Brand

approche conceptuelle relative au capital-marque de la marque enseigne. Enfin, nous exposerons notre démarche d’investigation et les interrogations qu’elle génère. 1. LES CONCEPTS DE REFERENCE 1.1. Le capital-marque et ses composantes (Customer-based brand equity) Initié par le MSI (Marketing Science Institute) en 1988, le capital-marque se définit comme « l’ensemble des associations et des comportements des consommateurs de la marque, des circuits de distribution et de l’entreprise à laquelle elle appartient

initial years of an economic recovery. In 2008, many U.S. consumers turned to private label products, which are often priced around 20-30% cheaper than national brands. Consumers also chose to forego some items they consider unnecessary, such as bakery products, which experienced a 5% decline in volumes during 2008. Snack brands, like Krispy Kreme, lost their appeal as consumers scaled back. Meanwhile, pasta was the most dynamic sector among nutritional staples, with a 21% increase in sales volume

The fragrance can be a mass market juice, bought anywhere in the world. The flasks are made in countries, empty, without any brands. Then they are sent in other countries, meeting the fake fragrance. Fake perfumes are born. They can take a real brand name, or a similar as it is often the case. They are two options for counterfeiter: exact reproduction of the name of the brand, or imitation of distinct signs (packaging or bottles). 1. The elaboration of a perfume A perfume is a piece of work; it

manufacturers are able to source their inputs from a relatively large number of suppliers, although lack of suitable substitutes for major ingredients moderates supplier power. It is possible to enter this market on a small-scale. However, presence of strong brands and the scale economies associated with high-volume production facilities deter new entrants from entering the market. High exit costs contribute to the rivalry level in this market. Europe - Ice Cream © Datamonitor (Published December 2009) Page

Château Margaux case EM Lyon Business School MK 103 – Brand Management Mr. Lionel SITZ Jean-Christophe ABELA Isabelle ALIX Louis-Martin DUFAY Amélie SCHRAMM Alexandra WECHSLER I. Presentation of the firm and the wine market Château Margaux is a wine estate located in the South-Western part of France, close to Bordeaux, and producing two different red wines (Château Margaux and Pavillon Rouge du Château Margaux) and a white wine (Pavillon Blanc du Château Margaux). Eighty carefully chosen

placing product from famous brands in movies in order to advertise and promote some of their products. But it can be called product placement only if there is a transaction between the brand and the producers. Product placement is not seen the same way in France or in the United States. Indeed, in France films are artistic works so everything can be done with a product unless it damages its image whereas in the United States movies are commercial works and not any brand can be used without authorization

e many companies seek to homogenize their brands to make them palatable in myriad cultures, Owen-Jones has taken L'Oreal's products in the opposite direction. He wants them to embody their country of origin. So he has turned what many marketing gurus consider a narrowing factor into a marketing virtue. As the competition intensifies, Owen-Jones is likely to continue making acquisitions. He has purchased five companies in six years. The company is actively exploring acquisition targets elsewhere

Magazines and Billboard 49 Web Site 49 Public Relation 50 Personal Selling 50 Sales Promotion 50 Implementation, Control & Evaluation 53 Sources 55 Business mission Häagen-dazs, a successful company Häagen-Dazs is a luxury ice cream brand owned by Nestlé (in Canada and United States) and General Mills (everywhere else in the world). Häagen-Dazs has a tradition of superior quality and innovation since 1961. Ice cream consumers recognize its logo as synonymous of super-premium ice cream

design’ and ‘light branding’, with light acting as the linkage between the tangible, product design and the intangible, brand. Key Question From the literature review the key question is defined along with sub-questions which are crucial to the area of light branding and design. The key question addresses the management of light if it is determined to be a key product and brand differentiator. Methodology The main research method was focus on literature. A number of specific topics and theory

Slept Analysis Supply and Demand Analysis Competitors and Products Analysis (5 Strengh of Porter) Customer Analysis II- Internal Analysis Positionning and Target Portfolio of activities (BCG Matrix) Position of the brand on the Market Targeting Marketing Mix III- Synthesis: SWOT Analysis Market opportunities IV- Marketing Plan Positionning and Target Produc/Market Objectives and Goals V- Entry Strategies for the UK Market Entry