...BRANDING STRATEGIES SEMINAR PAPER PRESENTED TO SPP SPTM, NMIMS In Partial Fulfillment of the Requirement for the Degree BPharm + MBA (PharmaTech) Presented by POOJA KAPADIA A017 YEAR: 2011-2016 TABLE OF CONTENT SR. NO. | PARTICULARS | Pg NO. | 1. | ACKNOWLEGMENT | 2 | 2. | ABSTRACT | 3 | 3. | INTRODUCTION TO BRANDING STRATEGY | 4 | 4. | PRODUCT BRAND STRATEGY | 6 | 5. | MARKERS MARK BRAND STRATEGY | 9 | 6. | ENDORSING BRAND STRATEGY | 9 | 7. | UMBRELLA BRAND STRATEGY | 10 | 8. | SOURCE BRAND STRATEGY | 12 | 9. | CASE STUDY | 13 | 10. | CONCLUSION | 18 | 11. | REFERENCE | 19 | ACKNOWLEDGEMENT The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely fortunate to have got this all along the completion of my seminar paper. ABSTRACT Branding is an integral part of business for building process. Large corporations spend millions of dollars building their brands. Brands have become the most valuable asset for any enterprise, essential zing the knowledge, the art, the science, and the work for each person in each work day, making them the symbol of much that has a good, true and beautiful global economy. Brands began to enter beyond the corporate world. The impact of branding in the business building process of FMCG companies in India. It was witnessed two decades back. The Indian FMCG sector is the fourth largest sector in the economy with an estimated...
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...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 strategy, some effective ways to build branding strategy were identified. Meanwhile some of Changyu’s successful branding strategy was summarized...
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...Branding Strategy.... Building brand equity. “The branding strategy is creates strong brand values which have resonance with the customer and are relevant for the extent of the customers life cycle.” Learning objectives The first step in implementing a branding strategy is to understand the risk involved in the different strategies. After that, we will explore the implications of the different strategies on adding new products and incorporating acquired brands into the portfolio. After the lessons the student should be able to: • Understand the level of risk associated with the different branding strategies. • Understand what generates risk to the brand. • Identify which branding strategies are appropriate to the various segmentation plans. • Understand understanding how a company can avoid dilution of the brand as the product group grows. Brand equity The marketing goal is fulfilled when the brand equity is maximized. As in all matters relating to the concept of equity, there is a balance between risk and return. The choice between different branding strategies means balancing the expected return. A strategy with commonly yields high brand equity is usually associated with a significantly higher risk that the brand can be damaged when there are problems with any products carrying the brand. The brand equity should be seen as the accumulated value of all brands in the company portfolio. Different branding strategies are associated...
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...February 05, 2013 Strategy from the Outside In: Profiting from Customer Value Write-Up - Part II I. Introduction In Strategy from the Outside In: Profiting from Customer Value, George S. Day and Christine Moorman use research to determine business strategies that separate successful from unsuccessful firms. This write-up shall have a section, titled § II. Brief Summary, which outlines each chapter in Chapters 7 through 13, including the conclusion. This write-up shall also have a section, titled III. Application, which shall apply the material from § II. Brief Summary to a firm (hereinafter "Firm A") with which I worked as a business consultant. Firm A is a multi-national holding company that specializes in acquiring, supporting, and growing its subsidiary companies through accelerated organic growth as well as through acquisitions and/or strategic joint ventures and divestitures. II. Brief Summary Chapter 7. The Third Imperative: Capitalize on the Customer as an Asset For a firm, the profitability of the customer asset - the sum of the discounted long-term profits associated with the customer's purchases and referrals - is based on three principles. First, that a firm must distinguish between behavioral loyalty – the frequency of customer purchases from a firm when a need arises – and attitudinal loyalty – an attachment to the firm and/or its specific products or services. Second, that a firm must manage customers to engage in behaviors that directly...
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...Inditex’s “multi-brand strategy”/”multi-store concept strategy” Inditex’s broad brand portfolio, which comprises eight brands, serves to reduce risk and refine the company’s targeting of specific customer groups. Inditex’s main fascias, Zara, Stradivarius and Massimo Dutti, have achieved high levels of consumer recognition. In 2008, Inditex introduced Uterqüe, its eighth brand. Inditex’s multi-brand strategy has helped it broaden its customer base, for example through the Bershka fascia, which has successfully attracted a younger generation. The principle of having a “multi-brand strategy” Basically, I agree with the principle of having a multi-brand strategy. In today’s highly competitive retail market, targeting a specific customer demographic might not just be the most efficient way to go. But being able to cater to a wide range of tastes and budgets, on the other hand might be more target-oriented. This seems to be especially true with relatively lower-cost items, in particular when there is little if any brand loyalty. Looking at several multi-brand companies, I can see that most exist in the B2C industries such as Inditex at hand but also for example Proctor & Gamble (FMCG), L’Oréal (cosmetics), Volkswagen (automotive) as well as Pfizer (pharma). Companies in B2C industries pay more attention to market segmentation than companies in B2B industries. Market segmentation is a good way to increase the company’s influence to consumers who make purchasing decisions based...
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...how to best develop a brand. Branding is a focal part of marketing which helps companies distinguish themselves from one another. Today’s marketers are faced with challenges on selecting the best branding strategies; should branding be done using functional marketing and or using physic(emotional) marketing? Marketing is an ever-evolving dynamic process that doesn’t seem to have a one simple cut solution. It’s important for a company to convey their brand in a powerful manner while embodying the true essence of what the company stands for. Today’s marketplace is more challenging than ever and it’s important to have a strong marketing message that resonates well with consumers. In the post-recession era, consumers are far more meticulous and price-conscious on purchasing quality goods at the best value. Marketers need to be aggressive more than ever to develop good branding messages to chase after scarce discretionary dollars. Branding Strategies Creating a brand strategy is an intricate process while considering a company’s target market, value opportunity gap, and competitive opportunities to establish the brand’s concept. Companies place great focus on the brand concept, because this is how their product is desired to be perceived by consumers. In developing a brand marketing strategy, marketers must create a viable strategy for the long-term to create and sustain notable distinctions of a product over its competitors (Singh, 2012). Branding strategies help differentiate products...
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...Managing the brand Even though the there has been a significant level of marketplace change within the last thirty years, the principles that involve in management have not changed. But the capacities to understand and implement the principles of companies have significantly improved. The role of the top management It is a core task of the top management to generate and maintain a culture and business atmosphere where improved understanding of the consumer is the driving force for the team entrusted with management of the brand. Managing brands for value creation According to the research which was carried out by Booz Allen Hamilton and Wolff Olins, they have found that there are three categories of companies. These companies were categorized in a way that how each company has identified the importance of brands in their success. The three types are briefly described below. * Brand-guided companies: These companies have identified that brand is so important for the success of their business and therefore to have a reasonable management of brand. They have established a common understanding of what they stands for and therefore have assigned clear brand ownership at top management level [1]. * Emerging brand companies: These companies have not yet fully recognized the importance of brands in success. They are developing a common understanding of their brands. Therefore we can expect them to be a brand-guided company over the next five years. * Brand-agnostic...
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...Hotels & Restores Company, which established in 1979. This company promoted the Individual Brand Strategy when it was established. In early 2004, the new present and CEO, John Scott, and the vice president of sales and marketing, Robert Boulogne were considering to apply one new brand strategy named Corporate Brand Strategy in order to boost the company’s growth. In the first part of this paper, it gives the reasons why John Scott and Robert Boulogne wanted to promote the Corporate Brand Strategy. In the second part, it describes the advantages and disadvantages of the two brand strategies. And, the last part which is the most important part, there is a spreadsheet with lots of data, and from these data, John Scott and Robert Boulogne confirmed that the Corporate Brand Strategy is more effective for the Rosewood Hotels & Restores Company’s growth. Body of the Paper In this case, the protagonist is Rosewood Hotels & Restores, which is a hotel management company. In this company, there are 12 individual branded hotels and restores in different countries. In other words, Rosewood Hotels &Restores’ development strategy is individual/collection brand strategy. In early 2004, the top managers of Rosewood Hotels & Restores want to promote the company’s growth. Generally speaking, there are several popular growth strategies. Finding new customers, new markets, creating new products and doing a better job serving existing customers are all viable growth strategies. (Hill & Media)...
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...CASE STUDY 2 : PACIFIC BRANDS : Re Building Brands Module 3: Internal Environment Pacific Brands Limited (Pacific Brands) is an Australia based provider of everyday essential brands. The company manufactures, sources, markets and distributes underwear, hosiery, socks, intimate apparel, workwear, corporate uniforms, bed linen, quilts, pillows, mattresses, foams, footwear, carpet underlay, fashion apparel, and sporting apparel and goods markets. Business Strategy Pre-2009 The company was established with private equity funding and corporate strategy, which was aligned, was to achieve growth by a continuous introduction of new brand with the manufacturing base in Australia. The company was host to over 900 labels, 350 brands and had about 8000 staff. Consequences: $ 800mn debt and market cap. down to $100mn. Due to the globalization the local manufacturing base became redundant. It was far too complex a strategy with the kind of existing capabilities of the company. Pacific Brands was yet another large company that went on a spending spree at the top of the market when debt was cheap. Operationally, Pacific Brands has also demonstrated some peculiar strategies. It was strange that it had retained any manufacturing in Australia as most in this industry decided years ago the economics of producing such goods here did not stack up. Post -2009- major restructuring plan. - Shifted Mfg base to China – to offset high local mfg costs. - Reduced/streamlined...
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...the households by providing their products near to them and they are tended to charge the minimum margin on their products while they are serving both types of customers. One who purchase on the bulk and the 2nd category is for those individuals who purchase for in minimum quantity. Selected Product: A We have selected two products in FMCG’s sector which Colgate and Close-up. We have going to do a complete audit of these two products on the mentioned shops on the prescribed variables which are important to determine while we are evaluating different outlets are listed as followings: Here in this product almo the price of all the outlet is same for the all the customers because the margin which they retailer are getting is fixed by the company. I. Display If we talk about the display of the products which are the Thoth paste the shop have the space...
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..................................................................................................... B) SWOT Analysis.............................................................................................................. MARKETING STRATEGY(PRICE AND PRODUCT STRATEGY) FOR BUXTON.............................................. A) Pricing strategy........................................................................................................ B) Product strategy........................................................................................................ C) Place strategy........................................................................................................ D) Promotional Strategy........................................................................................................ CONCLUSION AND RECOMMENDATIONS..................................................................................... REFERENCES AND BIBLIOGRAPHY........................................................................................................................ INTRODUCTION The purpose of this course work is to introduce Buxton brand by Nestle in...
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...develop Brand Equity? According to the definition of Brand Equity, it is a kind of customer-based value added on company’s products and services that can be positive or negative depend on different customer response. Brand Equity is important because of three aspects. First of all, it is important to develop Brand Equity because the products associated with the brand requires not only premium price but also high quality so that company is able to get competitive advantages. P&G made use of production innovation and quality strategy in order to develop brand to catch customer benefit. As a excellent manufacturing company, P&G devote itself into developing and improving production operations to get the goal of ‘lowest cost as well as lower premium prices’ according to its efficient manufacturing capability. Secondary, a good Brand Equity provides high brand awareness and customer loyalty as well as enhances total earnings in return. In the case of P&G, the long run view of P&G is increasing its presence in developing markets by concentrating on affordability, brand awareness, and distribution through e-commerce and high frequency stores. Furthermore, P&G pioneered the power of communication such like television (traditional methods), online marketing efforts and social media, which create strong consumer awareness and preference. In addition, Brand Equity allows companies to more effectively engage with their customer base in such a way that drives brand loyalty...
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...How different in cosmetics advertising between Thailand and the United Kingdom? All businesses have to do the advertising promoted their brand and products. Many companies have their own marketing department, whereas some use outsource marketing service for create the advertising. This method helps the company to reduce the cost (Johnson, 1997). The marketing technical of each company use the different strategy that the most appropriate for the company. Hence, each company has their own vehicle to do the advertising strategy. In terms of the cosmetic industry, the companies use the advertisements in different ways. The companies are choosing the marketing strategy suitable for the product and customer. The advertising is the main strategy to competition with the competitors in the same type of product. Comparing the two countries, Thailand and the United Kingdom are totally different culture, vision and attitudes of customer, trends and people appearance (Sheth, Mittal, Newman, 1999). Therefore, the companies have to create the different advertising for response customer satisfactions in each country even the company use a vast of budget. However, it is valuable for the huge feedback of the customer and sales are increase. This essay will discuss the different cosmetics advertising between two countries, Thailand and the United Kingdom have difference factors for create the advertising to launch into these two countries. Currently, there are many of advertising categories...
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...1.1 Introduction This chapter outlines the background of this study that offers an insight on the Facebook phenomenon and how they are used by brands as one of their main marketing channel especially by food and beverage companies. It also describes on how it changes the way we communicate with one another and how it can have an impact on brands. The chapter further presents the problem statement of the study, research objectives, research questions and the significance of study. 1.2 Background of study As the world is moving in a faster pace, rapid changes have occurred in the way we live. The evolution of current internet had made our lives more interesting and convenient. Social media has been brought to a whole new level with the advents of social media on the new Web 2.0 where the Internet has gone social. The social media has transformed online monologues into engaging dialogues by redefining how people connect and communicate with other people as well as brands and businesses. This communication platform has now become imperative in being a part of the lives of the modern society by opening the door of endless possibilities of how information is being shared and exchanged. The social media as we know today encompasses all the social networking sites which include the top major players of the industry which is Facebook, Twitter, YouTube and LinkedIn. One such social networking site that grows in an instant rate is Facebook. In short, social media is the social software...
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...The two companies I have chosen are the Walt Disney Company (profit) and the Jewish Lads and Girls Brigade (non – profit). Marketing is the activity of science set out by institutions as the process of identifying new markets and the art used to attract customers to purchase certain products and services. Furthermore, Marketing is responsible for satisfying profits of companies. Differences between Disney and JLGB JLGB The Jewish Lads And girls brigade was founded in 1895 by General colonel Albert Goldsmid as a form of activities for the children of Jewish immigrant families moving to Britain at the time. The first company was in London’s east end; originally the JLGB was the JLB meaning that it was only for boys. However since the Second World War the JLGB has become very diverse with companies starting up all over the Great Britain including having companies start up in both Glasgow and Cardiff. The first girls company was founded in 1963 in Manchester creating what is now known as the JLGB. The JLGB has a massive and diverse community across Great Britain being the oldest Jewish Youth movement in the country as well as being one of the biggest. The JLGB is a national charity as the things it offers including weekly meetings of the companies from around Great Britain for the Jewish youth are organised for no profit and all of the costing go towards keeping the charity above board so that the events can continue to happen. There are three main types of company involved...
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