Brand housing: Best practice for brand architecture Manfred Abraham and Abigail Taylor Admap February 2011 Title: Author(s): Source: Issue: Brand housing: Best practice for brand architecture Manfred Abraham and Abigail Taylor Admap February 2011 Brand housing Manfred Abraham and Abigail Taylor Interbrand London House of brands and branded house are the best known options, but there is no onesize-fits-all model for brand architecture. It is important to build
Words: 2425 - Pages: 10
SPORTS MARKETING AND BRAND BUILDING Marketing Management - II Prof. Sanjay Patro Section C - Group 5 George Antony B13148 Mayank Siotia B13156 Vijender Kaur B13180 SPORTS MARKETING AND BRAND BUILDING An Introduction Not that long ago, a company that wanted to reach 20 million young Americans could do it easily—place an ad on Friends on Thursday night. With the proliferation of media types and channels, though, such large and predictable audiences are few and far between. Among all the
Words: 1325 - Pages: 6
Executive Summary Procter and Gamble is the world’s largest consumer goods company that markets to more than 300 brands in over 180 countries. (Citation needed) The company’s leading market position along with its strong brand portfolio provides it with significant competitive advantage. The company is engaged in producing beauty, health, fabric, home, baby, family and personal care products. In addition, the company’s product portfolio includes pet health products and snacks. P&G’s purpose
Words: 2102 - Pages: 9
Consumer Culture Theory, Consumer Agency and the Importance of Brands Summary of the Importance and Relevance of Topic Consumer Culture Theory (CCT) refers to the classification of a certain approach to studying consumers and the way that they consume. It was first coined in 2005 by Arnould and Thompson, and it specifically addresses the sociocultural, symbolic, experiential and ideological facets of consumption. Their work is the culmination of over a quarter century of research that treats consumer
Words: 3745 - Pages: 15
Brand Equity Introduction Brands has been around for centuries and play a major role in our lives today it helps us identify a good or service from one seller to another and separate it from the competitors satisfying the same need. These differences could be tangible or intangible which ultimately helps to improve consumers’ lives and enhance the financial value of firms. What is Brand Equity? Brand equity has number of perspectives, but in essence means the value or perception created to a
Words: 1373 - Pages: 6
of Brand ……………………………………………………..2 2.1 Definition of Brand ……………………………………………………………….2 2.2 Brand Strategy ………………….…………………………………………………3 Ⅲ. The Benefits of Brands ……...…………………………………………………….3 3.1 Company Value ……………………………………………………………...……3 3.2 Consumer Preference and Loyalty ....……………………………….............…….3 3.3 Barrier to Competition ……...…………………………………………..…….…..3 3.4 High Profits ……………………………………………………………………….4 Ⅳ. The Ways to Build Branding Strategy …………………………………………....4 4.1 Increase Brand Loyalty
Words: 2014 - Pages: 9
sales from these markets by focusing on affordability, accessibility and awareness of our brands. * More Completely. We are improving lives more completely by innovating to improve existing products and creating or entering adjacent categories. We are driving regimen use that broadens the occasions for which our brands can serve the needs of each consumer. By attracting new consumers into our existing brand franchises and broadening
Words: 2269 - Pages: 10
behind a billion 1, smiles... DABUR INDIA LIMITED ANNUAL REPORT 2011-12 behind a billion 1, , Dabur - a name, a brand, a way of life for billions of people across the globe. From its humble beginnings in the bylanes of Kolkata way back in 1884, Dabur has today emerged as a true Indian Transnational with a portfolio of products that has not just won the trust of consumers in over 60 countries but has become an inseparable part of their daily routine. Dabur has been in the
Words: 11371 - Pages: 46
Summery 1 The importance of Brand awareness in consumer buying decision and perceived risk assessment Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to affect the decision of the consumer when selecting a brand name. And also can affect the consumers perceived risk assessment and their confidence in the purchase decision
Words: 682 - Pages: 3
General Electric: Branding in Business to Business Teaching Notes Summary This case focuses on the marketing and advertising efforts that have been done by General Electric throughout the years to 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
Words: 1214 - Pages: 5
