...from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product like physical appeal or likeability of the endorser, If the product are used appropriately athletes whose advertising can serve valuable role in enhancing a company’s competitive position not only by contributing to build a favorable brand. Aligning of basketball athletes with a brand is quite risky...
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...Brand Name and the Quest for Success in the Luxury Sector All luxury designers strive to achieve long-term success. To put a label on a collection of products is to create a brand, but that label does not provide for definite staying power. Lucrative brands have gone beyond creating something pretty; an outstanding brand writes a story that the consumer believes and wants to buy into and the brand then becomes more than its product. Labels that grasp the importance of branding understand that they must be more than the watch or bag or scarf. The appeal of a brand must be in who the consumer becomes when he or she puts on or uses a certain product. Brand awareness widens when a high-end label creates and conveys a clear message or lifestyle that the consumer thinks he or she can attain through purchase. That is the art of branding. Branding convinces the consumer not to simply buy a product, but instead buy the brand as a whole. A stellar product does not stand alone—behind it must be something deeper, a message or a symbol which should represent or relate back to the identity of the brand. Within the luxury sector, where products are often an investment regardless of one’s socio-economic status, conveying an identity is crucial. If the consumer cannot see what he or she will gain from purchasing a $2,000 handbag or a $26,000 watch, there will be no sale, and the ship that is the brand will sink. John Goodchild and Clive Callow, authors of Brands: Visions and Values...
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...organizations is to render best services to their customers and increasing the market share. The current globalization scenario also provides ample opportunity for an organization to interact and present them globally. The integration with global economies allows them to sell their product and services on global platform. This also brings modernization and industrialization. Coca-Cola was established in 1886 originally as a coca wine to serve as “potion for mental and physical disorders”. In year 1891 the brand advertisement for Coca-Cola was developed and went in market / broad consumer range under established sales force. By leveraging and pushing the pool of bottlers under them, the company went public and emphasized on the opportunity to put the beverage “in arm’s reach of desire”. To fulfill their desire to top the world as leading beverage suppliers, they won 4 of the world’s top 5 nonalcoholic beverage brands and they have setup operations in more than 200 countries all over the world with a strong portfolio of more than 2,800 products in these countries. On the hand, Pepsi Cola was founded in 1893. Following footsteps of coke, Pepsi also adopted franchise bottling system. Overcoming financial and legal hurdles around 1940’s Pepsi became second largest selling carbonated soft drink brand. In 1965 PepsiCo was formed through the merger of Pepsi and snack food giant Frito-Lay to exploit the non-CSD industries. With further successful merger and acquisitions with small and medium...
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...its advantageous position it can rebuilt the structure of an enterprise to a prosperous one. Lego worked too hard to improve its relationship with the retailers and supply them quality goods and services. It also promoted the relationship with the customers, through their involvement in the development of new product and promotional activities. All these encouraged the higher percentage of orders. Lego is stuffed towards creation of innovative product and marketing strategy so as to make the enterprise reach at the successful position in the market. It influences the behavior of the customer and interprets their taste and preferences to make the products available in the market accordingly. It creates customer awareness and also influence brand preference that makes up the confidence of the customer. In order to built a successful enterprise it is essential for Lego to have a marketing and communication objectives effectively and efficiently. Marketing communication helps to establish link between the management and the stakeholders and also provides an environment within which the business can operate. It constructs such new design for product that will be liked by the modern economy. Lego had been successful to a great extent in recreating the Lego Legend. Reference: - * http://www.eurobricks.com/forum/index.php?showtopic=55317 2: - Do you think this sort of approach is sustainable given the short attention span, instant gratification of young consumers today? Lego has...
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...strategy to mainly focus on the major infrastructure projects (Lend Lease 2012 p, 2). According to Mr. David Crawford, the company has the financial flexibility to fund their development and invest in new projects that are in line with their strategy. Although Lend Lease have massive infrastructure projects to drive the company forward , However，there are also some risks that may compromise the further growth. From internal factor, the company would most likely facing the Public relations crisis as the brand image been damaged because there were some illegal and immoral activities in Lend Lease. As we can see from the report by Reuters（2012）, the fact that a 10-year overbilling scheme on New York area projects of a US subsidiary of the Australia's Lend Lease Construction has been affirmed by court. The company must pay $US56 million ($A54.3 million) in fines and victim restitution. These mistake they made may have significant effects on brand image，and would lead to the Brand trust crisis and Public relations crisis. In addition, from external factor, there are some systematic risks that would have...
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...BP: Marketing Case Study Sarah Allen, Matthew Earhart, Amelia Pye I. Case Summary BP plc, formerly known as British Petroleum and Anglo-Persian Oil Company, is a multinational oil and gas company headquartered in London, England (“BP”). It is the fifth-largest company in the world measured by 2012 revenues (BP Annual Report 51). Its extensive corporate history has created a non-malleable image and reputation which present-day marketing strategies must overcome in order to effectively promote the ideals of industry leadership and ethical responsibility. BP is faced with significant challenges to its brand as a consequence of its widely-known safety and environmental policy issues. An explosion at one of its Texas refineries caused fifteen deaths, 170 injuries, and a violation of the Clean Air Act in 2005. Years of neglecting pipeline corrosion led to its violation of the Clean Water Act in 2006 when Alaskan oil pipelines leaked crude oil into the tundra. The following year, another BP spill occurred near Prudhoe Bay, leaking toxic chemicals into the tundra and thus killing wildlife and vegetation (“BP Gulf Coast Disaster and Recovery”). These incidents, however, were dwarfed by an explosion at BP’s Gulf of Mexico offshore drilling rig, Deepwater Horizon, in April 2010. The explosion caused the largest accidental marine oil spill in the history of the petroleum industry. It resulted in the deaths of eleven people and the release of an estimated 210 million gallons...
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...For the past century, L’Oreal has pursued its adventure in the beauty industry to cement its position as the world’s leading Cosmetics Company. Above and beyond its financial success, however, L’Oreal’s track record reflects an endless quest: A quest for innovation, begun a century ago by scientist and inventor Eugene Schaller, driven by tireless research and buoyed by a steadfast pioneering spirit; A quest for excellence through increasingly safe, imaginative and effective products; A quest for diversity and a range of cultures to meet the needs of men and women around the globe and make beauty products available to as many people as possible; A quest for purpose, a cornerstone of the L’Oreal approach, combining economic growth, ethics, social and environmental responsibility; 1. In 1909, young chemist and natural entrepreneur Eugene Schueller sets up the company that will later become L’Oreal. Everything begins with one of the first hair dyes, which he designs, produces and sells to hairdressers in Paris. The move forges the first link in the chain that is to become L’Oreal “DNA”: using research and innovation to enhance beauty. 2. These are the formative years of “Le Grand L’Oreal”. At the instigation of Chairman François Dalle, the Group starts to expand internationally. Acquisitions of strategic brands mark the beginning of a period of spectacular growth for the company. Emblematic products come into being. The company motto is “Savoir saisir...
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...Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company –Unilever. Both Unilever and HUL have established themselves well in the Fast Moving Consumer Goods (FMCG) category. In India, the company offers many households brands like, Dove,Lifebuoy, Lipton,Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HUL brands found place in the ‘Top 10 brands’ list for the year 2008 published in The Economic Times. Unilever was a result of the merger between the Dutch margarine company, Margarine Unie, and the British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the undisputed market leader but now faces tough competition from Proctor & Gamble and Colgate-Palmolive. HUL is also known for its strong distribution network in India. In order to further strengthen its distribution in the rural areas and to empower the local women, HUL launched a project Shakti in 2000 in a district in Andhra Pradesh. The idea behind this project was to create women entrepreneurs and provide them with micro-credit and training in enterprise management, which would enable them to create self-help groups and become direct-to-home distributors of HUL products. Today Shakti is present across 80,000 villages in 15 states and is helping many underprivileged women earn their livelihood. As the per capita income of India...
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...market between them. About 91% of the vehicles sold are used by households and only about 9% for commercial purposes. The industry has attained a turnover of more than USD 35 billion and provides direct and indirect employment to over 13 million people. Hero Honda Motors is occupying over 41% and sharing 26% of the two wheeler market in India with Bajaj Auto. The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Investment in the technology by the producers has been high. System-suppliers of integrated components and sub-systems have become the order of the day. However, further investment in new technologies will help the industry be more competitive. Over the past few years, the industry has been volatile. Currently, India’s increasing per capita disposable income which is expected to rise by 106% by 2015 and growth in exports is playing a major role in the rise and competitiveness of the industry. Consumers are very important of the survival of the Motor Vehicle manufacturing industry. In 2008-09, customer sentiment dropped, which burned on the augmentation in demand of cars. Steel is the major input...
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...Blackberry – Brand repositioning strategy. Through this short paper, I would like to further comprehend and propose Blackberry’s strategy towards repositioning in the present potential market. In 2009, Fortune magazine declared Blackberry as one of the fastest growing brands in the world, but within a period of 3-4 years, there market share dropped to 2%. As previously discussed, some main reasons were late entry into consumer/lifestyle segment without outstanding and cutting edge gadgets and services, inability to create a clear brand image in the minds of consumers resulting in loss of appeal, delayed improvisation and updating the technology of its very successful devices and finally the wrong move of diverting towards B2C instead of broadening and capturing existing B2B target segment. The competitive advantage of Blackberry in the corporate world is gone and Blackberry is not good enough to compete in a consumer market. That is why they are forced to start a worldwide repositioning strategy, since their brand image is already diluted now. Therefore, the aim of repositioning would be to establish clear objectives (long-term & short term), change consumer perception, gain market share, fulfill corporate goals, enhance and adapt core competencies, creates barriers to entry for competitors and exploit the USP of the brand. Let’s look at some key aspects below: Target Segment Once clear goals are established, Blackberry will be able to determine its strength and weaknesses...
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...problems of implementing it in a Sri Lankan Context? Successful Businesses depend upon the ability of the senior leaders to adapt to rapidly changing external environment. Unfortunately, the lead time once enjoyed by decision makers to analyze and respond to these and other changes is decreasing. Traditional long-range planning models, with their inward focus and reliance on historical data, do not encourage decision makers to anticipate environmental changes and assess their impact on the organization (Cope, 1981). The underlying assumption of such models is that any future change is a continuation of the direction and rate of present trends among a limited number of social, technological, economic, and political variables. Thus, the future for the institution is assumed to reflect the past and present or, in essence, to be "surprise-free." However, we know that this is not true, and the further we plan into the future, the less it will be true. What is needed is a method that enables decision makers both to understand the external environment and the interconnections of its various sectors and to translate this understanding into the institution's planning and decision-making processes. Environmental scanning is a method of accomplishing this. Brown and Weiner (1985) define environmental scanning as "a kind of radar to scan the world systematically and signal the new, the unexpected, the major and the minor" (p. ix). Aguilar (1967), in his study of the information gathering practices...
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...Corporate Identity and Corporate Brand Alignment: The Strategic Positioning of British Airways in the 20th Century John M. T. Balmer, Brunel University, Helen Stuart, Australian Catholic University, Stephen A. Greyser, Harvard University. Abstract In this paper we explain the utility of adopting an identity-based view of the corporation using the diagnostic tool of identity management outlined in this article, “The ACID Test”. Using British Airways (BA) as an extensive case history we scrutinize and explicate how BA’s senior executives intuitively adopted an identity-based perspective as part of the strategic management of the carrier. Our analysis is corroborated by insights from the former CEO of British Airways, Lord Marshall, and also draws on our long-time association with his predecessor, Lord King. The overriding message from our work is that calibrating the multiple identities of the corporation is a critical dimension of strategic management. Introduction This article uses Balmer’s latest version of the ACID Test Framework which encompasses the added dimension of the covenanted identity. Previous articles on the framework include Balmer and Gray (2003), Balmer and Greyser (2002) and Balmer (2002). In our view there are six critical identity types that senior executives of modern corporations need to ensure are broadly calibrated with each other. Each is characterised by a distinct identity type, linked to a corporate-level concept that is of fundamental...
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...business expansion and revolutionizing of tourism sector. The world has transformed into a global village, it’s a crowded place where 250 countries are competing to woo holidaymakers of all kinds. In today’s rat race, it has become imperative for each nation to compete with other for their share of the world’s consumers, business, investment, attention, tourists and position. For each country, the cities play a significant role in international competition for funds, fame and talent. The prosperity of an entire economy is at stake, and how effectively the city manages to succeed or fall depends on how effectively it communicates and brands itself. The nations focus on marketing their cities as a distinctive place and communicate about the place with help of media resources. In today’s world cities are like companies; those with a strong brand image will attract more tourists and investors. Any factor that emphasizes on a country’s appeal is constructive and herein comes the importance of destination branding. This review would introduce the concept of “Destination Branding” followed by a case study and conclusions and recommendations on a successful destination branding. Introduction on Destination Branding Destination branding is an integral part of developing and retaining a particular location’s popularity. Too often,...
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...Western Michigan University ScholarWorks at WMU Honors Theses Lee Honors College 12-10-2010 Harley-Davidson, Inc.: A Strategic Audit Sheila Lenz Western Michigan University Follow this and additional works at: http://scholarworks.wmich.edu/honors_theses Part of the Accounting Commons, Sales and Merchandising Commons, and the Strategic Management Policy Commons Recommended Citation Lenz, Sheila, "Harley-Davidson, Inc.: A Strategic Audit" (2010). Honors Theses. Paper 1853. This Honors Thesis-Open Access is brought to you for free and open access by the Lee Honors College at ScholarWorks at WMU. It has been accepted for inclusion in Honors Theses by an authorized administrator of ScholarWorks at WMU. For more information, please contact maira.bundza@wmich.edu. WESTERN MICHIGAN UNIVERSITY Harley-Davidson, Inc.: A Strategic Audit Sheila Lenz December 10, 2010 LEE HONORS COLLEGE - CAPSTONE THESIS 2 Table of Contents Analysis Business 3 Mission Statement Analysis 3 Porter's Exercise 4 Marketing Strategy 5 Financial Analysis 5 IFAS Summary 9 EFAS Summary 10 SFAS Summary 11 Recommendations SWOT Analysis 12 Portfolio Analysis 16 Corporate Strategy 16 Business Competitive Strategy 18 Business Cooperative Strategy 18 Conclusion 19 Works Cited 20 Harley-Davidson, Inc.: A Strategic Audit Analysis Business Harley-Davidson, Inc., known for its famous bar and shield trademark, is based out of Milwaukee, Wisconsin. It is currently a public company...
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...factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly out-dated, a successful brand is timeless” (Quiston, 2004, p 345). Many brands today mean little to consumers, who have become accustomed to buying on price alone. But a new tool can help companies separate themselves from the crowd. (David Aaker).Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modelling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed. Key Words: Brand, Brand name, consumer behaviour, purchase decision, level of involvement, brand equity , brand extensions. ...
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