Brands

In the article “Through the Window at Disney: A Lifetime of Brand Desire,” Susan Bennett and Marlis Schweitzer critically analyse a feature of Disneyland: the “Bibbidy Bobbidy Boutique.” Bennet and Schweitzer offer detailed descriptions of the boutique while critically responding to the services it provides, such as the Princess makeover. The article gives evidence to suggest that the Princess makeover uses child consumer/models to embody the “Disney fantasy” in a crafty method of “brandscaping”…

The case study of VF Brands: Global Supply Chain Strategy makes excellent points towards their quest to decrease costs, increase efficiency while trying to stay ultra-competitive in the apparel market. Chris Fraser, president of Supply Chain for VF, states “We have to start finding cost savings by how we manage our supply chain.” (Kerin, R., & Peterson, R. 2013). This is the end goal for the Supply Chain segment of VF Brands. The first question of utilizing company- owned plants to using a large…

What is Brand Positioning? Web finance (2016) defines positioning as a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Google has done well with this by offering numerous products within the field of technology. Many new technology fads that are popular to consumers have been created under the parent company of Google. Because Google is a trusted and popular search engine, when new products are introduced…

1. Title Luxury brands: the online retailing choice 2. Background • Luxury & E-commerce E-commerce’s outlook is promising in regards to the figures. Indeed, it represented 0.8% of the luxury market in 2005, to then reached 6% (€14 billion) nine years later. By 2025, it is forecasted that 18% of the luxury market (€70 billion) would come from e-commerce confirming the exponential growth of this retail channel. Moreover, only 1% of the worldwide e-commerce is related to the luxury market,…

Wrigley’s was best known for its stick gum brands and was responsible for broadening chewing gums overall appeal due to the development and advertising success of Wrigley’s iconic Spearmint, Juicy Fruit, and Doublemint brands. Even with all the success Wrigley had with stick gum, the growth within the gum industry overall is not large and pellet and tab gums were growing in popularity and offered larger margins for retailers. Wrigley’s attempt to enter the pellet and tab gum market through their…

In terms of numbers of locations YUM! Brands is the largest fast-food operators in the world with over 43,500 stores throughout some 135 countries. While being one of the leading companies in the restaurant business, Yum! Brands still continues to fall to one major corporation, the McDonalds Corporation. More ever, with around 8,000 stores less than YUM! Brands, McDonalds still continues to thrive with more sales. In 2016 YUM! Brands, before splitting off into YUM! China, reported to have earned…

How does Anonymous portray itself? The portrayal of Anonymous has two dimensions; a portrayal for the world to see and a portrayal for its members to see. Those two portrayals are for different purposes. The portrayal for the world is so that there can be a branded identity which society recognizes is “Anonymous.” This is portrayed to the world through its symbology, its activities or lack thereof, its tools and products. The primary symbology for Anonymous has become the Guy Fawkes mask.…

is highly experiential, focused on promoting a brand or product line, available for a short time period, and generally in smaller venues that foster more face-to-face dialogue with brand representatives” (Gordon, 2004). Recognizing the importance of experiential marketing techniques used in Pop Up stores gives the brand the ability to draw the consumer into their store, keep them in their store and hopefully create a loyal relationship with the brand. In this essay the importance of…

Since the devastation of their brand positioning during the Gulf of Mexico crisis BP have worked hard to re-build themselves as well as build back their strong relationship with their consumers. BP was one of the first major transitional corporations to ‘rebrand itself as green by invoking…

The following paragraphs critique the syllogism and conclusions of James Heaton's article “What is the Brand of New York? (Historic House Museums)”. Heaton suggests that the brand and history of a city, as well as, history of its museums and the way these are connected are fundamental factors for the evolution and success of any museum. Concurrently, Heaton explains how the factors mentioned above affect historic house museums today by giving an example of the Morris-Jumel Mansion, a historic…