• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22
  23. 23
  24. 24
  25. 25
  26. 26
  27. 27
  28. 28
  29. 29
  30. 30
  31. 31
  32. 32
  33. 33
  34. 34
  35. 35
  36. 36
  37. 37
  38. 38

Branding is a major issue in product strategy. On the one hand, developing a branded product requires a huge long-term investment, especially for advertising, promotion, and packaging.

Extracts from this document...


CHAPTER 1 INTRODUCTION TO BRAND MANAGEMENT AND IMC STRATEGY 1. INTRODUCTION Branding is a major issue in product strategy. On the one hand, developing a branded product requires a huge long-term investment, especially for advertising, promotion, and packaging. Brand Management If a brand is not effectively managed then a perception can be created in the mind of your market that you do not necessarily desire. Branding is all about perception. Brand management recognizes that your market's perceptions may be different from what you desire while it attempts to shape those perceptions and adjust the branding strategy to ensure the market's perceptions are exactly what you intend. What is brand? The American Marketing Association defines a brand as a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. The word "brand", when used as a noun, can refer to a company name, a product name, or a unique identifier such as a logo or trademark. Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much, much more than just creating a way to identify a product or company. Branding today is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol. In essence, a brand identifies the seller or maker. Whether it is a name, trademark, logo, or another symbol, a brand is essentially a seller's promise to deliver a specific set of features, benefits, and services consistently to the buyers. The best brands convey a warranty of quality. The level of marketing efforts depends on factors like product quality, size of the market, firm's familiarity with market, firm's resources, and growth of the market. ...read more.


Broadcast media now offer "narrow-casting" so specific that advertisers can reach consumers at precise locations, such as airports and supermarket checkout counters. The proliferation and fragmentation of media have resulted in less reliance on mass media and more emphasis on other promotional options such as direct mail and event sponsorship. 2. Better audience assessment. More sophisticated research methods have made it possible to more accurately identify and target specific market segments such as Asian Americans, teenagers, Hispanics, and dual-income households with no kids (DINKs). This leads the marketer away from mass media to promotional tools that reach only the segment that has been targeted. 3. Consumer empowerment. Consumers today are more powerful and sophisticated than their predecessors. Fostering this greater power are more single-person households, smaller families, higher education levels, and more experienced consumers. Empowered consumers are more skeptical of commercial messages and demand information tailored to their needs. 4. Increased advertising clutter. Not only are consumers becoming more sophisticated, they are becoming more jaded as well. The proliferation of advertising stimuli has diluted the effectiveness of any single message. There is no end in sight to this "message" proliferation. 5. Database technology. The ability of firms to generate, collate, and manage databases has created diverse communications opportunities beyond mass media. These databases can be used to create customer and non-customer profiles. With this information, highly targeted direct response and telemarketing programs can be implemented. 6. Channel Power. In some product and market categories, there has been a shift in power away from big manufacturers toward big retailers. The new "power retailers," such as WalMart, The Gap, ToysRUs, and Home Depot, are able to demand promotional fees and allowances from manufacturers, which diverts funds away from advertising and into special events or other promotions. 7. Accountability. In an attempt to achieve greater accountability for promotional spending, firms have reallocated marketing resources from advertising to more short-term and more easily measurable methods, such as direct marketing and sales promotion. ...read more.


The basic research instrument used is a questionnaire. The questionnaire is a mixed bag of open ended and closed ended questions. The questionnaires were either filled by the respondents themselves or were dictated by the respondents. The respondent was free to give his opinion on the questions. Data source: The survey was conducted outside shopping malls, multiplexes in Baroda city. Sample Design Only those wearing jeans were taken as respondent, so non-probability judgment sampling is employed. 100 respondents were surveyed for research Sample Profile: Gender No. Percent Male 60 60 Female 40 40 Occupation Engineers 36 36 Businessman 14 14 Students 29 29 Others 21 21 Age Up to 20 13 21 to 25 58 25 to 30 22 The ages of respondents ranged from 17 to 29 with mean age of 24. Research Design: The primary data was obtained from the respondents, using a questionnaire. The data collected was evaluated manually. Percentage was used to estimate the proportion for various aspects under consideration. Microsoft Excel was used to depict graphical representations of the analytical inferences and tabulations. Limitations of the methodology: It should be noted that the research methodology was limited by the following factors: * This being a judgment sampling, the analysis may not be the true picture of the target population. * Limited time frame was the biggest constraint. Data analysis and Results: When we asked respondent about their frequency of wearing jean in a week it was found that on an average a respondent wears jean 4-5 days a week with 6-7 jeans in their wardrobe. Their mean frequency of buying jean in a year is 4-5 jeans. It was found that male and female having same no. of jeans in their wardrobe and frequency of wearing jean/week is also same with female having lesser frequency of buying than male. Table-1. Table shows the data in table mean value, standard deviation from mean value and maximum and minimum values are shown along with Q values which tells 25% of respondents wears 3 or less than 3 days/week and Q2 and Q3 value suggest same for 50% and 75% respectively. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Jollibee Foods Coporation case study. there are some alternative strategies that JFC can ...

    However, which strategy in 3 strategies: related strategy, innovation, and franchising, has the best feasibility, or which one can in fact be implemented. To answer this question, we will look at some other criteria on the table below. Table 1 - Required criteria of three different strategies ( + :


    The jobs that are stated in the job description should be done when that person signs the contract to work for that business. If the work is not being done then the employee could be dismissed after several warnings or maybe even one warning depending on how the company works.

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    out the general view of a large number of people on a particular topic. If you were going to do a survey into the mobile phone use of 16-21 year olds you could ask questions like, what types of phones do you use?

  2. business planning unit 8

    research that was conducted stated quality should be put ahead of everything. Galaxo should be able to appeal to a wider variety of potential customers, this should also lead to increase in sales and profit margins, which will allow Galaxo to become successful.

  1. Marketing Analysis and Strategy Recommendation for Starbucks Coffee Company

    It's part of the Starbucks culture. It is the goal of Starbucks to involve partners as decision-makers, volunteers, and leaders in the initiatives they support. Recommendation To be a real global company, Starbucks can participate in or support local events, helping education in developing countries or community activities so that it can enhance its public relationship with those international markets.

  2. Unit 3 - Marketing Research And Marketing Mix

    GlaxoSmithKline would be able to control sales by supplying and differentiating to target stores such as Sainsbury's, Asda and Tesco to reach the target markets in different countries. * Manufacturer to wholesaler to retailer to customer - this indirect selling involves using the middle intermediary to distribute and stock the product and also supplying the goods to the consumer.

  1. P2: Explain how to identify the target market for your key ring project

    For example in this case we know that we will guarantee good quality pictures to satisfy customers. The only disadvantage to this is that we won?t be able to find specific information yet have to work with what is printed on the newspapers.

  2. How do segmenting, targeting, positioning, branding and relationship marketing increase demand for a selected ...

    Branding is the presence and the image of the product that conveys meaning which also determines how much the customer is willing to pay for that brand of product. Prêt A Manger has used positioning and branding within their logo and their beliefs.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work