The Process of making Doritos Juan Gonzalez Pedegree II teacher: Alana Olson Is it good or bad for health? That’s a question many people say to themselves‚ but the truth is that whether bad unhealthy or not‚ Doritos has become part of people’s daily life when it comes to grocery shopping. Probably when Arch West created the Doritos idea‚ he never tought that it would become what is now; because from 1990’s until now (and counting) are the most famous
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Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
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case 10-firehouse subs 1. What advantages do franchisees gain when they buy their franchises? What disadvantages do they experience? Advantages: Usually‚ a franchisee can get many benefit from buying the franchise. First‚ the franchisee get the chance to access to a "business system with a proven track record". By doing this‚ franchisee can have their own small business faster and operate it more efficiently. Second‚ Franchisors will offer training programs for their franchisees to improve their
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1/29/2015 Creating Customer Value http://eproduct.hbsp.harvard.edu/eproduct/product/cc_8176/content/OPS/html/print.html 1/22 1/29/2015 Creating Customer Value This reading contains links to online interactive illustrations and video‚ denoted by the icons above. In addition to using reader controls in the navigation bar‚ you can also use the arrow keys on your keyboard to navigate between pages. Sunil Gupta‚ Edward W. Carter Professor of Business Administration‚ Harvard Business School‚ de
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Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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premium car manufacturers in the world. Brand associated with quality‚ class‚ exceptional design‚ outstanding performance and innovation. BMW has a well-structured brand hierarchy where at the corporate brand level BMW pioneered the luxury sports car category by combining distinct style and performance consideration. BMW has a smart positioning with corporate brands and offers a large fleet of models that vary in price‚ quality and performance. Below is a brief brand- product matrix: Product Models Entry
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STRATEGIC BRAND MANAGEMENT INDIVIDUAL PROJECT : CONTENTS INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10 INTRODUCTION Throughout this paper‚ we will try to introduce you more closely to the brand of NIVEA‚ its core brand values‚ way of operating
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During the period 1450 CE to 1750 CE‚ many changes and continuities can be seen to have happened in the religious beliefs and practices in Sub-Saharan Africa‚ located in the Atlantic Region and the Indian Ocean Region. Sub-Saharan Africa went through many cultural reforms from 1450 CE to 1750 CE‚ there were changes like an increase in religions‚ Christianity and Islam‚ and the balancing of polygamy because of the distorted gender ratios due to the slave trade. Although continuities seen were that
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ASSIGNMENT 10.1 – BRAND POSITIONING Tuan Duong TRUNG HIEU BRAND POSITIONING DEFINITION • • • A way to create a distinct impression in consumer’s mind Consumer’s reason to buy your brand A single and constant meaning behind “brand” in consumer’s mind It’s simply is: owning a space (a meaning behind) of the brand name in consumer’s mind that marketers utilize their resources to focus on PROTECTION QUALITY SEXUALLY ATTRACTION HEALTHY HAIR BRAND POSITIONING SETTING UP A WINNING BRAND POSITIONING
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Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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