Co-branding

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…

exhibitions such as Heim textile, Interjeans-Cologne, Prêt-a-Porter (Paris), Copenhagen International Fashion Fair, Poznan Fashion Week (Source: Trade Development Authority of Pakistan). These findings also provide important implications for luxury brands' branding strategies both within and across cultures. Only by understanding the underlying purchase motivations among consumers in each market segment can marketers most effectively appeal to those motivations in their marketing campaigns (Bian…

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).…

repurchase or otherwise continue using the brand and can be established by repeated buying of a product or service or other positive behaviours such as word of mouth advocacy (Dick and Kunal, 1994). Brand loyalty is more than simple repurchasing, however, customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of possible alternatives, or out of convenience (Jones et al., 2002). Such loyalty is referred to as "spurious loyalty". True brand loyalty exists…