Essays on Brand Equity

1. Smartphone Landscape: Background Mobility has come to be (and is more likely to continue to be) a defining feature of current and future consumption of web-mediated and multimedia content propagated over numerous applications and platforms. If anything, big and small companies are investing in mobility devices and applications in order to cater to increasing consumer needs. Given current mobility landscape at a global scale, big players dominate global markets in numerous areas including, most notably, product design and concept, built-in platforms and applications (which are provided based on broad supplier networks) and, not least, physical stories in premium ...

EXAMINING THE IMPACT OF SOCIAL MEDIA ON THE MARKETING STRATEGIES IN SMALL AND MEDIUM FIRMS. THE CASE OF GUERRILLA MARKETING APPROACH.

I: Introduction

The changes in the contemporary business landscape are driven by a variety of factors. External environment places more and more challenges for the companies, as they grow international, internationalize their chains and adopt new technology in thi relashionships with suppliers and customers globally. The external environment of a company is comprised of political, economic, social, technological, environmental and legal factors. Each of them has the significant impact on the ways modern companies conduct their business and build their ...

Integrated marketing communications

INTEGRATED MARKETING COMMUNICATIONS Introduction Nestle is well known in the food industries of India due to its brand known as Maggi noodles. Maggi is a well-known brand for noodles, soup, sensing and was established around 1947 in Switzerland (Sahoo, Mishra and Sahoo, 2016). In 2015, the Maggi noodles faced a crisis when the Food Safety and Standards Authority of India recalled 9 modifications of the brand in the market around the country (Desai, 2016). The claim was that the product contained some traces of lead and glutamate that are considered unsafe for human consumption (Soni and Harnawale, 2015). Due ...

Abstract

The word brand is actually derived from an old Norse word brandr which meant “to burn”. The main purpose behind this was to help owners identify their animals from those of the competitors by marking them specifically. The basic idea behind brand still remains the same i.e. to help differentiate a product or service from that of the competition by creating a set of unique associations with the brand. For example- the Indian brand Tata is associated with reliability whereas the brand 3M is associated with innovations and new product developments. Every brand is identified by its unique design, ...

MARKETING MANAGEMENT

The NIVEA label is among the most acknowledged beauty and skin care lines in the sphere. Nivea jelly was first initiated in 1991, and its brand now expands to 14 international commodities, which range from facial moisturizers to sun care, shower products, and deodorants. In 1980, Beiersdorf, an international firm that possesses Nivea initiated its NIVEA FOR MEN variety globally, which broke the current base with its after crop balm product. It was the initial cream in the market without alcohol and could irritate the derma. It turned out to be extremely popular with customers (Hitt, Ireland & Hoskissson, 2007, ...

2.0 Introduction As identified in the first chapter of the dissertation, this study will seek to examine the elements of luxury goods positioning and branding. This will aim at examining the cultural settings in purchasing these luxury products in the British and Kazakhstani contexts. This literature review will analyse authoritative sources and ground-breaking definitions that relate to core concepts and theories in the area of luxury fashion and branding. 2.1 Positioning Strategies for Luxury Brands “Brand vision and the culture, personality relationships and presentation are key components of corporate branding that builds brand identity” . Luxury fashion and products are ...

Marketing metrics are those measures and parameter that make a quantitative assessment for measuring, comparing, monitoring, analyzing, and tracking organizational marketing efforts with respect to production and performance. Marketing analysts use marketing metrics for comparing their performance with different companies despite the variation between their business size and nature. Marketing metrics play a crucial role in facilitating an organization in order to measure its performance against its predefined organizational goals. Although there are an extensive array of marketing metrics available, but Mitch-Mil has decided to use the following metric in the relative marketing categories with respect to their relatively ...

1. Overview of your organization and the industry in which it operates a. Include your strategic goals, vision, and mission and any brand values or ‘slogans’ that the organization uses internally/ externally The name of the company is Nutritious Food Company, operating in the foods and beverages industry. The company was established in the year 2005 and comprises of six branches located in six major towns of the State of American Arab Emirate. The objective of the company is to provide food and catering services, offering both traditional and modern foods. The company also offers catering services for occasions ...

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 ...

Xerox Case

What kind of strategic planning process (bottom-up or top-down) did Xerox follow for its turnaround? What inference can you make about the effectiveness of this approach? Needless to say that changing of the strategy in Xerox was paramount for the company’s further development or even survival in 2000-2002 (Mohr, Sengupta, & Slater, 2010, p.492). There are different types of strategic planning to be adopted, and it must be based on the competitive advantages of the firm, its objectives and vision, and specific action plans to be followed. Top-down perspective of the strategic planning has been widely used for decades, ...

Executive Summary

For the purpose of writing a report on tourism marketing, we have chosen Singapore Airlines. The reason behind choosing this airline is because it is regarded as one the biggest airlines in the world and has its headquarters in Singapore. Singapore has always been a major attraction for tourists and those who visit Singapore must also travel via the national airline so as to make the journey more memorable. The revenues of Singapore Airline have always been growing, however, the recent rise in competition within the airline industry has led to low turnover ratios. A survey has indicated that ...

Q#1 David Bowe is the identified fashion icon. Regarding self-concept and perception, Bowe had a real self, which was the most natural demeanor and personality in real life. Primarily, it was observed when he was away from the media and public eye. On the other hand, he also had the ideal self, which was a creation of the public and celebrity persona which most people knew. The first areas of focus here is the real self of Bowe before he became the star icon most people know. The real self of the fashion icon was manifested since his childhood. ...

Executive Summary

Marketing is an important business function that ensures a company remains competitive. Kingsford is an American brand that produces premium charcoal grilling products and one that enjoyed a steady growth of revenues in the 1980s. The company has relied on an experienced team of sales executives, consistency in marketing and sales actions, superior quality, and brand positioning for success. However, Kingsford’s main problem lies in the aspect of competition. The company has faced serious challenges in regard to the strategic decisions that were necessary to avert competition in relation to aspects such as pricing, advertising, promotion as well ...

Guest Satisfaction and Guest Loyalty

Introduction 3 Main Section 4 Arguments Against the Correlation between Satisfaction and Loyalty 4 Arguments For the Correlation between Satisfaction and Loyalty 6 Opinion: Increasing Guest Satisfaction results in Guest Loyalty 10 Conclusion 13 Introduction This paper will attempt to explore the intricate relationship between guest satisfaction and guest loyalty. There has been an ongoing debate on why guest satisfaction does not always result in guest loyalty, and it is an interesting topic of study. The opinion posited is that guest loyalty is the product of superior guest satisfaction (as opposed to just regular satisfaction) and that this superior ...

The Company

Ancestry unique selling proposition as a company is to provide family history and DNA testing facility for prospective consumers to primarily tie up the relationship found in the family tree in lieu with the genetics and health history that helps consumers to gain a new level of understanding about their family history. The company is a leader in the family history market and is considered the pioneers when it comes to the online research of family history; the belief system at the launch of the company in 1983 was to connect with people who wants to know their family ...

Contemporary Marketing Issues

Executive summary Brand love is about a brand attitude that people hold about a brand. Some most famous theories of brand love include Sternberg’s (1986) theory of triangular love, Consumer-brand relationship theory proposed by Shimp and Madden (1988), Lovemark theory of Robert (2005), and Emotional brand attachment theory proposed by Carroll and Ahuvia (2006). Findings disclosed that emotional approaches to brand love are stronger than rationale benefits. Organizations that transformed from functional to emotional include Coca-Cola and Walt Disney. These organizations are the examples, of emotional theories as they got huge success through deploying interpersonal emotional theories of ...

Executive Summary

The purpose of the assignment is the financial analysis of the global brand, Coca Cola along with the brief environmental scanning. The report starts with analyzing the competencies of the Company in internal and external environments and how these dynamics affect the operations of the Company. Given this environmental analysis, the Company decides its strategies, which directly affect the financial position of the Company. As an financial entity, Coca cola is a stable company with strong financials and balanced spending and revenue. The ROE of the Company as per the DuPont analysis is on a rise, which is a ...

Different business organizations utilize varying marketing strategies the help them win in the competitive business environment and make profits. The type of marketing strategy adopted by any firm depends on the industry where the firm operates, the location, the size, and long-term and short-term goals of the firm. In the present digital age, organizations need to use sophisticated and advanced marketing strategies to help them win both local and global competitive advantage. An effective marketing strategy composes of many elements that together assist the firm to achieve its goals. The following paper provides an overview of strategic marketing process ...

Business Strategy Analysis

One characteristic attribute of the fashion industry is its predisposition to change; therefore, an innovative product may become irrelevant and lose market share within a short period. Consequently, this element necessitates for continuous product development coupled with market research to maintain a competitive advantage. In some industries, having a R&D department is a competitive edge, but in the fashion sector, it is a survival tool. These rapid changes in the industry are not limited to products only, as marketing tactics and other business strategies need to be constantly reviewed. The emphasis on customer engagement is increasing in this sector ...

MANAGEMENT

Literature Review Literature on marketing suggested that it was years ago that organizations carried out their businesses in brick and mortar form and depended heavily on the door to door marketing to create and maintain a customer base. As technology continue to chip in, new avenues started to open for business marketing such as television, radios, telemarketing, emails, direct mail, print advertisement etc. Although the technology based marketing efforts have helped businesses make a huge amount of profits but now they are seen as intrusive or ineffective. Consequently, the customers all around the globe began to ignore the traditional ...

Answer 1)

Casually cited as ‘Nueroscientist’,Marin Lindstorm,is a well known brand expert around the world and is largely renowned for his ideas on neuro-marketing and how the companies can take the benefit from the tendency of the consumers to follow impulse buying. His most famous work, Buyology, where he analyzed more than 2000 people to buy in the world filled up with clutter crisis, and what role does human psyche and subconscious mind in inducing the buyer to buy the product, the ideas perfectly supplemented the content of the article ‘‘In Search of Buy Button’’. As we read in ...

Abstract

In this age of globalization and digital media, companies with innovative marketing strategies and tactics have been able to maintain and sustain the brand’s equity in the eyes of the consumers in a profitable manner. In view of the requirement of the project, the brand selected to study a consumer’s loyalty factor is ‘Apple Inc’. The target segments of Apple are the millenials who are more into technology and also those demographics who are able to pay the premium price for the phones, the strategy of Apple to create a brand niche in the minds of the ...

Management

Review of Retailer’s Communication Plan Brand Communication In order to add value to the products and services offered by organizations and ensure that marketing efforts yield a high rate of success, it is really important the brand communication is carried out in an effective manner. For creating a brand communication strategy, exceptional insight, high focus, creativity and an in-depth analysis of internal and external environment are required (Stafford 10). It is believed that every brand is unique in its own way and requires different methods of communication so as to attract, retain and satisfy the stakeholders. Lynch, Joanne, ...

Brand Management

Introduction As per the American Marketing Association (AMA), the definition of a brand is a name, term, symbol, design or a combination of them, which is intended to identify the goods or services (Cohen, 2011, para. 3). These products may belong to one seller or a group of sellers and to differentiate them from those of competitors (Korchia, 2012 p. 13). However, there exist several other definitions for the term "brand." In such circumstances, it is always good to use a standard definition that can be used under every circumstance. The AMA definition is the best one ever definition ...

Company Background

Coca-Cola is a leading brand in the beverages industry. The company has a global presence and is the third strongest brand in the world. It was formed in 1886 in Atlanta by a pharmacist. The products of the company include the soft and carbonated drinks. The company has enjoyed enormous growth over the years of its operations and diversified its product portfolio. The growth of the company is attributed to its vast distribution and the bottlers’ network around the globe. The industrial operations and the B2B selling have contributed a lot in the success of the company. The business ...

For the purpose of meeting the goals and objectives of this assignment, we will be choosing two brands of retail stores such that one is strong and the other one is not and then after comparison and contrasting, we would propose a brand plan for the less successful retail store. Brand equity and brand portfolio of both the retail store will be analyzed in much detail. Let us look at the comparison and contrasting of the chosen retail store. We have chosen Walmart as the successful retail store and Safeway, Inc. as the less successful one.

Walmart

We know that ...

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 ...

Overview of the restaurant industry

In the contemporary context, the restaurant industry can be defined as an industry that involves professional restaurants, bars and other providers of food services structured to allow in-service deliveries. It can be considered as a network or a collection of professional food service companies which operate restaurants and other eating places in both at the country level and at the global levels. Hyun et al (2011, 30) assert that these companies operate in services, which include includes full-service restaurants, quick-service restaurants, cafeterias and buffets, and snack bars, among other services. It is one of the largest professional industries in ...

Introduction

LEGO Group, a well-known family-owned firm, was started in 1932 by Ole Kirk Christiansen. It started with making wooden toys in Dutch province of Billund. The company continues to be handed over from one family son to another though it changed to making plastic brinks and toys. Its motto has been “Only the best is enough.” Since its launch, Lego continued to have relatively high sales and profitability until the rise of electronic entertainment that made its sales to grow sluggishly. It, therefore, increased innovation and diversified from historical core products, an attempt which failed. It also experimented with ...

The Sorbet Group has enjoyed much success in the South African beauty business. This has been brought about by effective human resource practices coupled with excellent customer relations. Given the kind of expansion that the group is undergoing especially in franchising, there are questions about whether the company will maintain the same level of customer service and brand awareness. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet communicate its positioning and personality? Brand positioning is an essential element for the success of any given business. It refers to the specific ...

The Sorbet Group has enjoyed much success in the South African beauty business. This has been brought about by effective human resource practices coupled with excellent customer relations. Given the kind of expansion that the group is undergoing especially in franchising, there are questions about whether the company will maintain the same level of customer service and brand awareness. What is Sorbet’s brand positioning? How would you describe the brand’s personality? How does Sorbet communicate its positioning and personality? Brand positioning is an essential element for the success of any given business. It refers to the specific ...

Personal Marketing Plan

In this age of globalization, the competition amid products and services is intense and dynamic, and the impact has also been felt on the job market, in view of the fact that, the saturation in jobs is immense and with so many candidates the market to get the one coveted position, it is imperative for candidates to make a personal marketing plan to promote their professional and personal attributes in a manner that makes them stand out amongst the crowd.

As a student of ABC University, enrolled in the business management department with majors in Marketing Management, the need ...

LITERATURE REVIEW

Literature review When in the MSDI conference that was conducted in the late 1980s and at the beginning of 1990s, the concept of brand equity was discussed then participants agreed that there are two sorts of brand equity that includes financial brand equity and consumer based brand equity. Financial brand equity is related to the value of the company as it the brand of the consumer is treated as an asset. However, the consumer based brand equity (CBBE) is related to the value of customers because the brand adds convenience in the lives of customers (Cant, Strydom & Jooste, 2009). ...

Executive Summary

The objective of this assignment is the environmental analysis of Coca-Cola Company. This analysis consists of matching the internal environment strengths with external environment opportunities. This means that the strategic actions of the Company are analyzed to confirm that the Company utilizes its SWOT analysis results. The strategies that the Company is using given the fierce and stiff competition in the market could be analyzed by making the use of Porter’s Generic Strategies. These strategies that the Company uses to tackle the challenges and utilize opportunities in the environment will determine the quality decision of management for strategic ...

(6.1) Identify and explain the five stages of the consumer buying process. Give examples of marketing activities designed to influence each stage.

Identifying a need gap

Any given potential customer feels an urge for a particular product due to the situation in which they find themselves in. Various factors could trigger this urge including the intrinsic and extrinsic factors. The intrinsic factors include the idea that the potential customers could be hungry or thirsty, thereby, pressed to make a step to have that need or urge fulfilled. The customers could also be motivated by an advertisement in the local daily or television making ...

Arguably, consumer is the most important individual in the entire market and business. Therefore, it is useful to study where, how, when and why people do or do not by a certain brand. Consumer behavior gives a view on the decisions made by the buyer when purchasing a certain brand in the market. Notably, cultural sensitivity is one factor that affects the decisions and the behavior of the consumer. Actually, cultural sensitivity means being aware of the cultural similarities and differences existence and its effects on learning values and behaviors. As a matter of fact, culture is a very challenging issue for many marketers, ...