Brand

| | |Procter & Gamble Brand Strategy VS Unilever’s | |Global Marketing Class | [pic] CONTENTS PROCTER & GAMBLE宝结 ………………………………………………………………….………………………………………….p3 I) Procter & Gamble Introduction……………………………………………………………………………………………………………p3

Socially acceptable BW Confidential examines how beauty brands can approach social networking and how the media will evolve N ow that Louis Vuitton has posted videos of its fashion shows on Facebook, the term social media may make management at prestige beauty brands slightly less uneasy. Up until recently social media has mostly generated fear. There’s the fear that a democratic medium like the internet is not the place for luxury brands and that social media does not bring a real return on

|2nd on the running shoes market. | | |Price |Adidas has low costs with the delocalization of 80% of|Products are more expensive than distributor brands. | | |its products activities in Asia. | | | |While competitor, Nike, sells high-tech products, it |

The evolution of the fine jewelry industry leads to new way to promote and sell jewels page 3 Diamonds on the internet………………………………………………………………………page 4 The luxury brands were waiting for the right format to be present on the Internet………page 5 Jewelers are invading second life …………………………………………………………....page 7 Some brands are still reluctant………………………………………………………………..page 8 Fine jewelry: purchase or rent?.................................................................................

BRAND RANKING – SINGLE BRANDS RANKING 2010 (2009) BRAND INDUSTRY COUNTRY OF OWNERSHIP BRAND VALUE in € m PERCENT CHANGE 1 (1) IT & Technology Finland 25.331 -28,1% 2 (2) Telco U.K. 25.318 6,4% 3 (4) Luxury France 17.186 -10,0% 4 (3) Automotive Germany 16.940 -12,6% 5 (5) Automotive Germany 15.267 -9,5% 6 (7) Telco Spain 15.061 -0,5% 7 (10) Consumer goods Switzerland 14.567 14,0% 8 (9) Telco

trends in tier one cities such as, Shanghai, Beijing and Guangzhou, have trickled down to the nations second tier cities. Quality is important to Chinese consumers, not just simply the act of purchasing brands. Social media and networks are very popular and are vital in building a successful brand in the entire demographic of China. In China, due to censorship issues Facebook, Flickr, Twitter, and Bing are not present in China, but this has not stopped the Chinese from finding alternatives.

older, form families, change jobs, get promoted, change their buying patterns ; so by marketing products that appeal to customers at different stages of their lives, a business can retain customers that might otherwise switch to competing products and brands. 5) 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 customers are missed. By segmenting markets, the

marketing executives face increased scrutiny and are asked to do more with less, it has become ever more important to have a clear understanding of how marketing dollars are working for brands. The role of marketing has not changed much over the years, and it still plays a critical function in educating consumers, building brand equity, and generating sales. What has changed is the variety of channels, their influence on consumers, and the metrics that are used to measure them. Twenty years ago, a major

category rather than to emphasize a particular brand ex: VCRs, etc. 2 Selective demand stimulation Purpose is to point out the brand’s unique benefits compared to others ex: better sound quality, remote command, etc. 3 Direct response advertising Asks the message receiver to react immediately. ex: “call this toll-free number”, “mail your check today”, etc. 4 Delayed response advertising Develops recognition and approval of a brand over time, creates awareness, reinforces benefits

additionnelle Brand Equity : Concepts and Models Abstract : Much research on brand equity has been carried out since the issue of brand value emerged in the 1980s. In this article, we propose a critical review of major brand equity models in marketing. We show that brand equity should be considered more as a conceptual framework explaining brand value than as a specific concept. Key-words : brand equity, brand strength, brand value, brand associations, brand franchise, brand utility Introduction