Category: Brand

The Nike Brand Success and Phil Nights Leadership The history of the brand Nike that has millions of customers all over the world began with an investment of 500$. The founder of the Nike brand sold the first pairs of shoes from the back of his car. In the next paragraphs, the specific ways of…

Kingsford Charcoal Brand of Clorox Corporation The case study considers the $350 million Kingsford Charcoal brand of Clorox corporation. Kingsford has been the dominant charcoal brand in the USA, where charcoal is used widely for grilling outside during the warm seasons (Narayandas & Wagonfeld, 2006). Two main grilling methods in the USA are charcoal and…

Examination of Corporate Responsibility in the Chiquita Brands Case Corporate responsibility and ethical issues connected to blackmailing can become serious complications for numerous companies operating in countries with paramilitary organizations. Given the threats from such terrorist groups and the lack of support from the law enforcement agencies, enterprises are often required to make controversial decisions…

Guiding a New Brand of Hiking Boots Through the Growth Stage When a new product enters a market, it is vital to make sure that its growth stage is managed professionally and a proper and effective strategy is selected. Regardless of this products uniqueness and quality, it usually takes a lot of effort to advertise…

Ice-Fili Companys Brand Introduction A medium-sized Russian ice-cream producer, Ice-Fili, is still a middle store. The company is dominating the Russian top ice-cream production. However, according to Bernard Koopmanss market share targets, the company does not have a stable dominating market share. The company only boasts of 4.3% market share which is very low considering…

The Under Armour Brand Management Introduction Kevin Plank, a former University of Maryland football player, founded Under Armour in his basement. Under Armour manufactures athletic gear and accessories, recognized for its performance fabrics: equipment designed to drain moisture away from the body, regulate body temperature and improve comfort regardless of weather or activity level. Under…

Frito-Lay Inc.s Take-Over of Cracker Jack Brand Case Recap Frito-Lay is a well-known manufacturer of snack chips throughout the world. It is the leading selling brand of chips in the United States. Their major brand includes Doritos, Raffle, Tostitos, Cheetos, Sun Chips, and Funyuns. Lynne Peissig being the vice president and general manager of the…

McDonalds Marketing and Branding Table of Contents Global Marketing Consumer Behaviour Targeting Brand Pricing Distribution Advertising Digital Marketing Marketing Planning Global Marketing McDonalds promotes a single brand with common characteristics in markets around the world. This is the largest fast-food chain, which is represented all over the world. McDonalds occupies a leading position in the…

Branding: Value Case of Coca-Cola Vietnam A strong brand is one that has high recognition and a positive reputation among consumers. Companies such as Starbucks, Nike, and Apple have achieved this by consistently delivering high-quality products and services and by effectively communicating their brand values and message to consumers, yet not all brand extensions are…

Colgate: The Brand Success History The No. 1 toothpaste company on the Russian market, Colgate, has existed for more than two centuries. Now its net income for the quarter exceeds billions of dollars (Colgate-Palmolive, n.d.). The appearance of toothpaste on the market in history contributed to the first step toward the companys global success. The…