Brand
6/9/2013
Matthew Hull, Scott Love, Nikole Phillips, Jason Wilcox
Predict 450
Matthew Hull, Scott Love, Nikole Phillips, Jason Wilcox
Predict 450
Game Console Brand Equity
An analysis of forces involved in Xbox, Playstation and Nintendo brand equity
Game Console Brand Equity
An analysis of forces involved in Xbox, Playstation and Nintendo brand equity
Introduction The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing analytics research continues to develop theories and models for uncovering these important components of the product sales cycle, certain components differentiate themselves through importance and impact. Brand equity is one …show more content…
Branding research and execution company, Stealing Share echoes the idea that brand equity can be differentiated between primary brand and different platform brands. Their analysis highlights Nintendo’s successful attempt to invigorate waning brand equity with the departure from traditional game console design and acquiring of new demographics (Stealing Share, 2010). Their analysis goes further though in detailing that shifts amongst primary brand and secondary brand the difficulties faced by gaming consoles. This problem highlights brand equity as a necessity amongst consoles due to the proliferation of titles across many platforms and the losing proposition of “strategic pricing, speed to market and a wing and a prayer” (Stealing Share, 2010).
Brand equity importance is clearly a key factor for gaming consoles as they strive to compete for market share. Brand equity across titles can have an impact on the console brand equity and is thought to also play a role in the purchase decisions of less informed consumers and act as a proxy for quality valuation when traditional quality factor data is not available (Storgards, Tuunainen, & Oorni, 2009). However, the
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Brand and Pepsi
3309 Words | 14 Pagesbefore a race." The advertising theme "Delicious and Healthful" was then used over the next two decades. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. But how has this iconic brand become a legend? More importantly is why consumers are still purchasing Pepsi? The purpose of this assignment is to demonstrate how Pepsi has become a success utilizing the consumer decision making process as the framework upon which the principles…
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Brand Positioning
2137 Words | 9 Pagesnumber of brands which are next best, but only one brand that is the best. In a number of product categories like TVs, cars, personal computers, paints, razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called its Positioning. It entered our mind on account of communication through advertising, word of mouth, product performance and other factors. Thus, Positioning is the outcome of our perceptions about the brand relative to…
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Brand
2697 Words | 11 Pages6/9/2013 Matthew Hull, Scott Love, Nikole Phillips, Jason Wilcox Predict 450 Matthew Hull, Scott Love, Nikole Phillips, Jason Wilcox Predict 450 Game Console Brand Equity An analysis of forces involved in Xbox, Playstation and Nintendo brand equity Game Console Brand Equity An analysis of forces involved in Xbox, Playstation and Nintendo brand equity Introduction The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing…
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Brand Association
4961 Words | 20 PagesBRAND ASSOCIATIONS AND CONSUMER PERCEPTIONS OF VALUE OF PRODUCTS BY NZUKI KITHUNG’A PETER UNIVERSITY OF NAIROBI PAPER PRESENTED TO SUPPLY OF ACADEMIC PUBLICATIONS (SAP) CONTENTS Page 1. Background Meaning of a brand and Its Importance 2. Theoretical Framework on Brand Associations Perceptual Dimensions of Brand Associations Brand Associations and Value Creation Brand Association and Value Creation Model 3. Measurement of Brand Associations Less Structured Approaches Structured Approaches 4. Research…
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Starbucks Brand
1422 Words | 6 PagesCorporation: Managing a High Growth Brand 1 One of the main keys for success for Starbucks in building the brand is their focus on quality, starting by the quality of the whole bean, the freshly roasted gourmet beans, its packaging, transportation, until its brewing. This has served as a main differentiator between Starbucks and other brands. Starbucks has succeeded to position itself as a unique quality coffee provider. Starbucks also managed to build its brand with the perception of a “complete…
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Red Bull - the Anti-Brand Brand
6119 Words | 25 PagesMarketing Communication: Research and Planning Spring exam 2012 Red Bull – The Anti-brand brand Question 1: Red Bull was launched in Austria in 1987, and in the 25 years that has passed since then, many things have happened that could and should affect the way Red Bull markets and brands its product as opposed to how it was done in the years after the launch. All though Red Bull was launched in 1987, it was not until 1992 that the company began expanding its distribution – first to other…
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Brand Equity
2512 Words | 11 PagesIntroduction Indomie is one famous brand of instant noodle in Indonesia is produced by PT. Indofood Sukses Makmur Tbk., The first time Indomie hits the market was on 1970, people doubted that selling instant noodle as one of the staple food in Indonesia, but the company proved the people’s judgements were wrong (www.indomie.com). Indomie accounted for approximately 37% of net sales and 39% of income from operations in 1999. The Company produces a wide range of instant noodle products with prices…
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Brand Equity
10809 Words | 44 PagesUNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS Kevin Lane Keller Tuck School of Business Dartmouth College UNDERSTANDING BRAND EQUITY ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980's was the concept of brand equity. The emergence of brand equity, however, has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy -- which heretofore…
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Brand Community
3351 Words | 14 PagesBrand Community Introduction During the last fifteen years, there are many popular subjects: relationship marketing and brand building,etc.These hot subjects encourage interaction and speed up the incubation of new sources of disciplinary growth: Brand Relationship(the relationship between consumer and brand).In Brand Relationship theory sysytem,more scholars focus on the relationship between consumer and brand, but Muniz and O’Guinn(2001) did more research on the relationship among consumers,…
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Global Brand and Local Brand
1446 Words | 6 PagesGlobal brands Vs. Local Brands Introduction According to Ger, Belk and Lascu (1993), advances in communications and information systems technology have shrunk distances, thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets, branding plays an important role in its marketing strategy. Many consumers use brands as clues to…
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