Brand

Objectives of the course understand and assimilate the notions of marketing/communication used by sporting goods brands be able to conceive an internationnal marketing/communication strategy and a global communication plan for a sporting good brand trade : échange (les distributeurs) trade marketing : technique de communication hors médias. Media : TV, out door, radio, print, web, moovies, … Non media : public relations, sponsoring, operationnal marketing (trade marketing, sales promotion

middler class and comprise 12,6 million households or 28% of the national consumption. Market study : what affect the purchasing decision : * Price 38% of purchase decision * Quality 31% * Brand = least important factor only for personnal care product (22ù of the decision) Consumer C not brand loyalist. If no difference perceived for quality, they prefer the cheapest product. Between 98 and 2000, 63% of the market leader in 157 products lost market share in Brazil This phenomenon of cheap

Event’s sponsoring as a Communication tool to tribes : International Brands versus Consumer Point of View Laurent ARNONE, Angy GEERTS and Chantal SCOUBEAU Warocqué Research Center – Warocqué School of Economics and Business Administration University of Mons-Hainaut Belgium Contacts : laurent.arnone@umh.ac.be angy.geerts@umh.ac.be chantal.scoubeau@umh.ac.be Introduction Sport, leisure activities and hobbies are getting more and more important in people’s everyday lives. If these “ordinary

reach the Russian market? What should we think about the brand’s future international strategy? SUMMARY: I) From the XIX century to now on, a Scottish institution. A) A bit of History B) Irn Bru’s ID and image C) I.B.’s identity & brand territory in a glimpse II) A Scottish success…worldwide? A) Origins of a success B) Communication campaigns C) Irn Bru vs Inca cola III) IRN BRU outside the UK? Facts and comments. A) Irn Bru outside the UK B) Irn Bru in Russia: a wise

of course its shops. It has a takeover on its supply chain to provide its numerous customer the quality of the good and service they deserve thanks to its legendary know-own. The success of the brand is founded on the quality of the product handcrafted by its artisans. When one figure out Louis Vuitton brand name, one thinks about the precision and robustness of the items transmissible through generations. 2. Louis Vuitton: a new era Recently, Louis Vuitton changed its image of an old-fashioned

les marques. Mi 90’s décollage de certaines : Gucci et LV Aujourd’hui 5milliard CA pour LV. Taux marge de 25 à 50% (LV) – Automobile quand sont à 7% énormes. Pourquoi autant de ventes et autant de marges ? Sommaire : Cultural fondations of brand désirability (Interne : puissance marque tellement fort que les gens s’approprie les valeurs de la marque et sont indébocheable & externe branding) pourquoi on lui donne notre argent en étant des consommateur rationnels ? Economic Value (Increasing

Key figures The market of watch industry is always increasing instead of the crisis and other external economical factors. There is a lot of “luxury watches” brand that can be divided on two groups, according to the watchmaker “Berner” dictionary: the factory watchmaking and ending workshop. Another mean to be sure to identify a brand of “Haute Horlogerie”, is the presence in the product catalogue of a big complication. According to Wikipedia: “In horology, the term complication refers to any

issues (how do they affect products in each country?) - New product development and launch (sprinkler/waterfall model? Why?) - Managing products and brands across borders (highlight product and brand differences across countries and explain why) Pricing for international markets - Factors affecting the firm’s pricing in every country market

plan, research and development, acquisition of new brands…). L’Oréal had huge challenges by entering into this market. They had to face a high fragmented market with many local competitors. They also needed to access to deep market knowledge and gain a wide distribution network. Product adaptation was another challenge that L’Oréal faced. To begin, L’Oréal had invested a huge amount of money to enter into China, it was a major change for their brand. They had to face a very different market with

Officer.............. p.20 ● BRAND Creators........................................................ p.24 Strategy........................................................................................ Global Icons ................................................................................. Strategic Premium Spirits Brands .............................................. Strategic Prestige Spirits & Champagne Brands ....................... Priority Premium Wine Brands ..........................