Brand Identity College Essays Samples For Students

Executive Summary

The main purpose of this paper is to analyze how Apple Inc, has become one of the worlds’ biggest companies through the implementation of superior marketing strategies. It has further discussed about brand identity and brand positioning which may help a firm to establish a strong foothold in the market and how Apple Inc has used it to their benefit. The paper further discusses how the Integrated Marketing Communications has helped them attain superior success compared to their closest competitors; Samsung and Google Inc.

Introduction

Apple was founded on 1st April 1976 by Steve Jobs and Steve Wozniak in Los Angeles, California; joined ...

Creating and Maintaining a Desired Brand Identity

Creating and Maintaining a Desired Brand Identity

Reference:

Kotler, P., & Lee, N. (2007). Creating and Maintaining a Desired Brand Identity. In P. Kotler, & N. Lee, Marketing in the Public Sector: A Roadmap for Improved Performance (pp. 107-131). Upper Saddle River, NJ: Wharton School Publishing.
Theme: The creation of an effective brand is instrumental to the enhanced awareness and success of the established identity associated with the brand.
Summary:
Contemporary organizations have endeavored to create a good brand identity with the ultimate goal of securing a desired strategic position in the minds of the target market. As such, the concept of branding ...

Brand Identity Discussion

In this rapidly advancing era, branding has move beyond identification of the products, and approached the management of brand meaning via expanded system of brand identity. The name of the business is representation of its identity, so it is necessary for a business to select its name in a wise manner. With the help of brand identity, products are differentiated. Differentiation is, however, important as it prevents the product from reduction to a commodity with the fierce price competition that is prevailing in the market. Superior image of the product is created with the help of brand identity. Mass ...

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MBA 6203 Final Project

Executive Summary
This report examines the importance of having a brand which stands out in the airline industry. Hence, the concept and philosophy behind the brand name, logo, slogan and brand identity of the Business Class Only Airline, LuxAirways based on the Kapferer’s Brand Identity Prism.
Furthermore, this report aims to make the best suggestions for launching LuxAirways nationally, regionally, and globally in respect of promotion, price, product and place. These suggestions would be made in light of the interpretation of the Travel Industry Forecast Review. It is the purpose of this report ...

Reference: Kotler, P. & N. Lee. (2007) Creating and maintaining a desired brand identity. In Marketing in the Public Sector: A Roadmap for Improved Performance. (pp. 107-132). Upper Saddle River, NJ: Wharton School Publishing.
Theme: Establishing a credible brand identity is very important in public sector as it is how you want your consumers to perceive and accept the brand.
Summary:
- A strong brand strategy plays a key part in building one of the most successful government-industry partnerships. ENERGY STAR EPA is a great example of this.
- A brand strategy must evolve by increasing the brand awareness through promotions, ...

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Branding Strategy: The Company plans to invest and efficiently manage its branding strategy to achieve its growth objectives. The core of the company’s success lies in implementing a relevant and coherent branding strategy. Defining each and every element of the branding strategy will enable management, customers and employees to understand what the brand vision is and what the company aims to achieve.
This is really important if the company has to fight and grow in a competitive market place. ...

External Analysis & Case Study

Introduction
The motorcycle manufacturer Harley Davidson Inc. has had a long and illustrious history as a heavy bike brand. Since its inception in 1902 (Harley Davidson, 2013) the company has deployed a strategy which focuses extensively on its core product, that of motorbikes with engines of over 700 cc, largely choosing not to diversify its product range and primarily relying on a loyal customer base and a strong brand identity for its revenues. The recent economic recession has resulted in the declining profitability of the organization, triggered by a decrease in demand for the Harley Davidson’s (HD) core product range. This has forced HD ...

Analysis of Fogo de Chao Service Marketing

Abstract
Contemporary challenges in the business environment are determined by globalization and the increasing complexity of the operations of organizations, which grow outside their national cultures. The effectiveness of marketing strategies for these organizations given high diversity and specificity of business in each of the countries is one of the important discussions in academic context. Service marketing is significantly different from a product for several reasons. To look at the challenges specific to service industry in a context of the international operation, this document analyzes the strategy of Fogo de Chao, Brazilian multinational company, operating steakhouse restaurants in the ...

Product Repositioning

GAP Inc is one of the most well-known global retail giant with the global positioning strategy that says ‘Be the World’s favorite for American Style’. The global business comprises of GAP, Banana Republic, Old Navy, Athleta and Intermix.
In it’s hey days the brand identity connected with the target market as the brand used to represent ‘effortlessly cool’ (Monllos. K, 2015).
With the global business being, intense and dynamic with many retailers offering cheaper options and in house issues relating to supply chain and designs not being able to translate into current trends and creating an emotive ...

- What is brand resonance? Can every brand achieve resonance with its customers? Why or

Why not?

Brand resonance refers to the nature of the ultimate relationship and the level of
identification that the customer has with the brand. Particularly, brand resonance is significant for the brand. It includes the attachment with the brand, brand quality, engagement with the brand, and community of a particular brand user. Not every brand achieves resonance with its customers because of one possible reason, inefficient marketing activities. There are several reasons to be brought under consideration that not all brands achieve resonance with its customers; ...

I. Company Overview
The apparel industry is a highly competitive and almost exclusively based on image. As fashion becomes "fast", i.e. designing and selling apparel becomes more for masses as opposed to a conventional haute couture model, established and emerging players alike are competing over an increasingly powerful market segment, namely Millennials, who continue to shape business across different industries. Forever 21 is one notable example of apparel companies competing, primarily, over Millennial customers. Forever 21, operating in seven countries in addition to Europe, is a notable example of an established apparel player adapting to continuous changes in apparel ...

Introduction

Globalization of world market has resulted in the integration of regional economies, societies and cultures through a globe-spanning network of communication. The result of the integration of national economies into the international economy through trade, foreign direct investment, capital flows migration, and the spread of technology is the increased competition for businesses. In order to succeed, a company must, therefore, develop a proper strategy. The strategy focuses on two things: a decision on where the business wants to go, and how to go there. The strategy will help it come up with a focus and plan for the market ...

It is important for every individual to have a brand to identify with. For this reason, I enjoyed the learning session which distinguished between a brand and an image. Your image is who your customers say about you while your image is what people say you are. I believe the best place for me to start building my brand is where I am working; building a good image brand is by leaving an impact or a dent in your area of profession. Creating ones brand requires that I have a clear vision in my life. If I have a vision I can articulate it and ...

Creating a Brand Identity

In creating a brand identity, the company I work for has designed a logo that incorporates the colors and major themes that associates with the company. The logo is included in every package for the products that are manufactured in the company. It is also used in all forms of communications between the company and stakeholders. It is usual to find the company logo on letter heads, brochures, banners, company vehicles and even in social media platforms used by the company. It becomes quite easy to identify the company and anything associated with it through its distinct logo.
The company ...

1.1
In the twenty first century the importance of global marketing has obviously increased. The international brands such as Heinz need to master the global marketing strategies to compete in multiple countries. Global marketing has emerged as a tool not only to utilize the market opportunities spread across various countries but also to compete with the ever-changing market challenges. A company that fails to manage its products globally runs the risk of losing even the domestic business to the competition. Heinz, with a history of 130 years have established its brand in more than hundred countries, and continuing to compete ...

Founded in 1937, Tiffany & Co. is a New York-based international jewelry and silverware producer with annual revenue of almost USD 3,8bn and USD 4,6bn in assets in 2012. The company is listed on the New York Stock Exchange with market USD 10,3 USD market capitalization. There are four key markets for the company: the U.S. representing 48 per cent of Tiffany & Co.’s sales, Asia-Pacific (21 per cent), Japan (17 per cent) and Europe (11 per cent) (Tiffany & Co. 12-13). From the marketing perspective, Tiffany & Co. is a perfect example of growth without compromise strategy – something closely related ...

Introduction

Coca-Cola generally referred as Coke, is an American multinational company, producing a non-alcoholic carbonated drink, which was invented back in the 19th century by a pharmacist John Pemberton as a patented medicine. When the drink started to be distributed in the country’s retail market, the sales were below expectations. The businessman Asa Griggs Candler, however. saw a great potential in the company and acquired it in 1891, laying the foundation to the strongest brand in soft drinks market throughout the 20th century under the leadership of the visionary businessman and, later, his oldest son. Importantly, Asa Griggs Candler ...

Analysis of the Chipotle Mexican Grill Service

Introduction
The purpose of this assignment is to conduct a multifaceted and complete analysis of the service, provided by the Chipotle Mexican Grill restaurant, operating in direct customer service in own physical space as well as catering. To narrow down this analysis and due to the limitation of the personal experience only to direct customer service in the restaurant, this document will look specifically at this aspect of the business. To better understand the proposition of the restaurant it is important to look at its business model. Founded in Delaware in 1993, today the organization operates over 2000 restaurants ...

I. Abstract
The study aims to explore and determine the importance of philanthropic marketing in business strategy with the help of understanding its concept in the literature as well as assessing the real world practice of the organizations. The philanthropic marketing is one of the new and most focused approaches in the field of marketing that is aimed to incorporate the business strategy in the social interest and welfare.
Manulife Cambodia is the insurance company in Cambodia that is mainly involved in community involvement and development using philanthropic marketing techniques such as donations to the schools, welfare of women ...

Introduction

Dhamani Jewels, a Dubai-based wholesaler of gemstones and retailer of fine jewelry, wants to globalize its luxury jewelry brand Dhamani 1969. Dhamani 1969 is aimed to compete with established fine jewelry lines like Graff, Cartier, DeBeers and Bulgari. Established in 2014, the brand is envisioned as the flagship for the company which has been in operation since 1969. However, the brand is entering a highly competitive luxury jewelry market. Also luxury jewelry brands sell as much on their craftsmanship as on their emotional connection to the buyer. Brand value is paramount and the challenge for the Dhamani 1969 brand ...

Background

Marriott International is a chain of hotels operating globally as an American company of hospitality, which is providing multiple services within the travel and tourism industry. It manages a range of hotels and other hospitality facilities in different countries of the world with a franchising strategy for internationalisation (Renner, 2010). The company was established in 1927 by J. William Marriott, which is now being led by his son Bill Marriott as Executive Chairman. Arne Sorenson is a Chief Executive Officer and President of the company. Currently, Marriott International is operating in 80 countries of the world, having more than ...

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About Costco

Costco is a warehouses chain operator, involved in the sales of a diverse range of products to its members. The firm operates nearly 663 warehouse in countries like USA, UK, Canada, and Japan to name a few (Costco a, 2014).

Porter’s five forces model analysis

An analysis of the external environment Costco is operating in is performed using the Porter’s five forces model (Porter, 1998).
Bargaining power of buyers or customers is weak. Costco, especially in Northern America has a wider presence. There are numerous consumers buying products in relatively small quantities (Costco b, 2014). There is no one single ...

Leadership is perhaps the most widely investigated filed of organizational behavior. This is possibly due to the reason that leadership plays a pivotal role in influencing the dynamics of an organization. Even if an organization is bequeathed with more than adequate resources, absence of effective leadership will lead to the organization not being able to function effectively. According to many theorists of organizational behavior, leaders influence people and that leadership involves influencing people to work toward desired goals. This paper is an analysis of the leadership qualities of the Chairman and CEO of one of the world’s best known ...

Abstract

Brand Building
Introduction
Building a brand is among the most important efforts that companies are trying to perfect and the accrued value as a result of such efforts are referred to as brand equity. With brand building, companies are able to expand their market, which in return encompasses success that reflects on the companies’ bottom line. The common basis of brand equity is the strength of the established relationship between the brand and its customers. The term customer loyalty is possible if the brand was able to establish a strong foothold on its customer’s awareness. In order to gauge brand ...

Internal Analysis

Introduction
Harley Davidson Inc. has managed to successfully establish itself as the premiere heavy bike brand in the world, through a corporate strategy that has relied heavily on careful brand positioning, continuous innovation and adaptation as well as an intensive focus on its core product. With a history that involves operations in three different centuries, HD has succeeded in overcoming several obstacles and navigating past difficult periods encountered throughout its existence, by reinforcing its key strengths and nullifying weaknesses. Harley Davidson’s position in a highly competitive and continuously evolving industry has been firmly entrenched through centuries of hard work and ...

Introduction

Sport marketing refers to all marketing activities that promote any kind of sport or sports products. In a broader sense, it refers to practically any marketing activity that would have sports in its content. In turn, sports social media marketing refers to sports marketing that utilize social media as one tool of communication in the marketing mix. It would seem that there is not really anything special or unique about sports social marketing. It is essentially marketing in practice focused on a particular product with a very clear understanding of its target audiences’ needs and of how to use social media to ...