Table of Contents Introduction 1 Background information 1 Problem analysis 2 Why is Transken Global facing a trust issue? 2 Solutions 4 Branding in an Industrial Context 4 Analysis of the Current Brand 4 Essential Brand Messages to Communicate 5 Communication Media 5 Conclusion 9 Source List 10 APPENDIX 1 12 APPENDIX 2 13 APPENDIX 3 14 APPENDIX 4 16 Introduction Every company must deal with the critical issue of attracting people to purchase its product or service
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successful? Majken Schultz, one of the leading writers on corporate branding, emphasizes that the core of corporate branding is the alignment between the company’s vision, culture and image (as cited by Cornelissen, page 68). Employees are central as brand ambassadors. Apple’s vision as stated by Steve Jobs, co-founder, chairman, and former chief executive officer of Apple, is to make a contribution to the world by making tools for the mind that advance humankind. Tim Cook, the new chief executive officer
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Brands and Generics As an avid shopper and a single mother of four children, I must be very careful with the amount of money that I can spend at the grocery stores. With as many children as I currently have, it is also important to purchase healthy food for my children. The difference between the brands that I chose can sometimes make all of the difference in the amount of groceries that I can purchase every two weeks. The difference between Brand names and Generic brands are so slight that the
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guide:- Mr Sachin Kumar Singh Distributor (western U.P) cum ASM Titan watches Institute of Productivity & Management PREFACE The PGDM program is well structured and integrated course of business studies. The main objective of practical training at PGDM level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices
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Contrastingly, many unknown chocolate producers offer limited edition candies for Valentine’s Day. After Valentine’s Day passed, those products are still in the stores, but on the “on sale” shelves. It may because the firms produce too many quantities, or the brands are not famous, or customers do not like their products. Companies could analyze consumer psychology and relate to their market conditions to decide whether to produce limited edition goods or not. According to Dubois, Czellar and Laurent, customers
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Faced with increasing competition in its home market and from major global brands in the export arena, Arcelik embraced change so that it can respond quickly to market requirements for new and innovative products, better value, and enhanced customer service. To meet its competitor’s acquisition strategy, Arcelik looked to acquire foreign brands as well. The first big success for Arcelik was to establish the Beko brand of white goods and TV sets in the UK at the beginning of 1990s, extended to
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product, brand, or organization. Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning
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built on a reputation of luxury and the “uniqueness” of the location of the hotel. Despite their success, there are Trustees on the Board who believe that Rosewood is not harnessing the power of their brand. Consequently, they are considering undergoing a corporate branding initiative to improve brand recognition, in order to promote repeat guests, and to cross-sell usage of properties. In order to determine whether this initiative is worthwhile and to provide information for the Board to make a
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company has with designers and customers, who drive its competitive advantage. Challenges of channel management: Supplying T-shirts to a major retailer would make Threadless T-shirts less exclusive, which would negatively affect existing customer relationships. Threadless shirts won’t maintain their “cool” image if too many are printed. Also, Threadless would face the challenges of keeping its brand image consistent in major retailer settings, making optimal pricing strategies for both its B2C and
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Bringing the Brand to Light MOUNTAIN MAN BREWING COMPANY CASE ANALYSIS Pei-Chi Lee Rahul Lakhanpal Feridun Sarihan Saim Onur Tamer Weiqiong Vivi Zhuang March 29th, 2011 Problem Definition Facing decline in annual sales, changes in beer drinker’s preference and continuous growth in light beer sales in the whole beer industry, Mountain Man Brewing Company (MMBC) is standing at a crossroad as to whether or not introduce Mountain Man Light to expand consumer demographic into younger consumer
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