Essays on Brand Identity

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

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 ...

Background

Successful modern business marketing lays emphasis on meeting the needs of the customers. This focus is a departure in the opposite direction from the traditional business whose major concern was selling its products or services. Corporate Social Responsibility (CSR) is one way of meeting not only the direct customers’ desires but also the needs and expectations of all the stakeholders of a business (Ortenblad 2016). Unethical profiteering practices of large companies and customer awareness due to free flow of information have forced many companies to make CSR a key strategic focus in their conduct of business. Besides enabling a ...

EXAMINING THE IMPACT OF SOCIAL MEDIA ON THE MARKETING STRATEGIES IN SMALL AND MEDIUM FIRMS. THE CASE OF GUERRILLA MARKETING APPROACH.

I: Introduction

The changes in the contemporary business landscape are driven by a variety of factors. External environment places more and more challenges for the companies, as they grow international, internationalize their chains and adopt new technology in thi relashionships with suppliers and customers globally. The external environment of a company is comprised of political, economic, social, technological, environmental and legal factors. Each of them has the significant impact on the ways modern companies conduct their business and build their ...

<<Student Name>> <<Professor Name>> <<Course Title>> <<Date>> 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. ...

2.0 Introduction As identified in the first chapter of the dissertation, this study will seek to examine the elements of luxury goods positioning and branding. This will aim at examining the cultural settings in purchasing these luxury products in the British and Kazakhstani contexts. This literature review will analyse authoritative sources and ground-breaking definitions that relate to core concepts and theories in the area of luxury fashion and branding. 2.1 Positioning Strategies for Luxury Brands “Brand vision and the culture, personality relationships and presentation are key components of corporate branding that builds brand identity” . Luxury fashion and products are ...

Strategic Messages to Different Stakeholders

Key message to executive: Introducing a new CEO Objectives: Issues: According to Koyne & Koyne (2007), the executive should know that the new CEO and managing partners are likely to reorganize the company through layoffs and dismiss top management. However, the top management can tell the new leaders that they want to help them achieve implement the changes. Porter, Lorsch &Nohria (2004) established that CEOs should focus on managing the organizational structure and not on daily operations. Additionally, the CEO at BrightStar should understand that his position does not give him the right to lead or a guarantee that the ...

Introduction

Gap, Inc. established in July 1969 in the state of California and reincorporated in 1988 under the regulations of the State of Delaware. The company is a leading international retail brand. It provides apparel, accessories, and personal care products for men, women and children. The products are sold under the brands like Gap, Banana Republic, Old Navy, Athleta, and Intermix (Gap, Inc., 2015). The report provides an overview of the internal and external environment of the company with the focus on identification of key issues and recommendations.

Political In relation to politics, various factors impact the apparel industry and ...

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 ...

Introduction

Brands have existed since ancient times, as evidenced by the fact that individuals have always used unique marks to distinguish their products from those produced by other individuals. However, the main reason for branding in ancient times was to prevent the theft of property. Despite the origins of branding, its main purpose shifted to enhancing the visibility of products as humans engaged in increased commercial activity with each other (Hampf and Lindberg-Repo, 2011, p. 1). Consequently, the concept of brand development arose. Brand development refers to the efforts taken to increase the success of a brand in the market ...

Brand revitalization is s strategy used to market a business and it is mostly implemented when a business reaches maturity where the profits have decreased and the business management is attempting to bring back the profits of the business. Moreover, product or business revitalization is mostly conducted due to various market forces that cannot be controlled, such as increased competition, when the customers taste and preference changes among others. Concerning Plaza health home services, there was a need to undergo brand revitalization because the one they had adopted was old fashioned and could not sustain the changing market forces. ...

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 ...

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 ...

Executive Summary

Allstar is one of the most recognized names in the packaged food industry across the globe. Allround is the most successful brand of the Allstar group in the allergy and cold relief market. Allround brand is a consistent brand success in terms of sales and profitability and along these lines, it has become the most crucial component not only for the pharmaceutical division of Allstar but for its entire business. For the reason, cash flow of Allround can facilitate them to take increased opportunities offered by the emerging markets. However, Allround has increasingly become a concern for the pharmaceutical ...

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

Globalization of economies and the strengthening of political and economic relationships in the European Union have had the significant influence on the development of retail industry in the country. The fashion industry is highly dependent on the social and economic trends. With increased mobility of individuals and the digitalization of the markets, companies are obliged to look or ways to further enhance their brand and become more responsive to increasingly dynamic fashion market and consumers, who are more demanding with regards to the short lifecycle of the products today, than ten and even five years ago. Moreover, competition on ...

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 ...

Business Case Study: Yahoo. Inc!

Background This paper seeks to examine Yahoo Inc. and give an in-depth analysis into the business financial, market, and general performances on the years 2010 and 2011. It further identifies the strengths, weaknesses, opportunities and threats facing the business in its operations and finally gives recommendations that could induce improvement of the business processes and approaches in a bid to increase its competitiveness, performance and stability in the market. It’s purely an objective compilation based on factual information derived from the company’s annual reports and an analysis of the same in the global market context.

Stakeholders and customer need

Yahoo is ...

Business Report Tim Horton Incorporated

Introduction The report chosen to be discussed for this paper was the one about Tim Hortons Incorporated. Tim Hortons Café and Bakeshop (THCB) is one of the fastest growing rivals in the fast food, café, and restaurant industry, one that is heavily dominated by McDonald’s Corporation. It has been a long time since a rival of the same caliber and sophisticated came this close to overthrowing the king of fast food chains, McDonald’s Corporation, from its throne. Having originated from Canada, the company has more stores in Canada than McDonald’s. It is important to note that ...

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 ...

Business Case Study: Yahoo. Inc!

Stakeholders and customer need Yahoo is a top player in online marketing through advertisement space and portals among other online marketing tools. Later, the company diversified its activities to include music, photo sharing, and blogging. Diversified activities aim at serving the customers' needs. Indeed, in the year, 2012Yahoo was ranked at position three regarding market share and some online visits as illustrated in the figure below. Figure 1: Internet use traffic data The company has faced serious management investment challenges that might jeopardize its return of investments and attractiveness to global investors. The dire blunt was felt in 2008 ...

Introduction

Facial and body care market is extremely competitive for a variety of reasons. Companies in the segment are forced to look for innovative solutions and compete on price, as the demand of the target customer group and the lack of product differentiation drive more severe rivalry and bring the product life cycle to a minimum. ODF and Dove are the major competitors in the facial care market, private brands and such companies as L'oreal, Nivea, and RoC, however, builds on competition in many specific product lines.

Current Situation Analysis

Launched in June 2000, Olay Daily Facial (ODF) facial cleansing cloth was an ...

Background

LEGO Group is a Danish, family business. Typical of family enterprises, growth is substantial in early company lifecycle phases, only to plummet – rapidly – few years later. The specific causes for LEGO Group's rapid decline in sales (and hence market share) fall into five strategic areas: (1) macroeconomic variables, (2) brand identity, (3) supply chain management, (4) retailing strategy, and (5) product design & development. As shown in every growth indicator, most notably company's cash flows over 1995 – 2004, LEGO Group has witnessed not only sharp decline in sales growth but also, sadly enough for company's owners and executives, a risk ...

LITERATURE REVIEW

Literature review When in the MSDI conference that was conducted in the late 1980s and at the beginning of 1990s, the concept of brand equity was discussed then participants agreed that there are two sorts of brand equity that includes financial brand equity and consumer based brand equity. Financial brand equity is related to the value of the company as it the brand of the consumer is treated as an asset. However, the consumer based brand equity (CBBE) is related to the value of customers because the brand adds convenience in the lives of customers (Cant, Strydom & Jooste, 2009). ...

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 ...

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 ...

1. Introduction: organization profile

Couture Fashion Week (CFW) is a set of fashion events most usually organized in New York. Started in 2003 by Andres Aquino, a luxury show producer, author, fashion designer born on Dominica, CFW organizes fashion weeks with participation of designers from all over the world. Started as a photographer and having covered thousands of shows in that role, Mr. Aquino launched Fashion Cyndicate Press – a fashion photography agency with big number of clients worldwide. Having made himself a name, he decided to use his charisma and experience in fashion to give his career a new development and to start organizing the fashion events. In ...

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 ...

Based in U.S.A. California Tesla Motors, Inc, specializes in cars designed and manufactured through electricity.

Founded by Elon Musk in 2003 the primary objective of the organization is to make the world free of oil based combustion engines and help the environment through electric cars which are affordable and at the same time gives a great fun drive (About Tesla, 2013).

Tesla Motors has been able to provide a car which is both beautiful in design and effective in dealing with environmental issues, Innovation is the key at Tesla motors and the intent is there to constantly upgrade the technology in ...

This paper highlights the market segmentation of the home health industry. Basically, it presents an in depth understanding of market segmentation and the description of the industry target markets. It as well presents a well developed value proposition for the home health industry’s product or service through differentiation and positioning. This is undertaken by analyzing the competitors and by as well analyzing the home industry service or product offered competitive advantages. Market segmentation is defined as the division of the targeted market into different homogenous groups (Gupta, et al. 2005). This implies that the market is divided into ...

FedEx is made up of several divisions. The most significant division, and market leader in its segment is its FedEx Express unit. The FedEx Express unit is the world's number one express service carrier. FedEx Express delivers three and a half million packages every day to two hundred and twenty countries. FedEx owns a fleet of six hundred ninety airplanes, and fifty thousand motor vehicles and trailers. FedEx Office retail outlets and shops offer document-related and business services. These retail outlets also function as hubs for other FedEx units ("FedEx corporation competition," 2014). When FedEx is measured against all other parcel ...

- 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; ...

Porter's Five Forces Analysis of Starbuck Porter's

Five Forces denote theoretical framework, which is applied in industrial analysis as well as strategy development. The five forces influencing competition in the industry comprise of the entry risk of new competitors, the rivalry intensity among the competitors, the buyers bargaining power, the suppliers bargaining power, as well as the threat of services or products substitute (Market Research World, 2008). Starbucks Coffee Corporation is an international coffee firm and a house chain of coffee, headquartered within Washington, the US. The corporation has created a consolidated income of 14.9 billion USD in 2013 with over 200000 partners as workers or employees ( ...

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 ...

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, ...

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 ...

[Insert name] [Insert subject] [Insert date]

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 ...

ABSTRACT

Brand image or identity refers to the view or perception of a brand not only based on its offerings and services, but also on its values and culture as perceived primarily by consumers. Organizations may utilize brand image to accomplish its goals or objectives by structuring an image that is interesting and acceptable to customers. In recent years, one of the ways that organizations consistently market or advertise their brand involves social media. The primary objective of this research study is to explore best practices in social media marketing towards brand image or perception management. To obtain data, the researcher ...

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 ...

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 ...

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 ...

Overview

Juice Club, the former name of Jamba Juice Company, was founded in 1990 by Kirk Perron and was presented as a health-food store. In the mid of 1990’s, the company started to expand using franchise strategy. In 1995, it changed its name for Jamba Juice Company that allowed differentiating in the market as the competitors started to offer similar products. In 1999, the company merged with Zuka Juice Inc. and acquired 98 smoothie retailing units. In 2006, the company went public having owned and franchised units (Dostal n.p.). The main problem is that all of the competitors are ...

Business

Given Unilever's geographic and category portfolio what are the megatrends Unilever should capitalize on and manage in seeking to attain their €80 billion sales target? Unilever was founded or started by the lever brothers who saw the need to meet the unfulfilled needs in the society such as hygiene and cleanliness through provision lifebuoy soap. The company would later merge with margarine, Unie, and Union to produce more than a third of the world's commercial oils and fats. In addition, it covered a wide geographical area than any other company worldwide. As time progressed, the company has diversified in terms ...

(Client’s Full Name)

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 ...

EXECUTIVE SUMMARY:

This report has covered the major marketing concerns that need to be undertaken by the new company, to flourish their operations in an effective way. Report has considered the most important aspect of marketing that is branding starting with an overview of global airline industry and its current operations, in the first part. While discussing the issues and importance of branding, it has recommended the desired brand identity for a new airline company. Second part has focused on strategies, to launch the airline service internationally, nationally and regionally. This part includes justified marketing mix for the airline company. Followed by ...

The Five Forces’ analysis suggested by Porter (2008) serves as a framework for analyzing industry and business strategy. It is based on industrial organization economics, and depicts the five forces that determine the intensity of competition and a market’s general attractiveness. The online retail market consists of numerous small consumers who enjoy lack of differentiation, in the sense that products are purchased based on price alone. The strong market growth and low fixed costs are appealing to new customers. The following is a Five Factor analysis of the online retail market in Europe, based on research conducted by Marketline (2013). ...

International Strategy Plan - BMGM Corporation

Executive Summary This report aims to enact the analysis of the development and formulation of an International Expansion Plan for the organization The Address that incorporates under its umbrella several brands of luxury hotels and resorts. For the time being the organization is operating exclusively on the UAE market and have developed strong differentiated brand in this location. The report will look at the specific country of entry – Japan that was placed into the focus of the expansion strategy. The analysis reveals potential room for development and favorable political and economic environment in Japan that will enable The ...

This is a world of rapid advancement and people now love to adopt latest trends in clothes, food, living standards, house building etc. with the passage of time people are demanding new consumer product that are featured with modern styles. Considering coffee, if we look at the present trend then coffee is now infrequently and rarely served as just black in simple. Now, it comes with creams, sauces, syrups, and price tags that go with every cup. Starbuckss and Dunkin’ Donuts are the name of two coffee giants (Carroll, 2013). In this paper comparison is done between two giants by ...

Introduction

Marketing strategies have been adopted by several business organizations so that they can capture a wider market and assure customers’ satisfaction. Often, poor marketing techniques have a negative impact on the sales and the general outcome of a business entity. These marketing strategies influence the decisions of the clients. Moreover, the general view of the public towards a company significantly influences customers’ behaviors. EBay being an internally recognized company has competitors in the market that has limits it from retaining all their clients throughout. EBay Company deals with several products targeting all individuals, male and female, household and commercial products. The company has ...

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 ...

Effectiveness

Effectiveness

Introduction

Knowing the principles of building an effective marketing strategy is core success factor in development of any kind of business. Broadly speaking, marketing strategy is a combination of marketing purposes and marketing plan that is sometimes determined as Marketing Mix (4 p’s Marketing). Understanding Marketing Mix of the Company helps understand marketing strategy used for gaining competitive advantage (Ferrell and Hartline, 2012). For the purposes of the current paper Sports Direct International was chosen. The paper will be devoted to the analysis of Marketing Mix used by the Company and analysis of success factors that help increase its ...

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 ...

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 ...

Book review

Aakers book Building Strong Brands is a work that builds on the growing recognition of the role that image and marketing play in international business. Beginning by defining a strong brand as being directly associated with brand awareness, the development of a reasonable hypothesis is developed (Aakers, p. 10). The presence of a strong brand equity position will benefit every level of industry including reducing associated marketing costs, positive brand associations, increased perception of quality and a much higher overall awareness of brand. However, the quest to build a strong brand is full of liabilities (Aakers, p. 27). Associated issues that are common in the building a brand ...

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 ...

Just to begin with, I would like to bring to your attention that for the purposes of this project, I met one of the senior executive officer who is responsible for marketing for a fast growing frozen yogurt chain with the name Yogurtland. After the executive officer provided us with a brief overview about the company, we were given the responsibility to conduct a comprehensive marketing research after which we were to develop a marketing program from the information obtained after conducting the marketing research.

Objectives

The following represent the fundamental goals or aim for developing this marketing program. After thoroughly performing our ...

Crises are sudden and unexpected events which are at times uncontrollable. However, with appropriate approach and strategy, most of its negative impact is mitigated. Crisis management is a relatively new field of management that deals with handling unpredicted and sudden changes in an organization culture. It is a form of management that responds to a threat towards an individual, a group of people or an organization. Crisis management includes forecasting a possible crisis and planning on how to deal with them effectively. It is widely accepted that at times a business entity would face a crisis that would deviate the normal course of the business operations. ...

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 ...

For a long time now, Lego has been one of the most outstanding recognized toy brands. For 70 years, since Lego commenced its operations, the company has been prosperous; however, the company made its first big loss in 2004 amounting to $ 240 million. With the top managers facing numerous challenges in the marketing sector, the company has concentrated its efforts on creating an effective marketing strategy due to persistent declined in profitability since 1999 to the year 2004. This aspect coupled with many other factors has raised concern regarding the effectiveness of the marketing sector. The intent of this thesis ...

Luxembourg is a potent brand due to its geographic and historical position. It is mainly branded through the use of customer based brand equity through the personalization of communication and customization of its products and services. It has developed a “Made in Luxembourg” label to distinguish its products and services when exported abroad. Luxembourg also has the “Luxembourg for Business” (LfB) brand which establishes a corporate identity for Luxembourg as a “brand with a pro business reputation. This paper discusses the development and further improvement of Luxembourg’s country branding through the following brand management components: Building a strong brand; Brand positioning; Choosing brand elements to ...