Brand

Culture Influence through Trompenaars dimensions 21 4. Global Branding 22 4.1 Global branding 25 4.2 Product Mix 26 4.3 Attachment of global brand to their countries of origin 27 4.4 Local brand preferences 28 5. Implementing Global Strategies: 28 5.1 Becoming a global organization 29 5.2 Importance of Global Environment 29 5.3 Global brand strategies: 30 5.4 Forms of Global communication/advertising strategies: 31 6. Good and Bad examples of Cross cultural marketing 32 6.1 Hofstede’s

PROJECT 2007 Anders Heden & Jane McAndrew GROUP 4 CHAUHAN Rakesh Singh IHSAQ Ahsan PAL Rudrajeet PERRIE Anne-Cécile 15 Nov 2007 ABSTRACT ‡ ‡ ‡ Today : great place in the world-wide market of clothing. Why Rip Curl? Because it is a potential brand of surf-wear capable to be a market leader in a highly competitive business environment. Competitors : - Quicksilver, a world leader - Billabong who is close to Rip Curl - Squalo, new on the French market Assignment: - Possible information sourcing

consumption. Successful brands have adapted their strategies in accordance with this cultural philosophy. First we are going to define what brand strategy is, then analyse the impact of culture on branding, and finally discuss some culturally sensitive products. Brand strategy is nothing new. Nowadays consumer’s expectations are higher than ever. That is the reason why companies have to make the brightest targeted brand if they want a long term success. The positioning of a brand is made by segmentation

I Company Presentation Kraft Foods Inc.is the number 2 worldwide in food and drink. His products are in 149 countries, and the company represent more than 114,000 employees and has 61 brands. Kraft Foods France is a food group. Leader in two markets, coffee and chocolate, with a 10 brands These brands have a high reputation:- coffee:Carte Noire, Black Velvet, Jacques Vabre, Grand- mère, Maxwell House.- Chocolate:Milka, Suchard, Cote d'Or, Toblerone, Daim.This multinational produced a pods

impact of a brand name change on the attitude towards the product. For this, the risks and opportunities of a brand name change for the firm are presented. Then, based on the researches in the areas of brand extension and co-branding, some variables that can explain the evaluation of a brand name change by the consumers are proposed. The empirical study shows that the similarity between the two brands that successively sign the product has an influence on the evaluation of the brand name change,

what extent is the low cost policy successful? 1. Success of the low cost policy 2. Risks of the low cost policy 2. How does Ryanair’s pricing strategy attract their customers? 3. Can premium brands respond to cut-price rivals? 1. Why are premium brands in danger? 2. Should premium brands confront low cost competitors in the price value segment of the market? • What we’ve learnt… 3 Summary of articles Do budget airlines still offer the cheapest fares? The Times, May 16th

their brands in order to underpin a differential competitive advantage. Thus Nicole Kidman got $3 million for her spot for Channel, David Beckam $10 million for Gillette. Today the most successful endorser is the golfer Tiger Woods. His endorsement contracts worth more than $ 100 million dollars with Nike, American Express, General Mills and Buick. Research has demonstrated that celebrity endorsement affects consumer’s feelings and could affect the attitude of consumers towards the brand. It has

------------------------------------------------- Introduction Lollipops is a French brand of fancy fashion accessories created in 1994 by two young dynamic executives: Yann Ducarouge and Marjorie Mathieu. He’s the commercial and she’s the designer. In France, the market of fancy fashion accessories is a real niche and Lollipops has a monopolistic position. Nowadays, Lollipops products are sold in 1OO shops under “Lollipops”, 12OO multi brand shops worldwide and online. To explain this phenomenon, I will cover the

ASSIGNMENT 1: Essay Critically discuss the internal sources of competitive advantage in Virgin. Introduction: At the beginning, in 1970 Virgin was mail order records, nowadays Virgin is a brand used by over 300 companies (Virgin, 2010) and lead by the charismatic tycoon Sir Richard Branson. He created first Virgin mail order record then, in 1971 he opened his first Virgin store and Virgin records. With opening of Virgin Atlantic Airways, Richard Bronson began to new market out of entertainment

will not be anymore the brand name on the logo: “Starbucks coffee”. Regular consumers are not satisfied with this new logo identity because they do not recognize their favourite coffee brand. The nameless logo makes the products become a generic product, it does not claim, does not identify the product as a Starbucks product. Is this change an opportunity or a threat for the company? 1°) The risks that Starbucks faces * What does a logo represent for a brand: A logo is used primarily