[pic] [pic] Case Study: Micromax Mobile Brand personality: The Micromax mobile made its mark in Indian market in 2008 which is currently being dominated by Nokia who is the leader. It was started by the following four innovative minds. Company History Though the company started making mobile phones only in 2008‚ it was founded in 1991 by Rajesh Agarwal as a distributor of computer hardware for brands like Dell‚ HP and Sony. In 1999 three of his friends — Sumeet Arora‚ Rahul Sharma and Vikas Jain
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RESEARCH PROPOSAL “ THE IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND PROMOTION “ INDEX 1. Introduction 2. Objective 3. Hypothesis 4. Literature Review 5. Framework 6. Methodology ( questionnaires ) 7. Limitation 8. Timeline 9. Reference Introduction Brands often use celebrities to get an impact‚ make an image of a product or a brand and to promote their product‚ because they are seen by the public as credible source of information about the product or a company. Since people
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Use of company branding in the marketing mixIntroduction.The JB HI-FI company brand has established itself as a leader amongst Australian home entertainment retail stores. Their philosophy has always been to provide Australians with the cheapest prices and biggest range. As a value player in the entertainment electronics retail market‚ JB HI-FI has continued its’ marketing theme of “Cheapest Prices Always”. Having grown from ten retail outlets in 1999‚ JB HI-FI now has 141 stores (Australia: 131
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magazine or a newspaper‚ often the first thing you see is an article about the latest celebrity getting arrested or going to jail. In my opinion celebrities are not the best role models for teenagers. Their images are photoshopped making teens think the models and celebrities look perfect‚ and they are often misquoted making teenagers believe things that are not true. A lot of the time the heavy pressure celebrities are under by the media and their fans causes them to break. Often turning to things
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December 2011 From the Culture of Celebrity People today think of “fame” and “celebrity” as one in the same. But‚ consider what fame actually is‚ “something one earns- through talent or achievement.” Now think about a celebrity‚ many of them have yet to achieve anything at all‚ let alone something fame worthy. In fact‚ the typical celebrity has neither talent nor any accomplishments. In the essay From the Culture of Celebrity Joseph Epstein portrays fame and celebrity as two different things entirely
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they have endorsed the celebrity in advertisement to make their product popular as well as unique. The use of a celebrity in an advertisement is like the bridge between the producer and the consumer. For targeting the customers‚ they select the celebrity as per their product’s demand for e.g. life insurance companies for targeting the older customers endorses the celebrity which are more than 60 years and for the soft drinks and juices they endorses young celebrities.(Clemente N. Mark‚ 2002)
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CELEBRITY ENDORSEMENT: CREATING COGNITIVE DISSONANCE AMONG CONSUMERS ABSTRACT This paper analyses the various effects of celebrity endorsements on consumer buying behavior through a descriptive study. With a sample size of 100‚ top of mind awareness of various brand endorsed by a celebrity was explored. It also analyses cognitive dissonance among consumers‚ various factors which influence consumer buying behavior and whether any downfall in the celebrity’s image also affects or brings down the
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CO-BRANDING OF CREDIT CARDS: AS A TOOL FOR CUSTOMER ACCQUISITION Contents CO BRANDING: .......................................................................................................................................... 3 INTRODUCTION: ....................................................................................................................................... 3 TYPES OF CO BRANDING: .............................................................................................
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writer Naomi Klein wrote in regard to a concept called branding. In this article‚ she explained that in modern days‚ “branding” is more paramount for a company than truly producing a good or service. Klein interpreted branding‚ as marketing the company’s brand‚ and not the product. Ordinarily‚ the company marketed the product‚ but this changed “in the second half of the nineteenth century...” She also communicates to her readers‚ regarding branding being more successful when the company spends an excessive
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see that brand as major enduring assets of a company‚ outlasting the company’s specific products and facilities. [3] So branding are powerful assets for a company. And for the company‚ they should be carefully developed and managed their branding. It is because to a company‚ a branding will affect consumer to create an emotional attachment to products and the company. Also a branding can create a feeling of involvement‚ a sense of higher quality‚ and an aura of intangible qualities that surround the
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