Dabur India Limited: Brand Architecture _�_ Branded House: DABUR INDIA LIMITED Dabur India Ltd. started off as a small pharmacy‚ but has grown and expanded into a powerful FMCG force in the Indian market. It is right up there in the mix with the FMCG moguls like HUL‚ P&G etc. in terms of sales‚ revenue and market penetration. Dabur has always been an organisation hinged on strong R&D and product development adhering to stringent quality norms. The Indian connection has helped Dabur in becoming
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Brand Rejuvenation - A case study of Sony After a long time‚ a brand other than Apple is creating a global buzz about the impending launch of one its product. Sony with the launch of PlayStation 3 seems to have stuck a chord with consumers once again after a long hiatus. It was high time that one of the world’s iconic brands started reclaiming its rightful position as the leader of the consumer electronics market. Even though PlayStation 3 seems to have brought back some energy and zest for the
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Importance of branding for brand preference Brand preference as previously discussed that depends on the customer’s choice of one product over and another product on the basis of product features. These features are created by focusing on branding of a product so that customer can recall it easily. The word “brand”is revealed from the word of “brandr” which is the word of Old Norse which means that to burn as. Farmers used to indentify their animals and livestock by marking them and stamp them
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We at Samsung want to create brand value for our customers. What should our value proposition be to the consumers? How can we maximize our value proposition to the needs of our target base? Looking forward‚ we would like to differentiate ourselves from our competitors on several fronts; we would like to emphasize the concept of digital convergence in our hardware devices therefore associating our brand name with cutting edge technology. Also our direct competitor‚ Sony‚ has a target consumer base
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Brand Positioning Strategy Summary Report Thebe Ikalafeng Group MD The Brand Leadership Group 25 October 2007 Contents 1. 2. 3. 4. BRIEF APPROACH SUMMARY INSIGHTS & BEST PRACTICE POSITIONING THE GAUTRAIN BRAND 5.1. BRAND ESSENCE 5.2. BRAND BLUEPRINT 5.3. BRAND ARCHITECTURE 5. 6. ACTIVATING THE BRAND ACROSS PHASES NEXT STEPS The Brief Develop an integrated project overarching brand proposition: what the Gautrain brand stands for‚ what it does
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strategy—often called the brand architecture—reflects the number and nature of both common and distinctive brand elements. Deciding how to brand new products is especially critical. A firm has three main choices: 1. It can develop new brand elements for the new product. 2. It can apply some of its existing brand elements. 3. It can use a combination of new and existing brand elements. When a firm uses an established brand to introduce a new product‚ the product is called a brand extension. When marketers
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=classification is determined by the effort one spends CONVENIENCE PRODUCTS =inexpensive and takes minimal effort =e.g. milk‚ eggs‚ sugar‚ bread‚ etc. =little pre-purchase planning‚ information‚ and comparison =but are familiar with various brands‚ e.g. coca-cola‚ samba =require good branding‚ regular advertising‚ and mass distribution =3 types = staples‚ impulse‚ and emergency =staples are routinely = bread‚ cheese‚ meat‚ etc =manufacturers must develop trust and confidence in consumers
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the wave of technology. These new product lines were profitable for the company‚ however‚ the brand of LEGO suffered. Confusion among consumers on what LEGO actually was and how to differentiate among their other products was occurring rapidly at the employee and consumer level. LEGO must rebrand the entire company at the local and global level to one main concept in order to take control of their brand. The strategy to implement is known as “Beyond the Brick.” This concept is driven by four simple
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items with changes in flavors‚ sizes‚ and different ingredients in the same product category under the same name brand. Line extensions are a way to increase market share by introducing additional items in the same category from the already reputable brand name. The paper examines the target populations‚ the purpose for seeking line extensions‚ the appropriate timing of launching a brand extension‚ and the success and failures of such ventures. This paper will illuminate several components for adding
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The four cycle model of corporate branding is presented as well as the VCI Alignment model. The paper concludes that the rebranding process was a lengthy and demanding endeavor that consisted of implementing various successful solutions to several brand problems. REBRANDING LEGO Table of contents 3 Introduction Motivation..........................................................................................................................4 Problem statement...........................
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