...43-51 Kevin Lane Keller Brand Mantrais: Rationale, Criteria and Examples hi this paper, we consider how marketing managers can benefit from the concept of a "brand mantra." We examine how brand montras relate to brand positioning and a related concept, "core brand associations." Our focus is on how brand mantras can be used to improve intemal brand management We consider design and implementation issues in temi of characteristics of good A/nos Tuck School of brand mantras as well as process issues in developing Business brand mantras. It is noted that brand mantras, as with Dartmouth College Nike's "authentic athletic perfonnance" and Disney's "fun family entertainment" often consist of three words that combine brand functions with descriptive and emotional modifiers. Procedurally, brand mantras are developed at the same time as brand positioning. At tlwt time, brand mantras would then be judged on their ability to effectively communicate, simplify, and inspire, as reflected by employee research. Organizational Brand Management Through Brand Mantras Introduction An increasing number of firms have embraced branding as a business priority and marketing imperative. Despite that fact many firms are unsure as to exactly what they should do to effectively manage their brands and maximize their equity. Much of the branding literature has taken an extenial perspective to focus on strategies and tactics that firms should take to build or manage brand equity with customers. Without...
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...BRAND POSITIONING EVOLUTION—Positioning is the last step in the marketing strategy formulation. Marketing strategy begins with identification of market segmentation and later choosing a target for marketing activity. The term ‘position’ in a physical sense is used to refer to or specify the place or location of an object. The marketing battle is not fought for acquiring a geographical unit but to win customers or market share. Retailers or the end users are usually the targets of the marketing battles. In marketing, the soldiers are typically the sales people, and other value creating tools like advertising, sales promotions, demonstrations, product, after sales care, price, reputation etc, are the tools used to fight the marketing battles. Brands are the ultimate fighters used to fight marketing battles. Marketing battles are fought with competitors in the industry who stake claim to or chase the same customers or markets. A marketing battle is fought in the minds of prospects for their purchase preference. When a brand is sold in the mind of the customer, the marketing battle is won. In the marketing context, victory is dictated by superior value delivery. Brands that deliver better value than rivals usually win the customer’s purchase vote. ADVERTISING PERSUASION— In the early years, marketers relied upon the powers of communication tools like advertising to win customers. The belief that dominated this era was that customers could be sold anything on the basis of persuasive...
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...Discussion Board area, write 750–1,000 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas. This morning, walking into the office, you greet Michelle who says, “I’d like to meet with you tomorrow to develop the branding strategy for the new product. Let’s meet for a working lunch and brainstorming session.” “That sounds great,” you reply. “I’ll schedule the meeting and order in lunch.” Entering your office, you begin to think about the items that you will be discussing during tomorrow’s meeting with Michelle. We haven’t even come up with a product name yet, you think. We also need to work on an advertising slogan or tag line. You know that Michelle has an extensive background in marketing, but you really want to make a good impression and bring a sound branding strategy to the meeting. How are we going to distinguish our product from our competitors? What are the benefits that we are going to highlight in our brand that will meet the needs or wants of our target customers? You create the following list of items that you need to address: •Product name •Advertising slogan or tag line •Product attributes •Product...
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...WATCH BRANDS: * SONATA * G-SHOCK * FASTRACK SONATA Sonata was launched in the year 1997 as a sub-brand of Tata. Business level strategy: Low Cost Leadership strategy. Sonata, India's largest selling watch brand, offers stylish looks at affordable prices. The thoughtfully crafted designs encompass the aspirations of young India. The exciting range, with over 400 designs, offers affordable prices between Rs 225 and Rs 1400 by minimizing the cost by replacing stainless steel for stylish and strong super fiber watches. G-SHOCK G-Shock watches were launched in the year 1983. Business level strategy: Differentiation strategy. G-Shock is a brand of watches manufactured by Casio known for its resistance to shocks. They are designed primarily for sports, military, and outdoor adventure oriented activity practically all G-Shocks have some kind of stopwatch feature, countdown timer, light and water resistance. They have differentiated themselves by offering watches to high adventures segment and since watches are always on the wrist, customers need a watch that does not break even in a fall. Firmly footed in the "All-Around Tough" concept, Casio has developed this product over time, adding new and exciting features. FASTRACK: Business level strategy: Focus strategy Fastrack entered the business by launching their products like sun glasses, bags, belts and watches which ranged from Rs 795 to 4750 with designs that are refreshingly different, casual and the brand was aimed at...
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...1. Value Strategy Definition: In defining Value, we begin by following Porters (1980) in considering a vertical chain extending from supplier of resources to firms, through firms, to buyers of products and services from firms. Value is created by such a vertical chain of players as a whole. In particular, vale creation depends on the characterises of all three categories of player in the chain- suppliers, firms, and buyers. Why choose this strategy: - Used by management of a firm focused on developing and executing strategies that helps increase revenue, improve marketing return on investment and maximize business operation efficiencies. - The value strategy helps product and professional service firms build a scalable, competitive advantage by integrating their sales, marketing strategy, operations and financial management into one revenue capture process. Example: One of the most obvious examples of strategic value is reducing competition. More recently, many of Microsoft’s company acquisitions have been viewed as Bill Gates reducing competition. The American government, and some in Europe, dragged Bill Gates into court in an attempt to reduce his monopolistic influence in the global economy. 2. Brand equity strategy Definition: Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity. A brand strategy can be thought of as the translation of the business strategy for the marketplace. It defines the manner in...
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...Brand Management Assessment 1 Research object: Kiehl’s CHAPTER1. INTRODUCTION 1.1 Report Objective The goal of this study was to discuss the brand development strategy of Kiehl’s in skin care industry. Methods of analysis include customer-based brand equity, brand equity and marketing mix will be combined to review and evaluate the brand development strategies of Kiehl’s. 1.2 Company background 160 years ago, Kiehl’s was founded as an old-world apothecary in New York City's East Village in 1851. Kiehl's was purchased by the L'Oréal Group in 2000 and currently has more than 250 retail stores worldwide, and over 1000 points of sale supported by sales in high-end department stores, airport locations, as well as independent stockists and agents. The vision of Kiehl’s is wherever they serve their patrons, they are committed to serving a quality product through the most outstanding service that they are able to provide. Kiehl’s is one of the top 20 the best skin care brands, rank at 19th in 2013. (Appendix 1) CHAPTER2. BRAND EQUITY MODELS There are two models are used to analyze Kiehl’s. One is customer-based brand equity by Keller (2008), the other one is brand equity models by Aaker (2010). These two models will be combined to analyze the brand development strategies of Kiehl’s. Figure 1: Keller’s Brand Equity Model “We formally define customer-based brand equity as the differential effect that brand knowledge has on consumer response to the marketing...
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...Outdoor billboards will be used in population densed places with high traffic to raise awareness. Introducory phase we will use informative advertising technique Persuasive advertising will be used due to competition Finally during maturity we will use reminder adverising to remind consumers Product Branding Hollister Pricing Strategy Hollister Placing Strategy 1- Creating the messeage: -Personality symbols (in Hollister’ case, celebrities), -lifestyle -musical -slice of life. 2- Choosing Advertising media : Narrowcasting Immediate, customized and easily reached promotion tool that encourages interaction between customers and our company through direct mail, catalogs, telemarketing, newsletters and online marketing. No intermediaries Hollister could send to create and maintain customer relationships: Emails Newsletters Greetings on feasts Advertising Strategy 1- Company Overview 2- Targeting Strategy 3- Postioning strategy 4- Four p's decisions: - Product - Price - Place -Promotion 5- Implementation Plan Distribution Management Marketing Channels Distribution Strategy Pricing Strategy - Hollister would adopt...
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...WASEDA BUSINESS & ECONOMIC STUDIES 2009 NO.45 Luxury Brand Strategy of Louis Vuitton - Details of Marketing Principles by Shin'ya Nagasawa* Abstract: By systematicallybreaking down the strategy of the single Louis Vuitton luxury brand into the four Ps (Product, Price, Place, and Promotion), our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words, the object is to distill the rules and principles of success strategies for luxury brands as well as to derive a business model for success. Showing that the current rise of Louis Vuitton is not a coincidence but rather something achieved through strategy will surely be of interest to firms struggling with lack of brand power or those looking to boost brand power. 1. Introduction Consumers like brand items, while researchers like brand theory. Although scholars also use the word "brand" to refer to the likes of Coca-Cola and McDonald's, there is a vast gulf between these brands and the luxury brands we explored in the previous book. In researchers' brand management theories, one rarely finds mention of representative luxury brands like Louis Vuitton or Dior, or of LVMH. Based on this awareness, we carefully scrutinized the ecology of the unique LVMH firm, considering the nature of the brand as distinct from commodity markets, although * Shin'ya Nagasawa is a professor of MOT (Management of Technology) at...
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...Name Instructor Course Institution Date Brand Strategy BRAND NAME: Nivea Sun-Kissed Radiant Skin Lotion Dollar Tree Inc. is among the biggest dollar stores in America selling a wide variety of products (Plunkett's Retail Industry Almanac 2009, 50). The picture of the Nivea Sun-Kissed Radiant Skin Lotion product sold at the Dollar Tree Inc is shown below. [pic] Retrieved 26 August 2014 from: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcTCU-qEMJMc0lMV6YFk1zl9imAibUHoaPQss0PWB2-FwyJL0FO32g STRATEGIC PLAN: BRAND HISTORY • Company’s industry Dollar Tree Inc. operates within the industry of Dollar and variety Stores, which provides cheap products to consumers in different locations. The Dollar and variety stores industry has been in existence since time immemorial to offer low price products to consumers in order to supplement the big chain stores and supermarkets since they are closer to the consumers. Business analysis in America reveals that the Dollar and variety stores industry has experienced a significant growth over the last five years as at 2014. This industry offer employment to more than 270,449 people in America as depicted by the industry research report (Britt 35). • Company’s competition The Dollar and variety industry contains many companies, which compete among one another in search for consumers and increase in revenue...
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...Brand Communication Strategy 1st Lecture: The Ceo promotes the brand to the stakeholders: part of the brand communication strategy. Corporate social responsibility: all about ethics. Principles of Marketing (Kotler, Amstrong). Assignments: Google turns to you, how to develop brand communication strategy into the Chinese market? Market research Situational analysis Recommendations Based the strategy under the conclusion of the market research * Operational marketing 1. Study and understand the market 2. Craft a marketing strategy and plan 3. Develop operational marketing 4. Evaluate returns Managerial project: What a company wants to do Market study project: What a company needs to know We have to follow market trends, evaluating the number of Chinese using google as a metasearch engine, google is a BtoB mood. Start with a PESTEL analysis How foreign policies influence the communication? Problems of national defence, posses so much information about people, it is valuable for any intelligence agencies. Could have some temptations to hack google to get some information from google. Porter’s model to analyse clients, competitors and partners (Micro-environment). GOOGLE: 2004, 40% of the market share, now less than one percent. Google is created in 1998 by Lawrence Page and Sergei Brin. They’re not prepared to assume the rapid growth, nothing to sell, really young and brilliant people but they need a third person Eric...
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...THE MARKETING STRATEGY OF NOKIA Contents EXECUTIVE SUMMARY 3 INTRODUCTION 3 CURRENT SITUATIONAL ANALYSIS 4 PESTEL analysis: 4 SWOT analysis: 7 DIFFERENTIAL ADVANTAGES 8 RECOMMENDATION 11 MARKETING STRATEGIES AND PROGRAMMES 11 Segmentation: 11 Targeting: 12 Positioning: 12 Marketing strategy: 12 OBJECTIVES 14 RECOMMENDED MARKETING MIX 14 Product: 14 Price: 14 Place: 15 Promotion: 15 BENEFITS OF THE RECOMMENDED OBJECTIVE TO THE STAKEHOLDERS 15 CONCLUSION 16 REFERENCES 17 BIBLIOGRAPHY 19 EXECUTIVE SUMMARY Nokia is a multinational organization that involves in the production of mobile telephones. Nokia's mission is simple: connecting people. Their goal is to build great mobile phones that enable billions of people worldwide to enjoy more of what life has to offer. Nokia has approximately 98,000 employees around the world. Nokia has aligned with a lot of firms to help improve the society, which are UNESCO, OXFAM, British council, UNICEF; Siemens. Nokia has 1.3 billion customers all over the world using Nokia devices. Their production facilities are established in Brazil, China, Hungary, India, Mexico, South Korea, and Vietnam. (Web 1) Nokia was the market leader in Nigeria when mobile telephones manufacturers exploited the opportunity provided by the then President Olusegun Obasanjo in bringing GSM network providers into the country in the 2001 (web 2), but Nokia has dropped drastically in terms of market share due to the saturation...
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...Topic: Industry/Strategy Analysis for YUM Brands Introduction Yum Brands based in Louisville, Kentucky, is one of the world’s largest restaurant companies with over 41,000 restaurants in more than 125 countries and territories. Primarily through the three concepts of KFC, Pizza Hut and Taco Bell (the “Concepts”), the Company develops, operates, franchises and licenses a worldwide system of restaurants which prepare, package and sell a menu of competitively priced food items. Their restaurant brands – KFC, Pizza Hut and Taco Bell – are the global leaders of the chicken, pizza and Mexican-style food categories. Their goal is to continue to build three global, iconic brands that people trust and champion. They are evolving KFC, Pizza Hut and Taco Bell into more relevant, engaged, connected and caring global brands. Industry/Strategy analysis Industry Analysis Demand Even though US encounters cautions consumer spending, sluggish economic growth in the first quarter of 2014, customers’ demand in the restaurant industry is still stabilizing after years of declines, which can be found from the recent US sales trends. According to S&P industry surveys, the largest US restaurants as a group continued to recover in 2013 from the great recession. There are a number of reasons discussed as following: First, fast-food restaurant consumption is an important lifestyle for each individual. Restaurants are offering products and services that consumers actively seek out and enjoy;...
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...Studies in Business and Economics THE GLOCAL STRATEGY OF GLOBAL BRANDS DUMITRESCU Luigi Lucian Blaga University of Sibiu, Romania VINEREAN Simona Lucian Blaga University of Sibiu, Romania Abstract: A few years ago, globalization was the new paradigm in international business, however from a branding perspective it has lost its initial efficiency giving the fact that consumers do not seem to feel a connection anymore with the standardized products of global corporations, catered to them in mass marketing communication programs. With their centralized decision making, most companies simply stopped having a connection with the new global marketplace and neglected its emergence. Hence, the influence of local characteristics arose, and with that a new term that encapsulates the global and the local – glocal. “Glocalization” encourages companies to “think global, act local”, and they could do so by using the global brand, while localizing certain elements of that brand in order to suit a particular country. Keywords: global brands, globalization, glocal strategy, glocal marketing. 1. Introduction In 1983, Theodore Levitt published a provocative Harvard Business Review article entitled “The Globalization of Markets”, in which he stated that a new global market, based on uniform products and services, had emerged. He asserted that large scale companies have stopped emphasizing on the customization of their offers to providing globally standardized products that are advanced...
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...Introduction: In this phase we have to arrange the data for three different stores which we have selected for our final project of retail. We have to analyze all those factors which are important to understand while we as marketers visits to any store for any purchase purpose and to determine the availability of all those things which works as the eye catching view and leads customer to purchase from that particular store. Saddique departmental store Saddique department store is located in Zahid Colony near dhula chunk. This is one of the oldest shops which started its business in 1999. Then they expand in 2010 into a large retail store have the 2 shops and various warehouse near the store where they store all that martial which consume more space like the bags of flour and rice. Their target consumers for that particular store are all those households near there shop which include the Kashmir road, colony, calimaxabad and its surroundings. They started their business with the purpose to reduce the efforts of 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...
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...1 INTRODUCTION PROTON BEHARD is a Malaysian car manufacturing company that was established by the government in 1983. The objective behind the creation of the car company was to aid the attainment of the country’s goal of becoming an industrialized nation through a fortified car manufacturing industries. The country also had the intention of acquiring improved technology and industrial skills through the new manufacturing field which in turn is believed will fortify the status of Malaysia as an industrial Nation Vision The vision of proton is stated thus “to become Asia’s premier automotive brand; a brand that connects with people and provides products which become life companions”. This will be achieved through; • Ensure quality as the Number One work ethics in all operations • Establish an effective and efficient Quality System based on the requirements of ISO9001:2008 standards • Provide adequate skills and knowledge to all levels of personnel through systematic and structured training programmes • Provide a culture and environment of continuous learning, improvement and innovation towards total quality excellence • Provide a conducive, safe and healthy working environment in which people like to work and prosper. 1.1 Performance and challenges For twenty five years Proton has provided Malaysians with a number of award winning models and presently they have the largest factory in the South East Asia region with respectable statute. The company which has grown...
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