Brand Management Reports Samples For Students

Introduction

Brands have existed since ancient times, as evidenced by the fact that individuals have always used unique marks to distinguish their products from those produced by other individuals. However, the main reason for branding in ancient times was to prevent the theft of property. Despite the origins of branding, its main purpose shifted to enhancing the visibility of products as humans engaged in increased commercial activity with each other (Hampf and Lindberg-Repo, 2011, p. 1). Consequently, the concept of brand development arose. Brand development refers to the efforts taken to increase the success of a brand in the market ...

Luxembourg is a potent brand due to its geographic and historical position. It is mainly branded through the use of customer based brand equity through the personalization of communication and customization of its products and services. It has developed a “Made in Luxembourg” label to distinguish its products and services when exported abroad. Luxembourg also has the “Luxembourg for Business” (LfB) brand which establishes a corporate identity for Luxembourg as a “brand with a pro business reputation. This paper discusses the development and further improvement of Luxembourg’s country branding through the following brand management components: Building a strong brand; Brand positioning; Choosing brand elements to ...

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Strategic brand management refers to the evolution of brand characteristics that build authenticity, assurance and emotional bonds with customers that ultimately result in value creation and building of social interactions and behavior (Rosenbaum-Elliot et al., 2011).

Understanding customer problems and making efforts to solve those problems form the core of marketing strategy (Alexander, 2015).

Customers are swayed by social and behavioral impulses leading to purchases which either solve a problem or meet their unique need. For this discussion we will evaluate the strategic brand management of Nike. The ...

Brand Management

Brand management refers to the process of upholding, improving and maintaining a company’s brand so that potential customers can always associate with a lot of positivity (Morhart, Herzog and Tomczak, 2009, p. 126). Brand management is used for creating a marketing foundation, but concentrates mainly on the brand and how to make it favorable to the consumers. Usually, when brand management is conducted well, there is likelihood to increase the sales of a particular product which is associated with the brand. On the other hand product management is analysis of a market to ascertain a product’s competitive ...

Introduction

Building and managing strong brands is regarded as one of the key drivers for attaining success in the hospitality industry. The trend can be observed at both the local and the global level. Application of brand and line extensions has become a major trend in the hospitality industry. Brand extensions and line extensions would be the key method for launching innovations in coming years (Sumarjan et al 2013). The critical review of brand and line extensions for hospitality industry is done to understand the impact on the industry, brand management and brand equity.

Impact of brand and line extension on management of brand in hospitality industry

Strategies for brand extensions are beneficial due to ...

Executive Summary

The prevalent positioning has diverted the brand image of all the Daimler products to be luxurious in use and niche in pricing, in spite of the corporate brand aiming at building an image based on product quality, safety features, and services. In case of Daimler, the management of the corporate brand, the eventual positioning of the corporate identity (through integrated marketing communications), and the strategic association between the brand portfolio and corporate brand is managed under the Daimler’s brand architecture framework (Keller, 2009, p.251). The latest target for focusing the product and corporate branding for Mercedes comes in ...

Objective

The key purpose for the Make-A-Wish Foundation is to grant the different desires of children experiencing life-threatening illness, an aspect that gives them hope and joy in life. The organization helps to save the lives of children between the age of two and a half to eighteen years and their respective families with the burden of enriching their life experience. The rationale for the experience is a belief that through the concept, children in such conditions and their family are released from the immense stress and filled with hope in life that will surpass their illness. The foundation achieves ...

Introduction

Unilever is one of the most trusted consumer goods companies around the world. Unilever is known for the production and selling of more than 400 consumer goods products in the local and international market. The company continually evolves with the changes in consumer needs. The company has long-served its customers with products that could satisfy them beyond their expectation. To continually grow and gain customer’s trusts, the company keeps developing new products that are first tested and then provided to the consumers for daily consumption. Unilever has the strongest brand recognition in the local and international market. This ...

NIVEAManagement

MANAGEMENT
Executive Summary
NIVEA is the initial label and most significant line of Beiersdorf, a derma care organization that was started in Germany. Beiersdorf’s common aim is to become the leading care label in the product categories and market. The agency plans to attain such goals by utilizing NIVEA as a star line strategically. NIVEA's communication purpose is to reinforce its brand as the leading derma care line and to update its brand image (Keller, 2008, p. 6). Lately, the organization has declared Blue agenda the label compass, which concentrates on reinforcing the NIVEA line. Nevertheless, the firm ...

Executive Summary 3

Introduction 4
Theoretical Background 4
Brand Love Scales 4
Definition of Love 5
Personality of Brand 5
Image of the Brand 5
Brand Love’s Elements 6
Brand Romance 7
Brand Attitude 7
Brand Loyalty 7
Fashion Brands Love 8
Brand Love in Cell Phone Industry 8
Brand Love Creation by the Companies 8
Apple/Samsung/Huawei 8
PepsiCo 9
Benetton 9
Conclusion 9

BIBLIOGRAPHY 10

Executive Summary
Brand love is a relatively new phenomenon actively discussed by the scholars and marketing professionals. Brand love is necessary for the modern companies to successfully attract and retain their customers. Moreover, it helps to convince ...

1.The Aston-Martin Brand
1.1. History
Aston Martin Lagonda Limited, more commonly known by the name Aston Martin, is a British automobile manufacturer that is currently owned by the American Ford Motor Company. The company is quite old—it was founded in the early days of the automotive industry, in 1913, and became famous for unusual and exotic cars through the use of the automobiles in a number of James Bond franchise films (Cooper, Schembri, and Miller 2010; Aston Martin 2016). Aston Martin has changed hands a number of times; the company has always remained a luxury automotive brand, however ( ...

[College]
As the new manager, I came to the conclusion that Kimpton Hotels is the growing business. All the growing businesses can risk taking the decisions at the drop of a hat usually associated with a lower quality of services. Implementation of change requires vision from the front-line managers and the inspiration from the staff. Each Kimpton Hotel has a unique culture to support the organic and sustainable growth.
The purpose of this report is to provide the organized framework to the Earth Care Project phases 2&3 to keep the process on an even keel and to maintain the ...

Report on

Undertake Marketing Activities
Examine the situation and decide on a plan of action
The owner of a new animal training school, which uses a special new technique and claims to be able to teach dogs to read, has contacted the advertising agency. The agency has to devise a marketing strategy for the animal training school.

Clearly describe the goals that you have set.

The short-term goal of the new training school is to expand from its small premises on the outskirts of Brisbane to a nationally recognized company with many schools in all the major cities and large provincial towns.

The long-term goal of the school is to expand, over a 10 year period, from its base in Australia into America.

How you would allocate roles and responsibilities to individual members ...

The Coca Cola Company is a multinational company that deals with the production and sale of non alcoholic beverages. The company’s headquarters is located in Atlanta Georgia. The company is best known for the brand of Coca cola products. The products were invented by John Stith Pemberton in 1866. The inventor was a pharmacist located in Columbus, Georgia. Coca Cola formula was bought from Asa Candler in 1889 (Bell, 2004). Asa was incorporated into the company in 1892. Coca cola offers a variety of over 500 brands in approximately 200 countries. The company has the privilege of serving 1.7 billion customers ...