Essays on Co-Branding

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 ...

- 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; ...

Introduction

Organizations use strategic management to assess their external and internal environments to develop their strategic objectives, directions and strategies as well as how to implement them (Canella, Pettigrew and Hambrick, 2001). The strategic management of the organization that has been analyzed is Coca Cola Amatil Australia. The corporation is one of the largest bottlers of non-alcoholic beverages in Asia Pacific region and has its headquarters based in Sydney, Australia and is listed on the Australian Stock Exchange. Apart from bottling beverages, the company also produces, distributes and sells a diverse product range. The most prominent products that it distributes include ...

Q. 1 1) Email signature:-In order for a brand to sell, one needs to ensure that he or she has a logo, captivating tagline, together with media links, profiles of social media (such as Facebook and Twitter), blogs, and websites since most of your clients see your signature many times in a week. 2) The holidays: Since in this age getting a letter or card is uncommon, one should Make the most of the global digital burden and send your clients a physical card or gift, hence guaranteeing that one is unique from the rest. 3) Your attitude: If you intermingle ...

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 ...