Brand

Question 1: Define what is meant by "brand equity" and discuss what a company can do to maintain brand equity. Brand equity is a valuable asset of company with a positive financial value. In fact, brand equity is the value captured by the brand. A brand equity is an intangible or tangible asset that set a company apart from its competitors. It’s the consumer’s perception about a product or service. Brand equity is the consumer’s feeling and beliefs about a product and service. Employees must understand…

INTRODUCTION “A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It…

It is universal truth that luxury brand industry is still booming even during financial crisis because today 's people have the right mind-set that luxury products are purposeful and well thought out. In other words, they want to show off their wealth and personal status. Main Forces The Macroenvironment Facing The Luxury Brand Industry Analysing the macroenvironment facing the luxury brand industry, there are demographic forces, economic forces, cultural forces and technological forces.…

Marketing 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…

Brand Relationships Fournier (1998) explains relationships with brands as relationships being purposeful by adding meaning and structure to life by shaping personality, changing self-concepts through expansion, or reinforcing the self-concept through mechanisms of self-worth or self-esteem. Relationships are deeply rooted in personal history and are central to one's core concept of self. They help resolve life's themes that are central to the individual and may deliver on important projects and…

positive image for a product. A firm can choose several positioning strategies, including strengthening the current position, repositioning or try to reposition the competition. (Hartline,2005) Brand repositioning is one of the most effective ways for a firm to solve tough situation. A firm should reposition its brand under the following four circumstances: when the first position is wrong, when there is strong competition in the marketplace, when the target consumer is to be changed, and to rebuild a brand’s…

Group 2 Members: Brittany Fay, Elizabeth Butkus, Joy Varnay, Keith Shelton, Eric Barnes 1. a. Brand Differentiators: A key brand differentiator for LEGO is their themed LEGO playset series. This differentiator is a feature type as each set series is uniquely sub branded to highlight the theme of that series to the characteristics of the feature it is highlighting. (LEGO, 2016) For example, LEGO Architecture series is a branded series of miniature LEGO pieces that are themed around real-life…

Brand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand,…

different brands of biscuits and demand as compared to other competitors. It also highlights the changing market trends an consumers preferences, why they have shifted family pack to pouch pack. The present study on Biscuit Industry is also trying to find Consumer Perception about different varieties of biscuits and Availability and how Price, Environment, Packaging , Quantity , Easy affecting the sale of biscuits. Variety are The advertisements have an impact on the formation of brand image. The…

Global 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…