...Brand Management Assessment 1 Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on that topic. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller's general area of expertise lies in marketing strategy and planning. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals -- the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With over sixty published papers, his research has been widely cited and has received numerous awards. Professor Keller is acknowledged as one of the international...
Words: 508 - Pages: 3
...BRAND MANAGEMENT PART <CONTENTS> Ⅰ. ORIGIN OF THE NAME Ⅱ. BRAND PERSONALITY Ⅲ. BRAND IDENTITY Ⅳ. BRAND POSITIONING Ⅴ. BRAND STRATEGIES Ⅵ. BRAND ELEMENTS 1. Origin of the name Brand with good elements are constructed favorable in consumers’ minds. It is applicable, has distinct and specific meanings, thus memorable and easy to be acknowledged next time it is viewed. To increase awareness of the brand, founder, Jeffrey P. Bezos conducted several attempts naming the company. He initially named “Cadabra Inc” in 1995 when he realized that it can be misconceived as “Cadaver” which literally means dead body. The “Amazon” was soon adopted due to the fact that it is the largest river in the world. He saw the big potential for a larger volume of sale. In addition, letter “A” in Amazon could make it available for viewers to easily notice in alphabetical list. Following image is the logo of the company. Orange arrow from A to Z represents it can distribute every product in the alphabet online. Arrow itself also indicates a smile, which in turn refers to customer satisfaction as well as pleasure after the complete purchasing process. <Fig.1 logo of Amazon> These are some of the features found within the logo and how it is used in the final packaging. * Slogan: Image above is not frequently used or viewed as much as logo of amazon.com standing by itself. However slogan is the most powerful tool to explain the company in a short word, such as Wal-mart’s...
Words: 1232 - Pages: 5
...the consideration in Brand Management? 1 1. Definition of Brand Management from various perspectives with references. 1 Brand as a logo 1 Brand as a legal instrument 1 Brand as a company 2 Brand as a shorthand 2 Brand as a risk reducer 2 Brand as an identity system 2 Brand as value system 2 Brand as a personality 3 Brand as relationship 3 Brand as adding value 3 Brand as an evolving entity 3 2. Main consideration in Brand Management. 4 The People Factor 4 Cultural Factor 4 Economic Factor 5 Political Factor 6 Legal Factor 6 3. Main benefits of branding. 7 Preference 7 Identification 7 Extension 7 Growth 7 Greater company equity 7 Barrier 7 4. Brand differentiation of one company from its competitors. 8 Differentiate by Audience 8 Differentiate by Focusing on the Experience 8 Differentiate by Product Features 8 Differentiate by Geography 8 Differentiate by Product Attribute 8 Differentiate by Design 9 Differentiate by Doing Good 9 5. Brand loyalty builds by the company. 9 References 11 What are the consideration in Brand Management? Guidance; 1. Definition of Brand Management from various perspectives with references. A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. A brand also represents the consumers' experience with an organization, product, or service. According to Wikipedia, “Brand management is a communication...
Words: 6443 - Pages: 26
...1. Executive Summary In this group assignment, we will study Nissin Foods (NF) which is a long history brand and the largest manufacturer of instant noodles. We will analyze brand elements and identify the product, pricing and channel strategies of Nissin in Hong Kong market. Based on our evaluation, we will study the areas of improvement and give recommendation for the marketing plan so as to enhance the brand equity. 2. Background Nissin Foods Holdings Co Limited is a global company that makes instant noodles. It was established in 1958 by Mr. Momofuku Ando in Japan. The company has offices and factories all over the world including Hong Kong (since 1985) and China (since 1995). Nissin is the first brand that makes instant noodles and cup noodles. Its product categories include instant noodles, frozen foods, confectionery, chilled foods and drinks. Cup Noodles and Demae Iccho (DI) are the most popular brands in Hong Kong. 3. Brand Elements 4.1 Brand Name: Nissin Nissin is the transliteration of the Japanese word ’日清’ which means “to make pure and rich taste every day”. It is easy to pronounce and remember. Most importantly, it is likely for consumers to have association with its origin because the word “日” keeps customer remember Nissin is a Japanese brand and consumers perceived everything produced in Japan are in good quality. The jingle can help to increase the perceive quality of its products. 4.2 URLS URLs specify locations of pages of the web and...
Words: 2979 - Pages: 12
...Study Answers: 1. Brands they use a) Think about the life stories of our three informants and the quotes regarding the brands they use .Is it appropriate to say that these consumers have formed relationships with the brands they know and use? In what ways yes, in what ways no? Answer: Jean: She has formed relationships with the following brands: a. Revere Ware: Best stainless steel pot she has ever bought because the spaghetti sauce she cooks doesn’t burn in it and stick to the bottom; she bought one for her daughter too. b. Pastene Tomatoes: The best “Kitchen Ready” canned tomatoes she has ever used because they taste the best; the tomatoes are perfect, nice and ripe. c. Philip Berio: It is the best because it tastes better than the others and is best for cooking. d. Progresso: Italian flavoured bread crumbs and vinegar. e. Johnnie’s Foodmaster: They have the best meat (For sausages, meatballs etc). f. Electrolux: The best vacuum cleaner she can buy despite the fact that it is expensive. g. Frigidaire: The best refrigerator because the brand has been with her for 15 years and the company provides excellent customer service even now. h. Shimmer Lights: It is Jean’s personal shampoo; she doesn’t share that shampoo with anyone and feels she deserves it. i. Gloria: Boar’s head from Gloria as it is the best; the people there cut ( meat cold cuts) nice and thin. She has not formed relationships with the following brands: a. Hunts Special:...
Words: 2039 - Pages: 9
...In India, Air-conditioner was perceived to be a Luxury item in early nineties. The excise duty on it was as high as 110%. There were very few takers for this product. Baring few players like Voltas, Fedders Lloyd, Blue Star, LG and Samsung this industry was dominated by small scale unorganized manufactures. Over the period of time Government of India has reduced the excise duty to 8.24% (2007 onwards). There by reducing the price difference between unorganized and organized sector. Also due liberalization, the economy grew and hence improved the purchasing power of customers which in turn somewhere also pushed the demand for Air conditioners. Through the ninety’s the Indian consumer durable market had grown at the rate of 15% per annum. This thing changed suddenly in year 2000 and the industry showed negative growth for continuous four years before showing signs of growth. Rapid opening up of the economy and drop in the interest rates (18% to 8%) changed further added fuel to the fire and this industry saw a boom in their business. Consumer goods market has grown at a fast pace since last 5 – 6 years. Reduction in Excise duties made these products more affordable. Indian consumer durable industry has still a long way to go. The penetration level of the industry is very low as compared to the international market. Indian refrigerator market is the fifth largest market in the world, but if we consider the penetration levels it is just 13 % whereas Malaysia, Singapore and Australia...
Words: 2861 - Pages: 12
...BRAND MANAGEMENT THE REFLECTIONS OF COUNTRY-OF-ORIGIN EFFECT ON CONSUMER BEHAVIOUR ABSTRACT The purpose of this paper is to reflect ‘country-of-origin effect’ (COO) on consumers’ brand perceptions and their behavioral intensions. It has been proved that the country of origin of a product was one of the two or three most important attributes in preference evaluation. A comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services, COO in France and France Cosmetics Industry have also been handled. In this study, it has been indicated that customer perceptions differ significantly on the basis of product/service and country of origin. The country of origin may be an important element in the perceptions of consumers about the products and services especially where little other information is known. However, the question of how much influence the country of origin provides in product and service evaluations remains unclear. Keywords: Country of origin, cultural values, brand, consumer perceptions. 1 SECTION 1-COUNTRY OF ORIGIN EFFECT Impact of Country of Origin on International Marketing The impact of country of origin (COO) on the consumer's perception of products has been one of the most widely studied areas of international marketing. (Samiee, 1994; Peterson and Jolibert, 1995, Leonidou et al, 1999). Increasing globalization of today's business environment has also renewed the interest in...
Words: 4262 - Pages: 18
...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. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product. It should raise customer...
Words: 497 - Pages: 2
...Brand Management Course code: BUS-454 Submitted To Nafees Imtiaj ( Lecturer, USB ) Submitted By Sharif Ashiful Islam ID: 121011131 Department: BBA 10-Mar-15 Vinci The Company Name: Vinci Vinci is new clothing stores in Bangladesh. The store is now very popular among the present and young generation for unique collection of designs, specially Punjabis, shirts, pants, jeans, coat for men and maintains the modern fashion trend. The quality of its product is extremely good as it has been successful to keep old customers always coming. The name Vinci, itself has now become a distinct clothing brand in Bangladesh and the credit goes to its exclusive collection and comfortable products. The Brand Name: Vinci POPs(Points of Parity) PODs(Points of Difference) * Premium pricing * Rugged designs * Rapid trend adoption * Limited period offerings * Authentic Style * Innovative * Original * Young & Vibrant * Trendy * Fashionable * Variety * Attractive * Rebellious * Quality materials * Locally made * Good sales service * Western fashion * Export Quality Materials Target Market and Segmentation Geographic | Country | Bangladesh | Country Region | Dhaka, Chittagoan, Khulna, Shylet, Barishal | Demographic | Age | 15 - 40 | Gender | Male | Occupation...
Words: 820 - Pages: 4
...For this report I will be outlining the four steps of customer-bases brand equity (CBBE) in the Ralph Lauren brand and describing to what extent I think the Ralph Lauren brand has achieved resonance with its customers, moreover I will also be describing the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren brand. I will also be recommending ways through which the brand can continue to be successful in the future. Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from relatively inexpensive to expensive brand in offering men’s, women’s and children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations worldwide) while keeping its 44 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four...
Words: 760 - Pages: 4
...Jahan Linda (IJL) LECTURER NORTH SOUTH UNIVERSITY DATE: 4th December, 2015 2 Serial No Content 01 Introduction, Brand audit objectives, scope, and approach 02 Background about the brand (self-analysis) 03 Background about the industry 04 Consumer analysis 05 Brand inventory 06 Elements, current marketing programs 07 POPs, PODs 08 Branding strategies 09 Brand portfolio analysis 10 Competitors’ brand inventory 11 SWOT analysis 12 Brand exploratory 13 Brand associations, Mental Map 14 Brand positioning analysis 15 Consumer perceptions analysis (vs. competition 16 The Customer-based Brand Equity Pyramid (CBBE) 17 Summary of competitor analysis 18 Brand equity evaluation 19 Strategic brand management recommendations and 20 conclusion 3 A brand audit is a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of the brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments. A brand audit is effectively a health check of the brand to identify and address problems areas with a net result of helping the brand turn things around and grow its bottom line. Brands are like living entities with life cycles. PBL launched its drinking water MUM in the year 2001. This product instantly became...
Words: 2136 - Pages: 9
...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:...
Words: 1095 - Pages: 5
...Brand Management (MKT624) VU Lesson 1 UNDERSTANDING BRANDS – INTRODUCTION Brand management as one of the marketing functions has been around for as long as we have known professional marketing. But, it has been a part of the traditional marketing approach in which many functions of today’s brand management were performed in a spread out fashion by the marketing manager and a combination of his team members like the sales manager, the advertising and communications manager, and the marketing administration manager to name a few. The terminology of brand management was not used. Brand management, in its present integrated form, has come into limelight and focus over the last 20 years. The functional execution has undergone transformation in terms of its description as a substantive job under one head. This implies that the overall functions of brand management are full of substance and therefore are described specifically under the head brand management and not as disparate parts of the overall marketing functions. In other words, brand management has not lost its primary roots that are well-entrenched in marketing; it only has acquired explicitly defined dimensions within which the function operates. To further elucidate the point, there have been functional adjustments within the overall marketing functions only to bring into clear and sharp focus the specific functions and job of brand management. Brand management now presents itself as a distinct part of an integrated...
Words: 74458 - Pages: 298
...Brand guide Version 1.0 This book presents a new brand strategy for Samsung: — who we serve, — what we stand for, and — how we communicate our value. It begins by painting a clearer picture of our core consumer, then defines a new brand platform that will help us build a more powerful emotional connection with this target. Finally, it provides the visual and verbal elements we need to bring our brand story to life. Think of this book as a user’s manual for our brand. It will help all of us make Samsung a more powerful global icon. This document is intended for Samsung internal purposes only. The information contained herein is proprietary and confidential. Any use, copying, retention or disclosure by any person other than the intended recipient or the intended recipient’s designees is strictly prohibited. © 2008, Samsung Electronics Co. Table of contents 1 New brand platform 19 Bringing the brand to life 93 Applications 121 Appendix New brand platform 2 Global brand objective 3 Brand target 4 Target profiles 10 Brand equity pyramid 12 Brand equity 14 Interpretation of brand personalities Global brand objective The Samsung brand has come a long way in a short time. Our first focus was to build brand awareness worldwide. We succeeded by making Samsung one of the best known brands in any category. In the following years, our task was to build our premium quality, to help drive preference against competing...
Words: 16177 - Pages: 65
...Case Study-Customer Based Brand Equity Building, Measuring, and Managing Brand Equity (2nd edition-p#101) By Kevin Lane Keller Q: Pick a brand. Assess the extent to which the brand is achieving the various benefits of brand equity. Brand Equity: Customers’ subjective and intangible assessment of the brand, above and beyond its objectively perceived value. The intangible value associated with a product that cannot be accounted for by price or features. Nike has created many intangible benefits for their athletic products by associating them with star athletes. Children and adults want to wear Nike's products to feel some association with these star athletes (like David Backham). It is not the physical features that drive demand for their products, but the marketing image that has been created. Buyers are willing to pay extremely high price premiums over lesser-known brands which may offer the same, or better, product quality and features. The benefits of brand equity for : Brand Equity improvement increases business value and provides many strategic advantages to NIKE – • Positive brand equity allows NIKE to charge a price premium relative to competitors such Addidas, Reboke with less brand equity. • NIKE simplifies the decision process for low-cost and non-essential products. • NIKE can give comfort to buyers unsure of their decision by reducing their perceived risk. • NIKE is used to maintain higher awareness of its...
Words: 1303 - Pages: 6
