Branding

Introduction McCracken (1989) said that a celebrity endorser is as “ any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, p. 310). Bergkvist and Zhou made a change to this definition in 2016 and said that “a celebrity endorsement is an agreement between an individual who enjoys public recognition (a celebrity) and an entity (e.g., a brand) to use the celebrity for the purpose of…

The oil and gas market shares are the most expensive and are in highest demand of any consumer product. The demand is sourced not only in the private sector but by the general consumer like you and I. Oil and Gas is unprecedentedly the unchallenged provider of energy resources with natural resourced energy far behind. What we purchase, how we purchase, where and when we purchase and in how much amount we buy depends on our awareness, self-concept, social and cultural background along with many…

Critique of the Article “is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016)” The chosen article is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016), a study of consumer behaviour where it focusses on how a self brand connection and reference correlate and has an impact on each other on brand symbolism seems to be attractive and clearly presenting to warrant a critique. Authors- Manfred…

Brand recognition, also known as brand awareness is one of the most important things in order to increase the sale of a product. It is important for a brand to be recognize by the consumers so they can make a decision whether to change to the new brand or stick to the old brand that they usually use. Brand recognition means the extent to which a brand is recognized for stated brand attributes or communications. Taken from the Asia Market Research, it is defined as aided recall - and as a subset…

Fairness and prettiness are the things that humans naturally like to possess, everyone loves to be beautiful, and enjoy complements for their beauties as well. Traders used this passion and have funded the cosmetic industry, which is among the highest income trades in the world these days. One of the most popular cosmetic products is whitening creams and face washes. These products are being used to lighten dark skins, so that, they look prettier and younger. The companies which produce these…

1) People buy luxury goods for several reasons. In early times LV thrived because of the luxury associated with aristocracies that formed the ruling elite. For example, In Europe it gave a feeling of exclusivity, while in the U.S. it was about feeling special. Worldwide the reasons for buying luxury goods could be separated into 3 categories. First, people bought luxury goods for its superior quality and functionality. These people were generally older and wealthier and willing to pay…

The case study of The Swatch Company is mainly aimed to explore the management, marketing and positioning decisions that organisation make in order to enhance its product line within domestic boundaries. The case study analysis has significantly reflected the outcomes for the Swatch Company in the aspects of developing marketing and positioning strategies for significant international expansion. It is evident that the management of the company under particular consideration should consider the…

Summary The present case talks about the brand revitalization of Arrow shirt brand in Indian markets. Arrow has come up to be one of the top brands in Indian markets even after facing stiff completion with other big companies. Arrow is a foreign brand and had licensed its sales to Arvind Mills in India. In the beginning there were misconceptions about the brand among Indian consumers for which many strategic steps were taken by the brand. Slowly, it gained success and became one of the best…

Gountas, S., Reeves, R. A., & Moran, L. (2012). Desire for fame: Scale development and association with personal goals and aspirations. Psychology & Marketing, 29(9), 680-689. doi:10.1002/mar.20554 The desire for fame appears to be an aspiration for many people, which is associated with material wealth, social recognition, and admiration. Recently, reality TV has provided the opportunity for ordinary people to become famous with little effort or outstanding achievement. A literature review…

Introduction L’Oreal is made up of several companies and has branches and other subsidiary companies in the whole world. L’Oreal Company is one of the world’s great producer of cosmetics that specializes in the development and manufacturing of hair care products, skin care, hair color, fragrance for professional and consumer market and color cosmetics. In terms of its number of sales and its presence in the market in the world, L’Oreal is quite a huge corporation (Sinkovics & Ghauri 2009).…