these sub-brands are endorsed by the parent and yet maintain their own distinguished persona and value proposition in the consumer’s mind. A complete break away from the parent that is the creation of an individual brand would not be possible for Marriott in this case. Primarily because here the consumer is looking for her needs to be met within the universe of Marriott-backed service guarantee. The “endorsement” is necessary. In effect, branding strategies must be guided by, as well as geared towards
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Brand marketing is important to nearly every business because it represents a company’s markets identity. It displays to the buyer who they are, what they do, what kind of quality of products they provide, and their reputation for trustworthiness. It is rather significant in the world of marketing because the brand influences many decisions of the customer. It is the most effective for the development of the customer to repeat business. This is due to the fact that any customer’s perception of a
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just around the corner and, therefore, civilian air travel would soon be within the reach of millions of people around the globe. In 1946, Juan T. Trippe, the chairman and founder of Pan American World Airways (Pan Am) with its headquarters in New York City anticipated the need for additional hotel accommodation and decided to create, what is today known as, the InterContinental Hotels Group. This also blossom the historical partnership of Pan Am who carries travelers, InterContinental Hotel
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global brand after the company received $39.5 billion in revenue in 2008. Just by looking at this achievement, Cisco proves that its way of building its brand awareness has made the company staying on top of the game like today. Some plans that Cisco developed to build its brand awareness include: •Partnerships with Sony, Matsushita, and US West to co-brand its modems •The company launched its first television spots as part of a campaign entitled “Are You Ready?” •Cisco reorganized into 11 new technology
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essential for companies to use a simple image, sound, or phrase as a to communicate their reputation. Physical and auditory cues allow brands to take on personality traits that derive from the product’s core customer value. Branding can be very effective in a marketing product by adding perceived value, differentiating the product in a large market, and increasing brand recognition. Most importantly, branding can create a strong customer loyalty that simplifies purchase decisions and builds an emotional
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Savvy (new brand) Advantages: new brand image, tap into the young segment Disadvantages: large investments, fierce competition due to the SKU and brand proliferation Target segment: 18-34 years old women; young, confident and successful; in college or career. Channels: being sold exclusively at the department store, mainstreaming into mass markets; or being sold in the mass market from the beginning. Channel Available Exclusive in high-end department stores Channel strategy should be
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had to change its name as the Andersen Consulting name was to expire December 31, 2000 the company had begun to search for a new name in advance of the arbitration decision. It was very complicated because the company had to quickly create a new name, effectively transfer equity of the old name to the new name, raise awareness of the new name globally, decisively eliminate confusion between itself and Arthur Andersen and reposition the firm in the marketplace to reflect its new vision and strategy
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Crown Creative Co - challenging the future( Introduction Fusahiko Yoshino, the young Senior Managing Director of Crown Creative, glanced at his watch. It was a cold winter morning and he was in a hurry for his new office in Chiyoda-ku where the best shops for sports wear in Tokyo can be found. He was going to miss the ski season this year and this made him a little angry. Until he has accepted the management of the company from his father – the old Takiyoshi Yoshino, he was a "cool"
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CASE 9: PROCTER GAMBLE Procter & Gamble (P&G) is one of the most skilled marketers of consumer packaged goods. It markets the leading brand in 19 of the 39 categories in which it competes. Its average market share is close to 25 percent. Its market leadership rests on several principles: * Customer knowledge: P&G studies its customers—both final consumers and the trade—through continuous marketing research and intelligence gathering. It prints its toll-free 800 number on every product
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