Russian Standard Vodka’s Case Questions: 1. Understanding the sources of brand equity: What are the sources of brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia? One of the main reasons for Russian Standard’s rapid success in its home country in the early 1990’s was Roustam Tariko’s deep knowledge of Russia; its history, culture, and through these, its then current state and consumers. He had the general know-how of the market in the country:
Words: 440 - Pages: 2
“Brands have become a ubiquitous phenomenon in our contemporary world. They are indispensable for companies and consumers alike. Critically discuss this contention” “Branding is at once one of the most artificial and yet most real forces in our society” * Kornberger 2010 This paper assesses and discusses the importance of brands in todays world. Focusing on the positive and negative affects brands can have through the initial relationship of a product to a name, to then more importantly
Words: 2737 - Pages: 11
Rolex Brand Audit 1) What do you understand about brand audit? Explain in relevance tothis case study.Ans : a brand audit is a comprehensive examination of a brand to discover itssources of brand equity. A brand audit provides an analysis of an organization¶sbrand and its brand management and marketing effectiveness. It assesses abrand¶s strengths, weaknesses, opportunities, and threats. It identifies brandgrowth opportunities including those achieved by brand repositioning and brandextension.
Words: 418 - Pages: 2
MERCHANDISE Merchandise Branding Strategies • • • Manufacturer (National) Brands – Designed, produced, and marketed by a vendor and sold by many retailers Private-Label (Store) Brands – Developed by retailer and only sold in retailer’s outlets Licensed Brand – Developed by licensee and right sold to either manufacturer or retailer A special type of manufacturer brand is a licensed brand, in which the owner of a well known brand name (licensor) enters a contract to develop, produce and sell the branded
Words: 508 - Pages: 3
MARKETING PROJECT: TABLE OF CONTENTS: 1. Acknowledgment ------------------------------ 1 2. Introduction ----------------------------- 2 3. Summary ------------------------------ 3 4. Objectives ------------------------------ 4 5. Marketing Plan ------------------------------ 9 6. Market Segmentation ------------------------------ 12 7. Product Positioning ------------------------------
Words: 2902 - Pages: 12
Value Introduction For nearly 25 years, Rosewood Hotels & Resorts (Rosewood), a private hotel management company, sought to build a global reputation with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York—trophy properties so distinctive, each could thrive on its own name, without any “corporate” identification (see Exhibit 1 for brand history). The Rosewood brand was muted, unmentioned in advertising, and known mainly to hotel professionals. However, in
Words: 5996 - Pages: 24
1 How Vidal Sassoon could increase its brand awareness on the Danish market? Theory of Science and Methodology Abstract This paper is exploring the brand awareness for Vidal Sassoon in Denmark. The investigation conducted on this subject will touch the following points: brand awareness, characteristics of buying process in Danish market, the role of brand heritage for Danish consumer and the retail position and influences for the customer. 2 The writers will use in the following paper
Words: 3669 - Pages: 15
Abstract Title: “Branding by doing” – a study in refraining from traditional marketing Bachelor thesis in Marketing, 15 ECTS, School of Business, Economics and Law, University of Gothenburg Michael Arvidsson & Robin Agné Ellinor Torsein Acne Studios, brands, “Branding by doing”, communication channels, fashion industry, non-traditional marketing communications, The Swedish fashion wonder, traditional marketing communications, word-of-mouth marketing To determine required conditions to adopt “Branding
Words: 11728 - Pages: 47
Abstract This paper takes a closer look on the brand Starbucks, a world-wide known brand in the coffee industry. The Starbucks brand, which also stands for a certain lifestyle, will be analyzed and broken into three different parts. The first part of the paper will create a brand personality profile for the brand Starbucks. The second part will focus on the brand mantra of the product. The last part will analyze the brand equity. Brand Personality Starbucks is a company started in 1971 in
Words: 1449 - Pages: 6
Case Analysis On Haier – Management Control on a Tactical Level INTRODUCTION * Haier Group is China's largest white goods manufacturer and one of the world's fastest growing white goods companies. * The company started out as a nearly bankrupt refrigerator plant in Qingdao, China, equipped with a group of low skilled and undisciplined workers, low productivity, inferior product quality and a loss making business. * Its current CEO, Zhang Ruimin, first took over the company in
Words: 3419 - Pages: 14
