1. INTRODUCTION 1.1     Background             The decision to arrive at a specific brand name is one of the most crucial aspects in the branding strategy of any product before it is introduced in the market. The rapid industrialisation in the early part of the 19th century led to a shift in business emphasis from the cottage industries to well organised and automated industries and heralded […]

4. Identify the factors that need to be considered when developing a brand strategy within the service-based industries and explain why the development a clear and consistent corporate brand image and reputation is a fundamental part of international brand strategy. Corporate brand image: Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion. […]

American Express 1. What explains the American Express card’s success over the past fifty years? 2. What challenges face the American Express card in 2008? 3. Delineate and rank in order the various growth options open to the American Express card. 4. How is an imminent economic recession likely to affect the revenues and profits of the American Express card? Red Bull 1. What created […]

A heir or heiress taking their family business forward is seen as a natural trend with Indian empires. But it takes tremendous amount of guts and hard work to ditch ones family business and start an empire single-handedly. Cuddalore boy CK Ranganathan, the Founder Chairman of FMCG conglomerate CavinKare, left his family business to create a path on his own hypothesis. Under his leadership, the company diversified into personal care, food & beverage, […]

Skincare products under Mario Badescu brand are extremely specific, personal, and almost intimate. Psychologically, women and men refuse speaking about the products they use to stay young and attractive. Mario Badescu meets a serious challenge: it combines the discussed “secrecy” by promoting natural looks, and makes its products popular. Usually, make-up has several substitutes. There are traditional cosmetic products, and those which promote natural looks. […]

PRACTICE ROUND European demand is already at a good level. The annual demand growth is estimated to be between 30 and 100% annually, depending on the segment. In the Asian market the demand level currently is low, but the growth is expected to be even higher than in Europe. In both Europe and Asia the growth will be fastest during the next couple of years, […]

How Coca-Cola Uses Brand Equity The Coca-Cola Company wears its royal red banner high and proud. The association of Coca-Cola’s reputable brand and its world-renowned syrup-based beverage has become synonymous to being that “certain thirst-quencher” very well-incorporated in everyday lifestyle of many, but how do they use brand equity? Brand equity is the added value endowed to products and services (Kotler, Keller, Ang, Leong, and […]

IKEA has created a global brand focused on low prices and contemporary designs. In 2009, Interbrand ranked IKEA 28th on its list of the top 100 global brands (# 35 in 2008 indicating 10% increase in brand value over just year). IKEA’s success is attributed to its vast experience in the furniture retail market, its product differentiation and cost leadership. The brand Ikea has become […]

EXECUTIVE SUMMARY The purpose of this document is to show how the marketing has changed to adapt to the modern world, and international companies work to offer the best services and product, competing with other firms. Some Marketing tools have varied depending on the approach; this is why some companies prefer to use a disparity of elements to attract customers and retain them, offering some […]

Division of the technology brand on the basis of those who have strong consumer facing brand and those who do not have as Google and other technology brands like Apple and Samsung generate a lot of attention compare to non-technology brands. For few brands which have consumer products, consumer experience plays an Important role. Google with its various application such as maps, translation. Voice services […]