Branding in B2B Markets Business Marketing Term Paper CONTENTS INTRODUCTION 3 A MODEL OF BRANDING IN B2B MARKETS 4 CURRENT BRANDING PRACTICES 5 DIFFERENCE BETWEEN B2B BRANDING AND B2C BRANDING 7 IMPORTANCE OF BRANDING IN BUSINESS TO BUSINESS MARKETING 11 AVOIDING THE PITFALLS 15 REFERENCES 20 INTRODUCTION With the growth of e-commerce and global competition‚ business-to-business (B2B) marketers are asking whether branding‚ especially corporate branding‚ can help improve
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Case 15: McDonald’s Executive Summary McDonald’s‚ the largest fast food restaurant in the world‚ is continuing to face challenges due to both their internal and external environment. McDonald’s currently serves more than 70 million people daily at their 35‚000 restaurant locations. With consumers’ tastes changing‚ McDonald’s must determine how they will evolve in the fast food market. McDonald’s continues to expand in locations‚ their menu‚ and their operating hours. However‚ during 2012 McDonald’s
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Long Le James E. Salter Copyright © 2005 SalterQuest.com. All Rights Reserved. Introduction • Watch Industry • Key Brand Components • Current Brand Strategy • Image Associations • Perceptual Map • Competitive Position • Industry Analysis • Opportunities & Threats • • • • Strengths Weaknesses Brand Report Card Revised Branding Goal and Strategy • Revised Brand Messaging Copyright © 2005 SalterQuest.com. All Rights Reserved. Watch Industry • History – Industry Grew up in Geneva – Swiss Watches
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McDonald ’s Business‚ Human Resource‚ and Staffing Strategies" page 49‚ Chapter 2. [ 15 Marks] Questions 1: How would you describe McDonald ’s business strategy? What are the foundations of its competitive advantage? Answer: McDonald’s business strategy is a specialization strategy. The organization is built on a foundation that gives it a competitive advantage and a business strategy that is consistent‚ flexible‚ and specialized. McDonald’s niche market is people. According to the case study
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MCDONALD’S IN VIETNAM By Ayodeji Akin Abiri Table of Contents Abstract 1.0 Introduction 3 1.1 Background note 4 1.2 Global Strategy 5 2.0 McDonald’s In Vietnam 8 2.1 Entry Strategy 9 2.2 PESTEL analysis of Vietnam 9 2.3 SWOT analysis of HCM city 11 2.4 Expansion strategy 12 2.5 Franchising in Vietnam 13 2.6 Drive-thru restaurants 13 2.7 Localization
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scope of mixed branding. Ans. Definition: Mixed Branding is where a firm markets products under its own name and that of the reseller(s) because the segment attracted to the reseller is different than its own market. Eg. The company sells its Elizabeth Arden brand through department stores and a line of skincare products at Wal-Mart with the "Skinsimple" brand name. Stratergies: When promoting a brand‚ companies sometimes choose to follow a multiproduct branding strategy‚ similar to automakers
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McDonald’s in India McDonald’s uses a multidomestic strategy in India. This can be seen from its use of local suppliers‚ its adaptive pricing strategies and the removal of the company’s representative product‚ the “Big Mac”‚ and replacing it with a range of new products specifically catered to the Indian culture and preferences. Unlike in other countries‚ a large proportion of Indians do not eat pork or beef‚ and many others are vegetarians. It is therefore practically impossible for McDonald’s
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Branding Brand: name‚ term‚ design‚ symbol‚ or any other feature that identifies one seller’s good or service as distinct from those of other sellers Legal name of a brand is a trade mark May identify one item‚ a family of items‚ or all items of that seller Powerful they have value and status Brand Equity: the dollar amount attributed to the value of the brand‚ based on all the intangible qualities that create that value People may be willing to pay more for the brand Brand strength can be
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with one service provider outbidding another to provide the service at the lowest cost. At its peak‚ this had some service providers bring down mobile phone call rates to as low as 0.5paise/min (1/100th of a US cent)4. This called for a change in strategy and instead of fighting a price war‚ the service providers needed to establish themselves as a brand. At this point‚ circa 2010‚ the competition had been chipping away at Airtel’s market share with every passing quarter. To be able to establish
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Veronica Holmes Purvis Vera Iconica Image & Brand Management www.veraiconica.com info@veraiconica.com Newsletter Article Title: Building Your Brand or Veronica’s Brand Building 101 Veronica’s Brand Building 101 “I’ve come to believe that each of us has a personal calling that’s as unique as a fingerprint - and that the best way to succeed is to discover what you love and then find a way to offer it to others in the form of service‚ working hard‚ and also allowing the energy of the universe
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