Brand Management Brand Audit Term Project Contents Brand Audit 4 Brand Inventory 5 History 5 Company Profile 5 Collection 6 Current Positioning In The Marketplace 7 Communication strategy 7 Celebrity endorsement 7 Mystery 8 Product-Related Attributes 8 Pricing and Distribution Strategy 9 * Brand report card 9 Brand Exploratory 10 Customer Knowledge 10 * Perceptual Map 10 * Image Assosiations 10 Current Sources of Brand Equity 10 Rolex Ambassadors 11
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! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Consumer behavior is the actions a person takes to purchase and use products and services. Consumers use mental and processes that help them come up with the products they are going to purchase. Consumer perception, learning, and motivation are major factors in what products consumer purchase. Consumers have reasons why they purchase products and services. Companies use that knowledge to help consumers buy their
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Branding Background and Touchpoint Seminar Randall S. Rozin Global Director, Brand Management and Marketing Communications Q: What is a brand? Q: Why are brands important? A brand is intangible It’s a unique space in the customer’s mind where the relationship with our products and services reside. rational emotional Importance of Branding • • • • • • • • Rallying point for people, strategy, and resources Shapes perceptions and sets expectations (prism) Informs people’s experiences (internal/external)
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successful advertisement ? effective advertising is advertising that changes the behavior of the consumer of that one thing and also effective advertising, is advertising that makes people feel a certain way about a brand mean it’s all about the brand and how people allow that brand to influence their lives, effective advertising is there is a lot of ways to measure advertising these days, but the over view of what makes an add effective is to people remember and they motivated by is it to the consumption
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...................... 2 Brand Situation.............................................................................................................................................................................................................. 2 Findings, Insights and Issues......................................................................................................................................................................................... 3 Brand Switching ...............
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plans. The next table shows -G O simply new media plans suggested by agency. Unique Visitor Budget Description Zwinktopia No Info 200,000+100/yr Virtual Jeans ↔ Real Products Facebook 14,196,000 350,000+600/yr Brand profile page targeted banner ads through profile page Widget: design and share YouTube 48,152,000 300,000 + 40CPM NG User created contents → Contest In-Video Ads Each plan has advantage in some parts and disadvantages in other
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........................................................................................ 6 3.3. Regular new product offering ....................................................................................................... 7 3.4. Strong Brand identity .................................................................................................................... 7 3.5. Large subscriber base
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shipping to 170 different countries, and products from over 140 world-leading brands. Due to the online environment, there is no shortage of selection, and everything is showcased. The company has apps on all different platforms including mobile, and tablets. All of these features are done for the male shopper. The customer profile has shown that the average customer age is 32 and 80% of shoppers on Mr. Porter, are male. With brand new products being launched every Tuesday, the site has males hooked.
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ASSIGNMENT OF MARKETING MANAGEMENT { LG MUSIC SYSTEM} 1. CONSUMER BEHAVIOUR PROFILE 2. IDENTIFY THE FACTORS AFFECTING CONSUMER BEHAVIOUR 3. EXPLAIN HOW BUYING TAKE PLACE SUBMITTED TO SUBMITTED BY: MS.GURDEEP SILKY ROLL NO. 52 SEC 319
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as a cuboid in OMO’s symbolic colors- Red and Blue. As mentioned in section one, this will make our product ‘standout’ when consumers are washing with OMOSOAP in a group, and hence strengthen the effect of OMO’s brand identity. PACKAGING: We package the soap using our brand name OMO so that the core benefits of our product (stain removal) can be conveyed explicitly. In addition, for packaging we use the same colors (red and blue) and logo as used for OMO detergent. This we believe would
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