The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services, therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers, therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences
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{text:bookmark-start} Decisions in Paradise Pt1 {text:bookmark-end} “Kraft is reinforcing a mindset of candor, courage and action throughout the company. Kraft management team is leading by example to encourage open and honest discussions. We want to learn from what's working well, identify what's not and decide how we can fix it. We're also striking a balance between decision-making globally and locally. We're putting more decisions in the hands of our local-market leaders. After all, they are
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Examination of the Potential Consequences for the Jaguar Brand resulting from its takeover by TATA Motors of India. Pg.-2 Acknowledgements: This research would not have been possible without the support and assistance of Mr. Gareth Williams, the dissertation supervisor. I am also very grateful to all the experts at Audi, BMW and Jaguar Dealerships (Leeds) and to the people who agreed to share
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Professor – Marketing Regd. No. 11PGDM-BHU005 [pic] INTRODUCTION The Heinz brand ketchup was introduced in the year 1876 by the H. J. Heinz Company headquartered in Pennsylvania and is the most global US based company. The Heinz ketchup has been in the leadership position from the year 1960’s. The Heinz ketchup was the flagship brand of the company’s food products portfolio. The company owned 15 brands which generated revenue of more than US $100 million in sales. The ketchup generated
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CONCEPTS Brand A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system:
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Rajinda Jayasinghe A0090911 SPLASH CORPORATION: COMPETING WITH THE BIG BRANDS “We are at war with the multinational corporations, fighting for the hearts and minds of the Filipino consumers” With these simple words, Roland Hortaleza, Chairman and CEO of Splash Holdings, provides some key insights into how he views his company’s place in the highly competitive cosmetics and toiletries market in the Philippines. An underdog success story in the truest sense of the word, the rise of the Hortaleza
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Brand Positioning, Vision, and Loyalty Brand Identity and Marketing Communication: BUS 4033 Unit 1 Assignment 1 Heather Dowell I found that consumer loyalties are high in bath tissues, and toiletries such as toothpaste contact solutions, toothbrushes, and cleaners such as laundry detergents etc. The common brands among all the consumers in my survey were Bounty, Tide, ECO, Listerine, Crest, Clorox Bleach, and Charmin. I believe this is because of a comfort. When they explained
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A Review Of Victoria Secrets Marketing Essay Content starts here! Victoria secrets prominence in the fashion world, has been deemed as a womans dream brand, serving as the yardstick of what is palatable for most of the women nowadays. Victorias Secrets collections consist of barely-there pieces that push up our assets and enhance our beauty. From lacy, racy little numbers that will have the men drooling to cute, feminine combinations that are comfortable and flirty, Victoria's Secret has something
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line in the way of either brand or line extension. In recent years companies’ have been using brand or line extension as a strategy for lunching new products. Nevertheless this strategy is not a free from risks because sometimes it creates negative effects in the perceptions of consumers, which translate into dilution of the brand image into Consumer. Sometimes they don’t even think about customer attitude towards the brand. According to (Kotler, 1988, p. 197). A brand is a name, term, sing, symbol
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CASE ANALYSIS: U.S. PIONEER ELECTRONICS CORP. Statement of the Problem Just at the time when Pioneer America has achieved a high level of customer awareness for its products, the company faces an overall erosion of dealer support for Pioneer products. If this problem grows worse, it will place the company’s distribution network in limbo and inevitably result in sharp drops in sales volumes. To combat this problem, U.S. Pioneer must develop both a short-term strategy for coping with dealer-retaliation
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