SWOT Analysis Strengths * Very strong brand equity with exclusive merchandise * Includes 15 private brands in portfolio including Alfani and American Rag * Bloomingdale’s (Macy’s subsidiary) focused on niche markets involving upscale customers * Purchasing power to secure better prices * Mixing new and old channels for the benefit of the brand as a whole by being able to advertise online and back it up with brick and mortar stores * Large contributor to charitable organizations
Words: 492 - Pages: 2
|Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the| |brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to | |your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.
Words: 7508 - Pages: 31
EVENTS HAVE A BRAND IMAGE? Kyriaki Kaplanidou Ph.D. Candidate Michigan State University Department of Community, Agriculture, Recreation and Resources Studies 131 Natural Resources Building East Lansing, MI 48824 kaplanid@msu.edu Christine Vogt Michigan State University Abstract.—Sport tourism events are used by destinations to enhance their image. The components of an event’s brand image, however, have not been well studied. Keller (1993) suggested that brand image consists of brand associations
Words: 3446 - Pages: 14
P&G have been in the areas of: customer knowledge, long-term outlook, product innovations, quality strategy, line-extension strategy, brand-extension strategy, multi brand strategy, heavy advertising and media pioneer, aggressive sales force, effective sales promotions, competitive toughness, manufacturing efficiency and cost cutting, and the brand-management system. 2) Where is Procter & Gamble vulnerable? a. Continuing to excel at and in all of these areas simultaneously and competitive
Words: 350 - Pages: 2
internationally. It offers a wide variety of products including sporting goods and lifestyle products. The Company provides its products for use by professional football, baseball, hockey, and soccer players, as well as other athletes primarily under the brand names of HeatGear, ColdGear, Under Armour, LooseGear, and AllSeasonGear. It also offers T-shirts, sweatshirts, socks, performance bags, baseball batting gloves, football gloves and cleats, and other related products for use in outdoor activities. In
Words: 1043 - Pages: 5
Grade Received - "A" PART 1: Research Background Research the selected brand using both its Web site and articles in the library’s full-text databases, and address the following: What does the brand mean in today’s market? How has it evolved over time? What is the target market(s) for the brand? Has that changed from the past? How is the competition positioned? This section of the assignment requires the use of articles from the library’s full-text databases. Articles are found in periodicals
Words: 1613 - Pages: 7
Because of the online-age, the interest in brand communities has boomed. Companies have begun to realize that consumers can co-create value, co-create competitive strategy and collaborate in the firm’s innovation process. So customers are not anymore separate and exogenous to the firm but on the contrary they should be included in the companies’ actions. One way to include customers and create collective value is to invest in brand community. Brand community is a community that is formed around
Words: 1161 - Pages: 5
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
Words: 1369 - Pages: 6
Introduction lululemon is a very successful company that specializes in yoga clothing and a healthy lifestyle. They have creative strategies and innovative ways to run their business. They are well known by the market that they target to. lululemon needs to broaden the market that they are targeting by repositioning their clothing to more than just yoga activities. By doing this they will make more people aware of the great quality of their clothing and gain even more success in the future.
Words: 1717 - Pages: 7
Marketing Topic: Value (role: Consumer) With the development of the global economy, brand competition is the main theme of the current market competition, while the intangible value from the brand is the result of development of commodity economy, and its position seems to be more and more important. As a consumer, in my opinion, I agree to the statement that value is predominantly of an intangible nature. But only under the condition that the product itself can satisfy consumers needs very well
Words: 616 - Pages: 3
