Introduction: Before looking into Brand Management, let’s construct our structure of knowledge from the basic ideology of what a Brand is. According to the American Marketing Association (AMA), brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” To better explain the same, let’s put it this way, “A Brand is A Promise”
Brand and its Role: Alike people in a community, there are numerous goods and services in any given market. And the funniest part is that, there are products in the market which have the same features but from different houses and celebrities endorsing different products of different houses. For example, ShahRukh Khan endorses the telecommunication brand Airtel and DishTv of Zee. But Airtel also has a DTH service which is being endorsed by other celebrities. But then we all have our own choices; be it a pencil or a car.
Scope of Branding: Branding is endowing products and services with the power of a brand. It’s all about creating differences between products and offering instant recognition and identification. For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category. This very much depends up on the advertising campaign of the product..
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“Google had gaps we would have had to fill with other solutions. But when we subscribed to Office 365, we had a working enterprise solution right from the start.”
- David Seah, Assistant Vice President, Information Technology, Hersing Corporation.
Situation: Based in Singapore, Hersing Corporation provides real estate, property management, money transfer, and brand management services for global brands such as ERA, RIA, Coldwell Banker, and Western Union. Hersing has more than 5,000 employees and agents throughout South East Asia…
Solution: In August, 2011, Hersing spent almost four weeks evaluating Google Apps web services and Microsoft Office 365, a subscription-based offering from Microsoft cloud services, which includes Microsoft Exchange Online, Microsoft SharePoint Online, Microsoft Lync Online, and Microsoft Office Professional Plus 2010…
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Situation: GenWay Biotech engaged us for assistance in marketing their new cancer and cardiovascular disease screening tests. GenWay needed to evaluate their branding, especially regarding physician response to the brand and sales materials. The company also needed to gather more information to develop strategies for selling to doctors.
Services: We conducted a BrandTrack brand management workshop to evaluate the company’s brand and shore up GenWay’s marketing strategy. During this branding workshop, the company affirmed their decision to employ a model of outreach directly to physicians instead of consumers. Click here to read more…
The recent history of Fiat and Fiat Auto
The launch of the new Fiat 500
Results of the campaign. Some final considerations
It may not be necessary to mention the School of Palo Alto, which at the end of the 1950s theorized that “one cannot not communicate”, especially thanks to Watzlawick’s work (Watzlawick, Beavin, Jackson, 1967). The brilliant intuitions and theories of the group of Californian psychologist have now become ommon wisdom. Everyone agrees that the factual objects in the life of businesses and institutions (as well as of individuals, small groups, communities and societies) have communicational messages and contents whether intended or not. The point is, competitiveness and communication are highly correlated.
If there is no competition I can afford not to communicate, but if I produce and I don’t communicate, I don’t sell (Cherubini, 2000) –neither products nor identity. Individuals, businesses and institutions face increasing competition, which means that communication is present almost everywhere, even in those settings where historically it was taken as given or considered as superstructure. An excellent example of this is communication in the public sector, e.g. in the Italian public universities. In heavily constrained or competitive situations, communication becomes a business function, even in those sectors where only a few years ago it seemed unthinkable. Click here to read more…
4Kids Entertainment, Inc. is an integrated, full-service brand management company that is committed to acquiring, developing, distributing and marketing children’s entertainment properties all over the world. 4Kids Entertainment is built on a vertically-integrated platform that includes the creation and development of television, motion picture, home video and music programming, merchandise licensing and website development.
4Kids Entertainment, Inc. is comprised of a group of companies including: 4Kids Entertainment Licensing, Inc., 4sight licensing solutions, Inc., 4Kids Productions, Inc., 4Kids Entertainment Home Video, Inc., 4Kids Ad Sales, Inc. and 4Kids Entertainment Music, Inc. Click here to read more…
There are many ways brands can be valued – ranging from “Consumer brand equity” to hard-nosed financial methods. All are generally relevant, depending on what the brand manager is trying to measure. But they’re relevant only so far as they help senior management understand the brand as one of the organization’s key assets. Most valuation work has focused on product brands, at least in the United States and Canada. That has come from the historical brand management methodologies developed by academicians, researchers, and brand managers for consumer product brands. Click here to read more…
In mid-1988, Nestle SA (Nestle), the world’s largest consumer packaged foods company based in Switzerland, acquired Rowntree Mackintosh PLC (Rowntree), in the largest ever acquisition deal of a British company during that time. Rowntree was the world’s fourth largest manufacturer of chocolates and confectionery products, with well-known brands like Kit Kat, After Eight, Smarties and Rolo. The deal attracted considerable attention all over the world since several bids2 to acquire Rowntree were rejected. Rowntree claimed that the bids were too low for its valuable, well-recognized brands.
In the end, Rowntree was acquired by Nestle for £2.5 billion, two and a half times the pre-bid price and eight times the net asset value of the company. This acquisition made Nestle the largest chocolate manufacturer in the world. Analysts felt that Nestle had paid £2.5 billion because of Rowntree’s brands, not its past financial performance. Industry observers wondered how Nestle would manage Rowntree’s brands. Click here to read more…
Set in mid-2009 and meant to be discussed in the ‘Consumer Behaviour’ Course, this case study helps in understanding the psychology of customers in the social context and enables an interesting discussion on the influence of reference groups and opinion leaders on consumer buying behaviour. Further, it attempts to analyse how social networking communities are proving beneficial – compared to conventional advertising strategies – in creating brand awareness and brand salience.
Consumer goods companies in the new millennium are undergoing a metamorphosis by changing their attitudes and understanding that brand building is not a simple exercise of advertising. Realising this fact, companies are moving away from ‘advertising’ to ‘content’ and sunsilkgangofgirls.com is one such initiative, attempting to craft its brand positioning in an unconventional way. Hindustan Unilever Limited (HUL) used the brand ‘Sunsilk’ for creating a social networking website by targeting young girls, particularly in the age group of 16–24 years, providing them a means of communication to share issues of interest.
Shah Rukh Khan Vs Aamir Khan: Who is the Better Marketer?
Abstract: This case study, ideally suited for brand management and marketing communication courses, attempts to reason out, between two of the biggest Bollywood celebrities, who is the better marketer? No one doubts the celebrity or endorsement power of Bollywood’s Badshahs – Shah Rukh Khan (Shah Rukh) and Aamir Khan (Aamir). What started as a professional rivalry is also getting played out in the brands endorsed by them, making it a keenly-watched and most-talked about celebrity war. However, the most intriguing question doing rounds, both in Bollywood as well as corporate world, these days is: who is the better marketer – Shah Rukh or Aamir? While some thank them for having set in motion refreshingly new brand of Indian film marketing with their exquisite marketing blitzkrieg, many still wonder who would be a better marketer – both for their home productions’ movies, their respective business ventures as well as for their respective movies. Click here to read more…
In 2001, Volvo Construction Equipment (VCE) was an unplanned collection of both Volvo and other acquired brands, including Zettelmeyer, Clark, Samsung Heavy Equipment and Champion.But industrial brand management is more than selling a range of products. A custom-built brand approach can increase the overall success of a company.
So VCE management decided to centralise their marketing. And construct a new global brand positioning.Our mission was to find a distinct global brand positioning for VCE. But we had no blueprints. No information was available on the status of the brand, its competitors or what might drive future success.
We started with analysing the status of major construction equipment brands in key markets. The insight uncovered the differentiating brand drivers – the foundations for a solid brand positioning. The construction equipment industry is not exactly famous for its caring personality. But sometimes a problem genuinely is “an opportunity in disguise”. Click here to read more…