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Cases on Branding Strategies and Product Development

Book Description

The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace. Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Preface
    1. OVERVIEW
    2. PRESENT STATUS OF BRANDING RESEARCH
    3. CASE STUDY METHOD OF TEACHING
    4. RELEVANCE OF THE BOOK
    5. ORGANIZATION OF THE BOOK
    6. REFERENCES
  8. Acknowledgment
  9. Learn Branding through Case Studies
    1. INTRODUCTION
    2. CASES OF SUCCESS AND PITFALLS IN BRANDING
    3. BRANDING CHALLENGES
    4. OVERCOMING THE BRAND CHALLENGE
    5. LESSONS LEARNED FROM THE CASE STUDIES
    6. HISTORY OF CASES STUDIES IN TEACHING LEARNING PROCESS
    7. USE OF CASES TO UNDERSTAND BRANDING CONCEPTS
    8. CASE METHOD IN BRAND MANAGEMENT
    9. TYPES OF CASES
    10. METHODS OF USING CASES
    11. ROLE OF STUDENTS
    12. REQUIREMENTS OF CLASSROOM DISCUSSION
    13. PROBLEMS IN LEARNING BY CASE STUDY METHOD
    14. REFERENCES
  10. Chapter 1: A Case-Based Identification of Internal and External Issues for Branding Strategies
    1. ABSTRACT
    2. INTRODUCTION
    3. BRAND: DEFINITIONS AND ITS ROLES
    4. BRANDING: A HISTORICAL OVERVIEW
    5. DEVELOPMENT OF BRANDING CONCEPTS VIS-À-VIS INDUSTRIAL DEVELOPMENT
    6. BRANDING: A REVIEW OF LITERATURE
    7. GENERATING FRESH INSIGHTS TO BRANDING STRATEGIES
    8. THE CASE OF SHAHNAZ HERBALS
    9. CASE ANALYSIS
    10. CONCLUSION
    11. REFERENCES
    12. KEY TERMS AND DEFINITIONS
  11. Chapter 2: Promoting Bucovina's Tourism Brand
    1. ABSTRACT
    2. THE TOURISM IN BUCOVINA
    3. BRAND AND TOURISM BRANDING
    4. PROMOTING THE TOURISM BRAND OF BUCOVINA
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  12. Chapter 3: Branding and Brand Management
    1. ABSTRACT
    2. ORGANIZATION BACKGROUND
    3. MEDIA STRATEGY
    4. AMUL ACHIEVEMENTS
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  13. Chapter 4: Service Branding through Quality Practices in Public and Private Telecommunication Organization
    1. ABSTRACT
    2. INTRODUCTION
    3. ORGANISATION BACKGROUND
    4. SETTING THE STAGE
    5. CASE DESCRIPTION
    6. CURRENT CHALLENGES FACING THE ORGANIZATION
    7. CONCLUSION
    8. SOLUTIONS AND RECOMMENDATIONS
    9. MANAGERIAL IMPLICATIONS
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  14. Chapter 5: The Importance of Supply Chain Management in Positioning and Creating Brands of Agro-Based Products
    1. ABSTRACT
    2. ORGANISATION BACKGROUND
    3. BUSINESS SERVICE
    4. ORGANISATION STRUCTURE
    5. MARKET ASSESSMENT
    6. FINANCIAL STATUS
    7. STRATEGIC PLANNING
    8. TECHNOLOGY TRANSFER
    9. NATIONAL PROGRAMME STRATEGIES (SUSTAINABLE PALM OIL)
    10. CASE DESCRIPTION
    11. SOLUTIONS AND RECOMMENDATIONS
    12. CONCLUSION
    13. REFERENCES
    14. KEY TERMS AND DEFINITIONS
    15. ENDNOTES
  15. Chapter 6: Building and Development of Dairy “Dana” Brand
    1. ABSTRACT
    2. COMPANY OVERVIEW
    3. CHARACTERISTICS OF THE DAIRY PRODUCTS MARKET AND MARKET ENVIRONMENT
    4. DAIRY PRODUCTS MARKET SEGMENTATION
    5. COMPETITIVENESS OF DAIRY PRODUCTS
    6. SWOT ANALYSIS
    7. DAIRY PRODUCT
    8. SOLUTIONS AND RECOMMENDATION
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  16. Chapter 7: Simply Food
    1. ABSTRACT
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLENGES FACING THE ORGANIZATION
    6. SOLUTIONS AND RECOMMENDATIONS
    7. ACKNOWLEDGMENT
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
    10. ENDNOTES
  17. Chapter 8: Branding and New Product Development
    1. ABSTRACT
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLENGES FACING THE ORGANIZATION
    6. SOLUTIONS AND RECOMMENDATIONS
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  18. Chapter 9: Factors Influencing the Buying Behavior of Female Consumers with Reference to Top Three Brands of Make-Up Cosmetics in Pune City
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. OBJECTIVES OF THE STUDY
    5. RESEARCH METHODOLOGY
    6. DATA ANALYSIS AND INTERPRETATION
    7. FINDINGS
    8. CONCLUSION
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  19. Chapter 10: A Case Study on Pitfalls in Branding of Boroline
    1. ABSTRACT
    2. INTRODUCTION
    3. BRAND BUILDING IN FMCG
    4. ORGANIZATION BACKGROUND
    5. BRAND BOROLINE
    6. CHALLENGES FACED BY THE BRAND
    7. PITFALLS IN BRANDING ‘BOROLINE’
    8. STRENGTH OF THE COMPETITORS
    9. BRAND VALUE OF BOROLINE.
    10. MILESTONE OF BRAND BOROLINE
    11. SUCCESS TO DOWNFALL
    12. ACHIEVEMENTS OF BOROLINE
    13. RECOMMENDATIONS
    14. CONCLUSION
    15. REFERENCES
    16. KEY TERMS AND DEFINITIONS
  20. Chapter 11: Managing Brand Portfolio in a Crisis
    1. ABSTRACT
    2. DEFINITION
    3. BONDET COMPANY
    4. GLOBAL PHARMA MARKET
    5. PHARMACEUTICAL MARKET IN EGYPT
    6. SWOT ANALYSIS
    7. MARKET STRUCTURE
    8. CONSUMPTION
    9. PRODUCTION
    10. COMPETITIVE STRENGTHS AND CAPABILITIES
    11. OPPORTUNITIES
    12. OUTLOOK
    13. PRICING
    14. STRONG POLICY GUIDELINES
    15. BONDET CO. IN EGYPT
    16. SONALFEN AND SONAGEN BRANDS
    17. SUCCESS STORIES
    18. THE DILEMMA
    19. ACKNOWLEDGMENT
    20. REFERENCES
    21. KEY TERMS AND DEFINITIONS
    22. ENDNOTES
  21. Chapter 12: Ariika Bean Bags
    1. ABSTRACT
    2. ORGANIZATION BACKGROUND
    3. ORGANIZATION STRUCTURE
    4. ARIIKA'S MARKETING MIX
    5. TARGET MARKETS
    6. UNITED ARAB EMIRATES (UAE): COUNTRY OVERVIEW
    7. SAUDI ARABIA (SA): COUNTRY OVERVIEW
    8. ARIIKA MOVING FORWARD
    9. ACKNOWLEDGMENT
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  22. Chapter 13: Semiotics of Brand Building
    1. ABSTRACT
    2. ELEPHANT IN THE ROOM
    3. DIFFERENT KETTLE OF FISH
    4. TALKING TURKEY
    5. THE DUCKS IN A ROW
    6. GUNSHOT STARTLES A HEARD OF ANTELOPE
    7. RISE LIKE A PHOENIX
    8. CART AFTER THE HORSE
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  23. Chapter 14: Sensory Branding
    1. ABSTRACT
    2. INTRODUCTION
    3. ORGANIZATION BACKGROUND
    4. CASE DESCRIPTION
    5. SENSORY BRANDING: BRANDING WITH SENSES
    6. EXPERIENCING BRANDS WITH FIVE SENSES
    7. OLFACTORY BRANDING
    8. GUSTATIVE BRANDING
    9. TACTILE BRANDING
    10. SENSORY BRANDING: IMPACT ON RESPONSE AND RETENTION
    11. BRANDING INITIATIVES BY FIRMS
    12. CONSUMER’S SENSORIAL INVOLVEMENT
    13. EMOTIONAL ATTACHMENT WITH BRAND
    14. SENSORY BRANDING AND MARKETING STRATEGIES
    15. CONCLUSION
    16. CLOSING CASE: APPLE USES SENSORY BRAND MARKETING
    17. CURRENT CHALLENGES FACING THE ORGANIZATION
    18. SOLUTIONS AND RECOMMENDATIONS
    19. REFERENCES
    20. KEY TERMS AND DEFINITIONS
  24. Conclusion
    1. CASE 1
    2. CASE 2
    3. CASE 3
    4. CASE 4
    5. CASE 5
    6. CASE 6
    7. CASE 7
    8. CASE 8
    9. CASE 9
    10. CASE 10
    11. CASE 11
    12. CASE 12
    13. CASE 13
    14. CASE 14
  25. Compilation of References
  26. About the Contributors