...1. Title The effect of brand placement on brand recall and buyer behaviour. 2. Introduction Brand placement is an art in itself. Correct placement of a brand may give flying colours to the company and on the other hand wrong placement may ruin the image of the brand and then a considerable investment may be again required to re-build the lost brand image. Huge amounts are spent every year by various organisations worldwide in order to build their brand. Companies have placed their brands in various television programmes, movies, internet, music videos and many other sources according to their need. Apple laptop computers have been used in more than 1500 movies and TV shows. Brand Placement can create both a positive as well as negative impact on the buyer behaviour and brand recall (Karrah 1998). 3. Research Background Brand placement is an attractive option for marketers for some of the advantages such as low cost, substantial reach, low competition and longer shelf life. Placement can provide a competitive edge to the brand as compared to competing brands. The use of Nokia mobile in The Dark Night has given tremendous amount of publicity and reach to the Nokia 5800 before the launch of the handset (Bartlett,1932). There is a unique relation which carries the brand to the consumer which modifies the buyer behaviour as well as the brand recall process. TATA has been selling all its products in the name of one single brand i.e. TATA whereas if any other company...
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...Explain the Branding and Brand Management for companies marketing success. A brand can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors. Some examples of well known brands are Mc Donald’s’, Mercedes-Benz, Sony, Coca Cola, etc. A brand connects the four crucial elements of an enterprise customers, employees, management and shareholders. Brand is nothing but an assortment of memories in customers mind. Brand represents values, ideas and even personality. It is a set of functional, emotional and rational associations and benefits which have occupied target market’s mind. Associations are nothing but the images and symbols associated with the brand or brand benefits, such as, The Nike Swoosh, The Nokia sound, etc. A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brands is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. Brands with strong equity have many competitive advantages. * It provides high consumer awareness. For example, it is said “Vodka”, “Absolute” brand comes immediately in...
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...touch-screens. There are many reasons a consumer would favour iPhone over other smart phones, whether the reason lies in its sleek, metallic design or the entertainment kicks the consumer obtains out of using it, it is crucial that Apple looks in greater depth at more sophisticated business tools in order to cater professionals like surgeons, businessmen and engineers. Iphone’s attractive brand image can be single-handedly gunned down by other strong factors, like the mentioned business element for instance, should Apple not expand its utilisation potency. Brand audit has been performed by using Keller’s CBBE Framework. In order to understand the iphone’s degree of competitiveness in the market, it is essential to conduct a SWOT analysis so that it becomes clearer to which side weighs more: the pros or the cons. The audit offers recommendations to the sort of improvements that will help establish iPhone’s brand positioning, brand management and marketing value. Keller’s model is not the only model that can be adapted to measure brand equity. Its limitations are discussed and other brand equity models are explained briefly. INTRODUCTION The mobile phone industry is progressing fast in today’s modern society. Not only does the mobile phone enrich everyday aspects of our lives, it helps us stay in touch with our loved ones. The global recession has become a nightmare for the mobile phone industry. Despite this setback, smart phone manufacturers are still seeing growth...
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...|Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the| |brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to | |your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business. | |Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, | |packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service. | |Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It | |gives an image of an experienced, huge and reliable business. | |It is all about capturing the niche market for your product / service and about creating a confidence in the current and prospective customers’ minds that you are the unique | |solution to their problem. ...
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...And i here try to put some arguments against this. Some company always try to get highest market share through produce biggest product line in the way of either brand or line extension. In recent years companies’ have been using brand or line extension as a strategy for lunching new products. Nevertheless this strategy is not a free from risks because sometimes it creates negative effects in the perceptions of consumers, which translate into dilution of the brand image into Consumer. Sometimes they don’t even think about customer attitude towards the brand. According to (Kotler, 1988, p. 197). A brand is a name, term, sing, symbol or design or may be combination of all of them, which have a unique identification then its competitor and it’s offered by one or group of seller. Brand or line extensions may be in one of two different directions: horizontal extension or vertical extension. Horizontal extension is when the existing product name is used to extend into the same product class (line extension) or into a different product category (brand extension). Vertical extension, on the other hand, is when a new product is introduced in the same product category but with a different price and quality balance. Now i am going to explain how this brand or line extension strategy cannibalized their parent or core brand image * Can...
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...Brand management Nov 25 - 28, 2012 SALES & MARKETING Brand Management One of the most challenging tasks for brand managers today is to make brands stand apart in the growing clutter. With reducing spending power and conservative spending trends among the target segments, every other brand is vying for its place in the current Indian marketplace. Consumers are over-exposed to brands, which has resulted in reduced attention spans. In this complex scenario, brand strategies should position the brand uniquely because consumers seldom offer a second chance. Programme content Being Relevant and Understanding Context • What brands do you respect and trust? • The out-of-box experience: the power of first impressions • Identifying the risk of ‘marketing myopia’ • The power of intention: connecting what you say to what you do • Brand stewardship Mutual Benefit and Stakeholder Relationships • Brands: Values and valuation • Personas: know your customers • Customer experience • Stakeholder relationships • Creating touchpoints: making the brand experience come alive • Journey mapping: the magic of being intentional • Brand relationship ecosystems Connecting Customers and Brands • Measuring and influencing drivers of brand choice • Analysing and managing brand perceptions and preferences • Managing brands by understanding customer-brand relationships • Customer relationship matrix, customer commitment, and brand adoption • Building brands for leadership:...
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...Business and Information Technologies Brand preference on Mobile Purchase among the Students of Roskilde University Bachelor of business studies Project Report Supervisor: Professor Poul Dines Submitted to Department of Communication, Business and Information Technologies Submitted by Ramesh Rijal, Student number: 50593 May 24, 2013 Student Number: 50593 I declare that “the brand preference on mobile purchase among the students of Roskilde University” is my own work and that all the sources that I have used or quoted have been indicated and acknowledged by means of complete references. Ramesh Rijal rrijal@ruc.dk i ACKNOWLEDGEMENT I would like to thank for the people for their various contributions to complete this bachelor project. • • • • • Rikke Krogh, Secretary to the study board, Department of business, for her help and suggestion in every step of my learning activities My supervisor, Professor, Poul Dines, for his constant advice, assistance and guidance throughout the study Supervisor Professor Safania Normann Eriksen for her valuable insights and feedback into the research in the presentation held in the University. All the students of Roskilde University who participated in the study, for their valuable contribution and the time they gave so willingly. My family and friends, for their feedback and support during this study. ii Abstract Branding permits customers to develop association with the brand and eases the purchase decision. According...
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...Gucci, Louis Vuitton, & Vertu – Marketing Lessons from some of the World’s Most Exclusive Brands. By Conor Carroll, Kate Hurley & Ann Treacy, University of Limerick. Creating luxury brands is a difficult marketing exercise. It requires heavy investment in marketing communications, excellent product/service quality, but above all these brands have to try to remain fashionable, which is notoriously difficult. Gucci, Louis Vuitton and Vertu are three successful so-called luxury brands, that retail to the high-end market. Both Gucci and Louis Vuitton are well-established brands that have been around for decades, even centuries. Gucci is a well-established organisation that has being designing and retailing clothes and accessories since 1921. The Louis Vuitton brand has been around since 1850. However Vertu, a relatively new kid on the block, has only just entered the luxury communications marketplace in 2000. Vertu sells expensive mobile phones that retail for thousands of pounds. Only a handful of brands can create a high status appeal among the world’s super rich (e.g. Ferrari, Rolex, etc.). These brands have to adopt innovative marketing strategies in order to succeed in this dynamic environment. What do they do differently to create this luxury appeal? Marketers are moving from the traditional marketing mix approach towards greater use of experiential marketing. This is where customers are treated as both rational and emotional individuals that seek ‘experiences’...
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...Strategic Brand Management - Brand Analysis Introduction We have chosen to analyze the issues faced by Samsung in the consumer mobile market. Samsung was established in 1938 as a trading company. It has since grown into a large and highly respected conglomerate headquartered in Samsung Town, Seoul, with operations in over 74 countries. But in recent years the dominance of Samsung in the android mobile market has been threatened by incumbents like Xiaomi and Micromax. Moreover it is facing increased competition from Apple as consumers are becoming more discerning in their product choices. Customers With a complex set of product offerings varying from low to high- end, Samsung is evidently employing a total market strategy, targeting a diverse set of consumers: young consumers, professionals, married couples to families with kids. This total market strategy is reinforced by Samsung’s Galaxy S3 slogan “designed for humans”. Just like Apple, Samsung has its own set of loyalists - a group that is mostly composed of tech savvy individuals who are mesmerized by the open platform Android. Samsung caters to consumers that value efficiency, sensibility, and practicality. Competitors The competitive landscape of Samsung Electronics is multi-faceted. It faces competition from international and domestic brands - with differing price points, operating systems, features and market share. Samsung’s competitors include Apple, Sony, Lenovo, Nokia, LG, HTC, Huawei,...
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...Work Sheet 1 1. What is meant by the term positioning? Kotler defines positioning as, “the act of designing the company’s offer so that it occupies a distinct and value place in the mind of the target customers”. A brand can be positioned by associating its name with the desirable benefit. For example: Volvo – Safety Hallmark – Caring Lexus - Quality A firm may choose to target its product at a particular section of an overall market. It may try to portray the product in a certain way and give the brand characteristics that would influence the consumer's purchasing decisions. 2. Why do firms try to establish brand names? Firms try to build brand names as it is a way of differentiating its products and services from those of its competitors. The most famous brand names are now invaluable, intangible assets for the firms who produce them. This differentiation will encourage consumer loyalty and allow a price premium, thereby increasing profits. 3. Make a list of twenty of the best known brand names. Which of these are examples of corporate branding and which are multiple product branding? • Coca Cola – Corporate • Microsoft – Corporate • IBM – Corporate • Intel - Corporate • Nokia – Corporate • General Electric – Corporate • Avon - Corporate • Cadbury – Corporate • Tommy Hilfiger – Multiple • Ford – Corporate • Disney - Corporate • McDonalds - Corporate • Hewlett...
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...Talk2 | October 1998 | Not yet | HP, Smart Technology Ventures, SunAmerica Investments, homas Weisel Partners, Oracle Corporation, BlueVector | TelSurf | January 1999 | February 2000 | Angel-backed | b) Voice ASPs Fell into 7 categories based on their focus: * Transactional ASP * Contact-Centric ASP * Incumbent/Contact Centric * Carrier/VRU * Carrier ASP * Multi-Modal/Incumbent * Munlti-Modal/ASP c) Speech Recognition Software Providers All competitors in this group offered a complete set of products for firms. * Nuance * SpeechWorks * Lernout & Hauspie d) WAP Services Wireless Application Protocol is an open technology standard developed by Phone.com, Motorola, Ericsson and Nokia. WAP translated regular HTML text into WML what is suited for display on the small screens of cell phones and PDAs. e) Carriers f) Internet Portals * Expected to introduce voice-enable services * Already collected personal and preference data for million of users Enterprise Analysis: Administrative Heritage * Tellme Networks, Inc. was founded in 1999 by Mike McCue and...
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...International College ASSIGNMENT SOLUTION FOR MARKETING MANAGEMENT SUBMITTED TO DR. SYED ABDUL QADIR STUDENT NAME: TAYYAB AYUB STUDENT ID: 0198KKNKKN0215 CLASS: MBA Semester 1 Due date: 16.4.2015 TABLE OF CONTENTS EXECUTIVE SUMMARY…………………………………………………………………….3 INTRODUCTION……………………………………………………………………………...5 LITERATURE REVIEW………………………………………………………………...........6 BRAND EXTESNSION………………………………………………………………………..8 TYPES OF BRAND EXTENSION……………………………………………………............9 HORIZONTAL EXTENSION………………………………………………………………….9 VERTICAL EXTENSION……………………………………………………………………...9 NEED AND ADVANTAGES OF BRAND EXTENSION…………………………………….11 DISADVANTAGES OF BRAND EXTENSION STRATEGY……………………………….12 CRITICAL OBSERVATION…………………………………………………………............14 CONCLUSION…………………………………………………………………………………15 KEY LERATNING…………………………………………………………………………….17 REFERENCE…………………………………………………………………………………..18 EXECUTIVE SUMMARY These days marketing has become more complex and more demanding and research based activities are essential part of the Marketing to move forward. During early days it was considered that marketing is more related to sales activity but eventually it is emerged that it is a kind of multi and complex functions of activities which is infAct not finding the product but finding the customer for right product at right price and place with best services. Branding or brand management is considered in one of the activities such as SWOT Analysis...
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...can do. individual resources do not confer competitive advantage; they must work together to create organizational capability. It is capability that is the essence of superior performance. 2. 3. Brand names and other trademarks are a form of reputational asset: their value is in the confidence they instill in customers 4. Different approaches can be used to estimate brand value (or “brand equity”). One method takes the price premium attributable to a brand, multiplies it by the brand’s annual sales volume, 5. The firm’s human resources comprise the expertise and effort offered by employees. Like intangible resources, human resources do not appear on the firm’s balance sheet – for the simple reason that the firm does not own its employees; 6. This appraisal occurs at the hiring stage when potential employees are evaluated in relation to the requirements of their job and as part of an ongoing appraisal process of which annual employee reviews form the centerpiece. The purposes of appraisal are to assess past performance for the purposes of compensation and promotion, set future performance goals and establish employee development plans. Trends in appraisal include greater emphasis on assessing results in relation to performance targets (for example, management by objectives) and broadening the basis of evaluation (for example, 360-degree appraisal). 7. Competency modeling involves identifying the set of skills, content knowledge, attitudes, and values associated...
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...S T R A T E G Y – II S T R A T E G Y – II S T R A T E G Y – II S T R A T E G Y – II www.ibscdc.org 1 Transformation Corporate Transformation Korean Air: Chairman/CEO Yang-Ho Cho’s Radical Transformation A series of fatal accidents, coupled with operational inefficiencies snowballed Korean Air into troubled times. Then, at the beginning of the 21st century, its CEO/ Chairman, Yang-Ho Cho undertook various transformation initiatives - for instance, improving service quality and safety standards, technology integration, upgrading pilot training, better business focus; putting in place a professional management team, improving corporate image through sponsorship marketing, etc. He gave a new corporate direction in the form of '10,10,10' goal. However, Korean Air is held up by a slew of challenges. Among which are inefficiencies of - Chaebol system of management, possible clash of its cargo business with its own shipping company, limited focus on the domestic market and growing competition from LCCs. How would Korean Air manage growth as a family-owned conglomerate? The case offers enriching scope for analysing a family business’s turnaround strategies, with all the legacy costs involved. Pedagogical Objectives • To discuss the (operational) dynamics of Korean Chaebols - their influence/ effects on the country’s industrial sector and the economy as a whole • To analyse how family-owned businesses manage the transition phase - from a supplier-driven economy to a demanddriven...
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...Table of contents Abstract & Key Words ………………………………………………………………..1 Ⅰ. Introduction ……………………………………………………………………….2 Ⅱ. General Knowledge of Brand ……………………………………………………..2 2.1 Definition of Brand ……………………………………………………………….2 2.2 Brand Strategy ………………….…………………………………………………3 Ⅲ. The Benefits of Brands ……...…………………………………………………….3 3.1 Company Value ……………………………………………………………...……3 3.2 Consumer Preference and Loyalty ....……………………………….............…….3 3.3 Barrier to Competition ……...…………………………………………..…….…..3 3.4 High Profits ……………………………………………………………………….4 Ⅳ. The Ways to Build Branding Strategy …………………………………………....4 4.1 Increase Brand Loyalty …………………………..……………………………….4 4.2 International Brand Strategy …………………..………………………………….5 Ⅴ. Branding Strategy in Changyu Company …………………………………………5 5.1 The Culture Branding Strategy ……………………………………………………5 5.2 The High-edge Market Branding Strategy ………………………………………..6 Ⅵ. Conclusion ………………………………………………………………………...7 Bibliography…………………………………………………………………………...8 页数：共8页 字数：1952字 The Effect of Branding Strategy in the Development of Changyu Company Abstract This paper describes the definition of brand, why we should study brand, and how to create a brand. In order to value the effect of branding strategy in a company’s development, the author takes Changyu Company as an example. Through the analysis of Changyu’s branding...
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