Got a tricky question? Receive an answer from students like you! Try us!

Btranding - Essay Example

Only on StudentShare
Masters
Author : emilybins
Essay
Marketing
Pages 8 (2008 words)

Summary

Branding Introduction A brand is dubbed as the personality that identifies a product, company or service and is represented through the name, sign, term, symbol, design or a combination of all these factors (Donavan, Janda and Suh, 2006). A company uses brands for the purpose of enhancing their visibility in the market place and thus, branding is as an essential tool in the marketing strategy of a firm…

Extract of sample
Btranding

An organization attracts and maintains a base of loyal customers by promoting their prestige, image, value and lifestyle through the efforts of branding. A number of studies have shown that proper branding leads to higher sales of the products and other services associated with the brand (Hill, 2008). For example, if a customer likes Dairy Milk, a brand of Cadbury, he or she is more likely to taste Bourneville as well. A good brand has the ability to deliver the messages of the company to its target audiences, influence and motivate the buyers, confirms the credibility of the firm and emotionally connects with the target population. However, to achieve success by means of proper branding practices, it needs to understand the needs and wants of the customers (Clarke, 2001). It is often argued that a brand resides in the mind and the heart of a consumer and positively influences customer purchase behaviour, but few academicians disagree to this fact and deem that a brand image can influence the purchase negatively as well (Knox and Denison, 2000). This report seeks to analyse the opportunities for development of a particular brand. However, prior to the identification of the opportunities of the brand, the study will review and identify the weak points and challenges of the brand. ...
Download paper

Related Essays

Marketing Management
Primary research has shown that the most preferred brand in the category of consumer product is Pantene. They prefer Pantene than any other brands because it caters to all types of hair requirements. Pantene is the most famous brand in hair care; they are brand loyal towards the product. Brand loyalty is an attitude toward a brand (Pride & Ferrell, 2008, p.330). The primary research shows that they are satisfied with the brand and thus consistently purchase the same brand. Pantene a product of Procter & Gamble has very well positioned itself in the minds of the customers. The survey has shown…
6 pages (1506 words)
Retail Market Analysis - Mobile Phone Retailing in the UK for the last quarter of 2011 (October – December).
Current paper focuses on the mobile phone industry of UK; the country’s mobile retail market is analysed emphasizing on the last quarter of 2011. Reference is also made to the industry’s performance in the past, especially during 2011, since it is considered as a valid indicator of the industry’s performance not only in the last quarter of 2011 but also in the future. A problem has appeared when reviewing the performance of the sector’s major competitors for the last quarter of 2011: not all of these firms publish their financial accounts and it was not possible to retrieve these…
9 pages (2259 words)
Masafi staregic marketing pan
8 Core Competencies 8 Future Industry Analysis 8 Market Analysis 9 Perceived Customer Value 9 Customer Analysis 10 Segmentation 10 Targeting 11 Positioning 11 Marketing Strategy 13 Service Marketing: 7Ps Framework 14 Brand Strategy 18 Final Budget 20 Recommendations 21 Appendices 25 Executive Summary The study will propose a marketing plan for Masafi’s mineral water. The project will start with the mission and vision of the organisation. Following these, the study will provide a brief history of Masafi. A PLC and BCG matrix has been implemented for the purpose of the study. Then a market…
16 pages (4016 words)
Exploring Customer Attitude
The pilot study will be undertaken to capture the attitude of a convenient sample in and around Hertfordshire, where Playful Times Toys which will be representative of the companies population. Both qualitative and quantitative techniques will be used. In the qualitative categories, in depth interviews of about 25 existing channel partners of the acquired company will be undertaken using the semi-structured interview technique. In the quantitative category, questionnaires will be administered both physically and using internet to about 500 potential customers comprising parents and…
8 pages (2008 words)
Why we left our factories in China
Businesses are compelled by competition to sell products at the lowest price possible at the highest quality doable. Such, businesses are always on the lookout for ways on how to cut cost and improve quality on the inputs of production. This effort to cut cost often points producers and businesses to outsource to China because of the cheap labour and material cost. In the article by Sheridan Prasso entitled “Why we left our factories in China”, Prasso pointed the numbers why manufacturers go to China. In 2005, Sleek Audio was quoted a price of $20 of $19 or $20 for one particular component…
4 pages (1004 words)
Marketing Case Study
The IKEA products are often referred as ‘start up furniture’ which is bought by the consumers for their first home. It is due to this reason that the company focuses on income level, age, education etc while targeting the market segment. The market has been segmented in the following manner: Segment Age Group Annual Income Level Psychology Education 1 18 - 25 >$ 34500 This particular age group has a tendency of being driven by social trends. They generally do not possess much knowledge about ethical trading. High school and College (education) 2 26 - 35 $34500 - $ 68000 This age group has…
6 pages (1506 words)
Information Searches
Some of the purchases that entail low involvement decisions are made without any previous though or planning and involve impulse buying. Medium involvement involves limited problem solving where the consumers already have some information about a good or a service and the continue searching for more information.Most of high involvementpurchases are not often purchased but are very vital to the consumer. Marketers should provide enough information concerning the attributes of the product. The marketers should also consider pricing their products in a manner that will entice the consumers into…
4 pages (1004 words)