Cobra Yoga Pants are a new brand in the market industry. It is impossible to avoid entry barriers and the biggest one is none of customer know us. The brand awareness as being necessary for the communications process to occur as it precedes all other steps in the process. (Rossiter & Percy, 1987). Therefore, all of our objectives are about gain the attention of the public. (a) Brand awareness rises up from 0 to 30% within three months period; (b) ‘On-message’ awareness increase from 0 to 30% within three months period; (c) Brand attitude raise up from 0 to 20% within three months period. The gain of brand recognition of our brand is aimed at attracting customers and rising brand reputation, which are involved with IMC. There are several ways to reach our brand target: blog, social media page, yoga pants advertisement and related campaigns. …show more content…
In the quantitative research, we can collect the data, such as frequency of view, click through rate (CTR) of our blog and associated website. Moreover, it is easy to do some statistical analysis when design a questionnaire for the public. For the qualitative research, individual interview and focus group interview are the core part of measuring procedure which provide direct feedback to the brand. Base on the different between both interviews, the range of focus group data are often deeper and richer than individual one-to-one interviews (Rabiee, 2004). Every message and slogan on our television ads, print ads and campaigns can support our brand reach the “on-message” awareness goal. For the brand attitude, which about what a customer want the product be like. We want to bring customer a balance lifestyle while providing comfortable and confident Cobra Yoga
Since 1998, Lululemon has transformed the way people dress to workout. Through innovative products and technical athletic fabrics, a brand was created to provide clothing for workouts such as yoga, running and cycling. Lululemon opened its first store in Vancouver in 2000 with the plan to have the store be a community hub for people to learn and discuss their physical fitness and overall health goals. As Lululemon was more than a store to provide products for consumers, their goal was to influence every person who walked into the store. A basic criterion for investment is Lululemon’s mission to create components for people to live longer, healthier, fun lives. All Lululemon locations maintain strong relationships with local communities and host in-store events such as complimentary yoga classes and goal-setting workshops.
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that is being adopted by many organizations in order to build strong brands that can compete with the other ones in the market. The model outlines the four steps that should be followed in building a strong brand. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand.
In order to get a clear cut understanding of the effects and utilization of branding strategies to create high value; brand equity and achieve brand loyalty, the qualitative method will be applied to the research. It was believed that the usage of this method will facilitate to gain insight and describe complexity (Hanson and Grimmer, 2007). The research displays an inductive approach where the data will be assembled from the literature review and also by further field research such as interviews and observation. One major advanta...
in making the brand recognisable globally by making use of various forms of media and technology
One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated.
Many researches also maintain that the higher the brand awareness is, the higher perceived quality is (Monore, 1990; Dodds and Grewal, 1991; Wall, Liefeld, & Heslop, 1991; Lo, 2002; Lin, 2006 ). Kan (2002) further suggest that the higher the brand awareness is, the higher the consumers’ quality evaluation is. Besides, Aaker and Keller (1990) mentioned that a brand with high awareness and good image can promote brand loyalty to consumers, and the higher the brand awareness is, the higher brand trust and purchase intention are to consumers. Peng (2006) indicates that brand awareness has the greatest total effects on brand loyalty. When businesses develop a new products or a new market, they should promote their brand awareness in order to receive the best result because brand awareness is positively related to brand loyalty (Aaker & Keller, 1990; Peng, 2006; Wu, 2002; Chou, 2005). Chang and Wildt (1994) submit that value can facilitate loyalty. Parasuraman and Grewal (2000) propose that the more positive customer transaction perceptions are, the stronger customer loyalty is. Sirdeshmukh, Sigh and Sabol (2002) also deem that value will bring a positive influence toward customers. Wu (2007) identifies that the perception of consumers will increase or reduce brand loyalty. Judith and Richard (2002) further indicate that perceived quality and brand loyalty have a highly connection, they will positively influence purchase intention. Chi, Yeh and Chiou (2009) a new view and evidence to the study of brand loyalty that customer perceived quality will influence brand trust and brand affect, and further to influence brand attitude and purchase behavior. Thus, perceived quality and brand loyalty are positively correlated, and brand loyalty will increase if perceived quality
The brand development process is categorized as an important element of business development matrix. The overall sustainability and progress of the business depends on brand development framework of the organization. In this reference the role of consumer is significant to contribute significantly in brand success and determine the profitability of the firm. Consumer contributes positively to improve the marketing strategy of the firm and helps to understand the consumer psychology that includes consumer thinking process, consumer perception regarding the brand, consumer behavior toward the brand, key characteristics of the brand that are considered significantly by consumer to determine the consumer taste and make purchase
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
Once a decision is made to use marketing research, management goals and objectives determine the type of selection methods used. There are a wide range of market research tools and methods available to decision makers. Depending on the goals and objectives of the company, researchers have many options. Some of the research tools include mail and web surveys, personal interviews, and focus groups. This paper will discuss and differentiate among the various tools used in primary and secondary research as well as discuss the differences when using qualitative and quantitative approaches. This paper will further identify which tools are used for each approach and why. The primary purpose of marketing research tools is to assist companies in decision-making. Therefore, the view and understanding of marketing research, its tools, and its methods are adapted in business decisions.
Therefore, they invariably upgrade and improve the features and qualities of their products. As their products are cheaper than its competitors, it makes it easy for them to break through the market. A strong brand can not only bring positive effect on the buyers' attitude, but it can also render emulous advantages as well as difference for goods and services. Brand recognition and reputation is Adidas strength as the company name is well known for it's product quality. Brand management plays a role in improving the relationship between the brand and customers. Management of sensible and insensible features are part of brand management. Sensible appearance of products refers to the product itself, quotation or packaging and consumer's experience is tangible property to the brand itself. Insensible features are the emotional bond between the product and customers.
A brand is like a real person who lives and works in the real world. Like people on the earth, each brand has its own unique identity and original image. It represents a company’s or an organization’s value, service, culture background, thought and personality. Brand identity, in a word, refers to how a company or an organization wants the customers to perceive its product or service as it plans. An appropriate brand identity can set a company apart from competitors by making right promise and differentiation. It can improve brand awareness and generates regular buyers even active buyers. A strong brand identity is like a celebrity in the world, which has powerful attractiveness to its followers. It leads not only profits and financial assets,
These include branding, advertising, promotional activities. The study also focuses on identifying the target market for the brand and also includes the STP (segmentation, targeting, positioning). The objective is to understand the marketing and the effectiveness of different marketing strategies through Personal interviews and observation methods. Through interviews with the sales team and the company staff, the SWOT analysis of the brand has been conducted. The project also includes understanding the effectiveness of the marketing communication activities being followed at Spunk by analysing the weekly and monthly sales data at various retail outlets where the brand is present. The project also covers analysing the sales of all the products at various outlets and hence deducing individual product performance and identifying the areas of concern for the company and through this, a BCG matrix has been prepared for the brand. The sales data has been analysed at all the three Multi brand outlets (Planet Sports, Pantaloon, Central), and compared with one another through graphical representation. The sales analysis has helped in constructing graphical representations for the contribution of various stores and through observation of buying behaviour and personal interviews, the study has been successful in
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requisite in order to achieve these steps. These...