Learning Objectives 1.To explain the value of branding 2.To understand brand loyalty 3.To analyze the major components of brand equity 4.To recognize the types of brands and their benefits 5.To understand how to select and protect brands 6.To examine three types of branding policies 7.To understand co-branding and brand licensing 8.To describe the major packaging functions and design considerations and how packaging is used in marketing strategies 9.To examine the functions of labeling and
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Often companies are led into international and even global markets by burgeoning consumer or customer demands‚ and strategic thinking is secondary to “filling the next order”. But putting strategic thinking on the back burner has resulted in marketing failures for even the largest companies. The consensus of the researchers and authors in the area reveals three relatively distinctive approaches that seem to dominate strategic thinking in firms involved in international markets: 1) Domestic market
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what they believed in. Narrative stories like myths‚ legends‚ poems‚ diaries and autobiographies come in handy as the best sources to learn about literature because they are exclusively primary sources to learn about writing styles. The article‚ “Branding Identity” says “The language a society uses to refer to persons with disabilities shapes its beliefs and ideas about them. Words are powerful; Old‚ inaccurate‚ and inappropriate descriptors perpetuate negative stereotypes and attitudinal barriers
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Country notebook: developing an international marketing plan Overview Working in teams of 4 – 5 students you will analyze a country’s cultural and economic environment in order to develop a marketing program for a specific product or service. The purpose of this assignment is to facilitate cross-cultural understanding and evaluate a country’s market potential. You should work as if you represent a company planning to expand operations to several new countries. Your job is to analyze and tentatively
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The Global Branding of Stella Artois* Synopsis Interbrew had developed into the world’s fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. More recently‚ senior management had decided to develop one of their premium beers‚ Stella Artois‚ as a global brand. This case examines the early stages of Interbrew’s global branding strategy and tactics‚ enabling students to consider these concepts in the context of a
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Marketing Article Review: Red Fire Branding: Create a Hot Personal Brand and Have Customers for Life Regina Adu-Boahene Grand Canyon University: MKT-607 (MKT-607-O500) December 23‚ 2014 Main Thesis In order to succeed in business you must understand the needs and wants of new and existing customers. Branding is used to get the attention of customers and keep them coming back for more. The beginning stages of branding can be time consuming‚ uncomfortable and difficult. In the article titled
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University of International Business and Economics Intercultural Business Communication Instructor: [Dou Weilin] I. Course Description This course is an introductory to intercultural communication theory and its practical principles in Chinese business context. Lectures in this course will touch upon the following topics: cultural values and thought patterns; face value and relations; cultural influence on verbal and nonverbal communication; intercultural business negotiation; intercultural
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Heineken N.V.: Global Branding and Advertising Instruction: 1. Each student will read the case(s) ahead of time before attending to the class. 2. Your group will be assigned to one or several questions in class. 3. After a thorough group discussion‚ your group will outline/summarize your answers into a PPT file and drop it onto the Blackboard’s drop-box. 4. Your group will present and lead the discussion of the question(s) assigned to you. Although the group in charge will be the major discussants
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BSBMKG605 Evaluate International Marketing Opportunities Assessment Task 1 Within this report I will assess and evaluate the current International Marketing opportunities of French wine company‚ Zie Beverages‚ and in particular will focus on the importation of wine into the United States. I will look to ascertain both the opportunities and risks that the US market may offer to Zie and will look to address each point to achieve an optimal outcome and an effective marketing policy for the company
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Brand Portfolio Company should run their brand as a portfolio. It helps marketing department to vary their focus on different brands according to the strength of the brands. Portfolio approach is not essential when there are small numbers of brands in a portfolio. Increasing the number of brands in a portfolio imposes complexity on product development‚ sourcing‚ manufacturing‚ distribution‚ sales channel model and marketing promotions. Company can try to invest in sub-brands if the brand is successful
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