Essays on Brand Management

Re: Junior Brand Manager Position opening

Dear Mr. / Ms. First name Last name: Greetings! My name is -----. I’m interested in applying for the position of Junior Brand Manager at ------. Given my background, skills and training, I know I am the best candidate for the position. As a young and dynamic individual with a passion for marketing since childhood, I am excited to apply for this position in your company that promotes highly reputed Fast Moving Consumer Goods. I am glad to present my educational background and previous experience for your convenience and perusal. My academic training has prepared me for a ...

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 ...

<<FName, LName>> <<Class>> <<Professor>> <<School>> <<City>>, <<State>> <<Date>> 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 ...

<<Student Name>> <<Professor Name>> <<Course Title>> <<Date>> Branding Strategy: The Company plans to invest and efficiently manage its branding strategy to achieve its growth objectives. The core of the company’s success lies in implementing a relevant and coherent branding strategy. Defining each and every element of the branding strategy will enable management, customers and employees to understand what the brand vision is and what the company aims to achieve. This is really important if the company has to fight and grow in a competitive market place. ...

Management

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 ...

A brand diversification is a critical task to conduct and execute successfully, particularly for established brands that have a tendency to loose lucrative market share immediately due to wrong decision and evaluation. According to Somma (2014), the diversified streams are introduced to the businesses with integrated risks and dangers that demand early detection. Hence, diversifying into a new venture or plan would require a close analysis and alignment between the essentials. As a brand manager of a reputed entity, I would initiate my diversification strategy with a solid objective. According to Linton (2012), objectives are necessary before diversifying a ...

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 ...

Operational Plan for NAB Company

Key Aspects of Operations Initiating the operational activities of the company, Non-Alcoholic Beverages Company (NAB Co.) would require approximately 200 employees in single shift. The company would be regulating two shifts in a day. The organogram of 200 employees each shift would include production workers, monitoring teams, shift managers, and Melinda Cates in the morning shift. The evening shift would comprise with the similar pattern of labor utilization but Stephen Job would be regulating in order to cross check the morning activity. The company would need a 5,000 sq ft. space initially to place equipment and conduct the ...

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, ...

Benefits of using a brand manager

A brand manager is a key person to the prosperity of business. A company realizes numerous benefits for utilizing a brand manager. Ashraf homemade ice cream Ltd can meet the current client tastes and preferences since the brand manager will steadily monitor the market trends to identify changes. Also, Ahmed can tailor the business services and products to meet the particular market demand which is a benefit to Ashraf homemade ice cream Ltd. This aspect allows the company to stay relevant in the market and offer high-end services and products. Also, Ahmed can meet with customers and senior administration ...

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 ...

Intercontinental Hotels Group

InterContinental Hotels & Resorts – Brand Overview InterContinental Hotels & Resorts is a luxury brand, which offers upscale hotel services to its highly valuable, premium, and high-end customers. It has more than 17,109 room in 200 hotels altogether in 75 countries across the globe. InterContinental Hotels & Resorts are pioneers in the luxury hotel industry. The parent company of Intercontinental Hotels & Resorts is InterContinental Hotels Group commonly referred as (IHG). Apparently, with almost 710,000 room in 4840 properties of resorts and hotels in across 100 countries, IHG is evidently marking its dominion in the hospitality industry while upholding the title of ...

Introduction

In context of fierce competition in front of even the well-known and developed enterprises need to fulfill rather complicated task of maintaining their positions and efficiency on the market. Typically, branding is considered to be effective management technique. Despite the fact it has been already implemented within the Nike Company, the management system faces new challenges of business environment. Therefore this technique should be implemented in new more efficient form in order to meet the demand of customers. This research aims to resolve the problem of brand management implementation on the basis of new principles of development and sustainable ...

The retailing industry is an area that has grown worldwide owing to the increased consumer interaction that is involved in the retail business. Most importantly, the retail industry has grown internationally because of factors such as brand management and advertising based on lifestyle trends of consumers (Fernie, Fernie and Moore 1).

PESTLE Analysis

Political Factors Political factors influence the performance of a company such as Target. Different countries have differences in terms of tax regulation and tax rates based on the various acts of legislation in the respective countries. Additionally, a retailing business may not be viable in countries with unstable ...

Many energy companies begin from a humble background of marketing their products without any plan for further development. However, to reach a certain point in growth, they must embrace branding proactively. Overlooking this important step towards marketing would result in stagnation in growth. Ovo Energy is an energy supplying company through buying and selling electricity and gas to domestic properties (Bessant and Tidd 429). Creating the right image of the Ovo Energy through branding will be so fundamental in generating a market in Cairo. Branding must, therefore, satisfy the following characteristics: innovative, customer loyalty, quality products, and good design ...

Introduction

Brief profile of the video case The Video Cola War is a documentary about the competition between the two key competitors in the carbonated drinks market. In that respect, it provides an overview of the Cola industry and explains how Coca-Cola and Pepsi have been competing.

Description of the organizations’ position

Coca-Cola and Pepsi are the leading competitors in the carbonated drinks market accounting for about 75% of the market share. In 2004, Coca Cola’s pretax profit was about 9% of its sales (Nils, 2015).

Portfolio objective

Considering the video’s content, this report presents an analysis of the two companies’ strategies and the Cola ...

Introduction

The video provides an overview of the Cola Wars between two giants concentrated soda producers, such as Coca Cola and Pepsi. The key parties involve in the soft drink business include concentrated producers, bottlers, retailers, and suppliers. Coca Cola and Pepsi held about 75% market share and focus on the advertising, product portfolios and operational efforts to compete with each other. Both companies pursued effective strategic management strategies for business, corporate and global level. For example, both companies focused on the differentiation and cost leadership at a business level by adding new products to portfolios like Mountain Dew by ...

In our world today, almost everything is in competitive zone. Most of the companies are struggling to build a sustainable and profit making customers relationship; This makes segmentation an important key to the effective client since it helps to optimize the investments in product development, market communications, and channel management. Retailers all over the world are begging to transform their relationships with their clients through providing Omni-channel shopping experience that enables the customers to leave the markets or shops satisfied. According to Tommy Hilfiger, Omni-channel approach allows customers to make their choices and purchases whatever they want. These clients ...

Branding Strategy

The brand name for the company will be “Texas Vegetable Trans-Mobile Stand”. This name has been chosen to encompass the geographical area where the business will operate and the services it will provide. The business will operate within the Northern Texas and the surrounding regions which can easily be accessed. The services will be to provide door to door delivery of vegetable products; hence by using the brand “Texas Vegetable Trans-Mobile Stand”, the prospective customer will be able to predict the products provided by the company and the geographical area within which it will operate (Keller, Parameswaran, & Jacob, 2011). ...

Worshiping celebrity heroes is a worthwhile activity. Discuss

As far as it can be remembered in the history of the world, human beings have worshiped others who seemed to be bigger than the general public. Apparently, such “larger than life” people have sought for inspiration, as a way of running away from the routine, ordinary lives, as well as hope. In the current day, in the U.S., people have taken this practice to a higher new level. For instance, the social media such as Twitter and Facebook have greatly driven the fascination of wishing to know more about the lives of the celebrities (Cashmore, 2006). Notably, some ...

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 ...

Introduction and Review of Company

Emirates Telecommunication Corporation, more commonly known as the brand Etisalat, is a multinational telecommunications company based in the United Arab Emirates. The company has been operational for 40 years and had operations in Asia, the Middle East, and Africa. The company’s operations generated global revenue of $14.08 billion and profits of $44.9 billion in the year of 2015. Etisalat is the thirteenth largest mobile network provider in the world, providing a customer base of over 160 million people with telecommunication services. The company provides internet and mobile services in eighteen countries in three different continents. Etisalat is the ...

Marketing Strategy

Red Bull organization is regarded as main energy drink provider that is distributing its products throughout the world. Red Bull is an international organization that is trying to market Red Bull Energy Drink. The mission of red Bull here is to enter into market of Hong Kong. Hong Kong is selected because it is located and China and China has successfully entered into the global market, and has provided several opportunities to international organizations to conduct their business in China. Further, China has also opened several platforms for businesses in order to facilitate them to enter into the Chinese ...

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

Flipkart is an e-commerce company which was founded on 5th September in 2007 by Binny Bansal and Sachin Bansal. The firm is headquartered in Bangalore, India and employs approximately 33,000 people. The firm was started with an initial investment of INR 4 lakh or $6,000. In a manner of few years, the Flipkart business model became a successful one and transformed the form into one of India’s most successful and prosperous e-commerce firm. Flipkart was initially launched as a simple website to be used for price comparison, but then it took the shape of an e-commerce ...

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 ...

Analysis of Mark Parker's Career

Ups In 2006, Mark Parker became the Chief Executive Officer (CEO) of Nike, Inc. and since then Nike's annual revenue increased up to 60 percent. In addition, Nike's profit of 57 percent is another visible achievement of Parker. Parker became a prime wheel that helped the Nike, Inc. to double its market cap. Moreover, Parker has embraced innovation as well as prioritizing designs, which became the success of Nike. He is one of three-person design collaboration, alongside Japanese style-maker Hiroshi Fujiwara, designer Tinker Hatfield, and Nike spokes-icon Michael Jordan to form HTM team, which acts as Nike's core Research ...

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). ...

The media plays a crucial and critical role in influencing people’s perceptions about different aspects of the society. In contemporary societies, the media have become important elements of people day-to-day activities (Bradburn, 2001). Furthermore, the media can influence people’s impressions about an event in many ways. As people use different media forms such as new papers, social media, and Televisions, they develop particular impressions or expectations regarding easy communication and accessible information. Most people rely on the media for information regarding different events across the globe (Bradburn, 2001). As a result, people think negatively about an event ...

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 ...

Literature Review

Corporate branding helps in making a positive image of the business and brands associated leading to the development of brand equity. Measures of brand equity can be done through loyalty measures, leadership measures, differentiation measures, awareness measures and market behaviour measures. In combination, these four measures contain the brand equity ten which determine the overall brand equity resulting from branding activities. The brand equity ten measures such as loyalty and price premium (loyalty measures); leadership and perceived quality (leadership measures); organizational associations, brand personality and perceived value (differentiation measures); brand awareness (awareness measure); and price and distribution indices and ...

Branding in the Hotel Business

The brand is a name, sign or symbol that identifies products and services. Brand-building is the creation of the brand. Branding is a set of successive measures aimed at creating a holistic and demanded by the consumer image of the product or service. Robert Blanchard, former P&G executive said: "A brand is the personification of a product, service, or even entire company" (Mootee, 2004). With the help of branding, managers should attract consumers to the hotel, and for that purpose they need to understand what they can give to the consumer. Here managers need to understand what differs their ...

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 ( ...

Universities Name

Introduction Today one can hardly name a professional sphere that hasn’t been affected by the world processes, including globalization. Public relations (PR) are not an exception. Therefore, what is the relationship between globalization and PR? How globalization influences the above-mentioned creative sphere? Before going into details, it is worth paying attention to the definitions of the two matters of studies to better understand the correlation between them. According to the definition offered by the World Health Organization, globalization means the “increased interconnectedness and interdependence of peoples and countries”. It includes two elements, which are interrelated. The First one ...

Question 1 Response

As the CEO of Naked Wines, I would require the heads of all functional groups to report directly to me. The main functional groups that the company will have are: Human Resources; Operations; Finance; Marketing; Information Systems, and Legal and Compliance. The head of Human Resources and Risk Management will be responsible for coordinating employee related issues and ensuring that the company has the right workforce to support its operations. The primary responsibility of the head of finance will be to protect Naked Wine’s resources through development of a systematic process for financial control. The head of marketing ...

Cost vs. Price vs. Values Cost vs. Price vs. Values

Introduction

A drought has left a significant shortage of the potato crops, leading to an increase in the prices of the potato. The increased price of the potato has left the company with a challenge of survival as they are running their operations on a small profit margin. Julie, a brand manager at a potato chip making company is left at odds over the decision to add the price of the product or reduce the size of the packet. The management has already given their opinion and approved the reduction ...

[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 ...

Candidate Number

MN1305 1. Brand Equity: Background The growing complexity of business across borders has made brand enhancement more necessary. Given how brands, local and global, are increasingly exposed to risks of manipulation, unlicensed extensions or unauthorized adoption (particularly abroad), safeguards against possible breaches are more and more adopted and implemented. The case for brand management cannot, in fact, be overemphasized. As products and/or services are becoming increasingly valued based not only on physical or concrete attributes but also, significantly, based on brand associations in consumer mind. If in conventional branding methods, physical or concrete attributes are comparatively easier in measurement ( ...

In this paper, we are going to investigate how emotional domain when linked to brand management can improve the overall efficiency and success of a brand. The concept of emotional brand management will be discussed in the entire course of this paper by making use of brand theories and its core elements.

The concept of Branding

Ever since the phenomenon of globalization started to gain popularity, organizations in almost all industries viewed the idea of expanding their operations across borders as a great opportunity to acquire more business, improve financial performance and increase their customer base. Globalization was also seen as a great ...

A RESEARCH PROPOSAL

Abstract The proposed research utilises the concept of luxury value proposition (LVP) in fashion management to study consumer purchasing behaviour amongst London’s high-end fashion products. The proposed research seeks to examine the concepts of brand creativity, individuality, originality and ostentatious display to examine how marketing communication is done in high-end fashion management. This will be studied by using content analysis to critique the main marketing messages and visual analysis to identify how LVP is used to get consumers to purchase specific products. The study will lead to the observation of consumer purchase habits in a sample of high ...

For primary research, an online questionnaire was prepared that was forwarded to Chinese Students in West and Western friends and from them, it was further forwarded to their friends. This research strategy was time saving but Questionnaire was made by first analyzing how different researchers, researching in similar field, do their research. After that, they were compared with our research objectives and purposes. Highlighted differences made it clear as to how should a new questionnaire were made which could bring reliable results after analysis. Survey questions were kept as unbiased as possible. The questionnaire has three parts, first in which ...

Virgin Group

Abstract Being a successful business with a long term growth potentiality is the most important objective of any business organization. Success of a business can be defined in many ways and there are a number of alternative notions of success that are commonly used by business analysts. The current dissertation explores four different notions of success and their limitations in the real world. The notions of success are explored in the context of one of the most successful conglomerates of the 20th century, Virgin Group. While the funding, profits, and management structure look into the internal aspects regarding the success of a business; ...

All the big companies around the world pay special attention to advertising and building brands. Brand managers are hired and they are given a special budget to advertise and maintain the brand position and value. Coca-Cola, Apple, Pepsi, Intel and Apple are the examples of the brands that pay special attention towards brand building. Brand building is about maintain one’s brand in the minds of the consumer as well as continuously deliver the high quality, and meeting all the consumer expectations that are created in the mind of the consumers through advertising, and other public-relations activities.

Many experts in ...

Make Sure Your Product Innovations Serve Consumer Interest's, Not Corporate Ones

In order to make an advertisement more appealing to the customer, the producers should keep a few things in mind: first and foremost important fact is that the ad should reach out to the consumers/customers. One should do a thorough survey, according to their product, and then brainstorm on advertisement ideas. Another secret of success is that the innovations should always be in accordance with the brand that you want to promote. The brain is a machine which can lead a thought to idea, by innovation, and whatever the innovation might be, the brand must always be kept in mind. The ideas behind ...

Fashion imposes trends and it establishes what is in fashion and what is out of fashion. The term comprises a historical evolution that has shaped the fashion industry as we know it today, through cultural interaction and scientific and technological development. Luxury fashion is not a basic need of the society, but a requirement for defining the social classes, the refinement and sophistication, or a statement of uniqueness, of avant – garde, of defying the mainstream fashion. Key Words: fashion, luxury fashion, social classes, refinement, avant – garde, mainstream fashion. Luxury Fashion Industry Report

Introduction

This is a collection of rights possessed by brands owned by a company. They may also be a collection of various company shares, fixed interest securities or money market instruments. We cannot cover this topic without mentioning that one of the most valuable assets for any firm is the brand associated with its products and services. In order to achieve we have to employ the principle of strategic Brand Management which addresses branding decisions faced by an organization. It helps to increase understanding of the important issues in planning and evaluation of brand strategies, provision of appropriate theories and other brand decision ...

Globalization is increasingly changing the business landscape with organizations having access o more markets and facing diverse environments. In that respect, global operations management through suitable strategies is becoming a key focus for business leaders. Also, the management requires consideration of various forces influencing the market as well as the organizations’ capabilities. Thus, understanding market issues, stakeholders, and business capabilities is crucial in devising suitable strategies that can enhance sustainability and performance (Sengupta, 2005). In that view, this report seeks to demonstrate how environment and market issues influence business strategies determining their success as well as challenges that need to ...

Introduction

In the modern business world, people are competing to ensure that their products are leading in the market. Market competition is getting dynamic with the entry of new producers in the market. Business brands that have been in the market for long has been able to set standards that new emerging businesses are finding difficult to cope with. Business competition is now taking new trends and traditional business methods are slowly fading away, with the entry of new market competitors and much business market shifting to the open market policy and monopolies’ slowly fading away, business competition is expected ...

Background of the Study

The fast food industry is witnessing an unprecedented growth in the recent years. In this era of globalization, multinational organizations are willing to expand their business operations in growth markets. For exploiting this opportunity of global expansion, they must formulate appropriate business strategies according to the targeted market (DePalma, 2002). These strategies are based on host country’s geopolitical and socio-economic environment. Nowadays, companies are aware of the fact that if they want to attain lucrative business then they have to focus on local needs, as well. Glocalization is new business concept, which is used to elucidate the concept ...

- What is brand resonance? Can every brand achieve resonance with its customers? Why or

Why not?

Brand resonance refers to the nature of the ultimate relationship and the level of identification that the customer has with the brand. Particularly, brand resonance is significant for the brand. It includes the attachment with the brand, brand quality, engagement with the brand, and community of a particular brand user. Not every brand achieves resonance with its customers because of one possible reason, inefficient marketing activities. There are several reasons to be brought under consideration that not all brands achieve resonance with its customers; ...

Abstract

This paper is on the topic of how brand image influences customer loyalty and satisfaction in the Taipei Hotel industry. The first section of this paper will discuss the background study on this topic with the comprehensive analysis related to the topic. The second section of this paper will discuss the purpose of this study, rationale and research questions related the topic. The third section of this paper will describe the methodology used to answer these questions and limitations in this study. The final section of this paper is the action plan that will summarize all topics discussed in ...

The article “Fashion, Luxury and Design: Store Brand Management and Global Cities Identity” examines how fashion and design companies influence immaterial consumption and brand enhancement policy, management of events and the points of sale. The research focuses on such successful companies known worldwide as Gucci, Artemide, Kartell, and Hermes. Elisa Arrigo investigates how these brands create the identity of global cities which have become capitals of fashion where the most luxurious stores are located and which host the most exiting fashion events. The top cities where the best designers and fashion houses compete to be located include New York, ...

Creating and Maintaining a Desired Brand Identity

Creating and Maintaining a Desired Brand Identity

Reference:

Kotler, P., & Lee, N. (2007). Creating and Maintaining a Desired Brand Identity. In P. Kotler, & N. Lee, Marketing in the Public Sector: A Roadmap for Improved Performance (pp. 107-131). Upper Saddle River, NJ: Wharton School Publishing. Theme: The creation of an effective brand is instrumental to the enhanced awareness and success of the established identity associated with the brand. Summary: Contemporary organizations have endeavored to create a good brand identity with the ultimate goal of securing a desired strategic position in the minds of the target market. As such, the concept of branding ...

Brand Building: Nike’s Case

Abstract This is a research paper focuses on product brand building. It uses both primary and secondary sources to analyze the Nike’s footwear brand equity and positioning. The primary source was abstracted from an interview involving a loyal Nike’s football boots customer. The secondary sources were obtained from articles published in journals.

Introduction

Brand building is a critical exercise that often takes many companies long time to achieve. Brand building creates brand equity which is the justification provided for preference of one brand over alternative brands. Brand equity can also be defined as extra value a brand name adds to the ...

Abstract

The Boeing Company is a global manufacturer of airplanes, aerospace and defense products. The company, founded in 1916 is currently one of the largest manufacturers of commercial and military aircrafts, with a product range consisting of large wide bodied jet liners such as the 747-8, 787-Dreamliner and 777, narrow body aircrafts such as the 737, military aircrafts, business jets and freighter aircrafts. The company also has product offerings for the defense and aerospace industries and is a major supplier to NASA. The Chicago headquartered company employs approximately 169,000 employees, has presence in over 150 countries and works with over 23,000 ...

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 ...

Introduction

Consumer behavior is a study of groups, individuals and organizations based on the processes they use to select, dispose and secure products, ideas, experiences and services. The satisfaction of needs and the impacts that the processes have on the entire society and the consumers is considered when talking about consumer behavior. The behavior of consumers blends elements from marketing, economics, psychology, social anthropology and sociology. Besides, consumer behavior attempts to understand the decision making processes that buyers apply both in groups and individually including how emotions affects the behavior of purchasing by consumers. The characteristics of an individual consumer are ...

[Leadership Styles: How leaders are leading in the 21st Century]

There is a strong link between the strategic management of the company and leadership (Swayne, Duncan, & Ginter, 2012). John P. Kotter (1979) suggested that Strategic management only defines the course of organization, while on the other hand the proper leadership gives the perfectly generated business environment. There are many leadership styles that could be adopted for different sort of strategic decisions. The main theme behind the success of any organization is its leadership skills. The assignment aims to present the analysis about the leadership style of any of the leading organizations. ...

Brand is what makes a consumer identify and differentiate a certain product or services in the market. Hence, branding helps a business stand out in the market. Therefore, it’s essential for business owners to strive to create a brand that has value to the consumers. This value should be able to address consumer’s needs and prospects in life. The consumers have pride of being associated with product and services the company offers due to the brand the company has created. The result of this will be reflected on the company’s sales and revenues generated. David Harding., & John Quelch. (2014). ...