Organizations normally reformulate their marketing strategy several times during a product’s life cycle. Economic conditions change‚ competitors launch new assaults and the product passes through new stages of buyer interest and requirements (Kotler‚ 2001‚ p. 484). Consequently a company must plan strategies that address any changes in the market. ebay Inc. is the world’s largest and most popular person-to-person trading community on the internet (Bradley‚ 2001‚ p. 1). From its inception eBay was
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History and Introduction In the early 1990’s‚ when Manhattan was hit by water contamination‚ Bikoff set out to buy bottled water and found that except for the brand name‚ there was very little difference between the different brands of bottled water sold. Bikoff was looking for additional nutritional value rather than plain water. Finding none‚ he started conducting an in-depth study about different companies making bottled water. He found that he could use vapor distillation to create an alternative
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DEGREE OF RIVALRY Small number of local competitors. Marketing strategy must be good to face high competition‚. Eg. Promotion Low product differentiation - Only design and colour are provided as basis for differentiation. They are mainly relying on branding and marketing efforts to differentiate products within the market. Exit barriers from industry are moderate due to restrained fixed costs‚ capital investment and inventory. | | Threat of New Entrants | | BUYERSLOW POWER Buyer concentration
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ft f1 rt L) \J CLD U Lerri Strauss & Co. Channel Strategy: Mass fo Class In November:oo:. Levi Strauss & Conrpany (LS & Co.) erinounced that tlre comp:lfry rvas plannin.g to roll out a land o f casual wear lbr the mass retail channel. LS & Co.’g nerv brand of clothing. ca}led Levi Strauss Sirrraturel’r{ (see [xhibil r)‚ rvhich is estimated to se]l for abor-rt $:5 a pair‚ wor.rld be available at all 3.ooo Wai-Mart stores throughout the LI.S. be$inning in‚fu1v zoo3. The Levr Strauss Signature brand
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for a favoured brand in preference to others (Hutton‚ 1997). The Customer-Based Brand Equity pyramid (CBBE) of Keller identifies four steps for building a strong brand. In this paper the CBBE pyramid will be applied to the brand Nike. In this branding ladder‚ each step is dependent on successfully achieving the previous – from brand identity to brand meaning‚ brand responses and finally brand relationships. The ultimate aim is to reach the pinnacle of the CBBE pyramid – resonance – where a completely
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INTEGRATED BRAND MANAGEMENT SEMINAR PAPER EXAMINING NOKIA’S BRAND IDENTITY AND POSITIONING TONY TRUONG / 16757686 Introduction This report will discuss the differences in branding strategies between Apple and Nokia with specifically with regard to the range of mobile products which both brands offer to their respective target markets. It will begin with a brief overview of the identities of both brands and how they have changed and evolved since being introduced‚ before
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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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THE IMPACT OF BRAND LOYALTY WITHIN THE FAST MOVING CONSUMER GOODS (FMCG) IN GHANA. CASE STUDY: KUMASI METROPOLIS BY ESHUN RICHARD ANYEMEDU KWABENA ANTWI BAAKO VERONICA EKUA ASAMOAH FRANK OWUSU SAMPSON MAVIS AMISSAH A Project Work Presented To The Department Of Business Administration In Partial Fulfillment Of The Requirements For The Award Of A Bachelor Of Business Administration (Bac helor Of Business Administration Marketing Option) JUNE‚ 2012 Page i of 8 DECLARATION We Have Read The University
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The Power of Brand Names Brand names have become a dominant factor in consumer marketing of a myriad of products‚ ranging from potato chips to refrigerators to tennis shoes. In looking at the historical development of brand names‚ Coca-Cola® was one of the first nationally recognized brands to come along. The Coca-Cola Company printed its first consumer calendar in 1891. Another early national brand name was Gillette® razor blades. King Gillette invented the first disposable razor blade in 1903
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Table of Contents Introduction 2 Situation Analysis 2 Mountain Hardwear: the Brand 4 Identification of Issues 4 Alternative 1: to distribute through REI 4 Possible Short Term Issues: 4 Possible long term issues: 5 Implications for the brand: 5 Alternative 2: to not sell through REI 6 Possible issues: 6 Implications for the brand: 7 Recommendations 7 Addressing brand dilution 7 Addressing relative retailer power 8 Implementation 8 Resources Required: 8 Time frame: 8 Performance measurement:
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