Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers."[1] Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. In accounting, a brand defined as an intangible
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believed achieved a lot in terms of 'brand focus, global buying, operating margins and capital efficiency' (Cescau & Rivers, 2007b). However, according to the then Group Chief Executive Patrick Cescau, the 'strategy failed to transform growth performance' (Cescau & Rivers, 2007b, 1). Consequently, adjustments were made to the strategy between 2005 and 2006, aimed at reorganizing and streamlining Unilever's organization and to increase awareness of the Unilever brand (Johnson & Scholes, 2006). The
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and integrate a new acquisition (products) into their existing product lines within a short lead time. This process provides them an opportunity to gain additional market share in key distribution channels. The company’s emphasis on firms (with high brand awareness and a low cost structure) after Newellization creates an offering in the market which is difficult to imitate Current StrategyAcquisition of
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A Winning Brand in Healthcare’s Retail World Define It. Package It. Live It. Lindsay R. Resnick Chief Marketing Officer Defining Your Brand A brand is more than just a logo or a slogan. It is an organization’s image, its point of distinction and its promise to everyone who experiences it—clients, prospects and employees. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos © 2011 KBM Group CONFIDENTIAL & PROPRIETARY
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Journal of Advertising, 44(1), 37–46 Copyright Ó 2015, American Academy of Advertising ISSN: 0091-3367 print / 1557-7805 online DOI: 10.1080/00913367.2014.934938 Integrated Marketing Communication Capability and Brand Performance Sandra Luxton Swinburne University of Technology, Hawthorn, Australia Mike Reid RMIT University, Melbourne, Australia Felix Mavondo Monash University, Clayton, Australia Barney 2003; Wu 2010). Previous studies describe the IMC process as a marketing capability because
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looking at different avenues to expand its operation thus increasing their revenue. They have a strong brand image locally and want to include that in their marketing strategy for expansion. They have a strong differentiator from their competition in the form of attention to superior quality in their products and service. The hurdles that they face for expansion include maintaining their strong brand image and their superior quality to their products and services. As they are wanting to expand it has
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1. Understanding Branding A brand in its simplest form is a name, logo, design or image used by an organization to identify a product or service and distinguish it from that of their competitors (Kotler et al 2012). However, the perceptions about brands are changing, and many academics now define brand as a powerful psychological construct held in the minds of all those aware of the branded product, organization or movement (Kylander and Stone 2012). Unlike the commercial sectors, charities
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types, under the Allen Solly brand name. That will complete the whole lifestyle package - we will have both Allen Solly Men's and Women's wear, and have a strong retail line-up for both. " - Vikram Rao, Director, Indian Rayon, in October 2002. ,-' ., WOOING INDIAN WOMEN In September 200, leading Indian apparel company, Madura Garments (.Madura, Refer Exhibi t I for a brief profile of the company) launched a line of ready made women's western wear under the brand name 'Allen Solly Women's Wear'
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In 1997, Rose Marie Bravo set out on an impossible journey to reinvent the Burberry brand by transforming Burberry from “a tired outerwear manufacturer into a luxury lifestyle brand that was aspirational, stylish, and innovative.” Firstly, she was very effective in identifying the most important factor that would ensure the success of the brand. She initiated her call to action by forming the very best management team possible. She looked for efficient industry professionals whom were experts that
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Maria Vetter Marketing Management – MKT 500 Dr. Stephen R. Hiatt March 6, 2010 Product and Pricing Strategy Components of the Product Strategy: Branding Important components of product strategy begin in the branding stage. Here, one should consider the following questions; why do consumers value brands? What is the cause for an organization or consumer to
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