Introduction Since the publication of Marketing Behaviour and Executive Action in the 1950s (Alderson, 1957) the importance of consumers as individually motivated decision makers has been recognised. This assertion gives rise to debates about the motivation for consumer decisions: Does a consumer choose to buy a brand simply because they have heard a lot of good things about it or are there further considerations of […]

Methods of Brand Valuation The various methods of brand valuation can be placed into four categories: (1) cost-based approaches; (2) market-based approaches; (3) income-based approaches; and (4) formulary approaches incorporating future benefits or comparative advantages. Cost-based Approaches This method considers the costs involved in creating the brand through the stages of research and development of the product concept, market testing, continued promotion during commercialization, and […]

Our country has seen some dramatic developments in the digital marketing space, particularly for consumer brands. The market is intensely competitive and marketers are gearing up to tackle the competition. They are arming themselves with technological advancements and scaling up marketing processes in order to provide better consumer experiences and grow their market share. While email has typically been the most preferred medium for brands […]

A heir or heiress taking their family business forward is seen as a natural trend with Indian empires. But it takes tremendous amount of guts and hard work to ditch ones family business and start an empire single-handedly. Cuddalore boy CK Ranganathan, the Founder Chairman of FMCG conglomerate CavinKare, left his family business to create a path on his own hypothesis. Under his leadership, the company diversified into personal care, food & beverage, […]

Developing brand strategies for a service brand requires special attention while choosing brand elements and preparing strategies as to satisfy consumer needs. Branding a service is very different from products as services are intangible, inseparable, variable and perishable. Unlike products they require more quality control, supplier credibility and adaptability. So many companies focus their marketing efforts on the goal of instilling the attributes of a […]

The study was conducted to identify the customer perception about the private label brands at the Big bazaar. The study was limited to the private label brands in the food, apparels and the electronics section. The research was mainly conducted to identify various factors which influenced the buying behaviour of the private label brands. The study also intended to identify the demand for certain products […]

EXECUTIVE SUMMARY The purpose of this document is to show how the marketing has changed to adapt to the modern world, and international companies work to offer the best services and product, competing with other firms. Some Marketing tools have varied depending on the approach; this is why some companies prefer to use a disparity of elements to attract customers and retain them, offering some […]

The brand before revitalization (Part A) Brand: Hui Lau Shan (Local Dessert Chain) History of Hui Lau Shan Hui Lau Shan (??? ) is a famous chain of dessert shops based in Hong Kong. It specializes in dessert soups, snacks and desserts. Hui Lau Shan is well known for its use of mango in its products. The first shop opened in Yuen Long, New Territories […]

Case 6 Victoria’s Secret Pink: Keeping the Brand Hip As consumers, we pay attention to what is hip and trendy in the marketplace as it relates to fashion. Advertising plays a large role in the fashion decisions made by adults and pre-adults alike. For instance, advertisers for Victoria Secret have done a brilliant job of creating an association with the Victoria Secret brand and the […]

The behavioral economics of consumer brand choice: patterns of reinforcement and utility minimization Gordon R. Focal a, , Jorge M. Oliver-Castro b , Teresa C. Schwarzenegger a b a Cardiff Business School, Cardiff University, Cardiff, UK Institutor De Psychological, Universities De Bras Lila, Bras Lila, UDF, Brazil I I Abstract Purchasers of fast-moving consumer goods generally exhibit multi-brand choice, selecting apparently randomly among a small […]