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Branding
Development of the Dr. Martens brand through trade mark protection
Branding of a product is important for both buyers and sellers. For buyers, branding reduces the random nature of product selection. It helps them...
Creating and launching a new product range
When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having...
Revolution in retailing
The use of technology in the retailing environment has created a massive change in expectations about how customers expect to shop in the future....
Building a single brand
We are all familiar with Coca-Cola, Nike, Heinz, Shell and many other strong global brands. But what is a brand? Someone once described brands...
Supporting superbrands: The Role Of High-Tech Suppliers
Producers of internationally known high performance products depend heavily on their materials and components suppliers. These suppliers are the unsung heroes that lie behind...
Using planning analysts at the centre of brand development
In a competitive market, the organisations most likely to meet their objectives are those that are capable of leading rather than following changes within...
Creating an entrepreneurial partnership
Cosmetics is a huge and fast growing industry comprising fragrances, traditional cosmetics, beauty and skin-care preparations as well as many different hair care and...
Healthy Eating
It is the ability to satisfy customers that marks the difference between a successful and an unsuccessful organisation. That is why some children’s nurseries...
Hula Hoops emphasising the core values of the brand
United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and distributes biscuits, savoury snacks and frozen and...
Building brand equity
Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions are rarely easy, as in most markets,...
Corporate Versus Product Branding – A Fine Balancing Act
This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large...
Building on a fashionable brand image
Perceptions are the ways in which consumers see and interpret information about objects such as brands and companies. For example, everyone will have a...
The importance of cause related marketing
This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of...
Creating value brand management
The environment in which an organisation competes will provide both opportunities and threats that influence its long-term strategic development. Organisations, therefore, have to analyse...
The new world of Rexam
We are surrounded by brand images. Coca-Cola, Nike and Shell are all strong brands backed by corporate names that we are all familiar with....
Reclaiming the identity of a brand
Levi’s is the best known jeans name on the planet. The business was founded by the Strauss family in 1875 and produced jeans for...
Building a brand leader
In a few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never...
Growing a brand in an unbranded market
A marketplace is divided into consumer markets and organisational markets. In organisational markets, businesses sell goods or provide services to other business organisations. Buyers...