Co-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…

e-marketing strategies are not better substitutes for the conventional form of media. One solution may be to encourage several SMEs to aggregate their information on a common Web site, which in turn would have the responsibility of building recognition/branding by hyperlinking or updating, for…

Content branding operations rely on objectives that are different from those of advertising. The aim of these operations is providing an overall deep engaging experience to the audience that encourages them to communicate with the brand and not merely conveying some information or a set of pre-decided messages. Reviewing some literature brings to light what could be defined as the three basic fundamentals of content branding. (a) Intrinsic value The first fundamental is the ‘intrinsic value’…

Muniz and O’Guinn (2001) signify that “breakdown of traditional forms of community, coupled with the increase of individualization and symbolic consumption, inevitably leads to the emergence of new forms of community that are vital to our current form conglomeration of an increasingly materialistic capitalist society: brand communities” (Muniz & O 'Guinn, 2001). Community is a prominent concern with intellectual history and social consideration. Brand community represents the enhanced capitalism…

As suggested by this definition, fashion occurs in many aspects of life- dress, cars, home, decor, food, music. Fashion brands have been described as uniquely “experiential” (Aaker, 1996) as many consumers have to coordinate all of their branding signals to express the experience as a whole (Kendall,2009). Fashion brands provide a visible cue that reflects consumers’ identity, lifestyle,and interests, reinforce symbolic and social values, and generate emotional responses (Hameide, 2011).…

Patricia Cormack (2008)’s ‘True Stories’ of Canada: Tim Hortons and the Branding of National Identity has described the famous coffee chain brand Tim Horton’s successful approach of making itself an authentic icon of Canadian national identity. According to her theory, Canada’s identity was “in crisis” at that time: Canada has…

Abstract: Brand is more than the logo, name or slogan. A brand strategy defines what the company stands for, the promise it makes, and the personality it conveys. It is how a company intends to change the world for the better and helps establish a product within the market and to build a brand that will grow and mature in a saturated market place. Nike and Ola cabs prove to be valuable brands of today. The athletic apparel giant has been able to succeed for generations because it is constantly…

Branding is one of the most important aspects for any business in marketing. It is the process of creating a unique name and image of a product or service in the mind of consumers. Branding is an important marketing tool used to stimulate recognition when a product is branded. It develops a personality and a reputation. A successful branding campaign results in a name, design, logo or other recognizable symbol that stand out among its competitors. Its aim is to generate a significant and…