Creating and Sustaining Brand through Marketing Communications
Case study - 13 pages - Services marketing
The following dissertation provides an examination of the contribution of maintaining an integrated marketing communication to build and support the brands. In build up to the objective of the text, several concepts are sufficiently oriented. Further, an evaluative approach is maintained...
How do brands manage to create genuine consumer communities through social networks? Case Study of Starbucks and Burger King
Dissertation - 7 pages - Digital & e-marketing
With the emergence of the Internet, any business wishing to retain consumers and increase brand awareness must have an excellent digital marketing strategy. For this, brands generally turn to social networks that allow them to create a community of loyal and engaged consumers while...
Brand Management: Louis Vuitton
Case study - 5 pages - Management
Louis Vuitton was founded in the XIX century as a packing-case making firm. These packing cases were very useful because at that time people used to travel a lot for a long duration that lasted several months, and even several years. Packing cases of those times represent suitcases on castors....
Apple TV Brand Extension from Apple Inc
Case study - 7 pages - Business strategy
Apple Inc. is one of the global companies that has documented great success in competitive markets. Since the company was established, its turnover has increased from 3,2 dollars to one hundred and twenty billion dollars within twenty years (Zhang 2023, p.24). Apple Inc. was established in 1976...
Brand Management Analysis: Case of Sony
Case study - 15 pages - Business strategy
Founded in 1946 in Tokyo by Masaru Ibuka and Akio Morita, SONY is the world number 2 in the electronic market. In 1979, the company create the walkman, the CD player in 1982 and the Blu-ray technology in 2003. The company also had developed activities in video-games, computing, mobile phone...
Marketing brand review in France: Heineken
Worksheets - 3 pages - Brand management
The red star on the logo, used since the foundation of the company, is the emblem of the brand. Its exact origins are still a mystery, but some explanations have been put forward. According to some people, it was the symbol of medieval European Brewers which whom attributed mystical powers...
Advertising & Communication - New Guitar brand/products
Thesis - 15 pages - Tourism marketing
The brand has been created to answer a personal passion. The identity of the brand and the products come directly from a vision I have of musical experience and living. In this vision, guitars are linked to Rock n Roll and Blues, but also many spiritual concepts. Among these...
How to manage and optimize your brands' portfolio ?
Case study - 21 pages - Management
Companies must manage their brands' portfolio in order to be successful. Therefore, it implies that they must achieve a full study and assestment of their brand's value and function within the portfolio. We are going to present the main aspects that need to be considered in this...
Analysis of our brands, ads, sales forces and offices, and production
Case study - 3 pages - Business strategy
Our brand strategy was simple: we wanted products that meets the markets, get the most benefit out of it until we could invest in R&D. R&D was the last element that allowed us to create a product close to 100 (regarding the brand judgment). Traveler : Our first brand. We...
Luxury brands on the Internet - between irony and opportunities
Dissertation - 81 pages - Services marketing
The image of the luxury sector on the market is that of selectivity and the scarcity. The challenge for luxury brands is to transmit a burst of accessibility while addressing a segment of consumers, who are the affluent class. Thus, the Internet, which is defined as a mass medium,...
Brand strategies
Course material - 20 pages - Marketing theories
You can build a business without a factory, without offices and without a staff, but you can not build a business without clients. The corollary is that clients are the only reason you are in business in the first place. And marketing is about finding and keeping people to buy and consume your...
A detailed look at brand management
Dissertation - 53 pages - Management
Marketers are now finding it extremely difficult to create new brands. The brand building costs tend to be very high. At the same time the developments at the demand side are creating pressures on marketers to fine tune their offerings as per unique needs of target customs. In order...
Dove company and brand overview
Case study - 13 pages - Brand management
Unilever has been operating in UK for more than a century. With annual UK sales of nearly £2.5 billion, the company is one of the world's leading suppliers of fast moving consumer goods which includes food products, home and personal product categories. In 2004, the company spent $1250...
Brand strategies - published: 16/01/2009
Essay - 12 pages - Business strategy
You can build a business without a factory, without offices and without a staff, but you can not build a business without clients. The corollary is that clients are the only reason you are in business in the first place. And marketing is about finding and keeping people to buy and consume your...
Brand study of Louis Vuitton
Thesis - 10 pages - Business strategy
Asian market is a very good opportunity since the Chinese market today is the third one in terms of luxury (12% of sales), behind Japan (41% of sales) and the USA (17%). What is more, Indians doubled their buying power between 1999 and 2003. Another point that needs to be explained in the...
Brand management and its implementation
Thesis - 4 pages - Management
Although brand management is a relatively new concept, it has developed into a marketing discipline in its own right. The position of brand management was introduced into the organization structure in the 1990's when the concept of brand equity gave birth to new financial...
The development of Chinese luxury brands in France - published: 20/09/2011
Thesis - 4 pages - Services marketing
Even though the emergence of Chinese luxury brand is considered a potential risk in the industry, the Walpole 2005 meeting entirely dedicated to this topic concluded that they would not enter the global market soon. In fact, they are still quite absent in France, where only Shanghai Tang...
Brand analysis and recommendation: Carlton Draught
Case study - 6 pages - Brand management
The survey we made about Carlton Draught showed us the positive and negative points of its brand image in customers' minds. In order to improve the brand image we will proceed in three parts. First, in the brand analysis we will analyse all the aspects of the...
Brand study of Louis Vuitton - publié le 05/12/2008
Case study - 25 pages - Luxury marketing
Asian market is a very good opportunity since the Chinese market today is the third one in terms of luxury (12% of sales), behind Japan (41% of sales) and the USA (17%). What is more, Indians doubled their buying power between 1999 and 2003. Another point that needs to be explained in the...
The Levi's' brand development strategy
Case study - 6 pages - Fashion and ready to wear marketing
All over the world, companies create a brand strategy and try to make it evolve to grow up. Thus, Levi Strauss & Co has managed to build its brand image of Levi's. Over a period of time, the company and its brand have developed in the world. They constantly...
Brand management : Study of an International Brand - publié le 29/09/2010
Case study - 11 pages - Management
The opinion leaders that Chupa Chups uses as endorsers for its products can be anyone who is famous regardless of age. These include erstwhile footballer Fernandez, the former trainer of the Paris Saint-Germain ,who endorse Chupa Chups through public consumption, and who, during his reign as...
Brand analysis and recommendation: Carlton Draught - published: 13/01/2009
Essay - 5 pages - Business strategy
The survey we made about Carlton Draught showed us the positive and negative points of its brand image in customers' minds. In order to improve the brand image we will proceed in three parts. First, in the brand analysis we will analyse all the aspects of the...
Dupond: case study report brand management and marketing
Case study - 3 pages - Management
Founded in 1802, ‘DuPont puts science to work by creating sustainable solutions essential' to improve human life. Present in more than 70 countries, DuPont offers diversified and innovative products in many fields from agriculture to home construction. A machine has many components. Having...
The development of Chinese luxury brands in France
Essay - 4 pages - Luxury marketing
Even though the emergence of Chinese luxury brand is considered a potential risk in the industry, the Walpole 2005 meeting entirely dedicated to this topic concluded that they would not enter the global market soon. In fact, they are still quite absent in France, where only Shanghai Tang...
Dupond: case study report brand management and marketing - publié le 25/02/2010
Case study - 3 pages - Management
Founded in 1802, ‘DuPont puts science to work by creating sustainable solutions essential' to improve human life. Present in more than 70 countries, DuPont offers diversified and innovative products in many fields from agriculture to home construction. A machine has many components. Having...
Analysis of Publicity of "Flower" brand by KENZO
Case study - 4 pages - Services marketing
The Kenzo brand was created in 1988 by Kenzo Takada, a famous Japanese designer. In 1993, he sold the brand to LVMH while retaining the ownership thereof. This large group is the world's leading luxury product group, and it holds a portfolio of high profile brands such as...
Strategic Marketing: Case of Dr Pepper Seven Up, Inc. - Squirt Brand
Case study - 8 pages - Business strategy
SSquirt is a carbonated soft drink that belongs to Dr Pepper / Seven Up, Inc. It is one of the leading brands that dominate market shares in the soft drink segment in the USA. Squirt is one of the best selling brands among citrus flavored drinks and its sales volume tends to...
Strategic Marketing: Case of Dr Pepper Seven Up, Inc. - Squirt Brand - publié le 22/03/2011
Case study - 8 pages - Business strategy
SSquirt is a carbonated soft drink that belongs to Dr Pepper / Seven Up, Inc. It is one of the leading brands that dominate market shares in the soft drink segment in the USA. Squirt is one of the best selling brands among citrus flavored drinks and its sales volume tends to...
Brand management : Study of an International Brand
Case study - 11 pages - Management
The opinion leaders that Chupa Chups uses as endorsers for its products can be anyone who is famous regardless of age. These include erstwhile footballer Fernandez, the former trainer of the Paris Saint-Germain ,who endorse Chupa Chups through public consumption, and who, during his reign as...
Tools used to influence consumer perception of brand: Music and color
Worksheets - 3 pages - Services marketing
Music and colors have already been studied in various fields such as medicine or management. We now focus on the areas of marketing communications and consumer behavior. These empirical studies show how these variables can be used effectively in advertising to influence the perception of a...
