In today's modern world it would be hard to imagine a world without brands, there would be no flash advertising campaigns, no fast food joints such as McDonalds and Burger king and no designer clothes such as Gucci and Prada. It would probably mean there would be no way of telling one product from another. .
"Brands have thus become stalking horses for international capitalism outside the Unites States, they are now symbols of America's corporate power, since most of the world's best known brands are American".
(The Economist September 8th 2001).
The worlds top brand at the moment is Coca-Cola grassing a massive seventy billion dollars a year. Other popular brands trailing in Coca-Colas footsteps are Microsoft, IBM, GE, Intel, Nokia, Disney, Marlboro and Mercedes. .
"Brands are the tools with which companies seek to build and retain customer loyalty." (The Economist, September 8th 2003).
In order to attain this customer loyalty it requires expensive advertising campaigns and good marketing. A good brand can raise prices, however on the downside brands can fade as tastes change, for example Nescafe has fallen whilst Starbucks has risen. Fashion has a large influence on a brands popularity, a brand could be seen as what is "in" one day and "out" the next. .
Increasingly, it seems that customers are willing to pay more for a brand because it seems to represent a way of life or a set of ideas.
"Companies exploit peoples emotional needs as well as their desires to consume" (The Economist, September 8th 2003).
For example Nike's "Just-do-it" campaign, which involved a number of advertisements encouraging people to get up and exercise, was an attempt to sell personal achievement and motivation. In other words they were saying if you wear our trainers you will become a fitter, healthier and a "better" person". Companies are trying to sell their boring products into something much more thrilling and exciting by inventing lavish exaggerated stories around them.
They do have substitutes for their products but their customers are very brand loyal. ... Along with Cindy, many other famous faces that do their advertisements that connect to a large number of different demographics. ... They have a variety of products that are all related in some way. ... Number One Brand Sold In the Unites States. Revlon is the number one cosmetics brand in the United States. ...
By doing so they attempt to improve customer acquisition, retention and overall brand performance in the market. ... The company anticipates that a significant portion of its long-term growth will come from the expansion of this brand and is actively seeking ways of strengthening and expanding this brand At the Taj Leisure Hotels, pleasure seekers, the curious and those simply wanting to get away from it all can do just that. ... The Taj presents holidays with as much panache as it does business. ... There is no one accepted definition of a brand but a number of approaches or different pers...
For instance, a Honda manufactured in the US may still be thought of as a Japanese car, albeit one made in a Midwestern US plant. ... Some origin cues may be too specific to be meaningful at a distance - e.g. while the "Old El Paso" brand name may instantly communicate the Southwest to Americans, it probably would not do much for Europeans unaware of the existence, location or history of the real El Paso. ... Brand origin in context Plummer (1985) considers brand personality to be one of three components of brand image (the others being product attributes and consumer benefits), and r...
One of Polo Ralph Lauren's greatest strengths is its marketing strategy, which the brand actually focuses on heavily. ... One of the Polo brands greatest strengths in marketing is its promotion strategy. ... Ralph Lauren has positioned his Polo brand as one of the elite designer brands that offer class, style and longevity. ... These are brands that position themselves the same way Polo does, although they haven't been as successful as the Polo brand. ... As the saying goes, "look good, feel good" and one definitely feels good when they're wearing the quality brand c...
Do certain brand associations need to be strengthened? ... Brand equity consists of two components - brand strength and brand value. Brand strength refers to the brand associations held by consumers, whilst brand values are the gains that accrue when this brand strength is leveraged to obtain superior current and future profits. As stated by Lasssar, W., Mittal, B., and Sharma, A., (1995) "Put simply, brand equity stems from the greater confidence that consumers place in a brand than they do in its competitors". ... Secondly, measurement provides a greater insight into the brand's streng...
According to the case study, Starbucks has been recognised as one of the fastest – growing brand in 2005. ... Strengths The first strengths will be strong market position and brand recognition. ... The second one is high-quality product. ... The case study also shown the product portfolio now present both coffee, drinks, and non-coffee items that caters to all age groups. ... Question 2: Match Starbucks relative strengths with the opportunities that present themselves in the Australian market. ...
Branding is one way that makes the process of decision-making easier, that is by helping consumers to limit their choice (6:3). ... These were some examples that shows how can brands be valuable assets, sometimes even worth more than all other assets that the company own combined. ... What does he mean by saying, "Companies can indirectly manage that brand equity"? ... So, either you do your extension in a good way or don't do it, because it may be harmful to the company's financial status. ... He showed for example, that if country A produced a good at a lower opp...
What do I think or feel about you (brand responses) 4. ... It is an authentic American icon -- which is to say that over the years it has come to stand for something real and meaningful and worthwhile to millions of people of all ages and backgrounds around the world. ... Here, we can see that, not only does the Disney create the fantastic products and services, as a brand they also focus on how it makes the consumer feel, and the experience in which they get from Disney. Brand Personality Framework The above figure demonstrates all of the elements which affect the appearance of a brand to i...
One exaggerated comparison was made that some employees within Nike do not have platelets in their blood but instead have little Swooshes (Katz 1994, 87). ... Work Culture The culture within Nike is one that embodies the very nature that it supports, competition. ... Do Members Understand? ... This was not something that was forced upon them by Knight or by other athletes or corporate executives this was an emotional connection to the brand and all that it stood for. It shows that Nike is not just a brand but a symbol and all other brands will not be deemed acceptable because of the honor, pr...
