BRAND MANAGEMENT & RESEARCH - Essay Example

Comments (0) Cite this document
Summary
Walmart is a very strong brand with high brand value and unique positioning. Brand image of Walmart suffered a severe blow with bad publicity about its low wages and health facilities and many other issues as discussed above…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.7% of users find it useful
BRAND MANAGEMENT & RESEARCH
Read TextPreview

Extract of sample "BRAND MANAGEMENT & RESEARCH"

Download file to see previous pages We recommend Walmart to continue building its brand image not with just customer perspective but from employee and ethical perspectives as well. With its unique positioning it should continue to expand with market penetration and market expansion. Development and projection of its own brand Great Value will also help in increasing its brand value and trust of the customers and will help in maintain its positioning as low price provider by eliminating the margin of the manufacturers. Walmart is a strong brand and can even become stronger by following these strategies. 11 References 12 Introduction In this highly competitive globalized world, markets are flooded with plethora of products and services of various brands. Consumers are literally spoilt with choice. In such an environment the importance of brands has increased manifold both for the consumers and the organizations. Brand management is vital from many aspects for any organization but the most important role is providing the differentiation to the brand from competitors and other products. Brands are part of the company’s intellectual property. ...
The company through its brand, make it clear what they promise and deliver to the customer based upon their vision and strategy for the future of the business and the product. It is very important for the company to have a clear understanding of the expectations of the customers and living up to those expectations. The aim of brand management is to build a healthy relationship between the customer and the company through their brand. Brand management is extremely important for the companies. Brand image can be the determining factor between success and failure of a company (Riezebos et al 2003) Today corporations spend millions on brand establishment and maintenance due to the increased importance of branding. Researchers have tried to identify the scope, domain and potential of branding. It has resulted in many different frame works, theories and concepts. Although there are mainly seven different approaches of branding but the brand strategy should be customized to meet the specific challenges and opportunities specific to a brand at a specific point of time. One approach of branding is economic approach where brand is part of the traditional marketing mix. The identity approach links brand with corporate identity. Consumer based approach gives prime importance to customer satisfaction and customer associations. Personality approach treats brand as a human like character. The relational approach treats brand as a viable relationship partner. The community approach treats brand as a vital point of social interaction, whereas brand is treated as part of the broader cultural picture in the cultural approach (Heding et al. 2009) Whatever approach the companies utilize for the establishment and maintenance of the ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“BRAND MANAGEMENT & RESEARCH Essay Example | Topics and Well Written Essays - 2250 words”, n.d.)
Retrieved from https://studentshare.org/environmental-studies/1422891-brand-management-research
(BRAND MANAGEMENT & RESEARCH Essay Example | Topics and Well Written Essays - 2250 Words)
https://studentshare.org/environmental-studies/1422891-brand-management-research.
“BRAND MANAGEMENT & RESEARCH Essay Example | Topics and Well Written Essays - 2250 Words”, n.d. https://studentshare.org/environmental-studies/1422891-brand-management-research.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF BRAND MANAGEMENT & RESEARCH

Brand Management

...?Report: Brand Management: Evaluating Nokia as a Brand Table of Contents Introduction………………………………………………………………………………………3 Brand Management……………………………………………………………………………...3 Introduction to Nokia……………………………………………………………………………5 History…………………………………………………………………………………….5 Current Scenario…………………………………………………………………………6 Nokia as a Brand…………………………………………………………………………………6 Development of Nokia as a Leading Brand…………………………………………….7 Brand Image……………………………………………………………………………...9 Brand Positioning………………………………………………………………………10 Brand Value…………………………………………………………………………….11 Current...
11 Pages(2750 words)Term Paper

Brand Management and Research

...?Running Head: Brand Management and Research Brand Management and Research Submission Brand Management and Research Critical Evaluation of Brand Image Consumer culture is intricately related to branding. The mechanism acts twofold. First, consumer behaviour is to be understood and analysed before branding. Second, influential brands would affect the consumer culture itself. In the age of globalisation, the marketers have obtained cultural authority. By competition among the rivalling brands, the customer is finally supposed to attain personal sovereignty. However, brand image becomes important both in the context of the marketer and the consumer (Holt, 2002) In the case of the laptop brands like Apple, HP and Acer, the brands... Laptops are...
7 Pages(1750 words)Coursework

Brand management

...?Brand Management Project s [IDs Number Prof Every generation of gamers sees “console wars” wage in Europe, Japan and America. Beginning with the Atari competing against numerous imitators and knockoffs, moving to the NES and the Master System, the Sega Genesis and the Super Nintendo, and then onto tripartite wars such as the Playstation/Nintendo 64/Saturn era and the Gamecube/Dreamcast/Playstation 2 era (which saw Sega disappear and Microsoft enter with the XBox), there have been numerous brand conflicts between software and entertainment giants (PBS, 2009). The present console conflict is between Nintendo's Wii, Sony's Playstation 3 and Microsoft's XBox 360. As it is now nearing the end...
12 Pages(3000 words)Essay

BRAND MANAGEMENT AND RESEARCH

...portion of marketing theory, merely follows what the customers want, the brand will certainly, in the future, be surpassed in the market. The explanation is that unless there is a zero turnaround time, or the possibility of delivering immediately what is demanded for, the firm will fail to keep up (Nilson 2003). By the time the firm has created, manufactured and delivered what the customers requested for, they possibly have modified their preferences or a competitor may have by then introduced something into the marketplace satisfying the demand. Moreover, it is not possible for a customer to identify what a producer can offer. Merely listening to customers is to abandon the brand to the consumers and...
12 Pages(3000 words)Essay

BRAND MANAGEMENT AND RESEARCH

...? Brand Management and Research Inserts His/Her Inserts Grade Inserts (22, April, Introduction Toyota is a well known name in the automobile industry all across the globe. It is the largest automobile manufacturer by sales. The brand name of Toyota is known for its affordability and toughness. The company has been selling vehicles for from 70 years and its name is well established in markets all over the world. The company has its headquarters in Japan. Toyota has many product lines and models that are aimed for different genre of people. This allows the company to cater to demands of all type customers. In this essay an attempt will be made to highlight the strengths and weaknesses on the brand of Toyota. The assessment of brand... ...
12 Pages(3000 words)Essay

Brand management and research

...?Brand management and research Table of Contents Brand management and research Table of Contents 2 Introduction 3 Company Background 4 Brand Position 4 Brand Image 7 Brand Value 9 Conclusion 12 Recommendations 12 References 14 Introduction The twenty first century has often been stated as the age of consumers and competition. The aspect of globalisation has led to business organizations expanding their businesses beyond geographical and political boundaries in an attempt to reach out to new markets with large scale potential. This has also triggered a wave of competition among the business organizations as they are trying to use every possible resource at their disposal to attract customers. This increased wave of competition... and...
12 Pages(3000 words)Essay

BRAND MANAGEMENT & RESEARCH

...and the audiences. In this model CEO is the ultimate brand manager, who also defines the long term strategic direction of the brand. It is the job of the brand manager to ensure the closest match between customer expectations and the band promise. It is the unique balance and the combination of the two that lead to big brands like Coco-Cola, Gillette, etc (Ellwood, 2002). UGG follows the same model. Expectations of customers are reflected in the perceived value of the brand. Perceived value is very important in brand management. Although perceived value of any product or service depends...
10 Pages(2500 words)Essay

Brand Management

...? Brand Management Contents Contents Introduction 3 Back ground of the brand 4 Brand Elements 4 Usage based brand equity (CBBE) Model 79 Brand Strategy 9 Marketing Communications Integration 16 Sustaining the brand 20 Conclusions 21 Recommendations 22 References 23 Introduction The origin of the word “brand” has come from the original Norwegian word “brand” which means to burn. The farmers used to put some burn identification marks on the livestock to distinguish the possession. This still happens to the main objective of branding or brand building in...
10 Pages(2500 words)Coursework

Brand Management: Main factors, New Trends and Research Gaps

...Business Economics Department Brand Management: Main factors, New Trends and Research Gaps Student Department of Business Economics Your City Your Country Your [email protected] August 21th, 2006 Dissertation To be presented on April 24th, 2006 In the subject of XXX Directed by: Your Teacher Table of Contents Abstract 4 Introduction 5 1. Methodology 6 2. Literature Review of Brand Research 10 2.1. Brand Management Research 10 2.2. Brand Equity Research 25 2.3. Brand Knowledge Research 28 2.4....
42 Pages(10500 words)Dissertation

Social Media in Brand Management and Brand Research

...Social Media in Brand Management and Brand Research Social Media in Brand Management and Brand Research Hennes & Mauritz (H&M) a leading clothing company has made recommendable achievements in popularizing its brands internationally not only through physical promotions, but also by means of social media that has proven cheaper and faster in coverage area. H & M targets potential customers from youths to young adults of different gender through the use of social media that is critical to the organizational development. Based on preferences across different locations, there has been a...
3 Pages(750 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic BRAND MANAGEMENT & RESEARCH for FREE!

Contact Us