Brand management

– low growth, low market share Brand: The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it - a unique combination which the name or logo of the product or service should evoke in the mind of the audience. Brand extension strategy: The process of using an existing brand name to extend on to a new product/service e.g. the application of the brand name Virgin on a number of business activities. Brand name: Used for the identification of

de communication. Mots-clés : services, satisfaction, insatisfaction, fidélité, personnalisation Abstract Marketing services have reached a crucial turning point in the last years. The traditional concept of this field, mostly based on quality management, is being replaced by new and diversified approaches, in an attempt to put consumers in the heart of the marketing strategy, in order to better meet their expectations. The recent notions do not only concern satisfaction but also dissatisfaction

6 II. The case: Henkel, a brand like a friend 7 A. Employer Branding, the employer’s perspective 9 B. Employer Branding, the employee’s perspective 10 Remarks and Conclusion 11 Sources 12 Links 12 Foreword The present writing will act as a continuation of my Licence Thesis, which dealt with the stakes of the modern management. In the licence thesis I made a reflection about the meaning of the modern management and I proposed a strategic and

et stratégie Basé sur l’analyse et en accord avec les objectifs marketing existants: planification des campagnes publicitaires pour des institutions, des produits et des services; planification de la stratégie en communication marketing et en brand management et harmonisation de tous les concepts en vue d’une communication intégrée; collaboration à la définition d’objectifs marketing et élaboration de normes de positionnement; évaluation des concepts design et des réalisations visuelles. Activités

explained to the Washington Post, "It's such a down-to-earth place, it's not a chain like the Gap andJ. Crew. Everything's really different." Urban Outfitters prepared its management, merchandising, and buying staff by recruiting recent college graduates and qualified store employees and sending them through a six- to nine-month "Management Development Program." While in the program, participants had a series of rotations between stores and the home office. A "Manager-in-Training" program offered the on-the-job

different technologies available |Cell-Chip to provide key technology for many different products | |Big research experience |Cell-Chip also as “ingredient brand” | |Globally strong brand name |Blu-ray as standard format | |Japanese internal market |

(compétences, systèmes, logiciels, services, financement, technologies) avec pour seul objectif : « leur permettre de devenir des entreprises d’innovation ». IBM Software est la division logicielle d'IBM, elle s’organise autour de cinq brands[4] (Information Mangement, Tivoli, Lotus, Rational et Web sphère) (cf annexe 3) déclinées par secteur. Le secteur banque assurance appelé « BU FSS[5] » est géré par Edouard BRIAUD, il est essentiellement composés de commerciaux (sales specialists[6]

wrong pricing. MKC didn’t adjust price of product according to the local market conditions when it penetrated a new market. The third is autonomy. The system of management is too complex. The managers of subsidiaries make the decisions. The forth is low brand awareness, MKC didn’t supply adequate resource allocations to develop the brand. They didn’t do a lot of communication in order to meet the objectives of market shares. * 2. What criteria should

collaborating with one of the oldest French Fashion Houses, Lanvin for their 2010 Guest Designer. Brand The branding consultancy Interbrand ranked H&M as the 21st most valuable global brand in 2009, making it the highest ranked retailer in the survey. Its worth is estimated at $12–16 billion. The full company name Hennes & Mauritz was rebranded to H&M to simplify worldwide perception of the brand Corporate objective H&M describes its mission as “Fashion and quality at the best price”. H&M's goals

Introduction Chapitre 1 : Présentation du Groupe LingNan et des missions du stage A. Présentation du Groupe LingNan B. Présentation de ses filiales 1. Module de la nourriture 2. Module de l‘hôtel et du voyage 3. Les séries de l‘hôtel de LingNan 4. Management hôtelier C. Présentation de LNH D. Les missions du stage Chapitre 2 : L’étude sur terrain A. Caractéristiques des groupes hôteliers en Chine 1. Les groupes hôteliers internationaux en Chine 2. Les groupes hôteliers locaux 3. Les hôtels indépendants