Contemporary Brand Management

7413 Words Dec 30th, 2010 30 Pages
Contents Page

Section……………………………………………………………………………….. Page Number

1. Introduction……………………………………………………………………… 3

2. The Brand………………………………………………………………………... 3-4

3. Brand Positioning………………………………………………………………… 5-8
3.1. Positioning Strategy……………………………………………………….. 6-7
3.1.1. McDonalds………………………………………………………….. 7
3.1.2. Burger King…………………………………………………………. 7
3.1.3. Greggs PLC………………………………………………………… 7

4. Brand Analysis……………………………………………………………………. 9-14
4.1. Brand Identity……………………………………………………………….. 9
4.2. Brand Logo………………………………………………………………….. 10
4.3. Brand Name………………………………………………………………… 11
4.4. Brand Image………………………………………………………………... 12-13
4.5. Brand Pyramid……………………………………………………………… 14

5. Retail
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). This definition states that a product is tangible, meaning it is something that you can actually touch such as a can of coke, a packet of crisps or a sandwich. Products can also be intangible for instance a train journey, hairdressing or consultancy these you can’t actually touch or keep but you pay for the experience and these are generally known as services.

Doyle and Stern (2006, p.33) also back this argument up by saying that a product is anything that a firm offers to satisfy the needs or wants of customers. They also state that this can be a “physical object” for instance a “soft drink, car or a computer”, but this could also be an “intangible service such as a haircut, consultancy advice or a holiday”. Where as a brand described by Brassington and Pettit; “consists of any name, design, style, words, or symbols, singly or in any combination that distinguish one product from another in the eyes of the consumer” (2007, p.187).

3. Brand Positioning
Brand positioning can play a pivotal role in the overall success of a brand and is described in the following ways. Kapferer (2008 p. ) argues that “brand positioning is about emphasising the
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