Tag: Branding

Development of a 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 to identify more easily products that may satisfy...

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 made the right choice. Branding plays a key...

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. Organisations which adapt to this different focus are...

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 as a form of shorthand which buyers make...

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 other companies' popular success. This case study looks...

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 that market. Managers therefore need to build a...

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 chilled foods, has leading market positions in the...

Creating a new and exciting brand - Cafe Cadbury

Everyone knows about Cadbury and what it represents. The Cadbury Masterbrand is the flagship for a variety of well known distinctive products including Flake, Dairy Milk, Crunchie and Roses. Each of these...

The healthy eating brand

 Introduction It is the ability to satisfy customers that marks the difference between the successful and the unsuccessful organisation. That is why some children’s nurseries have a huge demand for places, while others...

Hula hoops emphasising the core values of the brand

 United Biscuits United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and distributes biscuits, savoury snacks and frozen and chilled foods, has leading market positions in...

Building brand equity

 Introduction Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions are rarely easy, as in most markets, there are many different brands, each representing a...

Corporate versus product branding

 Introduction This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large operating area, is developing a common thread of...

Building a fashionable brand image

 Introduction Perceptions are the ways in which consumers see and interpret information about objects such as brands and companies. For example, everyone will have a perception of Coca-Cola, McDonald’s, Marks & Spencer, Dr....

The importance of cause related marketing

 Introduction This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of Cause Related Marketing. Everyone is familiar with Cadbury's...

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 their strategic capability to ensure their capabilities fit...
- Advertisement -
- Advertisement -