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.
[...] and KITCHEN, P.J New luxury brand positioning and the emergence of Masstige brands. Journal of Brand Management,16(5), pp.375-382. YOO, B., DONTHU, N. and LEE, S An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, pp.195-211. [...]
[...] Such aspects lead to the improvement in corporate social responsibility of organizations. Due to the positive advancement in the economic growth of the country, organizations are highly encouraged to grow with the country. Technology is highly preferred by most organizations since it helps in the automation of processes that lead to increased efficiency and effectiveness in the country Discuss how the above impacts affect a. Strategic marketing process of an organization; The marketing processes of organizations are positively affected by the above mentioned factors. [...]
[...] 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. [...]
[...] 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. [...]
[...] (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. [...]
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