...Insight paper Does your employer brand inspire top talent? Jumping on the employer branding bandwagon A strong brand can be a company’s most valuable asset, increasing customer loyalty or acting as a differentiator in a crowded market place. An employer brand can be used for similar effects, lowering turnover due to higher employee loyalty and helping employers stick out in the increasingly competitive job market. Despite the hype about employer branding, most companies still have difficulty in conceiving a serious and ‘thoughtthrough’ approach to the topic. To understand why an employer brand cannot be simply assembled out of a ‘how-to’ guide, let’s have a look at the definition of employer branding. There are dozens of definitions about employer branding flying around in the HR industry and most are perfectly usable. However, we will stick to the CIPD’s definition (Chartered Institute of Personnel and Development, 2008)1: An employer brand is a set of attributes and qualities – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform to their best in its culture. Chartered Institute of Personnel and Development In the above definition there is one important word: ‘intangible’. Employer branding is indeed a complex mix between your organisational identity and culture and its members (Tikoo, 2004)2, which is probably the reason why so many...
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...1.How would you characterize Levi’s branding strategy in general? What are the positive aspects? Are there any negative aspects? Levi’s branding strategy was to create a very loyal base of customers who will buy their products without any hesitation. They advertised their products so that people can associate themselves with the products and brand. They focused exclusively on quality to ensure strong brand loyalty and focused mainly on men. Positive aspects of their strategy was constant growth due to loyalty and biggest share in the jeans market. But at the same time there were negative aspects as people associated Levi’s with Jeans and their diversification efforts were not successful. Due to focus on men, when these people moved to age group of 40 plus, Levi’s ran into the danger of loosing these loyal customers as they were looking for alternative pants which Levi’s did not have before Dockers was introduced. Moreover Levi’s insistence to stick to non-washed Jeans instead of introducing rinse and bleached products meant that they could not attract more fashion-conscious consumers 2. Analyze Dockers’ communication strategy at the time of the launch. How did it fit in with past Levi’s advertising efforts? How did it contribute to brand equity? Dockers’ communication strategy had multiple aspects at the time of launch which included branding, introduction to retailer and advertising strategy Branding Strategy: Branding strategy was to establish an independent line...
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...in their advertisement. Only a few candidates were attracted by their advertisement. According to that the company struggled to fit the suitable guy in that position. Marketing manager and the HR manager had shortlisted the CV s and called only 3 candidates for first interview. Two candidates were selected for final interview in rush manner. Final interview wasn’t conducted in the fixed date and it was postponed because of Marketing Director and his team wanted to attend for an Exhibition. Final interview was carried out 5 days after the exhibition by CEO and Marketing Director and Mr. Anton was selected as the new Brand Manager. Mr. Anton was asked to join to the company as soon as possible. He was joined as following week and he wasn’t familiarized with the systems and the process of the company and he immediately got involved the works at very 1st days. When he was asked to prepare branding strategy he had no idea about it. Although he prepared the branding strategy it was substandard. Finally he had known the actual role as the brand manager and found himself as not competent enough for the duties entrusted to him. At sometimes he was listening to his subordinates in terms of technical areas of the job. Thereby the market for the Baby Soap was significantly dropped. So branding team also was fed up and de motivated because of the target wasn’t achieved. Finally management of GCP decided to extend the probation...
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...Written By | Greg Stine The Nine Principles of Branding Supplemental Information for the Branding Essentials Workshop 2 4 6 9 12 14 16 18 20 23 26 29 32 Branding at a Glance Branding: What Is All This About, Anyway? Branding Principle #1: Keep It Simple Branding Principle #2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6: Avoid Sub-brands at All Cost Branding Principle #7: Perception vs. Quality Branding Principle #8: Be Consistent and Patient Branding Principle #9: Write Out Your Brand Definition Discovering More Than Just Your Brand About the Author Table of Contents 2 Branding at a Glance By Greg Stine President of Polaris, Inc. The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique. Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition. Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique. Effective branding creates a perception that there is no other product, service...
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...T.C. MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY Yüksek Lisans Tezi ŞULE DEM R stanbul, 2008 MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ( NG) ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY Yüksek Lisans Tezi ŞULE DEM R Danışman: YRD. DOÇ.DR. A. MÜGE YALÇIN stanbul, 2008 GENEL B LG LER sim ve Soyadı Anabilim Dalı Programı Tez Danışmanı Tez Türü ve Tarihi : Şule DEM R : şletme : Üretim Yönetimi ve Pazarlama ( ng.) : Yrd. Doç.Dr. A. Müge YALÇIN : Yüksek Lisans - Temmuz 2008 Anahtar Kelimeler : Marka Çağrışımları, Marka Öğeleri, Marka Değeri, Giyim Sektörü, Tekstil Sektörü, Markaya Karşı Tutum, Satın Alma Niyeti ÖZET MARKANIN TÜKET C SATIN ALMA N YET NE ETK S : TÜRKIYE G Y M SEKTÖRÜ ÜZER NDE B R ARAŞTIRMA Bu çalışma, Türkiye hazır giyim sektöründeki marka çağrışımları ve marka öğeleri ile satın alma niyeti arasındaki ilişkileri incelemektedir. Bu amaçla, marka çağrışımları ve marka öğelerinin 1980 – 1990 yılları arasında doğan gençlerin satın alma niyeti ile ilişkileri ortaya konulmuştur. Çalışmanın çerçevesini belirlemeden önce Türkiye hazır giyim sektörünün durumu ve 1980 – 1990 arasında doğan gençlerin eğilimlerini saptayabilmek amacıyla literature araştırması yapılmıştır...
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...Brand Equity Aims Ø Three Types of Brand Equity Ø What are they? Ø How to create and measure? 1 Brand Excels at Delivering Benefits Customers Truly Desire Strongly Agree Strongly Disagree Brand Stays Relevant Strongly Agree Strongly Disagree 2 Brand is Properly Positioned Strongly Agree Strongly Disagree Brand is Consistent Strongly Agree Strongly Disagree Brand Managers Understand what the Brand Means to Consumers Strongly Agree Strongly Disagree 3 Brand Equity Brand Equity: 3 Approaches 1. Customer Based Brand Equity (CBBE) 2. Financial Brand Equity 3. Employer Brand Equity CBBE Customer-based Brand Equity: Differential effect that brand knowledge has on consumer response to the marketing of that brand 4 Customer-Based Brand Equity (CBBE) Model Consumer Response to Marketing Brand Knowledge Differential Effect Brand Equity arises from differences in CONSUMER response What CONSUMERS learn, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand The Brand is in the Mind of the Customer • What do I know about it? • What do I feel towards it? • What was it like to use? How does a Crow count? 5 Brand Identity “Brand identity is a unique set of associations the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...UNIVERSITY OF INNSBRUCK Master Thesis Employee Branding How do brands affect employees? Master Program: Organizational Studies Author: Luisiana Garza Jordàn 0817703 Acknowledgements I would like to thank the University of Innsbruck for the education it has provided me for the past two years. During this program I have had the opportunity to grow professionally and personally. To my colleagues for sharing knowledge and experiences… Recognition should also go out to Evalueserve, the company I worked with during my research; for the time and access to the organization in order to complete this thesis. Dr. Iain Munro, my professor and advisor, for the time, input, proofreading and recommendations. This thesis would not have been the same without his support. Ich möchte mich auch besonders bei meiner langjährigen Freundin Sigrid Granitzer bedanken, die bei Evalueserve angestellt ist. Sie war nicht nur mein Hauptkontakt zur Firma, sondern auch eine besondere Person in meinem Leben, die mich die ganzen zwei Jahre meines Studiums in Österreich begleitet hat. Für ihre Hilfe, Zuspruch und Unterstützung... Esta tesis esta dedicada especialmente a las personas más importantes de mi vida; mi familia, Papá, Mamá, Any, y José. Ustedes son mi apoyo, motivación, inspiración, y ejemplo a seguir. Esta es sólo una meta más que logramos como equipo. Sin ustedes no hubiera sido posible. Papá, papelito habla… y este es el mío. Los quiero… i Declaration in Lieu...
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...Creating the Fashion brand Figure 1 Alexander McQueen SS 2010, Source: Google Images Content : 1. Introduction……………………………………………………………………page 3 2. The Product, the target consumers and the brand personality………………....page 4 3. Description of the Value Chain………………………………………………..page 6 4. The role of ICT………………………………………………………………...page 7 5. Overview of the Buyer and the Merchandiser functions………………………page 7 6. The Concept of the carrier bag model………………………………………....page 7 7.The roles of the Buyer and the Merchandiser trough the concept of the carrier bag model…………………………………………………………………………......page 8 8. An example of a balanced range plan for Zara……………………………….page 12 9. Description of the Social Corporate Responsibility of a Company…………page 13 10. The Buyer’s and the Merchandiser’s roles on the SCR……………………..page 14 11. The importance of having clear ICT in a business………………………….page 15 12. ICT and SCR………………………………………………………………..page 16 13. Conclusion…………………………………………………………………..page 17 14. Bibliography………………………………………………………………...page 18 The British Fashion Industry has never been more complex. With powerful major retailers like Burberry or Vivienne Westwood, and with a great number of emerging designers such as Jonathan Saunders and Peter Pilotto, the UK fashion market has attained a new level of originality in these past few years. Therefore, as Marie-Louise Jacobsen pointed out, each fashion brand...
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...A competitive advantage is the result of matching core competencies to opportunities. In order to gain competitive advantages, a company should provide their customers products / services of same value with lower price or charging premium prices by providing higher value, which can be done by differentiation (Anon., n.d.). The competitive advantages that Apple have compared to their competitors are the user-friendly interface, first mover advantages, attractive designs, innovative features, and a prestigious brand image. In addition, Apple also has full control over all aspects of their computers including both software and hardware. According to Ferguson (2010) the major competitive advantages of apple is their marketing techniques. Being the first mover in the industry, Apple is able to capture most of the market and build a strong brand image. With the high quality products that they deliver, they have successfully formed people’s perception that a good product should be fairly similar to an Apple product. When such perception has been formed, it will be harder for competitors to penetrate the market. These first mover advantages are the result of their continuous innovations. For instance, they are the first company who produce a computer with stylish design that has no visible bolts. Furthermore, the products that they deliver are always user-friendly and this enables them to capture a larger market that includes non-proficient computer users. As a result of their...
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...EXECUTIVE SUMMARY TRENDS • Both the leading players in ice cream in terms of value sales in 2010 – Gujarat Co-operative Milk Marketing Federation and Hindustan Unilever – have well-developed ice cream fast food chains in the consumer foodservice environment in India. Operating under the brands Amul and Swirl’s, the company’s fast food chains helped to propagate their respective brand names, as consumers associated the brand image with the comfortable seating and high-quality service witnessed at these outlets over the review period. Conversely, retail sales of Gujarat Co-operatives brand Amul and Hindustan Unilever’s brands, such as Wall’s and Cornetto, received publicity via in-store promotions. Leveraging on their presence in consumer foodservice, other ice cream fast food brands, such as Baskin-Robbins and Natural, also operate through a range of retail ice cream products in India. COMPETITIVE LANDSCAPE • Gujarat Co-operative Milk Marketing Federation led ice cream in value terms in India in 2010, accounting for a 36% share of retail sales. It has an extremely diverse range of ice cream products, which span economy to premium offerings. The company’s expansive outlet and cold chain network for all its dairy products greatly helped the operations of its ice cream business. Other players, such as Hindustan Unilever and Mother Dairy Fruit & Vegetable also had appreciable brand equity, as the top three players were responsible for a combined 67% share of value sales of ice...
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...Abstract L’Oreal was the world largest French-based cosmetic company, achieved successfully in global marketing with businesses in East and Western Europe, North America, Latin America, Asia and some other countries. Later, they spotted on China as a potential cosmetics market due to its extremely high population and entered the Chinese market to compete with other cosmetic brands as a late entrant. This report attempts to discuss on L’Oreal’s expansion in China. For example, in order to speed up the growth in the Chinese market, L’Oreal signed agreements to acquire two famous Chinese cosmetic brands, Yue-Sai and Mininurse. Moreover, according to the contracts, both the founders of Mininurse and Yue-Sai were required to never enter the cosmetics market. Were these problems that affect L’Oreal’s management on the two Chinese brands and its future growth in China? They are to be identified and analyzed in detail. Conclusion and recommendations will be given at the end of the report on how to well manage the two Chinese brands and make sustainable growth in the future. For example, keep the original cosmetics product packaging of Yue-Sai instead of re-packaging it due to the risk of losing brand loyalty. Remain the original core identity of the cosmetics when improving the formula of it. Yet, it is suggested to build up better business strategies for L’Oreal’s development in China in the future. Table of contents Introduction……………………………………………………………………………………………………3 Background...
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...Green Deo A Natural Deodorant Body Spray Developing a new brand Green Deo Course: Brand Management (MKT-416) Prepared for Md. Mahmud Zubayer Assistant Professor Department of Business Administration East West University Prepared by Name ID Section Razoanul Amin Talukder 2005-2-10-207 3 Md. Tanbirul Mahmud 2005-2-10-223 3 Khandaker Muradul Haque 2005-2-10-156 2 Md. Reaj Mahmud 2005-1-10-114 3 Mamun 2005-2-10-258 3 Date of Submission: 20 December 2009 10 November 2009 To whom may it concern I am approving that (1) Razoanul Amin Talukder, Id: 2005-2-10-207 ; (2) Md. Tanbirul Mahmud, Id: 2005-2-10-223 ; (3) Khandaker Muradul Haque, Id: 2005-2-10-156 ; (4) Md. Reaj Mahmud, Id: 2005-1-10-114 and (5) Mamun, Id: 2005-2-10- are the students of East West University and they have assigned to prepare a report on “Developing a new brand of Green Deo.”. For this reason they need to collect relevant data, information and things that will help them to prepare their report properly. This report is entirely for education purpose and the information will be provided by you will not be publish in anywhere. So your helpful support will be highly appreciable. Thank you...
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...MARKETING PROJECT: TABLE OF CONTENTS: 1. Acknowledgment ------------------------------ 1 2. Introduction ----------------------------- 2 3. Summary ------------------------------ 3 4. Objectives ------------------------------ 4 5. Marketing Plan ------------------------------ 9 6. Market Segmentation ------------------------------ 12 7. Product Positioning ------------------------------ 14 8. Product Branding ------------------------------ 16 9. Product Packaging ------------------------------- 17 10. Product labeling ------------------------------- 18 11. Marketing Mix ------------------------------- 20 12. Financial Plan -------------------------------- 22 ACKNOWLEDGMENT LETTER By the grace of Allah Almighty, we have successfully completed the term report on our business proposal. The project was assigned to us by Mr Irfan Hameed. We are thankful to him for giving us a chance to learn about business strategies. This will help us in enhancing our entrepreneurial and creative skills. In successful launch of our Product Wbs cr25, we are thankful to several people without whom the launch would not have been possible. We thank our families for their support and coping up with our absences. Our class fellows and friends also helped us with their suggestions and ideas. Finally, the...
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...C H A P T E R 1 The Importance of Brands PEOPLE OFTEN ASK me, ‘‘What is brand equity?’’ There are many ways to answer this. Some say it’s everything associated with the brand that adds to or subtracts from the value it provides to a product or service. Others emphasize the financial value of the brand asset. Still others stress the consumer loyalty or price premium generated by brand equity. Some even talk about the permission and flexibility a brand gives an organization to extend into new product and service categories. While all of these are very important parts of brand equity, I think the following story best illustrates what brand equity is. Imagine you are having lunch with a long-time and very good friend. Several times throughout the lunch, she makes disparaging and sarcastic remarks that make you feel bad. You think to yourself, ‘‘This just isn’t like her. She must be having a bad day.’’ You meet with her again a week or two later, and again she acts ornery and negative. You think to yourself, ‘‘Something must be going on in her life that she’s really struggling with. Maybe she is having difficulties with her job or her health or her marriage or her children.’’ You may even ask her if everything is all right. She snaps back, ‘‘Of course it is.’’ Your interaction with her continues in this vein over the next couple of months. You continue to try to be supportive, but she’s definitely getting on your nerves. After many meetings and much interaction...
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