Analysis of umbrella branding

Analysis of umbrella branding The 1980s witnessed a revolution in the understanding of the working of the brands. Marketers describe brands as a mirror image of customers own personalities, so that customers can relate to their products well. In fact the unique aspect of the modern marketing has been that it has focused upon the creation of differentiated brands and using them as weaponry for initiating multi-level attacks on the opposition. Market research has been used as a marketing tool to help recognize and develop the bases of brand differentiation. A brand not only identifies a product but also its sources. Along came brand extension. At present brand extension strategies and policies are widely engaged because of beliefs that they build and communicate strong brand positioning, amplify profitability and enhance awareness. Brands are often extended beyond their initial categories to incorporate new product categories. Research has proved that the success of brand extension depends on the transfer of parent brand awareness and associations to the extension. The transfer of these quality perceptions is the key in umbrella branding. An umbrella brand is a type of brand that covers various kinds of products which are more or less related. It applies also to any company that is identified only by its brand and the brand history. It is contrasted with individual branding in which each product in a portfolio is given an exclusive brand name and identity. An umbrella brand is an overarching brand used across multiple products which are related to each other. Another name for umbrella branding is family branding. Time and again economies of scope are related with umbrella branding since multiple products can be proficiently promoted with a single advertisement or campaign. This type of branding facilitates new product introductions by providing a familiar brand name, which can lead to product acceptance, trial purchase and other advantages. Umbrella branding may impress on the brand owner a superior burden to sustain constant quality. If the quality of even one of the products in the brand family is compromised, it could have an impact on the reputation of all the others. This is a major reason why umbrella branding is generally limited to product lines that consist of products of similar quality. Umbrella branding is extensively practiced. The umbrella brand and individual brands are compared to an Indian family, where in umbrella brands like the Indian family, the father is the head, looking over the children (individual brands). When they grow up and become independent, they hold the umbrella for the family. On the other hand the individual brands are like a western family, who grow up fast and leave the family behind. EXAMPLES OF UMBRELLA BRANDING: Amuls strategy of using umbrella branding has really paid off. Amuls marketing and advertising spend has never exceeded 1% of its revenues. Most of the other food companies spend 6-7% of their revenues on advertising and marketing. They are not big spenders compared to Nestle or Britannia. Despite a limited budget, Amuls creatives in the form of: 1) Billboards or 2) The Taste of India campaign have always managed to remind a larger-than-life brand feel, reliability and spirit of Indian culture in a modern way. Hindustan Unilevers beverage brands have been combined under two umbrella brands Brooke Bond and Lipton. In the fabric wash category, it has retained only Surf, Rin and Wheel. With time HUL has withdrawn its brands such as Nihar, Dalda, 501 and Sunlight; it plans to extract some more brands and put them under a few umbrella brands. HUL is currently focusing on its 35 power brands. Nivea the cosmetics brand has its presence in a huge number of product categories and countries. Niveas performance impelled a yahoo.com news article to name it the Queen of Mega Brands. This title was appropriate since the brand was present in over 14 product categories and was available in more than 151 countries. Nivea was reportedly believed to be a brand of local origin having been present in them for many decades. This fact went a long way in helping the brand attain the leadership status in many categories and countries. According to analysts, the brand was the single largest factor for the 4.6% increase in the companys revenues and 10.8% increase in after-tax profit. Beiersdorf never tried to change the umbrella branding of Nivea and got prolific results. PROCESS OF BRAND EQUITY BRAND EXTENSIONS A company may use its existing brand name to launch new products in other categories. Honda uses its name to market various products like automobiles, snowmobiles, motorcycles and lawn mowers. This allows Honda to advertise that: It can fit six Hondas in a two car Garage Godrej now features its name on soap, lotion, shampoo, conditioner, locks, shower gel, raw chicken, almirahs, etc. The latest trend in corporate brand building is that corporation is licensing their names to manufacturer of a wide range of products from bedding to shoes. Brand extensions also involve risk. The new product might disappoint buyers damage their respect for the companys other product. The brand may lose its special positioning in the consumers mind due to dilution. When consumers no longer correlate a brand with highly similar products or a special power Dilution occurs. History of Brand Extension Brand extension is being used since a long time and is not a recent phenomenon. It has been prominent since a long time in the luxury goods sector. India has been fortunate enough to always have big business houses like Godrej, Tatas, and Birla who have always pushed newer and varied products under one Brand Name. Tata From Steel to Cars Godrej -From locks to Farm fresh Chicken Ambanis after decades of distinction in Industrial chemicals have now entered into telecom and power sector. WHY EXTEND THE BRAND? Innovation allows the brand to remain up-to date, allows a company to achieve a competitive advantage over the other and demonstrate a continuous attentiveness to the changes in customer taste. Also a major factor in brand extension is the cost of advertising. BRAND EXTENSION: HOW? There are two preparatory stages, before setting any practical extension. The first is the exploratory stage- It probes all the memories and the associations that the people have in their minds with the brand. This stage helps in assuming as to which products would be compatible with the brands meaning. Second study phase- New products ideas are tested. A decision cannot be made on the basis of this information alone. Strategic decisions lead to brand extensions. It also involves factors linked with marketing, finance, human resources and production. It cannot be over-emphasized that extension cannot be contemplated without the complete knowledge of the brands attributes. Why Brand Extension Fail? The various reasons why the effort of brand extension can fail are that the strategy presupposes one or more assumptions. Assumption one: It will help get trial / sell the new product. This need not be unavoidable, even if it is reasonable. The extension of the brand name will help to get trial only if it is seen to Add Value to the new product. Example, when Nirma introduced toothpaste -many consumers who saw a value in Nirma washing powder, did not find it in the toothpaste. Assumption Two: It will help to reinforce the existing product. A brand extension can easily achieve this, but only if the new product incorporates a truly New Idea. Example, the Apple computers brand was actually enhanced by the introduction of the iPod MP3 Player but this was a result of the iPod being a sensationally new idea. The Apple brand could not have achieved this, if the iPod was just another regular MP3 player. Assumption Three: The brand equity will ensure ready recognition in the new category. A common assumption is that the brand has enough Stretch to carry its strength into a new category. Example, Bournvita was unable to extend its strength to biscuits from a health beverage. One of the most critical weaknesses in many Brand extension initiatives is that they start with the marketer and not the consumer. Brand Extensions will succeed only when they research and have a Consumer Connect. Guidelines for Brand Extension Guideline One: Extend a strong Performance Characteristic Association. This is the simplest level at which to begin. Amul stands for pure milk. Indeed it is likely that to many consumers, Amul is milk. Therefore, it is easy to extend the brand from wet milk, to butter, to cheese, to dairy whitener, and recently, to ice cream. However, with pizza, Amul may now be moving just a bit too far from the core milk association. Does the consumer think Pizza = cheese (=milk) or is Pizza = baked food? Guideline Two: Extend a strong Benefit Association. Fair Lovely owns the skin fairness benefit strongly enough to extend the brand from the original fairness cream to a lotion to a soap to an under-eye cream. Guideline Three: Extend an association with a Consumer Attitude or Belief. Nike and its swoosh stand for pushing oneself beyond the limit and an individualistic attitude so the brand appeals to those who share this view and who wear the brand as a badge: in sports shoes, sports goods, bags, casual wear, even watches. Guideline Four: Extend the brand based on Brand Essence. There are also several watch-outs to note before extending brands. Watch-out One: Is your brand extension sending out contradictory signals? This could be happening in the case of Nivea, where after offering skin-care products for women for years, a range of mens toileteries was introduced under the same name. Bad idea. Watch-out Two: Is there any link to the brand extensions or is it merely a convenient, available name thats being used? Maggi came into India with 2-Minute noodles a hearty, anytime snack. Since then the Maggi brand has been extended to sauces, soup cubes, even pickles. There is nothing that holds this set of products together. Is it surprising that the extensions are not resounding successes? Watch-out Three: Check the interpretation of the link across extensions. Dettol was the ubiquitous antiseptic liquid (and then cream). When the brand was first extended to soaps, the antiseptic property was interpreted to mean care and Dettol was launched as The Love and Care Soap. It did not work. Today, many years later, Dettol soap offers protection a more realistic interpretation of the antiseptic property, and the soap is doing far better. A few umbrella brands or individual brands? According to experts, independent brands only make sense when the product clearly has a different proposition from the company brand; like Lexus from Toyota and Swatch from Omega. In the case of Asian Paints, there were so many sub-brands, there was a reduction of media weights for advertising each entity. Then, the company shifted to a brand-centric portfolio, which involved a change of logo, product names, packaging and advertising. But the response from the trade and consumers has been positive, overall brand synergy and shop presence have increased, and the advertising is more effective. Most probably in near future the media environment will make it impossible to create newer brand names and the conditions at the consumer level, as well as the environment. So unless the product is clearly different in the mind of the consumer, umbrella branding is the way to go. Umbrella brands are going to rule! Nestle SA , the worlds leading food manufacturer and the market leader in both coffee and mineral water, produces a wind range of products including prepared dishes and cooking aids, milk-based products, cereals, instant coffee, pharmaceuticals and baby foods. Nestle SA is a publicly owned company, with subsidiaries across the world. It website addresses in 104 countries. It is also the world largest food and beverage company with $71 billion in annual sales and almost 230,000 employees around the world. It markets some 8000 brands that include instant coffee. Remarkably, its products are sold in every country in the world, including in North Korea. Nestle coat of arms, the birds nest, which refers to his name, has become a symbol for the products being a safe care for their consumer product safety and quality. Research and development based innovation capacity and strong brands are priority for Nestle.

Differences and Similarities between 1984 and Brazil Stories Essay

The 1984 novel by Orwell portrays a perfect totalitarian society considered the most extreme realization imaginable modern government with absolute power. The Brazil story, Sam as the central, character is inspired by George Orwell’s novel 1984. Both the novels portray a state in which the government monitors and controls all human life aspects to the extent of having a disloyal thought against the law. The presence of bureaucratic governments in both stories reveals that everything is under control, and everyone is watched. Likewise, the main characters in both stories are protagonists of their governments and exhibits similar thoughts, actions, and personalities. The similarities between Winston Orwell (1984) and Sam Lowry (Brazil) mentions their lives as both live in pathetic little flats. Also, they both work for the government that controls news and records and finds their jobs monotonous but they don’t want promotion but the both love their jobs. Another similarit y between the two characters mentions that they both try to destroy the government that employs them. Sam develops a negative attitude of destroying his government after meeting Jill. Likewise, Winston secretly wants to corrupt his government beginning of 1984. Also, the protagonists rebel against their governments because they are entangled in love with women. They are both caught with women in similar circumstances. They were both lying on the bed after lovemaking session and they are alerted by a sound of people rushing in their rooms. As such, both couples are caught in bed under similar circumstances by their authorities and end up being tormented. Likewise, the reason for destroying their governments is because of love for the two women. There is also similarity in the way these two heroes dealt with their government. Sam is caught by betrayal by his two best acquaintances, similar to Winston who is caught by betrayal and deceit. The major differences between the protagonists are that the love Sam as for Jill is genuine while Winston is driven by lust. The main reason why he wants to sleep with Julia is because he loves the corrupt nature of the relationship. As such, Winston betrays Julia while Sam never betrays Jill. During the torture in their respective ministries, Winston is mostly worried by his torture, and he begs for stop and asks the authorities to torture anybody else, Julia included. However, Sam is concerned about Jill during his torture, and when he learns of her death, he still dreams of her. After learning of the death of Jill during his arrest, he dreams of being rescured by Tuttle and moving towards the countryside with Jill (Gilliam, 1996). As such, Sam doesn’t lust for Jill or because he wants to break the law. Jill is the girl of his dreams and he has no ill intentions for his government. Also, Winston, through his thoughts, had begun to deviate that would lead to his torture and d eath. However, Sam had not intentions of betraying the government, yet it turned out that way. In terms of government, the two stories criticize two forms of government. Gilliam tries to satirize capitalism while Orwell satirizes fascism and socialism (Radford, 1984). References Gilliam, T. (1996). Brazil: The Criterion Collection Director’s Cut, The Voyager Company 1985, Irvington, New York. Radford, M. (1984). Nineteen Eighty- Four (1984), Polygram Home Video, Chatsworth, California. Source document

Holistic Care Nurse

The name and other identifying information about the patient included within this piece of work have been changed to protect confidentiality, as required by The Code of Professional Conduct (Nursing and Midwifery Council, 2008). For this reason, the patient included in this case study will be given the pseudonym of Sam Jones. The purpose of this assignment is to identify one client problem and provide an evidence-based plan of care for the individual. The purpose of care planning is to show a logical and systematic flow of ideas through from the initial assessment to the final evaluation (Mooney and O'Brien, 2006).The nursing model that will be incorporated in this care plan will be the Roper, Logan and Tierney's model (2000). This model was chosen because is it extremely prevalent in the United Kingdom and is the most widely used model familiar to nurses. The model of nursing specifies 12 activities of daily living which are related to basic human needs and incorporates five dimensi ons of holistic care, physiological, psychological, sociocultural, politicoeconomical and environmental (Roper, Logan and Tierney's model, 2000).Care plans are based on evidence-based practice, allowing the nurse to determine the est possible care and rationale for the chosen nursing interventions (Roper, Logan and Tierney, 2000). They take into account the psychological, biological and sociological needs of the person and therefore provide a holistic approach to care (Roper, Logan and Tierney, 2000). The main activity of living that will be affected within this care plan will be maintaining a safe environment as Mr. Jones may have a potential problem of death, due to hypovolemic and/or metabolic shock caused by ketoacidosis.Diabetic ketoacidosis (DKA) usually occurs in people with type 1 iabetes mellitus, but diabetic ketoacidosis can develop in any person with diabetes (Diabetes I-JK, 2013). DKA results from dehydration during a state of relative insulin deficiency, associated wit h high blood levels of sugar level and ketones (Diabetes I-JK, 2013). This happens because there is not enough insulin to allow glucose to enter the cells where it can be used as energy so the body begins to use stores of fat as an alternative source of energy, and this in turn produces an acidic by-product known as ketones (Diabetes I-JK, 2013).It is evident that DKA is associated with significant isturbances of the body's chemistry, which should resolve with appropriate therapy (Diabetes I-JK, 2013). Severe metabolic acidosis can lead to shock or death (Dugdale, 2011). The specific problem was chosen because there are measures that can significantly reduce the risk of metabolic and hypovolemic shock which can be caused by severe metabolic acidosis (Dugdale, ) Within the care plan relevant care interventions will be identified to prevent the possible development of shock for Mr.Jones. In practice the interventions would happen contemporaneously. The interventions involve identifyin g the potential risk factors for the development of hock by using specific assessments. This will be done by following an assessment which includes planning, assessing, implementing and evaluating the care that will be provided to Mr Jones and to evaluate its effectiveness (Mooney & O'Brien, 2006). Once the diagnosis was made, specific, achievable, measurable, realistic and time limited goals of care for Mr.Jones were made. The NHS foundation trust specific guidelines for adult diabetic ketoacidosis suggest a series of immediate actions and assessments for suspected DKA which will allow for appropriate interventions to be ade and will provide a baseline which will provide a measure of the effectiveness of the treatment (The Joint British Diabetes Societies Inpatient Care Group, [JBDS], 2012). Mr Jones will need fluid and electrolyte management to clear ketones and correct electrolyte imbalance (Nazario, 2011).

Spanish Nationalism - 1115 Words

Spanish nationalism - is the nationalism asserts that Spaniards are a nation and promotes the cultural unity of Spaniards. It has been typically been closely tied to the conceptions of a Castilian-based culture. The Castilian language became the Spanish language. Other expressions of Spanish nationalism have included pan-Iberianism and pan-Hispanism. The origins of Spanish nationalism have been claimed to have begun with theReconquista - beginning with the victory of Catholic forces against Muslim Moor forces in Granada in 1492 that resulted in a surge patriotic sentiment amongst Catholic Spaniards.[3] The development of Spanish nationalism has been tied to the state-building process of the Castillian-ruled Spanish monarchy. Just as in†¦show more content†¦Its ideologues and politicians were Ramiro Ledesma andOnà ©simo Redondo (founders of the JONS) and Josà © Antonio Primo de Rivera (founder of Falange); using an expression that has its origins in Josà © Ortega y Gasset, defines Spain as a unity of destiny in the universal, defending a return to traditional and spiritual values of Imperial Spain. The idea ofempire makes it universalist rather than localist, what makes it singular among certain nationalisms, but closer to others (especially the Italian fascism). It also incorporates a component resolutely traditionalist (with notable exceptions such as the vanguardism of Ernesto Gimà ©nez Caballero), rooted in a millennial history: that of traditional monarchy or Catholic Monarchy (although often is indifferent on the specific form of state) and, most importantly, it is not lay or secular, but expressly Roman Catholic, which will define (in the first franquism) the term National Catholicism. The political transition which, together with social and economic changes in a profound sense of modernisation, was brewing since last franquism until the building of the current institutions (Spanish Constitution of 1978 and Statutes of Autonomy), produced a very sharp reversal of the social use of Spanish symbols of national identification, while peripheral nationalisms acquired a significant presence and territorial power, which becomes electorally majoritary in Catalonia (Convergence and Union, Republican Left of Catalonia) andShow MoreRelatedFirst Revolutionary Movement : Benedict Anderson s Novel Imagined Communities1555 Words   |  7 Pages6). Using the framework set forth by Anderson, the rise of nationalism in 19th century colonial Philippines can be analyzed in detail. As a national hero of the Philippines, Jose Rizal prompted the formation of a Filipino imagined community. 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