SUPPORTING BRAND IMAGE THROUGH PACKAGING, BRANDING, AND LABELING Packaging Packaging involves activities such as designing and producing the container for the product. To Kotler and Keller (2006), packaging may include up to three levels of material -the primary package (the container that directly holds the product), the secondary package (e.g. the box), and the shipping package (e.g. whether it will be packed in 3’s, 6’s, etc.). In the case of Apple iPhone, these three categories of packaging
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the China luxury market in general, because lower levels of differentiation between brands in the mind of the Chinese customer results in a reliance on other more overt cues to establish perceptions of prestige. For example, Joanne Ooi comments on branding in China and notes that “You must be expensive, prestigious and international to seduce the Chinese consumer.”[1] Furthermore, according to an Ernst and Young report cited by the case, Chinese customers are “more conspicuous customers who took pride
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Brand Consultant: It's all in the Image Suggest a Career ------------------------------------------------- Top of Form Bottom of Form A branding consultant’s role straddles commercial, market opportunity, consumer connect and future scenarios. Consultants create, manage or alter the brand’s construct and path. They work on defining the brand, its business, its character, its architecture and how it would engage with employees internally and consumers externally. Consultants immerse themselves
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ABSTRACT Ingredient Branding, a subset of Co-Branding, wherein two or more brand names are used on a single product to increase product differentiation and further market share is becoming increasingly visible in the marketplace today. This strategy is generally used to enhance Brand Potential and works on the rationale that, “If a consumer understands the functions, attributes and benefits of the ingredient, he or she will pay more attention to this offering and if it is unique compared to others
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companies; at the same time local companies may also achieve competitive success based on a deeper understanding of the local consumers ([9] Ger, 1999, p. 70). Several key reasons support why companies pursue a global strategy in branding. Manufacturers often pursue global branding strategies for its inherent benefits like economies of scale and scope in R&D, manufacturing and marketing ([29] Yip, 1995). Further, global brands are strategically appealing to a growing segment of consumers around the world
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BRANDING VERSUS A CHANGING CONSUMER CULTURE By Polly Stone Submitted in partial fulfillment for the degree BA Advertising London College of Communication University of the Arts London Dissertation Tutor Dr. Adrian Sledmere April 2014 ACKNOWLEDGEMENTS As this work represents the culmination of my education so far and three years of personal development and growth in ways I could have never foreseen, I would like to firstly thank my incredible family for their unwavering love
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The Emerald Research Register for this journal is available at www.emeraldinsight.com/researchregister The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm IJRDM 33,4 256 The nature of parenting advantage in luxury fashion retailing – the case of Gucci group NV Christopher M. Moore and Grete Birtwistle Division of Marketing, Glasgow Caledonian University, Glasgow, Scotland, UK Abstract Purpose – Examines the application and nature
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Master of Management Marketing Management MKTG 6120 Trimester 3, 2013/2014 The Impact of Brand Awareness on Brand Equity: A Study of Malaysian Automobile Industry Prepared by: Wiki Noviandi (G1335059) Feras Qawasmeh (G1335039) Nor Izuan Shah Minhad (G1325003) Wira Amirul (G1230579) Abdul Razak (G1333627) Prepared for: Prof. Dr. AKM Ahasanul Haque Date of submission: 13/07/2014 Abstract This research project will use quantitative measurement to examine how influence
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Brand Name and Corporate Image Valarie Murphy-Taylor OMM 615 Janis McFaul July 21, 2014 Abstract The aim of this paper is to describe the difference between brand name and corporate image. As companies seek to gain a competitive edge through means of organizational restructuring and/or innovation, building brand name recognition and corporate image
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Name: University: Course: Tutor: Date: Existing Brand Research Report Urban Outfitters Urban Outfitters brand was introduced by Urban Outfitters, inc. which is a multinational clothing corporation that has its distinct brand and has its headquarters in Philadelphia in the United States. It operates in United States and in Europe serving a dynamic market and also controlling a significant market share. The promise of the brand is to provide for its consumers relevant trends that will make
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