Creating an Innovative Brand - Research Proposal Example

In this regard the paper focuses to infer into the reasons which were leading to a decline in the market share of the beer brand Heineken in the Italian region where it once stood as the market leader of beer brands in the premium consumer segment.... brand Heineken in this context reflects as have fallen in a trap in not being able to reduce the price of its products to help reach to a mass consumer base in the recessionary market.... It is because a reduction in the price of the products may hamper or tarnish its brand image of being a premium product....

When retailers co-brand with national brands, both tend to profit.... A tough economy poses great challenges for national brands, which see consumers often sacrificing quality as they purchase lower-cost store brand alternatives.... But because store brands have been perceived as having higher and higher quality, national brand companies cannot always count on customers returning to their products, as they might not see the dividends in paying a lot more for a national product that is not that much different than the retailer's cheaper substitute....

From the paper "Nike as an innovative Company" it is clear that Nike has remained competitive in the industry by focusing on standards which have boosted its business.... Think of an innovative company and explain how its ability to adapt has enabled the organization to remain competitive in its industry.... ike is an innovative company which has brought significant technological changes within its domains to remain a potent force within the global industry....

The innovative brand-positioning tool worked effectively for the company with the new applications increasing the sales despite the obvious performance flaws.... In the year 2008, the company introduced into the market a number of some innovative devices and recorded historic sales figures within days.... The company believes in creating better and more innovative devices in every subsequent product they launch....

This form of innovation aims at creating customer loyalty, segmenting the market, and improving the brand reputation in the market.... Starbuck recent market development strategy of “Skinny Lattes” and low fat/calorie syrup was innovative.... This was innovative because it was able to create a product that fits human health through reducing the level of calories.... I decided that the idea was innovative because it was able to address an existing problem of obesity (Starbucks Corporation, 2014)....