the meaning of the brand identity of OSIM? Brand identity emanates from the organisation, and is how it wants its products to be viewed by its stakeholders. ‘Brand identity’ is not defined in Marketing in Asia, but Aaker defines it as “what the organisation wants the brand to stand for in the customer’s mind” or “how strategists want the brand to be perceived”. In more recent literature, Kotler and Keller define it as “the way a company aims to identify or position… its product”. Applied here, the
Words: 2620 - Pages: 11
target market is 4-6 year old children. What research methods would you use to test this product concept? Choose at least three methods that you believe will provide valuable information, and describe your research strategy. (Points: 22) Our company has developed a new educational electronic game that is targeted to children age 4-6 years old. The following research methods will be used in order to test the product among the targeted consumer market. the company will use a combination of observational
Words: 2392 - Pages: 10
going to explain brand awareness and brand image. Customer-based brand equity happens when there is a high level of brand awareness and familiarity with the brand and it occurs when the customer has in memory some strong, suitable, and unique brand associations; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? First of all, brand awareness is composed
Words: 1249 - Pages: 5
all advertising is essentially connected through that slogan or graphic. A Forbes business article titled “the wind behind Red Bull GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or
Words: 3853 - Pages: 16
alternatives. Beliefs also depend on their purchasing power and how significant they perceive affording a bottle or sachet of Shampoo is, the affordability, purchasing power brand, communication, lifestyle and psychographics. Following variables can be used to determine the non-user of shampoo • Affordability • Lifestyles and psychographics • Brand communication • Purchasing power Question 2. What are the cognitive beliefs on the three brands of shampoos? (what are those advertising elements that
Words: 869 - Pages: 4
understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value. In this chapter, you will learn: • How to define and distinguish business strategy, marketing strategy and digital strategy • The questions that need to be asked when assembling a digital marketing strategy 2.2 Key terms and concepts
Words: 7307 - Pages: 30
especially in the smartphone industry today.Originating from South Korea,the company has established a strong presence worldwide.A company with an extremely diversified portfolio,Samsung has a complex brand to manage.We conducted a comprehensive assessment of how the company has performed overall as a brand. Our Survey We conducted a survey on people from various countries.The idea was to find out what an average consumer of gadgets thinks about Samsung.We asked them questions on their profile,age
Words: 2468 - Pages: 10
------------------------------------------------- building a leading technology brand-sap Submitted by- Richard Doley (PGP /19/221) 1. What should SAP stand for? What is its brand promise? SAP has consistent product quality and innovation for which it has to stand but at the same time it should devise a consolidated strategy for all its target markets with one common logo and consistent tag lines so as to avoid unnecessary ambiguity in the customer’s perception. It must have a brand promise of enabling the target companies across
Words: 720 - Pages: 3
Market - the place where offer and demand meet. Marketing - set of actions used by organizations to influence public behaviour they depend on. The value of a product is linked to consumer perception: the consumer believes he will get an experience that is worth the money. Perceived value -> Experience -> Satisfaction -> Preference Understand the market –> Adapt to the market -> Better influence the market Types of Market: Company, Reference, Generic, Induced (print ink)
Words: 1708 - Pages: 7
Brand Extensions and consumers perceptions During the 21st century, globalization has transformed the way businesses operate (Doh, 2003). Competition is tougher than even before and for that reason, companies have to maximize their competitive advantages in order to stay in business. One way to do it is by exploiting their brand name through brand extension, the practice of using a well-known brand name to promote new products in an unrelated field (“Brand Extension”, 2013). Previous studies
Words: 2168 - Pages: 9
