Sunsilk Promotion Strategy

With 81% of market shares in Brazil, Unilever is the leader of the Detergent Powder market. It owns three brands in Brazil: Omo, Minerva and Campeiro. Omo is the top brand of the portfolio and perceived as a high quality at a premium position. Minerva is a medium quality product with low brand awareness. Campeiro is a well-known cheapest product but with a low top of mind penetration. In order to

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).

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

In the theory, it defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate the offering from those of other competitors. Simply put, branding is one of the most important aspects of any business, large or small, retail or B2B, which is the promise to customers and tells them what they can expect from the products and services. (Lake, 2015) (Williams, 2014) Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand.

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

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

The brand strategy is long-term plans for the building of a successful brand to enable the organization to achieve long-term goals. Pot and Pan realize that a well-defined brand strategy has an effect on every aspect of the business and has a direct connection to consumers' needs, emotions, and the competition.

Unilever is an international corporation that manufactures Axe deodorant and body sprays. With sales over $100 million, teenage boys use Axe regularly. To market their products, Unilever

In the highly competitive Japanese skin-care market, P&G¡¦s new SK-II product has proven its success as a premium and prestige offering. P&G has gained significant knowledge transfers from SK-II development and further, has successfully tapped the fickle Japanese market and has devloped a loyal user-base in Taiwan and Hong Kong. With its phenomenal success, it is only logical that P&G consider rolling-out the SK-II product-line to the international market. However, while there is significant worldwide growth potential within the $9 billion prestige skin-care industry, based on recent organizational changes, new corporate priorities, and thorough market assessment, P&G must base its decision on current resources and capabilities to

A brand element is trademarkable device intended to identify unique goods or services and differentiate themselves from their competition. Brand elements are designed to enhance brand awareness by cultivating brand associations that are memorable,

Range brand architecture – One brand name is used for a range of products from the same area of competence. This kind of strategy is mostly found in the food industry and equipment industry. Examples are Heinz and

Importance of Branding: It is becoming increasingly more important for companies to brand themselves so that they stand out to the customer. This has more recently become more difficult to do as the internet becomes flooded with more and more content daily. The average consumer can be captivated by one viral article or video one day but forget about it tomorrow.

According to Arnold (1992) brand strategy is the process where the products are positioned in the consumers mind to produce a perception of advantage. This strategy is the execution of the organization vision, mission and objectives. The essence of brand should be reflected in everything the company especially that impacts the mind of consumers.

The hair care market’s growth rate in the United States is increasing with a much lower growth rate than Indian. Another key difference is that the key product segments are different in both countries. But the leading companies are the same in the Unites States and in India; they both have P&G and Unilever as two main players in the hair care industry.

Branding is the way that conveys the message of confidence, quality and reliability to their target market. Branding strategy is altered to differentiate the product from other competitors. The main purposes are product identification, repeat sales and new product sales. The first purpose is to develop a brand name with high brand equity that familiar and easy to indicates. Secondly, repeat sales depend on the development of customers’ brand loyalty to purchase the product again. The third purpose is to facilitate new product sales when introducing a new product to gain more attention and acceptance.