Branding

Brand personality is a set of traits consumers assign to a product or a brand and to which they can relate to. The bigger the brand equity, the more consistent and qualitative the set of traits that complement it. A brand’s personality can just as easily as a person’s be divided into 5 key elements, that being openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. The first stands as a brand’s orientation towards novelty and innovativeness, the second refers to…

1. Introduction Hugo boss perfume is an adaptable and full of diversity and is considered as one of the most distinctive masculine fragrance of the day (Fragrances.hugoboss.com, 2014).The purpose of this report is to find out how Hugo boss markets their products and conduct a research about the product environment. This report starts with the introduction followed by the product background and a comprehensive research about the products micro and macro analysis. This report also includes the…

1. The Ethno-cultural Concept proposed by Anthony Smith. According to this concept European identity can be developed in the same way as it was in the case of national identities, through common heritage, culture, tradition, language, myths and symbols. Furthermore Smith argues that there is a European "family of cultures" made up of samples of certain cultural heritage and historical traditions. Final step is to transform this "family" into self-sustained European identity, which is not…

Introduction The luxury brand, Michael Kors, was first established in 1981 by owner, head designer, and name-sake Michael Kors. The company is popular for producing handbags, watches, perfumes, women’s wear, men’s wear, and couture, (About Us). Michael Kors has also adopted innovating marketing strategies which attract their wide customer range. For the past thirty-six year, Michael Kors has demonstrated their ability to thrive and succeed in the always changing fashion industry. After careful…

Strategic Marketing The A&F marketing strategy targets directly young generation and there life style, there wants, demands, needs, economic situation and consumption patterns. A&F has preserved its uniqueness by advertising on a completely different way. Competitors like American Eagle, Aerepostale, The Gap, Jack Wills and Superdry have been focusing on totally different themes to promote their products. The company has been focused on the sexual advertising appeal. The emphasis at A&F is on…

Brand Name: Reflecting Brand Concept: Man Cave strives to be “Naturally Derived” by using products that are not only safe for its consumers, but for the environment after it leaves the shower and heads towards the soil or waterways. The brand name efficiently reflects this ethos by offering a name that reflects the natural elements of the product, while also interweaving it with the man-made chemicals. Burt’s Bees offers “nature’s most invigorating wake-up call”. By opting to go with the simple…

4.1 Research hypothesis Based on the above conceptual model various hypotheses have been developed that evaluates the impact of customers’ prior product knowledge, persuasiveness of online reviews have on their purchase intentions, consumer based brand equity and attitudes toward the perfume brands in a specific market. In an effort to give a better insight of the variables that are going to be used in the survey, a brief definition of each variable will be provided. Dependent variables are…

SUMMARY PART Topic In the text, the authors are discussing the topics consumerism and sustainability throughout the text. We can notice easily that the word “consume” and its variations such as “consumerism” are used many times in the text. Main Idea The authors emphasize the main idea by writing “Less is more” many times the text. Then they support their ideas with many supporting details such as with quotations and scientists’ research. Style The text discusses the consumerism and how…

Gucci, Dolce & Gabbana, and Versace are some of the most famous Italian fashion houses that have resonate globally for its luxury goods throughout the last century. Their authenticity in products, differentiation in style, quality of luxury goods and expertise in the field has made them stand out in the fashion industry and led to serve as inspiration source to other designers internationally. The fashion industry evolves to continuously and requires to quickly come up with new trends and ideas…

Brand equity is usually defined as the marketing effects or outcomes that accrue to a product given its brand name compared with those that would accrue if the same product does not have the brand name. Brands with high levels of equity are associated with outstanding performance including sustained price premiums, inelastic price sensitivity, high market shares, successful expansion into new categories, competitive cost structures and high profitability. Brand Value Creation: to explain the…