Branding

Marketers use various terms to describe omnifarious categories of products, also called offerings. In this paper we will look at each of the four types and explain each category and how they differ from one another. Tanner & Raymond, (2010, p.117) explains there are four different categories of products marketed to consumers. 1. Convenience Offerings 2. Shopping Offerings 3. Specialty Offerings 4. Unsought Offerings Convenience offerings are just that convenient, these are normal everyday goods…

2.2.5.3 Brand Awareness Keller (1993) defined brand awareness as a length to which company’s brand and products are identified by potential customers and members of society in general. Author continued, that brand awareness can be related to the elements of brand identities in customer’s mind and that it reflects knowledge and recognition of the brand under numerous varied situations. Many researchers have stated that brand awareness is carrying strategic significances, as those largely…

Background The Cheesecake Factory is an upscale casual dining concept that offers over 200 menu items including appetizers, pizza, seafood, steaks, chicken, burgers, pasta, specialty items, salads, sandwiches, omelets and desserts, including approximately 50 varieties of cheesecake and other baked desserts. Grand Lux Cafe and RockSugar Pan Asian Kitchen are also upscale casual dining concepts offering approximately 200 and 75 menu items, respectively. The mission statement of the company is…

The DAGMAR model assumes as other model of hierarchy that consumers travel through stages in an ordered sequence as shown in figure 4.1. Therefore marketers need to understand if the awareness of the brand in the target market is very little, focusing on the other objectives may not a good strategy. Figure 4.1: Stages in DAGMAR model Source: http://3.bp.blogsport.com Under the DAGMAR approach specifies the qualities of good objectives. The good advertising…

Introduction The name Nivea signifies a well-established brand in high quality beauty and skin care products. As noted by (Hansen, 2001), it is part of a wider range of products sold or produced by Beiersdorf which traces back its history in 1882. Since its inception, Beiersdorf has grown to become a major player in the global beauty and skin products. This has been facilitated by the company’s goal of making the products available to customers irrespective of their place of residence. To…

Sustain Competitive Advantage 1) There are several ways a product can be developed to sustain competitive advantage. The most important way is to have a real intellectual property. By having a genuine intellectual property means that the product’s value is protected and unique. For example, if Jaguar wants to outshine and have the first mover advantage, their hybrid engine needs to have a certain technology which is not able to be copied by other competitors, thus giving them the upper hand.…

In simple words a brand is a name, term ,logo ,design, symbol or combination of them that identify the seller and differentiate them from other competitor brands not only this brand refers to something that has created consciousness, status and fame in the marketplace For me brand is not very much important but it helps in identification of goods using lesser time thus no wastage of time occurs. In our country brands have somehow become important in identification of standard of living it…

Smart Roadster – A Smart Deal The vehicle being observed in the video above appears to be the most sophisticated version of luxury. Such vehicle not only looks good in fact they appear to offer an appropriate piece of luxury to the owner. As you can see, the name of the vehicle being Smart roadster is just not smart in terms of its identity, in fact the vehicle offers a great deal of luxury as well. The vehicle has been captured closely in terms of its exteriors and you may see every detail…

2.1 HOTEL BACKGROUND The brand Vivanta was born as a part of Taj Hotels Resorts and Palaces (also known as The Indian Hotels Company Limited) brand architecture exercise. With this the brand rolled over 19 of its hotels to the new brand. This brand architecture exercise was a part of their previous launch of The Gateway hotels which is marketed as an Upscale brand. Vivanta by Taj is marketed as an Upper Upscale Brand which is flanked by the Taj in the top-end luxury department. The term Vivanta…

Power is a strong word that can represent many aspects. Not only can it be defined by wealth and popularity, power can also be defined the ability to do something in a particular way, which can also lead to be able to control other’s opinions and perceptions. Therefore, power is a vital element to the society. However, power can lead to either positive or negative influences. These influences are portrayed in the novel “Animal Farm” and the graphic novel “Marked”. Written by George Orwell,…