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Monday, April 21st, 2014

different branding strategies?

what are the different branding strategies?
what are the different branding strategies.. i have 6 strategies.. pls give me the meaning of each..
1. individual name
2. blanket family name
3. separate family name
4. Corporate name combined
5. Line extension
6. co-branding

Answer
More info please!

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Essence of Corporate Branding Strategy

Monday, April 21st, 2014
Brand Positioning Requires Process IMprovement

The essence of corporate branding strategy is to build up steadily the brand franchise or privilege. The most desired objective is, of course, brand insistence; it is the stage when consumers prefer a given brand that they will insist upon buying it, and will not settle for a substitute. Have you ever felt that kind of an urge? On the whole, branding strategy indicates how the firm opts to use branding as an integral part for its overall marketing strategy. In a sense, branding is simply another dimension of marketing strategy. To the consumer, a brand name is a means of identification of the product as well as means of differentiation of the branded product from its rivals.

Corporate branding strategy enables a company to influence customers and develop customer preference towards brands. Advertising and sales promotion can create initial brand awareness and recognition. Then it can develop brand preference and, if possible, brand loyalty. However, the brand name is the center around which the entire marketing mix is constructed. The brand name can incorporate all marketing efforts together either in the consumer’s mind or in the marketing program. Branding simplifies control of the commercial process. It gives necessary advertising and promotional support in order to make the product recognizable and to create consumer patronage.

A seller has a brand franchise, if customers exhibit brand insistence, brand loyalty, or brand preference towards his product or service. So, rather than gaining mere brand awareness or recognition, a seller would always try to move buyers from brand awareness to brand preference, loyalty, and insistence. Brand preference indicates that a customer regards the brand favorably but will accept a substitute if the said brand is not available in the market. On the other hand, brand recognition indicates the consumer’s favorable attitude towards the brand. This is the minimum expectation of the advertiser while developing brand franchise.

A brand is more than just a product. It embodies a meaning, gives direction, and defines unique identity in time and space. A brand is a signature on a constantly renewed, creative process or a contract between the customer and the creator. A product is what the company makes. A brand is what a customer hopes and expects! On a broader sense, corporate branding strategy is the practice of giving a specified name to a product or group of products. The main purpose of branding is to distinguish your branded product from those of competitors. The specified name creates this individuality in the product; hence, it can be easily distinguished or recognized in the market from the rival products. So, a well-promoted brand name which has earned reputation in the market is very difficult to compete with. 

For brand positioning we follow a unique model to get a holistic view about the opportunity, the category, the competition, the society and the consumer. Brand strategy is about developing a road map for the brand and it is about setting tasks and articulating the way forward.

What brand of European History AP review book would you recommend?

I am taking the European History AP test in May, and I am wanting to purchase a review book. With that in mind, I am not sure what brand to purchase since there are so many, eg, Kaplan, Princeton Review etc.

Which brand would you recommend? Thank you!

Answer
I recommend going on amazon / Barnes and Noble and checking out the books yourself. each person is different and has strengths and weaknesses. After reading, decide what book will suit YOU the most. However, in general, the most popualr books for AP European Hist are:

Modern European History(Not a AP prep book, but contains material for the AP Exam..has very good reviews): http://www.amazon.com/gp/product/0070674531/qid=1135754132/sr=8-1/ref=pd_bbs_1/103-2026375-5683832?n=507846&s=books&v=glance

The REA AP Euro Book
The PR AP Euro Book

In a history review book, you should look for the book that helps you with test-taking (ex. how to do MC questions, essay strategies) and covers the history / course material. However, the book that’s good at covering material is most important. Test prep strategies can simply be learned by entering Barnes and Noble and reading the book.

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Monday, April 21st, 2014

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Monday, April 21st, 2014

what is Brand repositioning in International Business??

i would like to know if anyone can get Journals of Brand repositioning in International Business

Answer
it is the practice of broadening your brand to appeal to additional consumers or consumer need segments for whom the current brand positioning won’t work.
basically you are looking for a new market to sell to…older VS younger, men VS women…

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Monday, April 21st, 2014

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Monday, April 21st, 2014

What are some examples of companies that have implemented a certain strategy in order to address an issue?

I need examples of certain companies that have implemented a strategy, either to benefit itself, or address a problem. Some examples are of companies that have merged… Please respond asap. Thank you!

Answer
Good examples in Six Sigma: Production Control and Process Improvement Methadology

As of 2006[update] Motorola reported over US$17 billion in savings[10] from Six Sigma.

Other early adopters of Six Sigma who achieved well-publicized success include Honeywell (previously known as AlliedSignal) and General Electric, where Jack Welch introduced the method.[11] By the late 1990s, about two-thirds of the Fortune 500 organizations had begun Six Sigma initiatives with the aim of reducing costs and improving quality.[12]

Really good examples exist in the Harvard Business Review, I’ll just briefly mention some:

These examples are from around fy 2000, but it is amazing the strides that companies have made in supply chain strategy: Companies were able to reduce the amount of inventory they carry by using lean strategies, just- in- time production and networking with vendors, suppliers and customers.

In the last decade that was just a dream. Companies like Campbell’s Soup, Caterpillar and Proctor and Gamble set really high goals to realize this value creation within their organizations. Now to even say that they were leading the pack to globalize and streamline their operations, with ERP technology sounds like old hat. But the investment that companies have made and the strides in operating performance are enormous.

IKEA transformed from a small mail order Swedish company into a global powerhouse by the modernized approach to shopping of self service and modularized to-be-assembled packaging.

Order configuration at the time of customer service offers tremendous variations and immediate recognition to fullfillment in the supply chain. A number of companies have employed this technique especially computer companies like Dell and others, and can easily assemble from preassemblies.

The technology and the speed of online ordering has advanced companies well beyond earnings of the prior decade. But more than this it has changed the face of the planet as it now appears in the palm of your hand.

These strategies of arranging production capabilities and procurement to meet an immediate demand within a very short timeframe has revolutionized buying habits and the entire global sphere of business and organization.

A number of companies created mergers and acquisitions to gain synergy from the combination of various independent small companies working together to gain a competitive advantage either in vertical or horizontal integration. But as the products have changed and the companies have moved towards a leaner strategy, many companies revamped to a more centralized yet globalized operation. This has happened a great deal in the auto industry and most notably to GM, as business has become a lean enterprise.

Similarly the lean enterprise soon won out in Retail as well. A number of large and well known retailers banded together to integrate their strengths against the competition but some of the well established and recognized names disappeared in the midst of a great deal of price competition and positioning in the marketplace. Brand competition, volume buying and location played a large role.

In the retail sphere the mergers of various traditional retail stores created a final paring down of general merchandising putting Macy’s as the recognized leader of quality brand merchandise, while specialty retailers have advanced on the sidelines.

There are a large number of specialty stores such as Barnes & Noble, Border Books, Best Buy (replacing Circuit City within a short period) Office Depot, Staples, Toys R Us… There are now warehouse clubs like Costco and Sam’s, created to meet a demand of surplus buying. And the supercenter discount stores like Kmart and Walmart have driven out a multitude of competitors. All of these stores are competing against online megashopping with Amazon and Ebay.

In the US another amazing transformation occurred between retailers and manufacturers building relationships so that goods would be available on demand. Mentioned in the discussion was the relationship between Walmart and Proctor and Gamble, but there was a great deal of work done between companies like Lowe’s and Home Depot in streamlining their distributions with manufacturers; the retailers asked the manufacturers to maintain their own economic order quantity and external margins required to maintain market share within the retail sphere and find distribution patterns and brand recognition/product mix that would achieve those goals. Cross functional teams did just that.

All of this mobility has created a giant learning curve. The frontier of this amazing transition has left the world not quite able to identify the direction of the next ten to twenty years. The focus in America has become super charged technologies and services, but how will the world come of age?

We have yet to see.

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Monday, April 21st, 2014

How do you think Elton Brand will fit in with the 76ers ???

Answer
Brand will fit in well in my opinion.

The Sixers are an athletic bunch with Andre Iguodala, Thaddeus Young, Louis Williams, Dalembert- they didn’t run all that much last year (were in the bottom of the league at pushing the pace- 20th), but when they did run they were generally pretty lethal- in the playoffs against the Pistons.

Brand fits in with that- he’s very good at running the floor, can hit the mid range jumper consistently; which really opens up the floor for his teammates with the spacing.

So, the 76ers will remain a team capable of running, and become even better at it.

In the half court is where I expect to see the biggest improvement from the 76ers- keep in mind that this team was 18th in offensive efficiency in the league last year, which means they were slightly below average offensively.

With Brand, they add an entirely different dimension to their offense- Brand’s ability to hit the jumper will give Iguodala more space to drive, make it so that other teams can’t double Andre Miller in the post.

Brand will also continue to do well, as long as he comes back healthy- he’s a good post up player (love his fadeaway from the block which he uses regularly), has a soft touch downlow, spreads the floor, is a solid passer.

Where I think Brand will really help the 76ers is on the glass- the 76ers were 14th in rebounding last year- around the league average- with Reggie Evans, Dalembert, and Brand (who is an excellent offensive rebounder- averages 4 per game for his career) the 76ers should be able to get a lot of easy baskets off offensive rebounds.

Defensively, Brand’s very very good- after Garnett and Duncan, he’s the best defender at the power forward position.

He has good footwork, is exceptionally strong, good shot blocker (averages 2 a game to go with 1 steal)- he’ll only help the 76ers already good defense- last season the 76ers were 8th in the league in terms of defensive rating; clearly one of the better defensive teams.

With Brand, look for the 76ers to be one of the best defensive teams in the league- they should be able to wear down their opponent’s front line- with athleticism in Thaddeus Young, bangers in Evans and Dalembert, and of course Brand too. (Not to mention Iguodala is also a good perimeter defender).

One thing though, which I feel is key to how far the 76ers go next year, is the amount of perimeter shooting they have.

With Korver gone to the Jazz last season, a below average shooter in Andre Miller (though definitely a good point guard), and a streaky shooter in Iguodala (hope he improved his jumper this summer), teams may try to double down on Brand a lot, or play zone on the 76ers.

Last season, the 76ers were last in the league in three pointers made and in three point % (only 31% from beyond the arc); that’s the only thing that can really limit the 76ers.

However, if the 76ers address their shooting concerns- they could be a real scary team come playoff time.

Anyways as I’ve said, I expect Brand to successfully contribute in their fast break offense, half court offense ( will be most dangerous if the 76ers get some more perimeter shooters), and make them an even better team defensively (they could definitely be a top 5 defensive team next year).

With their defense and offensive rebounding, the 76ers have a chance to make some real noise next season.

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Monday, April 21st, 2014

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Sunday, April 20th, 2014

How has Starbucks dealt with issues of brand positioning and brand equity?

Answer
Starbucks doesn’t have a problem dealing with brand positioning and brand equity. Starbucks has a positive brand equity, because everyone knows of Starbucks to be of quality. Every fast food chain tries to be a little like Starbucks, such as McDonald’s and dunkin’ donuts, dunkin’ donuts dropped the “donut” from there name,just to have the equity move into a more Starbucks region. Starbucks has the key to success.

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Sunday, April 20th, 2014

Re-branding Strategy for Uni?

Hi guys,

I need some help with a Business-to-business Uni assignment! We have to come up with a strategy for a very large textbook company that changed there name a couple of years ago when their parent company sold them off. They are not allowed to refer to their former company name at all and no lecturers, university staff who are required to choose their products as course materials seem to know who they are.

Basically, we need to design a strategy that will raise their brand awareness massively and let every academic in the country know who they are!

We were thinking something along the lines of a Brand Launch conference in each major city in Australia (we’re they are based) and inviting all the relevant people. There would be show bag handouts and the sponsoring of several academic awards.

Any ideas on what to do here would be greatly appreciated!!! I will give heaps of points!!

Answer
The issue with academics is that publishers will be known no matter what happens as their success is with the academicians they work with. So, as far as the known academicians go to the same publisher they’ll not be forgotten about. So, a brand re-launch cum academic conference in the field the publisher specializes in would be an excellent choice. You do not need to have multiple conferences but one real effective conference. Invite one of the most known academician to talk about a known issue in the field or a modern unknown trend and advertise among all the universities about the conference. Be assured you are going to attract pretty much everybody involved in the field. You could even approach some companies working in the field to share their view on the issue. That’s one of the best options you have to induce a push marketing.

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