Premium Essay

Branding Name Origin

In: Business and Management

Submitted By dalim
Words 2871
Pages 12
1. Lux: a) Brand Launching: In 1924 b) Country of Origin: UK c) Founder: Lever Brother (Now know as Unilever) founder William Hesketh Lever and his brother James d) Industry: Soap (Health Care) e) Brand Name origin: The name Lux means ‘light’ in Latin, however the name was chosen from the word word ‘luxury’.

2. Lifebuoy: a) Brand Launching: In 1894 b) Country of Origin: UK c) Founder: Same as of Lux d) Industry: Soap (Health Care) e) Brand Name origin: buoy means a device that keeps a sinking man afloat. i.e. protecting life. Buoys ring shaped device that are kept in the ship f) Brand Logo Origin: Buoy is ring shaped and in red color in UK. Lifebuoy logo originates from here. It’s logo is oval shaped which reminds you of ring shape. g) Brand Color: Red as buoy is red in UK

3. Apple: a) Brand Launching: on April 1, 1976. It’s original name was Apple Computer, Inc. But, in 2007, it removed the word ‘Computer’. According to me, this is their branding strategy to thrive into consumer electronics goods. Very soon, they will launch HD TV. b) Country of Origin: California, USA c) Founder: Steve Jobs, Steve Wozniak, Ronald Wayne. d) Industry: Computer Hardware, Computer software, Consumer electronics, etc. e) Brand Name origin: Steve jobs, the founder of Apple, came up with the name ‘Apple Computer’. No significance was behind this name. Many used to say Steve Jobs was working in a community type farm and that inspired him to name his company as ‘Apple Computer’. Again, some other claims that this name was given to depict the story of Sir Isaac Newton sitting under an apple tree. The learning thing is that Mr. Steve never disclosed the why he had selected the name and let other to continue the debate on. f) Brand Logo Origin: Very first Apple computer logo had a picture of Newton sitting…...

Similar Documents

Premium Essay

Marketing Strategies

...Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES 13 I. Introduction Globalization concept is studied since 1870 (Lee et al, 2009); during the development of its concept, there are many debates around consequence of convergence process of the world. In last three decades, globalization is predicted as noticeable trend causing the homogeneity of consumption pattern in near future (Levitt, 1983 in Robson , 2005), whereas, in this days and age, homogeneity of customer needs, taste and lifestyles is indicated as an impossible phenomenon (De Mooij M., 2011). The debate of globalization versus localization leads to examining application of the maxim- “think global, act local” in different markets across the world. Failures of global brand in standardizing its name, brand image perception, causes the suspicion of existence of global brand. The aim of this study is to examine two dimensions of brand image perception of customer: country of origin effect and brand name. Afterward, my personal opinion of existence of global brand will be proved......

Words: 3661 - Pages: 15

Premium Essay

Critical Evaluation of Positioning Concept

...desired position, the brand maintains coherence in its activities to establish the specific image. Critical Evaluation: This article explained the concept of positioning and its importance very clearly. It also provides the many methods and processes of applying the concept in branding a nation whilst citing real situations and associating with positioning of products as examples. Rating: 5 out of 5 1.6 Ranchhod, A., Gurau, C., Marandi, E. 2010. “Brand Names and Global Positioning.” Marketing Intelligence & Planning 29 (4): 353 – 365. www.emeraldinsight.com/0263-4503.htm (accessed September 27, 2012). Summary: This article explains why brand names affect its global positioning. From this article, we learnt how much effect country of origin has on overall evaluations of the product. It highlighted consumer ethnocentrism and the stereotypes posed towards certain countries of origin and how some countries masked a product’s country of origin by regionalizing to increase sales. Critical Evaluation: Although this article proves with real life examples of how big or little impacts country of origin has on product selections, it is only just one side of how this affects the global positioning of brand names. The article is not informative enough. Rating: 1.5 out of 5 1.7 Robertson, B., 2005. “Ten Rules of Product Positioning.” Medical Marketing and Media 40 (5): 52 – 58. http://0-search.proquest.com.prospero.murdoch.edu.au/docview/228337321 (accessed September 28,......

Words: 1218 - Pages: 5

Premium Essay

Branding

...BRAND DEVELOPMENT Presentation Paper By: WULAN YUNITA ISTIANILA DEWI (10311085) DEPARTMENT OF MANAGEMENT INTERNATIONAL PROGRAM UNIVERSITAS ISLAM INDONESIA 2012 Why it is important to create powerful brands WHAT IS BRANDING? Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Brand often becomes a reason for people to choose the product as the sign or name of the quality level brings to consumers’ preference. Successful brand that is those which are the focus of a coherent blending of marketing resources, represent valuable marketing assets. Although, nowadays lots companies name their product with brands but the challenge of creating powerful and successful brand in grabbing strong positioning in consumers’ mind is exist. THE PURPOSES OF BRANDING Successful brands are valuable because they guarantee future income streams. Companies recognize that loyal customers will repeatedly buy their brands and are also willing to support them during crises, for example when people maliciously tamper with brands. In some instances the rapid response of management and their commitment to communicating developments to the brands’ stakeholders helps to rapidly restore normality. For example, following the tampering with Tylenol tablets enabled the management of Johnson & Johnson to quickly regain public confidence. The......

Words: 2456 - Pages: 10

Premium Essay

Chocolates El Ray

...cocoa in the world, and this is exactly what consumers’ need think of when they hear the name “Chocolates El Rey”. Ultimately Jorge needs to market not just the chocolate and cocoa, but the origin in which it came from and in this case Venezuela. When people think of chocolate the first thing that comes to mind is Swiss Chocolate, due to its high quality and global brand awareness. Jorge needs to look at the key steps and utilize the tools necessary for his growth in the international market. In order for Jorge to fulfill his dream he needs to understand the value that not only the Venezuelan cocoa beans have for his chocolate, but the value that the chocolate has to the consumers. By understanding why the consumers buy the chocolates and why they continue to buy will only help further him in the future. Understanding your consumer is key to the success of any business and Jorge can definitely achieve his goal if he keeps this mindset at the forefront of his operations. What are the pros and cons of using country-of-origin as part of his branding strategy? Using the country-of-origin as part of Jorge’s branding strategy can has some positive and negative impacts on the organization. As with any changes, Jorge needs to analyze the opportunities and risks of using this marketing strategy to ensure that the benefits outweigh the risks. The positive impacts that the country-of-origin branding strategy would have on Chocolates El Rey would be building a brand image for not......

Words: 1748 - Pages: 7

Premium Essay

Analysis of Softwares

...approach help determine whether adaptation is necessary. While a global firm should adjust to local tastes and customers, it should also leverage its name recognition and global reputation. Country-of-Origin Effect This is the influence of the country of manufacturing image on the buying decision. The effect consists of innovativeness; design; prestige; and workmanship. There is strong evidence that country of origin influences buyer’s decisions. , Companies should also leverage its name recognition and global reputation especially if they are from developed markets. Branding Branding is the process of creating and supporting positive perceptions associated with a product or service. Branding is especially complex in the international market. Some issues: 1. Selecting the right name 2. Understand the local market 3. Fine tune the size, price, value construct 4. Quality/reliability at competitive price 5. Holistic marketing using multiple channels 6. Turning trademarks into “trustmarks” 7. Establishing leadership brands, and changing social habits 8. Selecting allies and partners Channel Decisions This involves length (no of levels or intermediaries employed in distribution process) and width (no of firms at each level of channel). In B2B, Channel decisions are more important than brand name, advertising, and pricing. Export intermediaries are firms that mediate between firms and their export markets by providing logistic,......

Words: 882 - Pages: 4

Premium Essay

Product Comparisons of Nestle Glaxosmithkline and Cadbury

... MILO BRANDING: Milo brand is the world’s leading chocolate malt beverage that can be prepared with hot or cold milk or water. Given its popularity it is a “must have” product for food service operators particularly in Asia, Africa and Oceania. Loved and trusted by parents and kids alike, Milo products offer essential vitamins and minerals: * calcium for strong teeth and bones * iron to carry oxygen to the body’s cells * vitamin A for healthy eye sight * vitamins B1 and B2 to help release energy from foods * Vitamin C to keep skin and gums in good shape. REF:(www.nestle.com/brands/allbrands/milo_foodservice). Origin: Milo was originally developed by Thomas Mayne in Sydney, Australia in 1934. It is marketed and sold in many countries around the world. Product availability: It is marketed and sold in many countries around the world (worldwide) (Ref :WIKI) Malted barley is one of the key ingredients that give MILO the unique great taste and crunch you love. It is naturally rich in carbohydrates (including starches and maltose), the preferred energy source for the brain, nervous system and working muscles. Including calcium, MILO contains 6 essential vitamins and minerals. Together with milk it is a nutrient rich drink for active kids. A glass of MILO and milk is: - High in protein - Low GI - Nutrient rich – particularly calcium where it provides nearly 50% of Recommended Daily Intake (RDI). REF: (http://www.milo.com.au/products/milo/) check this website...

Words: 1407 - Pages: 6

Premium Essay

International Marketing

...Contents Haier 2 Research on brands and branding 2 Strong in home market 2 Geographical balance in sales 3 Addresses similar consumer needs worldwide 4 Standardization vs. Adaptation 4 Marketing mix 5 Consistent positioning 5 Haier’s mission statement 6 Haier’s Vision statement 6 Consumers value the country of origin 6 COO theory 6 Product category focus 7 Corporate name 8 Branding and strategy 8 Extent of globalization 9 Analysis of the brand 10 Marketing metrics 10 Revenue metrics 10 Marketing programs performance metrics 11 Profit per customer 11 Bibliography 13 Haier Haier Group is a Chinese multinational home appliances and consumer Electronics Company which has it headquarter in Qingdao, China founded in 1984. It designs, develops, manufactures and sells a wide range of products which includes air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, televisions etc. Research on brands and branding International marketing today requires that the products used by the consumers must be branded and have good branding image. China created a portfolio of global brand champions. These features were presented by John Quelch in 1999 that were common in all the ten brands, which are as follows. Strong in home market In order to be successful on a global level, firms first of all need to have strong position in their domestic markets. If the cash flow and market share at domestic level is......

Words: 4264 - Pages: 18

Premium Essay

Brand Management

...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......

Words: 1232 - Pages: 5

Premium Essay

Hr Strategy

...full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a......

Words: 10082 - Pages: 41

Premium Essay

Postioning

...chapter we will consider the concepts of branding and positioning and the importance of these elements for a strong brand. We will start with the background were will begin with discussing the concepts of branding and describe relevant theories in brand personality and brand positioning. We will then walk you through the problem discussion and finally the research questions. 1.1 Background The term brand refers to a name, term, symbol, sign or design used by a firm, to differentiate its offerings from those of its competitors (Czinkota & Ronkainen, 2004, p 260). A brand is the sum of its equity, identity, positioning, personality, essence, character, soul, culture, and finally the brand image (Upshaw, 1995, p. 14). The concept of the brand can be traced back to product marketing where the role of branding and brand management has been primarily to create differentiation and preference for a product or a service in the mind of the customer (Knox & Bickerton, 2000). The development of branding over the past 30 years is characterised by layers of added value built around the core functionality of the product or service to create and maintain distinction in a particular market (ibid.). The building of strong brands is one of the ways in which a company can develop and sustain an advantage over its competitors, and thereby maintain or increase its sales or market share (Hankinson & Cowking, 1993). According to Rooney (1995) branding is a powerful and effective......

Words: 2513 - Pages: 11

Premium Essay

Identity Based View of Organization

...breakthrough in understanding the concept of identity based view of corporation, this part shows that identity of corporation is combination of multiple identities which needs to stay aligned to build positive corporate identity. In (b) the author tries to link the concept of corporate identity with another element of corporate level marketing(Balmer, J.M.T and Edmond Gray 2003), that is “corporate branding”, and tried to look into concepts like what is corporate branding ?, relation between corporate identity and corporate branding , utility to each other, the misconceptions, how significance of identity to corporate branding lead the restructuring of AC2ID test to AC3ID test, how corporate Quindrivium helps in understanding of corporate branding as an outward bound identification of a corporation, and distinction between the two in order to uncover the characteristics of corporate branding, this part will show that effective management of corporation multiple identities serves the corporate covenant (corporate branding). Keywords: corporate identity, corporate marketing, corporate branding, organizational identity Organizations like any other entity have reasons to survive and exist, The concept of organizational identity has its roots in the exploration of identity in an individual level (Anu Puusa 2006), (Dennis A. Gioia, 1998 cited in Balmer, J.M.T and Greyser, S.A. 2003) linked the concept of identity with organization by stating that the concept of identity,......

Words: 3826 - Pages: 16

Premium Essay

Examination of the Potential Consequences for the Jaguar Brand Resulting from Its Takeover by Tata Motors of India.

...Brand? 2. (B) why is Branding important? 2. (C) Branding of Cars 2. (D) The issue of Declining Brands 2. (E) Country of Origin 3. Research Methodology 21 4. Research Analysis and Findings 35 5. Conclusions 43 Bibliography 46 Appendix One- Learning Statement Appendix Two- Dissertation Proposal Appendix Three- Questionnaire’s used for Primary Research Pg.4 Abstract The research started with the objective to explore the issue of western brands being acquired by companies from the developing countries and the subsequent impact of such an acquisition on the brand itself. The question arises from the resent acquisition of another British Brand; Jaguar by Tata Motors of India which is a part of the Tata Group which has already bought Tetley Tea in the UK. The research aims to examine the impact of this new trend of investment moving from east-to-west by using the example of the recent take over of Jaguar Motors (which was previously owned by Ford Motors, USA) by Tata Motors. Among the other objectives were the issues of country of origin and the impact of correct or incorrect country of origin identification, on......

Words: 16736 - Pages: 67

Premium Essay

Abstract

...The Power of the Branding Abstract A brand is the visual, emotional, rational, and cultural image that one can associate with a company product goods and/or services. A brand is a strategic element of a company’s overall marketing organization as it provides a structure to influence strong brands into other markets, integrate newer brands, and rationalize the company’s value based on the product and/or service the business offers. Introduction Living in a modernized era, with accelerating numbers of businesses built to satisfy consumer needs and wants, branding has become more of an important value in building a company’s image for its products or service. In conjunction with the company’s goals, employees, vendors, reporters, communities, target customers and consumer mix, which all are contributing factors in making the proper representation of what the business would like for people to see them as; furthermore the company’s branding will ultimately represent the understanding of the needs and wants of the customers and prospects the company seeks to target by incorporating the company’s brand at every point of public contact and with every marketing opportunity. Therefore, branding helps to......

Words: 2301 - Pages: 10

Premium Essay

Marketing

...require exclusive distribution (2011 H.H. Friedman) the product need to be consider a need of conventional and convenience something to can run in and get and run out, something you want spend a lot of time purchasing. Quality is the most important feature in developing my product because if the quality is poor everything else will fail. Branding of the product is a typical marketing skill. Creating, maintaining, protecting and enhancing the identity of a good are all included in branding to calculate against the competition. A product’s name is also important and one must consider whether the name makes sense. Packaging is important to the product if the presentation of the product, the style, it’s design is not inviting. The consumer might choose one product over the other based upon it packaging. Packaging needs to be pleasing to the eye and able to attract interest or draw favorable attention from the consumer. Proper labeling is both a science and an art. Labels contain several key components. First, the design and artwork of the package is oftentimes part of the label. Label information should include: brand and product name, the origin and date of manufacture, a list of contents and ingredients, applicable nutritional and health claims, as well as proper use and shelf life (2011 Food Export Association of the Midwest USA and Food Export USA – Northeast). Today labeling is one of the most important factors because people want to know what they are buying and if......

Words: 531 - Pages: 3

Premium Essay

Reed

...Case Study Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market INTRODUCTION 1. Russian Standard Vodka is a major Russian premium vodka brand. Established in 1992, Roust Inc. is Russia’s largest importer and distributor of spirits and Champagnes. In 1998, Roust launched Russian Standard vodka, which quickly became the highest selling premium vodka in Russia, ahead of established international and local brands such as Stolichnaya, Smirnoff, Finlandia and Absolute. 2. Russian Standard’s success can be attributed to the high quality of the vodka itself, its Innovative and distinctive bottle, to its strong presence in bars, clubs and supermarkets, and to a brand identity that is proud to leverage its Russian heritage while promising world-class standards of quality (hence the name ‘Russian Standard’). Interestingly, and quite unusually, the Russian Standard brand was also used to launch a Commercial Bank focusing on consumer lending which also became a huge success in little time thanks to its financial solidity and aggressive marketing. 3. Encouraged by its rapid success at home, the company is considering whether it should Launch Russian Standard in the biggest premium vodka market in the world - the US – and whether it should adapt its marketing mix or stick with the strategy that has been so successful 4. In Russia, to help make these two decisions, the case provides detailed information on consumer habits and competition in......

Words: 4581 - Pages: 19