Branding A commonality among Fortune 500 companies is they can be recognized by their corporate brands and product brands. Branding offers companies an edge over the competition and provides advantages to both the company and the customer. Ferrell and Hartline (2014) identified the advantages of branding as: Product recognition Comparison shopping Shopping efficiency Risk reduction Product acceptance Enhanced self-image Enhance product loyalty (p. 204) Apple Inc. Apple is a well-known
retail challenges and reduced interest in the product. Through the understanding of the six branding goals and analysis of Nanda’s experience we can learn from previous branding failures in order to successfully brand her company and one of her products in the Canadian market. Clocky’s marketing strategy was very powerful in stirring interest and eventually sales, yet Nanda failed to fulfill several branding goals in launching her product. Clocky’s physical design made it a distinctive and set it
product differentiation through branding is desirable for both the consumers and producers. Brand names present an identification and information of a particular product to the potential buyers on what the product means while making it convenient for the consumers to summarize their feelings, knowledge and experiences (Rubio, 2014). Brand name enable consumer compared the product to others attributes such as price, quality, past experience and design. Besides, branding help consumers to save time searching
Cadbury Cadbury is a British multinational confectionary company, which is owned by Mondelez International. Cadbury operates in more than 50 countries worldwide. John Cadbury when in Birmingham opened a small shop where he sold coffee, tea and drinking chocolate and lay down the ground, which upon Cadbury was established in 1824. My reason for choosing Cadbury is that it provides me with ample scope to look at the various aspects of Branding such as a vast brand portfolio, innovative advert campaigns
INTRODUCTION TO PANDORA Pandora Jewelry is recognized as one of the most upcoming and unique jewelry company. It started its trade from Copenhagen, Denmark and now has become a global brand with stores in more than 80 countries on six continents. It is popular for its contemporary designs; inspired by Greek mythology Pandora uses hope and inspiration as the basis for their characteristic style. The product is targeted and designed for women with a concept to inspire women to express their individuality
Chapter 2: Literature Review In this chapter, the concept of authenticity will be discussed and analyzed as a general construct and in the context of branding and marketing, as well as the authentic leadership traits attributed to individuals, alongside a brief overview of the social media networks and the authentic behaviour of their users online. As many artists act as brands today and reveal detailed information about themselves while engaging with their followers through social media networks
Davidson is a company with many strengths. The first strength that they have is a strong loyal customer base. It is important to have loyal customers because they continue to come back and purchase more products, thus making more profit for the company. Harley Davidson’s second strength is that they wide product range keeping consumers interested and wanting to return. Having a wide product range gives the customer an opportunity to find a bike that suits them best. If the company were to have a
Brand emotional connection and Loyalty INTRODUCTION In latest time, branding theory literature has focused on the customer– brand relationship, which is based on an image that suggests consumers form relationships with brands in the same way they form relations in a social context (Fournier, 1998; Parvatiyar and Sheth, 2001; McAlexander et al, 2002). The concept is complex in nature and reflects affective and socio-emotional attachments, behavior ties and supportive cognitive beliefs Background of
When society is over-loaded with the amount of information, branding helps to create clarity in consumers’ minds. According to Kapferer (2008), a brand has two different functions: to distinguish products from each other and to indicate a product’s origin. P. Kotler, G. Armstrong, V. Wong and J. Saunders (2008) defines national brand (also called manufacturer’s brand) as “a brand created and owned by the producer of a product or service”. National brands have been the leaders on the market since
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. A significant differential advantage can lead customers to focus on product benefits other than price. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness
2.2.5.3 Branding: Modern customer is very brand conscious. Branding is a process of stamping a product or a group of products or something else which the marketer offers, with some identifying name and mark or combination of both (Kotler, 2001). It creates individuality in the offering facilitating it to be easily distinguished and recognized in the market from rival offerings (Lamba, 2013). 2.2.6 Consumer Buying Behaviour: Consumer behaviour is the activities people undertake when obtaining, consuming
Many studies defined the term brand image in myriad ways, but they were closely related definitions. Aaker (1997) defined brand image as an image that can be recalled by the public, which is relevant and easily remembered as well as considered a positive brand. Brand image consists of “functional and symbolic brand beliefs” (Dobni and Zinkhan, 1990). The brand image is also described as the perception of the customer based on reason or rationality which causes the customer to attach more emotions
In this section we focus on the acceptance of brand extensions for FMCG, durable goods, and services. Specifically, we focus on perceived similarity, reputation, perceived risk and innovativeness as factors influencing the acceptability of brand extensions. (1) Similarity Referent product-extension product similarity (hereafter referred as similarity) is the degree to which consumers perceive the extensions as similar to other products affiliated with the brand (Smith and Park 1992). From table 1
2.2. Sound Symbolism in Brand Names As the literature of sound symbolism grew, the potential of employing sound symbolic tactics in brand naming has been gaining attention from marketers. A brand name comprises of one or more phonemes and previous literature has shown that through sound symbolism, it is possible for individuals to infer meaning from unfamiliar brand names. In other words, individuals are able to form expectations of the properties of products through exposure to their brand names
a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth. A consumer might pay a bigger cost for the company's services or products due to an assurance to purchase the brand or a passive agreement. The path they bought should be identical to the company's status. Furthermore, companies always need to investigate whether
ABSTRACT Youngsters these days are one of the most profitable target markets for the companies. The companies are therefore analyzing the different factors that affect the brand choice and purchase intensions of this group. Young consumers might get affected by their friends, family, brand price, advertising, sales point, brand quality and their attitude. The aim of this study is therefore to examine the influence of these factors on brand choice of teenagers and young adults by considering the
Doyle (1990) suggests that a winning strategy for building a successful brand lies in building quality, providing good service, innovation and differentiation. Brands that have been successful have built a high level of brand equity, which is defined in terms of the marketing effects uniquely attributable to the brand. (Keller, K. 1993). It is synonymous to the price, market share and profitability the brand commands in the marketplace for the firm. Beside valuation purposes, brand equity can be
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers
elegance and craftsmanship. And MHL is about great fabric with workwear austere design and represents unfussy modest aesthetic, playing a key role in penetrating and pleasing broader market, more commercial and younger. Actually for fashion luxurious company, diffusion lines are usually used to be a crucial channel to increase mono-brand awareness, recruiting younger consumers and generating reliable revenues by using more accessible fabrications and lower price points. (Pratt,
Companies input information about the brand through their brand and product and want the consumers to perceive the brand following their guidelines. Consumers first receive that information and come out with their perception of the brand, indicating the brand