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 th...
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Brand is an image, symbol, sign or some of these, which used to create a clearly view to the product and let consumer recognize the product and discriminate it from other competitor. Jobber(2003) announced that brand could be seen as the product’s quality guarantee, a product with good brand image will have more possibility be chosen when the customer had difficult on their choice. Brassington (2007)stated that brand was a key part of the tangible product, especially in the customer market. The brand represents the one product line or a single product of the company. It also can enhance the images in people’s view and ensure the product not be forgotten by customer.
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
Gone are the days when supersizing brand portfolios and product line extension were the pioneer strategy to rule the domestic market and conquer the global ones. Brand rationalization has emerged as the “panacea” to overcome the ills of supersized portfolios- be it the FMCG, Mobile services, Electronics or Automotive sector. However, the implementation of Brand rationalization (reducing the portfolio size by deleting or merging brands) has its own challenges.
According to Philip Kotler “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 from those of the competitors. The business firm(s) faces the choice, whether it should brand its product or not? The Generic products can be offered to the consumers at a price lower than the branded products with standard or lower quality. The brand sponsor decision involves the decision about who is going to brand the product, manufacturer or re-seller or will it be a combination of the two? Indian retailing has seen a lot of ups and downs over the last few years. With the increasing growth of the organized
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
in making the brand recognisable globally by making use of various forms of media and technology
The proponents of standardization approach in international marketing views the globalization trends as a facilitation of technological uniformity, greater level of similarity, and higher convergence of consumer preference, taste, and needs. The growth of international communication channels also facilitate the standardization including th...
This research examines however Samsung develops new sophisticated merchandise and brings them to the mass market on a world level. Though Samsung may be a multi-national company with fifty six worldwide subsidiaries, this study concentrates on the United Kingdom market. It discusses 3 terribly totally different completely different} merchandise and the way they need variable promoting ways and channels to produce 3 different markets.
Umer, Shehzad; Salman, Ahmad; Kashif, Iqbal; Muhammad, Nawaz; Saqib, Usman.(2014). Influence of brand names on consumer choice and decision. Journal of Business and Management, 16(6), 72-76.
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
Distinguishing one product from another depends on the target market’s ability and in turn the success of any business or consumer product (Lamb, Hair & McDaniel 2009). In the marketing industry and the business world, brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others.” (Bennett, P.D., 1995). Brands are a common part of marketing and they serve as value to consumers. Brands also give firms a competitive edge over another and a certain leverage over its customers.