New Belgium
This approach was effective for New Belgium. They wanted to create a strong sense of brand identity. Focus groups may have allowed for the broadest possible perspective, but New Belgium is a niche product, not seeking to be everything to everyone. Within their niche, New Belgium needs to be able to demonstrate authenticity, so it needed a brand identity that was stronger, and more specific to a sense of place. Furthermore, the campaign was rooted in the idea of lifestyle, in particular the tensions that define the target market for their beers. These tensions can be better defined by the people who live them --the spots are quite relatable to this niche market. There is a risk with focus groups and an effort to create the broadest possible appeal that the brand identity would become too generic, which would run counter to the company's effort to exploit a clearly-defined,…...

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References

Ferrell, O. & Hartline, M. (2010). Marketing Strategy, 5th Edition. Cengage.

Today's technology and the more intelligent and savvy consumers have made advertising and marketing techniques change with the times. Nonetheless, branding continues to be a sound and viable approach to marketing and that equates to a business constantly reevaluating and recreating itself through new tactics for selling and advertising. First, in regard to promotion, marketers have begun to use an underground approach called buzz marketing. Several things have made 'buzz' attractive for XYZ such as the fact that the technique is quite affordable.
owever, the true reason is that the consumer today needs a different and more diverse style of communication. "In a period of budget chopping, cheap is good. Then there's the rise of the Internet, which means marketers can reach just about anyone in almost any guise they care to assume. Finally, buzz marketing attempts to make each encounter with a consumer look like a unique, serendipitous event.…...

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However, the true reason is that the consumer today needs a different and more diverse style of communication. "In a period of budget chopping, cheap is good. Then there's the rise of the Internet, which means marketers can reach just about anyone in almost any guise they care to assume. Finally, buzz marketing attempts to make each encounter with a consumer look like a unique, serendipitous event. That's appealing to the desired twenty-somethings, who remain skeptical of traditional mass advertising." (Khermouch & Green, 2001)

For products, wearing a clean and well chosen uniform to promote the name equates to any new fake shopper approach to marketing a company name. The approaches of company's like XYZ create the buzz techniques needed to personalize product marketing for consumers. "Buzz marketing, with its heavy dose of theatricality, was honed by Hollywood studios, liquor companies, and other marketers whose products were either outlawed in traditional media or simply had too short a shelf life for a full-blown ad campaign." (Khermouch & Green, 2001)

In their

Low Cost
Differentiation

Preemptive

Strength

Brand identity

Differentiate from other low cost providers to increase volume

Brand identity commands a premium price, increasing margin

Brand identity becomes identifiable with a specific niche

Build brand identity quickly to reduce the threat of new entrants

eakness

Lack of diversification

Diversify into many products to promote volume sales

Brand extensions

Diversification is not part of this strategy.

Diversification is key to opening new market opportunities.

Opportunity

Geographic expansion

Increase volume

Increase volume

Increase volume

Increase opportunities

Threat

High substitutability

Inherent in the strategy -- low cost defends against this

Differentiation seeks to neutralize this threat

Product uniqueness defends against this threat

There should not be substitutability; if there is another innovation is needed

Sources: Porter, M. / QuickMBA.com (2007)

Brand Identity

Brand identity is one of the major strengths of Kraft, and its brands are household names within its distribution area. hile brand identity is not normally associated with a low cost strategy, in some industries most firms compete on low cost and still must use brand identity to help differentiate themselves.…...

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Works Cited:

Kim, W.C. And Mauborgne, R. (2009), What is BOS? Nine key points of Blue Ocean Strategy. Retrieved on November 6, 2012 from:  http://www.blueoceanstrategy.com/abo/what_is_bos.html 

Competitive Advantage (2007). Retrieved on November 6, 2012 from:  http://www.quickmba.com/strategy/competitive-advantage/ 

Porter's Generic Strategies. (2007). Retrieved on November 6, 2012 from:  http://www.quickmba.com/strategy/generic.shtml

Their use of product line extensions to increase the up-sell and cross-sell of products and
services are aimed at extending the product lifecycles of systems that
often have limited lifecycles of their own. Cross-selling and up-selling
based on product line extensions is prevalent in industries that have rapid
product lifecycles.
The third major factor to consider in brand extensions according to the
Marketing Leadership Council (2005) is the need for infusing the existing
brand with additional publicity and greater exposure. The Hummers' product
line extensions to the H2 and now the H3 Models underscore both the extreme
durability of this vehicle yet also give General Motors an opportunity to
further clarify their branding message of the Hummer line of vehicles also
being safe for families. Their extension from being a rugged off-road
enthusiasts' vehicle to that of a vehicle for the soccer moms of the world
shuttling their kids from one event to another has been successful through
the use of brand extensions to…...

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Sources:

Marketing Leadership Council (2005) - Leveraging the Parent Brand in the

Introduction of brand Extensions. Corporate Executive Board Publication.

April, 2005. Pages 3, 4, 13.

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.

Branding, And Branding Management
Brands and branding are not new concepts in business. During the Stone Age, hunters used particular brands for their swords in hunting. Since then, the concept of brands and branding has developed in terms of knowledge, procedures and theories. Some theories used concerning branding, originated primarily because of the development of commercials in media. Companies have realized the importance of branding, which has added to the interest of theories behind the concept of brands and branding. This in turn has led to substantial literatures on the subject of brands and branding. Branding has undergone evolution, but the concepts of branding continue being central in every stage of evolution. In addition, branding management has also undergone substantial change since the 1950s (Marquadrt, Makens, & Larzelere, 1995).

Background: Evolution of Branding

Past

Prior to the 1970s, branding was not a matter of attention. Even countries that understood the potential advantages of a…...

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References

Brodie, R.J., Glynn, M.S., Van Durme, J. (2002). Towards a Theory of Marketplace Equity:

Integrating Branding and Relationship Thinking with Financial Thinking. Marketing Theory, 2(1), 5-28

Doyle, P. (1989). Building successful brands: The strategic options.Journal of Marketing, 5(1),

77-95.

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.

She is, like Betty Crocker or Aunt Jemina, more than a woman. According to the company fact sheet released to investors, Martha Stewart, the brand, now has an exclusive deal with Macy's, Inc., the department store behemoth and: "In November 2006, we published Martha Stewart's Homekeeping Handbook: The Essential Guide to Caring for Everything in Your Home. The book, which the ashington Post described as "the ultimate housekeeping resource," enjoyed an enthusiastic reception and climbed high bestseller lists across the country" and Martha's legal difficulties are forgotten ("Company Fact Sheet," 2006, Martha Stewart Omnimedia ebsite).
Of course, brands must constantly reinvent themselves -- all of these homemaking icons have changed their image to become more contemporary. Martha Stewart fixes fast and easy recipes, Betty Crocker makes low fat cake mixes, and Aunt Jemina has grown more politically correct in her depiction on the box. But a brand must stay the…...

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Works Cited

Kotler, P. & Keller, K. (2006). Marketing Management. (12th ed.). Upper Saddler River:

Prentice Hall.

Company Fact Sheet." (2006). Martha Stewart Omnimedia. Investor Relations. Retrieved 22 Mar 2007 at  http://media.corporate-ir.net/media_files/irol/96/96022/FactSheet0107a.pdf

Distribution Channel Analysis Identifying Wholesalers, Distributors, Retailers, and e-Commerce
ingle or multiple channels of distribution can be utilized including the direct channel of the Internet using the company's e-Commerce website as well as the direct channel of sales teams. Multiple teams that specialize in different products of customer segments may also be utilized. Direct channels include catalogue sales and retail sales as well as the use of a wholesaler or distributor, which is described as a company "that buys products in bulk from many manufacturers and then resells in smaller volumes to retailers. The Value-Added reseller will work with end-users to make provision of custom solutions that including "multiple products and services from different manufacturers." (VanAucken, 2013) a consultant can be used to develop relationshi8ps with companies and make provision of various services types. A dealer may purchase inventory from a manufacturer or distributor and then resell is to an…...

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Sources

Cooper, L. (2013) Five Strategies for a Successful Global Brand. 1 Jul 2010, Marketing Week. Retrieved from:  http://www.marketingweek.co.uk/five-strategies-for-a-successful-global-brand/3015220.article 

VanAuken, B. (2013) Building a Global Brand. Brand Strategy Insider. Retrieved from:  http://www.brandingstrategyinsider.com/2007/01/building_a_glob.html#.UZq2RaLMDHR

Loyalty'
"Thee aspects of Concept: Band Expeiences, Band Image and Custome Satisfaction.

I must discuss and give examples of how each band inspies loyalty. Name a few bands.

The seven bands that inspie the most loyalty, accoding to business website ("Main Steet") ae the following:

Dunkin Donuts

Facebook

Cheeios

Apple computes

Sam Adams

The Yankees

Each of these fits the definition of band expeiences as conceptualized by Bakus et al. (2009) as something which consists of sensations, feelings, cognitions, and behavioal esponses. Each of these factos too is evoked by cetain aspects of the band's packaging such as envionment, communication, and oveall stimuli. Band expeience, theefoe, accoding to Bakus et al. (2009) is synonymous to band image which essentially consists of fou dimensions: sensoy, affective, intellectual, and behavioal. When each of these fou concete dimensions is fulfilled, custome loyalty is the end esult since the custome has been satisfied in all sensoy and evaluative dynamics.

Some of the 7 bands…...

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references. It looks ahead. Brand image, on the other hand, is subjective, particular (rather than general), and looks back (to subjective experience) in forming one's opinion about the brand (MSG; online).

Brand identity is active; the company invests enormous expense, thought, time, and effort into creating its brand. Image, on the other hand, is passive. It is the consumer's experience with the brand or his experience with image associations of brand.

Finally, brand identity signifies the company's promise to consumer about deliverance of their brand. Brand image, on the other hand, signifies the consumer's experience with the brand: whether or not she is satisfied (managementstudyguide.com, online).

Each of the 7 brands listed above were packaged with their own identity. Each of them gained a certain image that according to Barkus et al. (2009) satisfied clients in the dimensions of sensory, affective, intellectual, and behavioral. At least three of them also provided COR associations. The result is a product that produces a satisfied customer. And a satisfied customer -- if he/she remain so -- becomes a loyal one.

Sources

Pacific Brands -- 'Pacific Brands responds environmental forces (takes a hammering)', page 55-7 text book. (Management: Foundations applications, 1st Asia-Pacific Edition.) EPOT OBJECTIVES you expected address objectives report
Pacific Brands: Competition and multicultural marketing in the apparel industry

Pacific Brands is an Australia-based apparel company located in an increasingly competitive industry: apparel. ival companies operating on a lower cost model are biting at the Australian manufacturer's proverbial heels. "With the elimination of quotas in January 2005, the international textile and apparel industry is facing many challenges. Among them are the increasing number of skilled producing nations, an overcapacity of goods, and a deflation of world market prices. Currently the country with the greatest capacity for capturing the largest share of the world market is China" (Parrish, Cassill & Oxenham 2006). For many years Pacific Brands combined a niche marketing strategy related to its lines of clothing specifically targeted at workers with…...

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References

Burton, D. (2005). New course development in multicultural marketing. Journal of Marketing

Education, 27(2), 151-162.

Cavanaugh, R. (2013). Pacific brands work wear division axes 50 customer service jobs.

Herald Sun. Retrieved: www.heraldsun.com.au/business/pacific-brands-workwear-division-axes-50-customer-service-jobs-in-melbourne-as-it-plans-to-outsource-to-an-international-company/story-fni0dcne-1226768849064

The brand exists solely in the minds of the consumersand it encompasses their overall perceptions andattitudes of Vermont." (http://www.vermontpartners.org/htm/research_vtbrand.asp) Whena brand is established in a consumer's mind itcan trigger associations with smaller destinationswithin the area the brand represents.
But first there is a need to establish a consistent brand identity.For example, "The Henry Ford" brand is the umbrellabrand name for five different attractions in the samedestination. Although each attraction has its ownpositioning, promise, descriptor and tagline, all ofthem are consistently branded under one brand:"The Henry Ford." The choice of this brand namewas based on research performed by the organizationas to how visitors perceived and referred to thedestination.In the case of a state, the brand name provides anumbrella for the state's other destinations, as well asother business entities, which benefit from itsgreater exposure. For example, a shopping related business located in a primarily outdoor recreationdestination will benefit from the overall increase in…...

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References

Anne-Marie d'Hauteserre Journal of Travel Research, Vol. 39, No. 3, 300-307 (2001)

Destination Branding: Concept and Measurement." Derived http://www.experiencewashington.com/images/pdf/M_OtherMichiganBranding.pdf

Destination Branding in a Hostile Environment. By: d'Hauteserre, Anne-Marie. Journal of Travel Research, Feb2001, Vol. 39 Issue 3, p300, 8p; (AN 4023818)

Destination branding in place: St. Louis http://www.whisperbrand.com/blog/2005/06/destination-branding-in-place-st-louis/

The corporation or seller could benefit by developing marketing strategies prior to consumer reviews being available online.
Seller Response to Novice and Expert Consumers

efore allowing consumers to post product reviews on a corporations or sellers website, the seller should consider the size of the segments of expert consumers and novice consumers. For example, the seller may benefit from selling certain products if a significant number of expert consumers exist, especially for technology driven products. On the other hand, the seller may damage sales if the expert consumers' segment overshadows that of the novice consumers.

Unknown or Less Popular Stores Online Seller Response

Relatively unknown corporations should be overly cautious when allowing consumers to post comments on their websites. If brand marketers fail to attract enough consumers to post reviews, the corporation may damage its reputation. these corporations might consider hiring a well-known, popular third-party source to handle consumer reviews.

Seller Should Consider the…...

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BIBLIOGRAPHY

About the Motley Fool. 2010. Viewed 28 June 2010, .

Ajay, K & Soberman, D 2010. 'The forgotten side of marketing.' Journal of Brand Management. 17, 301 -- 314. Viewed 28 June 2010,

.

Baran, J, Galka, RJ & Strunk, DP 2007. Principles of customer relationship management. Florence, KY: Cengage Learning.

The luxury brands in this age of fierce and intense competition perceive and believe that the conventional methods of advertising and promotion are only an itinerary that creates the knowledge and awareness amongst the consumers. Nevertheless, targeted marketing (that represents the emotional driving force) is becoming the primary and fundamental aspect of concern that many of the brands are focusing in order to create emotional engagement with the consumers that can provide them lasting relationships and loyalty from the consumers (Buckingham 2008).

However, looking at the perspective of the brand of Swarovski, it has been monitored that they have created a consumer-based pyramid in order to keep closely connected to the consumers' emotions and feelings. In this regard, they ensure high quality with proper detailing of the product during the manufacturing process and make the product a perfect one that can easily catch the attention of the consumers. They very well…...

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References

American Birding Association 1998, Winging it: newsletter of the American Birding Association, Inc., Volumes 10-11, the Association, USA.

Baker, R 2012, 'Swarovski targets teens with new brand', MarketingWeek News, viewed September 05, 2012:  http://www.marketingweek.co.uk/news/swarovski-targets-teens-with-new-brand/4000078.article 

Becker, V & Taylor, JB 1995, Swarovski: the magic of crystal, H.N. Abram, Michigan

Becker, V, Langes-Swarovski, M & Le Gallais, R 2005, Daniel Swarovski: A World of Beauty, Thames & Hudson, Limited, USA.

Essay Topics on Adidas: A Comprehensive Analysis

1. The Rise and Evolution of Adidas: A Study in Sports Marketing

Trace the origins and growth of Adidas, examining its key marketing strategies and product innovations.
Analyze the company's target audience, brand positioning, and communication channels.
Discuss the challenges and opportunities Adidas has faced in the competitive sportswear market.

2. Adidas's Social and Environmental Impact: A Critical Assessment

Evaluate Adidas's commitment to social responsibility and sustainability initiatives.
Examine the company's efforts to address issues such as labor rights, environmental protection, and diversity and inclusion.
Discuss the effectiveness of these initiatives and their impact on....

1. The Power of a Good Title: How the Right title can Make or Break Your Writing
2. The Art of Crafting Catchy Titles: Tips and Tricks for Creating Engaging Headlines
3. The Impact of a Strong Title in Academic Writing: How to Grab the Reader’s Attention
4. The Psychology of Titles: Understanding Why Certain Headlines Capture Our Interest
5. Unleashing Your Creativity with a Title Generator: How to Generate Unique and Compelling Titles
6. The Evolution of Title Generation Tools: How Technology is Changing the Way we Create Headlines
7. Title Trends in Modern Marketing: Analyzing the Most Effective....

1. The Role of Visual Metaphors in Shaping Brand Identity

Explore the ways in which visual metaphors can create powerful and memorable brand identities. Analyze case studies to demonstrate how metaphors can convey brand values, connect with target audiences, and differentiate brands in competitive markets.

2. The Ethics of Image Manipulation in Advertising

Examine the ethical implications of image manipulation in advertising. Discuss the impact of altered images on consumer trust, body image, and societal norms. Consider the role of regulations and industry guidelines in balancing creative freedom with the need for transparency.

3. The Power of Data Visualization in Storytelling

Analyze the role of....

1. An In-depth Analysis of Apple Inc: A Leading Technology Company

2. Examining the Success Factors of Amazon: A Retail and Technology Giant

3. Company Analysis: The Business Strategy of Coca-Cola

4. A Comprehensive Review of Tesla Motors: Innovation in the Electric Vehicle Industry

5. Analyzing the Growth Strategies of Google: A Dominant Player in the Tech Industry

6. Uncovering the Success Story of Walmart: A Retail Giant's Business Model

7. Company Analysis: Understanding the Marketing Strategies of Nike

8. Exploring the Financial Performance of Microsoft Corporation

9. Case Study on Starbucks Corporation: A Coffee Company's Global Expansion

10. The Evolution of McDonald's Corporation: A Fast Food Empire's Business....