Related Research Articles
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.
Corporate propaganda refers to propagandist claims made by a corporation, for the purpose of manipulating market opinion with regard to that corporation, and its activities.
A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public. The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of the corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives.
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.
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 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.
Crisis management is the process by which an organization deals with a disruptive and unexpected event that threatens to harm the organization or its stakeholders. The study of crisis management originated with large-scale industrial and environmental disasters in the 1980s. It is considered to be the most important process in public relations.
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate.
In economics, a luxury good is a good for which demand increases more than what is proportional as income rises, so that expenditures on the good become a greater proportion of overall spending.
Pampers is a brand of baby and toddler products marketed by Procter & Gamble.
Umbrella branding is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity. All products use the same means of identification and lack additional brand names or symbols etc. This marketing practice differs from brand extension in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name. Hence, umbrella branding may be considered as a type of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines.
P&G Korea is a Korean consumer goods company headquartered in Yeoksam-dong, Gangnam-gu, Seoul, Korea. It is a subsidiary of the multinational consumer goods company Procter & Gamble.
A brand ambassador is a person engaged by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship, influence a large audience to buy and consume more.
An operating model is both an abstract and visual representation (model) of how an organization delivers value to its customers or beneficiaries as well as how an organization actually runs itself.
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.
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, and 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.
Networks are crucial parts of any action taken in a marketplace. Peter Drucker even described the future economy as one of a society of networks. Companies embedded in such networks stand to gain a lot. There are a number of different network models, which have distinct relevance to customers, and marketing initiatives. A network in marketing can be formed either strategically or completely randomly. Marketing channels and business networks have been referred to, by Achrol & Kotler as:
“Interdependent systems of organizations and relations that are involved in carrying out all of the production and marketing activities involved in creating and delivering value in the form of products and services to intermediate and final customers.”
Adema Sangale is a businesswoman, social entrepreneur and corporate executive in Kenya, who is the Managing Partner of C-Suite Africa, a business consultancy firm, based in Nairobi, the capital and largest city of Kenya. Her focus is advising locally owned businesses to transition from founder-managed to larger brand-driven, multi-country enterprises.
Deborah Ann "Deb" Henretta is an American businesswoman. She is a senior adviser for General Assembly, a global education and technology company, as well as SSA & Company, a New York-based management consulting firm. Prior to her current position, she retired in 2015 from a 30-year career at Procter & Gamble, culminating in becoming one of only two top-level women executives for the consumer goods organization.
References
- ↑ Kapferer, Jean-Noël. (1994) [1992]. Strategic brand management : new approaches to creating and evaluating brand equity. New York: Free Press. ISBN 0-02-917045-1. OCLC 29389852.
- ↑ Fournier, Susan (March 1998). "Consumers and Their Brands: Developing Relationship Theory in Consumer Research". Journal of Consumer Research. 24 (4): 343–353. doi:10.1086/209515. ISSN 0093-5301.
- ↑ Rajagopal; Romulo Sanchez (2004). "Conceptual analysis of brand architecture and relationships within product categories". Journal of Brand Management. 11 (3): 233–247. doi:10.1057/palgrave.bm.2540169. S2CID 167718768. Archived from the original on 2009-10-25. Retrieved 2009-09-20.
- ↑ Asberg & Uggla (2009) The Brand Relationship Cycle: Incorporating Co-Branding into Brand Architecture
- ↑ L.Muzellec, M.Lambkin (2009). Corporate Branding And Brand Architecture: A Conceptual Framework. Marketing Theory
- 1 2 GM Reorganized Brand Architecture
- ↑ Woodyard, Chris (26 August 2009). "General Motors to remove its 'Mark of Excellence' logos from new cars". USA Today.
- ↑ Brand Architecture Structure Choices
- ↑ How to Improve Brand Image