Case Study 5: Analyzing brand performance A chips brand has recently been launched‚ but its performance has not been too good. The large promotional investments put in have not yielded lasting returns. You are told to investigate what’s wrong with the brand. 1. What data would you request to complete your investigation in this case? 2. Can you talk about your analysis roadmap in this scenario? What possible corrective actions would you suggest (you are free to make relevant assumptions on the
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Components of the Brand Analysis Project Component 1: Introduce the company and the brand: Look for a compelling story in the history of the company and its existing brand. It might be very useful towards building the affective component of the brand concept and its emotive positioning. Using secondary research methodologies‚ the team will gather information about the market conditions (trends in the external environment and their interaction) the company operates in. This should include scope of
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Though the brand has indeed been successful in differentiating its use and targets from the irreplaceable number one‚ the dream to finally land the gold continues to linger. Overview of the Brand Close Up was launched by Unilever in 1967 as the first gel toothpaste in the world. The product’s unique structure made it easy to market it as a new and diverse product‚ all other brands having manufactured the same opaque white consistency toothpaste normally has. Furthermore‚ the brand made sure
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Strenghts: • Experience • Knowledge • Worldwide known brand • Innovation Experience Saab has experienced a lot since entering the car industry. They reached successes with cars which had huge competitive advantages. But they also faced near bankruptcy‚ saviour by GM‚ loss of identity‚ and collaborations. Assuming that Saab has learnt from all this failures‚ but also small successes‚ would not be peculiar. However‚ Saab was not able to climb out of the trouble they were in. To their relief
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BRAND AND BRAND POSITIONING INDONESIAN BRANDS 2 II TABLE OF CONTENTS Introduction Approach 1 Brand.......................................................................................................................................................... 5 2 Brand positioning ................................................................................................................................. 6 3 The Brand Steering Wheel..........................................
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automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment. Do appropriate branding for each of the brands in order to benefit the most of a company. Set up a value proposition as a branded organization and set up great recall and credibility of your brands) Your company is a top automobile company established in the entry level C segment of automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment
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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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Brand chosen: Microsoft "Our vision is to create innovative technology that is accessible to everyone and that adapts to each person’s needs. Accessible technology eliminates barriers for people with disabilities and it enables individuals to take full advantage of their capabilities." Bill Gates‚ Chairman INTERNAL FACTORS: Clarity: 9 I would give high marks to Microsoft on clarity because it’s very clear about what brand stands
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COMPETITION IN THE GLOBAL MASS-FASHION MARKET FASHION COMPANY MANAGEMENT LEVEL 4 FASHION MARKETING & COMMUNICATION General Overview General Overview H&M Hennes & Mauritz AB is a Swedish global retail-clothing company‚ known for its fast-fashion. 2‚500 stores are spread across 44 markets. Germany is H&M’s largest market‚ followed by the US‚ France and the UK. H&M has more than 20 country offices that are responsible for the various departments in each sales country.
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Present Opinions/Future perspectives(according to you) Logo Brand ambassador Marketing or advertising strategies Q 1. SWOT Analysis – Fair & Lovely Strengths 1. Market leader in skin-whitening segment • 9th most trusted brand in India (economic times survey 2010) • Around 50 % market share in 1000 Crore market 2. HUL has the deepest distribution network among FMCG companies. 3. Brand Positioning in line with Indian sentiments – “ A fair skin is
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