Discussion Literature Review According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental
References Brownlie, D., Saren, M., Wensley, R and Whittington, R. (1999) Rethinking Marketing: Towards Critical Marketing Accountings. 2nd ed. London: SAGE Publications. Capozzi, C. (2014) Perfume Market Analysis. [online].eHow. Available from: http://www.ehow.co.uk/info_7743468_perfume-market-analysis.html [Accessed 9 October 2014] Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering
Brand identity can be said to be an insider’s perception of the brand manager’s decisions of what he wants to communicate to its actual and potential customers. However, in a long while, a product’s brand identity may require, generating new attributes from consumer’s perceptions and not necessarily from the company’s marketing communication it provide
1. OBJECTIVES: • To analyse the marketing mix (4p’s) of nestle maggi. • To Findings 1. The marketing mix of nestle maggi is identified. 2. Strategies adopted by nestle maggi to maintain the brand image. 3. Brand extension is a technique in order to create a good brand image and increase the sales.
UK food and beverage industry now have multibillion businesses per annum and every company want to be part of its market as much they can capture. For that different existing companies develop branding strategy and introduce their new products using a well established brand name as leverage. To capture the
According to Lederer and Hill’s Brand Portfolio Molecule an organization’s product offerings are synergistically related. The Brand Portfolio Molecule identifies a large central or lead brand. This brand represents the most influential brand with the organization’s portfolio. Lederer and Hill also identify the strategic and support brands which influence customer purchases. The network of relationships that exist amongst the brands whether positive or negative provide a map for the marketer to manage the current product offerings the portfolio represents (p. 77).
BrainyQuote. (2016). Search Results at BrainyQuote. [online] Available at: http://www.brainyquote.com/search_results.html?q=beer&pg=3 [Accessed 4 May 2016]. Keller, K., Apéria, T. and Georgson, M. (2008). Strategic brand management. Harlow, England: Prentice Hall Financial Times.
In determining whether or not a brand extension will be successful, corporations and marketing strategists must attempt to build strong correlations between the existing brand and/or product line. A strong pairing or high-fit brand extension immediately associates a new line or extension with currently held views of consumers. The more dissimilar a new product
The practice of co-branding is a relatively new technique utilized in the health care industry, which applies when one organization markets its name alongside another brand name. In this example of co-branding, the government of Vietnam wants to create an affiliation with Stanford Medical Center and its major
Stanford Co-Branding Internationally Stanford Medical Center has the opportunity to co-brand with the government of Vietnam. Co-branding is a well-known scheme that is being implemented within health care systems in attempt to maximize marketing budgets and build partnerships. The Center goals will be to shift the original brand preference to the new co-brand successfully. Also, to train and educate the facility of doctors and nursing staff, as well as, help improve and monitor its quality programs. There are hazards, benefits, and constituents that must be taken along with developing the co-brand globally. This report will concentrate on these topics (Berkowitz, 2011).
Literature Review Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.
2. Can you ingredient brand where branding is not a common phenomenon? The reason companies start to co-operate is due to technological and psychological changes of the business environment. There are two reasons why this occurs (Uggla, 2000): First, technology and new distribution patterns open up new possibilities for cooperation where brand extension and brand alliances become more interesting from a strategic point of view. Second, consumers look for risk reduction, and brand extension and brand alliances might be the right strategies to reduce consumer risk. Strategies to meet the demands of a changing world are co-branding and ingredient branding.
This report will explain how Intel has developed a mechanism to align its branding and marketing strategy with those of clients in the home and office market computing sector. Intel’s use of an integrated co-branding
RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors. In addition, brands can become diluted as product or service offerings become commodities. When a brand loses meaning and relevance to target customer, a new brand promise should be defined so the brand can be repositioned.
1. What are the conceptual underpinnings of a dual-brand strategy? A dual brand strategy is the association of two or more already well recognized trademarks in a synergistic retail setting designed to benefit each, is one of the fastest growing areas in franchising. Numerous systems are learning that they’re significantly more effective in