Brand

Book Reviews The employer brand: Bringing the best of brand management to people at work Simon Barrow and Richard Mosley John Wiley & Sons, Ltd, UK; 2005; 214pp; £29.95; hardback; ISBN 0470012730 Journal of Brand Management (2007) 15, 150–151. doi:10.1057/palgrave.bm.2550125; published online 2 October 2007 The interface between brand management and human resource management is brilliantly explored here by consultants Simon Barrow and Richard Mosley. They structure their book into two main

different brands: Femilet: the wonderful, elegant and fashionable lingerie for the women of today. Shape: Femilet Shape is lingerie in the lower price segment. Aqua: Elegant, cool or trendy? Dreams: Young and trendy lingerie, nightwear and beachwear to the girl that wants to be the star in her own life. Femilet should develop franchise concept internationally. This is a good mean to develop a brand in taking less risk. One of the problems is the identification of the brand in other

Volkswagen Brand in China Weiming Soh Executive Vice President of Volkswagen Group China Sales and Marketing Page 1 Volkswagen Brand China Investor Conference 2010 in Beijing Sales Performance and Outlook Marketing Campaigns and New Model Launch Network Strategy Training Strategy and Customer Satisfaction Programs BlueMotionTechnologies and Think Blue Campaign Page 2 China has been the key region for the Volkswagen Brand worldwide for decades Regional distribution of deliveries

older, form families, change jobs, get promoted, change their buying patterns… So, by marketing products that appeal to customers at different stages of their life, a business can retain customers that might otherwise switch to competing products and brands. e) Target marketing communication Businesses need to deliver their marketing message to a relevant customer audience. If the target market is too broad, there is a strong risk that the key target customers are missed. By segmenting markets,

Branding Why brand? - To differentiate from competitors - To bring added value – intangibles - To give power over unbranded products What is a brand? A name, a term, a sign, a symbol, a design, or… a combination of all of these to identify and differentiate a product Four levels: - Attributes - Benefits (functional and emotional): durable, expensive, well built - Values: high performances, safety and prestige - Personality Brand equity Powerful

Fashion Brands An increase in competition turned consumer-centred management into a key success factor. The transfer of an ultimate consumer orientation to brand positioning could change its logic: While positioning maps generally portray the position of a brand in the minds of consumers relative to its competitors, rigorously consumer-oriented positioning maps depict what consumers with preferences for a certain brand actually want – as compared to consumers with preferences for competitor brands. The

to be successful for this launch of a new brand. As a matter of fact, Carrefour expectancies on Carrefour Discount are very high and relying on many objectives. The natural objectives for a new brand is the brand awareness : the new products have to be known to be purchased. The consumers prefer to buy if they know the brand values and the brand promises. As a consequence, the objective of Carrefour discount campaign was to make people know the new brand. We will see later on how they realized the

What are the key changes for Puma? Puma had suffered of a rise and fall problem in the end of the century. The positioning was a general sport brand for everyone; they wanted to address customers from every social class, from the welfare recipient to the millionaire! Therefore individuals from the upper class were no longer willing to wear a “dirt-cheap” brand. And every new collection failed. Jochen Zeitz came like the new leader that investors searched for. He was quickly promoted to the Head of

ASSIGNMENT 1: SURF BRANDING BRAND According to the American Marketing Association (AMA) defines a brand as 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 other sellers “. However Karen E. Klein showed in her article (A Practical Guide to Branding, http://www.businessweek.com/smallbiz/content/jun2008/sb2008069_694225.htm) that brand is more than a name or a sign

case when managing a luxury brand. It is necessary to forget a fair number of laws of marketing, which may very well applied to brands, to premium brands and even trading up but not luxury.   Not only traditional marketing techniques do not suited to luxury, they can in fact be positively harmful to it. Traditional marketing is only concerned with the bottom of the pyramid where they are no longer selling luxury products, but products derived from luxury brands.   We should put