Essays on brand management

A brand can be defined as a symbol or mark that is unique to a particular product/service or groups of products/services from a particular company that distinguishes it/them from other products. The need to have brands stems from the human perception of concepts.... It is true that many people often understand the different products they use very well. However, ‘recognizing that the most potent consumer needs are often emotional rather than functional, we look to intangible qualities [of the products]...

Innovation as a tool of brand sustainability: A study on Mobile phone industry Table of Contents Table of Contents 2 1. Literature Review 4 1.1 Branding life cycle 5 1.2 Process of Rejuvenation 6 1.3 Innovation from firm's perspective 7 1.4 Innovation and customers satisfaction 8 2.... Proposed Project Rationale 9 3. Research Design 11 3.1 Justification of Methodology 11 3.2 Method of data collection 12 3.3 Method of Analysis 13 4. Project plan 13 4.1 Ethical consideration 14 REFERENCES 14 APPENDIX...

The Brand is one of the business selling points hence companies tries as much as they can to maintain their competitiveness in the market through brand preservation. However,... Some organizations fail because of their inability to maintain their brand name as competition leads to its reputation. Others have successfully managed their brands and achieved their goals. It One of the brand names which has existed over the years is Pura, a milk produced by Lionco in Canberra, Australia. Pura is a milk...

This essay analyzes the strategies that have made Rolex a famous brand. It is a descriptive case study. In this case study, the qualitative method has been followed. The data that is used in this case study is secondary data and it has been collected through websites and books.... Brand management helps to develop a strong long-term emotional relationship between a brand and customer. Brand management represents a company product at the market. Branding can reveal about the company, its products,...

The paper 'Brand management for Rolex' will explain the Brand management strategy developed by Rolex in the international market. Rolex has followed certain branding strategies to maintain its good image in the international market and enhanced its brand value significantly.... This case will analyze the strategies that have made Rolex a famous brand. It is a descriptive case study. In this case study, the qualitative method has been followed. The data that is used in this case study is secondary...

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.... Brand management. 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. The brand has come out strong...

This paper aims at studying various aspects of Brand management. Some theoretical concepts of Brand management mainly revolving around brand value, brand image and brand positioning will also be discussed. The practical application of these concepts is also studied with special reference of WalMart. ... Creating and maintaining a brand image is not just enough but it should also be communicated to the target market. It helps not only in brand positioning but also in improving brand performance....

This essay "Contemporary Brand management" focuses on a vital aspect of marketing in today's business. Proper Brand management helps a marketer to create a sustainable image for their brands. A company develops a branding strategy in order to create a good image.... The theory of branding and Brand management are important aspects of marketing. A good brand image helps the product distinguish itself from its existing competitors in the market. In this paper, the brand NIVEA and its entire branding...

The paper 'Strategic Brand management' is a sage example of a marketing case study. Beyond a reasonable doubt, it is safe to claim that in terms of international entrepreneurship an immensely important role plays strategic Brand management. ... The paper 'Strategic Brand management' is a sage example of a marketing case study. Beyond a reasonable doubt, it is safe to claim that in terms of international entrepreneurship an immensely important role plays strategic Brand management. In other words,...

The objective of the discussion is to develop a new brand and structuring as well as ascertaining its brand name, logo design, slogan, positioning, secondary association, and legal protection. The discussion will further aim at identifying the communication and promotion strategies. ... Brand management is a process of managing the brand in a manner that can assist in generating positive results for the organization. The new brand that has been created for Ford Motors is Ford Nuovo. The selected...

This paper under the title "Brand management - Reebok" focuses on the fact that Reebok is an American-inspired, international brand that produces and markets sports and lifestyle products based on a strong legacy and legitimacy in fitness, sports, and women's groupings.... Reebok is dedicated to designing items and promoting programs that replicate creativity and innovation and the longing to perpetually dispute the status quo. The brand was founded in 1890. This trademark was chosen because it signifies...

The firm that is analyzed in the paper is the Hoyts cinema, a branch of the Australian large company Hoyts Group that owns a display exhibition in an estimated 42 Australian prime cinema holdings placing it at the second spot in the cinema dominating industries in Australia. ... This essay discusses that branding adds more value to the product that an organization offers making it popular among the less informed individuals in the society. The Hoyts cinema company boasts to have a market share value...

The paper 'Dove Strategic Brand management' seeks to expound the concept of strategic Brand management with special reference to the personal nurturing brand 'Dove' and the 'Real Beauty Campaign'. A brand refers to a name, term, symbol, or any other attribute that distinguishes one seller's services or goods.... Because brands are now acknowledged as part of business capital, they must be exploited. This is the province of strategic Brand management: that is how to generate value through proper brand...

The objective of this coursework "Contemporary Brand management" is to conduct an extensive analysis of Brand management at Rolex. The aim of the project is to highlight the vital role of brand image, personality, and positioning in the modern business landscape.... The brand is referred to as a perception that is overtly demarcated from other services or concepts in order to be efficiently marketed and to gain a competitive benefit over the other rival firms. A précised definition of the...

With growing awareness among people and accelerating competition in this globalised world the role and importance of brands are increasing rapidly. Companies today are immensely interested in the brand and the Brand management.... Brand management. With growing awareness among people and accelerating competition in this globalised world the role and importance of brands are increasing rapidly. Companies today are immensely interested in the brand and the Brand management. Brand image can be the deciding...

This essay "Brand management: Mercedes" presents Mercedes Benz as one of the cool companies that have developed strong strategies to market their products to the target customers. The company has managed to reach the middle class and the high economic class to purchase their luxury car brands.... Brand extension has been an important policy for the company as one way of satisfying their customer and competing with rival companies. However, it is crucial for the company to focus on extending its brand...

The researcher of this essay analyzes the fashion brand Rizla and its management system. Brand, is a word synonymous of a product one comes across through advertisements. It is a brand that impresses the senses. Brand is the name or symbol used to identify a product. ... This essay explores the fashion Brand management. The brand the essay talks about is Rizla. Ferrari is a brand that one associates with flashy cars. Similarly, Levis Strauss is the brand of popular jeans worn by young and old the...

From the paper "Brand management of Nintendo " it is clear that the brand value and image have been largely bolstered following the successful launch of Nintendo Wii which has the aspects of being technology-driven yet being simple and fun-loving in its attributes.... Generally, the twenty-first century has often been stated as the age of consumers and competition. The aspect of globalization has led to business organizations expanding their businesses beyond geographical and political boundaries...

CONTEMPORARY Brand management Name: Course: Institution: Date: Table of Contents Introduction Adidas was officially registered in 1949 in the month of August, under the names Adidas AG, by German called Adolf Dassler. It was his name that constituted the title of the company.... He aimed at providing each athlete with the most standard equipment. In 1920, he made his first shoes by employing the few available materials after World War I. Presently, the range of Adidas products stretches from apparel...

The author of the present research paper "Kissmat Konnections Brand management" outlines that Kissmat Konnections is an emerging cosmetic brand that has been launched in the UK market very recently. The company has gained increased popularity in its range of body care and personal hygiene products.... According to the text, the success of the company in this sector triggered their decision to launch the cosmetic brand that includes a wide range of cosmetic products. In the last one year of its launch,...

Toyota is currently among the top global brands.The best approach Toyota can apply in branding a new commodity is through integrated branding. Integrated branding involves setting up a brand team, conducting a brand environmental audit, developing brand environmental tools and applying the tools.... Toyota is currently among the top global brands. In my view, the best approach Toyota can apply in branding a new commodity is through integrated branding. Integrated branding involves setting up a brand...

Table of Contents Objective of the Brand management and Activation Plan: 2 Background Situation: 2 Brand Positioning: 3 Goals and Objectives: 4 Brand Inventory: 4 Brand Associations: 4 Evaluation of Brand Equity and Brand Building Blocks: 5 Consumer Analysis: (their benefits sought, their definition of values) 7 Market Segmentation, targeting, and positioning: 9 Competitor Analysis: 11 Point of Parity and Point of Differences: 12 Points of parity: 12 Points of Differences: 13 Competitive value proposition:...

This paper "Brand management – Adidas" comprises an evaluation of Adidas in the context of its brand development strategies. The paper focuses on the company profile of Adidas and its brand positioning in the context of Customer-Based Brand Equity (CBBE) model. ... Researchers have accentuated on finding out how the brand personality is connected to the qualities of human beings. With the intention of fortifying the association between an organization and its customers, brand managers across...

In this paper, 'Contemporary Brand management: NIVEA' the concepts of branding and its relation to the brand NIVEA have been discussed. The paper comprises of theoretical concepts of brand positioning and brand analysis related to NIVEA brand.... The author states that brand is regarded as a trademark that distinguishes itself from other brands or products. The visual uniqueness of a brand is the combination of several features such as name, symbols, letters, shape, slogan, signature, color and others....

"Luxury Brand management" paper highlights the challenges that luxury brands such as R&S face in an effort to penetrate new markets amidst stiff competition from established brands. The paper lights the intensity of competition with which luxury brands compete for consumers in the Chinese market. ... One of the most common domains in marketing that has drawn the attention of brand managers, consultants, scholars, and CEO's in the last four decades is branding. Companies in the luxury industry are...

The paper "Brand management: Fortunate Foods" discusses that once consumers understand the total brand personality of Fortunate Foods and how it can deliver value over the major competition, the foundations of brand loyalty exist that provide multiple opportunities for co-branding.... Fortunate Foods is an SME with a business model designed to revolutionize the food procurement and consumption processes. In today's hypermarkets and supermarkets, diversity of product offerings that range from frozen...

The paper 'Brand management and Analysis' is a bright example of a marketing assignment. Describe the product briefly (you are a brand marketer) how would you explain elements of the brand? Brand elements are the physical or visual components of a product or service that identify and differentiate it from others.... The paper 'Brand management and Analysis' is a bright example of a marketing assignment. Describe the product briefly (you are a brand marketer) how would you explain elements of...

The understanding of the organizational culture is an integral part of the change process of company success. The paper "Strategic Brand management" provides some recommendations for the practicing managers which may improve their performance in the changing environment.... The skills of people are crucial. Without proper skills, it is impossible for organizations to reach the proper level of productivity, advancement, and success. They can provide the customers with excellence and preference they...

The essay "Gaming Brand management Project" focuses on the critical, thorough, and multifaceted analysis of the major issues in the project in Brand management in gaming. 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...

The author answers the questions about Brand management of Prada, a synonymous to competitive advantage in fashion, emphasizing highly differentiated offerings way beyond other fashion brands and trends. As a leading force in fashion, Prada is also able to promote an enviable reputation for luxury. ... Prada brand, created to showcase elegance and Gatsby is known for its sophisticated innovation and excellent product detailing. It showcases the actual innovation in fashion, making it potential to...

At present, the company is operating in the UK and produces a variety of bottled water. These brands are One water, One flavoured water, One... The paper 'Brand management: One Water" is a great example of a management case study. The idea of launching One was conceived by its owners in 2003 and in 2005, Global Ethics Ltd and brand One was launched in the market. At present, the company is operating in the UK and produces a variety of bottled water. Brand management: One Water ID: Module: Word Count:2501...

The paper "Product and Brand management" has selected HSBC to develop the strategic report that can help Oxford Brookes Brand Consultancy to decide which brand they want to pitch for. The study will describe the 'brand HSBC' in context to their business vision and business operation.... HSBC Holdings Plc is a renowned multinational banking and financial service provider which is headquartered at Canary Wharf, London, United Kingdom of Great Britain. Although the retail banking giant was established...

The study will attempt to address the question: What can Paxil Do? The dangers that Paxil imposes must be countered with corporate social responsibility in order to find success and revitalize its brand reputation in key domestic and international markets.... This report identifies the causes of this negative marketing from a historical lens and also suggestions on how to revitalize the fading brand and restore its recent lost brand equity. The essay will begin with the Historical Marketing Tactics...

This paper seeks to highlight the benefits Private Label Worldwide can get from developing its own brand as compared to manufacturing sportswear and supplying them. Further, the paper specifies the products that can be under the umbrella of the brand.... A brand can be construed to mean a service or product or concept produced or offered by a given company and can be distinguished publicly from other concepts, products or services. The distinction of a brand means that it can readily be communicated...

The paper "Brand management - Evisu Program" discusses that in spite of the many obstacles it has faced since the turn of the century, it is obvious that Evisu is a premium clothing brand that is capable of dominating the denim industry again as it once did. ... Evisu is a Japanese high-end clothing firm that specializes in manufacturing and selling denim through orthodox, labor-intensive methods. Evisu is an internationally recognized brand that is popular with all ages of people. Since its founding...

The paper "Global Brand management Strategies" discusses that L'Oreal is making frequent and huge strides in the business world. It has become an indomitable giant in the industry. For example, in the year 2012, it recorded an exceeding growth of 10% nominal terms and 5% organic terms.... When it comes to the identification of future markets, L'Oreal is a step ahead of its competitors. With the use of its powerful brands, the company has extended to enchanted territories. La Roche-Posay and Vichy,...

This work called "Nokia Brand management Consultancy" describes a well-known global huge mobile phone vendor. From this work, it is clear about The deal between Nokia and Microsoft, the company's aims, strategies, competitive advantages of a partnership.... The mobile phone brand is renowned for its reliability and durability in the mobile phone sector. In the past few years, the organization signed an agreement with Microsoft and since then it has released several phones under the umbrella Windows....

Brand management may be defined as a company's effort to create interconnection between its products and the targeted set of customers in order to enhance loyalty of the customers towards the product or the company as a whole (Keller, Parameswaran and Jacob, 2011). In this era... The paper "Brand management: Nokia Communication Company" is a great example of a case study on management. Brand management may be defined as a company's effort to create an interconnection between its products and the...

This paper "Strategic Brand management" presents a management strategy including the development of brand name and logo. It discusses the basis on which the brand is to be valued, justifies their brand decisions and demonstrates the role of marketing in supporting their development proposals.... The present age is defined by short attention spans and the need for instant gratification and an apparel company can quickly gain market share if the Brand management, as well as the marketing mixing, is...

Executive Summary This report focuses on the brand performance of Nintendo's Wii as compared to its competitors in the United States market. For this report, various marketing reviews were researched upon. Scholarly articles and text books were researched for concepts of Brand Positioning, Product Design, Building Brand Equity and Nintendo's strategies of Wii were analyzed in the light of the latter.... Wii's product design is both its strengths and weaknesses. Its unique and user friendly controls...

This paper talks that Apple Company is one of the largest technological companies in the world. The company develops consumer electronic gadgets such as desktops, laptops, smartphones, computers, iPods, and tablets. The company has, however, managed to maintain a good brand image to its customers even after the death of its founder Steve Jobs. ... The process of creating an inner connection with the product of a certain company is known as brand identity. The process aims at creating an emotional...

This essay "Brand management Apple" discusses Apple's Brand Value Chain which specifically composed of value stages and filters. Being so focused on a certain market segment would mean more competition because every company in the same industry seems to be doing it.... In the United States, the best-price strategy compared to low-cost strategy is tantamount to the high-quality standard of product or service offering. This is the reason why customers are willing to pay for high price and it is expected...

The paper "Business-To-Business Brand management" tells that a brand is dubbed as the personality that identifies a product, company, or service and is represented through the name, sign, term, symbol, design, or a combination of all these factors (Donavan, Janda and Suh, 2006).... A company uses brands for the purpose of enhancing its visibility in the market place and thus, branding is an essential tool in the marketing strategy of a firm. Building better brand perception is considered primary...

The paper "Brand management and Research Issues" focuses on the critical analysis of the major issues on Brand management and research. Consumer culture is intricately related to branding. The mechanism acts twofold. First, consumer behavior is to be understood and analyzed before branding.... Second, influential brands would affect the consumer culture itself. In the age of globalization, marketers have obtained cultural authority. By competition among the rivaling brands, the customer is finally...

The paper 'Brand management in Ralph Lauren' is a thoughtful example of a marketing report. The name Ralph Lauren is at the core of lifestyle marketing. Ralph Lauren, established in 1967 by Ralph Lauren, is a popular brand all over the world.... The paper 'Brand management in Ralph Lauren' is a thoughtful example of a marketing report. The name Ralph Lauren is at the core of lifestyle marketing. Ralph Lauren, established in 1967 by Ralph Lauren, is a popular brand all over the world. The brand is...

The paper "Issues of Global Brand management" discusses that John Lewis merchandises respect the need of those people who work very hard to show their care to family members. By using John Lewis merchandises, these people can actually celebrate their emotional bonding with family members.... In the promotional advertisement, John Lewis hardly uses any emotional dialogue or branding element that can evoke emotions among customers. Rather, the company uses rational brand elements like style, fine quality...

The author of the paper "Brand management on LinkedIn Development" argues in a well-organized manner that LinkedIn members spread across nearly 200 countries depict that it is doing its marketing campaign effectively, and this implies success.... LinkedIn Inc. ranks as one of the largest professional networking companies in the world with a record 300 million members across the world. The escalation in the number of members from just hundreds, when the company started in 2003 to approximately 300...

The essay "WALLS Brand management Issues" focuses on the critical, and thorough analysis of the major issues in the Brand management of WALLS, initially introduced as an independent brand, which is now a brand of Unilever. This brand was first promoted in the UK.... Then it occupied other parts of the world. Thomas Wall and Son Ltd which was a known meat producer in the UK thought of manufacturing ice cream in 1913 to fill the loss caused due to a decrease in demand for sausages and meat pies during...

The object of analysis for the purpose of this paper "Strategic Brand management of Apple " is Apple Inc, a multimedia computer tablet that was the third major innovation released in the last decade. It began as an Apple Computer widely known as Macintosh personal computers.... This paper discusses the Apple Company from its inception in 1980 into the market of software and computers. Additionally, the paper analyses the company, its mobile products that have dominated the market for a considerable...

The brand has been in existence for the last 176 years. The brand is presented and marketed as an exclusive brand with a rich heritage. Its customers perceive it as an exclusive luxury brand and... The paper 'Luxury Brand management: Patek Philippe" is a great example of a management case study. Patek Philippe is a leading super-luxury watch brand based in Geneva, Switzerland. The brand has been in existence for the last 176 years. The brand is presented and marketed as an exclusive brand with a...