interactive integrated marketing? 2. Would the PCCW acquisition challenge the credibility of the innovative‚ independent brand image that made Sunday such a success? 3. Would Sunday’s irreverent brand image ultimately fizzle out among the new branding superstar? Creative Advertising is an unique key to success through advertising‚ and you’ll most likely get an answer that echoes the mantra of Stephan Vogel‚ Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than
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million in sales. During the 1970s diet candy was at an all-time high‚ varying in flavors such as caramel‚ chocolate and mint. These sugary candies misled the public into belief of this dieting method. As the Himmel was making money on this unique branding commodity on the contrary of an epidemic that was threating and devastating by the masses was introduced to the consumer. In the start of the 1980’s there was a similar name the candy shared but a different meaning. AIDS compared to the “black
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1 Executive summary This paper analyses and compares two major global hotel chains‚ Marriott International‚ Inc. and Starwood Hotels & Resorts Worldwide‚ Inc. Both chains have extensive investments in and outside the US. They have very strong brand names and are quite competitive. However they differ in their strategies‚ like the market segment each one targets‚ the role of technology in the business‚ the financial efficiency of their systems etc. The paper discusses the extent of globalisation
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Diesel for Successful Living IDENTITY OF THE BRAND DIESEL was founded in 1978 by two designers: Goldschmied and Rosso. The products are available in more than 50 countries and it is based in Italy. They chose an English brand name since they wanted to launch an international brand. That’s why il has the particularity to be pronounced the same worldwide: DIESEL. DIESEL has been seen in many influential fashion magazines such as FHM and Menswear. It was elected “Fashion Brand of the Year” and “Advertiser
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firmly in touch with Simba’s rich heritage’ says Rita Fernandes‚ Senior Brand Manager for Simba. The brand re-launch will be supported by a full marketing campaign including a television and radio commercial‚ sampling activity‚ PR and in store branding. The campaign will communicate the changes to customers and ensure that while their favourite Simba product may have had a makeover‚ it’s
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STARBUCKS Case Study Alex Cochran May 2003 Starbucks – A Case Study. Table of Contents Alex Cochran 2003 Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation............................................................
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book is a goldmine of helpful how-not-to advice‚ which you ignore at your own peril.” Laura Ries‚ President‚ Ries & Ries‚ marketing strategists‚ and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding “Every marketer will read this with both pleasure and profit. But the lessons are deadly serious‚ back to basics: real consumer benefits‚ value‚ execution. Read it‚ enjoy it‚ learn from it.” Patrick Barwise‚ Professor of Management and Marketing
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powerful strong brand‚ creating successful businesses in the competitive market. Examples such as Apple‚ GEICO and IBM‚ personify strategic brand management. Brand challenges and opportunities deal with the numerous risk factors and opportunities in branding. This leads to introducing and naming new products in the brand extensions stage where academic research‚ consumer feedback‚ evaluation of new opportunities based on a particular market. For example‚ the McDonalds has introduced new brand and lines
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BRAND IDENTITY- The Concept Brand management starts from the concept of brand identity. Brand identity has been defined as a word or a logo‚ related to a product‚ that at the beginning has no sense and then‚ year after year‚ it acquires a meaning determined by the products and the communications of the past. Firms can’t manage directly the sense behind their brands but they have to manage it through brand identity as perceived by the market. While brand image is a reception concept‚ identity is on
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When Luxury Fashion Brands Meet Social Networks Introduction “Fashion is not something that exists in dresses only. Fashion is in the sky‚ in the street‚ fashion has to do with ideas‚ the way we live‚ what is happening.” -Coco Chanel In the fashion industry‚ it’s about going ahead and setting the trend or run as fast as you can to not be out of date. What’s happening right now is that the way people communicate and keep connected has been changing because of the internet and so called social
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