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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August 24 AMMR Project 2012 Factors Influencing Consumer Buying Behavior of Luxury Watches Submitted by Group 4: Amber Yadav 15/68 Amrita Mohanty 15/69 Sailesh Sahu 15/176 Sohini Bera 15/185 Anurag Bajpai 15/268 Table of Contents Abstract ................................................................................................................................................... 3 Market Trend .................................................................................
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Strong Branding * One of the biggest fashion houses in UK offering clothes‚ perfumes‚ beauty products. Burberry is Interbrand’s top 100 global Brands this year and has been heralded as one of the most innovative brands in recent times‚ taking deep strides in the digital world. Its record sales are further testament to its strong branding. * * Diversified network Burberry distributes its products through retail‚ wholesale‚ e-commerce and licensing distribution channels. This balanced
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Brand awareness From Wikipedia‚ the free encyclopedia Jump to: navigation‚ search Brand awareness is a marketing concept that measures consumers’ knowledge of a brand’s existence. At the aggregate (brand) level‚ it refers to the proportion of consumers who know of the brand. |Contents | |[hide] | |1 Measurement driven conceptualization |
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TABLE OF CONTENTS TABLE OF CONTENTS…………………………………………………………………………..I 1. BACKGROUND…...…………………..…………………………………………………….....1 2. BRANDING STRATEGIES……………………………………………………………………2 3. PRODUCT MIX…………………………………………………………………………….......4 4. ALTERNATIVE STRATEGIES……………………………………………………………….5 5. PRODUCT INNOVATION……………………………………………………………….……7 6. PERSIL PEN……………………………………………………………………………………8 7. CONCLUSION………………………………………………………………………………..10 LIST OF REFERENCES…………………………………………………………………………11 APPENDIX……………………………………………………………………………………
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References: * Books LENDREVIE Jacques‚ LEVY Julien‚ LINDON Denis (2006) Geoffrey Randall (2000). Branding: a practical guide to planning your strategy. : Marketing in actions series. Kapferer‚ Jean-Noel (1997)‚ Strategic Brand Management‚ second edition‚ London: Kogan Page. Kochan‚ N. (1996). The World’s Greatest Brands‚ Macmillan: London. * Websites
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2. How did Paddy Power go about building its service brand? What are the unique attributes of the brand? Alina Wheeler defined branding as a disciplined process used to build awareness and extend customer loyalty (...). Branding is about seizing every opportunity (...)‚ a desire to lead‚ outpace the competition and give employees the best tools to reach customers. Paddy Power has accomplished to adhere to all those principles‚ all through their accession to becoming the largest betting firm in
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development that allow us to analyze consumer reactions to various product attributes 11. Product standardization‚ adaptation - in creating a global brand‚ when and what can be standardized? What can and should be adapted? Sanex case example 12. Branding and Country of Origin Effects (p. 404) - what types of brand emphasis can be given? What attributes of a brand contribute to the brand image? 13. Pricing (425‚ 435‚ 478): euro 14. Communications: model‚ adaptations - we examine the specific
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chooses it over its competition d. product is first introduced or test marketed 4. Lipton markets tea‚ herbal tea‚ and iced tea under the Lipton name. This strategy is called ________ branding. a. family b. extension c. individual product d. private label 5. If a firm elects to use family branding‚ its products should be ________. a. similar in quality‚ or the firm risks harming its overall product image b. sufficiently different so as not to compete directly with each other c. sold
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companies to be used as a brand ambassador. Much care should be taken into the choice of ambassador. One such example of a great pairing has been burlesque star Dita Von Teese and Cointreau. The boudoir-esque image of Cointreau fits perfectly into Dita’s branding and thus a great promotional pairing. This can go wrong‚ take for example the pairing of rock and roll star Eric Clapton and Michelob. In 1987‚ Eric Clapton fame in rock and roll music was at a high. His TV commercial promoting the Anheuser-Busch
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