Gilette

Topics: Brand, Brand management, Branding Pages: 33 (11353 words) Published: October 5, 2010
http://www.brandchannel.com/features_profile.asp?pr_id=215

Virgin
spreads
by Jackson Mahr
January 24, 2005 issue

Virgin corporate strategy
Case Study - by Rob Abdul
http://www.robabdul.com/the-virgin-group-case-study.asp
References
ANON., “Behind Branson” The Economist 21 February, 1998 pp.81-86 ANON., “The battered bride” The Economist 25 December, 1999 ANON., “Virgin to close its West End make-up store” Evening Standard 1 February, 2000 BFI UK Cinema admissions 1933-96

www.bfi.org.uk/faq/admissions.htm
BRANSON. R., “Branson replies: Letter to The Economist” The Economist 28 February, 1998.D.6 BRASIER, M. “Virgin in £200 million MGM spectacular.” Daily Telegraph 1 July 1995 RUCKINGHAM, L., “Branson raises the curtain on Virgin cinemas in £200 million deal with MGM” The Guardian 1 July, 1995

Press Releases 30/01/02, http://www.virginmoney.com/newscentre/news2002_3 VIRGIN GROUP
Resource: Exploring Corporate Strategy
http://esecourses.com/cfincase.pdf
esecourses 2009

Last Updated- Jan 26, 2009 6:22 - - 4 Comments

Successful branding: Why Coca Cola is top brand in the world http://www.ghanabusinessnews.com/2009/01/26/successful-branding-why-coca-cola-is-top-brand-in-the-world/ By Emmanuel K. Dogbevi
Coca Cola Branding Strategy
http://www.scribd.com/doc/22027744/Coca-Cola-Branding-Strategy Brand architecture
From Wikipedia, the free encyclopedia
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Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. According to Rajagopal Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organisation at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace[1]. Types of brand architecture

There are three key levels of branding:
* Corporate brand, umbrella brand, and family brand - Examples include Virgin Group and Heinz. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains. * Endorsed brands, and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand - which may be a corporate brand, an umbrella brand, or a family brand - as an endorsement to a sub-brand or an individual product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. * Individual product brand - For example, Procter & Gamble’s Pampers or Unilever's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name. http://en.wikipedia.org/wiki/Brand_architecture

One of the most important aspects of the just-revealed, upcoming operating system for iPhone is the iAd feature which will challenge the conventional methods of mobile advertising by combining the interactivity of web advertising with the emotional appeal of video commercials. This is what Apple had to say about iAd in iPhone OS 4: “iAd is a breakthrough mobile advertising platform from Apple. With it, apps can feature rich media ads that...

References: ANON., “Behind Branson” The Economist 21 February, 1998 pp.81-86
ANON., “The battered bride” The Economist 25 December, 1999
ANON., “Virgin to close its West End make-up store” Evening Standard 1 February, 2000
BFI UK Cinema admissions 1933-96
BRASIER, M. “Virgin in £200 million MGM spectacular.” Daily Telegraph 1 July 1995
RUCKINGHAM, L., “Branson raises the curtain on Virgin cinemas in £200 million deal with MGM” The Guardian 1 July, 1995
esecourses 2009
Last Updated- Jan 26, 2009 6:22 - - 4 Comments
http://www.collings.co.za/
September 10, 2009
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