Companies that have invested in defending their brand and managing the customer experience outside of their website have seen great returns. Within the travel industry, for example, companies such as InterContinental Hotels Group and oyal Caribbean Cruises have both extended their reach to manage the customer experience on partner sites with a very high degree of success. In each instance, their efforts have resulted in an improvement in the customer experience conducive to attracting, converting, and retaining customers- ultimately improving market share and generating millions of dollars in incremental revenue (Lasswell, 2010).
4. Describe the process of profiling a consumer's brand knowledge
Companies that understand this and are willing to be consistent and committed partners with their customers, naturally develop long-term customer relationships. Those who choose to view their products as only part of a needs-fulfillment transaction will tend to turn their products into commodities (Bergsman, 2000).
Defining and managing relationships with…...
mlaResources 17: 779-97.
Sen, K.C. (1998). The Use of Franchising as a Growth Strategy by U.S. Restaurant Franchisors, Journal of Consumer Marketing 15(4), 397-407.
Swartz, L.N. (2005). International Franchising: An Attractive Alternative for Cross-Border Expansion, International Insights: An Arthur Andersen Report (September), 31-32.
Swerdlow, S., and W. Roehl (1998). Direct and Indirect Effects of Training and Organizational Commitment among Hospitality Employees: Implications for Lodging Franchisors, in Proceedings of the Society of Franchising. Ed. F. LaFontaine. Las Vegas, NV: Institute of Franchise Management.
Wyckoff, D. Daryl, and W. Earl Sasser (2003). The U.S. Lodging Industry. Lexington, MA: D.C. Heath.
Brand Equity Measurement
Consumer perceptions extensively influence and manipulate their purchasing behavior. Service and goods companies identify the significance of marketing strategies in influencing consumer behavior. All brands that attract high profits have desirable loyalty levels among customers. Customers tend to have a high level of perception of quality of goods and services that dominate markets in different industries. The power that emanates from consumers' goodwill and recognition of a brand, earned overtime, and which gives a brand better competition ground than other similar brands in the market is the brand equity. It refers to the desired differential effect gained from consumers' response because of a strong brand name.
Examples of branded hotels
Independent hotels have a low market share compared to branded hotels. Several branded hotels extensively dominate the market because of their strong brand equity. The Starwood hotel is remarkable for its high performance luxury brands. St. egis is one of…...
mlaReferences
Bill, X. & Andrew, C. (2010). A conceptual framework of hotel experience and customer-based brand equity. International Journal of Contemporary Hospitality Management, 22(2), 174-193. doi: http://dx.doi.org/10.1108/09596111011018179
Isabel, B., Leslie, D. & Martinez, E. (2008). A cross-national validation of the consumer-based brand equity scale. The Journal of Product and Brand Management, 17 (6), 384-392. doi: http://dx.doi.org/10.1108/10610420810904121
Kayaman, R. & Huseyin, A. (2007). Customer-based brand equity: Evidence from the hotel industry. Managing Service Quality, 17 (1), 92. doi: http://dx.doi.org/10.1108/09604520710720692
Keshav, P., & Chekitan, D. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41 (3), 22-31. Retrieved from http://search.proquest.com/docview/209704579?accountid=45049
Then soon other players came such as Pepsi who also tried to penetrate the market. With the introduction of Pepsi into the market, the market share was divided, sales volume for both commodities went low and the prices also lowered. The product life cycle of some of these products may go far beyond the expected limit, and this is attributed to the brand equity they have.
Use of Interactive television and online services in marketing
Marketers have nowadays ventured more into interactive television and online services to improve on advertising their products because through such innovations they can easily reach their targeted groups. For instance, product manufacturers have found ways to advertise their products in video games especially for this product highly consumed by children.
Through online services, marketers have the opportunity to conduct surveys which will enable them to know how their products are competing and are being perceived in the…...
mlaReferences and their links
Calantone, R.J., Yeniyurt, S., Townsend, J.D., & Schmidt, J.B. (2010). The Effects of Competition in Short Product Life-Cycle Markets: The Case of Motion Pictures. [Article]. Journal of Product Innovation Management, 27(3), 349-361. doi: 10.1111/j.1540-5885.2010.00721.x https://erms.tourolib.org/url/http://search.ebscohost.com/login.aspx?direct=true&db=bth&an=48717464&site=ehost-live
Boone, L.E., & Kurtz, D.L. (2011). Contemporary Marketing: Cengage Learning.
Blattberg, R.C., Kim, P., Kim, B.D., & Neslin, S.A. (2008). Database Marketing: Analyzing and Managing Customers: Springer.
Brand Relationships
"Having a Relationship" with a Brand
Establishing and maintaining a "relationship" with a brand is a complex concept that often is taken for granted. Much of the complexity arises out of the fact that goods are inanimate objects and do not fall under the traditional notion of a subject of a relationship since the good or product can interact with an individual with human-like qualities. However, at the same time, people attribute human characteristics to products and brands. The human activity of anthropomorphizing inanimate objects has been identified as a universal activity in virtually all societies (Fournier, 1998). Therefore, in this way the brand can interact with the individual given the attributed human qualities. It is generally thought that people have relationships with brands instead of products because products typically have a lifecycle that eventually ends while brands are more enduring and can introduce new products (Rasmussen, N.d.)
Furthermore, the relationship…...
mlaWorks Cited
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 343-373.
O'Donnell, E., & Brown, S. (2012). Brand Image. Academy of Marketing Studies.
Rasmussen, T. (N.d.). Entrepreneurship . Retrieved from Free Management Library: http://managementhelp.org/productdevelopment/index.htm#anchor1349255
The fur aspects of loyalty, perceived quality, identity of the brand and awareness all must be unified at the operational level of a business (Aaker, 1996). Who a company really is gets communicated in its millions of customer interactions daily. With the pervasive adoption of social media, there is an exceptionally high level of transparency today. This is seen in the Dave Carroll episode of the broken guitar (Perkins, 2009) and the 12 million views of United as of March, 2013. Brand equity and trust is all a company has when all their claims and marketing puffery are stripped away. Brand equity, authenticity, transparency and trust are the foundations of a successful business in these skeptical and at times cynical times. Trust is the currency companies will increasingly trade with and it is the fuel of sustainable, profitable growth over the long-term.
eferences
Aaker, D.A. (1996). Measuring brand equity across products…...
mlaReferences
Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-102.
Block, J. (2011). Tackling customer service challenges. Inside Counsel,
Garfield, B. (2009). Music video forces united to clean up customer-service act. Advertising Age, 80(25), 25-25.
Huffington Post (2012, August 14). United airlines loses 10-year-old girl flying alone, parents claim. Retrieved from http://www.huffingtonpost.com/2012/08/14/united-airlines-loses-10-_n_1775731.html
Branded or Private Label Manufacturer
Branded vs. Private Label Manufacturer
When creating a new company, one of the most important decisions one can make is whether to market products under a private label or become a branded manufacturer. If one sells as a private label retailer, his or her company would be making the product and selling directly to consumers under the company's own label (Vakratsas & Ambler, 1999). A branded manufacturer would sell through retailers that are already established, and would not need to focus on selling directly to consumers. Instead, only selling to the stores that would carry the product would be necessary, which would mean that the company would not need to consider the work it would take to sell its products specifically to consumers (Stuart, Shimp, & Engel, 1987; Vakratsas & Ambler, 1999). Among the main concerns when it comes to which way a retailer is going to…...
mlaReferences
Stuart, E.W., Shimp, T.A., & Engel, R.W. (1987). Classical conditioning of consumer attitudes: Four experiments in an advertising context. Journal of Consumer Research 14(3): 334-49.
Vakratsas, D. & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing 63(1): 26-43.
This extension has great reviews because of its simple and brand oriented outlay. The product has had great success because Starbucks chose to extend its brand to something its market likes. The marketing research adduced that at least 50% of their clientele also drink coffee liqueur. The coffee liqueur is in beverage form. This helps make their brand identification the same (De Mesa, 2005). Starbucks seems to have gone for a product line that is similar to product they are renowned for and enjoyed by almost a half of their biggest fans. This confirms that they knew their market really well before engaging in brand extension since it is pointless extending your brand to something that doesn't relate to whatever else you are selling. This has a potential of confusing the consumer and eventually ruining the relationship you have built with them (De Mesa, 2005). The reason why Starbucks…...
mlaReferences List
De Mesa, a. (2005). Starbucks Coffee Liqueur. Retrieved July 11, 2013 from http://www.brandchannel.com/features_profile.asp?pr_id=225
Gemma, C. (2011). Starbucks drops "coffee" from Logo as it Eyes Brand Extensions. Retrieved July 11, 2013 from http://www.brandrepublic.com/news/1047988/
Kaushik, P. (2012). Starbucks Bets on Innovation, Brand Extension, and Mobile Commerce.
Retrieved July 11, 2013 from http://www.dailydealmedia.com/789starbucks-bets-big-on-innovation-brand-extension-and-mobile-commerce/
Brand "Disney"
Disney is an entertainment company that operates under five key groups namely: Media networks, Parks and esorts, Studio Entertainment, Consumer Products, and Interactive Media. It owes much of its success to brand loyalty. Disney has over the years strengthened connection with the consumers by building personal relationships based on authenticity and trust. This has led to its continued growth and success (Walt Disney, 2013). Other than emotional connection there are other factors that have made Disney a brand to reckon with in the entertainment realms namely: spending time with customers, building repeat business, and ability of the proprietors to secure the brand's future.
Just had previously been mentioned, Disney, its subsidiaries, and affiliates has five business segments. These business segments ensure that Disney attains its goal of being an international family entertainment and media enterprises. In a bid to help Disney realize this, the Media Networks segment, that brings on…...
mlaReferences
Gabler, N. (2007). Walt Disney: The Triumph of the American Imagination. New York: Random
House.
Interbrand (2013). Disney. Retrieved August 9, 2013 from http://www.interbrand.com/en/best-global-brands/2012/Disney
Walt Disney (2013). Company Overview. Retrieved August 9, 2013 from http://thewaltdisneycompany.com/about-disney/company-overview
Another 25% is usesd in the food and beverage industries, and pharmaceutical and personal care products making up 10% of the market. The rest is: chemical manufactureing, 9%, cleansers and detergentsm 8%; water treatment, 7%, and: miscellaneous uses comprising the remainder (Graff 2000).
Because of its diverse uses, sodium bicarbonat has experienced stable, steady growth year after year, usually I the 3 to4% range according to Curt Siverling, sales and marketing director for specialty products at FMC. While Siverling expected this performance to continue, it is notable that Church & Dwight's performance was many times that in terms of earnings (21%, as noted above), although their net sales increase was only 1%, also noted above.
Brand equity
Any brand that has remained virtually unchanged in the American marketplace for 148 years would have to be considered one that enjoys extraordinary customer loyalty. Weisz demonstrated Arm & Hammer's brand loyalty when she quoted…...
mlaReferences
Church & Dwight. (2004, July 1). Household & Personal Products Industry. Retrieved 15 May 2005 from www.highbeam.com.
Church & Dwight reports third quarter results; GAAP earnings per share increased 35% on strong sales growth. (2004, November 9). Business Wire. Retrieved 15 May 2005 from www.highbeam.com.
Graff, G. (2002, June 6) Producers see healthy growth. Purchasing. Retrierved 15 May 2005 from www.highbeam.com.
Sodium bicarbonate. Answers.com. Retrieved 15 May 2005 from www.answers.com.
Brand Image
The concepts of brand name and corporate image are linked, but they are distinct from one another. A brand name is the way that the company identifies its product or service offering. The brand is a name and often a visual mark as well. The function of a brand is to convey specific attributes about the product or service -- attributes that presumably will attract customers. An example of this is when you are hungry, you might be drawn to specific brands. If it is late at night and you feel self-loathing, you might be drawn to the low cost, low quality promise of Taco Bell. Other establishments might have a brand that conveys modern, high quality food -- someone looking to impress a date might seek out these brands instead.
Corporate image also draws associations between the company and attributes, but in a different way. It essentially encapsulates the…...
mlaReferences
Inc. Magazine. (2014). Corporate image. Inc. Magazine. Retrieved May 2, 2014 from http://www.inc.com/encyclopedia/corporate-image.html
Ogden, Chapter 10.
Or those not willing to drop down to the mid-priced brands, more and more drugstores are trying to help ease the effect of rising prices by employing tactics such as money-back guarantees and heavy couponing. Tode (2010) went further to state that Yanke noted that Medic has offered a money-back guarantee in cosmetics for eight years and that it promotes the category heavily with advertising and coupons, but that it can't afford dedicated beauty specialists.
"Consultants wouldn't do that much in drugstores," she noted. Such efforts appear to be appreciated by consumers, at least the ones who responded to the Makeup Alley poll. "Drugstore prices are getting steeper and steeper, but you can find great sales at stores like CVS and Harmon Drug. (Tode, 2010)
Channels of Distribution
Wood (2010) indicates that a $50 million advertising campaign, a focus on treatment qualities for its color cosmetics, and a strong determination to usurp…...
mlaReferences
"Lancome, Paris Selects Avenue A/NYC as Its Digital Marketing Agency; The Cosmetic Giant Partners With Avenue A to Increase Its Online Presence and Customer-Base." Business Wire. Business Wire. 2001. Retrieved September 7, 2010 from HighBeam Research:
Brand Communication Management on Organic Products
In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the breadth of the product mix and the depth of the product mix can be determined. In this way we can implement the proper brand architecture guidelines (Keller 1997, 503-518).
This is really a "back to the basics" reminder of why a brand was born in the first place. Traditionally, brand positioning can also be defined as how customers perceive a brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to create brand…...
mlaReferences
Keller, K. (1997). Designing and Implementing Branding Strategies. In: Keller, K
Strategic Brand Management: Building, Measuring, and Managing Brand
Equity. New York, NY: Prentice Hall. p503-563.
Martin, I, Stewart, D and Shashi, M. (2005). Branding Strategies, Marketing
Brand Communication anagement on Organic Products
Organic products are those products which are made from organic raw material and in some countries it also requires organic certification as well. It should be kept in the mind that when ever you are to sell or advertise the organic products then you should try to emphasize on the benefits of the brand category rather than simply promoting your brand. For example if you are selling the car which works on the bio gas fuel than the promotion activities related to the campaign of the car should highlight the benefits of using the bio gas fuel and it should also put some light on the damages which have been caused by the pollution produced through the regular fuel.
There are many companies which are selling different kinds of organic products however only few have designed their promotion campaign in such a way that they can…...
mlaMost of the companies often cheat the buyers by simply attaching the tag of organic to their brands however when anyone looks at the ingredient's list of the brand then they come to the conclusion that companies have placed the game with them. Therefore it should be realized by the big multinational companies that once the consumer get dissatisfied then he or she is going to tell about this phenomenon to his fellow beings which is going to damage the brand image in the long-term. However there are also some companies which have promoted their organic brands in a very competitive way and they have also made sure that the ingredients which have been told in the advertisement are also present in the literal sense (Nobre, Becker & Brito, 2010).
Purity organic juices can be considered as an example of such a brand which is promoted in a suitable manner as far as category of organic brands is concerned. It is one of those brands for which the company has worked closely with the farms from where the raw organic material has taken. This point has also been highlighted in their advertisement as well. The CEO of Pacific Organic Produce and the founder of Purity Organic Juices has also talked about his organic brand in the commercial which highlights the fact that company considers the importance of such products and they have indulged their top management for the promotion of the product. The advertisement also highlighted the Purity Organic Juice's organic certification which further strengthens trust of the people over the composition of the brand (Abratt & Bick, 2003).
Like Purity Organic Juices there are also some other organic products which are promoted in a very suitable way. One of them is Lipton Green Tea. Most of the people who are interested in the weight loss or natural health are interested in this particular category that is green tea. As far as the promotion of Lipton Green Tea is concerned they have highlighted in their advertisement the concept of health by showing the acts of exercise. The ingredients mentioned in the advertisement also reflect the brand's closeness to the nature. Young models were used for the advertisement which reflects
Nike Should Move Production to the US and Make America Great Again
Introduction
Nike is a global sport, clothing and shoe supplier and retailer with over 1000 retail outlets in the US and with global brand recognition. Since its founding in the 1960s, the company has dominated the sporting industry with its apparel, shoes, accessories and sporting products—from golf balls to tennis rackets. One reason for its success has been its ability to brand itself as the company that produces the products champions use. Nike is associated with winners like Michael Jordan and Tiger Woods and LeBron James. When people think of Nike, they think of winning, and the trademark phrase of the company—“Just Do It”—has inspired millions of customers to put on Nike gear and go out onto the field to give it their all.
Overview of Firm
History
Nike was founded by Phil Knight and Bill Bowerman as Blue Ribbon Sports in 1964.…...
Week 5 discussion 2: Analysis of the Sapphire BrandThe Sapphire Reserve brand is a favorite among credit card holders, particularly younger customers. Card holders benefit from a range of travel credits, travel insurance protections, and exclusive access to airport lounges across the world, in addition to a number of statement credits. This text analyzes some crucial aspects of the Sapphire brand to determine how it relates to the product development and the diffusion process.Factors the Placed the Sapphire Brand in a Class of its OwnThe Sapphire Reserve brand took the industry by storm in the first month(s) of its release. Reports indicate that demand for the credit card was so high that the company ran out of both the metal card and the packaging used to ship it within a few days of the products launch (Pilcher, 2016). In less than a month, the company had depleted supplies and materials…...
mlaReferences
Frankel, R. (2021). Chase Sapphire Cards Boost Their Welcome Offers, up to 80k Points. Forbes Advisor. Retrieved from https://www.forbes.com/advisor/credit-cards/chase-sapphire-cards-boost-their-welcome-offers/
Grobart, S. (2016). How Chase Made the Perfect High for Credit Card Junkies. Bloomberg. Retrieved from https://www.bloomberg.com/news/features/2016-09-22/how-chase-made-the-perfect-high-for-credit-card-junkies
Kotler, P., Armstrong, G., Harris, L., & He, H. (2019). Principles of Marketing. Oxford, UK: Pearson Inc.
Pilcher, J. (2016). Millennials go Bananas for Super Cool, Very Pricey Metal Credit Card. The Financial Brand. Retrieved from https://thefinancialbrand.com/61696/chase-sapphire-reserve-millennial-travel-rewards-credit-card/
In modern times, almost everyone carries a powerful computer with them- their mobile phone. These phones are excellent for marketing purposes because they allow marketers to contact people through text, email, social media applications, and targeted advertising on web searches. This means there are many ways you can approach an essay on mobile phone marketing. We will provide ten possible titles and ten possible topics for such an essay.
Essay Titles
According to their official website, the dolls are branded as L.O.L. Surprise! They are part of the O.M.G. Dolls larger group. The advertising for these dolls is somewhat fascinating, and we have some resources that you might want to look at to help you write your paper.
To specifically answer your question, if you are referring to either the specific dolls or their larger brand, you would initially refer to them by their full name, but you can include a shorter way to reference them throughout your paper, which you would include inside....
CSR, or corporate social responsibility, refers to the idea that companies should hold themselves accountable for how their policies and procedures impact the greater world at large. CSR does not have a single definition, because it is tailored to each individual company and that company’s view of how they act in a responsible position. CSR is self-regulating, insofar as it is not imposed by outside forces, at least in terms of being regulated; outside forces, such as client decisions to purchase products or services, competitor responses to corporate policies, or business partner....
Advertising is such an interesting topic. It can be overt, such as in television commercials, print ads, or ads in social media. It can also be more subtle, such as product placement. Advertising can seem relatively straightforward, or it can involve complex psychological manipulations. Advertising is a billion-dollar business, because ads can help generate billions in revenue for their companies. There are so many different things that you can investigate for a paper on advertising, from the use of celebrity endorsements to fear based advertising. In fact, much modern entertainment is actually....
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