9B13A018 HIMALAYA SHAMPOO: BUILDING A DIFFERENTIATED BRAND IMAGE Dr. S. Ramesh Kumar and S. Venkatesh wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means
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* Chapter 15 * Brand * Brand Identity * Brand names, logos, positioning, brand associations ,brand tons and brand personality * Good first impression and evokes positive association * Brand Positioning * What business the company is in * What benefits provides * Why is better than the completion * Tool used for building brand Identity * Use a set of tool to strength * Project the brand image Strong brands exhibit * Owned word –name should trigger
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and cosmetics, writing tools, and jewelry. Diesel brand image is quite different from the other fashion brands like Armani Jeans and Levi’s. Diesel focuses on values such as freedom, global outlook, creativity, and thoughtfulness, and the iconic brand core values of rebelliousness, irony and irreverence have been transformed into a unique campaign characterized by innovative and creative design. Before the innovation of StyleLab in 1998, the brand portfolio of Diesel consisted of three main product
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Emotional Intelligence 9 Conclusion 10 LEADERSHIP SELF BRANDING 11 Introduction 11 Brand and Branding 11 Personal Branding 12 Personal Branding Process 12 The ‘Domain’ Principle 14 Factors and Qualities used in Personal Branding 14 Leadership branding 16 Leadership Brand Definition 16 Leadership Branding Concepts 17 Building a Leadership Brand 18 Principles Used in Building Strong Leadership Brands 19 Challenges of Leadership Self Branding 19 Conclusion 20 References 21
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remarkable turnaround over the last two decades. Before the 1990s, Samsung was not highly regarded, and struggled with their brand identity and value. Samsung was known as a low cost Korean electronics brand that manufactured consumer VCRs and televisions. The entire company, as well as their products, did not compete well with industry leaders such as Sony for top-of-mind brand awareness. Several key actions instigated corporate and product improvements since this time. Beginning first with personnel
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AVERY FIONA WILSON N,IICHAEI- NORToN EILEEN FISHER: Repositioning the Brand Hilary Old, vice president for communications, was one part excited and one part nervous, so she took a moment to adjust her scarf before she entered the meeting. It was ]anuary of 201,0 and she and her colleagues were about to review the first retail sales results following a major strategic initiative to reposition and evolve the EILEEN FISHER brand. 2009 marked the 25tri anniversary of EILEEN FISHER and the occasion
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Brand positioning - Crating a position in the market place for a product. Eg. Cabury provides custoemrs with a 3d experience of the brand in which they enjoy a premium offer. It ptovies a warm contemporary friendly environement where custoemrs can indulge themselves with caburys chocolate. Cdbury SETS OUT TO DIFFERENTIATE THE EPERINCE from coffee shops and chocolate retailers on malls. BRAN VALUES - Those things that a particular brand stands for . - Eg. Reliability quality. Premium
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. ANALYSIS OF CURRENT BRAND POSITIONING AND SEGMENTATION STRATEGIES BRAND POSITIONING Brand positioning is essential to the success of any firm because it delivers a perception into the consumer’s minds which differentiates them from their competitors. Microsoft began to grow their brand over 20 years ago with Bill Gate’s an underlying vision of “a computer on every desk and in every home”. This resulted in Microsoft developing into a huge multinational company with personal computing at the forefront
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16 The Paradox of Brand Community “Management” Brand communities, while “hot” and fundamental in the relationship interactive marketing age, are often seriously misunderstood. Located at the pinnacle of the loyalty continuum, true communities possess social structure and exhibit socialization processes. These sociological facts must be thoroughly understood by any manager who claims community goals for his or her brand. HarleyDavidson – frequently admired for its ability to generate an almost
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priority for a customer to visit? * Are customers willing to spend money for good physical environment regardless the food taste? Key theory useful for this research topic: * Service marketing * Service environment (ambient factors) * Brand image * Core purposes of service scape Key concepts from literature: * Ambient factors affecting the customers’ psychological - People are part of the service marketing
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