Strategic Brand Management

STRATEGIC BRAND MANAGEMENT

TABLE OF CONTENTS

TOC \o "1-3 " \h \z \u HYPERLINK \l "_Toc9 " 1 .0 Introduction PAGEREF _Toc9 \h 1

HYPERLINK \l "_Toc0 " 2 .0 Brief of the company PAGEREF _Toc0 \h 1

HYPERLINK \l "_Toc1 " 3 .0 Justification of brand valuation and development decisions PAGEREF _Toc1 \h 2

HYPERLINK \l "_Toc2 " 4 .0 Application of strategic brand management theories PAGEREF _Toc2 \h 4

HYPERLINK \l "_Toc3 " 5 .0 Design a brand for the selected company logo and slogan PAGEREF _Toc3 \h 4

HYPERLINK \l "_Toc4

" 6 .0 Brand equity management and sustainability PAGEREF _Toc4 \h 5

HYPERLINK \l "_Toc5 " 7 .0 The impact of the internet on the brand development PAGEREF _Toc5 \h 6

HYPERLINK \l "_Toc6 " 8 .0 International aspects of branding and its relation to the selected brand /company PAGEREF _Toc6 \h 6

HYPERLINK \l "_Toc7 " 9 .0 Impact of the critical success factor in relation to the endorsement and extension strategy PAGEREF _Toc7 \h 7

HYPERLINK \l "_Toc8 " 10 .0 Co branding and its impact on the selected brand /company PAGEREF _Toc8 \h 9

HYPERLINK \l "_Toc9 " 11 .0 Summary PAGEREF _Toc9 \h 9

HYPERLINK \l "_Toc0 " REFERENCES PAGEREF _Toc0 \h 11 1 .0 Introduction

Brand management is the application of HYPERLINK "http /en .wikipedia .org /wiki /Marketing " \o "Marketing " marketing techniques such as adding something new to a product , becoming a valuable resource , separating oneself from competition , promoting results and anticipating change . All these techniques , applied to a specific HYPERLINK "http /en .wikipedia .org /wiki /Product_ 28business 29 " \o "Product (business " product , HYPERLINK "http /en .wikipedia .org /wiki /Product_line " \o "Product line " product line , or HYPERLINK "http /en .wikipedia .org /wiki /Brand " \o "Brand brand is what is known as brand management . The aim of brand management is to increase the product 's perceived value to the customer and thereby increase brand franchise and HYPERLINK "http /en .wikipedia .org /wiki /Brand_equity " \o "Brand equity " brand equity . To marketers , a brand is an implied promise that the level of HYPERLINK "http /en .wikipedia .org /wiki /Quality " \o "Quality " quality that people expect from a brand will continue with future purchases of the same product . This is likely to increase sales by making a comparison with competing products thus making customers find this particular brand more favorable . There is also a likelihood that the manufacturer may charge more for the product . It is important to know that the value of a brand is determined by the amount of profit it generates by its sale , resulting from a combination of increased sales and increased price

2 .0 Brief of the company

Consumers ' Choice Ltd was founded in 1995 as a specialized hygiene products manufacturer and producers that aimed at providing products and high quality service to consumers in the U .S . Right up to this moment the core business of Consumers ' Choice has been the production of toilet soap , feminine hygiene products , disposable diapers , towels laundry detergents , shampoo , skin care products , toothpaste among...