Positive Pictures Trade Between Brands Essay

5. Describe at least three characteristics that you want people to associate with your brand. (1-3 sentences. 3.0 points)

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.

Commercial companies use many different methods to sell products to the public. They use commercials and logos to manipulate the ways people think. While using public figures or sports icons to connect with the general public emotionally. In this paper I will be writing about two sports drink giants and how they use credibility, emotion, and logic to sell their product.

The brand elements that would be most useful for differentiating the product of Tyson Foods from their competition are memorable, meaningful and transferable brand elements. Utilizing the brand elements of memorable and meaningful will build the brand of Tyson Foods. This brand element will convey a uniform quality, credibility and experience of Tyson Foods (Goodson, 2012). This will add value to the company because Tyson Foods is well known and they are more than just a product and name in the poultry industry. The brand element transferable will help leverage and preserve brand equality against challenges from Tyson Food competitors (Kotler & Keller, 2012). The brand element transferable is a defensive brand element choice criteria. Appropriating the transferable brand element will employ a defensive role in the brand elements. This should maintain the equity of the brand and preserve the brand in the face of various opportunities and constraints (Francis, 2010). This section will provide an elaboration of the brand elements memorable, meaningful and transferable and why using them will differentiate the product of Tyson Foods from their competition.

In this source Jeremy Gregg discusses the reasons for the increase in the popularity of sports sponsorships, providing statistics to show how Herbalife’s athlete sponsorships have resulted in the business’s increase in revenue. The article makes it clear that sports sponsorships are growing at a faster rate than other types of marketing, such as advertisements, and public relations. Jeremy Gregg makes note of the fact that by Herbalife securing its logo on the jerseys of a multitude of famous sports stars, it has put Herbalife branding before millions of sports fans around the world. Gregg argues that sports sponsorships being an indirect form of marketing expose potential customers watching a game, to the business’s branding, without them having the choice of viewing it as they would have had in branding done over an infomercial. Marketers have found that Herbalife has grown too large to rely primarily on its distributors to market the company and hence has shifted their chief form of marketing to a more credible form of marketing than

7. Walmart's __________ can be described as "everyday low prices for a broad range of products that are always in stock in convenient locations."

Identifying and incorporating the brands values are just as important as the design. The brand values must be highlighted and analyzed before a design is produced. It allows Ziba

see the wearing celebrity’s transgression and if any negative implications allotted by purchasers will stretch out to their brands. However this sample additionally demonstrates that those backers whose relationship with Woods was focused around his "non-item" characteristics, (for example, his uprightness, unwavering quality, trustworthiness and so on) were speedy to force their help, while those whose sponsorship is focused around the golfer’s item related traits (his playing golf achievement) have kept up their relationship. Whether these backers’ choices were focused around any true proof of how the embarrassment affected the mentality of their shoppers.

The following case study will evaluate the reach of promotional culture in relation to my chosen artifact, one of the most popular luxury sport utility vehicles (SUV’s) on the market the Range Rover Sport. Promotion is all around us and some even argue it is an unescapable aspect of our society. Society in the twenty-first centruy is known to be constructed off of promotion and commodification. In order to evaluate the impact of promotional culture on my chosen artifact as well as on me as a consumer, key concepts such as the society of the spectacle, aestheticization of everyday life and luxurification will be contrasted, compared and analysed alongside the artifact in order to show the unavoidable reach that promotional culture has on consumers today.

In order to effectively market products to consumers, marketers must be able to understand how product attributes can contribute to a consumer’s core values. The “micro” approach of a laddering styled interview, allows researchers the ability to understand the level of importance each attribute has to the consumer on a more intimate, individual level. Based on which attributes rank highest, marketing implications such as advertising and market segmentation can be carefully deliberated. This essay will reflect upon an interview with Jefferson Erazo, in which I used the laddering technique to discover how specific attributes of the $900 chain and earrings set he purchased for his wife contributed to his core values.

Product placement can be considered a new marketing tool when associated within motion pictures and television. It can result in a more positive brand attitude when the product is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of product placement and it's use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue.

The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today 's highly competitive environment.

Images of prestige are associated with the brand when consumers see that big personalities use them (Katyal, 2012, p.5). The true expanse of a celebrity endorser to the brand is to give it a distinguishing identity and impart values (Blige, 2012, p.12). Boorstin (2012) concluded that it is easy for the brand to get a celebrity endorser, but to utilize them in the right circumstances is challenging (p.3).

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

A) a brand promise B) a brand personality C) a brand identity D) a brand position E) a brand revitalization Answer: A Page Ref: 245 Objective: 2 AACSB: Analytic skills Difficulty: Easy 11) Identify the four pillars of brand equity, according to brand asset valuator model. A) relevance, performance, bonding, and advantage B) presence, performance, advantage, and bonding C) energized differentiation, relevance, esteem, and knowledge D) brand salience, brand feelings, brand imagery, and brand performance E) energized differentiation, esteem, brand feelings, and brand salience Answer: C Page Ref: 245 Objective: 2 Difficulty: Easy 12) Christian Louboutin is a footwear designer who launched his line of high-end women 's shoes in France in 1991. Since 1992, his designs have incorporated the shiny, red-lacquered soles that have become his signature. These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands. In accordance with the brand asset valuator model, which of the following components of brand equity has Louboutin fulfilled in the given scenario? A) energized differentiation B) relevance C) esteem D) knowledge E) advantage Answer: A Page Ref: 245 Objective: 2 AACSB: Analytic skills Difficulty: Moderate