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dentity helps the company to remain one of the top competitors on a global level while continuing to expand the product line and amount of revenue that is available on a yearly basis.
Victoria’s Secret is one of five companies under the name of Limited Brands. The other stores that follow this include Bath and Body Works, Pink, La Senza and Henri Bendel. The initial store began in 1963 in Ohio as a specialty realtor focused on lingerie, personal care and beauty products that are specific to women’s needs. The founder of the company is Leslie W. Wexner, a Russian immigrant that began to build a portfolio of fashion soon after graduating from high school. He grew the company from the founding store of his parents to lead into a segmented corporation. The mission of Limited Brands is to offer the world’s best fashion brands by providing high quality materials. This is followed by Limited Brands offering customer experiences that are unmatched in the industry followed by a focus on loyalty from customers and growth from both potential customers and stakeholders. There are four core principles that follow this, including the focus on the customer, passion that leads to success from the excellence of products, inclusion of new and innovative products for success and the belief to be fair in all business dealings. There are over 2900 stores in the U.S. and Canada and over 40 La Senza stores that are located across the globe. There is an average of $8.6 billion revenue in 2009 and 90,000 employees that are in the US (Limited Brands, 2010).
The brand equity that is defined by Victoria’s Secret begins with the firm level that has been created. In 2009, the net sales of this branch were at $1,388,000 with a sales change increase of 9%. The comparable store sales are at 6% with an average of 6,063,000 square feet for sales. The stability of the store continues to remain the same, with potential for growth not only within the US and Canada, but also on a
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The product category chosen for the project are chocolates. The chocolate industry is at a growth stage and is expected to increase in the future. The global chocolate market is expected to grow by CAGR 2.7% from $83.2billion in 2010 to $98.3billion in the year 2016.
Founded in 1906, it is a business organization with vast marketing experience of over a century hence having an advantage over the rest the competitors in the market. The Xerox Company has developed different brands in the market, done sales promotion and therefore has been able to win customer loyalty thus boosting its sales and revenues.
Effective branding strategy helps an organization to achieve several potential competitive advantages in competitive global market place. Several leading organizations around the globe are trying to increase their core competencies through the implementation of several unique competitive strategies.
Research has shown that prunes carry the image of being dried out, worn out, wrinkled, ugly, old-aged things used only as laxatives, and are a plebeian symbol without prestige. Consumers also hold images of institutions. Images of retail-store characteristics or personalities affect shopping behaviour.
Since these are constantly moving targets, so is equity. Companies must address their "value package" or "value proposition" for each customer and plan accordingly (Crawford 2003), The equity of their brands, products, and services insure the loyalty of the customers they want.
Moreover, with the advancement in the field of science and technology, now the consumers are more aware of variety of offerings for same product. Thus, it is become essential for those organizations who desire their survival, success and sustainable growth in the long term, to do successful and effective branding of their products.
A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change.
Brands that were in the front line in the past and had ruled the scene once are there today for the sake of it. There a long list of such brands that have a glamorous history but today they are desperately waiting for a buyout, restructuring,
According to the report Zara Home has grown internationally to have a presence in 23 countries and 250 stores. Brand positioning refers to the targeted consumer’s preference to buy your brand instead of others. Zara has been able to carve out its own niche through cost leadership as the high-end fashion product at a reasonable price.
Brand equity refers to the positive image and pleasant associations that a particular brand has in the mind of the consumer. Brand equity is a measure of brand loyalty, which in turn is caused by quality and consistency in product or service
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