ADVERTISING AND ITS USE IN THE SHAPING OF CONSUMER GENDER IDENTITIES WHAT IS ADVERTISING? ... In 1992 Kellner stated that " consumption is thus not purely concerned with the act of consuming itself, but more importantaly with the creation of identities through the complex process of consumption activity" Sturrock and Pioch continue further that the current postmodern age has led to the fragmentation of people's identities. ... There now exists several gender identities instead of two. ... Current studies on consumption and marketing are reporting that traditional values on gender iden...

• Word Count: 1975
• Approx Pages: 8
• Grade Level: Undergraduate

Brand management starts from the concept of brand identity. ... We could define the brand identity as a system of attributes. Three kind of brand attributes: corporate and brand history and core competencies, product and stylistic identity and visual identity. ... Clearly, a strong consistency among stylistic identity and visual identity must exist in order to build a strong brand. Nevertheless stylistic identity and visual identity do not have to become a jail where the brand ages and looses relevance for its target. ...

• Word Count: 2019
• Approx Pages: 8
• Grade Level: Undergraduate

A CRITICAL ANALYSIS OF THE BRAND MANAGEMENT OF THE TAJ GROUP OF HOTELS Brands never die. They are meant to live forever. However, their luster fades by the imprudent decisions of brand managers who fail to see the future unraveling. The concept of branding is not new; many famous brands have ...

• Word Count: 5228
• Approx Pages: 21
• Grade Level: Undergraduate

What does a man of the 21st century look like? The media constantly bombards us with overtly cliched images of masculinity and the look and attitudes of a "typical bloke"." Modern representations of adult masculinity are the broad chested, tall and handsome males that the majority of young boys tod...

• Word Count: 747
• Approx Pages: 3
• Grade Level: Undergraduate

SUMMARY Following report will provide analysis of Ralph Lauren's case study, describes the process of building Customer Based Brand Equity constructed on K.Keller's 4 Step Model, how did the brand achieved brand identity and awareness. ... According to Kellers model step number one means establishing identity, wider awareness and recognition of the brand and it's the most important part of the process. ... CBBE MODEL STEP 1: ESTABLISHING BRAND IDENTITY AND AWARENESS First major step on a long road to success was associating the products with name Ralph Lauren, and using himself...

• Word Count: 2628
• Approx Pages: 11
• Has Bibliography
• Grade Level: Undergraduate

How is the technology of Internet Advertising Changing the Way Businesses advertise and what are the implications? Technology is Changing the Advertising Business, Advertising Educational Foundation, February 3rd 2001 For Partial Fulfilment of the internal assessment required for ITGS Date: Novem...

• Word Count: 1431
• Approx Pages: 6
• Has Bibliography
• Grade Level: Undergraduate

When people around the world talk about motorcycles the name Harley Davidson will undoubtedly become the main topic. This year the Harley-Davidson Motorcycle Company is celebrating its 100-year anniversary. Over the past century, the company has managed to create a strong brand image and a loyal c...

• Word Count: 1357
• Approx Pages: 5
• Grade Level: Undergraduate

Executive summary This paper discusses the core concepts of brand equity, its sources and its importance to an organisation. A descriptive survey was conducted through means of a questionnaire to measure the sources of brand equity of the Samsung Mobile brand. The survey demonstrated variable results for questions relating to brand association and brand awareness. The main finding of the paper was that consumers were influenced more by Samsung's tangible / product related attributes rather than emotional wants in considering purchasing a Samsung mobile. This audit provides us with a s...

• Word Count: 2958
• Approx Pages: 12
• Has Bibliography
• Grade Level: Undergraduate

The new elements that have been added to the brand's image are necessary to widen the BMW's customer group, however, the company must continue to place focus on its core values in order to preserve its well-known identity system. ...

• Word Count: 1483
• Approx Pages: 6
• Has Bibliography
• Grade Level: Undergraduate

In the Book No Logo, Naomi Klein discusses at length a trend that has been becoming increasingly dominant over the culture of the United States for the last fifteen years. The phenomenon of branding, whose logo itself is only a graphic expression, has taken on extraordinary importance over the last ...

• Word Count: 1843
• Approx Pages: 7
• Grade Level: Undergraduate

Core competency In analysis of Coca-Cola, there are some major reasons as to why the soft drink industry is so profitable. The core competency will determine the industry's profitability. There are two important and main core competency for Coca-Cola, one is distribution and manufacturing networks, ...

• Word Count: 2201
• Approx Pages: 9
• Grade Level: Undergraduate

Assess the issues about branding raised in this unit in the light of ethical or responsible design. We are all branded ourselves to a certain degree, we announce ourselves through the clothes we wear, the products we buy and the car we drive, but why? The aim of this essay is to discuss how branding effects us a consumer society, what makes us remember particular brands and what moral issues are raised by the over use of brands. A brand was originally a mark on a product to identify who made it or owned it (cattle were branded so others knew who they belonged to if they got lost or stol...

• Word Count: 2584
• Approx Pages: 10
• Grade Level: Undergraduate

Executive Summary Budweiser is one of the world's most recognizable brands and is considered a staple of American spirit and holidays past times.  However, the King of Beers has recently experienced a steady and drastic decline in market share, and needs to address many issues in order to stem the decline. Simply stated, Budweiser needs to find innovative ways to include the newest members of the beer market-millennials. Current and past social media campaigns have seen mild successes, but Budweiser is still a long way from returning to its glory days atop the beer throne. Our analys...

• Word Count: 2270
• Approx Pages: 9
• Grade Level: Undergraduate

1.0 Executive Summary The purpose of this report is to firstly discuss the benefits that customers of a hypothetical law firm may seek. Secondly the importance of branding to law firms will be explored, employing the ideas of search, experience and credence goods. 2.0 Report 2.1 Custo...

• Word Count: 2171
• Approx Pages: 9
• Grade Level: Undergraduate

Recently, the rising of consumer consciousness has made consumers choose to purchase their familiar and favorable brand. Therefore, if businesses want to defeat their competitors, they have to make consumers love to buy their products and brands. Macdonald and Sharp (2000) mention that even though consumers familiarize and are willing to purchase a product, brand awareness is still an important factor to influence purchase decision. When consumers want to buy a product, and a brand name can come to their minds at once, it reflects that product has higher brand awareness. Consumers' purcha...

• Word Count: 2522
• Approx Pages: 10
• Has Bibliography
• Grade Level: Undergraduate