Brand Positioning Of Ucb

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    Critical Evaluation of Positioning Concept

    understanding market requirements. It described positioning as the backbone of a business plan also used to combat competition in the market. Critical Evaluation: The positioning conceptual framework proposed in this article is crucial for manufacturing firm’s success. The set variables identified in the concept work in harmony and the organization’s performance are also measured and discussed. Rating: 3 out of 5 1.2 Landow, Y., 2012. “A Brand Positioning Nightmare.” Pharmaceutical Executive 32 (6):

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    Ucb Executive

    segment by age as much as by lifestyle or theme; for example, designer accessories, formal wear and casual wear. There are several channels of distribution available, such as catalogue retailing, department stores and outlets, as well as the typical brand store. The industry can be viewed as fairly fragmented and there is a large amount of different chains available on the market. The industry is therefore highly competitive. Barriers to entry are low, and chains can expand quickly and grow large in

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    Positioning Globally

    POSITIONING GLOBALLY BY: Billy Rubin Review of Literature Term Paper Marketing 620: Fall 2011 1 Article One: Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture In this study, the authors examine the idea of global consumer culture positioning (GCCP) as the correct positioning strategy upon entering into a new international market. “The purpose of this study is to conceptualize, measure, and examine the use of a new brand positioning

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    Brand Positioning Through the Consumers’ Lens

    DISSERTATION Titel der Dissertation „Brand Positioning Through the Consumers’ Lens“ Verfasserin / Verfasser Mag. rer. soc. oec. Christoph Fuchs Angestrebter akademischer Grad Ph. D. (Doctor of Philosophy) Wien, im April 2008 Studienkennzahl lt. Studienblatt: Dissertationsgebiet lt. Studienblatt: Betreuer / Betreuerin: A 094 146 Management Univ.-Prof. Dr. Adamantios Diamantopoulos ii ACKNOWLEDGMENTS I would like to thank Univ. Prof. Adamantios Diamantopoulos, Ph.

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    Brand Positioning

    may come with huge cost for the airlines and customer service failures can come with a smaller price tag. Minimal changes with minimal cost should be adjusted first to benefit the customer and the airline. The statement that helps position the brand around the new or improved services should be geared towards the onboard experience. For example: At Global Airways, it should never be a “just get me there flight.” It should be an experience for you to enjoy and celebrate. The airline wants you

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    Brand

    Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning,

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    Global Segmentation Positioning Paper

    global market: “similar segments and similar positioning; similar segments but different positioning; different segments but similar positioning; and different segments and different positioning” (Johansson, 2009). In a micro-segmentation analysis, global marketers can compare similarities of consumer preferences in various countries by forming clusters. This process is critical to globalization of one product in its original form. For a known brand of bathroom tissue that is entering a market

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    Chip Positioning

    A Potato Chip Brand Positioning Exercise Frito-Lay, a division of PepsiCo, based in Dallas, Texas, plans to reposition its brand. You, as the marketing director, are responsible for such endeavour. Please present your plan. To facilitate your analysis, the results of the attitudinal survey based on an assumed representative sample of 30 kids has been stored in sheet Chip Preference.xls. These data consists of observations on the following four variables: Crunchy: Crunchiness perception

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    Strategic Positioning

    Strategic Positioning and Sustainable Competitive Advantage in Food Industry Abstract Purpose – This paper examines the concepts of sustainable competitive advantage (SCA) and strategic positioning (SP) and seeks to develop a framework on determinants of SP and SCA in the food industry following the case study approach. Design/methodology/approach – This paper analyzes the concepts of strategic positioning and sustainable competitive advantage and their interrelation. The qualitative study

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    Competitive Positioning

    Competitive Positioning: Ford Motors [Type the document subtitle] [This paper tries to analyse the competitive positioning of Ford on the basis of various business and strategic parameters which affects the profitability of Ford.] 2013 SilverSpark Microsoft 10/14/2013 EXECUTIVE SUMMARY: The company which is taken into consideration is Ford Motors which is an American multinational company. The study is about the company’s background, size, competitors, product life cycle, swot analysis

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    Advertising Positioning Strategy in the

    Advertising positioning strategy in the competition between Coca-Cola and Pepsi Cola during 1960s in the USA. To what extent is this important to current marketing strategy? Given Name: LANGQIONG Family Name: ZHANG Tutor: Matthew Group 22 Index Page ntroduction Introduction ntroduction............................................................................................. 3 Section 1: Advertising positioning strategy in competition between Coca-Cola and Pepsi Cola in 1960s in the USA

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    Positioning Survey

    Purpose of the survey The purpose of this survey instrument is to determine consumer perceptions of cell phone providers. Ultimately, the data will be used to determine potential positioning strategies for companies. Summary of Results The pretest of the survey indicated the need for several changes. First, there were a few changes that needed to be made for the survey. First, the ten point-scale was simplified to three points. Minor typographical errors were corrected, and questions that appeared

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    Positioning Strategy

    Positioning Strategy Positioning strategies can be conceived and developed in a variety of ways. They can be obtained from object attributes, competition, the various types of consumers involved, application, and the characteristics of the product class. Though all have a common objective of projecting favorable images, they all present different approaches in developing positioning strategies. Some approaches/requirements include: - Using product characteristics or customer benefits

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    Brand

    Brand positioning Focusing on 2 clothing brands “ZARA” and “H&M” ZARA Brief Introduction Zara is a Spanish clothing and accessories retailer based on Arteixo, Galicia. Founded in 24 May, 1975 by Amancio Ortega and Rosalia Mera. Zara needs just two weeks to develop a new product and get it to stores, compared to the six-month industry average, and launches around 10.000 new designs each year. Zara was described by Louis Vuitton Fashin Director Daneil Piette as “possibly the most innovative

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    Positioning Map

    Positioning Map Positioning refers to the perception of a product in the minds of consumer in relation to its competing product. Positioning map is a graphical device to study and analyze the positions or perception of each of a group of competing products in respect of two specific product characteristic. It is a basically a graph that represents the strength or extent of the two product characteristics on x and y-axis. To find relative position of different brands of cars in respect of customer

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    Brand Positioning Strategy Using Search Engine Marketing

    Dou et al./Brand Positioning Strategy RESEARCH ARTICLE BRAND POSITIONING STRATEGY USING SEARCH ENGINE MARKETING1 By: Wenyu Dou Department of Marketing City University of Hong Kong Tat Chee Avenue Kowloon HONG KONG SAR mkwydou@cityu.edu.hk Kai H. Lim Department of Information Systems City University of Hong Kong Tat Chee Avenue Kowloon HONG KONG SAR iskl@cityu.edu.hk Chenting Su Department of Marketing City University of Hong Kong Tat Chee Avenue Kowloon HONG KONG SAR mkctsu@cityu.edu.hk Nan

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    Ucb Bank Report

    the purpose of development of In-house Environment Management is at the final stage. PRODUCTS AND SERVICES PROVIDED BY UCBL: Here are the Serves and Products provide by United Commercial Bank Limited ✓ UCB Multi Millionaire ✓ UCB Money Maximize ✓ UCB Earning Plus ✓ UCB DPS Plus ✓ Western Union Money Transfer ✓ SMS Banking Service ✓ Online Service ✓ Credit Card ✓ One Stop Service ✓ Time Deposit Scheme ✓ Monthly Savings Scheme ✓ Deposit

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    Internship Report on Ucb Service Marketing

    BRAC Business School Internship Report On “Analysis of United CommercialBank‟s (UCB) Service Marketing” 1 Internship Report On “Analysis of United Commercial Bank’s (UCB) Service Marketing” Submitted to: Anahita Ahmed Lecturer BRAC Business School BRAC University Submitted by: Nazdia Sarwar ID- 07104094 Date of Submission :25th September, 2011 2 September25 ,2011 To Anahita Ahmed Lecturer BRAC Business School BRAC University Subject: Submission of Internship Report

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    Positioning

    Structured positioning and unstructured positioning is different and both are important. And both can be applied by same brand In unstructured, brand is positioned to prospect’s mind through telling a story with metaphors by analyzing the situation and purpose of consuming a brand, habits of consumers, competitors brand image, consumer’s character and timing of consumption etc .Here storytelling as an art plays an important role because it’s shape the perception of consumers for particular brand or product

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    Marketing Positioning

    drinks of Coca-Cola Co. to the BCG matrix, they would be Cash Cows. Target Market: Coca-Cola’s target market are young adults to middle aged people. They have been successfully dominating it’s target market for years. Positioning: Brand positioning is “the location that a brand occupies in the marketplace relative to its competitors” (page 120). Coca-Cola belongs in the attributes level because this level includes smells, tastes, textures and ingredients. 4 P’s (Product, Price, Place, and Promotion)

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    Brands

    Thesis in Marketing STRONG BRANDS How Brand Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by

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    Target Group and Positioning Strategies

    satisfy them (Ukessays.com, 2014). Positioning Strategies In order to become the world’s leading designer, marketer and distributor of athletic footwear, and accessories, Nike followed many strategies. First, Nike has very effort at designing product and has a strategy carefully to confirm own positioning. The marketing strategies that are Nike had used to promotion product and brand name in order to increase the reputation of the Nike to make Nike brand famous all over the world (Ukessays.com

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    Brands

    Brands have become a hot debate around the world, with the rising of people’s living standards. The brand is a symbol of the company's image, and a good brand is able to get a good reputation for the company to gain profits and can also improved employment problems. Brands make many problems in some ways, thus there is an argument about whether brands are positive or negative in society. This essay will provide several causes of branding’s important issue, and argue that why branding has the advantages

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    Brand

    Building strong brands in a modern marketing communications environment Kevin Lane Keller* E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH 03755, USA To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid

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    Brand Positioning

    Brand Positioning, Vision, and Loyalty Brand Identity and Marketing Communication: BUS 4033 Unit 1 Assignment 1 Heather Dowell I found that consumer loyalties are high in bath tissues, and toiletries such as toothpaste contact solutions, toothbrushes, and cleaners such as laundry detergents etc. The common brands among all the consumers in my survey were Bounty, Tide, ECO, Listerine, Crest, Clorox Bleach, and Charmin. I believe this is because of a comfort. When they explained

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    Brand

    * Chapter 15 * Brand * Brand Identity * Brand names, logos, positioning, brand associations ,brand tons and brand personality * Good first impression and evokes positive association * Brand Positioning * What business the company is in * What benefits provides * Why is better than the completion * Tool used for building brand Identity * Use a set of tool to strength * Project the brand image Strong brands exhibit * Owned word –name should trigger

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    Brand

    * Chapter 15 * Brand * Brand Identity * Brand names, logos, positioning, brand associations ,brand tons and brand personality * Good first impression and evokes positive association * Brand Positioning * What business the company is in * What benefits provides * Why is better than the completion * Tool used for building brand Identity * Use a set of tool to strength * Project the brand image Strong brands exhibit * Owned word –name should trigger

    Words: 675 - Pages: 3

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    Strategic Positioning

    Strategic positioning is an application companies use to sustain their competitive advantage by differentiating themselves from their competition or by offering similarities to their completion but in a different format. To implement strategic positioning 3 key principles are essential; 1.) The concept should be a one of a kind business (unique) with high quality and highly sought after products (valuable position) 2.) Identify what tradeoffs you are not willing to make- identify your niche and

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    Marketing Positioning

    In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of

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    Brand Positioning and Values

    3.0 BRAND POSITIONING AND VALUES 3.1 Bagman Brand Elements Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. (Kotler & Keller, 2012) The real challenge is to understand whether or not the consumers think and feel if they only know about these brand elements. For example, a brand name might reflect the whole company and

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    Brand Positioning

    Market positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the eyes of the customer. Once you see who you are, you can determine who you want to be. Traditionally, the people responsible for positioning brands have concentrated on points of difference – the benefits that set each brand apart from the competition. Such points of differentiation are, in many cases, what consumers remember about a brand. But points of differentiation alone

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    Evoe Positioning

    * EVOE SPRING SPA: A POSITIONING DILEMMA University of Maryland, College Park Cisco Systems: Launching the ASR 1000 Series Router using Social Media Marketing Section: ENTS 632 - 0201 "I pledge on my honor that I have not given or received any unauthorized assistance 21 April 2015 * I. STATEMENT OF POSITIONING PROBLEM FACED BY EVOE This case is set in August 2010, in Mumbai. The co-founders of Evoe Spring Spa have to choose a positioning strategy for their new business

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    Brand

    Introduction.........................................................................................................- 10 2.2 Brands .................................................................................................................- 10 2.3 Brand Advertising...............................................................................................- 13 2.4 Brand Equity .......................................................................................................- 14 2.5 Emotions

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    Marketing Positioning

    Guidelines for Assessment 3: Assignment: Creating, Communicating and Delivering Value Background Reading: You must read Chapter 9: Market Segmentation, Targeting and Positioning to understand the process of STP, before you attempt the assignment. Students relying on slides will find themselves confused. Spend time reading the chapter and ask your lecturer questions during consultation hours if you are not clear about any concept. Please do not email to understand theory. Choosing the watch/fast

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    Ucb Internship Report

    Slogan of UCB: "United we achieve" Mission: United Commercial Bank limited Always try to meet the demand of the customer and to Solve most of their expectations. Their main theme is to think from the bottom line of the customers mind to provide their comfort. Vision: United Commercial Bank Limited wants to be the market leader in the local banks in Bangladesh. Their target is to be the highest profitable bank in local banking sector. Organization Authority Chart in UCB, Banani

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    Brand Positioning

    APPLE positioning statements for Apple “Technology shouldn’t be intimidating or frustrating. We make it simple enough so you can be engaged right away, do more and get more, with every Apple product you are use. "To make a contribution to the world by making tools for the mind that advance humankind." Apple's brand position has evolved, but today's brand is still consistent with these early promises. Apple has a branding strategy that focuses on the emotions. The starting point is

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    Brand Positioning Strategies

    BRAND POSITIONING EVOLUTION—Positioning is the last step in the marketing strategy formulation. Marketing strategy begins with identification of market segmentation and later choosing a target for marketing activity. The term ‘position’ in a physical sense is used to refer to or specify the place or location of an object. The marketing battle is not fought for acquiring a geographical unit but to win customers or market share. Retailers or the end users are usually the targets of the marketing

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    Market Positioning

    | Positioning refers to “target consumer’s” reason to buy a brand in preference to others. Whereas, Psychographic segmentation involves dividing market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows the firm to engage in product design and marketing in a focused manner. And positioning helps an organization portray its customers what

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    Strategy and Positioning

    Strategy and positioning paper Dan Goodman, Joel Queenan, Dean Sitzler MKT/421 December 22, 2015 Mr. Peter Francis Strategy and positioning paper For any firm to be successful in the business world it needs to have a plan and it needs to appropriately position itself within the market in which it operates. These plans are part of the strategic planning process that occur within an organization and invariably incorporate the skill sets of an effective marketing team. “Marketing is the activity

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    Brand

    Positioning theory it is a very good tool to help mangers in the marketing mix decision. Looking at the maps above a manager could get a lot of ideas of what the brand should target. Looking at the first map it is quite clear that snickers is a brand with low price and low quality compare to other chocolate bars and compare to other chocolate confectionaries. This is also a good picture of customers buying behaviour, which gives the manager an idea to target people that look for value for money

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    Lc Report on Ucb

    by them, we have been able to draw a vivid idea about the modus operandi of L/C. In this report, we have provided all the necessary information regarding L/C. 1.2 History and Company Overview UCB is today one of the leading private commercial bank in Bangladesh. Starting its operation in mid 1983 UCB has been able to establish one of the largest networks of 84 branches as on 31.12.2006 among the first generation banks in the private sector. With its firm commitment to the economic development

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    Brand Positioning

    Introduction: In their 1981 book, Positioning: The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. Regular use of the term dates back to 1972 when the same authors published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning became a key aspect of marketing

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    Brand

    advertising went off air for a month and a half after Diwali, following the controversy. Consumers seemed to ignore their chocolate cravings. As a brand under fire, in October itself, Cadbury's launched project 'Vishwas' - a education initiative covering 190,000 retailers in key states. But what the company did in January 2004 is what really helped de-worm the brand. By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury's revamped the packaging of Dairy Milk. The metallic poly-flow

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    Brand

    B R A N D P L A N N I N G : E - A RT I C L E K E V I N L A N E KE L L E R 1 eARTICL BRAND PLANNING by Kevin Lane Keller < CONTENTS PAGE E eARTICL BRAND PLANNING by Kevin Lane Keller E. B. Osborn Professor of Marketing Tuck School of Business Dartmouth College A Shoulders of Giants p ublication info@SOGiants.com | w ww.SOGiants.com E Published by Shoulder of Giants info@SOGiants.com All text © Shoulder of Giants 2009 The work (as defined below) is provided

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    Disney Positioning

    Introduction I am appointed by World Disney as a consultant to recommend marketing strategies for the year 2005. In this report I have discussed the History of the organization, SWOT analysis, strategic marketing goals, consumer behavior, targeting, positioning, product, pricing, channel, and promotional strategies followed by the recommendations. 3 History of the case Walt Disney was established in early 1920s by two brothers Walt and Roy Disney. Disney created its first character Mickey Mouse

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    Positioning

    com/loi/rjsm20 Competitive positioning and the resource-based view of the firm a a Graham Hooley , Amanda Broderick & Kristian Möller a b Aston Business School, Aston University, Birmingham, B4 7ET, UK b Department of Marketing, Helsinki School of Economics, Runeberginkatu 14–16, Helsinki, FIN-00100, Finland Available online: 28 Jul 2006 To cite this article: Graham Hooley, Amanda Broderick & Kristian Möller (1998): Competitive positioning and the resourcebased view of

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    Market Segmentation, Targeting, and Positioning

    CHAPTER 8 Market Segmentation, Targeting, and Positioning CHAPTER OVERVIEW Chapter 8 shows different approaches that companies can take to a market in order to best serve customer and company needs. It begins with a brief overview of three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that

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    Brand

    Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary

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    Brand

    A brand orientation typology for SMEs: a case research approach Ho Yin Wong and Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness

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    Brand Positioning

    Essay 4 Key drivers of product positioning: Image: Key factor that boosts the ego of the user thereby adding to the ‘feel good’ factor. Value: This is the core indicator of brand positioning. Price: This is an extremely important factor while positioning a product especially in price sensitive markets such as developing and emerging markets. Features: This is one of the most imperative factors to be taken into account while positioning a brand or a product as it is directly linked to driving

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