TATA Nano Introduced in January 2008 and launched in March 2009, TATA Nano was the most awaited launch of the year or perhaps the decade for the automobile industry. TATA MOTORS invested heavily in the project, not only financially but also as a brand. They were going to build an affordable “Rs 1 Lakh car” that would catapult even the lowincome groups into the “car-owner” category. They were going to empower the not-sorich, the aspirational young guns and eventually revolutionize the automobile
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A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that companies will soon include a “statement of value” addendum to their balance sheets to include intangibles such as the value oftheir brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca-cola, Toyota and Marlboro
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------------------------------------------------- Understanding Brand - What is a Brand? Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information
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Our company, Go Beverages LTD, is coming up with a new canned beverage and subsequently we have devised a marketing strategy and an IMC plan, for the soon to be launched, ‘Canned Milkshakes’. This is a product aimed at providing consumers with the convenience of having a milkshake on the go. Previously, Consumers had to go to the restaurant in order to purchase a milkshake, our product offers consumers with instant milkshake which comes in an easy to open can. The product is targeted at the health
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Q1 Tribe: “Salubrious cognizant Moms” The Salubrious Cognizant Moms consists of a network of homogeneous and systemic people linked by a shared passion towards a cultural and choice based belief. The psychological characteristics of this tribe are organized, picky, health conscious, social and radical. They believe in healthy eating, taste conscious and concerned about what they eat. The tribe members are family loving, educated professionals with very disciplined lifestyle. Salubrious Cognizant
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should be high enough so that customers will not respond skeptical to the CSR strategy. Third the company should be innovative and not be exposed to too much risk. If these requirements are met it is necessary to choose a CSR strategy that fits the brand and to use the right communication strategy. Only then will market value rise as a result of the higher level of customer satisfaction CSR creates. 2 Table of content Chapter 1: Research proposal 1.1 The problem background 1.2 The problem statement
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Nowadays, brands are taking over the world we are living in, where the process that makes a product known by the consumers is very important. Depending on how the company presents the product to the public, the product can be perceived in a positive manner (which may include from the purchase of his to loyalty to it) or in a negative way (rejection ). Previous studies show that brands that are "imprinted" in consumers’ life are trying to create their own identity by calling on emotional and sentimental
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Inside the Marketing Strategy of the In-N-Out Burger Chain By: Nichole Fitzhugh Ted Watterson Cathy Nguyen Chris Nguyen Kieu Le California State University, San Marcos Marketing 302 Professor George Sharghi May 5, 2011 Introduction While cruising the freeway along the Sothern California coastline, it is becoming increasing possible to spot a giant sign with a yellow boomerang; this brightly illuminated boomerang is most associated with the
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temporary interest Cognitive involvement: interest in thinking about and learning information Affective involvement: interest in expending emotional energy and evoking deep feelings about Objects of involvement - product categories - experiences - brands - ads - mediums - particular show in which ad is placed What affects motivation? Personal relevance: direct bearing on and significant implications for your life Consistency with self concept: our mental view of who we are. The way you think
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Identity based views of the corporation Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image Abstract Purpose – The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997. Design/methodology/approach – The paper takes the form of a literature
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