories, we would be only emphasizing on Razors and Blades Quality/Value The best a man can get. Strong and enduring consumer brand loyalty
Words: 2366 - Pages: 10
