... middle of paper ...
...ss. Hence this paper has four objectives involves in the relationship between brand management and the firm’s success through two large-sized enterprises, LVMH and L’Oreal. The objectives are following:
1. The background and definition of brand management.
2. The successful brands toward they firm’s brand management in large-sized enterprises (LVMH and L’Oreal).
3. How these brands to be successful through the brand management and strategic approach in large-sized enterprises (LVMH and L’Oreal).
4. Brand management plays a major role in the development of a firm, and there is a positive relationship between brand management and the firm’s success.
This paper aims to use the literature review as the methodology to surround the operation of the brand management, combine the objectives that this paper has set and then to critical analyze the result and discuses them.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- This essay will critically discuss the creation of brand meaning is a central issue for contemporary brand management from multiple perspectives. It will begin by defining what brand meaning is. It will explore the various meanings of brand meaning and how these meanings can be created. It will explain the creation of brand meaning in terms of how and by whom brand meaning is created providing relevant practical examples and making reference to the academic literature. Then, it will analyse why the creation of brand meaning apparently has become such an important issue for managers, consumers and within society in general.... [tags: Brand management, Brand, Perception, Branding]
1510 words (4.3 pages)
- Positioning Statement "Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun themes such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that wil... [tags: Marketing, Brand management, Perception]
1596 words (4.6 pages)
- Pyrmon (2016) in “Dynamic Aspects of Brand Management” states brand equity, “is the added value that a given brand name gives to a product beyond the functional benefits it provides” (p. 138). This added value comes from how the product is viewed in the minds of consumers. Keller (2016) in The Handbook of Marketing Research: Uses, Misuses, and Future Advances, list the following components that make up brand equity: brand knowledge, brand personality and relationships, brand awareness, brand imagery, brand judgments and brand feelings.... [tags: Brand, Brand management, Branding]
767 words (2.2 pages)
- 22.214.171.124 Fake Brand Origin Heritage As connecting your brand to COO became such an important aspect in branding and market-ing, few companies have built their brand on country aspects even when they operate in com-pletely different part of the world (Chang, 2006). It is necessary to understand that even though brand have a relation to a certain country, it actually does not have an obligation to that place. We can see this in fashion industry as Armani (Italian clothing brand) products are produced in many developing countries, therefore Armani should be called brand with origin, rather than product with origin.... [tags: Brand, Brand management, Branding, Brand loyalty]
1073 words (3.1 pages)
- Branding started during the middle Ages when crafts guilds (similar to labor unions) and merchants’ guilds formed to control the quantities and quality of production. Each producer had to mark his goods so output could be cut back when necessary -meaning poor quality which might reflect unfavorably on other guild products and discourage future trade could be traced back to gutty producer (Bowersox, &Copper, 1992). Early trademarks were also a protection to the buyer, who could then know the source of the product.... [tags: Brand, Brand management, Trademark]
1250 words (3.6 pages)
- In accordance to the questionnaires, the average response, when discussing brand enjoyment, was very favorable to favorable. The responses from the interview elaborated upon the data. It revealed that most participants bought the brand of Argan oil because it was affordable for their price range (see appendix 11, 13 and 15). In addition, a respondent discussed her experience purchasing Argan oil for her family member. She stated that in the beginning she bought Argan oil from a Yves Rocher, a well-known international French brand, however, her family members were not satisfied with the quality although the brand looked reliable.... [tags: Customer service, Brand, Brand management]
1658 words (4.7 pages)
- Kevin Keller’s brand equity model is known as the Customer Based Brand Equity Model (CBBE). This model was first introduced in his book, Strategic Brand Management. According to the model, a company must shape how customers think, feel, and act towards a product in order to build a strong brand. A consumer must have the right type of experience around the brand, which foster positive thoughts, opinions, perceptions, beliefs and feelings. By building strong brand equity, customers will recommend company products and will buy more of them.... [tags: Brand, Brand management, Branding]
1751 words (5 pages)
- The objective and aim of this paper is to provide details on the proposed solutions and interventions that will improve the brand management strategy of Procter & Gamble, given the concerns raised in the first paper. As a result of the diversifying consumer needs and increased competition, the product centric method of P&G might change its brand management approach from product promotion to driving up consumer value perception and changing brand portfolios in order to increase the level of consumer loyalty and traction on P&G products (Di Somma, “Why Brand Management will replace Marketing”).... [tags: Brand management, Brand, Marketing, Advertising]
1112 words (3.2 pages)
- (1) World wide web contains a variety of websites that are created by a certain individual or organization. The domain name (URL) is indicating the location and identity of the website. The website can be hosted on a single server in a single location, but may also be divided across multiple servers around the globe. Websites are formed by pages that contain different amounts of information along with graphics, imagery, colours, audio and video content, etc. Aaker argued that a website may be the most powerful tool for brand building, mostly due to the flexibility to be tailored to the brand requirements and in a good contrast to the customer-brand relationship.... [tags: Brand, Brand management, Brand equity, Marketing]
1242 words (3.5 pages)
- LITERATURE REVIEW (Farquhar et al., 1991; Simon and Sullivan, 1992).Brand equity has been examined from two different perspectives – financial and customer based. The first perspective of brand equity that is not discussed in this article is the financial asset value it creates to the business franchise. This method measures the outcome of customer‐based brand equity. Researchers have developed and effectively tested accounting methods for appraisal of the asset value of a brand name (Keller, 1991, 1993) Brand equity was conceptualized as consisting of consumers′ brand associations that include brand awareness, knowledge and image As stated earlier, brand equity is regarded as consisting o... [tags: Brand, Brand management, Suzuki, Brand equity]
1238 words (3.5 pages)