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
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CONCEPTS Brand A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system:
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|Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the| |brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and 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.
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end, and Nanda Home is faced with the difficulties of replicating success. Nanda Home’s key issues revolve around how to market and brand a succeeding product to Clocky. 2. Executive Summary: This paper has identified a number of ways to resolve Nanda Home’s issues. In particular, the following points have been proposed: - Focus on product line extensions as opposed to new categories. Create a megabrand. Hire a sales and marketing team to assist Nanda in operating the business. Seek new
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world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Kellogg’s is a global organisation. Its products are manufactured in 19 countries worldwide and sold in more than 180 countries. In an uncertain world where the organisation’s strategy is to focus on products and brands that are either the market leader or in a strong second position the company believes that this focus upon core
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success factors for P&G have been in the areas of: customer knowledge, long-term outlook, product innovations, quality strategy, line-extension strategy, brand-extension strategy, multi brand strategy, heavy advertising and media pioneer, aggressive sales force, effective sales promotions, competitive toughness, manufacturing efficiency and cost cutting, and the brand-management system. 2) Where is Procter & Gamble vulnerable? a. Continuing to excel at and in all of these areas simultaneously
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Abstract Brands 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
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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
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Branding and Brand Management for companies marketing success. A brand can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors. Some examples of well known brands are Mc Donald’s’, Mercedes-Benz, Sony, Coca Cola, etc. A brand connects
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Branding is, now-a-days, influencing the consumer buying behavior to a greater extent. As such manufacturers are now concentrating more on brand placement rather than product placement. They are developing brand loyalty in the minds of their customers in order to achieve high retention rate. Automobile companies can build up both product and corporate brand, but the recent trend is towards emphasizing on corporate branding. Previously it was thought that Branding is necessary from the sellers point
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