Brand management

Majeure International Brand Management Synthèse du Séminaire Table  of  Contents   Introduction ................................................................................................................................................ 3   La  marque  dans  un  environnement  international  et  métiers.................................................... 4   La  marque  dans  la  démarche  marketing...................................

La notion de « Brand Management International», qui n’est pas encore connue de tous, est pourtant largement adoptée dans les milieux industriels internationaux, en particulier en marketing. Plus qu’un concept, elle est devenue une réalité et représente désormais un aspect fondamental dans l’organisation de plusieurs grands groupes. Ce paradigme d’origine Anglo-Saxonne, apparu dans les années 1980 suite aux multiples débats sur la mondialisation et la valeur des marques, désigne les différentes

BRAND MANAGEMENT ETUDE DE LA MARQUE “MON CHÉRI” SOMMAIRE I LA MARQUE MON CHERI 1) Présentation du groupe 2) Présentation de la marque 3) The 4 facets of the brand a. Who is it ? b. Who is it aimed at ? c. Where do we want to go ? d. Who are the competitors ? 4) Communication de la marque II ANALYSE ET RECOMMANDATIONS Annexes 1. LA MARQUE MON CHERI MON CHÉRI est une marque appartenant au groupe FERRERO. 2.1. Présentation

Brand Management NEW PRODUCT : body form chocolate bar Christophe BUIS Victoire FRANCESCHI Anne Laure FAICT Coralie Ange DUC Concept The concept is to sell a new product which is a body form in chocolate. This is presented as every chocolate bars, but the packaging has two colours in each packets, blue for guy and pink for girl, however the taste is similar for both bars. Milk chocolate is the base of the recipe because children are the main target. The global idea is to give

Brand Management SS 2004 Dr. Pfisterer 1. Überblick und Einführung zum Brandmanagement Produkte Dienstleistungen Coca-Cola Microsoft Nike, Puma Allianz Ford, VW SAP Kraft H&M Marken, die spontan einfallen sind starken, bekannten Marken. Nurtasweet und Langnese sind Ingredienz. Personen Organisationen Robbi Willams Bayern München Partaien - Emotionale Bindung => Farben, Kleidung ...

male, don’t purchase candies or snacks often. Therefore, this group was eliminated from the target. But middle-aged consumers often become loyal returning customers who make repeated purchases once they become fond of the product. Therefore this brand adopted a sophisticated image to appeal at the adult group, using the color gray. The price is 150 yen. [pic] . Target market: Our main target group is students and workers aged 12～35 (in Japan 18～35) as our product helps you to keep awake

BRAND MANAGEMENT WEEK 5 Introduction Week 5 has been designated as a reading week for Brand Management ONLY, in addition to which there is a compulsory group activity to complete. Reading/Research By this point in this module you should have access to a copy of one of the essential texts. In addition you should also allocate some time to undertaking background research in the library and on the Internet, focussing on academic articles and texts relating to brand strategies. You should

Strategic Brand Management Nowadays, marketing trends are changing every day as the new technology becomes more and more important and present in our lives. Companies have to be smart and make the right choices to allocate their marketing budget in different ways they used to do it until now. Obviously, companies are using different strategies from each other even if they are targeting the same market: automobile, soft drinks, clothes… the main objectives remain the same: Having the biggest impact

Binary construction: Description of the product (30”) Demonstration of the product (30”) Dove sticks to its strategy Dove makes a point of being different: Dove is not a soap, Dove does not dry your skin out like ordinary soaps. The brand codes are stronger: The Dove cream bar is the major element. The Dove communication is a sender stand campaign. New register : Testimonial Dove takes a new posture : from a sender stand to a receiver stand campaign: Dove is not a soap

nous nous engageons à sensibiliser nos partenaires de façon à ce que les principes énoncés ci-dessus soient suivis partout et à tous les échelons de notre organisation
Afin d'assurer une mise en œuvre structurée de ce qui précède, un système de management environnemental conforme à la norme ISO 14001:2004 a été mis en place pour déboucher aujourd'hui sur un projet de certification du Groupe.

Grâce à ce système, tous les sites du Groupe encouragent une approche globale, conciliant les activités et