This stage provides comprehensive information for use in marketing and promotional plans.
Dave (2002), puts it that "The Brand Equity measure summarizes consumer perceptions on five dimensions: Familiarity, Uniqueness, elevance, Popularity, and Quality." From this, it is apparent that the promotion point and reputation of any company and products is hinged on the brand equity.

Why companies fail in brand equity

All it takes to shrink a brand in today's hyper-linked global network is a single mistake and errant behavior. For instance the recent challenges that IBM and the Toyota brand faced simply due to a defect in their product.

The challenges extend beyond erroneous policies and errant behavior. Global brands must also contend with the fundamental reality that consumers tend to prefer domestic brands over foreign brands. Studies show that home-grown brands get preference over the foreign brands. In some of the world's biggest and richest markets (the U.S., Germany and Great…...

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References

Dave W. (2002). Building Brand Equity Through Advertising. Retrieved on April 11, 2010 from  http://www.ipsos.com/asi/sites/ipsos.com.asi/files/pdf/rc5.pdf 

Kenneth J.R, (2010). Creating the Preeminent Global Brand. Retrieved on April 11, 2010 from www.lippincottmercer.com/pdfs/s95_creating.pdf

Coke's Brand Equity
One of the most important factors for all firms is protecting and improving their brand image. This is because the favorability of a company and the products / services they are selling will have an impact on sales. As a result, the most successful corporations will harness this strategy in order to effectively reach out to large demographic of customers.

In the case of Coca Cola, they have been utilizing this approach since 1919. At the heart of their basic philosophy, is to always create a favorable brand image in minds of consumers. To achieve these objectives, the company's strategy has always been focused on promoting itself to customers. To fully understand how this is achieved requires looking at: the desired outcomes of their marketing communications program, how the different brands were able to remain strong, the role that image plays in advertising and how they compare with a…...

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References

Coca Cola Marketing Mix. (2012). Hub Pages. Retrieved from:  http://bilaras.hubpages.com/hub/Coca-Cola-0 

Bell, L. (2004). The Story of Coca Cola. Mankato, MN: A+

Brand Equity and Customer Purchasing Behavior
Taking into account the numerous modifications witnessed in the marketing milieu- viz. The accessibility to plethora of knowledge through various electronic devices, the emergence of modern methods of buying, the ability of the companies to use technology to target consumer more specifically, getting a feel of customer tendencies is still more difficult. Purchasing activities is the sequence of choice and actions of individuals occupied in procuring and consuming the same. An enterprise must evaluate its purchasing activities. Purchaser's responses to the marketing technique of the enterprise put an enormous influence on the achievement of the enterprise. The marketing perception highlights that an enterprise must build up a unique blend of marketing initiatives that makes the customers happy, and hence the urgency to evaluate the substance, the place, the time and the purchasing pattern of consumers and by way of addressing this, marketing personnel can…...

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References

Aaker, David A. 1996. "Measuring Brand Equity across Products and Markets" California Management Review. Volume: 16; No; 2; pp: 43-47

AMR Research Report. 2004. "POS Data: The Beginning of DDSN for Consumer Products Manufacturers" February.

Anderson, J.C; Cleveland, G; Schroeder, R. 1989. "Operations Strategy: A Literature Review" Journal of Operations Management. Volume: 8; No: 1; pp: 56-64

Baker, M. 2000. Marketing Management and Strategy" Macmillan Business.

difficulty in measuring brand equity for a brand like Coca Cola. Investopedia defines brand equity as the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. As an example, they mention Coca Cola, whose consumers are willing to spend additional money to buy Coca Cola rather than the store brand of soda (Investopedia, 2011).
One scenario when brand equity is important occurs when a company wants to expand its product line. If the brand's equity is positive, the company can increase the likelihood that customers will buy its new product by associating the new product with an existing, successful brand (Investopedia, 2011).

According to Peterson, brand equity is difficult to measure because much of it depends on consumers' opinions about and perception of a brand. Measuring Coca Cola products brand equity is also made more difficult because the company has extended…...

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Works Cited

Investopedia. (2011). Brand equity. Retrieved July 24, 2011 from  http://www.investopedia.com/terms/b/brandequity.asp 

Peterson, N. (2008). Measuring brand equity with Coca Cola products. Retrieved July 24, 2011 from  http://ezinearticles.com/?Measuring-Brand-Equity-With-Coca-Cola-Products&id=1712240 

Sinclair, R. (n.d.). The importance of brand equity in creating firm value. Retrieved July 24, 2011 from  http://www.prophet.com/downloads/whitepapers/sinclair-brand-equity-firm-value.pdf

Marketing and Branding
Discuss the history of brand and ways brands have evolve over time.

The history of brand has quickly evolved from a relatively simple approach taken by companies to differentiate their products and services by name or graphical representation alone to highly targeted, effective, emotive approaches to communicating value. Brands have evolved from fairly generic approaches to communicating the functional value of a product or service to evoking emotions customers attain when using them. An example of this is the progression of Proctor & Gamble (P&G) to communicate the utilitarian values of soap in the previous centuries of their branding to the psychographic benefits to parents of providing clean clothes for their children. P&G continues to excel on this progression from the utilitarian or functional value their products deliver to the psychographic and emotive nature of them. Today the branding and positioning from P&G and other consumer packaged goods (CPG)…...

The company's competitive positioning through brand equity can be seen in the variety of specialized out-door gears and clothing which is offered for any sex, age, and activity type. The fact that REI is very environment oriented and emphasizes on this fact in its advertisement and catalogs very much can also be seen as a major advantage, since its customers are the real out-door enthusiast which see the environment as a main part of their lives. Also the company offers travel services around the globe for its members and customers which increases the brand awareness for its products.

Major competitors to REI are companies such as L.L. Bean Inc., Patagonia Inc., and the Sports Authority Inc. The competitive factors for REI are the way their mission statement holds true to this day: "e inspire, educate and outfit for a lifetime of outdoor adventure and stewardship." Furthermore, the way the company conducts…...

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Works Cited

NAI. (2010). Recreational Equipment, Inc. Retrieved May 28, 2010, from Recreational Equipment, Inc.: http://www.hoovers.com/company/Recreational_Equipment_Inc/hcxjji-1-1njdap.html

NAI2. (2010). What are the differences in REI competitors? Retrieved May 28, 2010, from WikiAnswers - Shopping:  http://wiki.answers.com/Q/What_are_the_differences_in_REI_competitors 

Wikimedia Foundation Inc. (2010, Mai 19). REI. Retrieved May 26, 2010, from Wikipedia:  http://en.wikipedia.org/wiki/REI

Marketing 1.Johnson & Johnson has been able to establish strong brand equity for its line of baby products. What benefits does J&J have because of its brand equity for these products?
The advantages of having a strong brand equity are that it increases the visibility of the company’s product and makes them more attractive to consumers. The brand has the benefit of a good reputation in the minds of consumers: they see the brand of the product and immediately expect it to work and be a good product. This in turn helps the company to grow its sales and increase its margins. The more popular a brand becomes, the greater the premium the producer can charge. For example, if a Johnson & Johnson is selling baby powder that is similar to what a generic off-brand is selling, Johnson & Johnson can still charge more for their product because of the premium afforded…...

Cultural analysis of the Fortress Company focuses on different perspectives, including its competencies, behaviors, organization, and social fabric. The competencies of the company are varied. The company has an asset-based nature that contributes to its competencies. The company invests in various activities including assets to extend its influence on pricing, ownership, and financing of the company. It has vast industry knowledge that enables it to acquire the desired competitiveness by investing in profitable markets. The established management system of operations for assessing the structural and strategic challenges that face the organization. The company also has its competence in corporate acquisitions and mergers alongside significant capital markets that build its competencies.
The behaviors adopted by the Fortress Company show its excellent performance in the marketplace. The expansion of the company's outlets in new markets has contributed significantly to its performance. It has developed organizational culture that has earned it the desired consumer…...

The methodologies behind consumer-driven versus data-driven approaches vary by company yet both share a common
result of quantifying in financial terms the value of a brand.
In determining the value of a brand, its critical to first select a
methodology that fits with the specific type of company that is working to
increase the value of the brand. Consumer-driven factors that define brand
equity value vary significantly from those from data-driven methodologies
as defined by (Market esearch Executive Board, 2005) and the specific
examples of Interbrand and BrandFinance. Ascertaining the best methodology
for measuring the value of a brand needs to take into account segmentation,
financial forecasts, brand value and brand risk analysis to arrive at a
reasonable and accurate valuation of a brand.
eference:
Market esearch Executive Board (2005) - Overview of Brand Equity
Measurement Approaches. Market esearch Executive Board. September, 2005.…...

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Reference:

Market Research Executive Board (2005) - Overview of Brand Equity

Measurement Approaches. Market Research Executive Board. September, 2005.

Washington, DC. September, 2005.

Poor Public Image
Conceptual framework

Perceived quality, brand loyalty, brand awareness and brand associations are all widely used concepts and therefore they are applied in this study. Apart from the analysis of the way brand equity influences consumer behaviour, the connections between these four dimensions are also studied (Buil, Martinez & de Chernatony, 2013). Previous researchers have identified connections among perceived quality, brand loyalty, brand awareness and brand associations (Vukasovic, 2016; Buil et al., 2013). Laying emphasis on the immediate impact which the sizes of brand equity could have on it would reveal that the biggest effects are expected to be from brand associations, brand loyalty and perceived quality. Brand awareness has been identified as an important but insufficient factor for value creation. This paper talks about the concept of corporate rebranding strategy as well as the concept of a coordinated group of proposition proposals focused on its conceptualization as well as…...

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References

Berk, C.C. (2017). McDonald's earnings top Wall Street views as global same-store sales strengthen. CNBC. Retrieved from   on 29 Jun. 17http://www.cnbc.com/2017/01/20/mcdonalds-earnings-could-be-marred-by-wintry-weather.html 

Botterill, J., & Kline, S. (2007). From McLibel to McLettuce: childhood, spin and re-branding. Society and Business Review, 2(1), 74-97.

Buil, I., Martinez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1), 62-74.

Vukasovic, T. (2016). A Conceptual Framework for Understanding Consumer -- Based Brand Equity. Managing Innovation and Diversity in Turbulent Time, 991-997.

Advertising and Promotion1 Advertising in the 21st CenturyThe 21st century is the Digital Age, the age that marked the shift from legacy media to new media. Advertisers have thus focused more and more on digital media, social media, and clicks than on the power of print media or traditional commercials on TV. The reason for this shift is that more people now use their mobile devices for browsing the Internet, consuming information, shopping via e-commerce, or communicating with peers than ever before. More people have cut the cord of cable TV and now stream content via providers like Amazon Prime, Netflix, Hulu, Disney+, HBOMax and more. Fewer people read books and magazines than ever before. Advertisers have to go where the eyeballs are, and digital media platforms like Facebook and Google have ways to track eyeballs through online monitoring, which gives advertisers a way to understand what users are doing.…...

Brand Communication Management on Organic Products
Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands.

Brands generate customer trust, demand for the products and ultimately support the company in attaining its overall objectives. And brands are essential to the market triumph of any product, but even more so with organic products, due to the features of particularity revealed by these specific items.

At a more practical level, a marketing plan on the strengthening of a brand for organic products would include the following features:

Customer-based brand equity for organic products

The points of parity and the points of difference for organic products

The selection of the target market

The brand mantra for organic products

The brand elements

The…...

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Reference:

Dune, P.M.m Lusch, R.F., Carver, J.R., 2010, Retailing, Cengage Learning, ISBN 1439040818

Glynn, M.S., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Publishing Group, ISBN 1848556705

Gould, K., Hosey, L., 2007, Women in green: voices of sustainable design, Ecotone Publishing, ISBN 097490337X

As a result, brand name online is becoming increasingly important, especially for those companies who have existing business models that are based on retail operations. These include Wal-Mart, J.C. Penny, Kmart, Target and Sears who each experienced more than a 20% growth in the number of unique visitors to their sites after launching major online branding initiatives in 2001 (Janoff, 2001). Many studies also suggest that most customers do not distinguish between branding efforts online and offline, and prefer to the interactivity and knowledge available from websites and online tools as viable alternatives to learning more about a company. Personalization of websites is 25 times more likely to generate return traffic (Chiagouris & Wansley, 2002), and that the most successful offline and online brands do not confuse customers with variations in messaging between each approach.
eferences (Ciagouris, P & Wansley, G 2002), "Branding on the Internet,' MarketingPower.com. 25 June 2002.…...

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References (Ciagouris, P & Wansley, G 2002), "Branding on the Internet,' MarketingPower.com. 25 June 2002. Retrieved December 12, 2007 from EBSCOHost.

Janoff 2001, "Top Retailers Reaping Rewards of Online Branding," AdWeek (1 August 2001). Retrieved December 12, 2007 from EBSCOHost.

Brand Strategy Management
Nespresso Brand Strategy

Case Analysis

History of Nespresso

Mission and Ambition of Nespresso

PRODUCT RANGES

Business Product ranges

n home product Ranges

BRAND POSTON

Brand position

User Segmentation and Target Market

BRAND PROMSE

Brand values

Brand Personality

Brand dentity

Brand name

Logos

URL www.nesspresso.com

Slogan

The evolution of the Packaging

Design of The Boutique

Nespresso brand equity

Brand awareness

Celebrity Endorsement

Partnerships

Advertising strategy

ncrease the number of boutique stores

Perceive Quality

Brand Advocacy

Brand loyalty

Brand Association and management

References

ntroduction

History of Nespresso

Nestle was founded in 1866 by Henri Nestle in Vevey, Switzerland. Today Nestle is the world largest corporation in the food, nutrition, health, and wellness markets. The company now has more than 8000 products in their portfolio in various markets and they own over 140 brands. Since the beginnings, Nestle has been loyal to the traditionally and healthy made products. n 2012 Nestle had 461 factories operate in 83 countries and employ more than 330-000 people over 150 countries (Nestle, 2012.) with 83-642 million of CHF in sales and closed the year with a net profit…...

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In 1987 the first Nespresso system was launched in Italy the world largest espresso drinking market and Switzerland, Nespresso's hometown follow by Japan the fastest growing of Asia's coffee market, strategy in targeting the business sector. By the end of 1987 only half of the manufactured Nespresso's machines were sold due to limited of this sector and subsequently, in 1992 Nespresso strategy was shift to focus in household market and targeting consumer at the top of market as its believed to build long-term business with discerning consumer Nespresso have to be in household market (IMD International, 2003).

Nespresso accomplished break-even in 1995 and became one of the fast growing business in the Nestle' corporation. Even with the economical crisis, the increase of competition and the increase of raw materials nothing seems to stop Nespresso's growth. Since 2000 Nespresso's sales have been multiplied by 16 (or 30%) to attain 2,5 billion euros. Furthermore, the company sold 450 millions capsules in 2000 and 6 billion in 2010. To give you an idea 12,300 cups of Nespresso are drunk each minute in the world. (Bader, 2011)

In the present Nespresso is actually the leader in the European market. It is present in markets all around the world for instance Belgium, Germany, Great Britain, America and Japan. Most of the sales of Nespresso are account at 80% by Europe while the rest of the world provides for the 20% left over (Bader, 2011). In 2012 Nespresso open 270 boutiques in the big city and employ more than 7000 around

Brand Extension
The disadvantages of employing brand extension strategy

This work compeers and contrasts the merits and demerits of implementing brand extension a s a growth strategy by various firms. This is done by means of practical examples. In the end of the debate, the paper indicates why it is better to adopt the extension strategy as opposed to shunning it due to its numerous demerits. A discussion of the key points is presented and then a final conclusion to hammer out the reason for the need to implement the strategy

Brand extension, which entails the use of a given brand name which is established in a given product class in entering another product class is noted to be hugely beneficial to several organizations (Tauber,1988).Keller (2003) pointed out that the concept of brand extension is clearly defined whenever a given firm employs an established brand name in the introduction of a totally…...

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References

Aaker, D.A. (2004). Brand Portfolio Strategy. New York: Free Press.

Aaker, D.A.; Keller, K.L. (1990) Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, No. 1, pp. 27-41.

Bhat, S., & Reddy, S.K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53, 111-22

Chen, K.F., & Lue, C.M. (2004). Positive Brand extension trial and choice of parent brand. Journal of Product and Brand Management, 13(1), 25-36.

1. Analyzing Nestle's diversification strategy: How has Nestle expanded its product portfolio and entered new markets to drive growth and increase market share?

2. The role of acquisitions and mergers in Nestle's corporate strategy: Discuss how Nestle has used M&A activities to drive growth, acquire new capabilities, and enter new markets.

3. Examining Nestle's sustainability strategy: How has Nestle incorporated sustainability and ethical practices into its corporate strategy to create long-term value and achieve competitive advantage?

4. Evaluating Nestle's global expansion strategy: How has Nestle expanded its international presence and adapted its business model to different markets and cultural contexts?

5. The impact of....

Topic 1: The Importance of Customer Segmentation in Successful Business Marketing

Topic Summary: Explore the role of customer segmentation in targeting specific customer groups and tailoring marketing efforts to their unique needs. Discuss the benefits of identifying and understanding customer segments, including increased personalization, enhanced messaging, and improved campaign effectiveness.

Topic 2: Content Marketing: A Strategic Approach to Success in Business Marketing

Topic Summary: Analyze the use of content marketing as a core component of successful business marketing plans. Discuss the importance of creating valuable, relevant, and engaging content that educates, inspires, and persuades target audiences. Explore best practices for content creation, distribution,....

Topic 1: The Paradox of Success: Unraveling the Psychological Underpinnings of Business Triumphs and Pitfalls

Explore the psychological factors that contribute to business success and failure.
Analyze the role of motivation, resilience, and self-belief in driving success.
Discuss the cognitive biases and emotional traps that can lead to business failures.
Examine the impact of social networks and support systems on business success.

Topic 2: The Role of Corporate Culture in Driving Marketing Innovations and Customer Engagement

Define corporate culture and analyze its influence on marketing strategies.
Investigate how corporate culture shapes innovation and creativity within marketing teams.
Examine the impact of....