How The Recent Acquisition Of Sunseeker Yachts

ships, enhanced brand image and increased brand awareness. Thereby exploring the possible connection between Formula One sponsorships and brand equity.

In spite of Carnival Cruise‘s hit, company executives plan to redefine the brand to improve brand equity--the worth of the brand due to customers' brand knowledge and the effect of this knowledge on brand marketing and customers' assessment of brand value. A risk that can come with the change of a successful brand, even if it is evolutionary, and not revolutionary, is the effect of brand confusion. Developing a recognized brand demands an understanding of customers' needs and wants and a comprehensible vision about the brand's core meaning.

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

Furthermore, very few studies have been conducted on measuring the different impacts of the WH brand on tourism. Therefore, the academics urge the need of enhancing the research in these points (king, 2011; Silvanto & Ryan, 2009; Hall and Piggin, 2002; Tisdell and Wilson 2002). In particular, Huang et al. (2012) and Yang et al. (2010) lament that most of these studies are delimited to one single site. Critically, some of the conducted studies have received a criticism based on a flaw in their methodologies (Cellini, 2011; King, 2011). To conclude, the research finds a huge gap on these subjects, and objectively aims at adding a

According to the research, Mercedes, BMW, Audi and Lexus occupy almost 90% of sales in China's luxury car market. However, the Chinese luxury market still has room for some other competitors to come in. And that’s why Geely merged Volvo. It is more preferable for Chinese customers and easier to help the companies expand the sales. So Volvo in China should keep her own luxury brand to satisfy the domestic customers’ needs.

China: A market considered to be a giant in fashion and luxury. As lucrative and attractive for many brands as it may seem, it is equally delicate and peculiar to operate in and grasp its opportunities and benefits. Therefore, as high of a return that this market can bring to a brand venturing into it, as high of a risk and challenge it is to successfully operate in it.

A key issue for the leadership of Harley-Davidson is whether the strength of the Harley-Davidson brand will continue to grow, especially in global markets. Further, do global customers, view the brand simply as another symbol of American culture, or do they see Harley-Davidson as a truly global brand?

relevance in the context of global branding. In doing so, the paper will present literature

Luxury goods serve a purpose that extends way beyond functionality and need. A bag that costs $15,000 or a pair of shoes priced at $500 does not necessarily signal that they perform better than goods priced significantly lower. The disproportionate prices of luxury goods reflect so much more than the eye can see, the history behind the brand, the story that it tells, and the scarcity and exclusivity it aims to achieve in the mind of the consumer. A premium brand, by contrast, can generally be described as a good that a customer pays more for because they are getting higher quality product. Luxury brands are not inherently inferior because they do not offer higher functionality. Sometime signaling the belonging to an exclusive group is important to a person, and thus worth the monetary cost. A premium product, though, is a good that people are willing to pay more because they believe they get more, whether that is higher quality or better performance. A customer does not purchase a luxury product because they know it will perform better, they purchase it because of the status and appearance that it signals to those around them.

The weakness for the star cruises is limited routes. They only offers some outbound destination like Australia, China, Cambodia, Hong Kong, Indonesia, Japan, Korea, Malaysia, Singapore, Thailand, Taiwan and also Vietnam. Star cruises should take action to expand their routes so customer got the variety choice to choose the destination. Not only that, they should also come out with marketing strategy to attract customers to purchase it such as promotion packages, advertising throughout social media and more.

In keeping with the image they were creating for the new firm, they were planning a ship they could be proud of, one that had unique features and warmth in its design. “I wanted a ship I would want to sail on as a luxury consumer,” Rodney recalls. Working with renowned designer Robert Tillberg as the leader of the design team, plans emerged for a ship that would help the new firm to redefine luxury cruising. At 50,000 gross tons and carrying just 960 passengers, it would have one of the industry’s highest space ratios. Princess had introduced the broad use of private verandahs with a quarter of the Royal Princess’ cabins, followed by thirty-eight percent on the mv Royal Viking Sun. Crystal would take it a step further with fifty-four

The Firm’s 94-year history is grounded in undervalued securities, first as a market maker, then as an investor and investment advisor. The Firm’s investment approach derives from the work of the late Benjamin Graham, co-author of the first textbook on investment research, Security Analysis (1934) and author of The Intelligent Investor (1949). Graham, through his investment firm Graham-Newman Corp., was one of the Firm’s primary brokerage clients in the 1930s, 1940s, and 1950s. It was through Graham that the original partners of the Firm developed brokerage relationships with investment legends Walter Schloss and Warren Buffett …

The objective of this report is to understand the manner in which the global luxury brands are residing or extending their reach worldwide. It is also focused on the manner in which the brands are creating a deeper brand value and making the customers to engage with their brand. The other aspect that is being focused is regarding the company B&O which has managed to expand its business by adapting to varied cultures of the markets in which it has diversified its business. It has also focused on the manner in which the various brands have diversified into various markets. The prime comparison has been drawn between B&O,Harman House and Apple and it is observed that the products of B&O are considered to be more technologically superior to Harman House.

Brands have become a primary role in modern society, which are included as a main part of a business’s capital (Kapferer, 2004). According to Lin and Hsu (2009) the brand image has been gradually recognized as a major topic for many marketing organizations. An excellent brand image not only helps companies to build market positions, but also makes it stand out from many competitors. Moreover, it is important that a successful brand should establish a good brand’s reputation, thus to win the trust of consumers. The key issues for managing and improving brand image may include following: whether the firms of different type, size or age should concern the same elements of its brand image? What different elements should they pay attention to?

It has become more and more obvious that a company that will develop a strong brand will gain a better competitive advantage than those that stick to just supplying materials. More and more Chinese companies have realized that in order to serve and gain more value they have to invest in their own brands. However, no matter how much effort the company is giving to developing its brand, the foreign consumers still believe that the Chinese company produce cheap products with a low quality. An example of this statement is emphasized in the October 2006 online survey provided by Bell (2007). 84 Germany were asked “when you think of Chinese products, what are your first five associations and thoughts”. The most common answers for “Made-in-China” were “fake labels and no