Brand

I will speak about “Nike”, I think it is interesting to know how this brand became international, and how Nike arrived to keep its notoriety after the terrible crisis in 1997 about child labor and after that continued to increase its turnover. This brand began as a small distributing outfit located in the trunk of Phil Knight's car. Nike is an American company specialized for the sportswear. The name pronounced NI-KEY is the winged goddess of victory according to Greek mythology. The most representation

and manages, at the end of 2008, more than 157 luxurious shops in the biggest cities of the world. For the third consecutive year, Nestlé Nespresso S.A is the company posting the fastest growth rate of the Group Nestlé, of which it is one of the " brands billionaires ", with a turnover the end of 2008 exceeding, for the first time, the 2 billion Swiss francs and by continuing to register since 2000, an annual growth of more than 30 %. Nespresso’s performances can be ranked into three categories:

more diverse range of product in their shop. Also the premium brand to fight back their loss of customer develop a new strategy by lowering the price, smaller packaging and new cheaper product. Also department store tried to adjust their portofolio of brand by providing cheaper brand. The consequences are less differentiation in terms of product line between department store and supermarket (check the development of parapharmaceutical brand). The new trend would be in the future: new cheaper product

Ivanoff Alexandre – ICN2 – Marketing DC ------------------------------------------------- Building on brand strength: Product portfolio management of an international bestseller ------------------------------------------------- What’s next for AXE? Nowadays, we can say that the personal care brand AXE has achieved true worldwide notoriety as everyone hears and reads about it on the television and on the Internet. But what can we say about AXE’s true position on the personal care market

starting a project we have to find a CBI, which is the key of great business success. He shows the importance of nonlinear thinking and endless creativity. His opinion is, that we have to find new ways to maximize the relationship between consumer and brand. A key idea of this book is also the strong collaboration between agency and client. It is not about briefing the agency anymore, but about working together with the agency and have a strong partnership. The best creative thinking comes through collaboration

to differentiate them from those of competition.” marché pour être vu, acquis, utilisé ou consommé et qui satisfait un besoin ou un désir. • Un produit peut être un bien physique, un service, • For the American Marketing Association (AMA), a brand is une personne, une organisation, un endroit et même une idée. Marque vs Produit • Une offre sur un marché est un produit • Bien tangible ou service Marque vs produit • Comment distinguer les biens des services ? • 2 critères • Tangible

complémentaires Five complementary brands Pôle Great Outdoor Great Outdoor division Lafuma équipe depuis 1930, toujours avec un savoir-faire d’avance, alpinistes, randonneurs, campeurs et voyageurs. Au point d’être aujourd’hui devenue la marque des moments heureux dans la nature. Since 1930 Lafuma has been employing state-of-the-art technologies to outfit mountaineers, hikers, campers and travelers alike. Today, spending time outdoors enjoying nature is often associated with the brand. Pôle Surf Board Sports

Consumer Buyer behaviour 3 II. Market segmentation 4 III. Products and brands 5 1 INTRODUCTION One month ago on a freezing and rainy day, I entered the trendy London Nespresso boutique located in Knightsbridge. I went directly

end of this report, I will explain what outcome will result of this new campaign and what are the reasons which permit that. I chose a French campaign for a famous “crème fraiche” brand: BABETTE. EXECUTIVE SUMMARY 2 1 Presentation of Babette 1.1 General presentation of the campaign and the brand 1.1.1 The Brand – the Company 4 1.1.2 The advert 4 1.1.3 The slogan, translation and explication 4 1.2 Why this campaign is bad - examples 1.2.1 A relational error 5 1

“More than clothing, lifestyle ... Agnes b, clothing bias by a woman with a big heart” Context: Agnès b. is a brand of clothing and cosmetics launched by fashion designer Agnes Troublé. The "b. "brand comes from Christian Bourgeois, the former husband of Agnes Troublé. Agnes Troublé has a fortune estimated at 65 million euros in 2009 (361st fortunes of France). It relies on a simple concept: everyone must grow into his clothes. The cuts are simple and elegant pieces such as "snap" of 1979 or