Case study tutorials, brands, brand equity, marketing mix, brand repositioning, co-branding, branding service, brand extension, Coca-Cola, Nestlé, Samsung, Unilever, McDonald's, Google
1. Which factors do you think would be the main contributors to your chosen company's brand equity?
Brand equity that is based on consumers happens when consumers are ware and familiar with specific brands and their memories can easily hold uniqueness, favor and strength in the brands. Some of the main contributors to the brand equity could be employee behavior, success of new products, social responsibility, product's social status, and relative quality of the product and its points of differentiation.
2. Now review the second list of brand equity benefits. Which ones do you consider be the main benefits?
Due to the strength in the brand equity, the company has to gain several benefits. Some of such benefits would be customer loyalty, increased sales, staff recruitment and retention, easier development of market, more skills, capabilities, and resources and significant competitive advantage.
[...] Samsung Product: Samsung's products are highly trusted by its users. By having quality products, Samsung has been able to stay at the stop of the technology market Price; the pricing strategies of Samsung are very important in the marketing mix of Samsung products. To gain competitive edge in the market, Samsung uses competitive pricing and price schemes for its various products. Place; Samsung ensures its products are available in various places through a blend of channels within the market. The company uses three segments in its channel marketing. [...]
[...] and MUTHUKRISHNAN, A.V Search and alignment in judgment revision: Implications for brand positioning. Journal of Marketing Research, pp.18-30. RAHMANI, K., EMAMISALEH, K., & YADEGARI, R Quality Function Deployment and New Product Development with a focus on Marketing Mix 4P model. Asian Journal of Research in Marketing, 98-108. SINGH, M Marketing Mix of 4P'S for Competitive Advantage. IOSR Journal of Business and Management (IOSRJBM), 40-45. THOMPSON, C.J., RINDFLEISCH, A. and ARSEL, Z Emotional branding and the strategic value of the doppelgänger brand image. Journal of Marketing,70(1), pp.50-64. TRUONG, Y., MCCOLL, R. [...]
[...] The economic situation coupled with the friendly social and technological aspects help in improving creativity and innovation that ensure the brand continues to sell in the market. c. Brand managers The brand managers may not be negatively affected because they do not face major challenges in branding. They can freely brand their products to fit the specific needs of their clients. In addition, they can use the advanced technology to know what competitors are selling as well as the best brand in the market that can help them fetch the highest sales. REFERENCES CASTELLS, M Networks of outrage and hope: Social movements in the Internet age. [...]
[...] (If you are not able to access internet during tutorial – do this exercise in your own time. You will potentially need to do some online background research) The co-branding between Nike and Apple was successful and led to various advantages for both companies. For instance, it helped in the general benefits such as boosting customer confidence and trust on brands as well as the provision of clarification to customers on which the main brands are. In particular, some of the benefits that the two companies gained were increase in their sales and an easy way to track their performance. [...]
[...] into new geographic markets, or brand extension/brand stretching?) Some of the implications for Kwanpen in new markets would be increase in sales and profitability. For instance, such sales would increase due to the fact that the bags they make are hard to find from other companies. This indicates their uniqueness in designs as well as high quality of their products. Their customer, Pamela, reported that the leather used by the company is the best and the job they do is also the bets. As a result, this positive publicity would make a great impact in the total sales of the company. [...]
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