...joumal of Marketing Management 1999, 15,43-51 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...
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...world-wide known brand in the coffee industry. The Starbucks brand, which also stands for a certain lifestyle, will be analyzed and broken into three different parts. The first part of the paper will create a brand personality profile for the brand Starbucks. The second part will focus on the brand mantra of the product. The last part will analyze the brand equity. Brand Personality Starbucks is a company started in 1971 in Seattle, Washington by Jerry Baldwin, Zev Siegel and Gordon Bowker. They named it “Starbucks Coffee, Tea and Spice”. Their main product was to offer exceptional coffee drinks, coffee beans and coffee related equipment. As of today Starbucks is represented in over 60 countries with more than 20,000 stores. Starbucks runs with their mission statement: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Before analyzing the brand Starbucks this paper takes a look at how Starbucks sees themselves first. According to their website Starbucks offers main priority in offering coffee is quality. Their passion is about ethically sourcing out the finest coffee beans, roasting them with great care and improving the lives of people who grow them. Starbucks does not just care about the coffee product itself but also what is around it. For Starbucks, they start interacting with the customer with a promise of a perfectly made beverage, but for them it goes far beyond that. They want to fully engage, laugh with and uplift the...
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...you (Wolfram, 2013). The definition for accountability according to the Oxford English Dictionary is “the quality of being accountable; liability to account for and answer for one’s conduct, performance of duties, etc (Oxford, 2007). As per the definitions it is evident how truly alike Personal Responsibility and Accountability truly are. If you have accountability in your life for your actions and their outcomes you are Personally Responsible in your life. Success in life is being rich in health, family, and finances. With Personal Responsibility or accountability as a mantra and plenty of hard work it is all fully attainable. In regard to success in college it is similar to being successful in your personal life. Both require an enormous amount of hard work and discipline although success in college is definable with a Bachelors or Masters degree whereas success in your personal life is truly never completed or finalized. Success in college has a direct correlation to your success in your personal life in the following ways. Not only will getting a degree assist you in getting a competitively compensated position, it...
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...Marketing Management 1 - Project Section 2 – Group 9 Avani Sahu – DM16210 Harleen Kaur – DM16217 Megha Shah – DM16229 Priscilla Evangeline Soundararaj – DM16234 Sweta Ramdas – DM16249 Table of Contents Introduction 2 Market Segmentation 3 Targeting 5 Positioning 6 Bibliography 10 References 10 Introduction Titan was established in the year 1984, becoming the third Indian watch manufacturer after HMT and Allwyn. Titan is the 5th largest Watch Manufacturer Company in World. TITAN has now become Titan Company Ltd. The company operates in five areas - Watches, Jewelry, Eyewear, Fragrances/Perfumes and Precision Engineering. Some of the well-known brands of Titan include Fastrack, Sonata, Raga, Edge, Octane, Xylys, Titan Eye+ and Tanishq, Goldplus, Zoya. Fastrack was launched in 1998, aimed at the youth segment. Their target was boys and girls between the ages of 15 and 25. It was promoted with the slogan ‘cool watches from Titan’. Basically Fastrack was a sub-brand endorsed by Titan and was promoted as Titan Fastrack in most of the campaigns. In 2004, Fastrack launched its range of sunglasses when a market research results showed the popularity of sunglasses, mobiles, deodorantsetc. among the urban youth. These products were looked at more as an accessory than utility by the Indian youth at the time. Sunglasses also fitted rightly as a brand extension for Fastrack watches. There was no Indian sunglasses brand at the time and it provided great opportunity...
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...Starbucks: Delivering Customer Service Starbucks achieved great success early on when Howard Schultz implemented a plan which was based on the coffee culture that was prevalent in Milan, Italy. His goal was to create a chain of coffee houses that would become a “third place” for people to go to relax and enjoy the company of others that was different from their homes or places of work. Starbucks’ brand strategy was highlighted by its mantra of “live coffee”. This mantra was used to help create an “experience” which was tied to the consumption of coffee. Schultz wanted this experience to be a part of people’s everyday lives. There were 3 parts to this strategy which included coffee, service, and atmosphere. Starbucks wanted to provide its customers with the best quality coffee there was. They wanted to provide service which they have referred to as “customer intimacy” where the employees would know their best customers by name and know what they like to drink. The third component is to create an environment where people want to come and stay. They did this by creating seating areas for lounging and layouts which were upscale to welcome those that wanted to stay longer. Starbucks’ has a very large number of locations which are located in very busy and convenient locations. They own nearly one-third of all coffee bars in the U.S., which is more than its next five competitors combined. Starbucks’ was known for its specialty/gourmet coffee, for being widely available...
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...B R A N D P L A N N I N G 1 < CONTENTS PAGE CONTENTS INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 1 BRAND POSITIONING MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 2 BRAND RESONANCE MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 3 BRAND VALUE CHAIN MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 B R A N D P L A N N I N G 5 INTRODUCTION Great brands are no accidents. They are a result of thoughtful and imaginative planning. Anyone building or managing a brand must carefully develop and implement creative brand strategies. To aid in that planning, three tools or models are helpful. Like the famous Russian nesting “matrioshka” dolls, the three models are inter-connected and become larger and increasing in scope: The first model is a component into the second model; the second model, in turn, is a component into the third model. Combined, the three models provide crucial micro and macro perspectives to successful brand building. Specifically, the three models are as follows, to be described in more detail below: 1. Brand positioning model describes how to establish competitive advantages in the minds...
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...Biography Page6-Page7 Summary of Leadership Style of Indra Nooyi Page8-Page9 Conclusion Page10 Introduction Indra Nooyi, one of the best business leaders in the world is a fascinating Indian born woman. She is the Chairman and chief Executive Officer of PepsiCo, which has the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. PepsiCo’s main businesses- Quaker Oats, Tropicana, Gatorade, Frito-Lay, and Pepsi-Cola make hundreds of enjoyable and wholesome foods and beverages that bring joy to consumers in more than 200 countries. With approximately $60 billion in revenue, PepsiCo employs nearly 300,000 people worldwide. Indra Nooyi embodies all the attributes of great leader. She has clear vision for PepsiCo, under her leadership PepsiCo was able to close its most important deals, the acquisition of the Tropicana orange-juice brand in 1998, and two years later the acquisition of Quaker Oats for $14 billion. She has an impressive personal skills, she is a very positive person she tries to keep her calm when facing a challenge. She once said “My father was an absolutely wonderful human being. From him I learned to always assume positive intent. Whatever anybody says or does assume positive intent. You will be amazed at how your whole approach to a person or problem becomes very different….” She also was able to develop a great communications...
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...Green Deo A Natural Deodorant Body Spray Developing a new brand Green Deo Course: Brand Management (MKT-416) Prepared for Md. Mahmud Zubayer Assistant Professor Department of Business Administration East West University Prepared by Name ID Section Razoanul Amin Talukder 2005-2-10-207 3 Md. Tanbirul Mahmud 2005-2-10-223 3 Khandaker Muradul Haque 2005-2-10-156 2 Md. Reaj Mahmud 2005-1-10-114 3 Mamun 2005-2-10-258 3 Date of Submission: 20 December 2009 10 November 2009 To whom may it concern I am approving that (1) Razoanul Amin Talukder, Id: 2005-2-10-207 ; (2) Md. Tanbirul Mahmud, Id: 2005-2-10-223 ; (3) Khandaker Muradul Haque, Id: 2005-2-10-156 ; (4) Md. Reaj Mahmud, Id: 2005-1-10-114 and (5) Mamun, Id: 2005-2-10- are the students of East West University and they have assigned to prepare a report on “Developing a new brand of Green Deo.”. For this reason they need to collect relevant data, information and things that will help them to prepare their report properly. This report is entirely for education purpose and the information will be provided by you will not be publish in anywhere. So your helpful support will be highly appreciable. Thank you...
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...Devry University: Entrepreneurial Finance December 05, 2010 The Entrepreneurial Story of Steve Jobs The Start of Apple Anusree Banerjee Table of Contents Executive summary 3 Pre-foundation partnership 4 Initial bootstrapping 4 Angel investors 4 Initial public offering 5 Success mantra 6 Appendices 8 Venture Capitalists tell their story: Arthur Rock on Steve Jobs 8 Preliminary confidential offering memorandum 9 Bibliography 10 Executive summary This report highlights the start of the entrepreneurial journey of Steve Jobs – the founder of Apple. The Apple journey started off as a partnership. Steve Jobs and Steve Wozniak had been friends for some time, having met in 1971, when their mutual friend, Bill Fernandez, introduced 21-year-old Wozniak to 16-year-old Jobs. Jobs managed to interest Wozniak in assembling a machine and selling it. They bootstrapped for the first product – Apple I. Mike Markkula was the first angel investor who showed belief in the product and the team. Markkula had made his fortune as a marketing manager at Fairchild Semiconductor and Intel, retiring at age 32. In 1977, Steve Jobs met with Markkula and convinced him that personal computers were an exciting opportunity. Markkula invested $250,000 in Apple for a one-third stake in the company and served as president from 1981-83. With Mike’s guidance and funding Apple ceased to be a partnership and was incorporated on April 1, 1976. Apple investors had a traditional exit...
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...Nokia – The Success Enablers From the standpoint of innovation policy and supporting institutions the success of Nokia could be related to the Nordic decision to create the common standard Nordic Mobile Telephony (NMT). This provided Nokia with a common Nordic market of 20 million techno savvy customers before anywhere else in the world. And it provided a perfect platform for ‘infant industry development’ . When Nokia had grown sufficiently large on the back of this market it was blessed by the European Union’s decision to create a common European standard for mobile telephony – GSM. GSM grew in rapidly both in geographical scope and functions offered. Nokia was among the best positioned companies to take advantage of this the then world’s largest uniform market for mobile hand sets - Moreover, the US market didn’t manage to develop a common standard, which prevented US companies like Motorola from competing on par with Nokia globally. The Nokia Management understood that design and being user friendly was more important than being over-engineered and Nokia mobiles appealed to more age groups and customer segments than any of its competitors. It pursued the policy of design and adoption of common platform principle which provided for the growth in product portfolio by allowing economies of scale. It also enabled vigorous investment in R&D. Analog communication technology gradually gave way to digital technology , enabling operators to host new services and creating...
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...The aim of customer relationship management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the customer. CRM techniques are the most widely techniques that had been used by the companies but as our study revolves around the small car dealers so we have collected some of the data on the existing structure of the CRM in the automobile industry by taking into consideration “Tata Motors”. To respond to high customer expectations companies are finding they have to use both traditional and emerging channels to deliver more effective efficient and profitable marketing sales. The training and reorientation of human resources for effective CRM and highlighted with its incisive exposition and vivid cases, the CRM effectively useful for business and marketing management. 4 C’s of Customer Relationship Management- • Correlate- series of transaction & interaction that makeup a dialogue between customer i.e. data is collected from all contact points. • Combine- mapping & management of interaction points between a customer. • Cognize-(to know): insight gained through capture & analysis of detailed information is to create continuous learning from data warehouse. • Connect- application of insight to create relevant interaction with consumers, customers, channels, suppliers, partners that build value relationships. The CRM Process- The formation process of CRM refers to decisions regarding...
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...difficult that once hired, life has new meaning. The mission, vision, and values may mean different things to managers. With a closer look into an organization, from the newest employees up to the experienced senior management, it is found that many of the staff members do not have knowledge enough to recall the mission and vision statement. The military is used as an example, setting the standard for other public and private entities. In this case, let's examine a human resources unit in the United States Air Force. The Air Force Civilian Services mission and vision statement aim to "provide elite administrative, operation and technical support for the Air Force vision; Global vigilance, reach, and power" ('Our Mission & Vision', 2016). The mission and vision statement must work together to meet the organizational goals. In examining the core competencies, one must consider the true definition and rationale. Also, the Air Force has a set of strategic goals that determine the long-range direction of the organization. The attitudes, behaviors and goals of each Air Force civilian in the group are meant to demonstrate alignment with the vision, mission, values, and competencies. For a company to manifest values and a culture that leads to success, these vital mantras must be reiterated, exercised, memorized, and done by all employees. Mission Statment There is a constant need for clarity and guidance in the workplace. Within the human resources of the Air Force organization...
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...period of time primarily because of their mantra: 100% natural and non-preservative fruit juice. Other factors of success in 1972 to 1993 I think have been: -‐ -‐ -‐ -‐ -‐ -‐ It included a high variety of drinks such as ice teas or diets. Not all of the products where as successful as others and here came the premium pricing strategy. The premium prices generated high revenues and accounted for any losses produced by any part of the product range. The bad advertising actually helped Snapple, which became something nice and cute, Snapple knew how to take advantage of this. Wendy and the brands ‘real people, real circumstances’ got to be close to people and made a connection with consumers. Expanding into New Jersey and Philadelphia Outsourcing production and development of the product as well as building distributors network across New York. The distributors network of 300 small businesses created great strength for the brands distribution. Question 2: Now look at the period from 1994 to 1997. Did Quaker make an error in buying Snapple or did they manage it badly? I think Snapple was a great company to purchase, in my opinion it was managed badly or mismanaged. I think Quaker maybe tried to change Snapple to what they thought it should be and that was a major failure. Maybe the problem was following the strategies they had with their other products to manage Snapple, when Snapple needed different management (its original management). I think Snapple stopped being ‘different’...
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... an Indian national law firm realized the importance of hiring and retaining talent was the source of competitive advantage (Kapoor). The firm developed an effective Human Resource Management system by establishing career growth based on merit, having discussions, and giving recognition to keep employees loyal and motivated. Merit pay systems have an advantage in helping businesses attract and retain top talent. According to the founder of Singhania and Partner, Ravi Singhania stated that a new employee’s salary increased by 50% before the employee receive his first cheque because he provide value to the firm, and he seemed happy (Goyal,2008). High achievers usually prefer to work for organizations where they feel their accomplishments will be acknowledged and rewarded. For established employees, merit compensation helps keep employees who might otherwise leave for better-paying opportunities. This system encourages stronger employees to stay with the company. In Singhania and Partner, Singhania held weekly senior management meeting and bi-weekly open house to discuss any dissatisfaction provide suggestion, and voicing opinions. Successful organizations understand that employees who are actually working and know the business can provide the best ideas (Goyal,2008). The management should have discussions with employees to get these ideas out of them. Through...
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...Success Comes from Corporation’s Innovation Student Name: Course Name: Instructor’s Name: Due Date: Success Comes from Corporation’s Innovation Abstract Innovation drives companies to progress. Also innovation helps countries develop. Therefore, companies and governments are much concerned about innovations. Various strategies are exerted on enhancing companies’ innovations. The success of companies and even the success of governments depend on innovations. This essay discusses the importance of innovations in companies and counties as well as the application of innovation and innovation strategies. Success Comes from Corporation’s Innovation Why are companies so concerned with innovation? Historically, human beings evolve from ancient to modern society mainly due to their creative ideas. Whenever several pioneers experiment with one idea, there will be a brand new era coming into beings. For instance, the revolutionary invention of wheels completely altered the life of people in late Neolithic. It also gave rise to the technological advances. Human beings are progressing significantly into the modernization. Thus, each great innovation has brought a drastic change to humans. In modern society, corporations, especially technology corporations, are much concerned to the innovation, for the reason of the amazing benefits innovations bring to corporations and society as well. How do countries and corporations foster innovation? There are consistently...
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