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Author: Frank Piotraschke Publisher: GRIN Verlag ISBN: 3638905853 Category : Business & Economics Languages : en Pages : 69
Book Description
Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
Author: Frank Piotraschke Publisher: GRIN Verlag ISBN: 3638905853 Category : Business & Economics Languages : en Pages : 69
Book Description
Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
Author: Frank Piotraschke Publisher: GRIN Verlag ISBN: 3638900460 Category : Business & Economics Languages : en Pages : 63
Book Description
Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its “Path to Growth” strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever “Path to Growth” strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of “Path to Growth” are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
Author: Richards Macdonald Publisher: GRIN Verlag ISBN: 3656458693 Category : Business & Economics Languages : en Pages : 13
Book Description
Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Cambridge, language: English, abstract: Unilever is a London-based fast-moving consumer goods company that sells its products in nearly 200 countries. However, it is neither the largest packaged consumer goods or food company as it has fiercely competitive rivals. In recent years, new corporate leadership has instituted changes, including a new mission and a new vision. These have resulted in a more positive relationship with consumers, a better public image, and an increasing presence in developing countries. Still, our strategic analysis of the company shows impending threats that can damage Unilever’s margin of profit and global stake in the fast-moving consumer goods industry. New brands, mounting competition, and an increase in taxation and regulations are mounting obstacles to Unilever's continued success. In order to overcome these and other future vulnerabilities, Unilever needs to continue its product and information technologies developments, introspection, campaigns, and external monitoring. Company Profile Unilever is an Anglo-Dutch company that consists of over 400 brands “focused on health and wellbeing” (Unilever, 2013a). Unilever sells its products to more than 190 countries and belongs to the fast-moving consumer goods (FMCG) industry. Specifically, it is the second largest packaged consumer goods firm after Proctor & Gamble (P&G), and it is the third largest food company after Nestle and Kraft Foods. While Unilever is based in London, England, it sells food, home, and personal care products over all major continents. Unilever was formed when the Dutch margarine company Margarine Unie merged with the British soapmaker Lever Brothers in 1930. The two companies decide to combine since they were often competing for the same raw materials, oils and fats, to make their products. Today, Unilever has adopted a new mission to
Author: Diederich Bakker Publisher: Springer ISBN: 3658082216 Category : Business & Economics Languages : en Pages : 285
Book Description
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.
Author: Jon Miller Publisher: John Wiley & Sons ISBN: 0470862602 Category : Business & Economics Languages : en Pages : 286
Book Description
This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
Author: Guy Champniss Publisher: John Wiley & Sons ISBN: 1119976677 Category : Business & Economics Languages : en Pages : 314
Book Description
New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital. At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: The tools necessary to stimulate dialogue—and new ways of thinking—between a brand and its intended audience Methods for extending brand messaging to wider audiences Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century.
Author: Harry Mwololo Publisher: GRIN Verlag ISBN: 3668736324 Category : Business & Economics Languages : en Pages : 12
Book Description
Essay from the year 2018 in the subject Business economics - Miscellaneous, grade: 2, Stanford University, language: English, abstract: Unilever, headquartered in London, United Kingdom, and Rotterdam, Netherlands is a Dutch-British transnational consumer products business organization. Unilever is currently the third biggest consumer products company around the world, behind the leaders Procter and Gamble at position one and Nestle at position two. It is the global producer of food spreads like margarine. The company’s products include cleaning agents, food products, beverages, and personal care products.
Author: Petra Molthan-Hill Publisher: Routledge ISBN: 1351286269 Category : Business & Economics Languages : en Pages : 326
Book Description
Aimed at undergraduates, this is the first textbook to offer a full introduction to sustainable management, covering all subject areas relevant to business students. The book includes chapters and seminars on subjects such as: Corporate Sustainable Strategy; Sustainable Marketing; Sustainability Reporting; Supply Chain Management; Human Resources Management: Supporting Sustainable Business; Environmental Economics; Sustainable Operations Management; Greenhouse Gas Management and System Thinking in Sustainable Management. The book contains nearly 30 ready-made seminars employing various teaching methods. Each chapter follows the same, easy-to-use format. This book provides a true treasure chest of materials to support staff wanting to integrate sustainability into their teaching and provides support to effectively embed sustainability in the curriculum. The chapters also offer a starting point in developing teaching units for Masters and MBA students. The material is not just useful to people in business schools, but to those involved in wider scale curriculum change, and those looking to make links between different disciplines.
Author: Alvin Lee Publisher: Routledge ISBN: 1317525213 Category : Business & Economics Languages : en Pages : 244
Book Description
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Author: Michel Chevalier Publisher: John Wiley & Sons ISBN: 1119706289 Category : Business & Economics Languages : en Pages : 544
Book Description
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
Author: Frank Piotraschke
Author: Frank Piotraschke
Author: Frank Piotraschke
Author: Richards Macdonald
Author: Diederich Bakker
Author: Jon Miller
Author: Guy Champniss
Author: Harry Mwololo
Author: Petra Molthan-Hill
Author: Alvin Lee
Author: Michel Chevalier