This website uses cookies to ensure you have the best experience. Learn more

Brand Management Essay

1333 words - 5 pages

Q. A.
Taking a brand from the mobile phone manufacturing industry, in this case Nokia can be used. The brand is categorized in awareness sets. In the awareness set it falls under the category of the processed sets. Further, in the processed set the Nokia accessories are sub grouped into the evoked position. They are brands that the users can purchase as alternatives (Brisoux & Cheron, n.d). The purchaser will make a decision on whether to purchase the product after perceiving a need for the product. The purchaser will then seek information that pertains to the products of interest; in addition, the purchaser will consider the alternative for the product before finally deciding to buy it. Soon after purchasing the purchaser will compare the expectations and the satisfaction level of the product, which would determine their next purchase (“Consumer behavior”, n.d). Effectively advertising of the brand through the media sources and organization of events to show how the products work is the best way of creating brand equity and in that effect will promote customer satisfaction (“Brand equity and positioning”, n.d).
Q.B
Speaking of the Nivea Company, the company’s brand portfolio is a branded house. All the Nivea products are of the same brand. The company offers a full scope of qualities and imagery to make its products needed and desired by the potential customers. The Nivea brand hierarchy is made up of the Nivea skin care, personal care and face care/cosmetics. The company should increase the brand hierarchy level so as to attract more customers.
Q.C
Samsung is one of the brands that are marketed in more than one country. Such companies use the standardized method of marketing since they maintain their initial brand name in all the different countries they market. Thus, all the products Samsung develops will eventually be presented in every country where the company products can be purchased. This is opposed to the customization in which they would be forced to rename their brand to suit the local market (Vogt, n.d). Though, one feature of customization could be implemented by a company with the standardized marketing strategy; such companies, especially the ones specializing in electronics, tend to develop cheaper product lines intended for developing countries.
Q.D
According to Jaworski & Kohli (1993), market orientation is defined as a system of organizational culture in which personnel is dedicated to unremittingly creating greater customer value, or as a categorization of marketing undertakings that lead to better depiction. To contribute to the integration and better market orientation of my company I would offer conducting a market research. It would be used to determine the kinds of products most needed or preferred by our target market. Basing on its findings, the company would decide what new products to introduce to its lines or how to improve the ones being offered. Such steps would help the company gain more popularity among the...

Find Another Essay On Brand Management

Branding And Brand Management: Cadbury Essay

1461 words - 6 pages What is a brand?A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them form those of competitorsEssentially a marketer's promise is to deliver a specific set of features, benefits and services consistently to the buyersCadbury's best tasting chocolate constitutes the main ingredient of much of these products including

Brand management of Ritz Carlton Hotel

3872 words - 15 pages which is the main tool for marketers to distinguish their services from competitors. Brand management is essential because technology and service formulation will be copied by keen competitor quickly while only brand personalities cannot. Also, successful brand is valuable because it can create a stream of future earnings.Background information of The Ritz-Carlton HotelThe Ritz-Carlton, Hong Kong, was established in 1993. It is a wholly owned

Brand Product management for Mobile Phones

6977 words - 28 pages 1. Background research1.1 Sony EricssonSony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones and accessories, PC cards and M2M solutions. The products combine powerful technology with innovative applications for mobile imaging, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile

Brand Management: Pepsi Co. In Pakistan

4291 words - 17 pages already franchised pizza Hut and KFC in Pakistan, which they acquired in 1977 and 1989 respectively.PRODUCTPACKING & PRODUCT LINE MANAGEMENT OF PEPSI COLA:With set of attributes condition of pricing and quality. The brand management strategy of Pepsi Cola International is Multi Brands where additional brand are introduced with the same exiting brand category such as:PEPSI COLA HAS THE FOLLOWING BRANDS:PEPSI COLAMIRANDATEEM7- UPMOUNTAIN

Brand Management: Aero Asia Airline Service (Pakistan)

3912 words - 16 pages TABLE OF CONTENTS*EXECUTIVE SUMMARY*THE TABANI GROUP*HISTORY OF THE TABANI GROUP*INTRODUCTION TO AERO ASIA*GENERAL SALES AGREEMENT*AIR CHARTER AND CARGO SERVICES*AIRLINE OPERATIONS*ABOUT THE FLEET*AERO ASIA ORGANOGRAM*MISSION STATEMENT*GOALS*OBJECTIVES*MARKET SEGMENTATION*POSITIONING*MARKET CONCENTRATION*FUTURE PLAN*COMPETITORS*MARKETING MIX*PRICE PERCEPTION*BRAND NAME*BRAND IMAGE*URLS*SLOGANS*SWOT ANALYSIS*STAGE IN LIFE CYCLE*RECOMMENDATION

Nepal Brand Management

1116 words - 4 pages of the product, in fact price promotions brings out a doubt in the minds of the customers about the quality of the product.Non-price based promotions restores confidence in the mind of the loyal customers and contributes to only 15% of non-loyal customers to consider switching their brand preferences.Non- price promotions therefore, seem to be a viable option for the companies to promote themselves in Nepal. The companies can also distinguish its

Amongst brand/marketing management there is a significant polarization about the cost-effectiveness of using celebrities in advertising communications. Explain

970 words - 4 pages divided. One party believes that the use of celebrities in their advertisements is the reason why the sales have gone head-spinning up, while the other party sees it as a waste of budget because the true identity of the brand has been lost and swallowed by the celebrity's appearance. To make sure that the results will be positive, the advertisers must have a clear understanding of the "black box" of celebrity endorsements.If the advertiser goes along

Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value

3336 words - 13 pages , AmbitionProtection 5% Trademark registration, litigation, disputes3. Brand Value3.1 DefinitionBrand value is the financial value of the brand. The ability to value and put a price tag on a brand's value may be useful for a number of reasons: Mergers and acquisition, brand licensing, fund raising, brand management decisions. Why do we need to include brand value on the balance sheet?1) The value of liquidity in case of a forced sale.2) The book value for company

brand awraness

4251 words - 17 pages Brand awareness of Spencer's & its comparative analysis with other retail outletssubmitted by: NEELAM SHARMA[attachment=8861] SPENCERS RETAIL LIMITED Company Profile Company Profile Spencer's retail is the largest* supermarket chain in India. They offer a complete range of products & durables, from bread to bed cover; from toothpaste to even television sets. Today Spencer's has 100 stores spread across 25 cities with a retail trading

Impact of Brand Extensions on Brand Equity

697 words - 3 pages businesses not to forget to create new brands as well. Procter & Gamble is a great example of successful company that took the creation of new brand very seriously. Works Cited 1. Kotler, p. (2003) Marketing Management. Eleventh Edition. United States: Prentice Hall. 2. Mitchell V. et al. (2013). ‘Retail Brand Extensions - strategic thinking’, Marketing and Customer Strategy, 1 [Internet]. Available at: http://www.cassknowledge.com/research

Definition of Brand

627 words - 3 pages (Raven, 1959) he mentioned that the brand strategy should fit with the power that the top management or leader who expect that the other party such as subordinates to accomplish the desires of the company in order to achieve the goals but at the same time to penalize if failed to achieve the target. Hence, there is also a reward power where managers try to create an assessment if there is a situation of imbalance power. 2.2.3. Consumers In order

Similar Essays

Marketing And Brand Management Essay

690 words - 3 pages Running Head: MARKETINGMarketing and Brand Management[Writer Name][Institute Name]Marketing and Brand ManagementIntroductionConsultants, researchers and managers recognize the brand management is an important tool for marketing in this global era (Kurtz, MacKenzie & Snow, 2009). In a time of constant continual change in the global marketplace, a brand provides a source of constancy and consistency that a firm offers to customers.DiscussionA

Brand Management Theories Essay

2475 words - 10 pages The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make

Apple Total Brand Management Essay

1346 words - 5 pages . has undergone a sea of change over the years, from being PC creators to IPod, the revolutionary digital media player. This write-up will discuss the article Total Brand Management, Choices Again and vis-à-vis Apple Inc (AAPL). Article 1: TOTAL BRAND MANAGEMENT When a product is designed as a brand business system, brand management cuts across different business function streams. It requires decisions and actions at every point along the value

Brand Management / Cult Branding Essay

5121 words - 20 pages level emotional relationship with target audience, we believe that Cult Branding becomes popular method of achieving this aim. Once your brand becomes a cult, there is no way to compete with it in particular field of interests; cult brand will gain the pedestal of profitability as it meets customer needs in not only rational, but on physiological level.The author of "Culting of Brands", Douglas Atkin has researched the parallels between