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Brand Architecture
In the marketing field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques. One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B Marketing, B2B) or directly to consumers (B2C). Sometimes tasks are contracted to dedicated marketing firms, like a Media agency, media, market research, or advertising agency. Sometimes, a trade association or government agency (such as the Agricultural Marketing Service) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific area, or a city or region as a tourism destination. Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to adverti ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Heinz Tomato Ketchup
Heinz Tomato Ketchup is a brand of ketchup manufactured by the H. J. Heinz Company, a division of the Kraft Heinz Company. History It was first marketed as " catsup" in 1876. In 1907, manufacturing reached 12 million bottles and it was exported internationally including Australia, South America, Japan, New Zealand, South Africa and the UK. In January 2009, the label was changed by replacing the picture of a gherkin pickle (used from December 1890) with a picture of a tomato. In 2012, there were more than 650 million bottles sold worldwide. Manufacturing Heinz manufactures all of its tomato ketchup for their USA market at two plants: one in Fremont, Ohio, and the other in Muscatine, Iowa. They closed their Canadian plant in Leamington, Ontario in 2014. That plant is now owned by Highbury Canco and processes the tomatoes used in French's Tomato Ketchup for the Canadian market. Globally, Heinz manufactures ketchup in factories across the world, including the UK and the N ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
David Aaker
David Allen Aaker (born February 11, 1938) is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet. Education Aaker received his SB in Management from the MIT Sloan School of Management and then his MA in Statistics and PhD in Business Administration at Stanford University. Career He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese advertising agency. He has been awarded three career awards for contributions to the science of marketing: The Paul D. Converse Award; The Vijay Mahajan Award; and The Buck Weaver Award. Aaker was inducted into the New York American Marketin ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Dove (toiletries)
Dove is a personal care brand owned by the British consumer goods company Unilever. Dove products are sold in more than 150 countries and are offered for women, men, babies and children. The brand's logo is a silhouette profile of the brand's namesake bird. American chemist Vincent Lamberti was granted the original patents related to the manufacturing of Dove in the 1950s, while he worked for Lever Brothers. History The brand's original product, the Dove Beauty Bar, was developed by Lever Brothers in the 1950s for the American market. It was launched in the United States in 1957. Not long after, the product was also introduced to Canada. Unilever also briefly test marketed Dove in Europe in the mid-1960s. However, Unilever did not proceed to launch the brand in Europe at that time. The Dove Beauty Bar was originally developed as a cleansing bar that would not leave behind a bathtub ring (i.e., soap scum). In the 1950s, most American consumers preferred to regularly t ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Unilever
Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever Brothers. The company's products include baby food, beauty products, bottled water, breakfast cereals, cleaning agents, condiments, dairy products, energy drinks, healthcare and hygiene products, ice cream, instant coffee, instant noodles, pet food, pharmaceuticals, soft drinks, tea, and toothpaste. It is the largest producer of soap in the world, and its products are available in over 190 countries. The company is organised into five business groups: Beauty & Wellbeing, Personal Care, Home Care, Nutrition, and Ice Cream. It has research and development facilities in China, India, the Netherlands, Pakistan, the United Kingdom, and the United States. In the 1930s, Unilever acquired the United Africa Company. In the second half of the 2 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pampers
Pampers is an American brand for babies and toddlers products marketed by Procter & Gamble. This includes diapers, wipes etc. History In 1961, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild. He assigned fellow researchers in P&G's Exploratory Division in Miami Valley, Ohio to look into making a better disposable diaper. They were created by researchers at P&G including Vic Mills and Norma Lueders Baker. The name "Pampers" was coined by Alfred Goldman, Creative Director at Benton & Bowles. In 1982, P&G developed elasticized single and double gussets around the leg and waist areas to aid in fitting and in containing urine or stool which had not been absorbed. In fact, the first patent for the use of double gussets in a diaper was in 1973 by P&G. In 1982, Pampers introduced an elasticized wingfold diaper with elastic leg gathers and refastenable tapes which was a cross between the early 1960s design and the modern hourglass shape, a ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer health, personal care and hygiene products; these products are organized into several segments including beauty; grooming; health care; fabric and home care; and baby, feminine, and family care. Before the sale of Pringles and Duracell to Kellogg's and Berkshire Hathaway, respectively, its product portfolio also included food, snacks, beverages, and batteries. P&G is incorporated in Ohio. In 2014, P&G recorded $83.1 billion in sales. On August 1, 2014, P&G announced it was streamlining the company, dropping and selling off around 100 brands from its product portfolio in order to focus on the remaining 65 brands, which produced 95% of the company's profits. A.G. Lafley, the company's chairman and CEO until October 2015, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Individual Branding
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company." Each brand, even within a same company, has a unique name, identity and image, allowing the company to target different market segments, tailor pricing and marketing strategies, and separate the image and reputation of different products. Individual branding contrasts with umbrella branding and corporate branding, in which the firm markets all of its product together, using the same brand name and identity. Applicability Individual branding is the most effective when a company offers numerous unconnected commodities, which vary in quality and price and target different market segments. It is also useful when introducing a new, high-risk product to the market, in order to manage risks to existing brands if the new pro ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Ralph Lauren
Ralph Lauren ( ; ; born October 14, 1939) is an American fashion designer, philanthropist, and billionaire businessman, best known for founding the brand Ralph Lauren (brand), Ralph Lauren, a global multibillion-dollar enterprise. He stepped down as CEO of the company in September 2015 but remains executive chairman and chief creative officer. As of May 2025, his net worth is estimated at US$11.9 billion. Early life Lauren was born on October 14, 1939, in the Bronx, New York City, to Ashkenazi Jews, Ashkenazi Jewish immigrants Frieda Lifshitz (née Cutler) and Frank Lifshitz (né Efraim Lifshitz), an artist and house painter, from Pinsk, Second Polish Republic (now Belarus). His mother was from Drahichyn, Drohiczyn, Second Polish Republic (now Drahichyn, Belarus). The youngest of four siblings, he has two brothers and one sister. At the age of 16, he and his brother George Poitras Lauren legally changed their last name from Lifshitz to Lauren, due to School bullying, bullying a ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
PlayStation
is a video gaming brand owned and produced by Sony Interactive Entertainment (SIE), a division of Japanese conglomerate Sony. Its flagship products consists of a series of home video game consoles produced under the brand; it also consists of handhelds, online services, magazines, and other forms of media. The brand began with the first PlayStation home console released in Japan in 1994 and worldwide the following year, which became the first console of any type to ship over 100 million units, which made PlayStation a globally recognized brand. Since then there have been numerous newer consoles—the most recent being the PlayStation 5 released in 2020—while there have also been a series of handheld consoles and a number of other electronics such as a media center and a smartphone. The main series of controllers utilized by the PlayStation series is the DualShock, a line of vibration-feedback gamepads. SIE also operate numerous online services like PlayStation Net ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sony
is a Japanese multinational conglomerate (company), conglomerate headquartered at Sony City in Minato, Tokyo, Japan. The Sony Group encompasses various businesses, including Sony Corporation (electronics), Sony Semiconductor Solutions (imaging and sensing), Sony Entertainment (including Sony Pictures and Sony Music Group), Sony Interactive Entertainment (video games), Sony Financial Group, and others. Sony was founded in 1946 as by Masaru Ibuka and Akio Morita. In 1958, the company adopted the name Initially an electronics firm, it gained early recognition for products such as the TR-55 transistor radio and the CV-2000 home video tape recorder, contributing significantly to Japan's Japanese economic miracle, post-war economic recovery. After Ibuka's retirement in the 1970s, Morita served as chairman until 1994, overseeing Sony's rise as a global brand recognized for innovation in consumer electronics. Landmark products included the Trinitron color television, the Walkma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cadbury Dairy Milk
Cadbury Dairy Milk is a British brand of milk chocolate manufactured by Cadbury. First introduced in the United Kingdom in June 1905 and now consists of a number of products. Every product in the Dairy Milk line is made exclusively with milk chocolate. In 1928, Cadbury introduced the "glass and a half" slogan to accompany the Dairy Milk chocolate bar to advertise the bar's higher milk content. The bar was developed by George Cadbury Jr, and by 1914 it had become the company's best-selling product. A century on it has retained its position as a market leader in the UK where it was ranked the best-selling chocolate bar in 2014."Top 10 selling chocolate bars in the UK" ''Wales Online''. Retrieved 28 December 2014 It is manufactured and distribute ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
