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Starbucks
The keys for success for Starbucks were the innovative approach towards drinking coffee. Originally, coffee was regarded as a tradition, which rooted in the cultural backgrounds of the European elite. Starbucks positioned coffee as a product which is available for everyone at any time, at any place. The brand values of such approach made the Starbucks well known all over the world, and the values, which are represented by such approach, are the positioning as the most trusted brand in the world. As for the matters of source equity, it should be emphasized that such equity is based on brand extension premises. Thus, there is a strong potential for the further development of the brand, and the marketing activity of the Starbucks network.
Global Brand
A word class global brand requires that the brand be recognized on several continents. Originally, Starbucks is well known in the USA and Europe, while Asia, Latin America, and major part of Eastern Europe are not filled sufficiently with the representatives of the Starbucks cafes. Therefore, Starbucks needs to provide the further extension of its network for becoming a world-brand.
The company will have to provide the necessary changes for the marketing strategy, and make it precisely oriented for the target audience in various countries for the further extension of the network. In the light of this fact, the largest challenges are closely associated with the matters of becoming a global brand is the extensive orientation of the marketing campaign for the American market. Originally, it provides the successful marketing on the North American continent; on the other hand, it prevents Starbucks from becoming a global brand.
Andersen Consulting and Accenture’s brand
Andersen Consulting brand equity in the late-1990s may be characterized as the professional, effective and potential branding strategy, which caused the steady development of the company, the further extension of the branding campaign. As well as the marketing activity, as well as the merging with the other companies, for the unification of the efforts in promoting the brands such as Blue Martini Software.
As for the matters of building this equity, it should be emphasized that factors and decisions, which promoted it, are associated with the courageous marketing policy and branding strategy, which originated the necessary background for developing the marketing potential of the brand. Thus, the company has an opportunity for the further development and extension of the brand equity.
Red Bull
The comparison of the Accenture’s brand equity to those of Andersen Consulting generally entails the matters of financial and consumer based equity. Originally, these matters are closely associated with each other, as correct financial investment attracts more customers, and customers are the origin of the financial incomes. The fact is that, these two companies have realized this basic principle, and act in accordance with the principles of branding opportunities, which are required on the markets, within which these companies operate. Consequently, the necessary potential, as well as the required dynamics of the development are equal for both companies.
Red Bull’s sources for brand equity are the financial and consumer based principles. The fact is that, these are the most effective sources for the brand equity, as originally, they do not change depending on the origins of a country or the particularities of the market.
Red Bull, as the world brand does not have any necessity to orient its branding policy for the brand extension, as the awareness of this brand is high enough all over the world among the target audience of the marketing campaign. Originally, sponsorship for the sports events and sponsorship of some independent sportsmen provide the sufficient awareness level. Thus, the sources of the branding equity do not change, as the love for the sports and extreme events is constant among the target audience of the company of all over the world.
Red Bull’s marketing program is generally featured with the extensive and professional branding strategy. Originally, a store expansion strategy is unsuitable for Red Bull; consequently, there is strong necessity to resort to the strict principles of targeting the audience in accordance with the principles of brand positioning.
The brand equity principles should correspond with the positioning strategies. Consequently, Red Bull is oriented at the active part of the youth audience – the young people who are interested in sports and activity, thus, consumer’s attitude strength toward the product is closely associated with the brand, as Red Bull is the product is closely associated with the audience, it is targeted at.
Yahoo Brand
The source of equity for the Yahoo brand may be described as the evolving, and of various origins, which have been changing since the time of Yahoo foundation. The financial equity source, which is generally regarded as the basic principle of positioning a brand was used during the initial period of the company’s existence. Then, when the diversification of the company’s activity started, the orientation was changed for the brand extension equity. Thus, as Keller (2002, p. 238) stated:
A successful brand can be used as a platform to launch related products. The benefits of brand extensions are the leveraging of existing brand awareness thus reducing advertising expenditures, and a lower risk from the perspective of the consumer. Furthermore, appropriate brand extensions can enhance the core brand. Nevertheless, the value of brand extensions is more difficult to quantify than are direct financial measures of brand equity.
In the light of this fact, it should be stated that brand extension source of equity is now used as the central.
Originally, the marketing program is the key for success. As for the history of Yahoo’s success, it should be stated that that the equity of the Yahoo brand originated the extensive development and evolution of the branding strategy, consequently, there is strong necessity to mention that the contribution of the branding strategy into the allover success may be regarded as the part of the marketing principles and operating strategy. Thus, the changes, which may be recommended for the Yahoo Company, will not cause the improvement of the branding strategy, as the time and experience have made it perfectly suitable for the existing business environment
MTV
MTV brand image is positioned in accordance with the principles of targeting the audience. It is the brand for the youth and the brand of a pop culture. The brand associations are the show business itself, entertainment and high life, consequently, the branding position, as well as the sources of equity are regarded to be closely linked with the matters of its core values, which should be the easiness of life, bohemian entertainments and way of life in general.
References
Keller, K. 2002. Best Practice Cases in Branding. Prentice Hall.
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