In 2001 Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers." (Wikipedia) It's very important to understand the various aspects in the process of strategic Brand Management. Body I. Planning and Implementation of Brand Marketing Programs A. Choosing Brand Elements 1. (logos, packaging
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case identifies the structural issues between a subcontractor and a client that can potentially dictate the branding status of the final product sold to end-users — specifically, when a subcontractor should remain anonymous to end-users and when it should appeal to end-users by branding its own product. Learning Objective: The case can be used in courses such as marketing management (branding strategy), international business (foreign entry mode), and strategic management (inter-firm collaboration)
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Managing a Product-Harm Crisis Vivian Hill Walden University Managing a Product-Harm Crisis Crisis is inedible in an organization. Product-harm crisis in a business can be costly, affecting day-to-day operation, and failure resulting in closing. Disaster is occurrence that organization cannot overlook. This paper will define a product-harm crisis, identify the factors that contribute to a product-harm crisis, and compare and contrast the finding. Define a product-harm crisis A product-harm
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BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES Kevin Lane Keller Tuck School of Business Dartmouth College Hanover, NH 03755 (603) 646-0393 (o) (603) 646-1308 (f) kevin.keller@dartmouth.edu Donald R. Lehmann Graduate School of Business Columbia University 507 Uris Hall 3022 Broadway New York, NY 10027 (212) 854-3465 (o) (212) 854-8762 (f) drl2@columbia.edu August 2004 Revised February 2005 Second Revision May 2005 Thanks to Kathleen Chattin from Intel Corporation
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Chapter 2 Customer-Based Brand Equity Overview This chapter defines the concept that is the focus of the book. Customer-based brand equity (CBBE) is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand knowledge is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions of and associations for the brand. Building awareness requires repeatedly
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Case Study: L'Oreal in China Allen Cha 1a) In a short time, the young Chinese cosmetic market has become quite saturated with numerous firms. In order for Yue Sai to position its brand effectively, it has to draw upon unique strengths that others do not have. Madam Yue-Sai created Yue Sai with the aim “to create, produce and sell the very best beauty and skincare products that we can offer to Asian women and to the world…” The company started under her belief that the Chinese women had different
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-luxury stores are becoming hybrid institutions, embodying elements of both art galleries and museums, within a context of exclusivity emblematic of luxury - Participants take note of the company’s sleekly elegant architecture, interior design, and adroit use of lighting that are modelled after those of museums housing world-class exhibits. The store’s merchandize is artisanal, often produced in collaboration with artists. Objects for sale are displayed alongside actual art, rendering both products
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Brand Audit of Canon Brand audit is a comprehensive examination of a brand to discover its sources of brand equity. Just like we learnt about financial auditing, which gives us a report stating the financial health of an organization the same idea is applied in marketing. Product features: 1. Resolution 2. Lens 3. Viewfinder 4. ISO 5. Shutter 6. Dimensions 7. Weight 8. Price 9. In-built flash Brand Inventory: The purpose of brand inventory
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“Marketing Strategy for Products” Date: October 29, 2011 Abstract In my formal research I will discuss the type of product the company will offer and identify its primary characteristics. I will discuss the product branding strategy. I will also discuss how the product fits within a product line and the depth and breadth of the line. Lastly, I will explain how the product and target market strategies fit with the organizational strategy.
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Think of a US brand that is currently not sold outside the US and prepare a market entry strategy A US brand that’s currently not sold outside the US but with a great potential for an international expansion is the luxury specialty store, Saks Fifth Avenue Saks Fifth Avenue has an extremely high brand loyalty and enjoys stores in the best locations in New York City. However being an upscale store, it is constantly under the threat of economic slowdowns, product substitutions and of course competition
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