Essays Tagged: "Brand equity"
A Glimpse of a true "Toy Story" The Mattel Legacy.
creative and unique innovations, and of course a plethora of toys, toys, toys!!When I use the term "brand equity" -- one I personally can identify with because it's very expressive, even though imprec ... de that their are 3 major steps that need to be addressed when explaining how Mattel built up their brand equity.Step 1 Revolutionizing marketing techniques to Mattel was as natural as M-I-C-K-E-Y--M- ...
Subjects: Businesss Research Papers > Marketing
How is the concept of congruency can be relevant to a revitalisation of brand equity strategy?
AbstractThe brand value can be evaluated thanks to a survey. This survey shows notably the consumers are aware o ... valuated thanks to a survey. This survey shows notably the consumers are aware of the brand and the brand association.This increase in attention can mainly be attributed to the fact that brands positi ... es.The main aim of this research is to deal with the impact and importance of the congruency on the brand equity.The exploration of these effects is made by referring to the literature of brand images ...
Subjects: Businesss Research Papers > Marketing
Branding and communication
BRANDING:Brands are part of a product's tangible features, the verbal and physical cues that help cu ... want and influence their choices when they are unsure.Coca-cola is an example of a company for whom branding play an important role in marketing strategy. A good brand is distinct and memorable.Profes ... tegy. A good brand is distinct and memorable.Professor John Philip of Syracuse University wrote: "A brand is a product that provides functional benefits plus added value that some customers value enou ...
Subjects: Businesss Research Papers > Marketing
Does Nike's recent acquisition of Converse strengthen Nike's position?
ivate investors in 2001 due to bankruptcy, since then it has successfully reestablished itself as a brand. One should look at various elements of the acquisition, and subsequently examine the strength ... ke's competition against rivals such as Reebok, Adidas and Puma.Firstly, there would an increase of brand awareness of Nike, as it has a larger target audience, (due to take over of Converse), meaning ...
Subjects: Businesss Research Papers > Marketing
TAG Heuer Asia Strategic Marketing Plan
y is to serve the upscale sports watch market. It will capitalize on the timekeeping technology and brand values. There is an untapped potential market that desires high-quality, stylish goods, but wa ... ntention to gain market share in the Hong Kong upscale watch market. The immediate goal is to build brand image and brand equity through marketing. To accomplish this, TAG Heuer will allocate majority ...
Subjects: Businesss Research Papers > Case Studies > Clothing, Footwear and Cosmetics
Dewar's Marketing Communications
For stopping a fifteen year decline of its market - since late seventies, Dewar's brand-name needs "urgent" repositioning, for becoming desirable to a new "breed" of customers, the s ... USA), who also had altered their patterns of consumption, either drinking less or changing tastes : Brand-loyalty has become a "rare bird" in the world of scotch drinkers, while aggressive price compe ...
Subjects: Businesss Research Papers
Corporate Social Responsibility leads to Profits
rate governance not being adhered will lead to affect the business severly. ResilienceBut the Dhara brand after Dropsy cases in India (threat of "Argemone Mexicana," the minuscule mustard seed look-al ... mustard seed look-alike which wreaked havoc in most of the states.) in September 1998 is a growing brand today . It's not that public memory is fickle , it is the Amul Brand equity build by the socia ...
Subjects: Businesss Research Papers
Consumer behaviour case- Bayer ibuprofen
s..........this?BenefitsSince Bayer has good reputation, they have the potential for high levels of brand equity. Because brand equity is based on the product position of the brand, consumers who pref ... r any symptoms, I will try them.RisksFailure of new product can hurt all the products with the same brand name. Consumer generalizes bad outcomes as well as good ones. If consumers feel new Bayer ibup ...
Subjects: Businesss Research Papers > Marketing
Levi's Dockers - creating a sub-brand
Qn 1) Explain what is Levi's brand image and what makes up its brand equity. In this regard, assess the role of its flagship 501 ... s up its brand equity. In this regard, assess the role of its flagship 501 jeans product. (40 marks)Brand image can be defined as perceptions about a brand as reflected by the brand associations held ... lly what exists in the mind of consumers, total of all the information they have received about the brand from experience, word of mouth, advertising, packaging, services etc. And the information is m ...
Subjects: Businesss Research Papers > Marketing
The Brownie Factory Case Executive Summary
gh cost, extended product line with small-volume items, fully occupied schedule, unprofitable, less brand equity, imminent competition threat. The core problem is how to transform the bakery into the ... ms. By cutting the size by 1/3, cost could be lowered down, quality maintained, capacity increased, brand equity easily established, overwork time lessened. Most importantly, profitability could be ac ...
Subjects: Businesss Research Papers > Marketing
Marketing report for Gillette Singapore
WOT analysis was used for possible growth. It was found that Gillette's strength lies in its strong brand equity that is capable of catering to all market segments. Her main competitor is identified t ... -3 series . Mach3 series include Mach3, Mach3 Turbo and Mach3 Power.1.1 Below table shows the major brands of Gillette:Product BrandAlkaline Batteries DuracellBlades & Razors Gillette, Mach 3, Sen ...
Subjects: Businesss Research Papers > Marketing
Analysis of the recent re-branding of Andersen Consulting as 'Accenture'
The marketing problem that Andersen Consulting faced in the need to re-brand after the split is to select a company name to position themselves clearly in the customers' m ... ould support their strategic objectives and positioning strategy.In services, a company name is its brand, which is a promise to its customers. For Andersen Consulting to re-brand themselves as 'Accen ... he new name and repositioning the business as a 'market maker' they would also want to transfer the brand equity from their previous brand name.StrengthsAndersen Consulting has been the market leader ...
Subjects: Businesss Research Papers > Case Studies
THE STRATEGIC ROLE OF BRANDING IN BUSINESS SUCCESS How Brand Identity Can Be Developed
AbstractThis coursework seeks to demonstrate how branding fits into a company overall business activities, and how its strategic importance has not o ... ll business activities, and how its strategic importance has not only remoulded the very concept of brand but also creating brand identity and brand equity. Within the confine of the Urde's Brand Orie ... and brand equity. Within the confine of the Urde's Brand Orientation model, the author uses the car brand- Jaguar to elucidate how brand identity is developed.BRANDINGWhether we are willing to admit i ...
Subjects: Businesss Research Papers > Marketing
Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value
s essay is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides ... r's (2003) excellent book also provides detailed information on each concept and its measurement.1. Brand knowledgeBrand knowledge refers to brand awareness (whether, and when, consumers know the bran ...
Subjects: Businesss Research Papers > Marketing
Brand Equity: Extending Brand Awareness and liking with Signal Detection Theory
Brand equity, which is a central topic in modern marketing, may be assessed from three perspectives: ... from three perspectives: customer mind set, product market outcomes and financial market outcomes. Brand awareness (memory) and brand liking are elements of customer mind set brand equity. The factor ... s (memory) and brand liking are elements of customer mind set brand equity. The factors determining brand awareness and likeability are also determinants of the change in financial brand equity. In or ...
Subjects: Businesss Research Papers > Marketing
Brand audit report is for Louis Vuitton
AbstractThis brand audit report is for Louis Vuitton. The purpose of doing this is to evaluate the brand equity o ... evaluate the brand equity of Louis Vuitton, both from the customers' and firm's perspective. As the brand equity is based on brand knowledge, (Keller, 2003) the brand audit is carried out through a su ... Keller, 2003) the brand audit is carried out through a survey designed to measure two components of brand knowledge; namely brand awareness and brand image. In conclusion, it was found that the consum ...
Subjects: Businesss Research Papers > Case Studies > Clothing, Footwear and Cosmetics
Cathy Pacific Brand Strategies
IntroductionCathy pacific brand strategies have been critically assessed using marketing mix tool that has given a clear image ... nt and implementation was carried out and the factors that could affect your suggestions for future brand development were highlighted. Cathy pacific is preserving its brand equity by the use of inter ... ertising and use of technology. Investment in more air craft is part of strategy development .Part ABrand strategy of Cathay pacific:Cathy pacific has achieved a lot of reputation, prestige, customer ...
Subjects: Businesss Research Papers > Case Studies
Dabur
INDUSTRY SNAPSHOTIndia Brand Equity Foundation states the Indian FMCG (Fast Moving Consumer Goods) sector as the fourth lar ... ulation, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. The period from year 2000-2004 saw slow g ... terests in Health care, Personal care and Food products. Over its 120 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products ...
Subjects: Businesss Research Papers > Case Studies
Strategic Management - Virgin Case Study
1) What are Virgin Group's distinctive resources/capabilities?The Virgin BrandFirstly, the Virgin brand is valuable in the form of brand equity, where 'Virgin' is one of the ... Virgin brand is valuable in the form of brand equity, where 'Virgin' is one of the most recognised brand names in the UK, and is also well-known in other important markets including Europe and the U. ... nown in other important markets including Europe and the U.S.A. Based on 1990s research, the Virgin brand was recognised by 96% of UK consumers (Case, p.685). Secondly, it is rare for a brand to have ...
Subjects: Businesss Research Papers > Case Studies
Driving Forces Of Beer Industy
Driving Forces of Beer Industry Brand Equity A strong brand name is key to maintaining a strong competitive advantage. Brand equity ... ng the company above-average returns. Focusing on quality and taste are the main ways in building a brand name. In the era of slow growth within the industry, the only way for companies to gain market ... umers. Unlike tobacco, the beer industry still has permission to advertise. The strongest leader in brand recognition in the industry has to be Anheuser-Busch. By reinventing their marketing campaigns ...
Subjects: Businesss Research Papers