Brand equity Essay Examples

brand equity, product innovation, and provision of high-quality products. The company's primary marketing strength is brand awareness and loyalty. Due to the success of the marketing strategies employed by Hershey, the company dominates on the North American chocolate market in both bulk and single-serve product supply. The company thus enjoys some internal strength such as exporting the products to over eighty countries and attaining a sale of over four billion dollars. At the same time, the marketing strategies face several threats such as the presence of other companies such as Mars who dominate the market in Mexico and some European countries. Furthermore, there has been a reduction in the number...

Nike

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brand equity is customer based, with the primary sources being international sports players and professional athletes. This approach has been beneficial because both adults and children have always been captivated by the products to identify with the stars in the sports industry. The image of the marketing strategy pulls the customers at the expense of the physical attributes of the products(Cheng-Hsui Chen, 2001). Brand awareness Nike has created brand awareness through advertisements, promotions, and sponsorship to its products via many media platforms, for example, in Olympics, and other school events. Pull strategy is also employed in creating awareness via the logo with the ‘swoosh’...

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brand equity and visibility because it is a start-up company. Alima Pharmacy is a newly formed company and will, therefore, need more time to establish its brand in the market. While it endeavors to undertake an aggressive marketing strategy, it may need up to a year or more to develop the necessary capacity to overcome competitive pressures from established industry players especially hospitals and large pharmaceutical companies operating in its vicinity (Watkins, 2009). Moreover, since the majority of Alima Pharmacy’s target consumers are not aware of its existence, they might be skeptical of the quality of its products and services. The company will conduct extensive marketing campaigns aimed at...

brand equity, which will be its core source of competitive advantages (Yu-Jia, 2012). To ensure that Alima’s brand is well aligned with its corporate mission and market position, the company will conduct extensive market intelligence to understand prevailing pricing mechanism in its target market. The company will then structure its pricing to be considerably lower at the same time more competitive than its competitors. Overall, Alima Pharmacy will be a strong and very effective brand because it will pursue a differentiation strategy based on edging out competitors. Section Three: Defining Product or Service Need Alima Pharmacy will market its products to customers based in Dallas and neighboring...

brand equity to other parent brands. These products include BMW 325 and the Oracle Database 11G. The right name for the product is the one that will reinforce the company and the position of the brand (Elliot, 2009). An invented name would sell through approval though the name needs a big budget to market for it to work successfully. For the success of a new product, one has to develop a commodity with the desirable name. It has to be unique in the market in which it is new and should have its features communicated to the consumers for support. New products may fail if there is no differentiating advantage over other products. Poor planning and timing would also be a reason for a new product...

brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211, Retrieved from http://link.springer.com/article/10.1177/0092070300282002...

brand equity in all the countries where it operates. The company has invested massive resources in marketing to promote its brand. In an attempt to boost the performance of its stores, Wal-Mart prefers to purchase from local suppliers and in bulky. Bulk buying enables the company to exert strong bargaining power over suppliers, which ensures huge trade discounts. The discounts are in turn passed to consumers in the form of reduced prices in accordance with Wal-Mart’s cost leadership strategy (Lichtenstein, 2009, 37). Key Issues Affecting Wal-Mart’s Financial Viability Wal-Mart faces a number of challenges that will adversely affect its financial viability. The most importantchallenge is...