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Brand Architecture
In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques. One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competiti ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Equity
Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer's awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of Return on brand, return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge pr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
FedEx
FedEx Corporation, formerly Federal Express Corporation and later FDX Corporation, is an American multinational conglomerate holding company focused on transportation, e-commerce and business services based in Memphis, Tennessee. The name "FedEx" is a syllabic abbreviation of the name of the company's original air division, Federal Express, which was used from 1973 until 2000. FedEx today is best known for its air delivery service, FedEx Express, which was one of the first major shipping companies to offer overnight delivery as a flagship service. Since then, FedEx also started FedEx Ground, FedEx Office (originally known as Kinko's), FedEx Supply Chain, FedEx Freight, and various other services across multiple subsidiaries, often meant to respond to its main competitor, UPS. FedEx is also one of the top contractors of the US government and assists in the transport of some United States Postal Service packages through their Air Cargo Network contract. FedEx's prominence in b ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
David Aaker
David Allen Aaker (born 1938) is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet. Biography Aaker received his SB in Management from the MIT Sloan School of Management and then his MA in Statistics and PhD in Business Administration at Stanford University. He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese advertising agency. He has been awarded three career awards for contributions to the science of marketing: The Paul D. Converse Award; The Vijay Mahajan Award; and The Buck Weaver Award. Aaker was inducted into the New York American Marketing Association's H ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Dove (toiletries)
Dove is a brand owned by the multinational consumer goods company Unilever. Dove products are manufactured in countries around the world. The products are sold in more than 150 countries and are offered for both women, men, and babies. Dove's logo is a silhouette profile of the brand's dove, namesake bird. Vincent Lamberti was granted the original patents related to the manufacturing of Dove in the 1950s, while he worked for Lever Brothers. Product lines Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, or facial care products. Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow). In some countries, Dove is derived from tallow, and for this reason it is not considered vegan, unlike vegetarian soap, vegetable oil based soaps. In January 2010, Unilever launched a men's toiletries range that was branded as "Dove Men + Care". In November 2013, Steve Bell o ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Unilever
Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, toothpaste, pet food, pharmaceutical and consumer healthcare products, tea, breakfast cereals, beauty products, and personal care. Unilever is the largest producer of soap in the world and its products are available in around 190 countries. Unilever's largest brands include Lifebuoy, Dove, Sunsilk, Knorr, Lux, Sunlight, Rexona/Degree, Axe/Lynx, Ben & Jerry's, Omo/Persil, Heartbrand (Wall's) ice creams, Hellmann's and Magnum. Unilever is organised into three main divisions: Foods and Refreshments, Home Care, and Beauty & Personal Care. It has research and development facilities in China, India, the Netherlands, the United Kingdom, and the United States. Unilever was founded on 2 September 1929, by the merger of the British soapma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pampers
Pampers is a brand of baby and toddler products marketed by Procter & Gamble. History In 1961, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild. He assigned fellow researchers in P&G's Exploratory Division in Miami Valley, Ohio to look into making a better disposable diaper. They were created by researchers at P&G including Vic Mills and Norma Lueders Baker. The name "Pampers" was coined by Alfred Goldman, Creative Director at Benton & Bowles. In 1982, P&G developed elasticized single and double gussets around the leg and waist areas to aid in fitting and in containing urine or stool which had not been absorbed. In fact, the first patent for the use of double gussets in a diaper was in 1973 by P&G. In 1982, Pampers introduced an elasticized wingfold diaper with elastic leg gathers and refastenable tapes which was a cross between the early 1960s design and the modern hourglass shape, a feature that was first introduced on Luvs in 1976 and ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer health, personal care and hygiene products; these products are organized into several segments including beauty; grooming; health care; fabric & home care; and baby, feminine, & family care. Before the sale of Pringles to Kellogg's, its product portfolio also included food, snacks, and beverages. P&G is incorporated in Ohio. In 2014, P&G recorded $83.1 billion in sales. On August 1, 2014, P&G announced it was streamlining the company, dropping and selling off around 100 brands from its product portfolio in order to focus on the remaining 65 brands, which produced 95% of the company's profits. A.G. Lafley, the company's chairman and CEO until October 2015, said the future P&G would be "a much simpler, much less complex company of leadi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Individual Branding
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company." Each brand, even within a same company, has a unique name, identity and image, allowing the company to target different market segments, tailor pricing and marketing strategies, and separate the image and reputation of different products. Individual branding contrasts with umbrella branding and corporate branding, in which the firm markets all of its product together, using the same brand name and identity. Applicability Individual branding is the most effective when a company offers numerous unconnected commodities, which vary in quality and price and target different market segments. It is also useful when introducing a new, high-risk product to the market, in order to manage risks to existing brands if the new produ ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Ralph Lauren
Ralph Lauren, ( ; ; born October 14, 1939) is an American fashion designer, philanthropist, and billionaire businessman, best known for the Ralph Lauren Corporation, a global multibillion-dollar enterprise. He has become well known for his collection of rare automobiles, some of which have been displayed in museum exhibits. Lauren stepped down as CEO of the company in September 2015 but remains executive chairman and chief creative officer. As of April 2022, his net worth was estimated at US$6.9 billion. Early life Ralph Lifshitz was born on October 14, 1939, in the Bronx, New York City, to Ashkenazi Jewish immigrants, Frieda (Cutler) and Frank Lifshitz, an artist and house painter, from Pinsk, Second Polish Republic, now Belarus. The youngest of four siblings, he has two brothers and one sister. Lauren attended day school followed by the Manhattan Talmudical Academy, before eventually graduating from DeWitt Clinton High School in 1957. He went to Baruch College of the City ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
PlayStation
is a video gaming brand that consists of five home video game consoles, two handhelds, a media center, and a smartphone, as well as an online service and multiple magazines. The brand is produced by Sony Interactive Entertainment, a division of Sony; the first PlayStation console was released in Japan in December 1994, and worldwide the following year. The original console in the series was the first console of any type to ship over 100 million units, doing so in under a decade. Its successor, the PlayStation 2, was released in 2000. The PlayStation 2 is the best-selling home console to date, having reached over 155 million units sold by the end of 2012. Sony's next console, the PlayStation 3, was released in 2006, selling over 87.4 million units by March 2017. Sony's next console, the PlayStation 4, was released in 2013, selling a million units within a day, becoming the fastest selling console in history. The latest console in the series, the PlayStation 5, was releas ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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