first national bank case study

Topics: Brand, Branding, Brand management Pages: 17 (4107 words) Published: October 16, 2013
 Contemporary Brand Management

Assignment

Student id- c7080650

Course-BA [Hons] business and management.

List of Contents Page

1. The Brand……………………………………………………………………

1.1 what is a brand?
1.2 Audi: commodity, product, company, Brand?
1.3 Audi : Major Characteristics.
1.4 Brand Architecture of Audi.

2. Brand Positioning…………………………………………………………...

2.1 Theoretical Approach.
2.2 Positioning Statement of Audi.
2.2.1 Positioning statement in comparison with competition.

3. Audi- Brand Analysis………………………………………………………………………

3.1 Brand Equity
3.2 Brand Identity
3.3 Brand Image
3.4 Brand personality
3.5 Brand Pyramid

4. Special Interest…………………………………………………………………………………

4.1 Global Branding.

5. Recommendations………………………………………………………………………….......

Bibliography…………………………………………………………………………………….

Appendix…………………………………………………………………………………………

1. The Brand

1.1 What is brand?

A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand. When working on branding, or building a brand, companies that are using web pages and search engine optimization have a few details to work out before being able to build a successful brand. Coordinating domain names and brand names are an important part of finding and keeping visitors and clients, as well as branding a new company. Coordination of a domain name and brand names lends identification to the idea or image of a specific product or service, which in turn lets visitors easily discovery the new brand. Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.

1.2 Audi: commodity, products, company, brand?

differentiates between a brand and a commodity by stating that “Branding is associated with added costs in the form of marketing, labelling, packaging and promotion. Commodities are ‘unbranded’ or undifferentiated products. distinguish the difference between a product and a brand, by saying, that a product “is anything that meets the functional [tangible] needs of customers”. In this context, one can say that a commodity represents basic, unbranded products such as Steel or other raw materials. However, products represent the next level, in this case it is automobiles. As a result, the brand level, which has intangible benefits, is represented by a particular brand in the automobile industry.

However, Audi is a company brand which means, that the “name of the company identifies the brand”. This view is supported by Kapferer (2004, p.5) and Olins (2008, p.52) who both state that the corporate name is used at the same time as the name of the brand.

1.3.AUDI – major characteristics
Audi is the jewel of the crown within Volkswagen group as well as the...

Bibliography: (Kapferer, 2004, p.308)
As a source brand, Volkswagen acts as the “parent brand” of the other brands
Figure 2 – Source Brand Strategy
(Kapferer, 2004, p.304)
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