There has been much debate within the fashion industry about what kind of branding strategy to pursue. With the increasing democratization of fashion ushered in by globalization fashion designers have been able to create and/or transform their labels to have a strong and strategic world-wide presence. The two main schools of thought within branding strategies are globalization and adaptation. Thus a fashion company must traverse the terrain and select which strategy suits the company’s policies‚
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CONSUMER BUYING BEHAVIOUR OF LAKME | SUBMITTED BY: AKANKSHA ARORA- 10BSPHH010050 DEBOPRIYA SAHA- 10BSPHH010213 DIPIKA AGARWAL- 10BSPHH010233 RISHIKA SHARMA- 10BSPHH010634 VRINDA BAJLA- 10BSPHH010888 TABLE OF CONTENTS Overview of Industry and company profile Marketing Mix SWOT Analysis Brand Equity of Lakme Perception and Attitude of consumers Promotional strategies of Lakme How Lakme influences Consumer Behaviour
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as outward on customers‚ media‚ and members of the community. Through studying Nike using brand image and leadership as the areas of focus‚ useful insight as to how these two are connected will be made to improve companies’ brands. Key words: branding‚ leadership‚ organizational communication‚ media‚ buyer behavior INTRODUCTION Background Phil Knight was one of the cofounders of Nike and served as CEO until recently. It was through his leadership and his vision that he was able to build
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USA: Macquarie‚ pp.12-14. Mark Young‚ S. and Pinsky‚ D. (2006). Narcissism and celebrity. Journal of Research in Personality‚ 40(5)‚ pp.463-471. Rath‚ P. (2008). The why of the buy. New York: Fairchild Books. Roy‚ I.S.‚ 2007‚ Worlds Apart: nation-branding on the National Geographic Channel‚ Media‚ Culture‚ & Society [e-journal] 29(4) Available through: SAGE Journals. Ryman‚ A.‚ Does Qatar Need a Country Brand?‚ Grow‚ [online] Available at: <http://www.growqatar.com/admin/pdf/80fc63ce87b551b02c8ec1652b66f17b
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including Zara would refresh its new look to attract customers by refreshing its line of clothing such as push out new garments that have a certain style that was popular at the time and this process of refreshing a line of clothing is never stopping Branding • Zara uses an “one brand name everywhere” concept • No matter within which country it possess the name in Zara • The brand “Zara” is recognized in over 1700 stores in 89 countries Packaging • Within most clothing store like Zara‚ packaging
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References: Dev‚ C‚ Strok‚ L‚ 2007 “Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and Lifetime Value" Harvard Business School Publishing. Taken From JWMI 2012 Kotler‚ P.‚ & Keller‚ K. L‚ (2009)‚ 5th Ed. A Frame Work For Marketing Management. Prentice Hall‚ Upper Saddle River NJ
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Hence Gucci made the following moves to reposition it to compete in the new economics of the luxury goods industry. Gucci The partnership between DeSole and Ford addresses the company’s inability to have streamlined decision making and consistent branding throughout the company. By partnering product design and strategy‚ Gucci can now make product and business decisions that deliver a consistent message externally. All products and communications will support the brand image of a luxury goods retailer
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HKU SPACE Community College Associate Degree Programme First Semester 2012-2013 English for Academic and Professional Purposes (Part II) Assignment 1: Annotated Bibliography “Perception towards successful brands among HKU SPACE Community College Students.” To: Mr. Bowers From: Leung Tsz Wing‚ Coey ( Tse Mei Ling‚ Melanie (10488624) Class: 04 Submission Date: 9th November‚ 2012 Rev. of “Building Brands Without Mass Media.” Joachimsthaler
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brandloyalty provides predictability and security of demand for Jazz and creates barriers of entry that make it difficult for other firms to enter the market. Taken together‚ thismeans that Jazz seriously impacts shareholder value‚ which ultimately makes branding aCEO responsibility. Brand as a
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Tracking The Tory Burch brand should be tracked using a corporate or family-brand tracking strategy because the Tory Burch brand is identified with multiple products (shoes‚ designer handbags‚ accessories‚ etc.). When using a corporate or family branding strategy‚ knowing which individual products the brand reminds its consumers of becomes important. It is also important to know which specific products are most influential in affecting consumer perceptions about the Tory Burch brand. Tracking of
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