Brand Management

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Q. A.
Taking a brand from the mobile phone manufacturing industry, in this case Nokia can be used. The brand is categorized in awareness sets. In the awareness set it falls under the category of the processed sets. Further, in the processed set the Nokia accessories are sub grouped into the evoked position. They are brands that the users can purchase as alternatives (Brisoux & Cheron, n.d). The purchaser will make a decision on whether to purchase the product after perceiving a need for the product. The purchaser will then seek information that pertains to the products of interest; in addition, the purchaser will consider the alternative for the product before finally deciding to buy it. Soon after purchasing the purchaser will compare the expectations and the satisfaction level of the product, which would determine their next purchase (“Consumer behavior”, n.d). Effectively advertising of the brand through the media sources and organization of events to show how the products work is the best way of creating brand equity and in that effect will promote customer satisfaction (“Brand equity and positioning”, n.d).
Q.B
Speaking of the Nivea Company, the company’s brand portfolio is a branded house. All the Nivea products are of the same brand. The company offers a full scope of qualities and imagery to make its products needed and desired by the potential customers. The Nivea brand hierarchy is made up of the Nivea skin care, personal care and face care/cosmetics. The company should increase the brand hierarchy level so as to attract more customers.
Q.C
Samsung is one of the brands that are marketed in more than one country. Such companies use the standardized method of marketing since they maintain their initial brand name in all th...

... middle of paper ...

...Computing. Retrieved March 27, 2014, from http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/
Fay, D. (2012, May 2). How to give your services the product factor. Marketing RSS. Retrieved March 28, 2014, from http://tweakyourbiz.com/marketing/2012/05/02/how-to-give-your-services-the-product-factor/
Jaworski, B.J., and Kohli, A.K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57, 53-70.
Product life cycle stages. (2014, March 26). Product Life Cycle Stages. Retrieved March 28, 2014, from http://productlifecyclestages.com/
View our brands. (n.d.). Unilever USA. Retrieved March 27, 2014, from http://www.unileverusa.com/brands-in-action/view-brands.aspx
Vogt, C. (n.d.). What is global standardization in marketing?. Small Business. Retrieved March 27, 2014, from http://smallbusiness.chron.com/global-standardization-marketing-25939.html

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