Brand

RESEARCH & IDEAS How to Brand a Next-Generation Product Published: April 23, 2012 Author: Carmen Nobel Upgrades to existing product lines make up a huge part of corporate research and development activity, and with every upgrade comes the decision of how to brand it. Harvard Business School marketing professors John T. Gourville and Elie Ofek teamed up with London Business School 's Marco Bertini to suss out the best practices for naming next-generation products. Key concepts include: • Companies

1. What is a brand? Why does Unilever want fewer of them? 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

www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Accepted: February 9, 2011 doi:10.5539/ijms.v3n2p123 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and

time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline, Chris is considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences, seeking to maximize market coverage while minimizing brand overlap and at same time avoiding any brand equity damage, as its core consumer segment is quite different from the new targeted consumer segment. With this plan Chris expects that MMBC regains the beer market

According to (Brakus, et al,2009.) Brand experience created by the feelings and reactions associated with the brand. These feelings are brought about by brand design, communication, environment and brand identity. Brand experience is majorly centered on branding than other product concepts like brand personality, attitudes, values, equity, and association. The most important thing for a consumer today is whether the brand can add value to their lives through positive experiences. Morrison and Crane

I do not agree with the theorem that the successful brands are build on the successful products. It has been deliberate that the successful brands are built on the beliefs and not on the products. The most of the individuals don’t contemplate about underpinning the brand they develop but they necessitate offering a good product and earn a good income through selling it in the marketplace. Moreover, the thing on which most of the successful small businesses operate is the good and solid foundation

“Customer loyalty can make or break a brand.” How far do you agree with this statement? Increasing number of companies put the strategy of customer loyalty into focus. Marketers from different countries come to an agreement that combining customer development with customer retention can bring long-term impact on brand performance (Kotler, 2003). In specific, price premium, brand awareness and market share closely associated with brand profitability count on customer loyalty. For instance, loyal

of social media platforms aids and promote the sporting brands within the consumer behaviour. Objectives: • To define the social media and identify the sporting brands associated with consumer behaviour. • By examining how brand attributes influences the responses of the sporting brands in terms of social media. • By investigating how social media platforms in particular, Facebook, Twitter and Instagram affect consumers on sporting brands (case studies). • Recommend the social media marketing

You into My Life: Do Brand Personalities Rub off on Consumers?” Authors: Ji Kyung Park, Deborah Roedder John This report is a study of brand personalities and how they can “rub off” on their consumers. This is how the consumer perceives themselves after they use that brand. This article is important because it shows how a brand can affect the consumer. If a brand can capture a personality of a certain person, the more likely that person will stick with that brand. Brand loyalty is a very important

the foundation of the brand. A company’s certain brand. Once in the market, brand name will greatly determine its position in the fight for consumer. It can distinguish the product in a competitive position when its brand name has favourable associations which customers are looking for, or can be positioned in the lower rank when it has negative associations and impressions. Some brands are usually unknown to the customers in the market place while on the other hand some brands show very high degree