...BRAND-BUILDING Branding consists of the name, symbol, slogan, design or any blend of these that identify the offerings of your entity and differentiate it from another. Branding is the visual influence of your company. Brand-building is enhancing brand’s equity directly and indirectly through marketing campaign and promotions respectively. Brand equity is the significance your business name has in the industry without accounting the profitability of the company (Vincent, 2012). Equity mean gives an edge, consideration, or autonomy to a company in comparison to another. Positioning is employing promotion to project differentiation in your business and its offering to targeted customers. Building and upholding a strong brand is a primary intention for successful organizations. A general talk with my friend Mark, the word Apple or iPhone is bound to come up whether in terms a discovery of a new exciting app in the App Store or just about the release of another “out of this world” product. This behavior is not because he’s a young tech savvy but because he adores this particularly brand and all its products. Apple is the leading technological firms in the world. It’s mainly involved in the manufacture of premium and innovative electronic products. Recent studies suggest...
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...Unit 4 discusses building strong brands, in this week’s article Phillips, McQuarrie, and Griffin (2014) discusses their research on visual brand identity (VBI) with art directors and several theories utilized to select and assemble them into an ad campaign (The face of…). Visual brand identity allows marketers to take a holistic approach to feel and view the company’s brand as consumers view it. The pair also states that art directors search for visual elements in their brands to make them stand out from the competition and design an advertising campaign based on what has been found. Furthermore, brand communication in this current day and age has become more visual than any other marketing form. It can be completed in any phase of the product’s production and provides unique aspects to the brand that focus on the image that the physical components (Phillips, McQuarrie, & Griffin, 2014). Relationship to Unit 4: The current article relates to unit 4 because it discussed marketing and building brand identity; which was also discussed in chapter 9. Customers purchase items based on their brand preference or insistence; two methods that can build brand equity. Brand preference occurs when a targeted section of the market chooses a product such as Sargento over Kraft cheese. On the other hand, brand insistence occurs when always purchase one brand over another brand, for example, I like to purchase Johnsonville brats compared to Kroger of Farm Fresh brats. Brand equity is the...
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...Unit Two Discussion Board Brand-Building By Victoria Justice When creating a new product marketers look at the factors that are the most important they try to develop products and/or services that are eye catchers to the targeted group or generation (Kolter& Keller, 2012). It is important when creating a new product or service to keep the main focus on the customers. Many Marketers today use music, movies, and famous celebrities to help aid in releasing of new products or service. Consumer Product The consumer product that I would like to introduce is a swimming pool that is equipped with a built-in air pump allowing easier set up with a privacy blind. Pools are used quiet often in the summer and if they are easier to set up more people would buy them. Also there are people who like privacy when they swim and the privacy blind would help aid in their satisfaction so that they could enjoy their self swimming. Target Markets The new swimming pool would target anyone who can swim, families that have kids anyone that loves water or would like to learn how to swim in private. I grew up with a big family I had six sisters and two brothers we had a swimming pool but we were only allowed to swim when there were not a lot of people around next door because we did not have any privacy and my mom and dad did not trust our neighbors looking at us. Having a pool that is easier to set up and that has privacy would make a difference for a lot of self conches people. I know...
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...MKTG 305 UNIT 2 DB Chasity Fenn PRODUCT The product that I would like to introduce is a new brand of pot and pan line. These pots and pans are different from any other kind of set that you have ever seen. All of these pots and pans are hard anodized and completely non-stick, which this part alone is not any different from a normal pot and pan set. The difference with these pots and pans is the easy way they can be cleaned. The non-stick on these pots and pans are something no one has ever seen before. Nothing at all sticks to these pans! With other non-stick pans you may have to use cooking spray or oil, but with these there is no need. If that is not enough to get someone to buy, the pots and pans can be customized. You can have any design, colors, pictures, or even engravings put on these pots and pans. No other product can give their customers this kind of personalization. TARGET AUDIENCE The target audience would most definitely be adults ranging from ages 20-60. The benefit of this product is that the age range of the target market is very large; this gives this product a chance to become very popular. Another big target is restaurant owners or top ranking chefs. Chefs love to use their own utensils and cookware when cooking, so I believe this would be an excellent choice of cookware for them. ENDORSER AND SONG The number one endorser that I think would sell this product in a heartbeat is Chef Gordon Ramsey. Chef Ramsey is one of the most known chefs in the...
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...CONCEPTS Brand A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market. Brand Associations The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation. Brand Commitment The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand's customer franchise is protected form competitors Brand Earnings The share of a brand-owning business's cash-flow that can be attributed to the brand alone. Brand Equity The sum...
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...EXECUTIVE SUMMARY This dissertation set out to explore how the Internet is changing the brand-building environment, in order to identify the new sources of value, the new brand-building tools and strategies, and to outline the key factors that contribute to the development of a successful online brand. With power shifting to customers, the success of an online brand is largely determined by customer choice. The repeated choice of a certain brand by customers and business partners generates the transactions and repeat business that counterbalances the costs of customer acquisition and infrastructure. Repeat transactions provide the basis for a relationship that, when properly cultivated, creates value for both the company and its customers. This relationship is the basis for the customer loyalty that creates a successful online brand. The companies that are successfully building relationships and fostering brand loyalty are those that recognise that their brand's perceived value hinges on the total end-to-end customer experience, from the promises made in the value proposition, to its delivery to the customer. It is about enticing customers, gaining their trust, and making the experience so satisfying that they are confident in their choice and will return again, and will tell others about it. It aims to create “apostles”, instead of “terrorists”. As such, brand-building on the Internet extends beyond the traditional focus of positioning, advertising, promotions, catchy logos and...
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...Building a strong brand • Establish brand identity (Who are you?) • Establish brand meaning (What are you?) • Elicit proper customer response (what do I think or feel about you?) • Convert brand responses to create brand resonance & intense, active loyalty (what about you and me? How much of a connection do I want?) Stages of development Branding objective at each stage 1. Identity 2. Meaning 3. Response 4. Relationships Intense, active loyalty Positive accessible reations Brand salience • Breadth and Depth of Awareness • Product Category Structure • Strategic Implications Creating Buying habits • Early 1900s-Americans teeth health in decline • Advertising mastermind Cliff hopkins • Pepsodent asked for help • In 5 years, pepsodent on of best-known products on earth • Toothbrushing became a ritual for more than half of americans • Key: cue/routine/ reward cycle • Hopkins idea-tooth film as a cue Brand performance • Describes how well the brand: ○ Meets customers' more functional needs ○ Rate on objective assessments of quality ○ Satisfies utilitarian, aesthetic, and economic customer needs and wants in the product or service category Brand Imagery • User profile/Imagery • Purchase and usage situations/imagery • Brand Personality and values • Brand history, heritage, and experiences Brand Judgments • Quality • Credibility • Consideration • Superiority Brand Feelings • Customers' emotional...
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...------------------------------------------------- DISSCUSS HOW wAITROSE hAS COMBAINED EACH OF THE SEVEN ELEMENTS IDENTIFIED BY JOBBER TO BUILD IT SUCCESSFUL BRAND This report will discuss how Waitrose successfully combined the seven elements identified by Jobber to build its well know brand. Waitrose, an upmarket British food retailer is the food retail division of Britain’s largest employee owned retailer, the John Lewis Partnership. With over 300 branches across the UK, including 30 “little Waitrose” convenience stores (John Lewis, 2013), Waitrose holds 4.9% share of the market; hence standing as the sixth-largest grocery retailer in the UK (UK Kantar, 2013). Waitrose sells over 18,000 products, from food to entertainment etc. it also provides an online service through its subsidiary, Waitrose.com and Ocado.com. Kotler et al (2008) identified a brand as an identity of a specific product, service and/or business; therefore, it must be thoughtfully developed and managed. In order to build and manage a successful brand, Jobber (2010a) identified seven elements: Positioning; Repositioning; Long-Term Perspective; Internal marketing; Being first; Well-blended communication and Quality. 1. Quality: Jobber (2010b) explains that it is very important for companies to build quality in its core products; as he suggest non-quality product is the key, foremost reason for brand failure. Waitrose focuses on food and drinks as its core product. Therefore, it is committed to bring the best quality food and...
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...Building Brand Image With Ethics The Positive and Negative Effects of Ethical and Unethical Behaviors on Brand Trust Executive Summary In the market of today, businesses are faced with complex situations where they not only have to make decisions for the better of the company, but also for the better of society. In an economy and market that thrives on the competitiveness of various companies, business officials must abandon the focus on profit and focus on the needs of their consumers. Businesses cannot thrive without the support and trust of their primary and secondary stakeholders. These can include – consumers, employees, media, community leaders, etc. Businesses work to build and maintain meaningful relationships with these groups to ensure that they experience longevity and increased productivity. In order to obtain consumer preference over other companies, businesses must establish and maintain certain motives and incentives for their decision making. This will ensure two very important factors needed to maintain valuable business practices, positive brand image, and brand/consumer trust. Brand Image and Brand Identity When building a prosperous business, in the private or public sector, great focus must be dedicated to the brand’s image, equity, or value it holds. Brand image can simply be described as an impression; it is the consumers’ perception of a brand’s complete persona. Positive qualities, shortcomings, scandals, poor or effective...
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...CLELAND SEPTEMBER 2000 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CONTENTS SUBJECT PAGE CHAPTER 1 1.1 1.2 1.3 1.4 Overview Objectives Methodology Structure INTRODUCTION 6 7 9 9 11 CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 THE NATURE OF BRANDS 12 13 13 14 15 16 18 19 20 22 22 23 2.9 Introduction What is a Brand? The Layers of a Brand Product and Service Brands Branding & the Buying Process The Importance of Customer Satisfaction and Loyalty Emotional Loyalty The Concept of Brand Equity 2.8.1 The Value of Brands to Customers 2.8.2 The Value of Brands to Companies Conclusion CHAPTER 3 3.1 3.2 3.3 BUILDING BRANDS 24 25 25 26 27 28 30 31 32 32 3.4 3.5 3.6 3.7 Introduction Overview of the Brand-Building Process The Value Proposition 3.3.1 Added Value 3.3.2 Distinctive Brand Identity Developing the Framework and Communicating the Value Proposition Building Customer Relationships Characteristics of Successful Brands Conclusion 1 BUILDING SUCCESSFUL BRANDS ON THE INTERNET CHAPTER 4 4.1 4.2 4.3 4.4 4.5 4.6 THE INTERNET 33 34 34 35 35 39 40 43 Introduction Overview of the Internet 4.2.1 The Defining Characteristics of the Internet The Growth of the Internet The Internet & e-Commerce The Impact of the Internet on Business Conclusion CHAPTER 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 BUILDING BRANDS ON THE INTERNET 44 45 45 47 48 50 51 52 57 59 60 Introduction The New Dynamics of Brands The Importance of Customer...
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...------------------------------------------------- building a leading technology brand-sap Submitted by- Richard Doley (PGP /19/221) 1. What should SAP stand for? What is its brand promise? SAP has consistent product quality and innovation for which it has to stand but at the same time it should devise a consolidated strategy for all its target markets with one common logo and consistent tag lines so as to avoid unnecessary ambiguity in the customer’s perception. It must have a brand promise of enabling the target companies across the world so as to leverage technology and improve accountability, efficiency, profitability and visibility of their business. Customers should be able to clearly see the values and services they would like to undertake through SAP. 2. Would you make any changes in the branding elements? SAP brand architecture, logos? Though SAP is one of the world’s most reputed companies, they made a mistake in branding. During the initial phase of the internet boom, SAP lost out on a large share of possible customers, because of their seeming inability to innovate. Later on, even though the product that SAP released was a strong one, the possible users speculated that it was just a decision to create a brand. Another factor is that with the country heads being different and the overall coordination being lacking, SAP is unable to portray a single brand image across all the countries where it operates. So, what should be done in this regard is, there should be a centralization. The brand image...
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...Name: Nnamdi Okechukwu Class: Bus 651, Strategic Marketing Communications and Brand Management NIKE: BUILDING A GLOBAL BRAND When Nike established itself in the marketplace, it used branding to achieve this goal by making its products immediately identifiable and recognizable in the marketplace. Nike’s brand image had a lot of characteristics, but the major ones were Awareness; Nike promoted their products by making sure that potential consumers recognized their brands and correctly associated the brand with a particular product. Consistency in the Marketplace: Nike has done an excellent job in keeping their products consistent in the marketplace. The consumer knows Nikes products for their quality, durability and most importantly its product differentiation from other competitors. Nike has developed strong brand equity in the United States due to its high level of brand awareness. Nike’s sources of brand equity in the US include; Brand Image, Price, Packaging, Brand Awareness and Positioning. These sources of brand equity have created unique, durable, and efficient products that are recognized worldwide leading to higher volume sales and higher profit margins against competing brands. Nike’s effort to become a global corporation has affected its sources of brand equity and brand image in the United States, Europe, and Asia positively. They achieved this by establishing their name in popular sports like soccer, track and field and tennis in Europe, basketball in America...
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...Case Study 2 MGT 545 By: Vincenzo Marchese ABSTRACT Over the past three years I have been building a branding and developing agency. The goal of my company is to help those who want to achieve a certain level of success in fashion and entertainment. I started this company with one singer, who is now signed to sony records. When beginning the journey of executed one’s dream many times we are side tracked as was I. Over the years I have been able to build my company, though it is still in the growth process I am working on perfecting my agency so my Service stands out from the rest, and my execution is perfection. Both Chapter 4 on Cost Leadership, and Chapter 5 on Product Differentiation it close to home for me. I this case study I am analyzing my own business, and going thru the processes I went thru to make my service both innovative, and yet similar. The second I walked into my first public relations class at St. John’s University I knew what I wanted to do, and what I wanted to create for myself. Did I know how to do it? Not really, did I know where to start? Absolutely not, did I even know who my customer was? The answer is no to any questions that would make sense for any young entrepreneur. In all fairness I was 19, and overwhelmed with excitement. Thru the years of interning for fortune 500 companies, and working at them after graduation I decided it was time to play with NYC, and see where I could go with my “vision”. ...
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...1) The benefits of that approach is that it will lead to an increase in sales because the products are made custom to what the people in that particular place want. So, that can only benefit Unilever. Some drawbacks, however, is that they would then have to continuously change their product(s) to suit the wants of their consumers, which entails a lot of work. 2) I think Unilever chose to move away from its local customization because first, their initial method caused their financial performance to suffer. They also wanted to portray a better message of beauty to women of all types. What made this feasible were the workshops, which led to projects and led to a lot of publicity. Their Dove Campaign for Real Beauty is really what sparked a multitude of attention. 3) I don’t think Unilever could have pursued the same basic strategy 30 years ago simply because of the fact that the media didn’t influence people’s perception of beauty back then as it does now. Nowadays people turn to the media in order to keep up with what is accepted as beautiful. So in turn, the media now, is what has allowed Unilever to prosper. 4) Unilever tweaked the Dove campaign from nation to nation because it still has to conform to what it is a certain nation desires. The consumer behavior varies depending on where you are, therefore, people won’t buy a certain product if it doesn’t necessarily pertain to them in a certain...
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...Management Project Type: Unit 2 Individual Project Abstract This paper will cover a brief interview with Dialietta Bishop, an extremely loyal Sprint Nextel consumer. This document will also discuss Sprint’s marketing branding and market targets. Sprint Nextel The company is Sprint Nextel and is known as a renowned telecommunication company that provides high satisfactory services to its consumers. This company was initially founded in 1899 by Cleyson Brown when he started the Brown Telephone Co. By the end of 2012, this company provided services to over 55 million customers still growing. Brand loyalty interview: the brand and its competition Brand loyalty is defined as the act of consumer’ preference for a particular service, product, or good; in laymen terms, the consumer is not willing to experiment with other goods but will make repeated purchases of a particular brand. In interviewing Dialietta Bishop, mother, she made it evident that over the years, she has been a loyal Sprint customer and this preference has trickled down through the family. Initially, she was an AT&T customer however due to challenging customer service incidents and an error in posting payments; she began her quest in finding a new telecommunication provider. Within a few months she chose to take a friend’s advice and sign on with Sprint and for the past ten or more years, she has been a loyal customer of their products (phones and accessories) and services. In discussing the reasons for...
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