You Revitalize Your Labels

The case study Preserve the Luxury or Extend the Brand presents a fictional dilemma, based on a real company, faced by Chateau de Vallois, a prestigious and famous wine-producing estate in the Bordeaux region of France. De Vallois is a family owned and run business; part owners are Gaspard de Sauveterre - a 75-year old majority owner, and equal partial owners: Francois de Sauveterre – Gaspard’s son and the chateau’s CEO , and Claire de Valhubert – Garspard’s granddaughter. De Vallois had fallen into a slow decline under its previous owner, but Gaspard along with Jean-Paul Oudineaux, his estate manager, had restored the chateau and since then de Vallois had been steadily profitable

Distinguishing your brand is a function of leadership. Wise leaders factor into this effort the weight of facts, not feelings. Acting on an assumed brand distinction amounts to banking on a guess.

The chances of the company’s initiative in regaining its initial image could only be successful if it gives the existing marketing strategy a face-lift. For the company to regenerate the consumers’ interest in the new brands of products, it has to establish a link between the traditional product brand and the current brands.

The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new brand

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

as the older brands already existing in the market and those that they are familiar with.

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

Reducing cost structure while maintaining acceptable quality would be key to sustainability of brand investments and profitability , especially in light of the margin pressures which exist even in the premium

There are many theories to successful branding for products or companies. I remember that a professor in my undergrad mentioned that audience, being unique, being passionate, being consistent, being competitive and leadership (UNC, 1995). These factors are not a secret formula, you want your audience to have knowledge of your product, you want it to stand out, and your product should be passionate aligned with your audience, have consistent branding, be competitive in the segment group and most of all have people who can lead the product/brand thru the life cycle. Brand management and positioning for

However, marketers should not become complacent and they may seek to inject new life into the brand to prolong the growth stage and put off the onset of maturity. A mature product may need a facelift, and marketers must decide whether to support a declining brand or let it die a natural death.

First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.

The only issue I have with viewing a brand as having a lifecycle is that the branding process can take many years to develop (unless you have an overnight success on your hand).

One of the biggest issues of marketing today, is developing a valuable brand. Once a company is recognized as a brand leader, the company is able to expand its product line. Some of the biggest industries names are Gatorade, Apple’s iPhone, Google, and even America’s favorite past time: baseball, is learning ways to attract ticket sales to the stadium. Companies spend millions of dollars trying to develop a product line. Brand recognition is the most important part that any company or product can accomplish.

In the textbook POM, there is a case called Breakaway Brands in chapter 8. Brands are a key element in the company’s relationship with consumers. The textbook author says a brand is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to buyers.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.