Branding Essays

Ikea Brand Scorecard Final

Introduction The brandscore card is an essential element used to evaluate the overall equity of a brand. The scorecard is an effective way to asses the unmet needs of the brands customers, it enables the brand to stay relevant and effective in the marketplace in a methodological manner. The scorecard should be able to fill any gaps that have developed within the brand’s approach to management and its strategic direction, as well as developing and maintaining a functional management system…

Read >>

Marketing Report Bokomo Foods

1.0. A report presenting market data in order to inform a cereal company Bokomo Ltd. To consider whether to expand more in the United Kingdom market. 2.0 Executive summary. This is a short report, containing marketing data on both the cereal market and a specific business, Bokomo UK. The data was obtained from secondary marketing research. Bokomo´s website was one of the main reference guide. With the findings and analysis, it was recommended that Bokomo should expand their own brand…

Read >>

Brand Personality Assessment of Royal Enfield

Introduction Manufactured in Redditch, UK, the Bullet was the culmination of designs that date back to 1933. The classic 350 cc model made its debut at the Earl’s Court motor show in 1948 and was an immediate success. Its big brother, the 500 cc came along later, in 1953. In 1955, a satellite factory was established in Madras, India, to meet demands from the Indian Army. When the UK factory closed in 1970, the Madras plant continued production. In 1994,…

Read >>

Perception Towards Successful Brand

Rev. of “Building Brands Without Mass Media.” Joachimsthaler, Erich, and David A. Aaker. Harvard Business Review 3 March 2009: 4-6. Print. In this article, the authors emphasize that a company must have a clear brand identity with depth and texture so it will not convey confuse messages to customers. Also, they provide some marketing strategies for the brands to set up a clear and effective brand identity. Besides, they illustrate six companies that have a strong and clear brand identity…

Read >>

Golden Arch Hotel Case Study

Think of Switzerland and you’re likely to think of private banks and beautiful scenery. Think a bit deeper and you might picture cowbells, cheese fondue and the inimitable Swiss Army Pocket Knife. After a recent visit to Zurich, however, these cliched images of Switzerland have been forever shattered in my mind, and replaced with one succinct, memorable mnemonic. No, not a red flag with a white cross – more a Golden Arch. Golden Arch Hotels, as they are known (there…

Read >>

How Global Brands Compete

1. Introduction Over the years, global branding has turned out to be a key aspect for effecting management considerations globally.  Indeed, it has turned out to the main defining objective of various companies around the globe. 2. Importance of the global branding Global branding is not important to the global consumers. Global branding of different products has assimilated a marketing notion and do not necessarily indicate a sense of superiority. Indeed, it was not until recently did people stop associating…

Read >>

Nike Marketing

Introduction Former University of Oregon track coach and co-founder of Nike Bill Bowerman once said: “If you have a body, you are an athlete!” (Nike Inc., n.d.) It is this way of thinking that describes the root of Nike’s approach to marketing. Every person is a potential athlete or “consumer”. This is a common thinking in the realm of athletics but when Bill Bowerman said this, it was in direct reference to the shoe industry. From their marketing strategies to…

Read >>

Quorn Revision

Introduction Branding creates attachments between consumers and brand: the stronger the attachment, the better the branding. Nothing connected with “branding” should surprise anyone any more (Frank, 2001). Whenever the word is spoken, it seems, there instantly follows some scarcely believable anecdote of corporations expanding, metastasising, covering more and more of our world and our culture, putting their mark in some unthinkable new spot or on some inviolable hero, ransacking the temples of art, laying claim to the legacy of the…

Read >>

L’oreal Introduction

Founded in 1851 by John Kiehl, Kiehl’s began as a homeopathic pharmacy located at 3rd Avenue and 13th Street in the East Village of New York City. In 1921, Irving Morse, a former apprentice andRussian Jewish émigré who had studied pharmacology at Columbia University, purchased the store. Morse was involved in the development of many Kiehl’s products that are still popular today, including Blue Astringent Herbal Lotion and Creme de Corps.[1][2] Irving’s son, Aaron Morse, who also studied pharmacology at…

Read >>

Tony Chachere’s Original Creole Seasoning

The product brand I prefer to use over any other seasoning is Tony Chachere’s original CREOLE Seasoning: it has less sodium than salt and Lawry’s seasoning. Morton Lite Salt has 50% less sodium than the regular table brand, but the flavor in Tony Chachere’s enhancing the meat; it brings out a red pepper flavor that is consistent with cayenne pepper, and chili powder. The red pepper and cayenne pepper are two good product that also help with obesity, they actually…

Read >>

Colgate’s Distasteful Toothpaste

Identify the major strategic and ethical issues faced by Colgate in its partnership with Hawley and Hazel. Answer: Colgate face some strategic and ethical issue in its partnership with Hawley and Hazel. Those are given below: Strategic issue : 1. Colgate had no right to make decision in management which called management prerogative. 2. African black offence it’s product because of brand name and logo promote racism. 3. Overcome bad image because of marketing a toothpaste accused of racism. Ethical…

Read >>

Red Bull Brand

Red Bull is the most popular energy drink in the world, selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for Red Bull? A brand element…

Read >>

Applying Branding Techniques

Introduction The Brand Techniques simulation is based on cosmetic company’s building of a new brand. Ca’Shara is a United States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. Ca’Shara has an established brand presence and known for quality products. The recent consumer interest in natural products has made Ca’Shara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year old health care system from India called Ayurveda….

Read >>

Trader Joe’s Case Analysis

About Trader Joe’s Trader Joe’s has approximately 414 stores in 400 locations across 37 states in the United States plus the District of Columbia. Many Trader Joe’s stores can be found in old strip malls in suburban locations. The typical Trader Joe’s store has less than 15,000 square feet of selling space. The store works with a much lower square footage than larger supermarket chains that range from about 40,000-50,000 square feet. Experts estimate that Trader Joe’s generate approximately $10…

Read >>

Positioning and Repositioning Dove

Introduction:         Dove is a company branch of Uniliver Group. It has a marketing department that is composed of a group of women from all over the world who would like to help other women with their personal beauty products needs. In essence, they are a marketing organization that chats with other women online as they position  the Dove products. (Dove, 2008, Online).              Dove is also repositioned as a website that does more than sell products to the women…

Read >>