Brand Building Blocks - 96400 Words

BRAND BUILDING BLOCKS Building Strong Brands: Why Is It Hard? It is not easy to build brands in today s environment. The brand builder who attempts to develop a strong brand is like a golfer playing on a course with heavy roughs, deep sand traps, sharp doglegs, and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and barriers, both internal and external, can inhibit the brand builder. To be able to develop effective brand strategies, it is useful to understand these pressures and barriers Different factors that make it difficult to build brands are shown in the figure above. The first, pressure to compete on price, directly affects the motivation to build brands. The second reason, the†¦show more content†¦What, then, happens to the people who support the brand with market research or other brand-building activities? They are vulnerable to the organizations new cost culture. 2. Proliferation Of Competitors New, vigorous competitors come from a variety of sources. A host of food categories have watched Weight Watchers and Healthy Choice enter their markets through brand extension strategies. In the snack category, Frito-Lay has seen regional brands expand and Budweiser s Eagle brand break out of its niche to become a major competitor. New product forms that provide real alternatives for the customer have encroached the soft drink market, bottled water, carbonated water, fruit-based drinks, and new age drinks, among others. Additional competitors not only contribute to price pressure and brand complexity, but also make it much harder to gain and hold a position. They leave fewer holes in the market to exploit and fewer implementation vehicles to own. Each brand tends to be positioned more narrowly, the target markets become smaller, and the non-target market becomes larger. Efforts to market to a broad segment thus become more difficult in the face of the complex ‘brandscape’ Further, some new or desperate competitors may be motivated to take risks or attempt unusual approaches. The result can be destabilization of the competitive dynamics. There is also an enhanced motivation to copy anything that is successful, in part because the risks ofShow MoreRelatedMarketing Plan For The Federal Office Of Family Assistance1190 Words   |  5 Pagesprogram. Even if the organization under which your program operates has an established brand identity, your program will need at least a co-branded ident ity, if the intent is to continue receiving funding for it apart from that for the organization. Remembering that a brand is more than simply a logo, this guide is offered to help you understand and develop not merely a symbolic brand, but rather a living brand that is constantly growing in popularity and value among your stakeholders. Then, it willRead MoreFunction of a Brand Exploratory1137 Words   |  5 PagesBrand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand,Read MoreThe Lego Group : A Company1361 Words   |  6 Pagesthe most iconic brands known to this day. As one of the leading toy companies in the industry, their many strengths have contributed to their success. Their most important strength is having strong brand awareness. Their mission speaks greatly of what they represent and whom they target. LEGO believes that ‘good quality play enriches a child’s life’, they encourage problem solving and goal orientation as fundamental princi ples. Not only are they construction and building block toys for childrenRead MoreThe Child Game Of Plastic Building Blocks Lego981 Words   |  4 PagesCase ten, is this weeks case assignment about the child game of plastic building blocks LEGO. Reading this case brought back great childhood memories of hours of entertainment. Although in my era there were not all the product lines from what LEGO has grown into. My childhood era had many of the LEGO plastic brick and not many of the designer kits that are available in today’s market. We had many of the standard size lego bricks that we could make many designs from. My dad was a bricklayer by tradeRead MoreSwot Nespresso1695 Words   |  7 Pagessimple, relevant, and understandable to analyse a company. This concept has been applied and tested around the world and is already used in organizations such as IBM, Ericsson and Deloitte. The nine basic building blocks are shown in the logic of how a company intends to make money. The nine blocks cover the four main areas of a business: customers, offer, infrastructure, and financial viability. The business model environment of the company is analyzed in the external analyses using a mythologyRead MoreNespresso Swot1683 Words   |  7 Pagessimple, relevant, and understandable to analyse a company. This concept has been applied and tested around the world and is already used in organizations such as IBM, Ericsson and Deloitte. The nine basic building blocks are shown in the logic of how a company intends to make money. The nine blocks cover the four main areas of a business: customers, offer, infrastructure, and financial viability. The business model environment of the company is analyzed in the external analyses using a mythologyRead MoreLego Executive Summary979 Words   |  4 Pagesmaintain market dominance in the building toy market as well in their financial success within the industry. By using Michael Porter’s Five Forces model, I was able to present the competitive set for LEGO building blocks and its recent product advancements. Looking at LEGO in the competitive set as a whole, we note that LEGO is a globally operated product line for toys. Global toy sales represented over US $83.3 billion in 2010. One of the fastest growing toys was building creations which increased 13Read MoreCustomer-Based Brand Equity Model (Cbbe)1111 Words   |  5 PagesCustomer-Based Brand Equity Model (CBBE) CBBE act as a bridge to add value on a product endowed to a product as a result of past investments in the marketing of a brand. It is also provide provides direction and focus to future marketing activities. CBBE model designed to assist management in brand building efforts. According to the model, building a strong brand involves four steps: establish brand identity, create brand meaning, positive, eliciting accessible brand responses, and building brand relationshipRead MoreBrand Exploratory1342 Words   |  6 PagesBrand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand,Read MoreBuilding Brand Equity1416 Words   |  6 Pageselements needed to build brand equity; Brand Salience, Brand Imagery, Brand Performance, Consumer Feelings Judgements and Brand Resonance (appendix 7). From the conducted research this report will ascertain the degree to which HTC satisfies each level of Keller’s model. Brand Identity According to Keller the first step in ‘building a strong brand’ involves creating ‘brand identity’ (Keller, 2001). â€Å"Achieving the right brand identity involves creating brand salience. Brand salience relates to